Most entrepreneurs aren’t young. There’s a large cohort of small business owners (and those looking to join their ranks as business buyers) who grew up before the start of the digital age. You know who you are. You ask the kids in your life to fix things on your phone. You prefer walking into a store and cash over digital purchases and Tap to Pay.
Most small business brick-and-mortar stores reflect this. Sure, you’ve got a business Facebook page – but no one can see what you’ve currently got on your shelves, read a proper menu provided by you or order something online and have it promptly shipped. Even for those businesses that do have an actual website they are often rarely updated, have clunky ordering systems and aren’t mobile-friendly.
If all of this is resonating with you – guess what? You need to embrace the digital age so you can attract the next generation of customers. Gen Z and Millennials are of working age, earning money and your future bread and butter. You need to be actively looking for ways to attract them away from huge retailers that make buying a one-click affair. These generations value small businesses, but you have to make it easy and meet them where they are.
First and foremost you need a virtual presence. Your business Facebook page won’t cut it. You need a proper website that has all the information one would get if they walked into your physical business. What do you sell? When are you open? Where are you located? What is your business all about? How do they buy from you online? What’s currently in stock?
You also need social media channels. Instagram, X (Twitter) and the like are important if you want to reach the newest consumers to the market. You also need to update your virtual presence ALL THE TIME. If your last business Facebook post was in 2018, we’re looking at you.
If you aren’t super tech-savvy, you don’t have to be. There are many, many services out there from free website templates you can put together yourself to full-service digital companies that will run everything for you. Digital marketing is where your focus should be, so if you can afford it pay for all the help you can get.
If you are considering selling your business, a virtual presence is going to be crucial if you want to attract younger buyers who will care a lot about whether or not you exist online. If you’re buying a business, you need to look at ways you can revamp the marketing strategy of a business that doesn’t have much of a virtual presence from day one.
The message here is simple. The next generation of working and money-spending people are online, so that’s where you need to be too.
Are you a business owner who hasn’t updated your digital marketing in a while? Are you looking at businesses to buy and want to know more about how to revive a business without a virtual presence when you take over? Do you have questions about how to reach the newest cohort of customers and want to see businesses that are currently doing this well? Ask us! Leave any questions or comments and we would be happy to help.