Your Web Business

Another important topic, besides search engine results, that I discuss with clients is how to get their Web site "visible." Clients of mine, want their customers to be using their Web site for everything related to their business. Some clients, want to sell goods online, some clients want customers to be looking for sales and other business information, and some simply want them to go there to get basic information about their business. But the main misconception among most of my clients is - if you build it (Web site) they will come. It's not "Field of Dreams."

If you want your customers, and other WWW users to go to your site, you need to tell them it is there and encourage them to get on the site (have something they need to get/know on the site). Here are some things to consider when starting your business Web site:

1- What is the purpose of your Web site?
- Why do you need a Web site? What do you want the message of your site to be to your customers? Do you want people to be interactive and do something on the site? Or do you want them to browse information?

These questions are often a "trip up" to my clients. When actually asked these questions, many of them have never considered the answers. For some it is as simple as they want customers to buy their products online, for others it's a bit confusing why they want/need a Web site.

If you find yourself stumped on any of the above questions, it's difficult to build a Web site that will suit your needs. A site is built based on accomplishing the answers to the questions listed above. Remember: Just because you build it - doesn't mean your customers will use it.

2- Identify your target - the who, what, where and why of your business.

There are 2 billion Internet users, and trillions of Web pages out there. You need to get your target audience to yours. You need to get your site to people interested in your product, ideas, organization or business. You may think your audience is "everyone" - but it isn't everyone.

Know your visitors.

I recently helped examine a client's search engine stats, and what we could do to boost more traffic. As I searched various terms, and examined the results and terminology used in his text of his site, I found that he was actually performing outstanding for his target audience. I asked the following questions: 1- What area do you want to reach for a customer base? 2- Do you want to extend the locations your clients are coming from? 3- What do you expect from a search and a result? When all those questions were answered, it turned out he was already reaching where he wanted to, and just didn't realize it. The best approach to marketing is stay in your niche and work your niche. You want to get as many customers inside a realistic range as possible. Do you really want to reach a customer in India, or Germany? If so, then your niche is a lot bigger, but most local businesses just want to reach the greater Syracuse area, and specifically the customers in their own town/location. Attempting to reach customers that may not be interested/actually use your service is not a realistic goal or strategy.

3- Market to your audience - the simple way.

- Word of Mouth is your best approach. It's free - most of the time. Become a member of your local chamber of commerce, tell your friends and family all about your business, post it on your social media pages. Talk about your business at gatherings (at appropriate times).

- Local advertising venues
Where are your customers coming from? Do they live within a certain mile radius from your business? Where do you want them to come from? Market to that area. Some local advertising venues (ranging in price) include restaurant placemats and menus, local media (print, Web, radio, TV), chamber of commerce events, schools and more. Depending on your business, and who you want to reach, you should choose these types of marketing strategies and your budget.

- Business items
You should have your Web site on every printed item you share related to your business. These items should also include your logo and basic color scheme. You do want consistency in your business image. If you do not tell people to go to your Web site for information they will not go there. 

Source:

Official Joomla! Book by Joomla!Press.