Small businesses can tap into growth with better web presence

British high streets will receive a boost with a new digital skills programme run by Google.

Working with the Federation of Small Businesses and the Department for Business Energy and Industrial Strategy they will reach out to independent businesses teaching them essential digital skills, such as creating a website and running a social media account.

Jim MacSweeney, manager of the famous Gay’s the Word bookshop in Bloomsbury, spoke about the importance of social media for his shop. He said: “We do a lot of stuff on Facebook, Twitter and Instagram, which has been really important at letting people know we exist and have thousands of followers. Many people who visit the bookshop for the first time have often either seen the film Pride which features the bookshop or seen something on Instagram.”

However he added that creating an online shop has been difficult, and hasn’t progressed as “there are only three staff so we have to focus on what we do best.”

Fifteen streets across the country will be visited by the Google Digital Garage team and people get the chance to climb on board and ask technical questions.

Matthew Jaffa, from the Federation of Small Businesses (FSB) said the main issue for high street businesses was a lack of resources: “We’re in a challenging environment with business rates increasing, and also the hikes in commercial rent. We don’t have as much as your John Lewises, Harvey Nicks and the big retailers on the high street to spend on marketing and brand awareness. It is simple unsustainable.”

But a report by consulting firm McKinsey showed that SMEs with a strong web presence grow more than twice as quickly as those with little or no presence, and create twice the number of jobs.

Jaffa said that the FSB were working with digital companies including Facebook and Google to help support smaller businesses develop their skills for the changing market.

He added: “For a lot of smaller businesses it might be more beneficial to focus on one or two social media platformers. A baker may find it best to put their business on Facebook rather than LinkedIn, for example."

He also wants to see more of these initiatives in deprived areas of London: “We need to be making it as far reaching as possible across London, not just right in the centre. There are 33 London boroughs, but business support has taken a bit of a hit in local authorities recently. For businesses to grow a digital presence is essential.”