Every business needs to make a decision about their online presence, are you prepared to invest your time or money? People often contact me perplexed that all this technology stuff doesn’t make any sense to them. I ask them some simple questions like “When was the last time your website was updated?”, or “Can you tell me how many visitors your website had in the previous month?”. Almost always I get vague answers or a simple “I have no idea.” A website in itself is a waste of money if it is not constantly improved and optimized.
Most small businesses set up a website and simply forget about it. The attitude is that now that we have our website, we can get on with running the business. The most difficult part of having a successful web presence begins after the website is online. Having a website is the beginning not the end.
It is important for entrepreneurs to dedicate some time to learn at least some of the most basic aspects of having a successful online strategy. As business owners we expect to have a basic understanding of finance, employment law, sales processes etc. and the same is true for the online world. Business owners and managers need have to have at least a general overview of how search marketing, e-commerce, e-mail marketing, analytics, etc. fit within their overall marketing strategy.
There are over 100 million domain names registered today. Your website is just one of millions of websites. Your site in itself is a start, but without visitors, it is an exercise in futility.
To succeed online you need visitors. Visitors, for the most part, come from search engines. Your website is only as valuable as the search engines think it is. Once your website is online your mission is to make your website stand out. I am sorry, but it is true. You have to work very hard, or you have to hire a professional Internet marketing firm, to help your website stand out. And it does not stop with your website. The online world is a sophisticated network of interconnected tools such as blogs, online collaboration, social and business networking and direct marketing.
To navigate this complex network and select the correct combination of tools that will drive your business forward is a difficult task, but one that cannot be ignored. I would suggest that an experienced online marketing professional can help to guide you through the early stages and set you on a path where you understand the roadmap to achieving your online objectives. It will inform your decisions and ultimately help save you both time and money.
Chiltern Marcoms provide advice and training to small businesses on online marketing strategy.
