Every business owner today knows that their is powerful opportunities to market to their customers using the internet. More and more businesses are turning to the internet to establish relationships, build credibility and capture prospects information to get a foothold in their market. Finding the right tool to market your business online can be challenging even if you have an experienced webmaster on your team. Many businesses become overwhelmed with the sheer number of options available and the level of technical prowess that it takes to make them work effectively. Unfortunately the most common side effect is that many business owners who could substantially benefit from using online marketing tools get overwhelmed, frustrated, discouraged and give up. After all, their clients –for the most part – are local. It seems like a lot of effort to go through, especially if you don’t even know if the people next door use the internet to look for you. Another issue is choosing the program online that really works with you and your business, for example: Blogs are a great tool, however, if you hate writing and are always burdened with deadlines it might not be the best tool for you. A common misconception many business owners have about using the web to market their services is: the only way to market your business online is using the search engines. This can be a great tool, but it is certainly not the only one to look at using when you are trying to market to the people next door. For example: right now you probably have a business website. Unless you actively promote it online the only people going there are the people you are personally sending through off line tactics like: business cards, direct mail, ads in the paper etc.The key here is to leverage tools the internet can provide that can help you establish relationships, capture leads and provide value. The bottom line is, its not how many people that go to your website that matters, its how many customers you acquire as a result of the process.By focusing on driving traffic rather then establishing relationships with the people that are already coming to your website, you could be ignoring the most valuable lead generation tool that you have: A web site that generates leads and converts them into customers.
This is an especially powerful tool for businesses that depend primarily on referrals to get new clients. However, even widget companies can benefit by creating an irresistible giveaway can captures potential customer’s information. After all, the people that visits your website are generally not interested in your business, they are however interested in your solution for their problem. Online technology gives even small businesses the power to deliver highly relevant information that can help these people instantly without you having to touch a thing. This means that you can deliver more value more effectively than your competitors by simply sharing what you already have an abundance of, your expertise. So how does this work with the clients next door? It makes networking events a breeze! Instead of having to focus on a perfect 20 second introduction that fully explains what you do and compels people to buy from you, you can simply offer a free solution to their problem that they can get at their convenience. It makes it incredibly easy for people to refer you too, because now they don’t have to remember what you do, they can simply remember how to point their friends to a solution that you offer.
..to be continued..
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