Developing your online presence
The industrial marketing movement
Are you meeting your prospects needs? Research by ThomasNet reveals that over 90 percent of prospects are using online searches to find products and make first-step buying decisions. Websites now facilitate online forms, interactive videos and client to sales representative forums ... and this is just the tip of the iceberg. It is evident that industrial marketing is moving online. But what relevance does this have to you? Whilst you may be aware that the internet is important and 'every business should have one', you may not fully appreciate that the internet is vital to your marketing needs.
Further research by ThomasNet and SVM reported the following about prospects:
- 93% of prospects are on the Internet to make buying decisions
- 91% of prospects will seek out an alternative company if they cannot find the information they are looking for
- 78% of companies plan to increase spending on their company's website this year
- 75% of companies plan to upgrade their website in the next 12-18 months
- 83% of companies believe their website marketing will become more effective over the next three years
It is apparent that if your website or online presence is below client expectations, you are missing out on a large volume of potential revenue.
Does your online marketing strategy reflect your business objectives?
You should ask yourself about the role the Internet plays in your business. For example:
- What are your company's primary business objectives and how can the internet and online marketing support or enhance these?
- Are you planning to expand into overseas markets? If so, how and what role can the internet play?
Whatever your objectives are, it is clear that your Online Marketing Strategy should align with your Business Plan. An effective Online Marketing Strategy will bond your website and company objectives, making your website a central focal point for all marketing initiatives.
It is also worth noting that your online presence goes beyond your website. It may also include search engine results, internet advertising, and industrial information websites which should be considered in the Online Marketing Strategy.
Creating an online marketing strategy that supports your business objectives
But how does one go about joining the Online Marketing Strategy with your business objectives?
Many companies create websites but neglect them
Many companies establish a website because they feel 'it is the right thing to do'. They are not maintained, are out-of-date and have not considered the prospects' needs. Is this your company? Ask Yourself:
- Is your website designed with the needs of your clients and prospects in mind?
- Would they be able to find the information that they need to do business with you?
- What changes would you need make to your website so it can act as an always available, sales person?
Some companies haven't established clear roles and responsibilities for managing and maintaining their website
This is quite often an issue for smaller companies, unable to dedicate staff and resources to the website. If this sounds like your company, ask yourself:
- Is one person or group in your company held accountable for the effectiveness of your internet presence?
- Who would be the best person or people in your company to align your website with your marketing plan?
Some companies worry about exposing their information to competitors
Some companies recognise the importance of providing information online, however, are held back from doing so because they believe that competitors will gain insight to sensitive information. For example, you may not want a competitor to be aware of your prices, or product specifications. Consider that whilst your concerns are legitimate, isn't it more concerning that prospects will simply get frustrated at the lack of information and leave your website?
The action plan
So what can you do from here? Further steps that can be taken may fall between two categories, strategy and tactics. Suggested next steps are listed below:
Strategy
- Draft an online marketing plan, if you don't already have one
- Hold a discussion with senior managers about your business objectives, your marketing online strategy and whether these support one another
- If appropriate, brainstorm online marketing strategies that may develop international attention
- Hold a discussion with senior managers about how the website can be better measured
- Create a schedule for developing and enhancing your website
- Talk to an outside consultant who can help with the design and development of your new website
- Consider promoting your website to your clients and prospects with e-mail marketing and e-newsletters - so all marketing activities lead to your website.
Tactics
- Would your prospects find everything they need from your website? Is your website navigation intuitive? Would they leave frustrated?
- Survey your existing clients about their needs and expectations for your website
- Do prospects typically require common forms or information? If so, create an online equivalence
- View your website as an online salesperson who can answer the questions that a buyer would usually have called you about. What changes should you make to facilitate this?
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