Online attention alone does not bring sales, Edge Davao columnist tells businesses

Likes, comments and shares do not automatically turn into sales, and Davao City businesses should focus on converting online interest into actual purchases, a columnist argues in the Vantage Points section of Edge Davao.

The writer, following an earlier piece on businesses losing customers because they cannot be found online, says the next problem is people who find a business but still do not buy. The column identifies three common causes.

First, the columnist argues that many businesses do not make buying easy. Using the example of a home-based baker in Davao whose posts draw engagement but no orders, the writer recommends clear product descriptions, prices where appropriate, simple ordering steps, delivery details and lead times, and quick replies to inquiries.

Second, a business may be reaching many people but not the right ones. The column cites a furniture and office equipment seller targeting schools and offices but advertising single chairs and tables. The writer suggests marketing furniture packages for classrooms or offices, bulk-order options, specifications, price ranges, and delivery and installation details, content aimed at school administrators, procurement officers, business owners and office managers.

Third, the columnist warns against treating the first sale as the end of the relationship. For a restaurant, this means sharing new menu items, special offers or useful updates to give satisfied customers a reason to return, without overwhelming them with promotions. Repeat customers, the writer notes, are also more likely to recommend the business to others.

Acknowledging that owners often have limited time, staff and money, the columnist says even small changes help. The writer proposes three questions: whether online efforts help people buy, whether the business is reaching its real target customers, and whether existing customers have a reason to come back.