An Internet site is fast becoming an indispensable tool for helping small and medium-sized businesses reach out to current and potential customers. But many companies are still struggling with how best to implement a winning e-business strategy.
Experts agree that success comes to those who are prepared. Companies have to take the time to thoroughly plan their Internet strategy and get the expertise they need to make it happen.
"Successful entrepreneurs develop their business with the customer in mind and an e-business strategy should be an extension of that," said Guy Beaudry, Senior Vice President, Corporate Affairs and Chief Planning Officer at the Business Development Bank of Canada (BDC).
"When you create your website you want to ask: What will my customer be looking for? What does my customer need?"
The first step is to clearly identify goals for an Internet initiative that are closely aligned with the overall objectives of the business. This means first assessing whether customers want to buy your company's product or service online or whether the Internet site will serve other purposes such as encouraging customers to visit a store location.
Beaudry said marketing staff should take a leading role in website development.
"The e-strategy should be devised and led by the sales-and-marketing team," he said. "The technical team is there to support the vision of the sales-and-marketing team. The tail shouldn't wag the dog."
Once the site is up, companies should be measuring and analyzing traffic, regularly updating their sites and surveying customer satisfaction.
Until recently, a website's effectiveness was evaluated mainly by its ability to get the attention of the visitor and hold it. We now know that helping the visitor accomplish a desired task as quickly and efficiently as possible should be the focus, explained Beaudry.
The number of clicks required to complete a task, paths followed to reach a specific web page, and the number of times a visitor hits the "Back" button may be indicators of costly navigation "traps". Website usability studies can help identify any weaknesses.
Beaudry noted that BDC offers a host of e-business resources to companies both online at its website (www.bdc.ca) and through its e-strat program, a consulting service that helps entrepreneurs to develop a strategy and action plan customized to their specific needs.
Steve Edwards is one entrepreneur who has made sure to put his customers at the centre of his company's successful Internet strategy. Edwards owns Music City, a fast-growing musical instrument store and rock music school in St. John's, Newfoundland.
"When you have a website that truly reflects your business and a trusted customer list, the opportunities are practically limitless," Edwards said. "From the get-go, Music City was about simply being the best and our online store had to reflect that level of excellence, too."
The website offers its customers a pleasant, user-friendly online shopping experience. Much like the bricks-and-mortar store, the online music store has the relaxed feel of a "musical Starbucks."
"You can do so much more than simply sell on the Web. You can give your clients more insight into your products and help them use them," said Edwards, who developed his site with the help of BDC Consulting.
For more information, call 1 877 BDC-BANX (232-2269).
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