After my first website was finished, I
exclaimed, "Whew, glad that's done."
Little did I know, my work was just
beginning.
Many think that just because they have a
website, the dollars will start rolling
in. I hear constantly, "I got a website,
but nothing happened." Getting a new
website is like getting a new phone number
and not telling anyone. How can you expect
calls if you don't give out the number?
Google, the search engine, announced in
December 2001 that its total collection of
indexed web documents passed 3 billion.
Does this illustrate how important it is
to announce (ahem "market") your presence.
Here are some ways to get the word out and
start making your site work for you.
1. First, put your website address on
all of your business stationery, pens,
folders, brochures, business cards.
Everywhere your business phone number
appears, your website address should
appear — everywhere.
2. Add a media section to your website. Think of this as your marketing
department. Because reporters and
journalists are very busy, make it easy
for them to contact you. Sometimes, a
journalist may simply pull applicable
articles and press releases from your site
and publish them without your knowledge
(assuming you've given them permission on
your site — and you have, haven't you?).
Your media page should include: 1) the
name of a contact person; 2) all contact
info for that person (phone, fax, e-mail,
cell phone number); 3) photo (where
possible); 4) press releases; and 5) all
press that your business has received —
with links to applicable articles where
possible.
3. Do a postcard mailing announcing
your site. Professional, four-color
postcards can be purchased for as little
as $150*. You can design your postcard
online and have it mailed directly to you.
Some places will even design the postcard
and mail it for you. Either you send them
your mailing list, or purchase one from
them. The options are limitless.
A mailing announcing your site would be a
perfect time to offer your customer a
discount for placing an order through your
new website. Or, if your website is not
e-commerce, you can offer a discount if
they mention your website when they placed
an order via phone, mail or come into your
store.
In this way, your postcard mailing works
twice as hard for you: 1) it announces the
presence of your site; and 2) it
encourages customers to make a purchase.
*Five hundred, 4x6 postcards with
four-color front and black/white back.
Shipping/handling charges excluded. Quote
from www.printingforless.com. Another
excellent site for inexpensive,
professional postcards is
www.vistaprint.com.
4. Add your website address to all of your advertisements. If you advertise
in the local penny saver, the Yellow Pages
and/or the neighborhood paper, add your
website address.
Studies have shown that online information
influences user purchases. Cyber Dialogue
(2001 study) reveals that 86% of US adults
who are online have either clicked on
e-ads or gathered product information
online and then made an offline purchase
based on the web ads or data.
Remember, marketing doesn't have to be
expensive to be effective. In fact, free
publicity is usually much more effective
and longer lasting than paid advertising.
Think "marketing might" instead of
"marketing dollars" and you'll be well on
your way to building your business.
