Web sites seem the way of the world these days, but many small-business owners still don’t have an Internet presence.
Of the nearly 25 million U.S. small businesses, 46 percent do not have a Web site, according to the Kelsey Group, a research firm.
But Web sites are not only powerful tools for e-commerce, they also can boost almost any business, as consumers look into products they might buy.
“When customers are doing research for purchases, they are going to the Web,” said Jed Alpert, vice president of marketing for WebCollage, a provider of online media technology. “Sales that happen in the store are influenced by online research.”
Web sites can level the playing field, too, allowing even the smallest business to compete more effectively with larger companies.
To that end, here’s 10 tips for small-business owners:
1. Stand out from the competition.
2. Establish credibility.
3. Provide in-depth information.
4. Make shopping easy.
5. Enhance customer relations.
6. Increase customer spending.
7. Expand nationally or worldwide.
8. Gather customer data.
9. Brand extension.
10. Drive traffic either to an online or offline location.
Photo by MSDesign.
Andrew on February 6th, 2007 at 11:10 am
While I’m not too surprised that 46% of small businesses still don’t have an online presence the stat is nontheless a tad bit amazing. My guess would be that most small business owners don’t think a website would help them, is too expensive or too much of a hassle. As you have illustrated they are quite wrong in their assumptions.
Talk about a business opportunity for web designers. Around 12 million small businesses with no web presence.
Vicki Zerbee on February 6th, 2007 at 11:27 am
When I came online to market my small business, I do admit it was overwhelming. With the vast amount of information available online that targets not only what to do but how to do it, it is mostly a time factor. And while computers can be intimidating to those unfamiliar, if one doesn’t let that stop them, web presence is definitely a do-able endeavor.
Jeffrey DeArmond on February 6th, 2007 at 5:41 pm
Hi Jed,
After meeting you and getting to know you, I consider you to be one of the keenest Internet marketing pioneers in our landscape, small and big business should take note of your Internet marketing advice. It still amazes me or should I say disgusts me when I hear a stat like 46%! It might be fair to mention that many of these 46% are support businesses or exclusive vendors for government or major companies that don’t need or want exposure. But for any for retailer or consumer type business, Internet usage is driving major changes in consumer media consumption behavior. Please take note to those of you in that 46% who are in consumer related businesses! Shopping and Product Research is the fastest growing Internet activity. Research online & make the purchase in store spending dwarfs’ direct online e-commerce purchases. The browse online prior to the store visit behavior change is an important factor driving integrated, multi-channel communication programs. Marketers are responding to these major consumer behavior shifts with media dollar shifts into online and multi-channel strategies. Online advertising is expected to double by 2008 and will surpass the spend on cable TV and magazines by 2010. I suggest to the consumer related business owners to reach the consumer before they come into the store.
Communicate and show sample new products before they hit the shelf.
Promote retail-tainment events and demos before the shopping trip.
Integrate Brands into “Cohort Solution� promotional content: Life Style / Seasonal on your site.
Link & integrate activity in the store to activity online.
Bottom line; Create an integrated approach to reaching, communicating, rewarding and retaining your most valuable multi-channel consumers.
Enhance your user experience and sales by creating innovative, interactive branded content solutions.
Make your site the premier destination for shoppers to engage with products and make subsequent purchases.
And at least, create a small site where you show your existence. This will at least give you a form of traction, reliability and credibility amongst the shrinking 46%.
Jeffrey DeArmond
President, Retail Interactive Media Sales Solutions
http://www.Revedia.com
Cell: 727-278-6295
Mike on February 7th, 2007 at 7:01 am
It certainly amazes me how many small businesses do not have websites this day and age. But to echo what Andrew and Vicki commented on, I’ve seen a lot of hesitation from owners of small businesses because they are either overwhelmed with keeping their business going or because they don’t really understand the importance of having a site or even what to do to get a site.
On this last point, having business cards, brochures, stationery, etc. are the safe choices. You pay X dollars for Y amount of printed material and you know what you’re getting. But websites are more abstract and perhaps more complex than that. “How much of a website do I need?” and “How much will it cost?” are common questions that small business owners have trouble answering.
While freelancers are prevalent, a small business owner (”SBO”) may be weary that a freelancer won’t be there to maintain or fix the site a year or even a month from now, and generally marketing/web design agencies don’t reach out to SBOs to sell their web design services. So these SBOs are left out in the cold.
That said, your tips, Dane, are dead on, but it’s just a matter of SBOs taking that big step on their own to get on board with website design and implement yoru tips. Until then, the SBOs with websites will certainly outperform the SBOs without websites for some time to come…