All businesses, whether they’ve existed in the same bricks-and-mortar shopfront for a century or they’re a recently opened online-only operation, need to do one thing to survive: meet, and ideally exceed, customer expectations.

Businesses often overlook the need to meet these expectations throughout the entire customer journey. Two areas that are particularly likely to be overlooked are the pre-purchase stage, when they first discover your business, and the consideration stage, when they’re evaluating whether to engage with you.

In the modern world, customers are spending the pre-purchase stages online. This means it’s essential for a small business to have a modern online presence that makes a positive first impression.

“Reviews have the same influence as traditional word-of-mouth marketing.”

If you’re a business with a minimal online presence, or if you haven’t monitored and updated your online information for a while, it can seem like a difficult and time-consuming task to modernise it. The best approach is to break it down into easy steps that can be rolled out one-by-one in a manageable timeframe. Below you’ll find a six-week plan to modernise your small business with a big digital strategy.

Week one: SWOT analysis

Before you can make any meaningful changes, you need to gather a full picture of your business’s relationship with technology and the online world. This should encompass everything from your Google search results through to post-purchase communication. I recommend doing this through a SWOT analysis, where you identify strengths, weaknesses, opportunities and threats.

Since you know your business inside and out, you may be able to initially fill out a SWOT analysis from just thinking through each point. However, I’d encourage you to spend some time in the shoes of a prospective customer, and go through the motions they’d undertake when first searching and engaging with your business online.

For bonus points, you can also search and engage with the online presence of your competitors – just make sure to keep the SWOT analysis focused on your business. While doing this, if you see things you’d like to implement, jot them down as a note outside of the SWOT, so you can incorporate them at the right time.

Week two: reviews

For week two, focus on the first thing customers focus on: reviews.

During your SWOT analysis, one of the first things you probably noticed was your Google star rating. That’s the same case for potential customers.

Reviews have the same influence as traditional word-of-mouth marketing, so when customers assess your business for the first time, they’ll look towards reviews for reassurance on whether to continue with your business.

Google reviews are often the best place to start, but you’ll want to find out what customers say about you on other sites aligned with your field. For example, if you’re a hospitality business, you should look out for your rating on any food delivery apps, restaurant rating sites like Zomato, and tourism sites like Tripadvisor.

Pay attention to the average rating, the number of reviews, and any comments people leave. Any recurring themes should definitely be noted, but it’s also important to notice any errant experiences. If somebody has had a negative experience, engage with them and see how you can rectify the situation.

You can then optimise your review processes to increase the number of positive reviews you’re receiving. An easy way of doing this is directing customers to the most appropriate platform after a purchase. Through Podium, you can automatically invite customers to leave a review with almost no effort on their part, drastically increasing the chances of them leaving a valuable review.

Week three: interaction management

Week three will focus on how customers are able to interact with your business. After looking you up online, how can a customer contact you? How do they learn more about your services? Some typical answers here are by coming in store, by email, through a contact form on a website, or by calling.

Some options to consider that will help you stand out from your competitors are automated webchats, and text messages; Podium data shows over two-thirds of consumers indicate that texting is their preferred method of contact.

For the modern world, it’s important to offer a variety of contact options across a range of channels, like Google, Facebook, and your own website. This doesn’t have to be daunting or time-consuming, as there are systems that can integrate all your messages into a single access point.

Week four: website

Over week four, optimise your website. Customers want local businesses to have a website, and they trust it to have the most up-to-date information on your service offerings, opening hours, and contact details.

It’s important to think beyond the basics, and to make sure that your website is strategically designed to convert leads into customers. The way to do this is to upgrade from a static website to one that uses integrations that will engage with visitors and analyse their behaviour.

A great way to do this is to adopt a webchat function, which will pop-up on any page of your site and allow visitors to ask questions. From there, you can pre-program answers or engage in a real-time conversation. Webchat establishes a relationship between visitors and your business, which can result in 11 times more leads.

The next integration worth having is Google Analytics. It’s a free tool that will track your website traffic, providing you with useful information about how customers are finding and interacting with your site.

Finally, incorporate some search engine optimisation (SEO), so that your website is findable. We’ll focus on this next week.

Week five: SEO

The point of SEO is to legitimise and localise your business, so that when a customer is searching for ‘independent bike shop’ in a nearby suburb, your store appears as a top result.

