Threefold Design

Written by: Mason Hipp, smallfuel.com

Do you think your business doesn’t need a website? Do you believe that people in your town don’t care about the Internet? Do you feel that selling locally absolves you of web presence?

You might want to think again.

According to eMarketer.com and Techweb.com, nearly 400 million North American residents had Internet connection in 2007. By 2008, over 67% of Canadians and 70% of Americans were plugged into the Internet. In early 2008, 7.8 million Canadians were online every day, and 172 million Americans were online as well.

Not too shabby.

What are these people doing online? They’re surfing the web, culling information on what they want and need, from music to online education to telephone numbers to store hours. They’re being entertained, they’re getting informed, they’re making decisions…

…and they’re shopping.

No matter what type of business you have, from local to international, from small to mega-corporation, from car mechanic to sports equipment store to handcrafting artisan, you need to be online. Ignoring the Internet’s existence translates to neglecting your business.

Not An Online Business? Not A Problem.

A website doesn’t mean you need to sell over the Internet or get into ecommerce. Web presence can be as simple as a single profile page and some contact information. Consider a website as an introduction to your business that gives consumers the information they need to know.

Web presence is a virtual 24/7 sales representative working hard for you all the time, every minute of every day. Having a website conveys credibility, helps reduce your workload by answering questions and encourages consumers to become customers.

Information, Please

A website is a great place to pitch your products or services, and it helps cut down your workload by giving people answers to their potential questions.

Include information most frequently requested by customers. List your products or services, indicate your location, post your store hours, add an FAQ page and have past client references. Make it easy for consumers to access your business and learn more about what you offer.

Contact information is crucial. If people can’t contact you, how can you sell to them? Clearly post your email address and/or a telephone number where people can reach you.

Low Cost, High Returns

The cost of having web presence is very low, but there are some expenses involved. They’re tax deductible as a business expense, though, and the potential for high return makes the cost worth it.

You’ll need web hosting (or a place to put your site in the virtual world), and that averages about $250 a year – or even lower. Choose a hosting service that offers good support and one that you can reach easily for help.

You may need to hire a designer to help build your site properly. Shop carefully and compare the quality of services, not the prices. Ask for samples and client references, and make sure you know what you’ll receive for your money.

There are also many do-it-yourself web presence options, too, if bootstrapping is a consideration. Do make sure that the DIY option you select offers quality design templates and options. Keep in mind that most free options are noticeable as such, and that clients may think you cheap for choosing free.

Before making a move to build a site or to have one built for you, consider branding and design carefully. Have a nice design that reflects your business brand and one that shows you’re serious, not skimping. Be consistent with your business colors and logo, too.

You’ll need content as well, and you can write your own or hire a skilled copywriter for your needs. Your content should clearly indicate who you are, why people should choose you and the benefits they’ll achieve from your products or services.

Little Details that Matter

Select a domain name that is the same name as your business (or a shorter version of it if your business name is long) or a name that is extremely representative of your business. Think carefully and choose a domain that is easy to say, type, and remember – being memorable gains you customers.

Choose a design that reflects your brand, your image and your business. Be consistent with your brand throughout all your marketing. Convey a good emotional impact, a clear message and the same image. Help people associate feelings with your business to reach them easily.

A website is built like a physical store. There is a door to enter (your landing page) and pages people can visit (your departments), as well as a general flow of traffic around displays (your navigation). Plan how you want people to arrive, what you want them to see first and where you want them to go after they arrive.

Using your Website as a Marketing Tool

Some people erroneously believe that slapping up a website instantly brings in customers and fortunes. That’s a myth. Today’s Internet is very crowded and competitive, and people won’t find your site unless you tell them about it..

Exposure doesn’t mean extra work for you. Add your website address to your business card. Put up a sign at your store. Tell friends and family; spread the word. Integrate your website address on your answering machine message and include it in your email signature.

Ask customers if they’ve seen your new site, too. Promote your website all the time. Give people a business card and point out your site address. Tell them to visit and give you feedback or indicate there’s more information about your business easily available.

