Published in 2006, the top 10 reasons why a business should have a website were given as:
- Your Business is Open to the World 24/7, 365 Days a Year
- It’s Your Online Brochure / Catalog That Can Be Changed at Anytime
- Reach New Markets with a Global Audience
- Improved Customer Service
- Present a Professional Image
- Sell Your Products
- Promote Your Services
- Gather Information and Generate Valuable Leads
- Provides Instant Gratification
- Great Recruiting Tool
Six years down the road these seem to still be very valid. Of course, depending upon your personal views and business, you may consider the order of importance differently.
A website is a waste of money
According to Netcraft’s March 2012 website survey discovered 644,275,754 active websites, to be precise (although being precise does come with some caveats).
Half a billion web sites is a lot of web sites – and yours is in there somewhere.
So where am I going with all this?
Advertise your website
Why and what should a business advertise?
Before undertaking an advertising campaign, you need to be able to answer two key questions:
- Why are we advertising?
- What are we advertising?
On the face of it these seem like two fairly obvious questions.
But they are significant.
Advertising can be a very expensive promotional tool. It is widely believed that much advertising spend is wasted. So careful consideration about “Why” and “What” are important.
Well the answer to that is in the 10 Top Reasons why a business should have a website (above)
What to advertise?
Factors that help answer the “what are we advertising”? focus on what the advertising message should be. In general, there are really only two kinds of effective advertising message:
Firstly, does the business/product have a Unique Selling Proposition (USP), i.e…
a description of the qualities that are unique to a particular product or service and that differentiate it in a way which will make customers purchase it rather than its rivals.
In reality these are rare, although that does not stop marketers from claiming them for their products.
Secondly, does the thing that is being advertised “add value” and if so, how?
For example, advertising creators for washing powders will focus on the “added value” created by cleaning agents or the fact that a particular formula will make colours brighter than the competition (take a look at the Ariel (Procter & Gamble) web site to see if you can spot the other “added value” features claimed for its products)
Whatever is advertised, it is important that the message is:
- Acted upon by targeted customers
Advertising with Banners Broker
You will know by now that I’m a firmly commited agent for the advertising and publishing company Banners Broker. I have been using their services since 4th July 2012.
I thought you might like to see how well their service performed for me over the first 2 months, as at 7th September 2012.
You will know from earlier correspondence that I’ve been running one banner ad campaign for each of 3 different businesses where I have an interest. My advertisements have been seen by 3,677 people from the appropriate geographic locations.
As a result:
- the UK commercial property interest has 2 new customers – generating £11,500 ($18,388) pa rental income
- the French residential propery also has 2 new customers – generating €640 ($831) rental income for this year
- the international internet business has no new customers (as yet), but the interest generated by the advertising activity has increased the web site visitor rates overall by 13.7%
My initial spend was $1,210 which I later increased to $1,700… so, for me that’s a pretty good result.
What do you think?
(Now I know that you don’t yet get this bit… but that’s OK with me.)
(Which is why I’m confident that you don’t yet get this bit.)
One of my correspondents recently quoted an extract from Rotman University Review 2009 that
“Implementation will be the key to success this decade”
Three years on and nothing’s changed.