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Internet Marketing Information |
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Seven Marketing Questions You Should Ask Before You Get A 10 Year Old To Build Your Website
Google tells us there are 4 billion websites- almost one for everyone on the planet. And today you have decided to make it 4 billion and 1. So, do you think- "If I build it, they will come?" seriously? It ain't going to happen, unless you stand out. So do you think your 10 year old nephew who can code html (which I believe they now learn in pre-school, just after they have done the alphabet) is going to make your site the next eBay? Let me give you a few questions to ask yourself before you double his pocket money. 1. What is the purpose of your website? The brochure site is an online support to your offline marketing. You will refer to it in your ads, because you pay for ads by the square inch, and acres are cheap on the internet. You will refer to it in your Yellow Pages ads, your business cards and your brochures. An online presence will give you a credibility that your competitors without a website (getting fewer every day) don't have. But in the end it is just an online version of a tri-fold a printer might do for you. There is nothing wrong with a brochure site, if this is all you want in your marketing plan. The next step up is a lead generator site. Unlike a brochure site, you want it to generate business on its own. You want people to find your site while browsing on the internet, and having seen your site, feel compelled to call or email you. After that contact is made, hopefully a sale will follow. The last option is that your website is a storefront where visitors to your site can actually purchase products and services. In other words, after finding your site, and viewing your content, they are compelled to "click here" to make a purchase. There is a fourth type of website- the vanity site. But financial rewards are rarely connected to this type of site. Of course a website may be a mixture of these three (or four) types, but unless you have defined your business model, the purpose of your site, it will be a waste of electrons. 2. How will people find your site? Therefore, you must have a strategy to ensure people know your site exists and that there is a reason they should visit it. How can you do that? There are two basic strategies, offline and online. An offline strategy is based on all your offline marketing- ie advertising, public relations, networking and cold calling. In every case you would refer leads to your website where they can find out more about what you can do for them, and why they should choose you. Your website would build on your offline promotions giving further details of your service, educating your customer and creating credibility for your business. An online strategy will be built around visibility. The key elements of this are:
3. What are you going to do to make visitors linger at your site? The three secrets for making people linger are CONTENT, CONTENT, CONTENT. To get visitors to stay, you need to give them information that they want. This will not be information about you (at least not on the home page). Your goal should be to educate your visitor. Give them information they will not get elsewhere on how to solve the problem that caused them to search for you in the first place. If you website is just sales hype, your visitors will be gone in a lot less than 68 seconds. 4. What do you want visitors to do once they are at your site? 5. How are you going to get people to come back to your site? If your website never changes, why would anyone want to come back? 6. How are you monitoring going to monitor the results of your website? 7. Are you really going to trust your 10 year old nephew to do all this? I don't suggest that you should not use a great website design company (or even your precocious nephew) to build your website, but don't let them be in charge of your marketing! Copyright 2005 Empower Business Solutions Dr Greg Chapman assists small to medium sized businesses with business planning, business systems and marketing strategy. To find out how you can Multiply Your Profits & Make Your Business Run without You, and to find out How Good Your Business Really Is with a Free Online Business Medical, go to Empower Business Solutions website at: http://www.empowersolutions.com.au
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