here are several tested, proven, practical and almost universally
valuable uses.
To begin, you need to create a website for your business, not so
much as a means of acquiring customers via cyberspace, but a
customer service, education, and information center. For example,
your website could offer answers to all the commonly asked
questions, diagrams, etc. accessible free, 24 hours a day. You
could even make a portion of your site "access restricted," for
customers, clients, subscribers, or "members" only, adding
mystique to your marketing, and adding perceived value for your
clientele!
This technique would work whether you have a brick and mortar or
internet based business. For example, a restaurant could do this
with "secret recipes" and special VIP offers; a clothing retailer
with etiquette and fashion tips and special offers, and so on. Of
course, you'll also want a promotional area on your website
designed for new customers and you'll then want to add your
website address to video brochures, audio recordings and
infomercials for your advertising and marketing materials.
Second, begin collecting and organizing the email addresses of
your customers and collecting the email address of visitors to
your site.
With the list, you can do virtually free, push button marketing
anytime you like, as often as you like. You can send out an email
newsletter to your customers, or other information like tip
sheets.
Let's say you have a rather ordinary business; kitchen and bath
business, for example. Here are a few of the things you might
transmit by email to your customer list:
1. Resources to upgrade your countertops to granite or marble
2. Cabinet grade tips and suggestions
3. Special offers for new plumbing fixtures
4. Tips on determining the grade of cabinet materials
5. New product information
Keep in mind, regardless of your business or product you can use
the above techniques for creating and marketing your website and
business.
Third, in seeking publicity from the media, being able to fax,
email or mail very brief, provocative news releases that refer
the recipients to your website for more information is very
useful.
Everybody in the media is online. And, some are lazy, so if they
can research a story without leaving their chair, believe me,
that's the way they're going to do it. If you go the route of
writing articles for publication in your industry journals or
article forums, you can even post a whole collection of them on
your site, and invite any publication to download and use
whatever they like.
In summary of my advice to most business owners about the
internet: do Not be seduced, do Not buy into the hype and expect
miracles or invest inordinate amounts of time or money. Do Not
let the internet take away from your commitment to more reliable,
predictable, results-measurable advertising and marketing media.
But DO get involved. At whatever pace is comfortable for you,
begin learning about the internet, getting your business on the
Net, and experimenting with practical applications like those
just described. Proceed calmly, deliberately, strategically.
Above all else, Just Do It!
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