Start enhancing your SEO by setting up your Google Business Profile. This will keep your information up to date on Google, and ensure your business appears on Google Maps.

Next, populate your website with any terms that may be used to describe your business, such as ‘custom cake decorator in Camberwell’ or ‘Brisbane e-bike specialist’. It’s important to make sure these terms naturally appear on your website, don’t just throw them randomly onto a page. 

As a final step, claim listings on other local directories, and make sure your business name and contact information are the same everywhere.

Week six: marketing

For week six, you’re going to upgrade your visibility with marketing technology. Consider where and how technology can fit into your existing marketing strategy. Things to think about include: lead generation, tracking and reporting; how you determine whether your existing marketing efforts are successful; and your social media presence.

It can be fruitful to consider what your competitors are doing here. While you might not be able to determine their back-end processes and technologies, you can assess their marketing strategies. Thinking back to your initial SWOT analysis, determine what marketing efforts or support would be most worthwhile for your business, and you’ll undoubtedly find appropriate technology to support you.

By the end of these six weeks, your online presence will now be in pretty great shape, and your site traffic should continue to grow organically. Remember to stay on top of your visibility by regularly updating your information, checking out your reviews and continuing to adopt worthwhile integrations.

This article first appeared in issue 38 of the Inside Small Business quarterly magazine

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Unleash your customers…and Google

What local businesses might lack in budget for Google or Facebook ads, they make up for in their connection to their customers. Tap their affinity to your local business by encouraging Google reviews – one of the most influential and cost-effective forms of advertising. Reviews are one of the most popular ways to increase the rank of your Google Business Profile – which is how many consumers find local retailers.

A quarter of Aussies read a business’s online reviews before deciding whether to enter a store, so their value shouldn’t be underestimated. Whats more, three-quarters of all clicks go to the top three to five businesses listed on Google. So, if you can encourage your customers to drive a high quantity, quality and regularity of reviews, you’ll likely receive plenty of clicks to your website.

Turn your website from static to sales

An optimised website, primed to convert leads, is like an additional worker or shopfront for a small retailer. The best way to ensure a website is strategically designed to convert leads into sales is to upgrade from a static website to one that engages visitors and analyses their behaviour. Consider webchat, a live chat that engages visitors when they visit your site. Only two per cent of website visitors convert to an enquiry or sale, but webchat can generate a 20 per cent increase in conversions.

You can pre-program responses, which is time-effective, or engage in a real conversation that appeals to consumers who value human interactions. Webchat ensures you don’t lose a potential sale because they can’t find the product or information they’re looking for. Then there’s Google Analytics, a free tool that analyses your visitors and provides key insights that you can use to improve conversions. For example, if you can see that people regularly abandon their cart, improve your checkout process.

Convenience, convenience, convenience

Quality rather than quantity drives sales. So, don’t hurt your targets by misunderstanding what shoppers want. Podium’s Business-to-Customer Communication Report revealed that almost half of Aussies have deleted a brand’s email without opening it in the last 24 hours, and 63 per cent prefer SMS communications due to the convenience. For businesses getting it wrong, there are consequences. And 73 per cent of Aussies blacklist businesses that spam them with inconvenient marketing.

SMS is not only better for them but also better for you. SMS has a 98 per cent open rate and a 45 per cent click-through rate. So, use text campaigns to connect with customers, send personalised offers, and target customers with deals based on their loyalty and preferences. This boosts sales, as does a seamless checkout process. A quarter of consumers abandon a sale if their primary payment method wasn’t offered and 41 per cent say payment flexibility is a key consideration when choosing a business. So, don’t let this final stage hurt your sales targets.

A small budget doesn’t have to come at the expense of success for your local retail business this summer sales season. Aussies love supporting local. Through reviews, an optimised website and a focus on convenience at every interaction, you’ll give them every reason to shop with your local business.

The post How small retailers can drive big sales this peak season appeared first on Inside Small Business.

Customers’ demands for speed and convenience have shifted from just in-person experiences, to digital engagements as well. Research from Podium shows that 86 per cent of consumers expect businesses to be even more convenient to deal with in the wake of the pandemic. Now, therefore, is the time for local businesses to implement and perfect a communication strategy that meets the increased demand for effective online communication with customers.

