| What does this mean, really?
Marketing is first of all communication: Letting people know what you have, how that benefits them and how they can get it. The Web can help do this very well.
Don’t underestimate the value of simple bullet lists of services and products
But don’t forget the opportunity for interactive online or downloadable order forms, “clickable” maps and other devices unique to the Internet.
Marketing needs to be focused and audience-based.
You may need to consider whether it’s practical to attempt a Web site that tries to communicate to consumers, parents and guardians, AND the public AND business customers.
If you have no choice—and you may not—be prepared to plan carefully. At least be aware that you are attempting to do several things with one tool and that some compromise will result.
If your sales and consumer services are on one site, be absolutely certain that there is a clear, easy-to-navigate path to your business services or products. And it might be wise to add separate sub-pages for areas such as mail services.
Marketing—as we’re discussing it here—should be sales oriented.
Everything else is great, but sales are what you are after.
Examine and re-examine whether you are targeting what you need to sell. Do you need additional tools, features or elements to succeed (How are you contacting customers and promoting your products and services? Are there techniques to expand or support your effort?)
Make certain the Web site is connected to every part of your operation and visa versa—use the Web address EVERYWHERE and make sure the site has something of value for those visitors.
Budget for marketing
Marketing is something that requires time every day. Some days that may only be updating a mail or e-mail list of customers, but don’t put it off…then wonder why sales are down.
Don’t forget the soft sell, either.
Make your site interesting
Provide reasons for people to visit
Provide some interactive features, even if it’s just a request for information mail form.
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