In This Issue: |
RECESSION PROOF YOUR BUSINESS
With the current instability in the US economy and the volatility of the energy sector, Canadians are hoping for the best but bracing for an economic downturn. Now is the time to take steps to help recession proof your business.
There are a number of steps you can take to help recession proof your business in the event of economic slow down but we are only going to focus on one today. We’ll focus on the one that is the most economic in terms of getting the most mileage for your money but is also a must have for any business if you’re interested in reaching new customers as well as retaining existing ones.
Step number one is to make sure you have a professionally designed website which reflects the value, benefits and advantages of your business.
Why focus on your website?
Recent research by Gartner and Forrester shows that over 93% of all business-to-business service, product and vendour research begins on the Web. No less astonishing is that over 76% of all consumer-to-consumer service, product and vendour research also starts with the customer sitting down at their computer and looking for your company online.
What does this tell us? Well, a number of things but here are the highlights:
- Your potential client better be able to find your company website;
- Your website better look professional;
- Your website better be up-to-date with relevant content that reflects the value, benefits and advantages of your business;
Anything less then each of these things being true of your website undermines consumer confidence in your business and keeps them looking. You’re may be losing customers every day and not even know it.
Here’s another reason to focus on your web presence
As far as return on investment for your marketing dollars there is no better place to spend your money then in the following two key areas:
- The design and construction of your website.
- The online marketing of your website.
In brief, these two items go hand-in-hand because designing a website is not enough, your potential customers must also be able to find your website online and that’s were online marketing comes into play.
In terms of an investment in the success of your company, we’ve already touched on why it’s important to have a professionally designed website. Further though, it’s also critical to realize that in terms of all the marketing dollars you may invest in your business over its lifespan, no investment will give you the return (the traction) that your website will.
Your website is a dynamic reflection of what your company is all about; it should communicate the services and products you provide of course, but it is also a statement about the value and advantages you provide your customers, and the integrity and professionalism of your business. Your website is the first step to creating consumer confidence in your business.
In addition, your website is the best sales representative you have. It works 24/7/365, it has global reach, and it is consistent with its message every time. When your customers (new or existing) want to know something, they have your top sales rep to turn to anytime (not that we want your website to take the place of your real people, but you get the point).
I need help with our website – What’s the next step?
Okay, let’s assume that you’ve come to the realization that you need help with your website, be that a redesign of your existing website, an update of your website’s content, or you don’t have a website and need one. That’s the easy part; now comes the hard part which is taking the next step.
The first thing you need to do is find a professional marketing company. Notice we didn’t say web designer or webmaster, we said marketing company. You’re about to make arguable the most important marketing investment you’ll make into your business, you want a company that considers and consults with you about more then just your website.
You also want a marketing company that:
- Understands the role your website plays in your overall marketing strategy;
- Can consult with you on current marketing best practices;
- Understands the financial challenges of small and medium sized businesses;
- Can provide comprehensive services so you avoid vendour sprawl (1-service-1-vendour = multiple markups; multiple-services-1-vendour = 1 markup);
- Takes into account other downstream marketing initiatives when designing your website such as online marketing campaigns (SEO / SEM);
- Has a proven delivery process that allows for your input into the design and multiple revisions without added costs;
- Provides ancillary services to help reduce your vendour list such as web hosting, email services, online marketing and print design services;
If you approach the right marketing company then you’ll be able to get all of these things plus, not mentioned above is that taking our advice on who to use for your website design needs has the added advantage of creating a long-term business partnership with your marketing company thereby creating a resource for you who understands, and can consult with you on, your growth objectives, your challenges, and what other company’s in other sectors are doing successfully.
A company or individual who only offers web design services cannot provide this for you. They will build you a website and then you’ll never hear from them again.
In Closing
Canadians are hoping for the best but bracing for an economic downturn as key economic indicators such as the US housing market and the global energy sector are taking substantial hits. Now is the time to start taking steps to help recession proof your business.
On the marketing front, the most important step you can take right now is to ensure you have a professionally designed website (i.e. is visually appealing and navigates easily) that accurately reflects the value, benefits and advantages of your products and services and therefore creates consumer confidence in your business.
When taking the plunge to get your website up to speed ensure that you utilize a professional marketing company and not a company or person who only provides web design services.
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