We constantly speak to people who are (quite rightly) very keen on establishing a professional web presence. Great idea and the right site will certainly increase your profile and branding and show business security and stability.
Something to think about though is… how many people are going to visit it and how often? I'm not talking Search Engine Optimisation here (increasing your websites visibility to search engines like Google, Yahoo, MSN etc so when people do searches for keywords they find you), that's for another time.
What I'm talking about is - I'm already your client, I already know I like what you do - but in real terms - how often will I visit your website??? Unless I am actually buying a service online from you (and I probably could still do with some encouragement to do that!) what will make me start typing in www.yourcompanyname.com.au for no particular reason. You're right - I probably won't.
How often do any of you have the time or inclination to just quickly look up the web addresses of all the companies you have ever dealt with and have a look-see just to keep in touch with what they're doing these days?? Just to see if they have a new product or service to offer you? If they have any specials on right now? If something that are promoting would particularly help your business or suit your lifestyle?
Hence the importance of eMarketing. Make sure you've got the website - get the best you can reasonably afford BUT if you need to do away with the stupendously wonderful and expensive "flash" (moving images) on the first page, or need to progressively develop your website in parts (so you can afford an eMarketing package) immediately DO IT!!
Web sites and eMarketing balance and work together. Imagine this - you have that website and you are very proud of it. What you are going to do now is send an email (a branded, fabulous looking email that mirrors the look and style of your website) to all of your clients. You are going to include good stuff - give them something of benefit and value, provide interesting information that will help them in the business or life in general, maybe throw in a special offer or two, profile a staff member and keep them in touch.
A couple of things can now happen:
For a very small cost (email marketing costs approximately 10% of marketing to the same number of clients via post and print - with a lot less headaches) contacting your clients via dynamic HTML branded emails is an easy, instant and exceptionally effective way of staying in touch. With good advice and planning they work together to provide you the very best results, far better than that provided by a website alone.
Please note (and this is important) - even if a
client doesn't read every word of your newsletter, every time, the very
fact they receive something from you helps retain that client and build
customer loyalty - they know that they are important to you
WHETHER THEY ARE CURRENTLY SPENDING WITH YOU OR NOT - and we all like
that feeling of being valued!
Would you like further information on how a professional website or eMarketing program could assist your business and client relationships? Click here for an obligation free assessment of your needs.
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