Marketing Information
 |
/ Articles / Branding your Business / CAN A WEBSITE HELP GROW YOUR B...
People often ask “Do I really need a website?” Our response is, “You can survive without it, but are you in business to survive or are you in business to thrive?” You might think that’s a silly question, but lots of businesses are functioning as if they’re just trying to get by rather than thrive. This issue will address some basic questions about websites. We’ll start with that original question, “Do I really need a website?” According to the Computer Industry Almanac, there are approximately 1.08 billion internet users in the world. Sixty-two million U.S. households, or 55 percent of American homes, had a Web-connected computer in 2003, according to U.S. Census data. That's up from 50 percent in 2001, and more than triple the 18 percent who were online in 1997. People with any kind of regular web experience, understand and expect that a site will grow and change over time; so they may not demand that your site be perfect, but, because the internet has become such a huge part of our lives, many people don’t take a business seriously unless it has some basic web presence. Having a website is a basic component of an integrated marketing plan. Do you want to leverage your time and effort? Time is the most precious commodity we have. We can do many things to generate more money, but we can never generate more time. This is a 24 / 7 world and the web is a 24 / 7 promotion and business generating opportunity. Having a website and expanding into the world of e-commerce, leverages your time and effort by allowing you to market and sell 24 / 7. You may be thinking “But I have a service business. I sell my expertise which is tied to the time I spend with my clients.” That model and that mindset will limit the amount of money you can earn. The web provides opportunities to re-package your expertise and sell it to people who are interested in, and actively looking for, products and services like yours. (We’ll be discussing how to generate multiple streams of income in another issue, so if a friend sent this to you, make sure you visit the website to subscribe.) Is it all about you or all about your customers? Think about why you do some of the things you do and why you have the policies you have. Our focus as business people should be on providing the best service and best information to existing and current clients. Having a website allows customers and prospective customers to get information about your business any time they want it rather than only when you’re open. It allows them to send you a question whenever they think of one rather than holding the question until you’re open. It also expands your customer base to include the entire world. How do you get people’s attention when they’re bombarded by hundreds to thousands of messages each day? Traditional advertising has an interruption factor. You’re reading an article in the newspaper and have to turn the page to find the rest of the story because there’s an ad for something that interrupts the flow of the article. You’re watching TV and a commercial comes on interrupting the flow of the show. The phone rings at dinner time and it’s a telemarketer interrupting your dining experience with family. Businesses have a hard time getting their messages to consumers if for no other reason than shear volume of messages being delivered. Technology provides consumers with the option to skip commercials you pay for. Direct mail has a slim return rate. There’s the Do Not Call list, the Junk Fax Law, and Can Spam Act. A website will allow your business to cultivate and develop relationships with those who want to hear from you, are already interested in what you have to say, and are in the market for what you have to sell through the use of permission-based marketing (more on permission-based marketing in another issue). Convinced? Sure, it’s a hassle to create and maintain a website. There’s an expense involved in the creation and maintenance of the site. But, there’s an expense in not having one or having a poor one. If you’re in business to thrive, and your in business to serve your customers, a website is a critical way to do those things. In our next issue, we’ll define some of the key terms of web-based marketing, and identify some key components for your website. Part 3 in our website series will give you ideas for expanding and customizing your offerings to increase your revenue. 1 John 1:7 But if we walk in the light, as He is in the light, we have fellowship with one another, and the blood of Jesus, His Son, purifies us from all sin. About Abiah Designs Abiah Designs is a brand strategy / full-service marketing firm whose unique, proprietary research process creates and revitalizes brands that resonate with their target markets, leads to increased brand awareness, develops strong customer loyalty and improved market share. Visit our website (www.abiahdesigns.com or blog www.brandreturn.com) to view our portfolio, read our case studies, and begin to imagine how we can help you. To grow your brand call 609 653 2233. | ||||||||||
| |||||||||||
Concept Marketing Group, Inc.