I was doing a little mumtrepreneur playground networking recently (as you do!), when I was hit with the reminder that not everyone sees the wider potential of digital engagement, especially when it comes to small businesses.
It's easy to forget when you -- and the colleagues around you -- are immersed in it daily that terms like adwords, SEO, and content marketing are impenetrable jargon to a small business owner grappling with the day-to-day.
"We have a website. And we're on Facebook," said this mum. "And besides - our product is very visual, so this glossy brochure is what we need. Anything more seems too expensive, complicated, and time consuming."
Micro businesses (0-9 employees) making up more than 95% of all UK private sector businesses; politicians regularly laud small business as the 'engines of growth'; 'lifeblood of the economy', and attempt policy changes to support them.
These are the very organisations that would most benefit incrementally from digital activities, but until the practitioners can talk about these in practical, non-jargonistic terms, business is being left on the table.
And as this playground conversation reminded me -- it's not about 'Adwords for small business' courses -- it's about getting someone to look at digital at all!
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