Enjoy this week’s guest post by Andrea Bogart!

 

Why You Should Start Doing Business Online

Beginning an internet business demands the same – or more – attention as starting a physical company but is absolutely necessary for growth. The internet of things is a huge space. Yes, there are a lot of businesses vying for attention and few become extremely popular but the fear of not being “viral” should not dissuade you from bringing your creative business online, especially as we’re still knee-deep in a world-wide pandemic.

As a creative business expert, the founder of a newly-launched online original art marketplace, Embrace Creatives, and an art advisor who works with clients, in person, I’m happy to share the many reasons your offline creative business must have an online presence, including building trust, expanding sales, and non-stop lead generation.

Trust

Trust is your most powerful selling tool – it creates repeat business, leads to recovery and helps drive long-term loyal partnerships. ~Dale Carnegie

This alone should be reason enough to bring your business online. People purchase from companies they trust, and the majority of people will google a business to see if they think it’s legit and determine if it’s a good fit.

The Marketing “Rule of 7” states that a prospect needs to be exposed to the advertiser’s message at least 7 times before they’ll take action. Well, what better way to get in front of a potential client over and over than having an online site where people CAN come back over and over, increasing trust because they see your company’s value often.

If you do not have a website or blog, a potential client may be put off and reach out to your competitor. To be blunt, you must have an internet presence since your prospects expect you to.

BONUS TIP: Place testimonials on your website for increased trust.

24/7, 365 Lead Generation

Your brick-and-mortar location may be closed for as much as 96 hours per week. That’s a long time to go without eyes on your company, services, or products.

One of the most important advantages of being online is that your customers can learn more about your company, reach out, and place orders any time of day or night. It can be much less expensive to capture leads via a well marketed website than through traditional, offline methods. Customers receive information and don’t have to leave their home.

Plus, consider the impact on your business if you were open 3-4 times longer. Even if you run a traditional offline service business, you can create leads and inquiries while you’re closed and then follow up when you reopen.

BONUS TIP: Add a quiz or very short questionnaire on your website to gain names and email addresses plus customer information.

Stronger Connection to Non-Local Clients

With a brick-and-mortar business you are limited in the number of people who can visit you at any given moment, let alone find you. An online presence opens the door to new clients and fans because you can reach people from all over the world.

But being online doesn’t mean that the world will see you right away. The success of an online business depends on the same thing as an off-line business: marketing. Content marketing (blog posts) is a great way to increase traffic to your site and social media can be a powerful way to bring in qualified prospects. Videos embedded in your website plus online meetings are powerful communication devices – but just as everything else in your business, generating interest, leads, and fans takes time and expertise.

BONUS TIP: Know your clients well and be informative. Educate your clients on things that relate to your business that will bring them value.

Introduction to your company, products and services

In the arts industry, it’s really important for a buyer to see the artwork in person to build an emotional connection. That being said, using the internet the buyer can FIND artwork outside of their area, zoom in for detailed, visual information and read about the artist, features and story – then, when they are truly interested in purchasing, they can (if local) visit the artist’s studio or gallery to see work in person. Having an online presence gives buyers a way to be introduced to artwork and creative products.

For service-based companies, being online allows potential clients to review services, case studies, testimonials, and pricing on their own time and without a sales pitch. Then, when they are ready, they can reach out and begin a more personal relationship.

BONUS TIP: Make it as easy as possible for customers to purchase products or order your services. If they get frustrated, they will stop the process and not return.

Save time with automation

You started your business because you’re passionate about something. Most people do not get joy from manually entering client data, project information, or monthly expenses. Bringing your business online can automate a lot of those processes, opening up time to do more of what you love.

Linking a simple signup form to your website automatically adds names and emails to your email marketing account. Electronically transferring survey responses to a customer relationship manager platform allows your salespeople to follow the sales flow more easily. Tracking expenses and revenue using online services is less time consuming than a handwritten ledger plus the information can be easily sent to your accountant at tax time, saving you accounting fees.

BONUS TIP: Use a free service like Zapier to automatically transfer data from one online service (Google) to another (Mailchimp).

You can say more

There’s only so much room in your physical space for marketing materials but with a website you can share more information in a small space.

Easily post how you work with clients, the value they will receive, and how you run your business from introductions and sales to refunds. In addition, a friendly, 30-60 second video introduces you and your employees in a strong way.

BONUS TIP: It’s very important that you know your client’s language, how you solve their problem, and what brings them value. Make them the hero in your company storytelling.

This article was written by Andrea Bogart, professional artist, lead art consultant and the founder of Embrace Creatives, matching you with original art to love.

Andrea Bogart mindfully matches wonderful, original art to real people. An honest advisor, she launched Embrace Creatives, an online art showroom and advisory firm to easily connect art lovers and business owners with exciting art and design products for their spaces. Working with design professionals to find the best art for their clients, she saves them time and keeps their projects on budget. When not empowering artists through art sales, Andrea exhibits her own artwork in local, Detroit galleries, spends time outdoors, and bikes with her husband, Dave. To discover brilliant, local artwork visit: embracecreatives.com