Here are a few simple tips to help you achieve this:

Listen to customer feedback

It may sound like a given, but listening to feedback is one of the most crucial and effective ways to uncover what your customers love and hate about your customer experience. Quite often, your current customers will provide feedback or reviews that mention ways in which your business (or your competitor’s business) didn’t live up to their expectations of speed or convenience. This gives you great insight into the buyer’s journey and can help you identify areas that need to be improved. So invite reviews, and action the insights you receive.

Remove friction from the customer journey

To create convenience, you must find ways to eliminate any ‘friction’ that could occur when a potential customer is interacting with, or buying from, your brand. Ultimately, the quicker and more convenient it is for them, the higher the likelihood of them making a purchase or booking. So, understanding, anticipating, and answering the customers’ questions as easily as possible is a key way to do this.

Create the ultimate FAQ, a master list of all the things customers need to know, and use the quick and convenient tools to deliver this information. For instance, rather than making customers find, then read, a long webpage for answers, provide automated, instant answers through webchat. This is quick and convenient for them, and for your business.

Excellent omnichannel communication

Communicating and engaging with customers on multiple convenient channels is critical to increasing customer loyalty and improving sales. Indeed, engaged customers provide a 23 per cent higher share in profitability, revenue, and growth, while 54 per cent want companies to fundamentally transform how they engage with them.

Because consumers live and work on their smartphone, SMS can be worth its weight in gold for local businesses. Today, email is easy to ignore and phone calls are invasive and inconvenient for many. SMS communications were already favoured by nine in 10 consumers, and 42 per cent of Aussies are more interested in texting local businesses in the wake of the pandemic.

Texting feels personal and mimics the quick and convenient conversations we have with friends and family on a daily basis. Webchat engages your audience as soon as they visit your website, so you can help them find exactly what they’re looking for before they lose patience and look for a competitor. Rather than making them fit their habits and preferences around your business’ operations, demonstrate they’re important to you by creating the quick and convenient customer experiences they demand, remember and recommend.

While customer experience expectations may have changed, local businesses needn’t be daunted. Put yourself in your customers’ shoes and truly consider whether your strategy delivers on their need for speed and convenience. The businesses that provide this will have an edge on their competitors who don’t.

The post How local businesses can improve speed and convenience appeared first on Inside Small Business.

Budgeting

According to the Australian Small Business and Family Enterprise Ombudsman, small businesses (0-19 staff) have just a 60 per cent success rate, while University of Technology Sydney found that financial mismanagement was one of the most common causes of business failure. Budgeting helps you prioritise and ensures you don’t lose sight of overheads like rent and taxes. As you’re budgeting, think about expenses that directly help sales growth, brand recognition and other business goals, and then prioritise those. Give yourself flexibility for emergency expenses.

Free resources

Before you purchase expensive software or classes, it’s worth looking around for affordable options that perform the same function, or trial periods to assess the value of something before jumping in fully. You may find ways to save big without having to compromise on the function itself. Plus, finding cost-effective versions of important tools or classes helps you allocate more budget to growth strategies. Working for yourself doesn’t mean working alone, and there are many Federal and State Government resources available.

Outsource

Small-business owners wear many hats, but for the functions that you can’t perform, or can’t afford to hire for, outsourcing provides ultimate flexibility. For example, if you’re designing a logo, it’s unlikely you can do it professionally yourself, but there’s no need to hire a graphic designer either. Fiverr has great access to Australian freelancers if you’re keen to support local. Freelancers often have higher rates but can be engaged at your convenience and you aren’t burdened with employee benefits or taxes.

Automate

Time is money for small-business owners, and there are many mundane, time-consuming tasks that can be automated. Tools that help you automate admin-heavy processes save time and labour costs and help minimise human error. Through automation, you can spend less time working inside your business, and instead invest your time in growing and providing the experiences, products and services that your customers love, remember and recommend. Automation can also help you condense the number of technology platforms you use. For example, instead of using different apps for SMS marketing, payments or receiving reviews, identify platforms – like Podium – that have multiple functions that automate alongside one another and integrate into back-end systems too.

Your customers

No matter your business’ size, industry or growth goals for it this year, never lose sight of the most important people: your customers. Those who have a positive experience will actually stay with a brand nearly two years longer than normal and provide 306 per cent more value. It’s important, and valuable, to turn your existing customers into ambassadors for your business. Word of mouth is still king for local businesses, and today it exists online. In fact, two-thirds of consumers are influenced by online reviews, so consider the value your current customers have in promoting your business throwing glowing online reviews in the new financial year.

