Don't Mistake a Web Site for Advertising
2004
by Kenn Schroder
Many small business owners make the mistake of thinking that putting up a web site is advertising. They think it's like putting an ad in the paper that will bring in business. However, they usually end up frustrated when no business comes in. Learn how to avoid this mistake and save your web site from being lost in cyberspace.
Why is my web site not advertising?
So why is putting up a web site not advertising? Well, let's begin by looking at what advertising really is. Advertising means attracting public attention to a product or service usually by paying for it. Getting public attention is done by broadcasting the ad to an audience.
For example, a shoe store puts an ad in the local newspaper. That newspaper is delivered, i.e. broadcasted, to the local neighborhood. Readers of the paper will see the ad. In the end the shoe store owner hopes people come to the store.
The important thing to note is that the ad is "broadcasted". That is, the ad is put in front of the viewers.
So the reason a web site is not advertising, is that it is not "broadcasted" to any viewers. The web site never reaches any audience and gets no attention. In fact, the only way a web site gets attention is if a person takes action to go there, such as typing in the address or clicking a link.
And here's the advertising mistake.
Many first time web site owners put up a web site with the ad mentality. They build the site, spending a fair amount of time and money. The web site goes live and they sit back and wait for something to happen.
Months go by and as you can guess, no business activity is generated from the web site. They feel like the Web doesn't work and that they wasted their money. Some business owners chalk it up as a loss, but others come to learn that the web site itself needs to be shared with people, i.e. broadcasted, i.e. advertised!
So if it isn't advertising, what is it?
Good question. A web site is a tool that makes communication faster and easier. It's a tool that you use "after" a person gets to your site. Some good uses include:
- Supplementing other marketing efforts.
Let's say you are a doctor. One of your patient's friends is looking for your kind of services. In addition to getting your business card and brochure, the friend can go to your web site and get more information about your practice.
- Saving time by make things easier to do.
If you had a local jewelry store and a customer wants to see your new product line. You don't make catalogs that often because they take time and are expensive. For much lower costs, you can instead post pictures to your web site for immediate viewing.
- Giving better customer service.
Maybe you offer computer services to a client. Your clients are confused about the new software that will help their business run better. You can put up manuals, guides and other resources that will help them.
- Selling products.
Just about everyone who has spent any time on the Internet has eventually bought something.
A web site is not advertising ... it needs advertising!
So a web site is not advertising. It is a good tool for improving your communication which can help your business in many ways. For this tool to be of any use, it must be advertised.
The first thing you ought to do to start advertising your web site would be to put your web address on your business cards, brochures, voice mail, email, etc. Next, include your web site address on all your existing marketing methods, such as newspaper ads, paper mailings, TV ads, radio ads, etc.
Some online methods that can bring you visitors include search engine optimization, search engine advertising, banner advertising, email marketing and affiliate programs.
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