Читать книгу 99 Marketing Mistakes - Kenyon Blunt - Страница 17

Mistake #11

No Website

This mistake defies logic. How could any small business exist today without a website? Apparently, pretty easily. According to the non-profit organization SCORE, “Just 51 percent of small businesses have websites.” That’s correct. Nearly half of all the small businesses in the United States don’t have a website. And, 28 percent of the ones who don’t have one say they’re not likely to get one in the future.

When you see statistics that don’t make sense, it warrants additional investigation. The companies without websites say they don’t see a need. They generally have excuses like “I am not a web-based business” or “I don’t have time to maintain it.” These excuses might have been valid twenty years ago, but not today. Customers are using the internet to search for your business.

There are other reasons cited by these business owners:

 Cost. 26 percent of the businesses without a site mentioned price being a significant factor. Note: I built my website for $350 using Upwork and a developer in Sri Lanka.

 Local business. Some business owners think because they are local, or have one location, they don’t need a website. Keep this in mind: 90 percent of consumers search online before they go to your business (even if it’s a local business).

 Social media. Some CEOs think social media has them covered. Facebook might be an excellent tool to connect to your audience, but do you want to give them control over your customer base? I don’t think so.

Why You Need a Website

I understand these arguments, but I still contend you need a website. Think of your website as the hub of all your marketing efforts. I have a feeling that business owners without a website won’t be reading a book on marketing. If you are, here are some more reasons to start building your site right now:

 Your brand. A website gives your business an image of authenticity. You want your brand to convey a positive, innovative, inclusive, and forward-thinking company.

 Control. There are three types of traffic: 1) traffic you control, 2) traffic you don’t control, and 3) traffic you own. Your goal is to own all the traffic you can. How can you do this without a website?

 Your customers. Yes, your customers are online. 97 percent of consumers search online for products and services, and more than half of these searches are local. Customers generally find you online before they go to your location. They want a central place where they can proactively learn about your business.

 It’s not hard nor expensive. As I mentioned above, you can have a decent website for less than $400. You can also learn how to edit your website yourself. There are companies like Wix, GoDaddy, Weebly, Squarespace, and many more that can help.

 Insights. One of the fundamental principles of Lean Marketing is measuring results. A website provides valuable insights that help you measure and track the success of your various marketing efforts.

 Time. A website saves you time. Just think about all the questions you’re asked by your customers and prospects. By addressing these questions on your website, you help potential customers make a purchase decision and save time that you’d spend answering the same questions over and over again.