Social media is obviously prolific. With the major events happening this year, the pandemic, multiple elections, riots and major weather catastrophes, social media has been a source of news for many people around the globe. But how does this relate to small businesses? In this day and age do we need a website? Do we need a presence on every social media platform? Which one is best?

Here are very practical points to help you make some decisions.

1. Play in your customer’s sandpit. If your customers use Facebook to find services then you should have a presence on Facebook. If they peruse Instagram for design ideas then you should be there too. Just as you might have advertised in a local paper or radio station you need to show your face, your brand, where your potential customers are.
2. Fly your own flag. You’ve probably spent a bit of money or at least a lot of hours developing your own business identity. At least picking a great name but also colours, a logo, and a style that represents you and your future business. Social media platforms are designed to promote themselves or at least dominate all other brands. It’s mainly for this reason that you need your own website. Some platforms are doing a good job of making all your information available, like contact details, but they’re normally hidden and difficult for a customer to find. Your website will truly represent your business and it’s brand. 
3. Welcome your customer. Everyone enjoys the familiar, the sense of visiting a place where they don’t need to think too hard about what to do. This is why franchises do so well, even when they don’t have a great product. Their customers are familiar with the environment, they know the process and they know what they’re going to get. You should do the same with your online presence. Synchronise all your online locations so that your Facebook or Instagram and your website all have the same look and feel, based on your own branding. This is difficult on some platforms but it is still possible with content. For example, if you create a new service on your website, use the same imagery and description when you post this update to Facebook. Even before they’ve seen it, a customer should recognise your website if they’ve been directed to it from Facebook.
4. Own your customer. One of the biggest challenges with social media is the relationship you have with your customers. Likes are good but followers are great because you can communicate with them. However, you’re really just posting to them, not actually communicating with them. Large businesses use a Customer Relationship Management tool to track customers and their relationships, be it a lead, engaged, transacted or a loyal customer. None of this is available with social media but it’s vital for you to at least respect this with your own customers. A website gives you more control over how you communicate and relate to your customers.

So as you continue to develop and grow your business, be aware of the opportunities and limits of online platforms as you work towards fostering the very best relationships with your customers.

Creating a new website from scratch is sometimes a daunting task. Shock takes away the technical and web design challenges but you still have to consider your images and text content.

Let me describe an approach that might be useful for you.

Rather than thinking of a website in isolation, remember why you’re creating it. Ultimately it will exist to represent your business online either as a fairly static online brochure or ideally a very dynamic representation of the work you do on an ongoing basis. So when you’re creating your website start by thinking about your business. 

All good businesses should have a business plan. These come in many formats (depending on your business maturity and industry) but they all include the following:

1. How would you describe the customer you service?
2. What is your unique value proposition (a statement that describes why you’re different)?
3. What are your services or products you sell?
4. Why do you exist (why did you start the business, from a customer’s perspective)?

If you don’t have a business plan, add your own answers to these 4 questions. This is both a thought exercise as well as a method of putting together marketing content, a website being one of the marketing channels.

Photos and Images

Now the imagery. Overall, always use bright, clear images and never use pixelated or blurred photos. They might look kind of OK on your phone but on a customer’s large screen PC they just come across as unprofessional. Luckily a modern phone can now take high resolution photos, just make sure they’re taken in good light and you should be good to go. People love seeing happy people so if you have a choice always lean towards a photo of a person, especially if they’re smiling. 

Testimonials

I’m starting here because these are normally the easiest. Visit your best and friendliest customers and ask them if you can take photos of them using the result of what you did for them (service or product). You don’t have to show their faces but if you do make sure they’re smiling (take some good Dad jokes with you). Then ask them to tell you why they enjoy what you’ve done for them and capture what they said, in their own words. Add a new testimonial post for each customer (and more than one photo if they turned out good). Not all testimonials need a photo so if a customer gives you a great quote think about not including a photo and a coloured box with the quote will be used instead.

Tagline / Introduction

The tagline and introduction sits on top of your “hero” image (the top image of your website that everyone sees when they first visit is called the hero image). Because you want the tagline to stand out, make sure you pick hero images that don’t have any text in them and are fairly neutral. Not that I’m suggesting landscapes, but I’d describe a country landscape as a good neutral background versus a picture of your business card, which would be confusing for the visitor.

Use your unique value proposition and description of your customer from your business plan to craft a tagline (ideally less than 10 words) and introduction (10 to 25 words).

