The internet has become a household
tool that everyone knows how to use it seems. Even first graders know how to
wiz around on the web faster than I do sometimes. But while it is now a common
place part of our lives, as a small business owner, do we effectively use it to
benefit your own business?
Your Website
Just because you have a website
does not mean people (your potential customers) will see it. Yes, it can make
your small business look as capable as a large business but the people still
have to see it. The need to promote your website is just as important the
budget you developed to get it built. So
once the gate is built, you have to develop ways to keep it open for your
target audience to find it and either go shopping on it or learn more about
your small business. You have got to
promote the website to make this happen.
Promotion of Your Website
To make your website promotion
effective, a small business owner needs to decide why do you want to be on the
web anyway? Some reasons come to mind immediately – to communicate to staff or
customers. Another one is to share your knowledge about a topic so you appear
to be a source of information for people seeking that information. Thirdly, it
is a way to show your business’s personality so people know what to expect when
they go in. Or it is one method customer’s can shop your store. Hopefully, you
know your reasons for wanting to be on the web and use them as a guide in
developing your website.
Website Efficiency
Understand for a website to be
effective, you need to constantly adopt and adapt it to what is happening in the
marketplace. Understanding what is working is essential to a successful website
promotion. If it works, keep it on the
site and tie it your other promotional activities. If it is not,
then adapt it by trying new
ideas. You should always be aware of the
new techniques or ideas that exist in your industry and be willing to give them
a try.
Ten Commandments to Follow
A book called “Streetwise Low Cost
Web Site Promotion” suggests the following 10 Commandments of website
Promotion.
1) You
need to make a commitment to planning and doing website promotion so you can
stay on top of your competitors.
2) Know
your visitors so you can make sure your website delivers their wants and needs
and drive traffic to your business or create online sales.
3) Be
open to learning new things to help you promote your website.
4) Don’t
be afraid to look at competitor’s websites and borrow their techniques if you
see a need for them.
5) Be
like Gumby, the ‘80’s TV character, always willing to go with the times (when
it makes sense).
6) Make
changes to your website based on feedback from your visitors and users.
7) Use
the analytics from your search engines to help make decisions.
8) Your
decisions on website promotion will be based on their ROI not personal
favorites.
9) Take
at least 1 hour per day to work on website promotion.
10) Do not
spam.
If you have questions about your
website marketing or general business questions, feel free to contact Richard
Proffer, business development specialist for the University of Missouri
Extension at 573-243-3581 or email him at profferrd@missouri.edu.
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