I. The Internet: What is it really?
Networked Computers…Including Yours
Most of this is obvious, but there are some gems in the assumptions that we have about the Internet:
• 24-7 Connection to Communicate Your Message
• Relatively Ease to Look Good:
• “Free” 4-Color
• “Unlimited Content”
• Easy To Target Multiple Audiences/Multiple Messages
• World-Wide Reach
What’s Bad About It
• Everybody knows about it!
It’s free, unless you need to compete.
• It’s open ended
The standards are still being set
• And all the stuff no one talks about
It’s confusing
You need a plug-in! (special and changing requirements)
Spam
So Should You Ignore It?
Only if you want to go out of business…
It’s a new telephone—would you pass on your directory listing?
It’s replacing brochures and other materials—for smart businesses
It’s even serving as a “store counter” and business tools
One recent report indicated that 34 percent of the households now have a Web connection. That’s more than 1/3 and it’s climbing every day. More importantly, an even higher percentage of businesses are now online.
What Can A Workshop Do?
First, Focus on What Works—Not What Might Be Possible
Establish a Web presence—GET A DOMAIN NAME. Today.
Build a Web site with pages to emphasize your key goals
You may need multiple sites or at least separate, categorized pages for business & “services”
Drive Traffic to Your Site(s)
Yes, search engines do matter
But build the site right first
Metatags
Keywords in content
Content content content! (Not smoke and mirrors!)
Submit to directories and search engines
Submit to local/regional/topical directories—including “pay” directories
Exchange links and submit to related sites
E-mail: not bulk e-mail spam but your present contacts. Start building an e-mail list TODAY.
Incentives and contests
But Most of All—use that URL on EVERYTHING you send out…and dream up new excuses to send it out again!
Letterhead, brochures, news releases, yellow pages, advertisements
What Do We Put On It?
It depends…. but here’s some thoughts
List of Services
Testimonials
Case Histories
History
Who we Are
Virtual Tour
“More Information Request” form
News releases
Ask your customers what they need to know!
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