You can also use email marketing to promote your new site launch. Email marketing lets you send out a message to people that tells them the big announcement.

The more that people see your business name – no matter where or how – the more exposure that brings you. Presence keeps you in the mind of the consumer, and the more they think of you, the more likely they are to buy.

One surefire way to maintain that presence is through the use of business cards – no, they haven’t gone out of style and yes, your business needs them, even if all your business is carried out online. In the next article of this series we’ll teach you about the types of cards that gets pocketed, when to give them out and where, and fast tips to get the most from a true marketing essential.

Written by: Mason Hipp, smallfuel.com

Reaching consumers with your message is one of the top Marketing Essentials. If people don’t hear what you’re saying and see what you’re showing them, why would they do business with you?

But what is your marketing message? What are you trying to get across to people? It’s simple: You know their problem, you have the solution, and you are the best business to buy it from.

That’s easier said than done, of course. It’s difficult for many small business owners to figure out exactly how to market that they can solve problems. One of the most common mistakes is touting features or going on about being the best.

Everyone is the best these days. No one wants to hear it again. And yet, you need people to hear you, feel your message and believe it. How?

Creating a solid marketing message makes a difference in whether consumers pay attention to you, whether they trust you and whether they decide to buy. It combines specific elements to:

• Grab people’s attention and interest
• Tell consumers how you solve their problem
• Convey why people should trust you
• Indicate why you’re different or special
• Show why people should choose you

By following just a few easy steps, you can compel interest and evoke the power of a message that people not only hear but feel as well.

Identify your target market

Every business has a target market, and no, it isn’t everyone. Before anything else, you must know the consumer who will buy from you intimately.

What is this ideal customer like? What is his or her personality? What demographic does the individual belong to and do you know his or her realistic income? What kind of shopping preferences does the customer have?

Find your market’s needs

Now that you know your ideal customer, identify this person’s problems. Everyone suffers, whether it is mental, physical or emotional – and people want to ease suffering quickly. If they know you care, you have a better chance of making them a customer.

Know your customer’s problem. Make sure that your message tells consumers that you understand their pain and that you empathize with their suffering. How do they hurt? What are they feeling?

Offering a solution

You’ve identified your target consumer. You know the person’s pain and problem. Now give them the solution and present the cure to their suffering. Address the situation in a way that makes the consumer relive his or her pain so that it is clearly felt – and so that the person sees you can ease the hurting.

Benefits tie in closely at this point. The ways you change a person’s life convince consumers that you offer what they need. Your benefits establish that you can remove the suffering and help consumers achieve their goals.

Minimize the risk

Remove as much risk as you can when presenting your solution. Consumers need to feel that the end of their anguish will happen quickly and easily. Banish the uncertainties and make your solution one they can implement right away, if possible.

Also, remove any barriers to taking action. People are increasingly busy and tired of jumping through hoops to get what they want. Make it easy for people to choose you. Keep in mind, too, that the more you do for them, the happier they’ll be – because it’s easier to pay someone to help us than to help ourselves.

Show them proof

People are funny creatures sometimes. No one likes to be the first to try something new or the only one standing in line. Consumers are more likely to buy if someone has already bought and had good results and a great experience. If it works for others, it’ll work for them.

Show your target market that people in the very same situation with identical pain have had positive results. Present proof that what you sell works, that it eases suffering and offers the cure. Word of mouth referral is the best marketing.

This is where testimonials, before-and-after stories, case studies and statistics come into play — the more measurable and credible the proof, the better. It makes your message more believable and backs up your promises.

Be different

You have competition out there, offering the same solutions that you do. What makes you different? Why is your solution better? Why should people choose you over someone else?

This doesn’t mean bad-mouthing the competition or putting them down. It’s often a better idea to avoid comparing your solutions to everyone else’s to boost your reputation. All you need to do is know why you’re different – and communicate those differences clearly.

A solid marketing message captures the elements of knowing your audience, their problems, and your solution. Communicate these elements to consumers in a credible, believable manner.

Use your message everywhere — on fliers, in your website copy, on your business card — and you’ll quickly be on your way to small business success.