E Is for Everything?

Just this week, a member of my audience asked me the following:

"Why would a local company, with a large investment in trained, professional sales people need a Web site?"

Great question! And you might be thinking the same. . .

Maybe you already know many or all of your potential customers, maybe you have very defined processes and production cycles that don't change very quickly, maybe you're suspicious of the Internet "hype" - especially now that so many e-companies are falling by the wayside.

But we also know that the Internet isn't going away. 407 million people are now estimated to have access - that includes 167 million in N. America, and 113 million in Europe. Younger people increasingly spend more time online than watching TV. And the April edition of this magazine has an e-commerce focus . . .

The true challenge now ? which personally I also see as a great opportunity, is to understand all the ways in which using the 'Net can help your business, and from this to strategise the best investment of time and money.

So if it's here to stay, how can the Internet benefit your business - and what's currently going wrong?

There are some key elements that prevent many Web site owners from maximizing the potential of their Internet-based activities:

1. Tunnel vision on sales and new business: it takes at least five times the time and expense to acquire a new customer as it does to keep a current one. Your Web site can be a great tool for providing ongoing customer service and support - and achieving significant cost savings to boot!

Most people access the Internet for information on products and services that they either use now, or are considering buying. So, your Web site can be a great place to provide ongoing customer support for your products. If you're worried about giving away trade secrets to your competition, place these in a password-protected area.

The best way to build your content is to compile a list of questions that your customers most often ask. These may be sales related, but can also cover operations, quality assurance issues, etc. If you don't already know the questions, have your receptionists and sales people keep a note pad for a week. Then, put the questions, together with the answers, on your site.

This provides a 24 hour a day, seven day a week availability of service for your customers, whether your office is open or not. And, it can save significant costs in terms of telephone support time.

2. Not "asking for the business": I know this sounds obvious, but how many sites have you seen where it's quite unclear what the site wants from you? Every page of your site should have a strategy, and be clear about inviting visitor interactions to achieve your goals.

Many times when a new client comes to me for e-business strategy consulting, I ask them a few seemingly simple questions: "Who are your markets? What do they want from you?" and "What do you want from them?"

Sounds easy enough. But often, there are visitors to your Web site that may be different from your traditional customers ? and sometimes, you either currently offer or could create new products or services that they'd buy.

Thinking through all the possible audiences for your site, and all the ways in which you might interact with them is really crucial in creating your Web strategy.

Then, so is knowing who you expect to be looking at each page of your site, and what you want them to do. This might include requesting a catalog, asking for technical support, signing up for a newsletter, etc. Include clear text links and invitations to the visitor ? and make it really easy for them to contact you.

Too many pages online provide great content, and then just tail off into nothing. Don't let yours be among them!

3. Under-utilising e-mail: e-mail is a powerful tool when used appropriately (and an awful one when not!) It can be used for marketing, customer service, public relations, in-company memos, business research . . . and much more. Look at your real-world communications - could e-mail save you time and expense?

E-mail marketing can be done without the costs of design printing, and postage associated with traditional direct mail. It's almost free of charge!

It can be used to send notices of new products, or upgrades to existing ones. It can keep your customers informed of news and events in your company, and around the industry. If it's offering brief, valuable content, most of your contacts won't object to receiving it ? although of course if they do, you must take them off your mailings. But, with a few subtly embedded links to key pages in your Web site, it can be a great traffic generator.

Your own database of your customers, prospects and other contacts is the best place to start ? and take every opportunity to nurture that. Ask visitors to your Web site to sign up for your newsletter, product alerts, or other materials. If you buy any lists, be very careful that they're bona fide and you won't be accused of spamming recipients.

And whatever you do, answer your e-mail! Lack of e-mail response is always one of the biggest customer service complaints around e-business.

So, consistently mine your customer list. Send them targeted, relevant e-mails, and grow your business relationships electronically!