If the new financial year brings with it a tax bill, don’t be daunted. It also brings with it a new dawn and new opportunity. So, whatever your budget and your goals, there are plenty of cost-effective ways to give your business every opportunity to grow and thrive in the year ahead.

The post Five ways to grow your small business on any budget appeared first on Inside Small Business.

How can data make my business more effective?

The more you know about your customers, their habits and preferences, the easier it becomes to serve them. Data is the information that helps you improve customer service, boost revenue, and incentivise loyalty. And if you collect enough data on enough people, you’ll start to notice trends that open entirely new opportunities for your business.

How should businesses store and maintain data?

Rather than in spreadsheets or different programs, it’s helpful to store, organise and analyse it in one location. A Customer Relationship Management (CRM) software is an ideal solution. Many businesses use CRM, but nearly two in three say their data is too unorganised. Interpreting disorganised data will cause a lot of unnecessary headaches, but it doesn’t need to be complicated. Here are five data points all local businesses can – and should – harness.

General information

Name, age, location, phone number and email address are the key starting points. Without them, no other piece of data is worth tracking. For example, you might know that a customer shops with you every single month, but if you don’t know who they are or how to contact them, there’s little you can do. So identify and centralise your core contact information before focusing on other data points.

Lead source

Knowing how people discover your business will help you make informed decisions about how to invest your marketing budget. If you know which channels or campaigns are driving the most leads, it becomes far easier to optimise your marketing accordingly. If you’re not strategic or guess, you’ll never know whether it’s making any difference to your business.

Purchase data

Knowing what a customer purchased, why and how often can have a tremendous impact on how you communicate with them. How recently did a specific customer make a purchase? How frequently do they purchase compared to other customers? Are there any consistencies in how customers engage with you before a purchase? A centralised contact database will enable you to answer these questions. Then, by understanding how and why customers make purchases, you can provide more value, offer stronger incentives and create stronger relationships.

Reviews

Tracking your customer reviews is another way to improve your marketing strategy and overall business operations. Knowing who has left you a five-star review provides insight into who is likely to be a repeat customer or willing referral. Meanwhile, knowing who has left a negative review allows you to take swift action to turn a disgruntled customer into a happy customer.

NPS/CSAT

Net promoter scores (NPS) and customer satisfaction scores (CSAT) provide a rating and description of a customer’s experience with your business. They help you identify customers who are supporters of your business so you can market to them more effectively and strengthen the trust they already have for your brand.

Today, organised data is one of the most valuable assets you have as a local business. If your data is stored in spreadsheets or across different tools, it extremely difficult to implement its findings in future business decisions. But taking the time to understand what to track, and how, can open new opportunities and drive your business forward.

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What exactly are contactless SMS payments?

Instead of a plumber, accountant, lawyer or any other type of local business issuing a PDF or paper invoice via email or post, they can send a contactless payment link, via text, through a platform like Podium.

When an invoice is ready, it is sent as an SMS with a one-click payment link to a customer’s smartphone. Instead of them logging into a website, banking app or, worse still, sharing their card details on the phone, the link enables them to complete transactions quickly with credit, debit, Google Pay or Apple Pay. The entire process is quick, secure and seamless.

Traditional methods of exchanging goods and services for payment are changing and digitising. If your small business wants to improve cashflow and master money, here’s how your business can thrive with the contactless payment wave.

Sense check your current payment system

We’ve all abandoned a purchase if our prefered payment method wasn’t available. Contactless payments can help your local business eliminate this costly issue altogether. By removing unnecessary, arduous or outdated steps from your payment processes you’ll capture the revenue lost from customers who’ve chosen to take their business to a competitor offering pandemic-friendly services.

It’s important when reviewing your payment procedures to take into account practicality and having customer convenience and needs front of mind. Identify any and all time sinks or holes in your current processes. Ultimately, if you spend too much time issuing payments and chasing overdue invoices, you can speed up your cashflow and reduce cost-to-serve through contactless.

Is your hardware and software ready?

