Websites: the essential marketing tool
Let’s face it… business is not how it use to be. The youth don’t read what we use to, they don’t watch shows like we use to (at their age), and they always seems umbilically connected to their mobile phones and internet. Living in the past will not help your business grow. However, living in the present allows us all to observe what the current habits of our clients are. The SECRET is to adopt these current trends and habits so that they help our businesses to succeed now and into the future.
Websites are vital for every business. It does not matter what industry you are in, what age your clients are, or how old you are. If you wish to capture today’s clientel you need a website.
Fact 1 – clients want instant gratification whether or not your business is open. If they are looking for a landscape supply yard at 11pm… your office will be closed but your website is ‘open’. If they are at work and cannot use the business landline to call you, they can at least send you an email. Remember, clients are there 24 hours a day, 7 days a week – are you?
Fact 2 – Consumers are now more information hungry than ever before. Why not use that to your advantage. Create content on your website that will help them choose your products and services, rather than your competitor. Explain to them (or use video clips) on how to use your products to achieve that ‘want’ they are after. Be informative rather than pushing the sales pitch.
Fact 3 – People will go in search of things the WANT. Consumer’s thirst for satisfaction often overrides their logic for NEED. A person may need to buy bread when they go shopping but they walk out with shopping bags full of stuff they bought on impulse as they WANTED them. Develop a solution for your website visitors so that they NEED your product/service to satify their WANT. Remember, this is a demand driven market, not a supply driven marketplace. Create the demand, then supply it!
Fact 4 – We have a growing ageing population. Over the coming years and decades they will be the older generation and they seem to prefer the internet rather than phones or other communication tools. Do you know what your current client age group is? If its the older generation, then you need to act now so that you are prepared for this maturing population.
Getting the Media
- Websites – have your own website for your company.
- Pages – these are webpages that are added to other websites. Though this is far cheaper, the collatoral dpwnside is that clients may percieve your business as not professional enough. An example of a webpage is www.xxxxxxx.com.au/~nativenursery.htm (sample only).
- Advertise – this is a compliment to a website (never a substitute) and involves payment for space or banners on other websites that relate to your service or products. For example, if you have an organic fertiliser, advertise on the websites for a related to gardening magazine (eg. www.stgmagazine.com.au), a garden website (eg. www.plant.id.au) or a garden club’s website.
- Networking on Web 2.0 – these can be used to develop relationships with clients and prospective clients. This includes items such as twitter, facebook, etc.
Whilst television provides a short 30 second blast at consumers and clients, it lacks the ‘sticky factor’ which persists as a permenant resource for people 24-7. Your clients may not be sitting in front of the TV or listening dilligently to the radio while your expensive 30sec advert comes on, but they are definitely sitting in front of the computer as they search the internet! Strategically placed on a website it is there for all to see at their convenience and leisure – a time when they are more receptive to your message.
Websites play a vital role in the media portfolio of all horticultural businesses (product or service oriented). When used as a companion to other media such as print advertising, radio, tv, letter drop, etc, it provides a valuable net to capture and hold prospective clients that ‘little bit longer’. Websites are no longer restricted for the youth audience… it is essential for every business to survive in the future. When done correctly, websites can become a significant front store for your shop or service and can generate actual sales.
For more on website articles (posts) on this topic, check out Part 1 | Part 2
Refer to other Media articles:
Magazines | Websites | Television | Radio | Newspapers | Letterdrop | Newsletters
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