A company Web site is only as good as the drivers that get people there.
With 63 percent of people researching products and services on the Internet today, it’s not flashy graphics or in-depth information that link potential customers to business Web sites. According to marketing specialist Michelle Girasole, in many cases it’s luck.
“It’s not about being online with a Web site today,” said Girasole, president of Next Step Marketing in Providence. “Everyone is online today. To beat your competitor you need to make sure that people can find you.”
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Girasole, talking to a crowd at the recent ITEC convention in Providence, said the key to a successful Internet marketing strategy is broken into five areas: Web site usability; Internet visibility; ongoing communication sales process; and campaign monitoring.
And while the areas might seem like basic stepping stones, Girasole said, many companies have yet to realize the full potential of the Web site because they don’t understand the individual importance of each step.
Jim Gilday, owner of Bran Lab Integrated Market in North Attleboro, said even for those with the most experience, there is always something that can be learned about Internet marketing.
“I am in the process of rebuilding my own Web site and have done others for my clients,” he said. “There is something new and different everyday and you need to stay in touch.”
According to Girasole it all starts with the site’s design, which she said should remain consistent with the company’s overall branding – meaning that logos on the site should be compatible with the material used in other marketing mediums. The site’s navigation bar should contain only between six and eight choices, keeping it simple and easy to use. And while it’s also okay to use multimedia approaches, but she said, the company’s Webmaster should ensure that they are viewable in all browsers.
The company should also use its Web site as a way to learn about potential customers by updating the site regularly and providing an area where users can log in for additional information, Girasole said.
“Interactivity is like value added for the customer,” she said. “It shows that the company is interested. And while customers might be reluctant to write down their phone numbers in other arms of marketing they are going to give you information freely online. Capture their information and in return you know more about your customers.”
Getting potential customers to a company site is one of the greatest challenges businesses face, Girasole said.
“The 80–20 rule that exists in business, it exists for this too,” she said. “You should spend 20 percent of your funding to develop the site and then 80 percent on promotion.”
According to Girasole, because nearly half the people surfing the Web today are using search engines to find what they need, the key to any successful Internet marketing plan is getting the company listed. With some charging a “pay per click” price for listing, and other charging large fees, Girasole suggested that companies on a limited budget start first where it’s less expensive – linking with industry trade organizations and chambers of commerce.
The other important part is using words that potential customers would use to search. For example, she said, working recently with the Providence Center for Women & Enterprise in designing its Web site, they decided to use the words “women and business,” as search terms. But when Girasole did her own search of those terms and found more than 240,000 sites that came up she knew they needed to be more specific.
“It’s about effectiveness,” she said. “If that many come up, what is the likelihood that people are going to find you?”
Ideally, Girasole, said companies want their Web sites to come up in the top 30 when a search is complete, but she added, that it’s not just placement that is important.
“The description that comes up is usually what gets people to click,” she said. “If it’s compelling it will drive people there. But if it doesn’t say anything then people will obviously skip it.”
Companies don’t always have to wait for people to find them, Girasole said. Sending out an electronic newsletter with articles or tips is a good way to keep communicating with potential customers. In addition, if they like what they read they will come back to the site for further information.
“If you have a site and you aren’t promoting it, then you are missing out,” she said.
Part of that is monitoring, daily, weekly, monthly and even yearly, who is using it and what they are using it for, Girasole said.
“Look at what the top visitor sources are, look at what key words brought people there,” she said. “Basically, just make sure that your efforts are returning a value.”
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