It’s some years since I visited the KBB exhibition and this year I went with a totally new mindset. There were some great stands with innovative products. The show appeared well organised and there was an air of positivity that was almost tangible.
Hundreds of retailers will have bought into many of the products, making it a successful show for those vying to win business but there was something missing – and it’s a vital element for discussion if you’re a retailer hoping to compete in a changed marketplace.
My immediate thought was why was there not a whole area designated to helping retailers improve or even create their online and social media presence ?
Over the years, when contacted by those who were seeking to sell me their expertise as a web specialist, I have found more often than not, that they fell way short when it came to their own online status. Why would I ever contemplate using the services of a provider if their traffic and website ranking figures were lower than ourselves or our competitors? 
The answer, of course is that I wouldn’t - but the general lack of understanding about how the web and social media can work for business was never greater exposed than it was at the KBB show.
Imagine how helpful it could have been to have a ‘web advice area’ not just for newbies but for those who are happy with the way their website looks but who have no idea about the necessary back-end tools that are instrumental in achieving its overall goals.
If this ‘web advice’ area had been present, visitors could have had a greater understanding of how well their web presence could work for them. For instance, next time they are contacted by a Web Developer offering them ‘wonderful results’ these are just some of the questions they could be asking:
1. How well does your own website rank, i.e. Alexa, Google etc.
2. Can you give me a copy of your latest website analysis and traffic figures?
3. How will you distinguish my business from my competitors who you might also be offering your services to?
4. Do you have an example of a website development you undertook that resulted in high ranking and increased traffic?
While it was great to see a small number promoting their web presence and their social media activity – how much better it could have been to have a plethora of web and social media experts there?
Let’s hope some form of ‘web advice’ area will soon materialize – we’re too long into the digital age for it not to.
Business should take a leaf out of the consumer’s book and research before buying – it’s not difficult to determine who best can provide you with an effective online presence. The tools are there and if you can’t discover them pop over to our forum, I’ll happily point you to the places they can be found.
It’s worth remembering that no matter how trendy or how classy a website may appear, it’s of little use if it doesn’t reach those who matter and in choosing a company to raise your online profile it’s advisable to think like the consumer – do your homework and ask the right questions.
Many companies will contact you in the guise of being a ‘web solutions expert’ . Some may be familiar names to you and they may very well churn out a nice looking website (despite the fact you can do this yourself for a fraction of the costs I’ve heard being charged), but don’t be fooled into believing all the hype suggesting they can also offer you an effective online or social media presence that will generate good traffic to your website without first checking their status and ranking out before you sign up.