Let's say it again ? the Internet isn't going away. Today's challenge lies in understanding how to use it to maximise your market reach, optimise the efficiency of your operations, and achieve the best overall return on your online business investment.

This article was originally published in three installments in the "Foundry Trade Journal", 2001.

About The Author

Philippa Gamse, CyberSpeaker, is an internationally recognized e-business strategist. Check out her free tipsheet "Beyond the Search Engines" for 17 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317 or mailto:pgamse@CyberSpeaker.com.

---

Marketing Tourism Online, Part One: The Basics

This is part one of an article series which will... Read More

Triple Your Profits Easily With The Right USP

Convinced you have a fantastic idea for your online business... Read More

Silver Surfers: Successful Online Marketing to Seniors

If you are marketing to an older audience, don't discount... Read More

I Too Was An Internet Marketing Junkie!

I spent every waking hour at my computer, looking for... Read More

Creating Information Products For Money, Image And Success

There has never been a more exciting and profitable time... Read More

The Struggling Internet Marketer

Instead of giving you advice on how to make a... Read More

Believability - Youve Either Got It or You Aint!

Believability is what's missing, and the majority of all businesses... Read More

How To Make A Lot Of Money On The Internet Doing Nothing

"You can make a lot of money on the Internet... Read More

Part Time Internet Marketing with A Full Time Approach

The deluge of people wanting to make money on the... Read More

Do You Know the 3 Key Strategies to Using Lead Capture Pages?

Leads are the Life Blood of any Online Home Based... Read More

Twenty Ways To Profits Online

1. Offer to write exclusive articles (that means you only... Read More

Internet Marketing: 10 Blazing Internet Marketing Secrets To Sky-Rocket Your Profits

Your turn to succeed has come.I am happy to offer... Read More

Internet Marketing

Is internet marketing something for you? Do you dream about... Read More

Internet Marketing - Surviving the First Year

So you've decided to take the leap into deep water... Read More

Online Web Marketing Tips

Here is a list of a few of my favorite... Read More

Using Ad Boards in Your Marketing Campaigns

Are free advertising boards a waste of time?Not if you... Read More

The Psychology of Online Selling

Why do we buy things? Well, some thing are out... Read More

Internet Marketing Solution - Content, Content, Content

If you're looking for the number one, hot Internet marketing... Read More

Boost Your Business in 3 Simple Steps

For all those who still think internet marketing is rocket... Read More

Why Online Business - The Harsh Reminder Why Online Business Is For You

Many people want to achieve financial freedom and they know... Read More

Free For All Sites: How They Can Actually Help Your Business

Anyone whose been marketing online knows that generating leads can... Read More

Hispanic Web Marketing - An Emerging Strategy

Major marketers in the United States have recognized the importance... Read More

Be Different And Profit

I've just spent 3 hours surfing the web and found... Read More

A Business Guide For The Very New Internet Entrepreneur

Did you recently buy your first computer and just started... Read More

Why Your Online Advertising Traffic Leaves as Soon as It Arrives

Online advertising traffic leaves when advertisers don't make it... Read More

FSBO Upscale Manhattan Co-op -- Only Strongest Offers Entertained

Had I known in 1985 what I know now about... Read More

Free Content -- or Forbidden Fruit?

Dear Cathy:I just found an interesting article on someone else's... Read More

After Fifteen Years Or More Of Frustration With Internet Marketing, I Think Ive Found It!

Hello Internet junkies and friends,Did I mention my frustration with... Read More

Success in On-Line Business

Here is a story of four traders who each started... Read More

Money Can Still be Made on the Internet

Even though the days of an IPO generating millions of... Read More

3 Steps to Finding More Customers

Step one: Knowing your CustomerTo find your ideal customer, you... Read More

Dont Become Another .com Road Kill

Remember those Super Bowl and World Cup commercials where you... Read More

The Power Of Giving

1.Why give away what you could sell?That's a fair enough... Read More