Our expert source explains how to get noticed and promote your racing business online even if you don’t have a website.

THE Problem: How to get noticed online if I don’t have a website to promote my business

THE Solution: Take advantage of a user-friendly Google tool while leveraging your social media presence   

The Internet—love it, hate it, or can’t live without it, there’s no denying it’s a massive force that influences practically all facets of life. For businesses, it’s a powerful tool that can build brands, command an audience, and energize sales. 

And yet about half of all small retail businesses in the performance aftermarket don’t even have a website, according to PRI’s most recent Racing Business Survey (see PRI Magazine, March 2020). 

That’s unfortunate indeed. Those businesses are missing out on a powerful range of benefits, starting with the very credibility a company is built on. “What an online presence does in this day and age is it legitimizes your business,” said Jason Dodge of BlackTruck Media + Marketing, Grand Rapids, Michigan. “It’s no different than having a business card.”

So what can you do if you’re not a tech-savvy gadget head—or don’t have the time or resources to spare—but you still want to have some kind of a credible online presence? Dodge recommends a simple approach, starting with registering your company with Google My Business, a free tool for companies to manage their online presence. 

“Really, you could view Google My Business in a lot of situations as the new homepage,” said Dodge. “So if, for example, I’m looking for a chassis builder or somebody that’s building particular types of components, you have the opportunity to be relevant, just simply with a Google My Business profile.” 

In addition to providing a listing that shows up in Google search results, Google My Business also gives potential customers essential basic information about your company, such as your street address and business hours. It also lets you post photos, as well as read and respond to customer reviews.

Once you’re set up on Google My Business, Dodge said you should then start establishing a presence on social media. “Facebook would be the next recommendation I would make, strictly from the fact that you have the ability to own and control your brand in that space.”

Along with Facebook, Dodge points to Instagram as a key social media platform for reaching racers and automotive enthusiasts. “Instagram is very lifestyle-oriented. It allows you to tell that story visually, with photos and captions to showcase what you’re doing. And that can be a great resource if you have a phone and a little bit of time to walk around your shop and take some photos.”

Although these steps can build a substantial online presence, Dodge nonetheless still strongly recommends setting up at least a very basic website. For that he suggests several services that make the process as easy and inexpensive as possible. “If you have a Google My Business listing, there’s a thing out there called Google Sites that lets you create your own website. It will be a very basic site, but it’s a step in the right direction. Another easy place to go for a website would be Squarespace or Wix. They’re very user friendly. And they can be very affordable, especially when you consider that it’s all inclusive.”

That said, even this rudimentary web presence can seem like a big job to many business owners. For that reason, Dodge advised an incremental approach, with realistic expectations along the way. “Set yourself up a schedule that’s reasonable.” For example, he believes posting on Facebook or Instagram a couple of times a week is a good goal to start with. “It doesn’t take a lot if all you want to do is get a little bit of a presence out there. 

“Don’t overthink it,” he added. “Remember, anything you do can be undone. You didn’t break it. You didn’t throw a billboard up and now you’re stuck with it for 30 days. You can edit it. You can massage it. You can make changes.”

Above all, Dodge urges businesses to simply get started so they can begin to reap the advantages offered by an online presence. “I would equate it to a car—the performance you get out of it is very much based on what you put into it. Your Internet marketing is going to be very similar.” 

SOURCE

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BlackTruck Media + Marketing
blacktruckmedia.com