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Planning the Purpose of Your Website
posted by: Cheri Martin, VP Business Development, WCN interactive marketing
April 4, 2008
(full article by Cheri first published BusinessLife January 2007, Volume II Issue I)
Choosing a good location for your business is a key ingredient in the success of your company. Today you must also consider how the Internet is going to affect your business. It is not a question of whether or not your company needs to have a website, it is a question of deciding the purpose of your website. There is no unique magic formula involved in determining this – you just need to know who your target market is and what will delight them.
Begin by preparing your website strategy; identify how your website fits into your marketing plan. Ask yourself what it is that you want your site to do. Do you want it to attract prospects? Generate leads? Disseminate information? Promote events? Increase sales? You must define the actions you want your site visitors to take before you even begin creating your site. A good webmaster or knowledgeable marketing company, like WCN interactive marketing, is capable of helping you understand this process. Don’t be a business that makes the mistake of waiting until their site is built before they even begin to realize they need a web marketing strategy, this could cost you time and money.
A well-planned website in the beginning stages of development will ensure a good user experience. Putting together all the elements of your design, making sure the essentials create an easy to navigate site whose overall look and feel supports your positioning objectives, being clear so your users will quickly know where they’re going and giving them lots of reason to return will bring you more customers as well as help with client retention.
Your brand needs to be reinforced through consistency; this will build credibility so it is vital that your website continue with the same look as all your marketing collateral, such as business cards, letter head, and print ads. To create the marketing framework and to help you get the customers attention, remember the value of content. Write content that motivates prospects to continue reading and browsing your site. Web users on average exit a site in under 2 minutes if they can not find the information they are seeking.
Know your client demographic, what they buy and where they search for services. A recent study states that 59 million Americans use search engines daily with approximately 10% of those searches being for local businesses. We live in an instant gratification world and the Internet makes it easy for us to receive what we want now. If a prospect is looking for a business like yours in their local area and you don’t have a website, those users will find your competition instead. By taking into account your website plan, paying attention to detail, staying focused on your sites purpose, and committing to excellence you will be able to define the call to action you want your customers to take when visiting your company website which will drive more sales and grow your business.
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Marketing & Selling to Each of the Generations
posted by: Cheri Martin, VP Business Development, WCN interactive marketing
March 14, 2008
In today’s market, recognizing who your customer is has taken on a greater meaning for those of us working to succeed in the sales and marketing arena. We need to meet the needs of four generations of individuals in today’s work force, specifically the Baby Boomers and Gen-Xer's who constitute more than 80 percent of the work force. This requires an informed generational perspective to reach all target markets and creates a challenge like never before as we determine how generational differences may affect buying and selling practices. Understanding these differences will help predict the buyer’s reactions and allow you to gain a better understanding of how to communicate to them on what they feel is important.
So, who are these four generations?
The Silent Generation, born 1922-1946, led the way to social change, now in retirement or soon to be retired.
The Baby Boomers, born 1946-1964, a.k.a. the ‘ME’ generation, grew up with prosperity and want to be fulfilled in every aspect of their lives.
The Gen-Xer’s, born 1964-1981, ‘work to live, don’t live to work’ attitude, they are willing to do with less to have the lifestyle they want, not team oriented.
The Millenniums, born 1981-2003, also known as the Gen Y’s, very young, smart, brash and tech savvy; technology is an expectation not an extra.
What do we need to know to help us effectively sell to each generation?
The Silent Generation: They are active and seek new experiences so you need to appeal to these interests.
The Baby Boomers: They are idealists and want, as well as expect, to have personalized service.
The Gen-Xer’s: They are realists, you need to understand their lifestyle and how they will use a particular product/service as they know they are being analyzed and sold to.
The Millenniums: They grew up questioning their parents so it is their nature to challenge and question all authority if they think there is a better way; you need to respond to their expectation for instant communication.
Whatever you're selling, understanding generational differences makes all the difference!
Is Your Website Generating Revenue?
posted by: Cheri Martin, VP Business Development, WCN interactive marketing
May 16, 2007
(full article by Cheri first published in BusinessLife January 2006, Volume I Issue I)
Every business that puts up a website is hoping for the same thing – for that website to generate revenue. This does not mean every company must sell items online; however every business should be selling image, customer service and advantages which in turn produce revenue. Why then, is it that some websites help sell a company’s products and services while many just exhaust your patience? Websites are relatively low in cost, easy to manage and can help to grow your business. But so many websites do not attract prospects nor provide any benefits for the client, therefore do not generate revenue. Why not?
To find out the answer you need to ask yourself, “What is the purpose of my website?” Websites should have a defined purpose and/or strategy to attract qualified prospects, build a target market, turn prospects into paying customers and convert clients to repeat clients. If your website is not accomplishing these things then you need to review what is working and what is not working.
So how do you develop a website that has added value for your clients and prospects? First, determine what your clients are looking for or need. Then provide the information that they want and can use to solve a problem or meet a need; such as tips, ideas, and strategies. People usually search the Internet for free information, they will want to visit your site because they know they can get ideas they can use. By providing valuable content you will establish yourself as an expert in your field, and pull customers to your site and keep them there. This confirms creditability which in turn will generate revenue.
