In order for a business owner or decision maker
to be able to measure the potential of any new marketing or advertising endeavor,
it is imperative to have as much information and understanding of the subject
matter as possible. We feel that by having a working knowledge of the Internet,
Web Sites and their benefits to your company, you will have the ammunition
necessary to make sound marketing decisions.
Over the past 12 months, there has been a tremendous increase in the number
of companies expressing interest in Web Site development and online marketing.
This popularity is expressly evident as we see more and more companies advertising
their Web Site address in magazines, newspapers, television, business cards,
letterhead, proposals, contracts, statements, vehicles, etc.
But what is all the appeal and why does your company need a Web Site? Well,
the answer can be, and in most cases is, different for each company. The overall
goal of Web Site development should be to enable your company to fully utilize
the Internet and to provide an integrated marketing package for your prospects
and clients. When we say "integrated", we mean that your Web Site
needs to be a combined tool that will work in cooperation with other methods
of marketing that your company has already implemented, such as pamphlets,
brochures, magazine ads and direct mailings, to name a few.
A Web Site should not be relied on solely as a sales generator
or left online unattended. Rather, it should be used as a powerful
team-marketing tool. By limiting the scope and purpose of your Web Site, you
also will limit the effectiveness of that site. At Alpine Web Designs we
will continually work with you to utilize your site to its’ fullest. We have
listed many key features that your site will need to be successful. Many, maybe even all of these, could be
relevant to your company and the site that we will design for you.
Virtually
Unlimited Information:
TV, Radio, Newsprint, and Periodicals have
limitations with regard to the amount of time or space that is allocated for
information. There is only so much "space" to work with. On a Web
Site, you have the ability to say most anything and everything about your
organization as you see fit, in order to gain the client, without having to
worry about running out of room. This adds a new dimension to your marketing
and allows greater flexibility and detail to your presentation. You are able
to tailor the content to the site for all of the markets and customer types
that you may encounter.
Inexpensive:
That is right - inexpensive. Although rates for
design vary depending on the content and complexity of the project, developing
and maintaining a Web Site with all of the information that you could ever need
is generally comparable in price to a one time color ad in a popular
magazine. Comparatively speaking, a Web Site is less expensive and
more cost effective than most any other marketing tool that you will use.
This is something to seriously consider as you are putting your marketing and
advertising budget together. We are certain that you want to maximize your
marketing dollar, and in our opinion there is no marketing tool greater
deserving of your attention than a Web Site.
Easy to Update:
Have you ever had a situation where a great new
marketing idea had been developed only to find out that you had to put it on
hold because of print cycles or lead times? Maybe you decided to create a new
brochure but realized that you still have another 5,000 in unopened boxes that
need to be distributed before any change could be made. Possibly, this or
something similar has happened to you, especially if you are into print
advertising and media. Well, this will not happen with a Web Site. Any changes
or updates to your site are generally quick and easy to implement and take
effect immediately. This is especially useful if your company has revolving
or changing data that you need your prospects and clients to know about.
Target your Market:
Even though your Web Site is accessible to all
Internet users, your are able to have your site designed to target a specific
market segment. The content of your site will greatly influence who it is
intended for, which is useful for companies that want to direct their marketing
dollars to their target audience.
24 hour, Seven Day A Week Access:
The Internet allows your company to market and
promote your goods and services throughout every time zone concurrently. This
can be especially important for companies that have nationwide or international
clientele. This means your Web Site information can be sent and received at
times which are unavailable or inconvenient using traditional methods and hours
of communication. Who likes having to make sales calls in the middle of the
night or before the sun comes up?
Having a Web Site developed for your company
can provide many more benefits than simply filling space. A Web Site can
increase your market base from a local or regional level to a national market.
Your site can provide information and create awareness to people who may never
have had an opportunity to know you before. This is especially important and
useful to companies that are off the beaten path, so to speak, or for
product companies that can ship their goods anywhere. By increasing your market
base, you will also increase your appeal and exposure to an Internet segment
that is rapidly growing and thirsty for information.
Immediate Feedback, Action or Response:
There is no other advertising or
marketing medium around that effectively provides the opportunity for immediate customer
feedback. This feedback could be in the model of an E-mail message or a
request for more information. Perhaps you have an online mailing list that
people could subscribe to. Or maybe even real estate listings with a feedback
form. This is extremely valuable because your customer retention rate will
be higher than any other marketing method that you are using. Your site
will eliminate most of the grunt work that must be done by your customers and
at the same time provides your sales staff with valuable information.
Customer Qualification:
One important aspect to remember about Web
Sites is that each person who visits does so as a result of a conscious
decision. With TV, you have to hope that the user does not change channels
or go to the kitchen for a snack. With Radio, they can change the station. With
newspapers and magazines, they can flip to the next page without giving your ad
a second look. However, with a Web Site your prospects take the initiative.
This is a strong qualifying attribute. By properly developing a customer
response form for your online users, you can obtain everything that you need in
order to qualify your prospects.
Maintaining
the Competitive Edge:
The Internet has become an effective and efficient
method for proactively marketing your business. Many company owners and managers are beginning
to realize this, and as a matter of course and necessity more companies are
going online. To maintain a competitive edge, you must position your company
in the best possible situation. A Web Site will do this. A Web Site is becoming as commonplace as a
Yellow Pages ad, and those companies who have the vision to take advantage
of this revolutionary marketing tool will be more successful than those who
don't. If you are unsure whether a site is right for you, just look at your
competition. Chances are they are already online or about to do so. Surely
they don't want you online...
Reduction of Marketing Outlay:
As a
byproduct of the Web Site development, if you use your Web Site properly, it
can act as a tool that will help you reduce your telephone, printing and
mailing costs. Instead of having to send big bulky packets of information to
your customers, you can refer them to your Web Site. Depending on your business
the reduction alone in printing, packaging and mailing costs could easily pay
for your site. Your site would act as
the focal point or first-line marketing tool for your company.
21705
NE 29th Street, Sammamish, WA 98074
Phone: 425-836-8800 Fax:
425-984-0149
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