Dear Small Business Owners of Victoria, BC,
First of all, hats off to you. Your bravery and commitment don’t go unnoticed. It takes a lot of guts to put yourself out there and serve your community with pride. However, if some of your websites were a soup, they’d be a bland one. And let’s not even start on the in-house branding efforts. Oufff.
Now, before you roll your eyes at my brutal honesty, let me clarify: I’m on your side. Think of me not as a critic but as that good friend who tells you there’s spinach in your teeth—embarrassing, yes, but also a lifesaver.
I’m sure you’re wondering what a “really cool and talented 28-year-old girl” knows about business? Surprisingly, more than you’d think. And that’s not just me being a smart-ass; it’s me wanting to help.
During my journey from Windsor, Ontario to the vibrant streets of Victoria, I’ve seen the pitfalls and the potential of many small businesses. It’s a tough world out there, and a lot of us are falling through the economic cracks, but with the right strategy, we can make sure your business not only survives but thrives.
So, first things first, here’s what we need to tackle…
1. The Power of Google Business
You need to put your business on the map – literally.
Before anything else, claim your space on the internet with a Google Business Profile. Here’s why it’s a non-negotiable:
Visibility:
Your business pops up in local searches and on Google Maps, making it easier for customers to find you. A significant 81% of consumers research online before purchasing either online or in a store. Moreover, 53% of shoppers always research before they buy to ensure they are making the best possible choice.
Information at a Glance:
Showcases crucial info like hours, location, contact info, what you offer, website link and so much more—all in one place. It’s literally the Yellow Pages of our generation and is a must.
The Magic of Reviews:
Positive feedback boosts your credibility and can tip the scales in your favour. 72% of customers are more likely to trust reviews online than the retail website itself. Interestingly, 83% of customers say reviews must be relevant and recent to be trustworthy, and a significant percentage would pay more to support a company with good reviews.
In the age of the internet, having an online presence is beyond crucial, and a Google Business Page stands at the forefront of this. A well-optimized Google Business Page can significantly increase your chances of being discovered by your ideal customers.
2. The Necessity of a Mobile-Responsive Website
Please leave the 90’s nostalgia to the thrift stores. If you don’t have the artistic-eye to make your website well-designed, it must at least be able to work on my cracked iPhone 11.
A professional, well-designed mobile-responsive website that aligns with your brand’s identity can make a powerful statement to potential customers. A significant 85% of adults believe the mobile version of a website should look as good as, if not better than, the desktop version. This is crucial as two out of three people prefer visiting websites that are beautifully designed, with 75% judging the credibility of a business based on its website’s design aesthetic attributes. It conveys a level of professionalism and credibility that is beyond critical in today’s market.
With more people than ever browsing the internet on smartphones, having a mobile-responsive website is not just an option-it’s a necessity. Smartphones generated 54.4% of global website traffic at the end of 2021, highlighting the shift towards mobile internet use. Moreover, mobile users are 5x more likely to leave a website that is not mobile-friendly. Search engines like Google also consider mobile responsiveness a factor when ranking websites, affecting your visibility online.
3. Hire a Professional or Learn the Basics
Sure, looks don’t matter…but when it comes to your brand-they do.
First impressions are beyond crucial. It literally takes 50 milliseconds (0.05 seconds) for consumers to form an opinion of a company. A poorly designed brand, website, or marketing material can lead to negative first impressions, causing potential customers to question the professionalism and reliability of the business.
While it may be tempting to cut costs on graphic design, the value of professional design cannot be overstated. Investing in quality graphic design is investing in your brand’s future. Professional design not only looks better but also communicates your message more effectively, leading to better business outcomes in the long run.
However, if budget constraints make a professional designer seem out of reach, arming yourself with fundamental branding knowledge is the next best step. Crafting your brand’s identity demands attention to essential elements that ensure your brand not only resonates with your intended audience but also distinguishes itself in a crowded market. Consider some of these critical components of branding:
Brand Purpose and Values:
Define the core purpose of your brand—why it exists beyond making a profit. Align your branding with the values and mission statement of your business to ensure consistency and authenticity in your messaging.
Target Audience:
Understanding your target audience is crucial. Know their demographics, preferences, behaviors, and needs. This will help tailor your branding to appeal directly to the people you want to reach.
Brand Personality:
Decide on the personality of your brand. Is it professional, playful, innovative, traditional, etc.? This will influence the tone of your messaging and the visual style of your branding.
Visual Identity:
This includes your logo, colour palette, typography, and imagery. These elements should be distinctive, memorable, and reflective of your brand’s personality and values.
Consistency:
Consistency in visual branding across all platforms, including your website, social media, and print materials, is crucial in creating a cohesive brand experience. This consistency helps to build recognition and reinforces your brand identity wherever your customers encounter it.
Market Positioning:
Understand your position within the market and your competition. This will help you identify what makes your brand unique and how to differentiate yourself effectively through your branding
Neglecting any of these three critical areas can hinder the growth and success of your small business in the digital age. By focusing on enhancing your online visibility through a Google Business Page, ensuring your website is professional and mobile-responsive, and investing in quality graphic design for strong branding, you’re laying a solid foundation for your business’s success.
To all you small business owners out there: In a sea of bland, be the extra hot sauce. Your business deserves to be the flavour of the month, every month.
Let me spice up your existing content, and/or launch a new tasteful website and social media strategy that keeps your clients indulging in more of your products and services — let me cook something up for you!
So drop me a line, and let’s give your brand the makeover it’s been waiting for.