InfoBusiness 2.0

There are countless books, DVDs, software packages, and seminars that describe how to get your company online quickly and cost-effectively.  Since this topic alone could cover enough tips and ideas to fill an entire book, I will summarize just a few of the best options.

 

If you’re new to the Web, you’ll probably just need a basic informational Web site that highlights your company and its products/services, and provides contact data (i.e. email addresses, phone and fax numbers, etc.) for those visitors that wish to reach out to you to learn more.  If you already have all that, then there are two more advanced directions you can take – you can generate more business by driving more traffic to your site, or you can use your site to better serve your existing customers. 

 

Generating More Business with Search Engine Advertising & Optimization

One of the best ways to drive more traffic to – and more revenue from – your Web site is through search engines.  Search engines can be international or local, and can help prospects who are looking for products and services like yours to find your Web site.  You can optimize your search engine rankings (i.e. how high on the list you come up when a visitor types in a related keyword or key phrase) in two ways:

1)      You can buy ads on search engine sites, such as Google or Yahoo

2)      You can optimize your site, to make it easier for search engines to find it

 

Search engine ad campaigns can be launched for as low as a few dollars.  Open an account on Google™ AdWords or Yahoo Search Marketing (formerly Yahoo Overture), create your ad using common industry keywords, and post a bid for it.  A bid is the price you will pay each time a searcher clicks-through from the ad to your site.  In many cases, your bid can be as low as five cents.  Each time a Web visitor types in your keywords or phrases, your ad will appear above or to the side of the search results.  You can then run reports and track the number of people that clicked on your ad. 

 

Of course, the higher your search engine placement, the better.  There is a variety of search engine optimization (SEO) software on the market today to help boost rankings.  Check out Trendmetrics, Apex Pacific, and GR Software.  Or, you can hire a consulting company like Bruce Clay or MetaMend to help you optimize your site for you. 

 

SEO software typically costs between $100 and $1000, depending on the features and level of functionality it provides.  Consulting services can run anywhere from $100 to $5000 per month, depending on the size and complexity of your Web site, and your SEO goals.  I suggest starting with a combination of both approaches.  Track the results to see which delivers a higher return on investment. 

 

Generating More Business with Visitor Tracking

Understanding how many visitors you get, and where they come from, is vital to the success of your Web site strategy.  Your Web hosting company should provide you with access to statistics and log files that measure hits and traffic to your site. Monitor your site traffic daily, and assess the impact of your search engine optimization efforts and related ads.   More advanced Web statistics solutions are available through Stats in a Box, OpenTracker, and Web Trends.   

 

Generating More Business With Internet Marketing

Search engine optimization is not the only effective online marketing technique.  Consider exploring other types of programs such as opt-in email marketing (not spam), e-zine or blog advertising, and banner ads.

 

Placing banner ads in popular e-zines or newsletters can be a great way to reach your target audience.  You can even start your own e-zine, newsletter, or blog to share your ideas and knowledge, as well as new information with your prospects and clients. 

 

However, creating your own opt-in distribution list, and communicating regularly with those subscribers, is the most effective way to leverage the Internet for marketing purposes.  In order to launch a successful opt-in email program, you will need some sort of free offer – perhaps a special report, white paper, eBook, or other downloadable document.  Once you have used this offer to obtain their email address, and their permission to continue contacting them, you can send them future messages and promotions until they decide to purchase your products or services.  Don’t forget, studies show that it will take a minimum of 21 contacts before you actually close the deal. 

 

Enhancing Service to Existing Customers

Your Web site can also serve as a mechanism for providing faster, more responsive, less expensive services to your customers.  Some of the ways in which you can use your site to improve service delivery include:

• Linking your order management and fulfillment systems to your Web site.  This will allow customers to instantly access real-time information about their purchases, order status, and deliveries, while reducing call volumes to your customer service center. 
• Providing clients with complete order and payment histories, so they can see exactly what they purchased, and when. 
• Developing self-service tools for your clients, such as manuals, sales materials, frequently asked questions (FAQs), and other downloadable informational materials, as well as a knowledgebase.  You can also offer online support requests, issue reporting, and job ticket opening. 
• Putting a live help button on your site, so visitors can chat with company representatives in real-time.  You can also track visitors as they are browsing through your site, so you can see what they are reading and downloading.
• Electronically transferring purchase orders and contracts to and from customers.  This will dramatically increase order efficiency and accuracy by eliminating data entry errors and accelerating order processing. 
• Creating online client forums, where customers can help solve each other’s problems, discuss best practices, share ideas, and more, without the need for your support staff to get involved. 

This entry was posted on Tuesday, June 10th, 2008 at 13:12 and is filed under business, it. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.