The single biggest problem with communication is the illusion that it has taken place. George Bernard Shaw
One of the most effective ways we grow our business is by engaging new clients. Word of mouth and referrals are the way this happens. We all know this. With the social + digital web, we have an awesome opportunity to amplify word of mouth and referrals. Yet, unless we are present on the platforms that people use to find businesses, then we have missed the opportunity to be discoverable.
So let me take you on a little journey, and before you jump on, put your “client” hat on…
Intent
I want or need something
Search
I am going to look for it
Discovery
Yay, I found it.
Action
I am going to click, call, book, buy…. or NOT!
There are two ways I like to look at search and discovery. There is social and digital. Both need to be looked at now as mobile search as nearly all of our day to day online activities are happening via our mobile.
Social
Social search is what it sounds like, searching on social. This is what we do when we use the search bar on Facebook, peruse hashtags or use the discovery page on Instagram or even use Snapchat to find businesses via a tool like Ghostcode, Add Nearby, etc. See where I am going with this?
Digital
Digital search is a more traditional type search like Google, Yelp, YouTube, Yahoo, Siri, etc.
The Job of Search Engines & How You Benefit
Both social + digital platforms and search engines are designed to deliver to us the most relevant and recent results for the terms we used to search. So if your business is relevant to the search and you are active on the platforms you have chosen, you have more of a chance of being in the top results.
Put Your Consumer Hat Back On
Ask yourself and think about the last time you searched for something online.
What terms did you use?
Now think about clients looking for your business.
What terms would they use to find you?
What is your “thing”? What experiences do you offer?
Who is your audience?
All these things need to be thought through to ensure you get matched up with the ideal target clients.
The words, posts, photo descriptions, about sections, etc. need to be relevant to your brand and business so when I go looking, I find YOU.
What Pages Matter?
Well, there are some that matter to all and then some that matter depending on your target audience as we always want to be where our clients are. But here is a good start.
Yelp
Google Business
Facebook
Instagram
Now Its Your Turn!
This week, I want you to set aside one hour to do some more searches of your own. Then head back to your social + digital pages and see where you can improve your chances of becoming more discoverable. Think words, think pictures and their descriptions, think contact info, brand name, services and specialties, all those things matter.
And if you feel extra inspired, click here and let me know what you discovered and what actions you will take.
Love + Awesomeness-
Nina