The Case For Having A Business Website
The explosion of the internet as a marketing tool has led to companies revising what they do with their marketing budgets and how they can attract consumers to both their brand and how they can encourage brand loyalty. In addition many business websites are used as sales tools.
However, there are companies that still insist that traditional marketing has served them well in the past and because of this choose to ignore the potential of a business website to directly influence the bottom line.
The argument that traditional marketing will accomplish the same thing as using a business website is one that can be refuted on a number of levels.
Firstly there is cost. With marketing budgets being squeezed ever more tightly due to increased competition and uncertain economic times traditional marketing may simply not be feasible for companies – especially smaller and medium sized enterprises. The cost of print advertising, direct mail and most ‘above the line’ advertising has continued to escalate as those hosting traditional above the line advertising continue to see their own bottom lines under threat. This is especially true of print advertising.
Then there is the question of reach. How best do companies reach their customer base (or potential customer base)? Falling circulation numbers for both specialized and mainstream print media means that advertising in these publications is no longer as effective as it was only a generation ago. It is a simple fact that more and more people are choosing to select products and services by using the Internet – and the number of consumers that are engaging in buying behavior using the internet continues to rise.
This is in part due to the fact that consumers now have access to a myriad of devices which means that they want information where they are and when they need it. They are no longer satisfied with seeing advertising in print media and for that matter on the traditional electronic media.
A large contributor to this phenomenon has been the increasing number of consumers who are using smartphones. These consumers are impatient and are used to having information at their fingertips 24 hours a day, seven days a week. When they shop they want that information immediately, and often will engage in buying behavior while online.
A business website allows companies, even those who do not engage in traditional marketing to be part of a highly competitive landscape and attract customers who want specific services and products. And this can be accomplished at a fraction of the cost of normal advertising.
A business website also allows companies to tailor make offerings extremely quickly and also to react to changing market conditions and trends without the time consuming activities that would accompany launching a traditional marketing campaign. Being able to change and tailor offerings extremely quickly leads to higher conversion rates and increased sales.
Those companies that ignore the potential of a business website are without a doubt ignoring the needs of potential customers – and damaging their bottom line.