The festive season brings many firsts, with consumers looking for different experiences; tired with the same old trips to the coast or some other familiar location. This leads them to look for new places to explore and more often than not they will end up online typing away in some search engine.
While bigger establishments in the service industry have some level of digital presence, it is unfortunate that niche or smaller players don’t consider a digital presence as part of their “findability” strategy. I shy away from using the term digital strategy as it instantly conjures up a complex maze of jargon and technical complexity that many business owners would much rather steer clear of. An example may help drive the point home as it does take a series of inputs to make yourself “findable”.
Say that I own a campsite in the heart of the North Rift that offers camping, nature trails, water sports and bungee jumping an excellent alternative to a beach holiday; the first thing I would do is create a basic online presence to capture what we are all about.
Now, I need to ensure that my simple website can be found. Here is where search engine optimization comes in. This is not rocket science, and there are many free resources online, such as Google Webmaster Tools that walk you through the basics of positioning my site. This takes me one step closer to my goal of getting found when a potential consumer is searching online for alternative holiday destinations.
While I can now be found online, the consumer would probably want to know exactly where we are. My competition will have a central booking office located in town, where you can get additional information, but since I don’t have the luxury of a central reservations office, I ensure that my campsite is listed on Google Maps and Ovi Maps. The benefits of this is that my potential clients can even get driving directions on their mobile from their location to my campsite without having to buy a printed map or getting a driver who knows the area at additional cost.
Almost forgot! I am in business to make money and my clients need to pay their deposits, but I am in the middle of nowhere with no bank in sight! Not to fret though, since my web presence in all its multimedia glory has convinced potential clients to spend at my facility, I can accept payments though the many services that offer mobile payments.
It can’t get any simpler!