Before the Internet, most
all advertising followed the pattern of a one-way street. Advertising was an
extension of marketing, and information flowed in one direction: from the advertiser's
mouth/hand to the customer's ears/eyes.
On the Net, advertising
and marketing lines blur, and sometimes the two are the same. Furthermore, the
Internet isn't called the information super-highway for nothing. If you don't
open your website for 2-way communication, your competitors will pull into the
fast lane, pass you, and take your customers with them.
Here are some easy ways
to capture and service customers with your website. If your website doesn't
have these basic features, it's time for marketing to make adjustments.
- Gives information about
the products/services, the company, new products/services, improvements.
- Provides visitors with
easy-to-find company stats: (toll free) phone and fax numbers, e-mail address,
mailing and delivery address, and any others that apply to your firm.
- Makes it easy for customer
to move from one screen to another and back to the Home page.
- Simple, uncluttered,
succinct. Uses both text and graphics to make interesting and to appeal to
people with different learning styles.
- Empowers customers. Allows
customers to help themselves with a click. Examples are on-line banking, on-line
shopping and ordering, and various how-to's, as they apply.
- Separate e-mail click
to contact your company easily.
Don't be afraid to "step
out of the box" and try something new, as long as it meets your company's marketing
objectives. Everybody's looking for the next new thing. And remember, a key
concept for success today is that knowledge breeds growth. Customers now want
information and involvement. Keeping the customer happy means keeping the customer.
David & Lorrie Goldsmith
are founders of the Syracuse based MetaMatrix Consulting Group Inc. Their firm
specializes in consulting and speaking services. They can be reached at 315-476-0510
888-777-8857 or emailed at email@example.com