Building Your Business Online: An Introduction to Online Marketing

Let’s look at the first steps into digital. You have several ways to build an online presence, including local business directories, websites, mobile apps and social media.

Getting these foundations right can make a difference. Creating an online home is accessible, but although a website may be the first option that comes to mind, it does not have to be your starting point.

For example, if you run a hair salon, an early step towards finding customers and being discovered online could be listing the shop in a local directory such as Google My Business‎,

Then, when someone searches Google for a hairdresser in your area, your business may appear without needing a website first.

You could also start a Facebook page to give prospective customers a glimpse of your business, with photos or videos of customers happy with the hairstyles you created.

At some point, you may want your own website or online store where customers can easily find all the information they need about your business.

When planning the site, start with what you want customers to do. If you want phone calls, display the number clearly on every page.

If you want people to find your physical shop, include a map and directions. Perhaps you want them
to book appointments online. That is a feature you can build. You may also want them to buy products through orders and payments. This is eCommerce, with options ranging from simple to more complex, which we discuss in other articles.

Websites are not the only online channel. Businesses can also create mobile apps for customers to keep on smartphones or tablets. Apps and integrations open possibilities such as loyalty programmes and automatic appointment reminders.