Five-step digital checklist to boost your business
By Colleen Bryon
You probably put a lot of effort into your store’s physical location, from perfecting endcaps to alphabetizing supplements. But what about your store’s digital foundation? Here’s a checklist to help you build a strong and successful online presence.
Step 1: confirm your brand identity
Branding consistency has been shown to increase revenue by up to 20 percent—so don’t bypass this essential step. Brand identity includes logos, brand marks, colour palettes, and guidelines such as your signature voice and values. Is your brand’s voice laidback and relatable? Witty and irreverent? Serious and informative? Whatever you choose, stick with this identity across every channel, from website copy to Instagram captions.
Step 2: establish a content management plan
Next, who will do what? Consider enlisting an eager employee to manage your social media channels. You could offer extra days off, work-from-home opportunities, or store credits as compensation. A freelance graphic designer, meanwhile, can help with everything from logos to a custom website. Some freelancers even offer super-speedy “website in a weekend” packages.
Step 3: create or update your website
Small businesses with a well-functioning website grow 50 percent faster than those without one. Don’t wait—ensure your site is up to date, or create one if you haven’t already. A modern and mobile-friendly layout is essential. Keep your site design simple, and be sure to include a call to action (CTA) on your homepage, such as “visit today!” If you don’t have a website, now is the time to invest in one. We recently revamped cnhr.ca using Squarespace, an affordable and user-friendly website builder, and it was easier than you might think.
Step 4: establish a social media presence
Repeat after me: your social media content should not be perfect. Authenticity is far more important for customer engagement and loyalty. Start with Facebook or Instagram, but be sure to register your preferred handle on all platforms to ensure brand consistency. Keep your content personal and light to build trust, like sharing snippets of your staff’s day. At alive magazine, for example, our behind-the-scenes office clips are some of our best-performing posts.
Step 5: set up a newsletter plan
Research reveals that email is 40 times more effective at engaging new customers than Facebook and X combined. Add a simple pop-up to your website to prompt newsletter sign-ups. In store, offer customers a 10 percent discount if they sign up for your newsletter. Then, ensure that newsletters are delivered regularly and provide value: mention promos, product highlights, and personal anecdotes. (And don't forget that our retailer newsletter, thrive, goes out every month to our subscribers. Sign up at cnhr.ca/subscribe!)
Here’s a CTA for you: send me an email at colleen.bryon@alive.com to let us know what digital difficulties you’d like CNHR to help solve! We’d love to delve more deeply into the issues that matter to you.