Newsletter: Your web site is your anchor (not the answer)

A small business owner is regularly faced with the challenges "how do I market my business cost effectively?"

"What advertising really works" and "how does my web site play into all of this?"

These are questions that I hear almost daily. And making it tougher … advertising reps come through the door on a somewhat regular basis sing the same song … "our [insert media name here] is the answer to your advertising problems."

Once you spend $600 to $1,000 a few times maybe you start to feel frustrated. Sales aren't increasing at all. But the advertising rep says "repetition is the key". So you are stuck between the proverbial rock and a hard place. Do you keep paying for the advertising (is it money down the drain) or is it time to cut your losses and move on?

To assist in your marketing, one answer is to have a good web site. The reason is simple … drive your potential customers there … and they can find out more about your company before they call. This cuts down yellow pages costs as well as expenses in traditional advertising medias (flyers, newspaper, radio and so forth.)

For example … A smaller ad in print is less expensive. And when you direct people away from the newspaper or yellow pages book you now have a captive audience … looking at your product or service exclusively.

There is a balance to find though. Sometimes a business owner will expect that by having a web site that they won't have to do any marketing. The fact is that no one will find your site if you don't market it. And in the fast-paced world of running a business, the marketing is often neglected! Promote it everywhere you can.

• Email signatures
• Fax Cover Sheets
• Letterhead / Business Cards
• Signs
• Your vehicle
• Pens/magnets and other promotional items

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