|
|
Why Does My Business Need to be Online?
Need a few more reasons to get online? How about:
- To improve your company's image. A presence on the Internet is the newest way to give your company a cutting-edge, technically savvy image.
- To enhance customer service. You can respond immediately to specific customer requests.
- Identify new prospects and expand your market. Just use online database services to identify new customers in your target segments.
- Increase visibility. Currently 75% of all businesses have access to the Web; households, 30%. And both are growing at an incredible rate.
- Conduct business. This is a really easy way to communicate with customers, partners, vendors and other business associates.
- Meet customer expectations. You can get feedback from your customers to better meet their specific needs.
- Reduce costs. What costs less to produce and is easier to update? A catalog produced online or on press?
So... What Can You Do with Your Website?
For starters, how about:
- Direct marketing: If the high cost of printing and postage for a direct mail campaign is out of your league -- or if you simply want to stretch your marketing dollars -- consider direct "e-marketing".
- Newsletters: Send an electronic newsletter to a select group of customers. Update it frequently.
- Job listings: Your page gives you a leading-edge image to help you attract leading-edge employees.
- Press relations: Mass e-mail press releases directly to editors. They can even "paste" text or quotes into their articles. If you're the first in your industry on the Web, let them know.
- Investor relations: Include an area for stockholders and industry analysts, including financial reports, contract announcements and corporate sponsorship stories.
- Customer service: This is the most effective way to give customers comprehensive information in a timely manner.
- Prospect qualification: Information about your company or product can be available anytime of day or night, giving your busy salespeople an easy, efficient way to educate customers.
- Sales: Your site can give customers a way to order products/services right online.
- Customer feedback: Include a feedback loop, such as a survey, discussion board, product guide, mailing list or some other "hook" like a contest or a game. You can get instant and invaluable customer insights.
Just a Few Thoughts to Mull Over...
- If you take too much time to build a fancy fabulous site, your competition might get online faster. Put up a site too hastily and your public may be disappointed.
- Make sure you say something important, interesting and valuable. Remember, just because you built it, doesn't mean they will come! Internet presence is an extension of your overall marketing strategy, not a get-rich-quick plan.
- Getting your customers to make a habit of returning to your site often can be a real challenge. Encourage them to "bookmark" you by updating often.
- If you think a web page is right for your marketing mix, don't delay. Otherwise, you'll play catch-up later.
- Before you put together a website or hire an expert to create and produce it for you, be sure you've clearly thought out your goals and requirements.
- To gain attention on the Web, be sure to let your customers know you're online through such marketing communication efforts as direct mail and advertising. Include your web site on all new product brochures and other collateral material.
- To maximize your marketing dollars, consider using portions of existing brochures or other material in your page.
If you're going to do it, do it right!
If you want it done right, consider Firecat Studios. We've got the creative and technical expertise to make your company's website a valuable part of your integrated marketing communications program. |
|
