Any small business that fails to make itself known to the online community is missing out on a big opportunity. The reality is that much of the world now looks for products and services online. According to Google, it could even be close to around 90%. An effective online presence often takes more than a simple website with a phone number and address. The following are reasons your company should go online, as well as proven strategies.

Accessibility

Unlike a store or office building, the Internet is available 24/7. Potential customers can find your business and learn everything they need to know after normal business hours. Many people also feel more comfortable shopping around online. They don’t feel pressured and can do honest evaluations of products and services in the comfort of their own homes. An online store also allows customers to make a purchase as soon as they become interested in the product. If they have to wait for your store to open they may become disinterested or not have the motivation to physically go there.

Take online shoe store Zappos for example. Not only have they become one of the most successful shoe retailers in the nation, they have done it entirely on the web. The store is open 24/7 and they also provide a help service in the form of instant messaging. Customers get the convenience of unlimited access along with the personal touch of a human being.

The effectiveness of these practices are backed up by the numbers. According to a survey done in 2011, 89% percent of consumers expect a company to have a website. If they find that they don’t they may not take the company seriously. According to the same survey, 74% of customers visited the website of companies they received a bill from. This is because 50% of customer bills are now paid online. An online presence is becoming less of a luxury and more of an expectation.

Personal Branding

Every small company knows that customer trust is essential. One of the best ways to establish that trust is to display the personality of your company online. Customers feel more comfortable when there is face to go with the name. One way you can do this is through video. Short interviews and testimonials are cheap and easy to produce and can highlight the personality and culture of a company.

Social Engagement

Interactions with customers make them feel valued. Social media cites are free and easy to use. There are currently over a billion Facebook users worldwide. If utilized correctly, you can potentially attract any of them. Social media cites such as Facebook and Twitter as well as forums and blogs are casual venues where customers can provide feedback. Whether they are especially impressed with a product, have questions about how to use a service, or even have complaints, this is where they can voice their concerns. It is easy for businesses to respond and showcase their excellent customer service.

It is also important for small business to connect with other local industries. With an online presence, opportunities may open up to build relationships and partnerships with other companies. Failure to do so means isolation and stunted growth.

Ford Motor Company has emerged as one of the most successful companies to integrate social media into their online presence. One example is their blog. The layout encourages viewers to read customers comments before reading their own article, showing that they value user feedback.

Reviews

Because reviews are so accessible these days, many potential customers check them before making a decision. If there are no reviews for your company, a customer may be suspicious of your services. Of course there is always the possibility that someone will post a negative review, but consumers will overlook these if there is an overwhelming majority of positive response. If you treat your customers well and put out a quality product, there is no reason to worry anyways.

One great example of company promoted reviews is Vivint, a security and home automation company based out of Provo, Utah. The home automation industry is still unknown to many homeowners, and positive reviews from outside sources help potential customers understand its benefits.

The Growth of Mobile Use

Mobile technology is becoming more common for the average consumer. Approximately 50% of customers now carry a smartphone. This growth creates even more opportunities for businesses to reach a broader audience. Many smartphone users use their mobile devices to search for information, whether it’s a place to eat or a local shop where they can fix their car. In fact, 94% of smartphone users search for local information using their mobile device.