Service/Product

You can now add your products or services. Just use the information from your business plan and describe each service/product in a separate post. You’ll only need a paragraph and focus on describing the customer benefits. Ideally take your own photos but you can also pick images from the stock photos or head over to Unsplash to search for high quality photos.

About You

Include a description of yourself (or whoever manages the business) to personalise the text but also include why the business exists. You could add a post for each person in the business as well as a post about the business itself. The more you add in this section, the more your customers will feel they’re getting to know you. Remember, your website represents who you are but online, so use your own words and think about how you might describe yourself and your business when a customer is standing in front of you. Adding photos (smiling or at least happy) of each person allows your customers to feel comfortable knowing they’ll recognise you when they first meet you in person.

You could go on to creating a blog, adding news or promotions but what I’ve described will get you going with a great, professional website that hopefully you’ll be proud of. 

If you have any questions on this or using Shock don’t be shy and send us a message or feedback. 

As always, good luck with the future of your business.

Isn't it interesting how this event we 're calling COVID has affected everyone, so universally? In most cases in my life on this planet, major events have either been local to a town or country or even had ripples around the world. But this pandemic has had ripples emanating from every part of the world. It goes without saying that, life has changed. But the bigger question is, will these changes be permanent?

Social distancing, masks (& the associated debates) and lockdowns will surely evolve as each country gets a better handle on managing the spread and dealing with the consequences of sick people. I can be hopeful and imagine a time where we deal with COVID like we do with the existing flu each winter season. Yes, the flu kills a lot of people and medical facilities are stretched over the winter period but it is managed and most people see this as normal.

What will be the new normal after we are able to manage COVID19?

The world's population has been shocked into doing things differently. It surprises me that we have talked about some changes for decades and then in a matter of weeks it has been done. Moving to online education is an example of this. It has not been a clean and tidy change but we've all made some transitions now and experienced the difference. For some of us this new place is not so bad and may even be better. For example, in the UK one research company suggests that 91% of office workers would like to work from home at least part of the time (Eskenzi). In the US the number is lower, 43% of full-time employees (2), but that is all employees and a bigger overall number of people. Even in smaller countries like New Zealand, 38% of people had never previously worked from home but two-thirds found it easy to do so (3).

So we will not be going back to the pre-COVID normal. Things have changed and people have changed. This has had a financial impact today but will also have a long term business impact in the future.

Now more than any other time in recent history we need to start thinking about how our business operates in this new environment. If your business model does not change completely then the way you sell and service customers definitely will.

For the faint-hearted out there, just bear a thought for the businesses during Spanish Flu of 1918. They had none of the technology advancements we have today. Even if this pandemic happened 20 years ago we'd be hard pressed to be so nimble and have the opportunity the Internet and global communications have given us today.

So how should we operate our businesses post COVID19?

There are a number of common tactics that most businesses can apply. They assume that you're not in the tourism or travel industries, these guys will need more drastic action and support. These four tactics revolve around marketing and communication, these days that means online, but also the products and services you already provide.

1. Ensure all your marketing material is online and consumable on a mobile device

In research conducted prior to COVID, more than 50% of consumers come across products online first. This would have vastly increased during lockdowns but even after, with people's reluctance to spend time in crowds, this number will have increased. In most English speaking countries, smartphone Internet usage is 80% or above. If you don't have a website that a mobile phone can find and easily navigate you'll be losing customers immediately.

2. Start experimenting with online ads to direct customers to your website

Online ads are amazingly cheap and easy to get started. They're still a little complex so ask around for help if you're unsure. Facebook can target your customers with a simple image and message for a few dollars a day. If you are starting to offer a new service or product variation this is a great way to spread the word. Each ad will direct these new customers to your website where they can find even more information about you.

3. Experiment with add-on services

We need to think a little differently now that our customers are working and living differently. If you already have loyal customers, think of new ways that can accommodate the more immediate challenges your customers are facing. I saw a great example of this at a local retail business selling gifts. The owner was finding people either didn't want to come into her store or couldn’t get the time so she offered an online video chat and would walk around her store showing people her products and offering suggestions. She used to do this in person so there wasn't a big change but her customer loyalty went through the roof. Her measure of a good day used to be foot traffic through the door, now that door is a little wider.

4. Experiment with deliverable products

Many more people are buying online but that doesn't mean they want to stop buying local. If anything COVID has supported both of these themes. You don't have to be an Amazon to sell your products online but you do need products that are easy to ship and service. For example, a local craftsman makes children's beds but he has found a way to sell these online by designing the parts for his beds to be flat-packed. I could imagine he could also partner (or expand his own services) to offer an installation service as well. He now has a lot of enthusiastic customers from around the whole country whereas pre-COVID he was only selling in his local area.

