Part II: How to Incorporate a Web Site into Your Marketing
Strategy
By Jessica Delgado
Last week we looked at how to take advantage of
your hometown resources before going global. Setting a good
foundation to your business is key, and now that you have done
that, it is time to take it one step further. Now that you have
advertised and promoted your business at length, it is time to
talk about making your web site work for you.
Only a few a years ago, one could set up a site and generate an
invariable amount of traffic to their site. That's one of the
rewards to being a web pioneer. Unfortunately, today, it's not
that simple. It is not that simple for the web pioneer or even
the web newbies. Pioneers are getting beat out by newbies one
day and the next vice versa. That's the beauty of the Internet.
There is a lot of competition out there. With sites popping up
for just about anyone and just about anything, how do you make
your site work for you?
There are several things to keep in mind. The first is, not all
traffic is good traffic. There are tons of sites that offer
thousands of free hits daily. Many offers are for only a few
dollars a month. Just ten dollars a month they say. Have you
done the math?
$10 x $12 = $120.
Think of all the other promotion strategies you can invest in
for $120? It may not even be what you're looking for. Many of
these "hits" are not even targeted. What you want are targeted
hits. What is the difference between targeted and untargeted
hits? It is very simple. A targeted hit means that someone
searching for your type of site is on your site. Someone looking
for handmade lotions came across your site selling homemade bath
products. It means that you will have a higher probability of a
customer, request, or even a repeat visit. An untargeted hit
means you have a lower probability of any of the above. It means
that someone looking for car parts came across your site for
delicious handmade bath products. How is that going to help you?
It is most probably not.
So, how do you generate targeted traffic to your site? Remember
all that running around you did in part one? That is where
you're hoping your site will pay off. Depending on the type of
business you have, you want your site to be a part of your
marketing strategy. You want to send the message that you are up
to date, and accessible even after hours. Maybe they do not want
to hear your sales pitch right there. Just refer them to your
site. Casually mention, that you have a site and that they can
find the address on the card. Think about this. How many times,
just out of sheer curiosity, have you not looked up someone's
site to see what it looks like?
Handing out your web site address has turned into the equivalent
of handing out your business phone number, but better. People
are going to want to know what you are all about at their
leisure and then give you a call. Your site has to be inviting,
well put together, attractive, and informational. This does not
mean you have to spend thousands of dollars to have someone to
put it together. It is even possible to make your own site.
However, just like it has its positive side, there is a negative
side. Weigh out the positive and negative. In some cases, it may
be better for you to make your site and in another it would be
best to outsource it. There are sites out there that will make
you a quality site for as much as it will cost to get the
programs. If you do take the route of outsourcing, be upfront.
Let them know what your budget is, and they will tell you what
they can do with that amount. Believe it or not, all of us are
not out to fleece you.
Remember, sometimes old-fashioned tactics work best.
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