Technology Tools: Internet Presence
How can you make sure your Internet website rises above the rest in capturing and maintaining the interest of your potential clients?
Site Design
- Domain Name
- Your domain name should reflect the services you provide, be easy to remember, and be unique so that it is not mistaken for other domain names.
- Navigation
- Visitors to your site should find it easy to navigate. Develop your navigation structure so that it responds to client information needs as opposed to the features of your products and services.
- Search Engines, Meta Tags and Directories
- Work with your webmaster to develop an effective key word list that is represented on your site through meta tags and page titles. Search engines (i.e. Google, Yahoo!, AltaVista) will eventually record a link to your site automatically, and you can 'request' that the search engine documents your site so that this process occurs sooner. Using related keywords within your site's meta tags and page titles can increase the likelihood that search engine users will find your site listing. Unlike search engines, directories (i.e. SourceCAN, BELLzinc) will not find your site on their own. You will need to register your site on those directories as well as directories which are used in your target market.
- Graphics and Multimedia
- The region in which your target audience is located can also affect your use of graphics and multimedia elements. While much progress is being made daily, certain parts of the world cannot support high bandwidth and are restricted by slow connection speeds. If your site offers audio and video streaming, ensure the user can also access text versions or can request your multimedia files in CD-ROM format.
A well-designed website is key to communicating your professionalism.
Content
- Your Service Offering
- Your service offerings must be clear and concise. Website visitors should be able to see a description of your service offering on the home page. A link to a secondary page can provide more detailed descriptions.
- Press Releases/News
- Develop content in such a way as to attract repeat visits. Press releases, new developments, notification of events, information on business opportunities, and "free" services are a good way to keep them coming back.
- Discussion Groups
- Setting up discussion groups on your site will give you better insights into some of the challenges faced by your clients and can provide an opportunity to introduce your solutions. Discussion groups are an effective way to increase awareness and build your profile.
- Relevant and timely Information
- Developing and maintaining your online presence involves a significant amount of strategic planning and a commitment for regular updating. Your website is the virtual representative of your services - reflecting your commitment to quality and client service. It should never be a static online brochure. It should be lively, interesting and useful.
While website design is important, the majority of your time and budget should be spent on CONTENT
When dealing with international audiences, consider making your site available in multiple languages.
Promotion
- Marketing materials
- To provide the best exposure for your business, include your website address on every piece of promotional material including brochures, business cards, letterhead, PowerPoint presentations, press releases, advertisements, published articles, etc...
- Newsletter
- Stay in touch with your clients and prospects by having them subscribe to your online newsletter. An e-mail can be sent on a monthly, quarterly, or on a more occasional basis with links directing readers to specific pages on your website. Since the purpose of a newsletter is 'relationship marketing', focus less on self-promotion and more on providing information that is newsworthy, valuable and perhaps even entertaining. Provide subscribers with an opportunity to unsubscribe.
- Linking Strategy
- Most websites offer added value by linking to other sites that provide information on a given topic. The most successful websites are those that serve as a portal or gateway to other sites of interest. Set up a 'reverse linking' strategy with those sites so that they can drive traffic back to you.
- Banner Ads and Sponsorships
- Depending on your marketing objectives, banner ads and sponsorships could become a valuable addition to your Internet strategy. Like Internet 'billboards', a link to your website on another high-profile site can increase the number of visitors. Banner ads are most commonly used in business to consumer marketing and may not be the most effective method for marketing your business and professional services. Make sure you understand the target demographic and the estimated number of 'impressions' you will receive as a result of using this approach.
- Site Statistics
- Regularly monitoring statistics on your site is a good way to better understand your target audience. Who is visiting your site, how did they find your site and what pages did they view will provide you with valuable insights at little or no cost.
Providing regular solution-oriented messages through newsletters can be an effective way of promoting your value proposition.
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