While change can be a scary thing, take heart that it's only the transition that might be challenging. Coming out the other side is always a better thing, even if it's just realising all the lessons you've learnt in the process. I'm confident that if we enthusiastically apply ourselves, work together and make the most of what we've got, we're going to end up in a better place.

Best of luck.

Fortunately or unfortunately, technology is always evolving. Most of the time this is great news but it also means that if you rely on technology, and who doesn’t, you need to constantly be upgrading and maintaining it. 

This is very true for websites … especially security.

The practical reason to keep your website current is so customers can find you. Search engines now have specific criteria that determines how they show your site when someone does a search. Does your website meet some of the more obvious criteria? 

⭐️ Is it mobile friendly (it resizes and looks great on a mobile phone)?

⭐️ Is your site secure and encrypted (use SSL certificates, https to access)?

⭐️ Is it fast (your host and web builder platform shows your website within seconds)?

⭐️ Does it have new content every few weeks (can you do this easily)?

⭐️ Do other sites refer to your website?

⭐️ Is your content well described (with keywords and tags)?

If your current website doesn’t include these items and you haven’t touched it in the last few years then probably no one else has either and it pretty much doesn’t exist to the rest of the Internet.

This may seem a little overwhelming especially when you thought you’d “done” your website. But there are tools out there that make the job easier. Depending on your original website builder or designer you might even be able to get the underlying software upgraded. This is normally the easiest as you won’t have to recreate all the content.

If you do need to replace your website, do consider Shock. You can cut/paste your content and get 4 out of 6 of the list above, automatically. Shock allows you to add content shockingly quickly and this will tick off the other two, too.

It’s probably not surprising that this question is still being asked. People generally prefer to interact with other people so if your business is able to meet your customers in person why do you need a website? You have business cards and maybe brochures right?

The technology has also been difficult for both the website creator as well as the website reader, especially those with less technology experience or no access to computers. These difficulties have been a big barrier for many businesses. But as Bob Dylan croons, ‘the times they are a changin’. 

In 2007 Apple introduced the iPhone and this device completely changed everyone's ability to get online. Searching and viewing a website has never been easier and accessible to so many people. Since 2007, the smartphone has become pervasive allowing all ages and all socioeconomic groups to access the Internet from a device in their pocket.

So the website reader problem has been solved for most of us.

Until very recently the online tools for creating and managing a website have been cumbersome and full of jargon and complexity. Various companies are attempting to address this problem, including our Shock team.

Shock is a mobile app. Smartphone apps are inherently easier to work with than full featured laptops. Because a phone has a smaller screen it forces developers to focus on bare necessities and not complicate the application with thousands of (often never used) features. 

Shock automates many technicalities so us-average-people don’t need to know these techie bits exist. Things like selecting and connecting a domain name, hosting the website, creating individual web pages, managing SEO, updating old design templates, adding and updating components. All of this done automatically by Shock.

So with Shock, the website creator and updating problem has been vastly simplified. It hasn’t been completely solved yet but the Shock team are feverishly working on that.

But what about people interacting with other people? That hasn’t changed has it?

Well no, it hasn’t changed but it has definitely been influenced. With the prevalence of smartphones and the indoctrination (good and bad) of social media, many people are now supplementing their in-person interactions with online interactions. You’ve probably done it yourself, if you’re in a conversation and someone asks a question that know one knows the answer to, what do you do? You reach into your pocket and do a quick search.

This action is becoming a habit for many people. So when there question is, “I need to get my toilet fixed, what plumber should I call?” there will be a question around the room but there will also be a question put out on the Internet. If your business is not online you will not be part of the answer.

So you’ve read the theory, here are some specific advantages of having a website:

• It’s available 24 hours a day, 7 days a week, 365 days of the year. Whenever a customer has a question, your website can respond with information.
• It’s convenient. Your customer just pulls their phone out of their pocket to learn all about your business.
• It’s cost effective compared to the organic world. You don’t need a physical store or print brochures and literally millions of customers can still see it.
• It’s a form of marketing. With customers spending more time online, seeing you online will reinforce your brand and their awareness of you.

A business website is really all about your prospective customers and their needs. It’s goal is to turn a stranger, a visitor or someone who doesn’t know you and your business into a purchasing customer. A website allows you to generate leads, sell products and services and establish your credentials.

