I get asked questions like this all the time. The simple answer is: “Maybe you don’t.” If you are comfortable doing what you are doing and your business is meeting it’s growth projections, you may not. But, consider this; if you are not growing or you are tired of advertising that is becoming less and less productive and more and more expensive, then a website is your most effective least expensive marketing vehicle next to a business card.
Let’s face it. If you do not have a business card and a business phone today. How serious are you really, about being in business? A business card facilitates someone getting in touch with you after a meeting.
There is no substitute for just getting out and meeting the people. Face-to-face customer interaction has been and will always be the best way to win new clients. I still have business cards from people I have met at networking events from years ago. And I can remember what most of the people who gave me their cards look like and what the company does. And if I ever need their services I will call them.
But next to talking to people and handing them a way to contact you in the future, a website is by far the most effective marketing tool available. They are low cost. You can have a very effective, very attractive web sites today for less than the price of a soft drink and way less than the cost of a latte a day.
When was the last time your refreshment brought you any business? But your website can. And it will work tirelessly for you 24/7. Unlike any other marketing vehicle, you can tell someone everything that they need to know to learn how to buy what you sell with a website. Can’t do that on a 30 second spot on the radio or TV. Can’t afford to do it in a phone book or newspaper ad either. But whether you say a little or a lot, a website costs the same. So let your website tell volumes about what it is you do. Why you are better. How to buy what you sell. How to tell the difference between you and your competitors. And most importantly why you are the better value. Not the cheapest. People do not want the cheapest things they can buy. They want the best VALUE. If everything is the same then the way to differentiate is price. But rarely are all things the same. Not even with car dealers who sell exactly the same products with the same options in the same color. No two dealerships are the same. Price is not the only factor.
Next time, I’ll talk a bit about why educating your prospects about how to buy what you sell is so important. And why if you do it you will benefit thanks to the laws of reciprocity.
Till next time, good luck and prosperity.