One question we receive a lot from clients is, why do I need an online presence? No need to highlight the Oosyn team will not create a post to explain to readers why online presence is important for business growth, especially when running a beauty company. Rather we are going to review the two options of online presence available for connecting with customers and supporting growth.
Before we dive into these options it’s crucial to clarify that online presence is not the same thing as online communication or online engagement. In fact, they constitute two-three growth strategies and their key performance indicators are also different. For example, when we display a WhatsApp icon or a chatbot on a business website we are mostly looking to grow interactions rather than growing cashflow’. With no further due, let’s dive into the two options of online presence picked by our editors, and which we believe are best for growth.
Geo-location or Online Location
Many browsers offer a business verification process to business owners which basically require creating a business profile with the browser. A geo-location presence means that potential customers can find relevant business details, including business location, when searching for your services. Or services similar to yours. Geolocation based presence is quite simple and powerful for two reasons: 1) users verification process is straight-forward; 2) Customers may choose this option to arrive to your storefront. In fact, Geo-location presence can become that competitive edge that sets one company apart from its competitors.
Let’s use an example of Sisiano, an Avant Garde designer specialised in the design of neckties and fashion straps. Sisiano dedicates his time to designing and making branded neckties suitable for interviews and formal meetings. With geo-location successfully implemented for the designer potential customers are able to see designer’s opening hours and store location just by searching for his services. Google offers clients the option of locating Sisiano’s shopfront through Maps, and without visiting first designer’s website.
How simple is that? Geolocation presence is the easiest way to get an online presence directly from the browser, without the need of visiting company’s website. Also, we’ve seen that nail artist and aestheticians prefer to promote location against other details. While company website is not a requirement for setting up geo-location services research shows that 70% of consumers feel it’s important for a small business to have a website as a process to enhance trust/engagement.
- Tip: don’t bother collecting data on these group of customers because their main goal for visiting your business is for a purchase.
E-commerce and Shopping
Many say e-commerce websites are for retailers, however, websites like Airbnb.com, Domestika.org or Oosyn.com prove the contrary. What is worth mentioning is e-commerce websites are here to compliment the brick and mortar business model.
E-commerce, as an online presence, offer tremendous growth opportunities to businesses around the globe because we are not just telling customers “Hey, we are selling!” We are also telling them “hey, we can deliver our products/services to you!” So there is an important gap to meditate on when going for
e-commerce as a path to business growth. This option also requires going the extra mile for your customers. Furthermore, the process of setting up an e-commerce presence is tedious because the vital part of managing an e-commerce website depends on how well your business is good at managing its inventory. Therefore, before setting up an e-commerce website the business has to be sure its holding enough stock for both its online and offline presence.
If you are asking, why do subscription sites have an e-commerce look? For the industry, it’s what is needed. When it comes to transacting services as a product (SAAP), business owners can either set-up a payroll system or attract customers through a well-designed workflow. For example, on oosyn.com we are making sure customers can receive personalised services after payment is collected.
Also, Netflix.com is keeping subscribers entertained by providing tons of content.
Interestingly, browsers like Google or Bing offer extra benefits to e-commerce retailers by facilitating the promotion of goods through the shopping tab. In case you are not familiar with Google shopping tab we are leaving a link for demonstration purposes only: https://bit.ly/3uktdLE
We hope this post was able to provide insight on how African beauty entrepreneurs can manage their online presence. Contact us and tell us about the online presence chosen for your beauty company.
In the case of Zaron cosmetics we are able to witness an omni-channel approach as the company has reserved an holistic approach towards engaging with buyers.
- Tip: if you do not have a website but still want to benefit from both geolocation and electronic transaction, https://www.oosyn.com/ is the solution for your business.
