As you can probably tell from my last couple of posts, I have been doing a lot of thinking about ways for businesses to run and market themselves smarter and more effectively. I started with the importance of a company’s employees knowing exactly what their job is and what their role is in the company at large. Then I unpacked the crucial skill of understanding and being able to explain what one’s business does. If both of these things are not in place, a company will be shortchanging themselves in terms of effectiveness and overall success. Today, I am going to pose a question: if both of the above aspects of a business were in place, but no one knew about the business from the outside, would it succeed?
It reminds me of the old adage, “if a tree falls in the woods and nobody is there to hear it, does it make a sound?” If I were to answer that question in terms of a business that no one knows about, I would say, “it might make a sound, but if no one is there to hear it, then why does it matter?”
This all came to me the other day when I was driving down a busy street in my town. I passed a small restaurant that had a new sign out front that had the name of the restaurant as well as what their specialty was. I could see inside through the big windows and it looked clean and tasteful. The description of what they offered in there sounded amazing, and I am looking forward to trying it out. But here’s the interesting thing: that restaurant has been open for probably about a year now. I’ve driven by it hundreds, if not thousands, of times. And yet I never considered eating there before the other day.
Why is that, you might ask? It’s because up until recently they only had a sign that said what their name was, which was in a language that I don’t understand, and no explanation whatsoever of what kind of food they served in there. They had blinds on the windows so I couldn’t even see inside from the street. So the whole place was a big mystery to me, and I’m sure many other people who drove by it, for an entire year. Even if they serve the best food in the whole area, it doesn’t really matter until they put up that sign and opened the windows. The same goes for any kind of business. A certain company might provide the best possible service in their industry, but if no one knows who they are, then they probably don’t have a lot of people to serve.
Granted, some businesses find a way to establish an amazing reputation for themselves by word of mouth alone, but I would argue that it is extremely important for a business to work on what they look like to a complete outsider, someone who has never heard of them and stumbles upon them for one reason or another. If it is not blatantly obvious to an outsider what your business is (and does), then you definitely need to work on marketing. It should be so obvious that all someone has to do is glance as they drive by (or to find the internet equivalent, see the name of your business in a list of search results on Google?) for them to know about you. They shouldn’t have to go inside, or call you, or go through your whole website, to understand it.
If you’re interested in improving your web presence and making your business stand out to to outsiders, get in touch with us here at FreshySites. This is what we do, and we’d love to help.