Australia’s e-commerce market grew by 16.8% in 2020 and is forecasted to reach $91.5 billion by 2025. If you’re an expat with a new business in Australia, your enterprise is part of the one-third of small businesses in Australia owned by migrants that are thriving today. Since this newly opened door of opportunity is on the Internet, it’s necessary, then, for you to build your online presence as a digital marketing strategy, if you haven’t done so yet. Here are starter essentials to observe.
Register a business website
The Australian government encourages business owners to go digital and has even dedicated a website for this. You must register for a website domain name first through a domain registrar or reseller registered in the .au Domain Registration Ltd. (.auDA) website. Before doing so, make sure to check that your intended domain name is available. You must also have an Australian Company Number (ACN) or Australian Business Number ready.
Your domain name is how visitors will find, remember, and share your business all over the web, so make sure it’s unique, stands out from the competition, and is associated with what your core business offering is. In other words, it should be brandable rather than generic. Generic keywords are usually stuffed with keywords and are not that memorable. Furthermore, ensure that your domain name is short, without hyphens or numbers, and that it’s easy to remember and spell. According to Domain Registration.com, the most common domain name is around 12 characters. Also, think long-term. Think of a name that encompasses what your business essentially offers not only for now but in decades ahead, as changing domain names can be very expensive in terms of branding and search engine rankings.
Ensure that your website is mobile-friendly
It’s important to make sure that your website is mobile-friendly, or you will have wasted all your efforts building your site and creating content. According to CNBC, in 2020, 55% of all worldwide online traffic came from mobile and 42% from desktop. By 2025, it is estimated that 73% of all Internet users will access the Internet using their mobile devices. In Australia, as of January 2021, 48.9% access the Internet via laptops and desktops, with 45.2% accessing via mobile phones. Only 5.8% access through their tablets, and 0.10% through other devices.
Create foundational website pages
Your website must begin with at least three pages: your Homepage, your About page, and your Services page. The homepage serves as your online front door and must encapsulate the unique value you or your business offers, why people need it, and encourage them to find out more by navigating your site. The About page describes you and your story and why you’re doing what you do, what your vision and mission are, and how people can contact you. The Services (or Offerings, or Product) page details what you offer one by one, what each service/offering/product does to help solve people’s problems, and how people can avail of them. Your information must be clear, specific, brief, easy to find, and presented in a visually attractive way. Your content must also be search engine optimized (SEO) so your website can be easily found on the World Wide Web by people searching for what you have to offer.
Provide quality content
Quality content can make or break your business. Identify who your ideal clients and customers are and write content answering their questions and helping them solve their problems. Search engines also love fresh, original, and meaningful content that provides value to their users searching online, so this will help make your website rank higher in search engine results.
Choose a primary social channel
Choose a primary social media platform you will use to engage with your target clients or customers. To do so, you’ll have to find out where your target audience hangs out on social media, then engage with them from there. For example, 18- to 64-year-olds mainly use Facebook to connect with family and friends and share with them their pet and other stories, while a mostly young demographic are on Instagram and prefer attractive images to long, diary-entry-type posts. If your target audience is composed of mostly women, you might want to choose Pinterest as your primary social channel. On the other hand, if you’re in a B2B (business-to-business) industry, you might want to choose LinkedIn instead. In Australia, as of January 2021, there were 20.5 million social media users, representing 79.9% of the total population, with 19.9 million social media users accessing via mobile devices.
There are many benefits of creating and building an online presence for yourself and your business. You can connect directly with your audience and build positive relationships with them. It’s also free advertising for you as you build your brand. The possibilities are endless. All you need to do is to take these first steps.