Why do I need a Web Presence for my business?
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The document discusses why businesses need a web presence. It explains that a web presence allows businesses to start conversations with customers and prospects online about why they should buy from the business. It allows businesses to track engagement, compete better against larger competitors, market in niche areas more cost-effectively, appear larger than they are by reaching local and global customers, and be open 24/7. The document outlines 10 specific reasons why a web presence is important for businesses and concludes that every part of a website should lead visitors to take action and inspire them through connecting to their needs and buying process.
Why do I need a Web Presence for my business?
- 1. ©2012 Marketing Copilot Inc. All rights reserved. Why do I… need a web presence for my business. Getting Started »
- 2. ©2012 Marketing Copilot Inc. All rights reserved. What is a web presence and why do I need one? If you put the phrase “web presence” in your search bar, you are going to see a lot of amazing results. There will be lots of sites dedicated to “how to quit your job and make millions on the web”. Don’t click on those. Look at the ones that explain what a web presence can do for your current business. The business you have spent years putting time and effort into. An web presence is a way to start a conversation with customers and prospects about why they should buy from you! Today, your sales and marketing strategy may be a combination of things: telemarketing, direct mail, advertising, word of mouth, referrals, or other tactics you use to start a conversation with people who might potentially buy from you. You probably have a website because you realize its today’s Yellow Pages. And maybe you’ve already decided to leverage the internet to drive more traffic to your business, but now what? A good web presence might not be a lot different than the conversation you are probably already having in your offline activities except that are more benefits to having the conversation online. An web presence is a way to start a conversation with customers and prospects about why they should buy from you!
- 3. ©2012 Marketing Copilot Inc. All rights reserved. Components of a strong web presence Starts the Customer Buying Process Online Web Presence Creates Differentiation Audience Segmentation What people search for? Keywords Content Management System/Blog Optimized Website Tools E-mail Marketing LinkedIn Twitter Facebook YouTube Social Media + Backlinks Downloads Whitepapers Find Customers. Keep Customers. Press Releases & Directories Conversion Tools SEO Platform Search Engine Optimization AdWordsPayPerClick Step 2: Online Strategy Step 3: Consistent Execution AnalyticsMeasure & Optimize Getting prospect and customers to find you Optimized Web Presence Step 1: Clear Value Proposition: Why should I buy from you?
- 4. ©2012 Marketing Copilot Inc. All rights reserved. 10 Reasons you need a web presence. Here are ten reasons why a web presence makes good business sense:
- 5. ©2012 Marketing Copilot Inc. All rights reserved. 1. You can track and measure everything instantly. Unlike a newspaper ad or a trade show, you can view elaborate details of who looked at your website, press release or blog post and where they spent time. You can see value data minutes after you send something out.
- 6. ©2012 Marketing Copilot Inc. All rights reserved. 2. You can engage rather than disrupt. Instead of trying to get attention like you would with telemarketing or direct mail, you can start a conversation. When was the last time you answered a telemarketer’s call or responded to a flyer? Disruption is failing. Starting conversations about a topic of mutual interest to you and your prospective buyer gains trust, builds long term relationships and helps to gain valuable insight about what your prospects care about. Test: Ask your CEO about the last time he took a cold call from a sales rep!
- 7. ©2012 Marketing Copilot Inc. All rights reserved. 3. You can be everywhere. You can use your website, blog, directories, social media, press releases and a wide array of cost-effective online tactics to deliver a consistent conversation about why you have something of value to discuss. They are many ways to slice the conversation from a 140 character tweet to a 12-page “how to” guide. They are many ways to engage the conversation, on a computer, a mobile phone and a tablet.
- 8. ©2012 Marketing Copilot Inc. All rights reserved. 4. You can compete. In bygone days, a small business usually lacked the resources of their larger competitors. Now, even a small business can access much of the same technology as big companies. You can use auto-responders, accept online payments and even deliver products over the Internet.
- 9. ©2012 Marketing Copilot Inc. All rights reserved. 5. You can create niche marketing faster and more cost effectively. If one area of your business is taking off, you can create microsites and specific promotions and web pages to support this area of the business. An online presence opens up all sorts of niche marketing opportunities that never existed before or were too expensive to go after.
- 10. ©2012 Marketing Copilot Inc. All rights reserved. 6. You can look bigger than you are. With a professionally designed web site, it’s now easy for a small business on the Internet to have the appearance and credibility of being a large company.
- 11. ©2012 Marketing Copilot Inc. All rights reserved. 7. You can sell locally and globally at the same time. Search engine marketing now allows you to have a local presence through Google Local. For those people who like to buy locally, you can optimize your website so that people searching in your community come directly to you. But you can also optimize keywords so that prospects from all over the world can find you.
- 12. ©2012 Marketing Copilot Inc. All rights reserved. 8. You can be open 24/7. Think about how you shop for something. Google stats indicate that 87% of buyers initiate their buying process with an internet search. Unlike traditional office hours (9 to 5), that search can be done any time of the day of the day or night. By automating a web site, a business can be open 24 hours a day, 7 days a week. No extra staff costs and no overtime rates to pay!
- 13. ©2012 Marketing Copilot Inc. All rights reserved. 9. You can speed up time-to-market. It is easy to quickly change promotions or offers on the Internet. Emails can be sent out or you can change a website instantly. Time sensitive promotions such as running contests or product specials can be a good way to attract customers.
- 14. ©2012 Marketing Copilot Inc. All rights reserved. Finally, and most importantly......
- 15. ©2012 Marketing Copilot Inc. All rights reserved. 10. You can listen. An online presence gives you the opportunity to get feedback instantly from the market, listen to what they care about via forums and social media conversations. If sales is about listening to your customer and applying a solution to a problem then an online presence gives you the ultimate engagement and listening tool. If however, you still want disrupt your prospects with overpowering details about product promotions, then go back to the Google search and click on “get rich quick.” A consistent and value- based online presence is not for you.
- 16. ©2012 Marketing Copilot Inc. All rights reserved. Closing Thoughts… Every section of content on your website should lead to action and must inspire the reader relative to your value proposition and in a way that connects with each step of the buying process. Call-to-Action If you have not: 1. Discovered your value proposition 2. Mapped the buying process of your customer Your web content will be nothing more than an online brochure that no one reads. If you need help with this, you need to give Marketing CoPilot a call.