To streamline the inclusion of contactless payments, you’ll need the necessary hardware. Most updated Point of Sale systems are compatible, but If it’s been some time since you’ve upgraded your hardware, you’ll most likely need new, but easily accessible, contactless payments hardware and software. You’ll also need to ensure your business line can facilitate text messages.

It’s common for small businesses to go and buy the first integrated terminal they come across, however it’s worth exploring if your merchant services provider offers an add-on reader that easily plugs into your current terminal.

Advertise, advertise, advertise

Most consumers will expect you to accept cash and credit cards as forms of payment and while the need is becoming more apparent, contactless payments aren’t a necessity…yet. When you’re to accept contactless payments, it’s important to advertise it throughout your local business to remind them of this convenient new offering. You can advertise this with signage at your entrance, at the checkout and even incentivise customers with offers and promotions if they use contactless payments. And by doing so, you might just boost your likelihood of attracting new customers from a competitor.

Teach your staff

When you’ve set up your contactless payments ensure your employees understand the process and feel comfortable answering any questions and troubleshooting any technical difficulties that may arise. With the right hardware and software, the training will be minimal and the process as simple as sending an SMS.

Contactless payment methods are a critical tool in the modern local business arsenal. By riding the contactless wave and adopting pandemic-friendly methods of payment, you stand to take advantage of this exciting new chapter in payment processing and most importantly, increase cashflow and customer satisfaction in the process.

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Millions of us live and work via our smartphones. Text messages have a staggering 98 per cent open rate, while three in four consumers would prefer to interact with a business via text. This demonstrates that mobile communications are not optional, but essential for businesses. Consumers also rely heavily on online reviews to discover businesses, so it’s little exaggeration to say that businesses who rely solely on foot traffic or traditional marketing channels are in danger of being left behind. 

But how exactly are consumers changing? And how can your business cater to their new and evolving habits and preferences? 

Consumers look at local businesses’ online listings 

Podium research found that 46 per cent of Australians are more likely to look at a local business’ Google listing before visiting it than they were prior to the pandemic. So, make it easy for them to find everything they need to know about your business, including address, contact details, opening hours, website and social media. Also include pertinent information about how your business is operating during lockdowns. Remember, first impressions last, so make it a strong one.

Consumers aren’t just looking for five stars 

Many consumers today are of the opinion that, if it sounds too good to be true, it probably is. In fact, 68% of Australian consumers don’t trust a high review rating unless it’s backed by a high quantity of reviews, while 81% say that reviews must be recent and relevant. If you have ten, five-star ratings, don’t try to maintain your perfect score – keep inviting customers to share feedback to keep your reviews fresh and your community engaged.

Consumers want businesses who can text

When running a business today, it’s imperative to not only meet but exceed customer expectations. In the wake of COVID, 41 per cent of Australians say text is their preferred method of communication. Today, the savviest businesses are adaptable and willing to change their approach if it’s more convenient for their customers. Through platforms like Podium, for example, local businesses can receive more reviews, send SMS campaigns and centralise their communications – all on the channels their customers prefer. If it’s convenient for your customers, it’s effective for your business.

Consumers are influenced by reviews

Reviews now influence 84 per cent of Australian consumers when discovering a local business. Approximately 16% have read an online review in the last day and 62 per cent in the last week. So rather than talking about how great your business is, prove it through your best ambassadors: your customers. Incentivise them to leave a positive review. For example, follow-up to ask them how they’ve found a recent purchase, and demonstrate that they’re more than a transaction but an important part of your business, whose opinions you value. Over two in three (69 per cent) read reviews to validate businesses’ health and safety practices. With lockdown expected to end in much of Australia over the coming weeks and months, what better way to utilise the power of your community?

COVID has created new consumer expectations, but also new opportunities to win customers online. Don’t be daunted by change, but embrace it and treat it as an opportunity to thrive. This adaptability and the provision of convenient and memorable services is the hallmark of successful business today.

The post How COVID has changed the way consumers choose businesses online appeared first on Inside Small Business.

Get the green light

Not only are states reopening at varying speeds, the guidelines and restrictions they’re implementing differ, too. Rather than second-guessing when or if you’re free to reopen, and what you must do if you are, confirm with your state authority. If you’re free to reopen, before you rush to take down the ‘closed’ sign there are a few things to prepare so you can deliver the best possible service when your customers return.

