It used to be the mark of the seasoned and supremely confident small businessperson to casually remark “I don’t need the internet, I’ve done just fine for (insert number of years in business) without it.” While it might be possible for some businesses to survive without acknowledging the internet, in the coming years it will be the rare specimen that can stay invisible and be able to thrive.
As I read Seth Godin’s post on Is it too late to catch up? the other morning, I immediately thought of so many small and mid-sized businesses I’ve come across recently. Try to find them on the web and they simply don’t exist. You might find them listed in an online yellow pages or a directory, but invariably the information is old, wrong, or just not helpful.
They fail what I call the “web credibility check.” If you spend a significant amount of time on the internet you do it instinctively. After I meet someone, consider doing business with a company, or hear about something from a friend – I jump on a computer and search for them. If I can’t find them, or only find a directory listing, I’m immediately uneasy. Not because I’m some sort of internet snob – but because it requires so little effort to make an appearance on the internet today. Don’t they care? What other parts of their business might be lacking?
Maybe I just find their competitors. Worse than not finding them at all – I only find them listed somewhere with a negative review or comment. Game over.
Nearly 60% of US Adults use the internet to research products and services, and that number is growing every year (Source: Pew Internet and American Life Project surveys 2000-2009). If you aren’t visible, people will look right through you to your competitors.
Send me a phone directory and it goes right into the recycle bin (try to get them stopped – good luck). I trust the referrals from my friends and family, but more and more I stay in touch with them online – places like Facebook, LinkedIn and Twitter. Friends recommend a link and I’m likely to check it out, a stranger sends me a postcard, well – they go in with the phonebooks.
Most (but not all) businesses have access to some sort of email. But that’s not enough – you have be where people can find and find out about your business.
It’s not magic to appear on the internet – just a few simple steps and you’ll be on your way. (stay tuned for my next post by signing up for email notifications).
