Do It Now Before It’s Too Late

In order to compete in the modern marketplace, every business and not-for-profit including traditional “brick and mortar” operations, sole proprietorships, and even mom-and-pop style organizations should have an Internet presence.  Ignoring the massive amounts of customers and patrons who surf the web every day and expecting to prosper in the next decade is akin to hiding under a tree in a thunderstorm: it sounds like a good idea until the lightning strikes.

Many small businesses fail to acknowledge, or refuse to admit, that traditional media outlets are struggling.  While television, and to some extent radio, are still fairly strong players in the local market, print media such as circulars and newspapers are hurting:  readership is declining, classified sections are shrinking, advertising costs are rising.  Nationally, many large newspapers are either in–or headed toward–bankruptcy while their smaller cousins are either switching formats (daily to weekly, etc.) or going out of business altogether.  Even those that are still operating have been forced to cut back services.  My local, the Ellsworth American, had to recently start charging subscription fees to its previously free online version because so many of its everyday patrons were opting to read it online rather than actually buying the paper.  Several national and international papers including the Times, the Sunday Times, the Sun and the News of the World are doing the same.

Why Should you Get Your Business Online?

Continuing to count on cheap paper advertising that actually reaches consumers just isn’t a viable option anymore. The Internet has taken advertising to the next level of efficiency and cost-effectiveness. So why (and how) should traditional businesses build an Internet presence?

1) Impression: by creating a website or joining any of the web 2.0 social media networks, businesses not only create an impression that they are forward-thinking and prepared to do business in the future but also appear responsive to their customer’s ever-changing needs. Simply put, by making it easier for consumers to find the products and services they need and want, businesses will become more valuable to those customers.

10 years ago would any of us have envisioned being able to order takeout online? Probably not but Papa John’s, Pizza Hut, and other fast food restaurants now offer that service to the modern consumer. In addition to take-out you can also order groceries flowers, and even fine wine online.

2) Engagement: every good salesman knows that the key to getting consumers to buy is getting them actively engaged (and keeping them that way) with a product or business. That’s why car dealerships send you birthday cards, Christmas cards, and thank you notes long after you’ve traded in the automobile you bought from them.

The Web offers even small companies that unique ability to engage customers in the dialogue like never before. By building an attractive, interactive site where potential customers and clients can hear what a business has to say, see photos of the products they are advertising or of the people selling them, or even watch video demonstrations of those products, business owners can create a relationship with consumers without ever having to meet them.

The interaction doesn’t have to stop there. Why not have an online forum where past customers can post reviews of products and services they purchased from you, or where potential customers can ask questions; ask for e-mail addresses and send out periodical notices or promotions; have online contests or post satisfied customers photos? The sky’s the limit.

Locally, one of the dealerships in my area gave away a car last year. All consumers had to do was post a photo of themselves kissing the car on the dealership’s website. Nationally, you can now follow JetBlue on twitter and find out if your flight is behind even before you get to the airport.

You don’t have to get a customer into your showroom before you introduce them to yourself and strike up a conversation anymore. Think of your website, your social media presence, or your web correspondence as the “back door” through which you should invite customers.

3) Incidental Revenue: while some businesses are better suited to earning incidental revenue from their web presence, any business can do it—if they know how. Services like Google’s Ad Sense, and affiliate programs such as the ones offered by Amazon and eBay allow you to make money without really having to do anything. By simply posting ads or affiliate links on your site or sending those links and ads out in messages or e-mails, you have the potential to earn money. While affiliate programs often require a consumer to actually purchase a product they come across by clicking on your links, Ad Sense allows you to earn income (though quite a small amount in the beginning) if your customers simply click on the ads.

The best part about the services I mentioned is that you can control everything about the ads from what they look like, to what products they display. For example, you could use an Amazon widget to advertise a product complementary to one you sell on your site (say HDMI cables for gaming systems, or a “For Dummies” guide about gardening if you sell plants or seeds.)

By giving consumers access to products that you can’t or don’t provide you will be adding value to their day and they will be more likely to remember your name in the future. However, be careful not to advertise products that compete with yours—don’t advertise Amazon books if your bookstore. Chances are you won’t be able to compete with the prices of an online mega-marketplace.

There are also link sharing services out there and people who will pay you to advertise their sites on yours. You can also swap banners so you can advertise on their sites as well.

Even if you decide it’s not for you, it’s in your best interest to learn about these forms of incidental income.

It’s Not As Bad As You Think

These are just a few of the benefits of catching up with the times, and giving your the business to boost it needs to compete in an increasingly digital marketplace. It may sound scary, a bit overwhelming, and frustratingly difficult, but getting online is easier now than ever before. For more on that read the second part of this article: Getting Your Brick and Mortar Business Online is Easier Than You Think

Feel free to drop by my website www.therealrobertpalmer.com to see how I can help you get started online.