Hi everyone and welcome back to my blog. I’m sorry for the delay but I tragically lost a family member, and I had to take a break from everything. Fortunately the break didn’t last too long and I am back today with another fun article, different than what I normally write. I hope you will enjoy it.
Before we get to the subject, allow me to provide some context. I studied Business Administration, and I have earned several certifications regarding to Marketing, including a Google certificate in “Digital Marketing”. My field of study and my experiences have equipped me with just enough knowledge to speak on this subject. This article is solely based on my experiences and what I have noticed, not everyone may agree with the content.
A few weeks ago, I had a very interesting experience that inspired me to write this article. I was craving fish and plantains for lunch, so I decided to look up on Instagram, all the restaurants that I am somehow familiar with. To my disappointment, most of them had not posted anything in at least two years, and some didn’t even have their menus available online.
After some searching, I found a restaurant that had what I wanted, but they did not offer delivery, even though my office is just three minutes away. Frustrated, I gave up and had to rely on a coworker to share their lunch with me. Today, I finally found a restaurant that had the fish, but I had to place the order through a third-party, since they did not offer delivery. After placing the order, I received a call informing me that the prices have changed, which was not reflected in the online menu. Luckily, I was still able to afford it…
I have so many stories (good and bad) regarding my encounters with small businesses, but this article would be too long if I had to share all of them.
The biggest mistake a small business can make is to think like a small business-Aruna Bhayana
These are some of the mistakes that are frequently made by small businesses, especially in Haïti:
- Failing to stay up to date with technology. Nowadays technology is changing rapidly. We are now being provided with tools to make our life easier. Sadly, not everyone wants to use those tools. As a business owner or manager, it’s important to stay up to date with the latest gadgets, latest software, and latest tools. We often think that technology =money. There is a lot of free software online and low-cost gadgets on Amazon that can help you manage your business, while improving your operations and increasing the revenue.
- Having a weak online presence. In 2023, I strongly think it’s completely unacceptable to have a business and not be present online. Most social media platforms are free and a lot of people are using them. All you need is an email, a password and content. It’s also important to be consistent and to engage with your followers ; you can’t have an Instagram page for your business and your last post was from months or years ago.
- Not providing delivery options. Since COVID, online shopping has been increasing. Nowadays, in my country, due to the current situation, it’s no longer safe to go out shopping or to even go take lunch at a restaurant. Although this situation is depressing, it also created new possibilities for businesses, and new job opportunities. All you need is a trustworthy driver, and a motorcycle (or a car if possible). There are so many taxi moto drivers now that are practically trying to find a way to survive as some neighborhoods are red zones and they can no longer work.
- Neglecting to invest in customer relationship management. There’s a place I frequently order from for two main reasons. First of all, the food is good but what mostly caught my attention is how they manage the relationship with their customers. On my second order, they asked for my phone number and immediately retrieved all the information I had provided earlier, including my name and address. From then on, every time I order, I only have to tell them the order as they know exactly where it needs to be sent. Building a lasting relationship with new customers requires giving them a reason to return, and keeping a record of their information is the bare minimum. For example, you can personalize their experience by surprising them on their birthday with a discount or a gift card. Just wishing a customer happy birthday will make a difference. This doesn’t require an expensive software solution.
- Not having a website. It is really annoying having to call or text whenever you need an information about a product (mostly the price). A small business needs a website for multiple reasons such as building an online presence, attracting visitors that can potentially be turned into clients and making purchases easier. Most small businesses refuse to put the prices of their products on their social media page. It’s important to make the process easy for the customers/clients as you can push them away if the process is too complicated. Customers don’t want to text you about the prices each time. Having a website would help solve this issue.
- Using low-quality pictures. Some business owners want to do everything themselves. I understand that as a small business you need to minimize the expenses, but first impressions are important. Your social media pages need to be visually pleasing. You need to showcase your products in the best possible light. If you post unappealing pictures of your products, no matter how good they are, people won’t be interested. I often see some clothing stores post pictures of the clothes on the floor or hanging on a wall. It’s completely unacceptable.
- Offering limited payment options. During the last few years, we have witnessed the expansion of the mobile financial market. People no longer carry cash as there are now so many other ways to pay. Despite this trend, many businesses in Haiti still only accept cash, despite its limited availability. Meanwhile we have other payment options such as debit/credit cards, mobile wallet, paychecks etc… By limiting payment options to cash only, businesses risk losing potential customers who prefer alternative methods such as debit/credit cards, mobile wallets, and paychecks. This can drive clients to competitors who offer more flexibility in payment options and potentially result in lost business.
- Neglecting to update their prices. If you post your prices online and you make adjustments, always remember to update them. Customers often decide whether to make a purchase based on the listed prices, so it is important to be fair and transparent. It can be frustrating for customers to learn about a price increase at checkout, so keeping your prices up to date is essential.
- Not investing in Marketing. Many business owners mistakenly believe that marketing only involves traditional methods such as radio and television ads or outdoor billboards. However, the field of marketing has undergone significant changes, and new methods have emerged, such as influencer partnerships. If you don’t invest in marketing, you risk losing potential customers who may not be aware of your existence. Marketing allows you, amongst other things, to differentiate yourself from competitors and communicate your value proposition to the public.
Wow, my article turned out to be longer than I had anticipated. I hope it was informative and that the points discussed are relevant to most readers. If anyone needs advice, regarding their small business, especially on digital marketing and how to run a social media page, I would be more than happy to assist.
That’s all I have for today. Thank you again for tuning in, don’t forget to comment and share this article to help me grow my audience. Until we meet again, stay safe and be blessed… Always!!