A Brand Without An Online Home Is Simply Seen As Out of Touch2/15/2010
In the past, when I'd hear excuses for a business owner not to have a web site, I would nod and quietly wonder "what are they thinking?" Today, I simply think "How long will they be in business?" Without a web site that defines your brand well, you and your business just appear out of touch.
The internet is used by pretty much EVERYbody who has ANY money to spend on just about ANY product or service. From the obvious large corporations and retailers to beekeepers and Bobcat operators, there are millions of uses for online information, research, shopping, estimating, etc..
A client of mine was not sure that the web site we launched would attract many independent equipment owner/operators, to whom he sells non-pneumatic tires. I assured him that he'd be surprised. To be honest, even I was a bit surprised. Part of it was the fact that we were able to get him ranked highly in Google for high-value key terms. And when the quote request forms began rolling in at an average of two per day, many of them from those very operators, saying "I'm sick of flats! Please get me a quote on a set of tires," he became a believer.
We took advantage of his good decision to upgrade and optimize his web site design to better position his brand with high-quality graphics and more intuitive navigation. Consequently, 45 days after launch, an OEM manufacture found his web site through a Google search and he won significant ongoing business, resulting in over a 1,000% ROI.
So, if you're like a few business owners out there and you are yet to drink the Coolaid, a word of encouragement - better late than never. Likewise, a word of warning - you ARE losing business, even from those customers you swear don't use the web to find providers of your service or product. You need to come to terms with the fact that you're wrong.
Here are just a few reasons to have a strong web presence:
1. Extends your personal sales capabilities - you only have so many hours per day to influence decision makers by meetings, phone or email. Your website works 24/7. Note: if you have a web site that doesn't fit your brand message or doesn't meet the quality you're trying to project, then it could be undermining your brand....24/7. This justification is made especially strong if you employ search engine optimization or search engine marketing activity (contact us for more information about these opportunities).
2. Provides your prospects with more information than you can deliver through a brochure, direct mail piece, email and even a personal presentation. Furthermore, it allows them to drive what information they absorb, rather than you pushing it upon them.
3. Provides you with a company email address - I know, this sounds like a "so what?" issue, but it's amazing the comments I've heard about professionals who are using hotmail, gmail, or yahoo email boxes. Whether you like it or not, credibility is lost and you are losing opportunity for brand building.
4. You will need a web site to keep up with social media opportunities - Social media is exploding, providing inumerable opportunities to build credibility and brand loyalty among market segments, both large and small.
The last point I will make about creating and maintaining a brand-building web site is that you will want to view it as an investment. As with any other investment, your return on investment will be based on how wisely you invested.
Don't necessarily seek the most inexpensive solution. Be sure it meets every business objective you have. Ask questions and check answers. Be dilligent. Be smart. Build your online brand, sooner than later.
