With over 20 years of experience in business and communication, I empathize with the stress that entrepreneurs and small business owners face in maintaining an online presence. The relentless pressure from web developers and online marketers to create a website, social media accounts, and fresh content can be daunting. Nonetheless, it is crucial to remember that the primary objective of any business is to generate profit, and having an online presence should aid in achieving that goal.
It is not uncommon for small business owners to question when they will have time to do their actual work if they spend so much time promoting their business online. Additionally, they may worry about the cost of hiring professionals to manage their online presence and the impact that may have on their profits.
It's critical to maintain corporate ethics and not compromise the core values and interests of the company in the name of profit.
Increased revenues, alongside increased online visibility, should be the goal of having a presence online.
It's important to keep in mind that revenues or hours invoiced for a service are more significant metrics than clicks for entrepreneurs and small business owners who have a very limited budget.
As a response to the aggressive and often irrational offering of online services, neglecting basic business principles and interests, I have started a blog to highlight the direction in which mediapraxis is developing and the way businesses are conducted. It is important to remember the basic model of communication, which involves the sender of the message, the channel of communication, and the receiver of the message.
The goal of the sender is to ensure the message is sent through a secure channel, without interference, so the intended receiver understands the message.
Unfortunately, the basic model of communication is often forgotten on the internet. It is common to see messages sent through the wrong channel, with the wrong message, or with so much interference that the receiver cannot understand the message. This is why this blog is a reminder of the basic and universal principles of communication, advertising, and marketing. It is important to take a step back and consider the message being promoted and whether it aligns with the values, products, or services being offered.
Expanding on this topic, it is important to note that having an online presence is not a one-size-fits-all solution for all businesses. While it is true that having a website and social media accounts can increase visibility, it may not be the most effective way to reach the target audience for every business. It is essential to consider the unique characteristics of each business, such as the target audience, products or services offered, and the competitive landscape.
For some businesses, a strong online presence may be essential, while for others, it may not be necessary. For example, a local restaurant may benefit more from a strong offline presence, such as word-of-mouth referrals, local events, and community involvement, rather than investing heavily in online marketing. On the other hand, an e-commerce business may rely entirely on their online presence to drive sales.
It is also important to consider the cost-benefit of investing in an online presence. While having a website and social media accounts may be relatively low cost, investing in online advertising can be expensive. It is important to weigh the potential benefits against the cost and ensure it aligns with the overall business goals.
In conclusion, having an online presence is not a one-size-fits-all solution for all businesses. It is important to consider the unique characteristics of each business and ensure that an online presence aligns with the overall business goals. Remembering the basic principles of communication and advertising is crucial in promoting a message effectively and ethically.
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