Recently I posted an article to this blog discussing why you should make your website a priority and simple steps you can take to make that happen. I was encouraged by the reader response to this post! I received a number of emails from clients saying they realized they had been treating their online marketing as a chore rather than an opportunity, and that they had already started to make changes.
I hope this post is a suitable companion to that article. Let's assume for a moment that you have now made your website a priority for improving your business' sales and marketing. How are we going to take our new-found passion for the web and convert it into practical steps we can take to make it happen? And assuming of course that you're not a web guru, and you don't have a 6 figure online marketing budget!
The Bad News: There Is No Silver Bullet
I would like to tell you that our Site Caddy system (or a comparable service on the market) is the silver bullet: a magic wand you can wave to achieve total success on the web without any effort. I would like to, but I would be lying.
There are many tools on the market that give you the ability to achieve success on the web, but they cannot do the work for you. They do not know your unique selling points as well as you do, or speak the language of your customers and members. They simply help bridge the technology gap between what you are trying to say (marketing) and how you are trying to say it (the internet).
The Good News: It's Within Your Reach
It has been my experience businesses that succeed online do so not because they are breaking new ground with technology or breaking the bank. They are simply being creative, being consistant, and doing all the little things it takes to be successful onlne.
For the rest of this post we'll look at a number of tips and suggestions- the "little things" you can do to improve your online marketing. And none of these little things require:
- A large budget (most require none)
- More than a basic level of computer skills
- A lot of your time
And if you're making your online marketing a priority, then surely a few hours is not too much to ask!
Make It a Priority
Yes- I'm repeating this one more time. I know it seems obvious and boring, but if online marketing is not considered a high priority, then the simple steps outlined below will not happen- at least not consistently. Online marketing is easy and cost effective- and your competition knows it. So get inspired, get off the fence, and dive in. It's not too late.
Do It Yourself
If you would prefer to spend money rather than time on your online marketing, there is no shortage of web companies that will be quite happy to build, manage and upgrade your site. But when each update you make to your site incurs a charge, you will be less likely to update your site on a regular basis. The more you put into your site, the more it's going to cost.
No one knows your business, your customers, your products & services, better than you. The more you have control over your marketing (both traditional and online), the better you represent your business and respond to a changing environment.
Our Site Caddy system is one of many services available that help you to manage your online marketing without need for outside assistance. And once you discover how easy it is, you'll never look back.
Don't Be Afraid
When working with new technologies (be it a website, point of sale system, or telephone network) it's easy to become overly cautious- sometimes to the point of paralysis. But most modern online marketing tools (whether for website building, emailing or advertising) are designed for the average business user. They are backed up (so there is little chance of permanently losing information) and provide ample opportunities to review drafts of your changes and test versions before going live.
So if you're fearful of technology- get over it! Sometimes the best way to learn something new is to try it- and even make a few mistakes. I can assure you:
- Everyone else makes mistakes as well
- Your customers/members won't mind the occasional honest mistake
- You won't break the internet!
But if you're a cautious person by nature, here are a few areas where an ounce of prevention is worth its weight in gold:
- Know who to call in case things do go wrong. They eventually do for everyone.
- When sending a bulk email, always send yourself enough tests to confirm you are satisfied with the end result.
- Review your site on a regular basis- especially the home page.
- Security is always a must (see more below). Emails are not secure, and credit card numbers should not be stored.
Learn the Basics
There are actually only a few tools you need to be comfortable with to work effectively with your computer and the internet. If you can come to grips with these concepts and tools, you can compete online:
- Web browsers
- Resizing photos
I will follow up with another blog post shortly that gives simple recommendations for getting up to speed with each.
Start Simple, But Get Started
It's great to have lofty aspirations for your web presence. But too many people either postpone starting on their web presence, or overly delay the release of their website, while striving for perfection.
Building a web presence is different than printing a flyer or creating a television ad. You don't have to get it perfect the first time. And as long as you have the ability to update your own site, there should be no difference in cost between starting with something simple and building over time.
Another tangible benefit to starting simply is the fact that you leave yourself plenty of room for improvement. Often times people invest all of their "web time" in getting the site ready for the grand opening, then don't update it for months at the most critical of times- when everyone is looking at it! Instead try to plan on a regular series of small updates, instead of one massive attack.
So find a few hours, make a start, be creative, and get something live as quickly as possible. You can always improve it tomorrow.
