4 Key Takeaways from The Business Show 2016May 27, 2016 3:14 pm
With over 350 exhibitors, 350 free seminars and Britain’s leading experts sharing their secrets to success it was the perfect place to get advice on how to grow your business from some of the most astute minds in business.
We were lucky enough to meet many of you either on our stand with our show partners 123-reg, or during .uk Brand ambassador, Bianca Miller’s keynote speech on the Thursday. For those of you we didn’t get a chance to chat to here are 4 key takeaways from the show on how to grow your business online.
Content is still KING
This phrase has been around for some time now, so is it still true? Judging by the number of seminars focused on content over the two days, we’d say yes! It is important to ensure you are serving the right content, to the right people, at the right time. You need to create content that people want to see and is relevant. Bunting emphasised the importance of ensuring any product recommendations you share are accurate and relevant to the content being consumed or purchase being made.
‘Quantity vs Quality’ is a good rule to follow and this was echoed by Optus Digital who reminded attendees about the importance of remembering why you are creating content in the first place.
The rise of social proof
Customer testimonials and case studies are a key feature on many websites, but more people are beginning to question whether all online reviews can be trusted. No longer is a quote from a customer enough customers want proof that it’s real and that your business is credible. Nick Leech, Marketing Manager 123-reg advised that adding more details about the customer such as a profile image, website address and business name, is a great way to boost credibility.
Social proofing, using social media to validate customer case studies and testimonials, will enhance this effect further and give potential customers more confidence in your company.
Build consistency online
Consumers expect to interact with brands across a range of online platforms, but many brands fail to create consistency online. As identified by a number of speakers this can leave consumers feeling confused over brand messaging, and can ruin your opportunity to make a great first impression.
Whilst you don’t need to be on every digital channel or platform, those you do use should use consistent messaging. John Morris, UK2 Group CEO reminded us that the first time people may come across your website may be via social media.
Find and understand your audience
Don’t expect your audience to find you, you need to find them first. Its’ critical you know where your audience is looking online and what they are searching for, to help you tailor your content for search (Google Keyword tool is a great place to start ). However, finding your audience is only the first piece part of the puzzle, you must also understand your audience and their behaviour on your website.
It may come as a surprise, but as shown by 123-reg, on average 95% people will exit your website straight away. Therefore it’s essential to understand your customers user journey (setting up Google Analytics tracking will help with this).In doing so you can tailor your website so people stay on your website longer, and can find the information they need easily, making it more likely they’ll make that all important purchase.
Like what you read? We’re passionate about helping you start and grow your business online. To find out how a .uk domain can give your business a boost visit our advice pages.