Marketing Economics 101
How you present your business online is a first time glance a potential customer may get at it. In this economy, first impressions can kill you. Are you projecting quality, esthetics and a memorable experience or a rusty sign post on the Information Highway?
I can accept that ten, and even five, years ago some clients said that their justification for not spending more on their site was that it was a "business card" on the web and really just an after thought. I didn't say I agreed mind you, just that I could accept their viewpoint. I don't accept that any longer and the ringing bell that brought in the official change should have at the very least been the iPhone.
Consumers are more and more turning to their computer/cell phone for information about where to shop, addresses, sales and who carries what item vs. the archaic phonebook. I noticed this year that the bag the phone book came in was still huge but the phonebook was about the size of hardback book off of Oprah's list and half as worthy at that.
What I really love is the abilitiy to compare the reach of the web vs. a phonebook, the changability of a web site vs. a phone book and best of all the price of a web site vs. a phone book. Let's start with a phone book and what an excellent piece of tree it is then we'll compare with the web.
A phonebook has an immediate reach when someone wants an item and needs to view vendors, after year one chances are it is gone. Not so with the web as it stays there as long as you pay for hosting. The web can be updated at any time showing your response to changing trends while a phone book has no ability to update. Best of all is the cost: Try and get a quick cost on a phone ad (I couldn't) and then look for a quality hosting service. Easy to find the monthly cost and the reach is higher. You can't throw the web away.
Once your web site is branded to your company and offers visitors the right information, extend the reach and activity to it by sending out a newsletter with a sale item, piece of advice or musing once a month.
There is a lot you can do with the web and I've got successful clients that are cruising through this business downturn by using smart marketing dollars.
