Clicks 'n Conversions Blog

This article was first published September 28, 2007 on the Tatum Marketing blog

I was reminded again this week as I looked at yet another new client’s poorly executed website that even some technology companies are failing to take internet marketing seriously. And these are people who really should know better.

Paul Christ has a very good post called “10 Reasons Marketing Strategy Should Include the Internet”. Here’s Paul’s list with my comments on the applicability to technology marketing.

1. The Go-To-Place for Information. No kidding. We’ve seen the research. 65% of business buyers begin the buying process with an internet search. Actually, that number is a year or so old. I’m willing to bet it’s substantially higher now.This internet search is going to take them to your website – isn’t it? They’re going to be looking for information on how you can help them solve their problem.
2. What Customers Expect. The internet has allowed even the smallest of companies to compete side by side with the big fish. A certain bar has been established and potential customers expect you to have a well-designed, easy-to-navigate, highly informative website. To give them anything less is suicide.
3. Captures a Wide Range of Customer Information. No other marketing medium allows you to track your prospects’ movements the way your website does. But before you start to worry about where they went and how long they stayed, be sure they leave a footprint in the first place. An astonishing number of technology websites still make little or no effort to capture visitor contact information. The reasons why this is a mistake would fill a separate post.
4. Extreme Target Marketing. In technology marketing, at any given time you’re going to have prospects in varying stages of the buying process. And each stage has its own questions and information requirements. Not to mention the fact that a technology purchase such as enterprise software almost always involves multiple people with multiple agendas. Your website offers you a great opportunity to provide the right message to the right person at the right time.
5. Stimulate Impulse Purchases. OK. This is not likely to happen with enterprise software or services selling. However, it could certainly be the case with some less expensive, less risky technology-related purchases.
6. Customized Product and Service Offerings. Everyone loves something that’s created just for them. The internet is a wonderful place to allow customers to “build their own” products and services.
7. Takes Prospects Right to the Sale. See number 5.
8. Conveys Perception of Being a Full-Service Provider. This is probably more important to distributors and retailers, but your website certainly does give you a great opportunity to showcase all you can do for a customer.
9. Lower Overhead, Lower Costs, Better Service. This one is huge. Those of you with a direct sales force know that in order to control selling costs, you have to drive as much of the selling process as possible into self service mode. Your website easily allows customers and prospects to answer a lot of the front end questions before they need to talk with a sales person.
10. Create Worldwide Presence. On your website, time zones and holidays become non-existent. You can be available to answer your prospects questions’, demo your product or even take an order anytime – day or night. No overtime required.

If you ask me, those are some pretty darn good reasons to take your website strategy seriously.

Thank you, Paul.