Managing For Money How to Build Traffic to Your Web Site
It may take only pennies, but you must promote it.
by Steven C. Bursten
I first
saw the power of Web sites in 1996. Wow! For the same cost as a
color brochure—say $2,000 to design, layout and print
5,000—I could have a full-color Web site that would be online
24/7/365. It would tell my story, have great photos and text . .
. and it could be easily updated at low cost. If I needed a written
handout, I could print out one page or the entire site. Fabulous!
But then I realized, “What if I build it and they don’t
come?” How will customers find me on the Web?
Instantly, I knew it is not enough to build a great Web site. It
can build business only if customers look at it! I watched Amazon.com
start with small press blurbs,
then saw its advertising grow until it became a billion-dollar company this
year. But what if you don’t have a PR department or a $25 million ad budget?
What can you do, as an independent business owner to build traffic to your Web
site every day? This month we will look at good things you can do—and
afford.
BEGIN WITH E-MAIL
Your first, most powerful promotion is unbelievably simple. It will pre-sell
your customer so she’s easier to sell to and easier to sell more to. When
a customer calls and you take her name, address and phone number, ask for her
e-mail address. When she asks, “Why do you want it?” Answer the
same way as a growing number of window covering professionals:
“I want to send you a confirmation of our appointment and a link to our
Web site. You will see a picture of your decorator and recognize her when she
arrives. You will learn about our company and get some neat decorating ideas
to think about.”
Isn’t that reassuring? Wouldn’t you like your plumber or appliance
service person to tell you the same? It raises you to a whole new level of
professionalism. And, more good news, now you have her e-mail address to send
newsletters and
promotions!
LITTLE THINGS MEAN A LOT
After e-mail, begin with basics. Be sure your Web site (and e-mail) is on your
business card. Don’t save $50 waiting for your current business cards
to run out. Throw them out! Reprint new ones today. Waiting three months can
cost
you a lost sale.
Next, look at every business form you have—customer order forms, estimate
sheets, even supplier purchase orders. Be sure every form has your Web site
on it.
EVERY AD, EVERYWHERE, NEEDS YOUR WEB SITE
You can reduce advertising costs, yet increase results, by promoting your Web
site! Don’t make your Web address an afterthought hidden at the bottom
of your ad. Leave that to amateur competitors who don’t yet know the
power of the Web. Instead, feature your Web site prominently in every ad you
run, on
every flyer, post card, mail piece and brochure.
If you pay to place it or print it, get full value from your investment—promote
your Web site! With 80 percent of upper income customers surfing the Net before
they buy, your customers want to find you on the Web.
In yellow pages and newspapers, instead of telling your whole story in a large
display ad, take a smaller ad. In yellow pages directories use an in-column
listing along these lines:
Bill’s Window Fashions
(photo or drawing)
You’ll LOVE working with us!
Best service, affordable, competitive.
Learn why.
BillsWindowFashions.com
(212) 555-1234
Free In-Home Consultations
Take the same approach with your newspaper.
Use small ads more frequently, but feature your Web site. Let your
Web site tell your
exciting story in full color
with photos and graphics. Use advertising to drive viewers to see it!
DON’T FORGET THE WEB
Because potential customers are searching the Web to find you, be sure you
can be found where they look! You may not be top ranked on Google and Yahoo
. . .
you might not afford banners and sponsored listings, but you can take advantage
of free and low-cost listings for window coverings retailers.
Begin with a listing this magazine offers. Register at www.BuyWindowCoverings.com.
The site is a great resource for customers seeking information about their
windows. It is always a top listing on major search engines. When viewers search
for products
and information, they can use the dealer locator to find a retailer in their
own area. Free listings are available, and if you don’t have a Web site
now, you receive a professional Web site at no additional charge with top ranked
Gold and Platinum listings. (Web sites provided by our company, custEmers.com).
ONLINE YELLOW PAGES
Today, Web savvy customers use online yellow pages instead of big, unwieldy
books. Yahoo Yellow Pages are popular, and my personal favorite. Listing is
free! If
you have a yellow pages listing now in your local book, you may be listed in
Yahoo already. If not, request a listing. It costs nothing, but it may take
three months to work its way online.
Another choice is Super Yellow Pages. Like Yahoo, you can get free listings,
or higher ranking paid listings. Go to either Web site, check “Help” or
look on their links bar to get listed.
YOU INVESTED IN IT – PROMOTE IT!
You invested dear dollars to build your Web site, now spend pennies to promote
it. Get the return on investment you deserve. Every week, thousands of first-time
viewers try the Web, and thousands more polish their skills to quickly find
what they want.
Broadband is exploding worldwide. That means faster, easier Web searching for
your best potential customers. Be sure they can find you when they want you.
Promote your Web site today!
Steven C. Bursten is the retired founder of Decorating Den
Interiors and author of a how to book on new business start up,
“Bootstrap Entrepreneur.” He is president of custEmers.com,
specializing in affordable Internet marketing tools along with tried
and true techniques. He welcomes your questions about marketing,
sales and customer relationships. Request his most popular free
report: “How to Improve Sales Performance for Yourself and
Your Decorators.” E-mail: performance@custEmers.com.
Whether you are the sole manager who aspires to higher sales, or
you manage 50 window fashion decorators in a multi-million dollar
business, this series will help you manage sales better and increase
your profitability. The series is based on Bursten’s actual
experience studying sales and financial information with hundreds
of window fashions businesses. Past articles can be found on D&WC’s
online archive categorized by author and subject: www.dwconline.com/DWC/ArticleIndex.html
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