Where do your customers come from?
Increasingly, the answer is "from the Web."
Most Americans now go directly to the internet, rather than the
phone book. 80% of people in their thirties and forties shop
online, as do more than half of senior citizens. 25% of shoppers in
a recent survey said they always begin their shopping
online, even when they plan to finish the transaction in a brick
and mortar store.
There are some inplications here for your business.
First, you must have a web presence. This is no longer optional
for any business. If you don't have a web site, your business will
be invisible to a large percentage of your prospective
customers.
Second, your web site needs to be good. The days when a simple
page put together by a hobbyist could compete online are past.
Since all your competitors are on the Web with you, you need a
professionally designed, well-optimized web site.
Third -- and this one might be less obvious -- you won't always
be able to recognize the leads from your web site. If you thought
that you could guess who found you online, or that your online
sales or emails were the way you could measure your web results,
you'll need to change your mind.
How do your online leads reach you?
- They call you. Since most of us now use the
internet the way we used to use a phone book, your online visitors
will find your phone number and call you.
- They walk into your business. Using the
internet instead of the phone book brings your Web leads to your
door. Using the internet for comparison shopping also brings
customers into your place of business -- as long as your web site
is designed with that in mind.
- They e-mail you. When customers e-mail you,
you probably recognize them as online visitors. However, if your
customer base includes young shoppers, you should know that they
are less likely to e-mail than people in their thirties or forties.
If you cater to the teen or student crowd, your web site should
offer alternate means of online contact, such as Twitter or instant
messenger, as well as phone numbers.
- They buy online. E-commerce continues to grow,
in spite of economic uncertainty. In fact, since consumers believe
that they can get the best deals online, economic uncertainty
encourages online shopping. If you currently have an information
site without an e-commerce option, it might be time to change that.
Offer free in-store pickup to encourage local sales and benefit
from the e-commerce boom at the same time.
What are your action steps? Make sure your web presence carries
the message that strengthens your business. Make sure you're
providing the range of contact options your current and potential
customers and clients need. And don't discount the power of your
web presence to grow your business.
Contact
Onsharp -- by phone, in person, or by e-mail -- to learn
how our exclusive 3D process can increase your leads and empower
your business.