It’s important, then, for business, especially small business, to remain viable by using every marketing device within their means; this includes a presence on the Internet.

The web has become more important because it’s one of the primary ways certain generations of people look to find out information. Today’s tech-savvy public expects business, big and small, to have an online presence. For small business owners, that means, for the most part, a simple website that provides the basics.

“I think there’s a fair bit of pressure on local companies to set up some sort of website.”

It’s just something the increasingly tech-savvy public expects in an era where “shopping around” involves more than a trip to the shops or flick through the Yellow Pages.

People use the web to search out products and services, and at the very least, they want to know what the business sells, hours of operation, location and if there are any sales going on.

No matter what level of web presence a business has, it’s important to avoid the common mistake of neglecting that presence and not updating the site.

Ideally you should be updating your site every 3 – 6 months, this would ensure that all the information is up to date, and that returning clients would spend more time researching your web page.

Don’t Buy E-mail Lists

If they didn’t sign up for your e-mail list, then they aren’t a qualified customer. Buying their e-mail won’t make them buy your product. Don’t take shortcuts, collect your e-mail list the honest way.

Collect and Segment Your List by Customer Location

Are your customers walk-ins or Web shoppers? Locals and Web shoppers can be given different deals and coupons.

Invitations to local events shouldn’t go to Web shoppers who don’t live near your store. It frustrates them when you offer deals they can’t use. If I signed up for your e-mail list online, send me online offers only. Don’t frustrate your shoppers. The easiest way to sort by location: ask them to enter their Post code when they sign up.

Customers are Just as Important as Buyers

Ask every customer if they’d like updates on sales and specials. This is a great way to get them to come back and buy. Ask what motivated them to come to your business. Offer 10 percent off the next service/ item they were looking at and they’re much more likely to come back.

Design Pages for Specific E-mail Campaigns

Bring the e-mail marketing campaign you’ve spent time carefully crafting onto your Web site. If your e-mail marketing ad says “40 percent off today only,” then make sure that message is reinforced when they land on your site, add the message to every page.

Design a landing page specifically for those e-mail marketing shoppers.

Don’t Push

If they bounce, that’s fine. Not everyone is in a shopping mood every time they receive an e-mail from you. Try not to push with follow-ups on the same promotion.

Also, make it easy to unsubscribe, and take it one step further. Occasionally go through your list and look for users who bounce every time you e-mail them. Send them an e-mail stating you’ve seen they’ve bounced a lot, and you don’t want to bother them if they aren’t interested. You’ll lose some, but your concern may be the tactic that gets them on board with you.

Use Your List

Don’t collect them and forget them. It takes a lot of work to get a great e-mail marketing list together, so use it when you get it dialed in. Don’t overuse it, once a month or so is great. Too much more is bothersome, unless you have the business that supports sending out new offers frequently.

Your visitors, shoppers, and buyers are a great resource. They can be your brand evangelists, your community bullhorn, and a great way to ensure continued ROI for your online and brick and mortar business. Take care of them by keeping them up to date on what’s happening with your business, and they’ll take care of you by becoming good friends, great customers, and excellent marketers.

As the public tighten their belts, surfing online when considering a purchase will become more popular, so companies should ensure they have an attractive website.

Hard times are upon us, according to the experts. Even if they aren’t, the perception is such that they may as well be. This means that customers are going to start looking to reduce costs. And many of them will start to spend more time online, given its association with cut-price products and services.

So the smart company preparing for an extended downturn should think of investing in a proper website now. When people are looking for cheaper products or services, whether it is airline flights or lawnmowers, they are going to go online.

“When things are tighter and they have less money in their pockets, they are going to start looking more and more online to get the best deal.” Nowadays most customers look to the internet first when considering any kind of purchase, therefore companies should ensure they present the best possible online image.

The internet has become the de facto reference point for people to find services. Everyone is going to Google or Yahoo. The website is your virtual front door, it gives the customer an insight into who you are, what you do, and how you treat people. It is vital in times like these that your internet is very much at the front of what you are trying to achieve with your business. Developing a website as an alternative sales channel should be a key objective for many businesses faced with challenging markets.

A website is not more important than having more sales people, because the internet site is a channel for introducing customers to your team.

Most companies now recognise that a good website is not a luxury, it’s an absolute necessity.

These days, we rarely get something for nothing. However with the Internet full of information (most of it free) these days, I have managed to educate myself in the art of web design and marketing virtually for free. That is why I have decided to start this blog. I hope that I can share some of my knowledge with my friends, clients and designers alike.