More Cool Stuff: Online gallery

Small business marketing primer

Spotlight:
FairFund.org

Recent eZine:
SEO's Darker Side

 

 

Works in Progress: New Witches Club

Archive (PDF): Coming Soon

 

 

 

 

 

Recently I was at a networking event and got in a conversation with a small business owner. I asked him if he was using his web site to get new leads or track customer feedback. He shrugged the question off and said he didn't need his site to do that. I explained he was missing valuable opportunity to get new or existing client referrals. At the very least, I suggested he integrate an online database so he could build a marketing list in excel. He shrugged the conversation off again. It was obvious to me he thought it was enough he had invested in a web site. He was proud as punch, and that was as far as he understood the value of a site. Like hundreds of small business owners, his resistance to correlate web-based marketing strategies as a way to build stronger relationships with customers was not a consideration. A web site is not a static one-time marketing expense, but a dynamic asset. It's probably one of the most consistent workers an employer can have and it works 24/7.

This example serves to illustrate that marketing is very powerful. Why? Because not so long ago individual or small business web sites were not as popular as they are now. Only the "technically savvy" had one, or so it seemed. If you poll small companies today on why they may have invested in a site, most of the responses would be something like this, "A web site helps to establish a professional and trusted image." So why not take the concept and develop it a few steps further?

Larger companies have taken these steps, of course they just keep growing, but small businesses are more likely to resist implementing strategies to increase productivity and marketing. Why? They may think it's too expensive, too time consuming, or they took the plunge only to get cold feet hearing how other businesses wasted their capital. The truth, do your homework. Your business is never too small to invest in cost-saving strategies that eventually help your business run more smoothly.

A web site with enhanced tools such as a database, ecommerce capabilities, click-thru tracking, rich media content or online feedback forms can serve to help a growing business. A small to mid-size company should consider incorporating these online marketing goals:

1. Time Management and Lower Marketing Costs. Online operating manuals and troubleshooting guides can reduce telephone time and streamline operating efficiency. They can provide information on special offers without incurring the cost of brochures, direct mail, long-distance charges, travel or other business expenses. Companies can integrate traditional and new media marketing strategies to stretch their marketing dollars by including a web address on print materials targeting potential customers.

2. Open New Markets. An interactive site allows businesses to explore new ways to sell their products. Wholesalers can work better with their retail channels, and local businesses can tap into national and international markets that were previously out of reach.

3. Better Customer Service. The web offers unprecedented ways to improve service to customers. It can give buyers the ability to check the status of their orders or accounts, and to handle transactions electronically anytime. Customer loyalty can be enhanced through online discussions and surveys designed to assess public reactions and gather honest feedback about products and services.

For a limited time: Your company can benefit from our FREE 30 minute web site analysis (no strings attached). Learn to improve your web site by adding online marketing tools to run your business more efficiently. The benefits can be rewarding for the long haul. It's worth the investment.

Comments about the article? Contact our Webmaster(at)MandD.org (STOP spammers from phishing).

© 2006 MandD.org, Written permission is required for web or print reproduction.