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Hi.
I'm Maile Ohye.
This is the last in a six-part video series
to help local business owners create
a holistic online presence that will engage and convert
customers.
Thinking holistically, your potential customers
may have first encountered your business
on any one of a number of sites.
However, they should be able to travel seamlessly
between different channels to find
more information about your business.
On each channel, the information should
convey a consistent message.
Start with the simple step of diagramming
the current channels of your online presence.
For Scott, the realtor mentioned in earlier videos,
he might say, I'm on Google+, LinkedIn, and Yelp.
Verify that each channel provides potential customers
with your business's basics-- address, phone number, hours,
rates, email, et cetera.
This work was outlined in an earlier video.
To create the desired integration,
include links on each channel to additional insights
into your business.
For instance, Scott's Google+ page can include links to his
LinkedIn profile as well as his Yelp page.
Go ahead and add links between your existing channels
wherever possible.
You'll start developing an arrow filled diagram.
Informed by your research, start including elements
that will reinforce your value-add
and personalize your business.
Scott may upload photos with happy customers
or share educational articles about real estate.
With a diagram in place of your business' online presence,
reference common customer journeys
to check that the information in each channel
answers the questions potential customers would ask.
We can step through this process with Scott.
If a potential customer wonders if clients
are happy with Scott's work, she would now
notice the happy photos Scott published.
Let's say the potential customer wasn't completely
won over with only the photos of happy customers.
Another indicator of customer satisfaction Scott could
consider is becoming more connected with the Google+
community to show his popularity.
Since the customer's question wasn't answered
to her satisfaction, she may click through
to the LinkedIn profile that Scott provided.
On the LinkedIn page, the customer
still wants to know whether clients
are happy with Scott's work.
The answer on LinkedIn is a clear yes,
since Scott has numerous connections giving
highest recommendations.
Next, the potential customer might
ask, what are Scott's credentials?
On LinkedIn, it's easy to see that Scott is licensed.
If she then asks the important question,
how many homes has Scott helped to buy?
That question will go unanswered on this channel.
So the potential customer may look for more information
by clicking on Scott's link to his Yelp page.
On the Yelp page, the potential customer
notices that Scott has many positive reviews,
and he's been selling houses for over a decade.
The takeaway here is that the links on each channel
help potential customers explore your business holistically.
While each channel might not be able to answer
all potential customer questions,
together they help your business make a conversion.
Now, the last thing to do is double check
that we've met your customers' needs.
Does your online presence facilitate your goal
to increase revenue?
Not only by listing your call to action, like hours, rates,
and address, but also by answering common customer
questions.
Revisit the customer journey to verify
that all their questions are addressed.
Let's end with a couple of final thoughts
before you go out on your own.
Remember to keep your presence on each channel up to date
with current listings of hours, address, and phone number.
And finally, remember to ask customers for feedback
about your online presence.
And let them know that you appreciate reviews
so that you can improve your business.
This concludes our video series for putting your local business
online.
Speaking on behalf of the many consumers who
go online to find local products and services,
thanks to all who make our communities great and our lives
more enriched.
Take care.