Putting your business on the Internet is definitely a good thing, however, what do you do once it's on?  The following article, we hope, will answer a lot of these questions.

If your business is not on the Internet, we invite you to take a look at How to Get Your Business on the Internet for some helpful information!

MARKETING YOUR WEB SITE

YOUR WEB SITE INFORMATION

Now that your web site is in place, you might want to take a second look at it and consider the information that you're providing for the Internet community.  Keep in mind that it's just as important to develop an outstanding reputation and image "on the Net" as it is to develop the same in a local store front.  For most of us, this will take a little time since the Internet community is somewhat skeptical (and for good reason!).  Whether products, services, or both, all of us want to deal with a reputable company.  Here's some things to consider about the information you've placed on your site:

• Does your site give a professional appearance?
• Do the graphics load quickly?
• Good spelling (mispelled words can leave a bad impression).
• Is your contact information easy to find?
• Is it clear that you're offering quality products and services?
• Do you offer a guarantee?  Money-back policy?
• Is your local reputation and years-in-business information obvious?
• Do you offer references?
• Are the prices for your product/service posted on your site (if applicable)?
• Are your prices fair in relation to your particular market?
• Is your information thorough and easy to understand?
• Is your web site easy to navigate?

YOUR MARKETING BUDGET

Your advertising budget should include plans for your web site.  Banner ads, classifieds, press releases, sponsorships, etc., can be found all across the Net! Some are very reasonable and worth the investment, so, plan to take some time to search the World Wide Web and get an idea of the various advertising opportunities that are available and allow yourself some money to invest in as many as you deem necessary.

BUILDING YOUR ON-LINE REPUTATION

A good web site is definitely an enhancement to your business, however, it's not enough to simply be "on the Net."  You should give as much attention to your web site as you would your retail store front. One of the most important things you should do is answer your e-mail frequently and promptly.  None of us like waiting days for an answer.  It's a proven fact that you lose sales when you don't reply in a timely fashion! When responding to an e-mail request, have a pre-made price/service sheet that you can send to the potential client (you might wish to post the pricing and other information as additional pages on your site).  Also, use a "signature" in your e-mail which contains your business name, contact info, web address (URL), and a slogan.  Our slogan is "Web Site Development Since 1995" (which establishes our years in business).

Building a good on-line reputation includes:

• Good service.
• Honesty.
• Delivering what you promise.
• Answering your e-mail.
• Giving information about yourself and your company.
• How quickly you fill on-line orders or information requests.
• A guarantee.

GETTING TRAFFIC TO YOUR WEB SITE

List With Search Engines and Directories

Ah...you were wondering when I would get to this!  First thing to do, get listed with the various search engines and directories across the Net!  If you have time to do it yourself, you might want to visit Multimedia Marketing Group's Web Site and check out the Top 100.  If you don't have the time,  we offer a submission service for only $30.00.  Keep in mind that some directories will need to be submitted to more than once due to the fact that they place a time limit on your ad or listing.

Reciprocal Links

Next, and very important, you will want to spend a little time here and there on the Net contacting various other web sites and asking for reciprocal links (you will, of course, need to have a "Links" page on your site).  Many of these will possibly be related to your type of business or services.  They might even be your distributors, or, they can simply be impressive sites that are glad to exchange links with you.  A good example of this can be found on the World Kennel Club's web site (check out their "Links" page)!  You will find that most of this will be free, but keep in mind that some services charge for a link or ad.  If so, make sure the traffic to their site is worth spending the money to be posted there.

Banner Ads

There are many companies across the Net that offer free or paid banner ads.  An example of this is LinkExchange (a free service!).  Other companies like Yahoo, Excite, etc., are very expensive, so, should you decide to do this, check their current pricing.  If you decide to do a banner, be sure to take the time to target your audience properly.  Don't use vague wording and place your banner in the category that best applies to your type of service or product.

Promote Your Web Site with Other Forms of Advertising

Once you have a web site address and corresponding e-mail address, place it on ALL of your other advertising medium whether it be radio, TV, brochures, business cards, letterhead, invoices, newspaper ads, etc.

Free Information

Make your web site a place to find free information such as the content you are now reading.  The Internet is a wonderful place to find out just about anything and anything you offer in the way of valuable information is an added plus to your site.

On-line Newsletter

Although this is something not all of us would want to do, it's a great way to get traffic to your site.  Offering a newsletter pertaining to a particular subject can be offered by subscription or free and sent by e-mail to those who request it, or, you can post the newsletter (if it's free) to be downloaded at their convenience.  Either way, the on-line community will appreciate it!  Once you place a newsletter or newsletter offer on your site, you might want to send out some sample copies to your e-mail list (if you have one) or others in the same business categories by surfing the Net and finding their e-mail addresses.  If you are going to charge for the newsletter, offer it at a reduced rate, e-mail an issue or two to hook them, then you'll be able to tell how it's accepted by the response rate.

Gift Certificates

Every so often, you might want to place a gift certificate on your web site that a customer can print and use in your store (locally) to receive a discount on your product or service.  For non-local, simply give them the option to place the order through e-mail during a specific time limit to receive the same discount or special.  You might even consider giving a discount to a current client or customer for referring your business.  Be sure that the details are clear when you offer this type of certificate!

Associations and Clubs

Join on-line and local businesses and clubs.  This gives you the opportunity to tell others about your web site.

Trade Shows

Take advantage of trade shows when you get the chance.  Be sure to have plenty of information available and don't forget to put your web site and e-mail addresses on ALL of the information you make available.

Co-op Advertising

If you offer products made by particular manufacturers, consider featuring their name and product(s) on your web site.  Many of the progressive manufacturers are now allowing Internet advertising to qualify for rebate of advertising dollars.

Press Releases

What makes your business newsworthy?  How do you differ from your competitors? The answer to these questions can make a great press release on and off the Net!  If you can think of any angle that is newsworthy, you can send out out press releases that, in some cases, is worth a million dollars worth of free publicity.  Search the Net for on-line services that offer press releases.

Newsgroups and Chat Rooms

Do you have a particular subject of interest?  Then there's probably a newsgroup on it.  Participation in newsgroups can give you another avenue to explore in the way of telling others about your site. Chat rooms abound across the Net.  If you enjoy this aspect of the Net, this will also give you another opportunity to tell others across the world about your web site.

Sponsorships

All types of web sites across the Net seek sponsors.  Surf the Web to see if any of these appeal to you.  This includes e-mail lists, discussion forums, newsgroups, banner programs, or even on-line shopping malls!

Final Note

We could have taken a lot more time and space to be more detailed, however, I feel that the information presented is enough to give you some ideas in making your web site a success!  We do hope it is helpful and we always welcome questions, comments, and suggestions, so, feel free to e-mail us anytime at tinplace@tinplace.com!

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