Internet Marketing Tips
Index
What types of businesses are making money on the Internet?
Is there a way to tell if my market is currently using the Internet?
I want a web page but I don't know what to place on it?
If I have "x" amount of money to invest in a web site, how best should
I budget my funds?
What's involved in pricing out a Web Site?
Should I get a Domain Name (www.yourcompany.com)?
How can I tell if my site is successful?
What types of businesses are making money on the Internet?
More and more types of businesses are successfully marketing on the Internet. Travel and computer related products are certainly among the most successful industries doing so. However, if your product/service sells to a specific niche market, it's probably a good bet that your target market is represented on the Internet. A blue jeans distributor or the local gas station may not be the best business models to market on the Web at this point. However, if the growth of this medium continues at its current pace, it's feasible that entire communities will be represented online. In fact, some urban communities are well connected right now. So the local pizza parlor could offer web visitors the chance to order from a menu and then deliver the pizza.
It's also important to note that not only do web sites offer a means to sell products and services, they also offer a way to cut costs. If you decide that your product or service may not be suited for this marketing medium, a web site could still improve communications, reduce communications expenses, and reduce printing costs.
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Is there a way to tell if my market is currently using the Internet?
The best way to find out is to ask your customer base. When people call in for information ask if they have an email address and access to the web. Keeping your customers informed of new products is a major application of a web site. Instead of always sending expensive direct mail catalogs, product announcements and price lists, consider making these available online and periodically update your customers by email. A real cost savings.
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I want a web page but I don't know what to place on it?
First, decide what your goals for the web site are. Public relations, online ordering, customer service, customer education, etc. Then look to any materials you've designed in print for the particular application. Usually they can be modified, and even enhanced, for placement on a web site or through other e-mail tools. Consider writing a Frequently Asked Question (FAQ) document which includes the most commonly asked questions put to your business with relevant answers. In this way you can reduce some of your customer service calls or at least have them ask more educated questions.
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If I have "x" amount of money to invest in a web site, how best should I budget my funds?
My recommendation is to spend 50% on the site itself, 40% for marketing of the site, and 10% on staff training to ensure that everyone understands the importance of this investment and how to best use the site as a resource. For a non-marketing web site or Intranet use, I'd recommend 75% on the site/technology and 25% on training.
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What's involved in pricing out a Web Site?
The main components in pricing a web site include:
Server Storage (typically expressed as a monthly, quarterly or annual charge,
Layout - Design, Graphics and Copy
Traffic - the amount of data access from your site over a period of time, so if you have a high traffic site, you are in effect tying up some of the server's resources (some providers charge for this while others don't - usually expressed in x number of Megabyte or MB per month)
Special Features - Certain non-static or interactive features are programmed for your site. Depending upon the feature the expense here can be minimal or significant.
Maintenance - If the host provider or web site designer needs to make minor changes from time to time, expect to pay an hourly rate. Some providers will include a certain amount of time for maintenance in their storage rate. For static web pages, sometimes you can take over the maintenance if the provider can give you controlled FTP access. You need to have a good familiarity with file manipulation, however.Back To Index
Should I get a Domain Name (www.yourcompany.com)?
For most businesses, it's not necessary. If you have a name that everyone knows, it's probably a good idea. For instance, if you're wondering if AT&T has a web site, you can try inserting the web address http://www.att.com into your browser and be successful. However, if you're using the web to attract visitors who may not already know your name the importance diminishes. One very good reason to get a domain name however is to retain flexibility for the future. That way all of the publicity done for your web site will not have to be redone if your web address is ever changed. Make sure though that your web host provider registers your domain name in such a way that you have the right to take it with you if you part company. Some host providers use this as insurance to keep you as a customer. If you decide to not get a domain name and ultimately move your site to a new address, then find out whether your former provider will place a "this site has moved, click here to our new home" type of message for a period of time. In this way you can get the word out about the address change without losing current traffic.
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How can I tell if my site is successful?
First off, have a goal for your site. Then implement measuring techniques so that you can judge this yourself. Have company personnel ask customers for feedback on your Internet presence. Traffic counts, either directly from the server (see discussion below) or by offsite counters should also help determine the exposure of your site. Consider adding a guest book to the site and request feedback from visitors then ask pointed questions like "if you didn't purchase from us today, why?". Having your site professionally critiqued could also shed light on what may be inherent problems in your site. Remember, online visitors - although similar in many respects to other customer prospects - do have unique characteristics which should be considered when designing your Internet marketing plan.
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