For many organizations attracting new
prospects, qualifying leads, and converting them to
customers is the most important daily task. For many
smaller organizations with out million dollar, multi-year
contracts with a few large customers, success can be
measured on how well they discover new prospects, and move
them along to become customers.
With the cost of advertising becoming
higher and higher every year, the smaller organization is
increasingly challenged to compete effectively with the
larger players. Not everyone can afford to advertise
weekly on local or regional TV and Cable stations, nor can
they budget for multiple radio spots, or having several
For most small businesses their main
advertising is word of mouth, or a simple listing in the
long stand-by the "Yellow Pages".
- But just what do you
really get with a "Yellow Pages" add?
- And how does it help you
convert the inquisitive browser, into a qualified
prospect, or customer?
- What does it do to
differentiate you from the multitude of other
organization competing with you for their business?
Typically nothing more than the
listing, your phone # and Address, and if you've spent the
extra money... a simple graphic logo. Telling the
prospect more important information about your organization
is left up to you IF the inquisitive browser happens
When you really look at your advertising
choices, its actually about the 4
- Finding the largest Audience
of "Prospects" looking for your goods or
- Holding their Attention
long enough to give them valuable information.
- Changing their Attitude
from an inquisitive browser to a prospect ready to buy.
- Encouraging them to take Action
to become a Customer.
A simple listing in the Yellow Pages
accomplishes #1 finding an "Audience", but
it does not help with much more than that. Advertising
in Newspapers, Magazines & Radio can provide #1, #2, #3,
and #4 but the cost to give the Audience "enough"
information to change their "Attitude" and
take "Action" is very expensive. Similarly
TV and Cable advertising provide for all four but the cost
is prohibitive for most small organizations.
Fortunately another media exists that
can not only work with all the above advertising methods,
but also stand on its own to provide prospects with timely,
(24 hrs a day, 365 days a year), effective, in depth
information, sufficient to hold the "Audience's"
"Attention" long enough to change their "Attitude"
and take "Action" to become new
customers. That media is the Internet.
The Internet provides you with
all the benefits of the "Traditional" advertising
media, with the ability for greater depth of information, in
an easily updated format. Typically, organizations
look to one of three Internet "Resources" to help
with securing new customers.
Is an online version of simple
advertising, it lets you put basic information about
your organization in places where prospects know to
look. Additionally it provides a location where
inquisitive browsers can "Search" for products
and services that are relevant, local, and
affordable. Typical information includes, business
name, address, hours of operations, phone numbers, a
short description of your services, a link to an online
map to your location, as well as a possible link to your
email and Organization's Web site.
Today, more shoppers are looking to
the Internet to find the businesses providing the goods
and services they need.
Recent research shows that after
finding a business using popular e-Marketing services,
over 75% of shoppers contacted the advertiser, almost 50%
made a purchase and about 45% of purchases were for more
than $100 each.
Pickup where simple e-Marketing
leaves off, a Corporate Web site provide rich,
visually stimulating, easy to navigate timely
information. It provides information in varying
levels of depth, allowing the user's to choose how much
information they need.
Unlike traditional advertising
user's have the flexibility to select the messages they
hear, and how they navigate through the
information, not wasting time searching through
irrelevant facts, topics, or to find out if you offer
what they need, and why they should consider working
with you. Finally it can be easily updated to
refresh the information, revise your messages, and
reflect additional products, services and the
competitive information you need "Audiences"
to hear to take "Action".
Corporate Web sites can free
up your employees from answering simple questions about
your products and services, deliver the same consistent
message to ALL prospects in a timely fashion, for a lot
less than you can with any other media. No matter
how large an organization, Corporate Web sites allow you
to be competitive with larger organizations in
attracting new prospects and gaining new customers.
Takes Web sites to a higher level,
working with your sales organization to provide another
avenue to conduct business. Organizations with
products to sell can initiate sales and take orders,
track delivery, and manage inventories, all online with
little or no direct human intervention, again 24 by 7 by
While not every organization needs
an e-Commerce site, many organizations are finding
additional value in Corporate web sites by adding an
e-Commerce element to them.
IT Solutions (e-ITS)
today, and discover how using the power of the Internet
can increase the number of prospective customers you reach
with your advertising dollars. Find out how to
decrease the amount of time your workers spend on the phone
repeating the same basic information to prospects.
Gain the competitive advantage you need from your
advertising dollars, market to the correct "Audience",
keep their "Attention", change their "Attitude",
encourage them to take "Action", and become
a Customer of your organization.