Whitespace: An online High Five for small business

Issue 52: August 2009

A love affair between Australia's small business sector and the online world has blossomed.
The 2009 Sensis E-Business Report indicates 95 per cent of SMEs are now connected to the Internet, two thirds have an active website and a quarter are marketing via third party websites.

But so far during this online journey many SMEs have discovered that achieving successful outcomes is not just as easy as uploading some content and everyone living happily ever after.

In a world of fragmented media choices, hundreds of lifestyle options and a plethora product or service possibilities it's not easy to get noticed by a consumer let alone build a relationship. But that's not to say it's impossible…

This month's Whitespace offers some forward-thinking tips and tricks for SME with a High Five of online imperatives for small businesses.

Small business, big presence

ONE: High visibility – An increasing number of B2B and B2C customers are going online to do their research. So when developing website content it's important to offer engaging, relevant and regularly updated information; it also pays to avoid design clutter, and if in doubt follow the KISS principle.

Social media is emerging as a highly valuable and cost-effective means of understanding customers. This peer-to-peer approach works best when SME bloggers or Twitterers reveal the people and passion behind a small business and continually invite feedback.

Smart SME owners are also using the multimedia potential of the web. There's nothing stopping any small business from providing online videos featuring product demonstrations or consumer testimonials. And if you get a mention in the traditional media, blow your own trumpet like Stem Organics has done here.

TWO: High touch – At a time in which consumers are deeply cynical about glib marketing promises, the web offers an opportunity to win back some trust. An authentic peer-to-peer relationship can help SMEs respond to customer concerns and stop angry clients complaining to third party sites like notgoodenough.org.

It's also worth reaching out for feedback. Everyone likes to have an opinion, SME customers included. Developments in the online environment mean market research is now within reach of every small business thanks to online surveys like SurveyMonkey.

THREE: High values – An increasing number of consumers (especially the younger ones) are making purchasing decisions based on an organisation's sense of social responsibility. Keep in mind that you don't have to be big to make a difference. For example, programs like India Vision allow individuals or businesses to completely fund the building of a school in India for around AU$2,000.

Closer to home, the all-important green issue can involve inexpensive small steps like reducing paper use, labeling recycling bins, installing energy efficient light bulbs and turning off computers at the end of the day according to this Fast Company blog post.

And once you've embarked on your program of good deeds make sure you tell your customers all about it via a dedicated web page or join an online conversation to talk about what you're doing and why you're doing it.

FOUR: High ideas – When it comes to innovation there's no reason to feel isolated. In the online world SMEs are in a position to outsource brainstorming activities in a process that can inexpensively bring a fresh set of eyes to your business.

The company Ideas While You Sleep connects SMEs to social media facilitated crowdsourcing by distributing an idea request to an online community of brainstormers and then delivering the best ideas the next day. According to a recent Age article on the service, these idea requests can range from traditional issues, such as staff retention and business leads, to finding more men for a singles matching service and rethinking brand profiles.

FIVE: High contrast – Being a 'me-too' company is rarely a successful marketing strategy, especially in a tough economy. To achieve a strong point of difference think of your brand as a personality; in other words, what makes your SME memorable? Of course you need to have a good product and service to back up your branding but a quirk or two can go a long way.

Bag manufacturer Haul offers a good example of this approach. While this company's products are noteworthy (they include recycled billboard wraps made into tough, funky bags), this SME has added value to its brand with the help of Gus the boxer. As Haul's resident dog, Gus is a living talking point who's achieved considerable media interest, has a Facebook fan page and a dedicated webpage.

Where to now?

It used to be business cards, then it was a website, now it could be argued that every business needs a social media presence or at least needs to be aware of what is being said about them via social media (if you haven't done so already, it's worth setting up a Google Alert for your business name).

Yes, entering the online world of peer-to-peer communications takes a little extra work, but with a sustained approach that focuses on engagement and authenticity it's a cost effective marketing channel that can help ensure your customers want to get to know you… and keep coming back.

Whitespace is published monthly by the Australian Institute of Management - Qld & NT. Sign up to have a copy sent direct to your mailbox.