Developing An Internet Strategy For A Small Business

Developing an Internet Strategy for a Small Business Without a Website

Impressively, small-scale businesses often lack a dedicated online presence, which can be a significant missed opportunity in today’s digital economy. This paper explores the process of selecting a suitable local business without an existing website, developing an appropriate internet strategy for it, and identifying how social media and online functionalities can enhance its operations. Through research and analysis, we will examine the recommended business model, potential benefits, necessary functions, and technical specifications to effectively establish an online presence that aligns with the company's objectives.

Choosing a local business without an online presence involves identifying small enterprises such as a bike shop, a car repair business, or a house cleaning service. For this analysis, a local bike store is selected. This small business primarily serves the local community, offering repairs, sales, and accessories. Developing an internet strategy for such a business involves understanding its target market, competitive landscape, and the digital tools that can help optimize its operations and outreach.

Appropriate Internet Business Model and Rationale

The business model most suitable for a local bike store is the “Information and Engagement” model combined with a "Sales and Service" model. This model emphasizes providing detailed information about products, services, and offers while facilitating direct sales, appointment booking, and customer support through the website (Laudon & Traver, 2016). This approach ensures that the business can educate customers, showcase its inventory, and foster ongoing engagement, thereby expanding its reach beyond foot traffic.

This model is appropriate because it focuses on building an informative online presence that can convert visitors into customers through initial engagement and subsequent sales. Furthermore, integrating e-commerce features allows customers to purchase accessories, book repairs, or inquire about products, increasing convenience and sales opportunities.

Benefits of a Website for the Business

Establishing a website offers various advantages for the bike store. First, it broadens the business's visibility beyond physical location, enabling potential customers to find it via search engines and online directories (Wang, 2020). Second, a website can serve as an effective marketing tool, showcasing promotions, new inventory, and events, thereby increasing customer engagement. Third, an online platform facilitates online bookings for repairs or consultations, streamlining operations and improving customer service.

Additionally, a website helps in building credibility and professionalism, especially when complemented with customer reviews and testimonials. It also supports internal efficiencies such as inventory management and order processing. Furthermore, integrating social media channels with the website can significantly enhance marketing efforts and community engagement, offering real-time updates and interaction.

Website Functions and Features

The website should serve multiple functions aligned with the company's objectives. These include:

• Marketing: Showcasing products, advertising promotions, and posting updates on social media platforms
• Sales: Facilitating direct online purchases of accessories and merchandise, and booking services
• Customer Support: Providing contact information, FAQs, and live chat support
• Internal Operations: Enabling appointment scheduling, inventory updates, and customer database management

Additionally, integrating links to and from external sites such as bike suppliers, local cycling clubs, and repair service directories can enhance connectivity and SEO visibility (Kim et al., 2019).

Utilizing the Internet for Business Advantages

Beyond the website, the business can leverage the internet for various strategic benefits. For instance, social media platforms like Facebook, Instagram, and Twitter can be used for targeted advertising, community engagement, and customer feedback collection (Tuten & Solomon, 2017). Email marketing campaigns can keep customers informed about promotions and events. Moreover, the business can utilize online review sites to build reputation and trust within the local community.

Digital analytics tools provide insights into customer behavior, preferences, and purchasing patterns, enabling the business to tailor its marketing efforts and inventory management (Chaffey & Ellis-Chadwick, 2019). Additionally, online training resources and tutorials related to bike maintenance or safety can position the business as an expert and an active participant in the cycling community.

Functional Specifications and Technological Requirements

Designing the website requires defining technical specifications to ensure seamless operation. Hardware requirements include reliable web hosting servers, data storage solutions, and point-of-sale hardware if online transactions are processed (O’Brien & Marakas, 2021). Software needs encompass a content management system (CMS) such as WordPress or Shopify for ease of updates, secure payment gateways, and integration with social media platforms.

Implementation also involves selecting appropriate security protocols such as SSL certificates to protect customer data. Responsive design is essential to ensure the website is accessible across various devices, including smartphones and tablets (Garrett, 2020). Backup solutions and regular maintenance schedules are necessary to sustain website performance and security.

Furthermore, establishing backlinks and partnerships with local businesses and community organizations will improve search engine ranking and foster mutual growth. Integrating Google Analytics and social media tracking tools will enable ongoing performance assessment and strategic adjustments (Kumar & Reinartz, 2018).

Conclusion

Developing an effective internet strategy for a small local business like a bike store involves selecting the appropriate business model, leveraging the benefits of a website, and integrating online functions that enhance sales and customer relationships. By understanding the technological requirements and harnessing social media and analytics, the business can establish a robust digital presence, attract new customers, and foster loyalty within the community. Investing in a tailored internet strategy positions the business for sustainable growth in an increasingly digital marketplace.

References

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice. Pearson.
• Garrett, L. E. (2020). The elements of user experience: User-centered design for the web and beyond. New Riders.
• Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Springer.
• Laudon, K. C., & Traver, C. G. (2016). E-commerce: Business, technology, and society. Pearson.
• O’Brien, J. A., & Marakas, G. M. (2021). Management information systems. McGraw-Hill Education.
• Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage Publications.
• Wang, Y. (2020). Digital transformation and business growth. Journal of Business Strategy, 41(3), 45-52.
• Kim, D., Lee, K., & Lee, S. (2019). Linking social media engagement to business performance: The case of small businesses. Journal of Small Business Management, 57(2), 379-394.