Be Creative
Creativity and elbow grease can more than not offset any lacking in online marketing budget.
Don't be afraid to be different. Not every website has to look like Amazon.com or eBay, and your customers will expect your online marketing to be an extension of your bricks and mortar personality and identity.
And how can a small business compete with the major online superstores like Amazon.com? Perhaps not on price or selection, but you do have a number of advantages they don't:
- Better knowledge of your products
- Better understanding of your customers
- The ability to connect to a local audience
- The ability to target a niche
Here are a few creative ideas you might try:
- Run a contest on your site
- Place an event listing for your town on your site
- Post photo galleries from events hosted by you or your community
- Ask customers or members to contribute to your website
- Reward visitors for signing up to your mailing list
So don't be afraid to be different or creative- but try to remain consistent.
Consistency Instills Confidence
You must be vigilant in your approach to online marketing. Updating your site 2 or 3 times per year for major events is not enough. Starting a monthly newsletter is a great idea, but your subscribers will become frustrated if it turns into a bi-annual affair.
Again, building a successful online marketing presence is not about dropping a bundle of cash one time on a flashy website. It's more about using what you have effectively and consistently.
And don't become frustrated if your website does not pay major dividends the same month you launch it. Too many people get discouraged when the launch of a new website does not create an immediate return on investment. Building an effective online presence takes time and effort, and it will take more time to find your audience.
Here are a few tips to help:
- Make your own website your browser's home page so you see it every time you go online
- Set reminders for yourself to update the site regularly
- Choose one person at your business responsible for keeping things moving
- Always look for new ways to leverage your website
- Always look for new opportunities to build your mailing list and improve communications
You must strive to create a loyal community that will get in the habit of returning to your website often, and the best way to do that is to offer regularly updated content.
Social Networking is Free and Effective
If you're not interested in social networking sites like Twitter, Facebook and MySpace- that's OK. Don't feel like you have to use them. But they are free, and these sites receive millions of hits every day. If you can direct just a few of those visitors through to your website, it's time well spent.
I recently posted to this blog with links and suggestions for using social networking sites as a part of your online marketing strategy:
http://blog.sitecaddy.com/2009/07/using-social-networking-for-fun-and-profit.html
Everything OK?
You should expect that the web company you work with will ensure that your website remains functional around the clock, that your email server is always ready, and that support is available when you need it. But there are many problems that they cannot anticipate or solve without your notification. For example, a virus on your computer might cause your email software to have problems.
You should take responsibility for making sure that all aspects of your online presence are working on a regular basis. For example:
- If you suspect any problems with your email, simply ask a friend to send you a test, and do the same with them.
- Check the home page of your website at least once per day to make sure it represents your business properly.
- Test orders or bookings on a regular basis. Make sure you are receiving the notifications you should be.
Monthly Plan
Let's wrap things up by taking all of the advice in this article, and turning it into a simple monthly plan that takes only a few hours (and zero budget) to implement.
- Daily x 5 minutes: view your home page, confirm email is functional
- Weekly x 10 minutes: make some noticeable update to your home page
- Weekly x 10 minutes: add one news item and one event listing to your site
- Weekly x 10 minutes: learn something new about your email or web browser
- Monthly x 30 minutes: update the special offers on your website
- Monthly x 30 minutes: send an email newsletter/digest to your mailing list
- Monthly x 60 minutes: research other websites, and implement campaigns based on the best ideas you have seen
The total time required for this plan? 4-6 hours per month. Of course this is a simple strategy that might work for you, but we would encourage everyone to devote even more time to their online marketing. Look for ways to replace traditional marketing costs such as print ads, postage, and your time, with more cost effective online alternatives.
Summary
More often than not, being successful online is not based on big budgets and techinical wizardry. Focus on:
- Making your online marketing a priority in your business plan
- Taking control of your web presence
- Getting over your fears of technology, and ask for help when you need it
- Learning the basics, and leaving the rest to the experts
- Starting simple and building over time
- Being creative, but being consistent
- Utilizing any free tools that exist such as social networking sites
- Taking responsibility to make sure everything is working properly
- Putting a plan in place and being vigilant
And have some fun! The internet gives every business, no matter how small, an unprecedented opportunity for expression. The days of relying on your son-in-law or neighbor's kid with a computer degree to manage your website and fix your email are gone. Take control, learn the basics, have some fun... and get online!
