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Web marketing - Get Results!

INTERNET LANDSCAPE

I believe that in order to effectively market your web site you should have a basic understanding of the internet landscape. Let's begin by simply talking about the growth of the internet and what is has done for businesses and consumers. Some have claimed that the internet is a business innovation that has had even greater impact on business than the industrial revolution. This may be true. It gave birth to a new economy. It is responsible for the entry of new virtual businesses and has expanded the reach of traditional brick and mortar businesses as well as catalogers. It is a new way to do business, communicate with your audience and to expand our knowledge.

• The October 2005 Survey from Netcraft found that there are nearly 75 million domains registered, due to more small businesses getting online.
• The Science , Technology and Industry Scorecard 2005 found that the internet has become a global business standard of companies with more than 10 employees.
• The eMarketer Online Holiday Shopping Preview -This holiday shopping season online purchases are projected at $26 billion. That is almost 22% higher then last years figures.

The internet is not only a pervasive but a persuasive instrument in today's competitive market. It plays an integral part in successful marketing of your business and for some it is their business.

I am going to provide you with a plan to effectively utilize the internet. Small business owners and organizations like yourself have experienced tremendous growth and respectability online just as large multinational corporations have done in the past decade due to a well developed online strategy and integrated marketing campaign. For those just beginning to formulate their online initiative at this point in time, you are in the perfect position to adapt and learn from leaders across all industries.

It is no longer a "build it and they will come" environment. Today's internet visitors, are savvy and mirror the demographic make-up of the total population. Faster connection speeds have become the norm allowing more media - rich content and the ability to accomplish more day to day activities online all from either your home or office. - pay bills, shop for tickets, read the news, check weather, make appointments, bank, shop for cars, doctors, schools, email etc.

That being said, what does a web site mean to my business? In today's competitive marketplace everyone is saying I have a web site. So, you must have a web site. to compete, sustain and grow. Well, let's take a deeper look into this unique marketing tool. A web site. is unlike any other marketing vehicle that you have used in the past. A consumer is actively coming to your site and they are expecting an experience where information is delivered in a unique and timely fashion. It is not just a dynamic piece of marketing but it is a communication vehicle, a learning vehicle and a commercial vehicle. It is one way that you can build a relationship with your clients and potential clients. Potential clients can educate themselves on your services, most importantly the benefits of electrolysis.

Let's look at some recent studies of online activity: The number of adult internet users in the US has risen from 17.5 million in 1995 to 159. million in 2004,about 9 times more users.

Harris Interactive found that US online adult population closely resembles the breakdown by age of total US adult population except there is a greater percent in the 18-39 age group. The online adult population contains a higher percentage than the general population of those who make more than 50K per annum. Gender and race follow that same patterns for general adult population as the online population.

• From the Pew Internet & American Life Project 75% of respondents believe that the internet is a good place to conduct everyday transactions. 85% say it is a good way to communicate and interact with others. Top activities of these respondents - get maps and directions, communicate with friends and family, get news, send cards, get addresses, buy daily items, schedule appointments, etc.
• Pew Internet & American Life Project found that respondents who had ubiquitous access to high speed internet at home and work were more likely to conduct daily activities online.

In order to have a clear vision of what your web site. should be you need analyze your needs. Here is a sample of what I ask of my new clients before any solutions are proposed:

• Identify your audience - demographics of your target
• What is your message
• How will your web site. compliment your message
• Describe the desired user experience - features and functionality
• What other marketing do you anticipate executing in coordination with the launch of your web site.
• Is your logo fresh and up to date
• Which portion of your offline business processes can you integrate into your web site.
• How will you handle the customer service aspect
• What are your expectations in terms of site traffic, user experience, growth both offline and online, marketing strategy both offline and online- post launch, maintenance costs, site maintenance - frequency of updates to content

Once these tough questions have been answered a realistic plan for designing a suitable solution can be formalized and benchmarks can be established for which to measure your successes or missteps.

Without a doubt any site on the web today will have the following core content areas no matter what industry or purpose:

• A homepage, an about us page, a FAQ page, a contact us page, a what we do page, a privacy statement where applicable and a terms of use page where applicable.

 

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