You’ve probably heard this a lot in business, Location, Location, Location.
Your location is one of the most important marketing strategies you can have because it counts on visibility and exposure. It is how customers find you. The easier it is to find you the more accessible you are to clients.
25+ years ago location was relegated to your physical location; it had to be convenient, customers had to be able to find you. There was no google maps or Waze. If customers couldn't find your business, that was it for you. Things have changed a lot since then, mainly the internet. The internet has exploded, we are far from the times when the internet was only used by the government or IT people. It has made our lives so simple, connections are made so quickly, information can be found in an instant, and it has changed how we perceive location in business.
Instead of being concerned with one location you have to consider three:
- Physical Location--being accessible
- Social Media Location--being on social media
- Overall online Location--having a website
These three types of location are essential for business. Your physical location has to be accessible to your customers but so does your social media and your online presence. Together these three form a location trio and if you are missing one of the three you can be missing out on a lot of potential sales, profits, ROI, and new customers.
Your business’ physical location is still relevant today. You have to be accessible to your customers. If you have a restaurant, for example, you have to consider the convenience for your customer base. Do you have accessibility for cars, are you in a high foot traffic area, will people be able to find you with ease? You need to consider the:
● Neighborhood-are my customer base in the walking distance
● Community-will they appreciate the visibility of my restaurant
● City can they drive up to my restaurant and part in or nearby
This isn’t just for a restaurant business this can be applied to any retail business or even service business, your physical location has to be accessible and visible. If you are an online business, your physical location is also important. Your consumers want to be able to see that you are reliable. Having a physical address helps with reliability.
Social Media Location
I don’t know if I can even begin to explain the importance of social media and being on social media as a business. Everyone is on social media, even your grandmother and it's just getting bigger. If you are not on social media today, you are losing out on a lot of
● New businesses
● Customer Connections
● More importantly sales
I didn't grow up with social media like a lot of millennials. Social media for me began with My Space when I was in high school. My parents didn't even know about My Space. Fast forward some 20 years, and now they are on Facebook!
Today, we have come a long way from Tom (the first friend you had on Myspace) now you have Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube, SnapChat, Reddit, Tumblr, Google+, Meetup, WhatsApp, etc. And if you are not in at least 2 of these, then your business is losing a lot of customer engagement
According to an Ambassador statistics, 71% of customers who have a positive experience will share and recommend your business on social media. It's the new word of mouth! And when you consider how many people are actually on social media will amaze you. According to a Statista report, 81% of American have a social media account, and the global social media users were 1.96 billion and expected to reach 2.5 billion this year alone. That's just mind-boggling. You need to be on social media. Times have changed, and if you don't change with it, you are going to be beaten out by others who are on social media.
Just as your physical and social media locations are important your web location is also important. People want to be able to find out what your business is about. Your website and social media accounts have now become the face of your business. Your website has to be responsive, clear, easy to navigate, and include your business information. Once people can find you on social media they want to be able to go back to your website and find out what you are about.
If you have a restaurant, people will want to look at your website to see what foods you offer, your address, and contact information, then they will go to your social media accounts and see what your customers are saying about you. So, in reality, the last two are somewhat connected. One always leads to the other.
According to a report done by Search Engine Land 30% of consumers won’t even consider a business that doesn’t have a website. A website is a major part of your reputation and brand as a business. Being found online is important to the success of a business.
A few tips to keep in mind. Social media can be overwhelming, so just focus on two and become an expert on those two. Constantly respond to comments whether they are good or bad. This will show that you care about your customers and that you are listening to what they are saying. When someone comments and actually gets a response that’s a great feeling.
My second tip, if you already have a website, please check the responsiveness of the website and make sure it is up-to-date with its design. Whenever I see an older website or non-responsive website it is so frustrating; sometimes I even leave the site. Make sure your website is up-to-date and responsive! I cannot stress this enough! People will get frustrated and leave your site.[
Lastly, be adaptable. Things are constantly changing. Keep an ear out for the next location change. Maybe it'll be voice technology. Who knows, maybe three years from now, I'll be talking about how you need to be on podcasts (which is also growing). So be adaptable and ready to change if need be.
Also, remember, you want to be where your customers are. Not everyone does this because it's too much work. However, if you want to be ahead of your competitors, you have to prioritize and make the time!
So remember, location is important in business! These three locations are vital to the sustainability, visibility, and accessibility of your business. So if you ever had doubts about any one of these three locations, hopefully, these doubts have been dispelled, and you can leverage them to grow your business and have a positive outcome.
Are you on social media? How has it impacted your business?