Given how many hundreds of billions of dollars are generated each in year in Sales from the Web, it is probably not a surprise to learn that there are a host of ways to acquire new prospects for your business (search engine optimization, online advertising, blogging, affiliate systems). What may be more surprising is that there are even ways to market to your prospects & customers that has nothing to do with your Web site (email marketing, multi-media marketing, loyalty programs). Each of these sales tools have their own strengths, weaknesses, dependencies and technical & financial requirements.
Which is why a coordinated, integrated blueprint that creates the optimal mix for your business is so critically important: to do otherwise, is literally throwing away money one click at a time.
One of the most common mistakes is to focus on just one sales tool—usually the Web site—while ignoring all the others. The unfortunate truth, however, is that building a Web site is the easy part. The real challenge is getting people to visit your site, today, tomorrow, next month, next year. This is an ongoing challenge and more than almost anything else, will determine your ultimate financial success.
|Spending money on a nice, new Web site but not expending any effort to get people to visit it.||Wasted money and lost sales|
|Spending money on getting people to visit your site, but not designing the site to convert visitors into customers.||Wasted money and lost sales|
|Throwing up a few non-interactive pages of information that you rarely update because you’re too busy or don’t have the skills.||Diversion of your valuable time and damage to your brand|
|Not building a benchmarking capability into every online sales activity.||Wasted money|
|Printing a newsletter or catalog that is not emailed to your
customer list. Not having a customer email list.
|Lost sales and chance to enhance your brand|
|Using an AOL, Comcast or some other email address that makes
you look unprofessional or unsophisticated.
|Damage to your brand|