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There are many definitions for the words "asset" and "liability," but let's examine the definition by Robert T Kiyosaki: "An asset is something that puts money in your pocket, and a liability is something that takes money out of your pocket." After reading this statement, ask yourself: Does your website put money in your pocket or does it take money out of your pocket? Is an asset or a liability?
Perhaps you can find the answer by remembering the last time you closed a sale as a result of your Website. When was the last time a perfect stranger picked up the telephone and called your office to buy your products or contract your services, all thanks to your Website?
Although the investment of this concept can be minimal, one must also add the cost of opportunity. The reality is that if you do not receive an ample amount of leads and prospects generated from your website each month, it is loosing money since potential clients are probably visiting competitor's sites buying from them.
The Importance of Traffic
It's not enough that your company has a Website, it is important that people that are searching for your goods and services actually visit your Website.
Publishing a new website without a Internet marketing strategy is like opening a mall in the middle of a desert… nobody is going to visit. We have to build roads so the customer can reach us and distribute advertisements to reach the customer. The same logic applies on the Internet. We must build these "roads" and distribute advertisements in order to attract prospective customers.
First Define the Objective
Suppose that your ideal prospect (that needs and has the ability to buy the products that you offer) visits your website. Which would be the expected result? That the prospect picks up the telephone and calls you? That they send you an e-mail? That they provide you their contact information so that you can send them a quote? That they buy online or make an online reservation? That they physically visit your store? This is what marketing specialists call the "call to action" or the action that want that the client execute.
Before carrying out any marketing efforts, it is necessary to define the "call to action" and general objective, particularly of the Website, as well as having a clear idea as to how this fits in with your business strategy.
For example, if your business is dedicated to legal counsel or accounting, it would be ideal to obtain the prospect's contact information, allowing you to personally discuss the details of your services. If you receive 50 prospects per month and are able to close 1 out of 5, your business would have 60 new clients in just 6 months' time. With this rate of growth, shortage of clients would no longer be your main problem.
On the other hand, if your business is a clothing store, a beauty parlor, a pet store, or a restaurant, your business needs to be kept fresh in the minds of current and potential customers, so they visit your business frequently. In this case, the strategy could be periodic emails with bulletins of useful and interesting information for your customers. Here, the "call to action" of the website is that the visitor subscribes to the bulletin. This way, your customers benefit by receiving important information, and you benefit by reminding them of your business and what it has to offer.
Building the Roads to Your Website
There are many ways to attract traffic and prospects to your Website. Mentioned below are the most important strategies.
Pay-Per-Click Campaigns "Pay Per Click" has become one of the leading marketing programs on the Internet. The advertiser pays only when someone clicks on their advertisement. These advertisements can appear as search result or in other websites whose content is related to the advertisement. The prices start at just pennys up to hundreds of dollars per click. Normally in this type of program, the advertiser that this willing to pay more per click, is the one that receives the most prominent spaces. This is an accessible and fast way for every business to generate traffic to its website. The three main search engines - Google, Yahoo, and MSN - have programs of this nature.
Paid advertisements in related Websites There are many websites that have a similar audience to your target market. For example, if you sell baby clothes, you could place advertisements on Websites that publish articles about pregnancy, labor, or new babies since they share the same audience.
Improving Search Engine positioning The Internet is growing at an impressive rate. With the creation of millions of Websites each month and the publication of tons of new information everyday, search engines such as Google, Yahoo and MSN among others, have become the main tool to find the information we are searching for. How can your Website appear in the top positions? By contracting Web positioning professional services. A new industry has been created due to this need, known as "Search Engine Optimization" or SEO, as well as "Search Engine Marketing."
Don't wait any longer. This is the moment to put your Website to work for you. As Benjamin Franklin would say in this day and age: Never leave for tomorrow what you can position today!
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