Build it and they will come we’re told – To sell online you just need good products and find a good website developer. This is what most business owners believe. But the truth is this. Unless you have an existing retail outlet or long-established business, just placing up a new eCommerce website with new products to sell and then expecting people to flock to it is silly. It won’t work. Traffic will not magically arrive.
Many of the ads I see on TV these days are asking people to visit their Facebook page instead of their website. What’s with that? Sending prospects to an open, cluttered forum where the brand has less control? To me it is sheer madness and illustrates how little the major agencies, (especially those that put together TV campaigns) know about online and how it works.
This gem we got from conversion scientist, Brian Massey. In a recent article he reminded us how important it is to not only have the right visual images on our site, but also the ability to conjure up the right picture in peoples minds. Have a good story to tell that they remember. His biting words remind us of what’s going horribly wrong today when we create our new business websites.
It’s a bit of both. It starts with having lack processes in place. It normally starts with the way incoming leads are handled. Generally, if it’s an enquiry on their sites using a form, it’s sent to the email address of the sales manager. Many managers are either busy or out and about and unable to respond immediately. At best they will forward the enquiry to another staff member to follow up later that day. More delays.
Now that we are building websites virtually full time these days, I get lots of questions. Primarily over the cost. Read more on Business Website Marketing Costs Today…
The growth in mobile is staggering. There are now more smartphones sold than laptops and PCs combined. And these mobile devices are used for email, search and social interaction. But how well prepared is business?
Big Business, in spite of their big budgets, seldom do online well. With an emphasis on campaigns and branding, they forget the essentials of being found online or have a specific inbound lead generation strategy in place.
An independent investigation into the NZ Yellow Pages New Online Services
Yellow Pages new CEO, Scott Pomeroy has a grim task ahead. Transforming Yellow into a true online marketing services provider. One of his first stated goals is to work closer with Google and they recently signed up to become a Google AdWords Reseller. Earlier Yellow CEOs talked about working with Google too. Here’s an article dating back to 2009 which just resulted in Yellow using Google maps technology.
In the interests of killing off more sacred cows, today we question the need for tradition field salespeople (not those pesky telemarketers), in our fast-paced, internet world. Don’t get me wrong, I’ve a lot of respect for several salespeople I’ve met and simply can’t do what they do. I tried various sales roles a few times in my long lifetime, and really, I was no good at it. (Us engineers are simply too analytical and prone to only tell the truth, the whole truth and nothing but the truth. It’s a curse…)
This came out of some debate on a linkedin forum recently. There was a comment from Mike Hihn, an industry veteran who does online marketing for business.
“As for what I call owner-build websites, I have marketing/sales/SEO packages which include no design at all – other than helping them determine how many landing pages to have, and their best keywords, BEFORE designing the site. And analysing what the competition is doing, which very few pure designers even ask about (so I’m told)… The two most important factors in a website are content and links, neither of which has anything at all to do with graphic design. …..anyone focused on the bottom line should build their own [content-managed] site, then hire somebody to help them with the marketing and search aspects…”