Recently, I was asked by an investment banker "are website really relevant anymore, didn't the internet bubble burst?" I gathered he was questioning the wisdom of starting a business that would be driven by the web. I don't know where this guy had been living for the last few years, but he was probably still using dial up. He didn't seem to consider the fact that his employer was spending thousands on online marketing, that he was probably communicating using email, that everyday people bought and sold hundred of thousands of shares in his company using the internet.

As I explained to him, for a long time now, having a corporate website has become as an essential part of a professional corporate identity as having a business card.

That's not to say that the only marketing that matters happens online, not at all. But communicating to your prospects and clients through digital mediums must be a part of your marketing mix.

Now, none of these reasons include, "because x has a website", or to "look cool". So, here's the 10 reasons why your business cannot afford to be without a website in today's global market:

1. Customers do their research online before they come to your store, business, club, whatever. They want to know if you can meet their needs before picking up the phone.

2. Customers want to get to know about you from the safety of their home or office, without having to come into your store or office and face pushy sales people.

3. Customers expect to be able to find useful information about when they search for your product or service online, when you have a website, you can provide this 24/7.

4. People talk online, to companies, to other consumers, to other prospective customers - you need to join the conversation and have an influence over what is being said.

5. You wouldn't be without a business card would you? Having a website is a form on online credibility.

6. Customers are out there looking for information, if they don't find yours, they will find someone else's who is better prepared to take advantage of global market opportunities.

7. Having a website and publishing useful and interesting information increases your credibility as an expert in your industry. Becoming a source of reliable information can keep you at the top of your prospect's mind.

8. If your business sells products, your website can operate as an online store, making sales and taking orders while you sleep. No sales staff required.

9. If you don't sell products, but services, you can provide multiple ways for people to request information from you, by utilizing enquiry or quote forms. In this way, you will also get access to prospect's contact details, enabling you to open communication with them.

10. Finally, it provides another means of communication between the market and your company. This can be achieved by creating forums, blogs, polls and many other ways for customers and prospects to have a voice. Opening communication will place you one step further in moving people beyond knowing about you, to trusting and being convinced you're the best option to meet their needs.

For more information about improving your online communications, contact us
info@thompsonmarketing.com.au

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