We can no longer count the number of companies that are launching headlong into a digitalization project. Some in order to do like the competitor, others to respond to the injunctions of our society which now swears only by the virtual, or even by simple personal vanity. Because it is always rewarding to be able to display a pretty window display that sings the praises of one’s activity. Even if it were dematerialized. Of course, an online presence is useful for developing a commercial activity (services, hotels and restaurants, sale of products, etc.), but it is not always necessary and can even be dangerous. In the absence of strategic support on the issue, some companies get bogged down in a badly put together, badly thought out, badly piloted digitalization project. The loss of time – and money – that ensues is often not negligible. Especially for small businesses.
Digital ayatollahs often forget real life and common sense
Digital ayatollahs often forget something. A detail that is however important, the real, the real life…. and common sense! No, digital is not always the best solution to make your business known and develop. In e-commerce, places are expensive. Only a handful of establishments “go up” to the first page of Google. How can we hope to be visible, to have “e-customers”, when the company only appears on the third or fourth page of the search engine?
Let’s take the example of a wine producer who wishes to develop his activity. On the Web, he will be confronted with giants of the sector. Behemoths like Nicolas, Cash Vin, Dock du Vin, etc. It is difficult, if not impossible, for this producer to succeed in the online game. If he wishes to publicize his brand and his product, it is better to establish with him and for him a strategy on his scale. Why not around small physical and local events (stand in markets, presence in fairs…). And, if he manages to develop his turnover and retain his customers, then he can calmly consider an e-commerce strategy, a strategy adapted to his activity and his target.
Indeed, loyal customers on the markets will be the first to browse the producer’s site and therefore the first to buy online.
The logic is the same for small traders
Especially in the world of ready-to-wear, how can neighborhood boutiques stand out on the Internet against brands like H&M, Promod, Ba&Sh, but also platforms like Amazon, Shein, Veepee, etc.? Seeking great online visibility in this case has little interest. The main client of this type of business is a local consumer. It is also because it is ultra-local that it is often very loyal. For such a local business, the clientele does not come online but in the street. Before looking for an online presence, it is therefore essential to think about the visibility of the store. Is it sufficiently lit? Is it located in an area
passing? Are their hours clearly displayed? Questions that may seem innocuous but which very often go by the wayside. However, they are essential before considering any digital project.
Rely on the power of famous platforms
What about the liberal professions, auto-entrepreneurs and other actors who have neither a storefront nor materializable object to sell? These actors must indeed, in one way or another, deploy their online visibility (unless they have a solid reputation and they have the possibility of developing only through “word of mouth”. It’s rare, but it does exist). These professions do not necessarily need to have their
own site and have the opportunity to rely on the power of famous platforms. Physiotherapists, osteopaths, podiatrists… can thus count on the influence of Doctolib. They have the opportunity to introduce themselves, to indicate their activity, their mode of exercise, their prices… and even to distribute photos of themselves and their practice. The same goes for restaurants, hotels or lodges, which can very widely be presented via specialized sites such as Booking or TheFork. Many establishments choose not to have their own site and to be only visible on these platforms. Other companies opt for an even simpler solution and limit themselves to a Facebook page or a Google reference via a business listing (formerly known as “Google my business”). A minimal presence on the Web which in some cases is enough to achieve its final goal: to increase its turnover.
Digitization and damnation
It is therefore better for a large number of players to have a simple and effective presence on the Web than a complex, time-consuming and costly strategy. Because yes, digitizing your activity is not an easy task. It presupposes both having a global view of the sector, the activity, the geographical area, the commercial objectives, etc. It then supposes determining the best possible strategy. This strategy takes into account the creation of a site, but also its referencing on search engines. A complete and in some respects complex project which presupposes both having the financial means and surrounding oneself with the right people. Seasoned and enlightened service providers who are able to have not only a technical eye but also a strategic and global vision. Otherwise digitization could well rhyme with damnation.
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Stop all digital, the supremacy of the Internet
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