Have you ever walked by a storefront and stopped to look curiously because you couldn’t quite figure out what it was? This happened today as I noticed a new storefront on Chicago Avenue. At first glance I considered stopping in to check it out; I saw album covers and things of other like interest on display. Then as I looked up, the signage said “Mr. Ping Pong Table” and listed other related products.
As my eyes glanced to the right, a big sign also said “U-Haul rental here!” Interesting, I thought, is this to bring home your new ping-pong table? It didn’t stop there-- as I took my line of sight back to street view, I saw a flower display in the right window. Yes, more varied signage indicating that “Mr. Ping Pong” is also “Mr. Flower”. What?!? I walked away confused, and thus my brain began blogging.
The same thing happens with website traffic, but much more quickly. I will be the first to say I am guilty of scattered focus and delayed update. Much like the copywriter who’s own blog is old because they are too busy blogging for clients, or the web designer with a site that has been static for 6 years, or the fitness instructor who doesn’t stretch or foam roll (that’s for you Hope of 'Hope and Piece') as she advises her students to. (Guilty as charged, yet again.)
So, as I am working on my own gaps noted above, I ask you all to consider the same.
- How long has it been since you updated your website? (This also helps keep fresh with search engines)
- When did you last tweak your social media platform bios and information?
- Is your LinkedIn profile up to date? Are your specialties all covered with relevant key words?
- What about any other traditional or online marketing material positioning your business services?
- Don't be afraid to reach out to solid peers, ask them to look at your site and summarize back to you what it says you do. It could be very enlightening!
We are always growing and evolving, personally and professionally. Time can fly very quickly before we realize that what we project online (or offline), is not accurately reflecting our most recent and relevant value proposition, niche focus, and business service offerings.
This is not to say you shouldn't share your many other sides, but draw your audience in with your most engaging, specialty focus first. Kind of like a date… Then as they get to know you and your business offering, they will be more inclined to stick around and hear about all of those other great things you have in your back pocket and can support them with as well.
In the meantime, if you need a place to buy flowers to put on your new ping-pong table while listening to your new record albums, after you’ve driven them all home in a U-Haul, I know a place…
PS (can you ps in a blog?) I did Google this store, and found that online, their message is very focused, If the same could be done to the store front, perhaps more foot traffic will be encouraged! If I'm going to use a local store as an example, the least I can do is give them a little plug. I'm all about supporting your local small biz :)
