Caroline Bradley, director of digital content agency Sorella + Co, explains why it is important to spend time on your online presence and what you need to do in order to master it
There is so much to do when you’re running your own business and it’s easy to let things like your website and social media take a back seat. But with more and more brides starting their wedding dress search online, it’s important your virtual shop window is just as well presented as your physical one.
Many clients I work with are keen to put time and effort into their website and their social media platforms but just feel unsure where to start. If working online is a little unfamiliar to you then it can feel daunting but it really doesn’t have to take up too much of your precious time.
Here are some simple things to can do to make sure you make a good impression online.
If you have a blog or news section on your website then update it at least once a month. New content will keep your website looking fresh and current and will also boost your SEO - meaning potential customers are more likely to find you online. It’s also a great way to keep in touch with your brides and let them know when you have a sample sale or when new collections arrive.
If you change anything about your business such as your opening times, your logo, your telephone number or your email address, then make sure you update these things on your social media platforms and your website. You don’t want to miss a bride making a call because they’ve been dialing the wrong number or trying to get in contact when you’re not open.
You don’t need to be on all the social media platforms to make an impact. I would suggest starting with Facebook and Instagram. Facebook is a great way to put messages and information out there and Instagram is wonderful because it’s so visual so you can really show off your shop. Set aside half an hour once a week to schedule some Facebook posts and interact with bridal brands on Instagram.
You may get so used to looking at your website that you become blind to when it needs updating. A couple of times a year, take a step back and look at your website. Does it suit your style? Your brand? How does it compare to your competitors? If you’re not sure then speak to others on your team and listen to their opinions.
If creating a digital presence is just not your thing then ask for help. There are digital agencies like Sorella + Co who can help you create the right content and social media posts for your brand. Alternatively you might have someone digitally savvy on your team who would love to make social media and blogging part of their role.
Find out more about Sorella + Co and the services they offer by visiting their website, or for more advice, check out retailer Emma Hartley’s tips on how to be the best in the bridal business.