The first Step that I’m gonna talk about is your online presence. it’s 2017, I’m actually surprised that I’m talking about this, but I have thousands of contacts on LinkedIn, our mailing list, and whatnot and what I see really disappoints me that many of the companies who are in the business of selling Merchant Processing or Merchant Cash Advance have really weak online presence. Their website was last updated maybe in the early 2000s, and the last blog post was from 2013, and their website is not mobile optimized. If you were to check it on your phone, all the contents will be all over the place and you can’t really tell what this company does.
I know what you’re going to say: I am biased because I’m an owner of a digital marketing agency, so of course I’m gonna recommend you to build a strong online presence. Some of you may counter-argument me by saying, our website really is in bad shape but we’re doing great in sales, so why would we invest and building our website or maintaining our website? Because we’re killing it here with telemarketing or other means of generating leads. I understand that but don’t forget that times have changed, and if you don’t adjust to change, your business will suffer. That’s how nature works, and business is the same way, especially when you are in this industry that’s getting more and more competitive. You must sharpen your tools constantly. Do not think that your website is only necessary for someone to find you online.
Here’s an example to support my argument. Maybe currently your business is doing fine by getting inbound leads from the traditional way and convert it into a deal. But when you’re in a competitive situation where you’re talking to a merchant and you’re trying to secure a loan of a high volume $100,000 or more, do not be mistaken that merchant will do their due diligence. They will go online and check your company and compare it with a couple of the big guys. And guess what will happen? The big guys have more contents. Their websites look really healthy, and they have a lot more references or testimonials, whereas yours might not even have any of that on your website. You might lose that deal because of that.
So that’s an indirect way of your online presence helping you or damaging your reputation. A lot of times you will not even be aware of why you lost that merchant, why they did not sign up with you. Nowadays, accessing information is really easy. Even people who are not really online savvy are savvy enough to go to Google and ask about you. If they don’t see anything at all or what they see about your company doesn’t make them feel cozy and comfortable, you’re gonna lose that deal and you’re gonna see more of that happening.
Hence why the first step to success is to have a working website, which should be mobile optimized and needs to have certain features enabled in it. So it does not only allow you to track your visitors and collect enough data to understand where are they coming from, how much time they’re spending on the website or pages, at what point do you lose them, do they check out the content that you have. You also need to find out how do you look on Google, have you ever searched your company name on Google? If you haven’t, try to do that and find out what Google pulls for you. I checked our companies and they have two stars and under reputation, because two angry customers decided to leave a negative comment and their Google pages not owned by them. They had not claimed their Google pages, so Google doesn’t even know if this business is still around. So you cannot let that happen to your online reputation.
I’m sure for every two negative customers you probably have fifty or sixty really happy customers…you got to leverage that. Because basically, you have two audiences. One audience is the people who are looking for your service, who is looking for a credit card processing company or business loan. The second audience is the search engines such as Google, Yahoo, Bing, and all the other online directories. You have to keep them happy too because if they do not understand what it is that you do if they don’t know whether you’re still around or not, they’re not gonna support your case. You got to make them your friend, and in order to do that, you have to follow the rules that they laid out because they are the dominant force in this industry that will decide whether you look good on your customer or you look really bad. Hence why your website has real importance.