World Wide Whatsit?
have a website! Why? Because everyone else has. What's
it going to do for you business? Don't know, but we know we
is the answer
meet too many small businesses that think that if they could only
improve their website the world would flock to their door with
pockets full of cash. I wish it were that simple.
is that the internet is a global market. It's colourful and
it's loud. And it's the most colourful and the loudest that do
the most business. But then they get leapfrogged by someone even
more colourful and louder. So they invest more to
leapfrog back to the top position. It works out very
expensive. And once you start you can't afford to
doesn't mean that the internet isn't a useful marketing and sales
tool for small businesses. But it does mean that it isn't a
universal panacea ... efficacious in every case.
is a must
effective way to drive potential customers to a website is
traditional advertising (print, radio, TV).
That might seem a strange situation at first. You'd think that
designing your site for the search engines to find, or advertising
on the internet itself would be more effective. However,
people still get most of their information from traditional sources
and continue to respond to tried and tested advertising
business this means that to get a large volume of traffic to your
website, you'll probably need to spend a heap of money on offline
advertising. Can you afford to do that? Can you afford to
sustain that spend over time?
where realism kicks in. For most small businesses, a website
must be seen as just one of a number of ways of communication with
customers and potential customers. Spend on designing and
building the site should be capped to reflect its impact on
generating new business.
make sure that the website integrates with the look/feel, as
well as content, of your other marketing activity. You may
build a website where customers can buy products directly with a
credit or debit card. In this case, make it clear in all your
marketing communications and highlight where there are customer
advantages in buying online.
of us though, our website is just an endorsement of what we do
as a business. A sort of 'online brochure cupboard'. But
that has advantages too. The website can bring your
products and service to life in a way that printed brochures
can't. It can provide extensive customer lists and references
and explain your product/service benefits in greater depth and
forget that you need to find a way to get people to look at
it in the first place. And that's the hard bit.
Thinking and working pragmatically like this will help you to make your marketing work better for you in a more memorable way. This means that your target customers will be able to differentiate your products and services from those of your competitors and clearly see the value in buying from you.
If you would like some advice on memorable marketing techniques for your own business, or you know someone at another business who might need help, then please contact us. The sooner you start, the sooner you will benefit.
on the Internet
Download this handy guide which explains how to
get the best from marketing on the internet in order to improve
the Chartered Institute of Marketing as part of
their Directors' Briefing series, this document makes easy
reading for business people of all experience
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)