There are a few things to consider when you’re trying to set expectations for your small business website. Firstly, it’s important to be realistic about what you can achieve online. It takes time for search engines to find you and for you to implement and improve your digital marketing plan. So, try not to set unrealistic goals that you’re unlikely to meet.
Measure along the way
Another important part of any online plan is to measure what you’re doing and make sure it’s working. This is called ‘analytics,’ and it can show you how people are finding your website and what they do when they get there. Knowing where your online visitors come from can help you figure out which of your marketing campaigns are working and which ones aren’t. If you know what people do once they’re on your website, it can help you figure out if your investment in digital is working.
For example, in your hair salon, you don’t just want people to find your homepage, you might want them to do lots of things like: watch your clever how-to videos, make appointments, get driving directions to your shop, or actually buy something. Tracking what people do on your site can help you understand what’s working and what’s not, so you can make changes and continually improve what you’re doing. A final point to mention: it’s important to remember that the online world is constantly changing. New tools, technologies and tactics pop up pretty much daily. So a good plan combines the basic concepts that don’t change that often, with forward-thinking to keep up with the latest and greatest.
Similarly, when things change in your industry, make sure your online world is kept up to date. Are you offering the latest hot trends in hairstyling? If hair dyes become the next big thing, you can quickly update your adverts to show customers what you can do.
To set yourself up for success online, you need to look before you leap. And don’t stop looking! A good plan will consider three things: first, know your online goals, and set yourself realistic expectations. Next, use analytics to track and measure what you’re doing and how it’s working. And last, always keep up-to-date and adapt to changes in technology and the industry you work in. If your plan tackles all these things and you stay flexible, you’ll be well on your way.
Setting expectations is one of the most important aspects of growing your small business website. By being realistic about what you can achieve, tracking and measuring how you’re doing, and adapting to changes in technology and your industry, you’ll be well on your way to success online!