Your online presence (a website and your social media) should be the very best representation of you and your business so get started today.

Automatic Page Layouts

Your content is automatically presented in an easy to read a beautiful way, no need to build your pages from scratch.

Free Hosting

Shock will host your website for you so it’s safe and secure.

Website Metrics

See how many people are visiting your website daily and across the weeks.

Mobile Optimised

Shock is a smartphone app allowing you to update your website while you're out and about. Take a photo, add a caption and post it to your website in less than 60 seconds.

SSL Certificates

Every Shock website is secured with a free SSL certificate.

Socialisation

Your website can list links to your social media pages and automatically post updates, from your website, to your Facebook page.

Automatic Upgrades

The Shock app and your website is automatically upgraded for security reasons, new features and design changes that will keep your website modern and fresh.

Mobile & Tablet websites

Every Shock website is designed to look great on a smartphone, a tablet and a desktop.

Industry Stock Images

Select your business industry and you can pick from a curated list of images to use on your website.

Automatic SEO

Shock websites automatically include SEO components to increase your website in search ranking. Including, fast loading, mobile friendly, automatic image tags, formatted pages.

Domain Names

With our Sorted Subscription you receive a free domain name of your choice. If you already have a domain name, update your DNS and add it in Shock and your website is ready to go.

What is Shock?

Shock is a website generator. This means you don’t need to build the website yourself. Shock will create a website in less than 2 minutes using your smartphone. Shock allows you to update this website in less than a minute. If inclined, these updates can automatically post to your Facebook. The website you create can be viewed on any desktop, tablet or phone on the Internet.

Who is Shock for?

Shock has been designed to allow anyone to generate a website regardless of technical or design ability. We’ve designed it for typically crazy-busy small businesses but if you have an idea and want to share it online then Shock is perfect for you too.

What do I need to get started?

Just an iPhone or Android phone, it really is that simple. After you download Shock from the app store you get the first 2 weeks free. Setting up a website takes less than two minutes but you’ll want to take some photos, edit some text and show it to your friends. Your website will be available to anyone with a browser and an Internet connection. Yes, it’s live on the Internet immediately.

How much does it cost?

Shock is free to download and use. Your generated website is available to the Internet free for the first two weeks. Once you’ve got it looking just right you can select a monthly or annual subscription to keep your website shining and available. Prices in your currency are shown in the Shock app, Menu > Settings > Subscription.

How do I update content?

Within your Shock app simply tap on any part of your website to update it. So to update a customer testimonial just tap on it to add or change the image(s), replace it with a colour block, change the quote and the description. Tap the check to save your changes.

Do I need a business logo?

Strictly speaking, no. Just type in your business name and that will be used for your website. However, if you’re starting a business then it’s in your best interest to create a logo that represents your brand, ambitions and values. A logo is a cornerstone of representing your business and helps customers identify you. When you upload your logo to your Shock website the colours will automatically be applied to your website palette. This will reinforce your brand and make your website look professional.

Do I need my own domain name? What if I already own a domain name?

With a Shock website you have three options: 

1. Using your business name with n8.nz. For example, SparkieSteven.n8.nz. 
2. Using your existing domain name. Within Shock you can enter your existing domain name and it will be used to address your Shock website. You will need to update your DNS records and there are instructions on how to do this.
3. Choose your own domain name using Shock. Shock will do all the technical wizardry and connect it all up for you.

The reason to have your own domain name is the same argument as having your own logo. You have it to improve and provide a consistent brand for your business. In other words, it’s always a good idea to have your own domain name when you have a business.

I'm a farmer therefore I'm practical as hell and want the tools I use to just work, first time, quickly and efficiently. I'm not an IT geek but Shock works just like my other tools! I've been able to give my feedback while using it and the Shock team have always done their best to make changes . I would not have a website without Shock, thank-you. CoalCreekHoney.n8.nz

It really was easy to use & I had a website up & running within minutes - they’ve literally done all the hard work for you...the default content is all you need but I was still able to personalise it as much as I chose. Honestly, makes building a website enjoyable & a breeze - just the way it should be! licencetowire.co.nz

We are very thankful to have found Shock. Not being technology orientated and owners of a small business we rely on tools like this to set up our web page. In the past we tried other products that were supposed to do the same thing, but the building of the web page was not as straightforward and the final product never lost its template's look. With Shock the experience was totally different. We started from nothing and within ten minutes we had a live web page that was active, with our old domain address and with a great professional look. Shock really stands apart. Thank you Alfredo and Christie. www.kristys.co.nz