Assemble your team

The hallmark of great independent retailers is beautiful customer experiences. Without your staff, though, you can’t possibly deliver that. When arranging for your team’s return, it’s important to find out who is available and comfortable to return, especially if they’re a little scattered geographically. Things are changing quickly so ideally use a cloud-based system to communicate with them, so you can quickly and easily update them simultaneously.

Take stock

If your store was closed or you were selling online, chances are your stock isn’t all in one place. Conduct an inventory count to get a handle on what you have, where it is and that it’s logged on your stock control system. Decide what items to sell and promote by running performance reports that determine the products that may have the greatest demand when things reopen. It’s likely, too, that some of your overseas suppliers might not be able to deliver new stock in a timely manner, so think about diversifying them to mitigate any interruptions.

Equipment, supplies and tech

So that your store runs smoothly, ensure that all your services, supplies, and technologies are up and running. Confirm that utilities such as electricity, water and WiFi are working and reinstate any that were disconnected. Make sure your POS and retail management systems are good to go.

Health and safety

While restrictions are easing, it’s still important to exercise care and protect your staff and customers. Display signage that outlines any guidelines or policies and consider adding markers or decals on your floor, particularly near the checkout, so people know where to stand. Clean shelves, racks and other surfaces often and make protective supplies like hand sanitiser readily available so everyone feels. You may also want to limit the number of people allowed in store, accept only contactless forms of payment and even limit access to fitting rooms.

Spread the word

Perhaps most importantly, spread the word and drive awareness to your store when you re-open. Communicate with your customers through any means possible. Whether it’s window signs, email marketing or messages across your social media or eCommerce store, be loud and proud in letting people know you’re back and what they can expect from your business.

We don’t have a crystal ball, so can’t say exactly when the “new normal” will begin too feel normal, but a little preparation could go a long way in ensuring that you’re ready and raring to go at the dawn of the retail spring.

Dave Scheine, Managing Director for APAC, Vend

The post The beautiful new dawn of independent retail is coming appeared first on Inside Small Business.

To help retailers get on top of the drop, we have mapped out four phases of impact on the sector, and what to do during each of them. Here’s what retailers can do.

Keep your customers engaged

It is crucial to stay connected with your customers using every platform possible, and online marketing tools like Marsello let you talk to your customers via email, SMS and social media and maintain those all important open lines of communication. Regularly update customers via email, social media, SMS or any other platform about how your business will operate in the interim, how they can continue engaging with you and, perhaps most importantly, how and when they can explore your new or improved eCommerce site.

Double down your eCommerce

Nothing will replace face-to-face exchanges between retailers and their customers, but now it’s important to replace those interactions until it’s safe to reopen. Every sale, lead and connection matters, so if your business is still in a position to fulfil them, continue to take orders and double down your eCommerce offering over the coming weeks and months. Encourage people to shop online, promote any discounts or deals, focus on your loyalty schemes, make your checkout process as seamless as possible and clearly include your current delivery and wider business processes.

Prepare, refine and be productive

While your store is closed it’s the perfect time to make any changes, implement processes and carry out the stock checks that you were always too busy to do. In particular, it’s a good time to implement the tools and systems that will help you succeed during the upcoming digital phase. But think, too, beyond the coming weeks and look to the future.

Physical stock counts are difficult when shoppers are in store, so now could be the opportune time to carry out a thorough stock count. Digitise your stock-taking process using an app which lets you do full and partial inventory counts using your iPhone, iPad, or iPod Touch. Why not use this time to dig into your reporting and analytics, too, and develop a more holistic understanding of your business so that you’re ready and raring to go when it’s time to reopen.

Let your customers know you’re open again

Ready to open your doors again? You could spruce up your storefront, make a big splash on social media, send emails and texts to your customers and hold special events. Hopefully, the downtime gave you a chance to refine your operation so that when you’re open again you can focus on the things that got you into retail in the first place – freedom and control, beautiful products and delightful, long-lasting relationships with your customers.

While these are indeed unprecedented times, the Aussie independent retail sector has faced and conquered challenges before. As an extended community, now is a time to come together, support each other, share best practice, and rely on technology to ensure that collectively we’re ready to lead a bright retail future.

Dave Scheine, Managing Director – APAC, Vend

The post What should independent retailers do during COVID-19? appeared first on Inside Small Business.