Articles

Chamber Works (Central RI Chamber Monthly Newsletter)

February 2003

Making your Web Site Work for You
By Margaret O'Connor

People often think of a web site as an electronic brochure, and don't take advantage of the unique marketing opportunities that exist with a presence on the internet. When designing, enhancing or optimizing your web site, here are four marketing opportunities to consider to increase your business success.

1.Generate business leads
Tired of cold calling? Wouldn't it be better to have potential clients calling you? Your web site makes you more approachable. Leads generated from your web site are leads that you may not have received through any other advertising method. To generate leads implement a "Contact Form" on your site. The "Contact Form" makes it easy for potential clients to make the first move. A "Contact Form" is a form that visitors type their contact information into. The information is then automatically emailed to you. You'll be prepared with an understanding of a visitor's needs, before you call or email to follow up. Another tactic is to offer informative content in exchange for contact information. For example, offer an educational "white paper" or "newsletter" that is displayed or downloadable after a potential client inputs their contact data into a form.

2.Educate Visitors
Confused consumers don't buy. They go to the internet to become informed first. If your site includes industry trends, articles and facts and figures that clarify complexities in your field, you will attract potential clients. Also, include information that educates visitors about you, your company and its services. Potential clients will see you as an expert in your field and feel comfortable doing business with you. Sometimes we're reluctant to share our knowledge. We don't want to bare our souls to the public and our competitors. Consider, however, that you educate and advise a potential client who takes your advice, even if it means referring them to someone else. You are now a hero! They will come to you in the future and refer other clients to you. Use your web site to present yourself as an expert. Include Newsletters, Tips, Articles and include links to related businesses and organizations.

3.Deepen your Brand
Your web site offers opportunities for branding that you might not have realized. Your brand is your identity. Your personality, behavior, business name, logo, brochures, business cards, advertisements and your web site all contribute to creating your "brand". Your brand evokes emotion in your clients. It inspires them to buy services or products from you, instead of from your competitors. Use your web site to enhance your brand, by consistently repeating your most important, differentiating message. Here are several ways to use your web site to repeatedly keep your clients thinking about you. -Send monthly electronic newsletters -Encourage client contributions on your site -Encourage questions and publish answers on your site -Include your web site URL and memory hook in email signatures

4.Increase Customer Loyalty
Managing existing clients is a great opportunity for increased revenue, and it is generally less costly to manage existing clients than to acquire new ones. To maintain a loyal customer base, it is important to maintain excellent customer service. Be responsive to your existing clients. Answer emails promptly and courteously. Encourage clients to ask questions. Provide information such as "Frequently Asked Questions"(FAQ) and online tools. For example, an Accountant's web site might include calculators to help clients make financial decisions. Client satisfaction will increase because they will be able to get answers, even when you're not available. In conclusion, your web site is more than an electronic brochure. It is your business presence on the internet, and the internet offers unique opportunities to market your business.

The table below summarizes the internet marketing tactics mentioned above and shows the marketing opportunities realized by each tactic.

Internet Tactic Marketing Opportunity
Newsletter	Brand/Educate/Loyalty
Forms to capture contact data	Leads/Educate
URL in E-mail signatures	Brand
FAQ	Brand/Loyalty
Client Questions	Brand/Loyalty
Client Contributions	Brand/Loyalty
Online Tools	Brand/Loyalty (ex. Calculator)

Be proud of your web site. Send people there every chance you get. Tell them to visit for:

• a tour of the facilities
• the latest newsletter
• links to articles
• a free download
• todays interest rates