We read this article on Inc.com and were stunned. Yes, stunned. With all of the chatter about online marketing tools that’s going on these days, why is it that almost 40% of small businesses don’t have a basic web site? Digging into the meat of the article yields more stunners, like 62% not using basic e-newsletters and e-mail marketing. The numbers for aversion to social media tools top 80% against.
Why are these results so out of sync with what we hear everywhere today regarding the direction marketing and advertising is headed?
If you’re a creative trying to work with businesses to market, there are some lessons here. First, you still have a huge hill to climb to convert people to new media. Leaders are doing it. That’s about it right now. Strategically, think about how to overcome reactive fear of these tools rather than pushing them as “the in thing.”
Second, use return on investment to prove the merit of dubious, new fangled ideas. Your clients will be more open to ROI numbers that are independently generated (that is, that were not made up by you as a sales tool.) Search online for ROI web items that were compiled by independent, proven sources to bolster your reasons for nudging a client toward something new.
Third, don’t assume that everyone knows what you’re talking about. Clearly, many prospects still have no idea what many of the new media tools and options are. Patiently explaining an option or two in clear, concise language and presenting specific, understandable examples of implementation for your client or prospect may break down some barriers.
Lastly, do not overwhelm a client with all of these options at once. Study your client to determine which option may be the “in” to help them make this transition, and then offer an easy roadmap that takes away their misgivings. Pushing hard can mean push back from your client, which could lead to the loss of the client down the road.
On the upside, these numbers mean marketers and advertising agencies have LOTS of money to make. If you need a strategy for smart growth, call POSITUS.
Andra, your observations are right on point. Sometimes I wonder if it is the speed of change and the burden of managing a business that prevents some small business owners from developing a website. Many businesses use the “get a website tonight” tools and they end up with really bad sites because they struggle with both the tools and messages.
One of the best free sites to use to develop a website is Google Sites.(http://sites.google.com) They have many free wonderful templates that are very easy to use. (Now I may be preventing new business, but I’d rather help people than keep someone from prospering.) Then the small business owner can purchase a domain at someplace like Names.com (where domains are very inexpensive) and point their domain at their Google Site.
Failing that, there are lots of ways to make sure one is listed on the web: From Google Local, Bing Local, Merchant Circle to YellowMarketing.com. Local directory listing services allow images, map pointers, coupons, full descriptions and links to your website. All help the small business owner.
These are just a few tips to help the people who may read this article and need a starting point that they can manage.
Cheryl, thank you for these helpful comments. Just having a place to start is often the key to moving forward.