| A web site should not stand alone as a
separate part of your marketing process. It should be integrated with
your marketing strategy.
Here are some key points to consider:
- Do you include your web site address
on your product packaging?
- Do you include your web site address
on ALL your company stationery?
- Do you include your web site address
on ALL your marketing literature?
And what about your marketing plans?
- If you are doing a marketing drive on
a new product launch are you using your web site to obtain feedback
from visitors?
- Have you considered offering to send a
money off voucher, free sample, or other literature in return for the visitor
giving you their address?
- Have you considered using your web
site to gather a focused group of people that will help you test
market new products or services?
- Have you considered using your web
site to offer in-store competitions where the customer has to visit
your web site to enter?
A mix of traditional marketing and web
marketing is a powerful combination. It also allows buyers to quickly
refer to your product or service portfolio. I keep getting told
that sales people prefer to visit the customer direct. The only
problem with this is that when buyers are looking for products and
services they are increasingly finding it easier to refer to a web site
for that information. Should your company not have one then you
may well be missing out on sales.
Using feedback on your web site you can
quickly identify what's missing. I've often heard that people get
irritated with emails from there web site as they keep getting asked the
same question over and over. It surprises me that these folk don't realize
it's because they don't provide that information on their
site. After all if lots of people are asking you the same question
does that not ring bells that you need to provide that information on
your site? And don't forget for every person that asks you the
question there are likely 10 that didn't bother asking and just went
away.
A web site adds to your marketing
options. Why miss another sales opportunity by ignoring the web as
a sales tool or a customer support vehicle? You can also use your web
site to help sales through your customer channels after all there is
little point in selling lots of product only to have it sit on shelves.
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