It is no longer possible to count how many companies are throwing themselves headlong into a digitization project. Some to do like the competitor, others to respond to the injunctions of our society that now swears only by the virtual, or even by simple personal vanity. Because it’s always rewarding to be able to display a beautiful showcase that praises someone’s activity. Even if it was dematerialized. Of course, an online presence is useful for developing a commercial activity (services, hotels and restaurants, selling products, etc.), but it is not always necessary and can even be dangerous. In the absence of strategic support on the subject, some companies get bogged down in a poorly designed, poorly thought out and poorly conducted digitization project. The waste of time – and money – that often ensues is not inconsiderable. Especially for small businesses.
Digital ayatollahs often forget about real life and common sense
Digital ayatollahs often forget something. One detail, however important, the real, the real life…. and common sense! No, digital is not always the best solution to promote and develop your business. In e-commerce, places are expensive. Only a handful of establishments “go up” to the first page of Google. How can we expect to have visibility, to have “e-clients”, 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 wants to develop his activity. On the web, he will come across industry giants. Giants 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 wants 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 at fairs…). And, if you manage to develop your turnover and retain your customers, then you can calmly consider an e-commerce strategy, a strategy adapted to your activity and your target.
Indeed, loyal customers in markets will be the first to browse the producer’s website 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 such as H&M, Promod, Ba&Sh, but also platforms such as Amazon, Shein, Veepee, etc.? Seeking great online visibility in this case is of little interest. The main customer of this type of business is a local consumer. It is also because it is ultralocal that it tends to be very loyal. For a local business, the clientele doesn’t come online, but on the street. Before looking for an online presence, it is therefore essential to think about the visibility of the store. Is it sufficiently lit? It is located in an area
ticket? Are your hours clearly displayed? Questions that may seem innocuous, but that often go unnoticed. However, they are essential before considering any digital project.
Trust the power of famous platforms
And what about self-employed professionals, self-entrepreneurs and other actors who don’t have a showcase or materializable object to sell? These actors must, in one way or another, implement their visibility online (unless they have a solid reputation and have the possibility to develop only through “word of mouth”. It is rare, but it does exist). These professions do not necessarily need to have their
own website 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 distribute photos of themselves and their practice. The same goes for restaurants, hotels or inns, which can be widely featured on specialized sites like Booking or TheFork. Many establishments choose not to have their own website and to be visible only on these platforms. Other businesses opt for an even simpler solution and stick to a Facebook page or a Google referral via a business listing (formerly known as “Google my business”). A minimal web presence that in some cases is enough to achieve your ultimate goal: increase your revenue.
digitization and damnation
Therefore, it is better for a large number of players to have a simple and effective web presence than a complex, time-consuming and expensive strategy. Because yes, digitizing your activity is not an easy task. It presupposes having a global vision of the sector, activity, geographic area, commercial objectives, etc. It then assumes determining the best possible strategy. This strategy takes into account the creation of a website, but also its referencing in search engines. A complete and in some aspects complex project that presupposes both having the financial means and surrounding yourself with the right people. Experienced and enlightened service providers, capable of not only having a technical eye, but also a strategic and global vision. Otherwise, digitization could very well rhyme with damnation.