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MARKETING TIPS
WEBSITE DESIGN
1. It is tempting to add a lot of flash and complication to your website, such as animated intros, tons of music, and graphics, but it is proven that potential customers prefer a website that is simple in design and easy for them to navigate. A customer shouldn't have to be a rocket scientist in order to find their way around your website. Make your website user friendly.
2. Make sure to have your contact information prominently displayed on your website. If a customer is interested in doing business with you, they shouldn't have to hunt down a way to reach you. Your contact information is one of the most important pieces of information on your website. Treat it as such.
3. Make sure that your text is at a size that is easy to read. You don't want your customers to have to squint to read your website's information.
4. Make sure that your text is in a font that is easy to read. Some fonts are fancy and nice to look at, but reading a wild and crazy font for an extended period of time will leave you (and your potential customers) cross-eyed.
5. Make sure to create a simple website layout that has a flow between the header, text, and graphics. The graphics shouldn't be competing with the text and the text shouldn't have to fight for attention over a ton of graphics. Both the text and graphics should work in coordination with each other.
6. Consistency is key. If your text is in size 12 on one page, that should remain consistent amongst the text on your other pages. There should also be a consistency in terms of spacing, font, and color schemes. Each page on your website should combine together to create one cohesive unit. Think of your company's website as an online business card. It is an online representation of your company's services and values.
7. You can mention that you will soon have a company website up, but it is best not to advertise the website until it has been completed. Your company often gets one shot to make an impression, and you don't want your customers or possible investors to have the impression that your entire operation is still "under construction." Make sure that they are viewing the website when it is completely finished. Each page should be complete with information. There shouldn't be one blank page on your website.
8. Periodically update your website. One of the biggest factors in keeping traffic on your website is updating it with new information. This could be weekly sales, blogs, a calendar that you keep updated, or news and updates regarding your company. If your website stays stagnant with no new information, there is no reason for people to visit your website more than once.
9. Make sure to heed copyright laws when posting images, music, and text. It would be a great shame for your company to be involved in a lawsuit over rights and usage of logos, photos, or music files. Make sure that you own the right to post the information that you're posting.
10. If website design isn't your area of expertise, don't feel any shame in leaving it to the pros. Website designers exist for a reason. It's definitely admirable that more and more people are striving to be independent. Designing your website can often save you some money, and in this day and age, saving money counts for a lot. However, as mentioned in Step 7, your company will have one chance at making a first impression. If you create a website that doesn't look professional or streamlined, you are risking losing potential customers. The choice is yours: spend less than a grand on a website that can earn you a lot more than a grand in the long run, or design a website (still paying money for website hosting and spending time learning website design in the process) and potentially lose a lot more than a thousand dollars in sales.
ONLINE MARKETING
1. Don't "spam" your potential customers. Instead of increasing good word of mouth for your business, you will be pushing customers away. Find innovative ways of marketing to customers online, such as creating a Myspace or Facebook page, or creating a forum where customers who have an interest in your field can talk and swap ideas.
2. Create newsletters that you can e-mail to your customers. You don't have to send out these newsletters monthly. You can also send them out quarterly or even annually, if that is more appropriate for your business.
3. Include your website address on your business cards. Your goal is to promote your website as much as possible, to increase traffic to your website.
4. Include your website address on any other promotional materials, such as postcards, flyers, and promotional giveaways.
5. Depending on your field, contests on your website may be beneficial in spreading the word about your company. This will also increase website traffic.
6. Depending on your field of business, joining communities such as BlogTalkRadio can also help with the promotion of your company. There are many small business radio shows that are willing to interview small business owners. You can also spread the word about your business in their online chatrooms.
GENERAL MARKETING
1. Make sure to have the right mindset when it comes to customers. Too often, companies adopt the mentality that they can make the rules in terms of customer service, because if customer number one isn't happy, there will always be customer number two. The best form of marketing for you is to treat every customer as you would want to be treated. Make it a priority to offer the best customer service around. If a potential customer is comparing your company to another company, the deciding factor COULD be that you are known to provide excellent customer service.
2. Promote your company as much as possible without coming off as only caring about the promotion of your company. There is a fine line between innovative marketing and shameless promotion. Some would lead you to believe that all publicity is good publicity, but business owners should know better. Becoming a shameless self-promoter could break your business. Have tact when marketing yourself.
3. Network with other business owners. Talk to them about methods that have worked for them, and methods that were a disaster. In talking with other business owners, you could be initiating long-lasting business relationships that may benefit you in the future.
4. Devise a structured marketing plan for your business.
5. Make sure that your marketing plan consists on having more than just a website or just a stack of business cards. Your marketing plan should be structured around consistent actions and marketing materials. These different aspects of your marketing plan should all work together to create the professional image that your company deserves.
6. Have fun with marketing. Marketing can be hard work, but it can also be enjoyable. It is a very satisfying feeling to know that you are engaging potential customers and informing them about your company.
7. Feel proud of your accomplishments and feel confident in your ability to market your company. You know your company better than anyone else does. You, more than anyone else, should be able to spread the positive word about your company and explain to a customer why they should go with you over someone else. Don't allow insecurity to cost you customers. Close the sale by being confident in yourself and your business.
8. Conduct business with a high level of integrity. Ethics are key. Hold your customers' security in high regard, and realize that they are trusting you to handle their money. They are also trusting you to provide them a service. Don't betray this trust.
9. Stay well-organized. Having to look for sensitive or important documents for a significant amount of time is a waste of time. Make sure to have a system of filing information. Also, it is best to backup important documents or keep duplicates at a separate location, in case of emergency.
10. Find a way to reward your customers for their continued business with you. They will appreciate it as much as you should appreciate their continued loyalty.
