CMS Web Solutions

Statistics Canada reported that in 2006 78% of private and 99% of public organizations used electronic email. 2 years ago I made the statement that a website was now as important as a business card. Today I believe a website is even more important than a business card. A couple things happened. In the last few years people have accelerated their use of the Internet for researching products and services. Recently I attended a market research presented by Google. The data presented reflected what I was seeing in the marketplace. Something triggers a person’s mind. They go to the Internet to research. If they are satisfied they will engage further. What happens if you don’t have a website or one that is not working properly? Think about how your personal habits are beginning to change. When looking for a person/business do you search through a pile of business cards or pull out the yellow pages? Or are you finding yourself increasingly trying a quick search on an Internet directory? If you did use a business card, would you call or check out the website first? We are beginning to realize that more information is available on a website. If a company has a business card, but no website in an expanding and more global market, how will they be found? Even ads are shrinking as companies can reduce the information and include their website address on it. Having a well organized and working website is no longer a passing fad. It’s a necessity.

Throwing up a website without coming at it from a business context is like buying a ticket in a mass lottery and hoping you’ll be the one in 30 million that hits it big. Wanting to get found on Google is no different than wanting to get found in your local “offline” marketplace. Start with your target market. See their face so it focuses your efforts. The days of “everyone is my target market” are over. Now, what are they looking for? Where do they look for it? What words do they look for/appeal to? Once that’s done, create a coordinated marketing campaign for them. Create or adjust your website. Measure, and then adjust again. Remember, no one buys a book for the cover; they buy it for the content. It’s same with your website. Make sure your content resonates to your target market. Maybe then you’ll increase your chances of cashing in on the big win.

In sports, good referees aren’t noticed. You notice bad ones. They take away from the game. The same is true for website navigation.You don’t notice it until it’s bad. Ever get lost in a website? In the last few years, website visitor’s brains have been trained to look for navigation in the same place, on the left and/or across the top. They now need, really need a home button. Don’t make visitors think for the sake of “creativity”. If you do, they’ll simply leave quickly.

Visitors skim read websites. Limit your words and write like an inverted pyramid, with the most important information on top. The general rule for content writing for a website is to use 50% of the content that you would if it was in print.

As a general rule there are good times and bad times to advertise. Of course it depends on the industry, but warm weather is typically not as effective as colder months. Why? Think about your habits when the nice weather hits. Are you reading less ads and playing more golf or outside gardening? So put yourself in the target audiences shoes and ask yourself…would you be more or less inclined to read your ad at this time of year? Remember, marketing is an investment. Make sure you’re getting the best returns for your money.

Over 60 % of the companies we visit think they control their own domain name but don’t. The email address that is listed as the administration email of the domain name controls the domain as all emails pertaining to the domain go to that address. Earlier on in the website business it was common that the web designer register the domain and “look after it for the client”. What a mess that has caused! Web companies disappear, go out of business or the kid that built your “jammin” site’s gone to Africa. We’ve never seen something so small cost companies so much if they can’t get their domain back. Reprinting business cards, marketing materials advertising etc. it adds up. To check if you own are the “master of your domain”, go to http://www.cmswebsolutions.com/whois.php, put in your domain name and see who is listed as the administrator email. If it’s not you, change it immediately to your email address.

In this new reality of quickly changing technology, many individuals who are used to perfection are having a tough go of it. My advice to them is to embrace the perfection of imperfection as a coping strategy. For example, when launching a new technology product, many times it is he who is first wins. If you focus on getting the product perfect, the opportunity will simply pass you by. Striving for that last little thing to make it perfect creates undue effort and stress. In fact the last little bit typically only provides a small return. The key is having a good balance.

I’ve made that statement 4 times this week. It seems I keep coming across people who don’t measure the effectiveness and results of their marketing. I shudder to think how much money people waste. If you don’t measure, how can you manage what you spend your marketing advertisement investment on? Your web traffic statistics report through your website is a great way to measure an “off line” advertising campaign. Next time you have an advertisement, simply direct people to your website for more information or better yet, to print out an offer. Try different mediums and different ads. Measure, adjust, then start all over. Guessing for what works is for psychics. measuring data is for business professionals.

At the 2006 Canadian Chamber Conference of Business Leaders, Decima Research warned that:

·         there is a new trend in the consciousness of Canadians around the environment. They explained that this is not a cyclical trend, but one that is long lasting and growing. Canadians are not blaming big business. They are starting instead to feel guilty about their individual impact and the legacy they are leaving future generations.

 Businesses can no longer ignore this trend and need to adjust accordingly.

Through clients, teaching and advisory groups, we get to deal with many small businesses. We witness first hand what makes one successful and the other not. Here are just a few observations from this year. Please add your comments and observations.

Successful businesses:

• focus on sales first. No money coming in, no business.

• make sure that the sales generate good profitable income and continually examine return on time invested (ROTI)

• create a business “systemâ€? and strive to work “onâ€? the business rather than “inâ€? the business

• plan, measure, then adjust

• monitor and manage cash flow

• don’t take failure personally, they just learn and change

• focus on what they want, then figure out the “howâ€? to get there. They are not deterred by obstacles

• are clear as to whom they are selling to and create effective targeted campaigns

• outsource what they are not competent in. Instead they focus on what they are good at, resulting in greater ROTI.

• if they are a service business, are realistic about their billable hours. They increase ROTI by selling complimentary products that don’t require selling their time

• have competent experienced advisers and listen to their advice. They know that sometimes they are blind to the obvious and come at everything with an open mind

• are continuously on the lookout for new opportunities

• are not afraid to make changes or quickly let go of things that aren’t working

• know their money is in the effective delivery of their product/service and know when to “stay the courseâ€? until they reach a point of diminishing returns

• love what they do, are competent, knowledgeable and their confidence shows.

• know that running a business involves many roles and are not afraid to seek advice and help.

What are your observations?