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Key
Messages
Make
the web work for you
Those
who simply build a website and expect extra sales to
automatically materialise are often disappointed. They
fail to realise two key points: for many companies the
real potential of the website lies in areas such as
improving service, cutting costs etc. rather than in
increased sales. Also, if you want to use a website
to increase sales, it is almost always necessary to
take proactive measures to drive traffic to the site.
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Drive traffic to your Website!
Include the site address on all your literature;
letterhead, business cards, exhibition posters,
brochures, directories etc. Promote it through affiliate
sites wherever possible; swap a link for a link
- it's free. Come up with ideas on sticky content
(i.e. content that will keep people coming back
to the site) Gather opt-in email addresses; this
will add value to your marketing efforts.
- Improve
Customer Service
Your web site can also be used to cut costs and
improve customer service. Simple ideas, such as
documenting the most Frequently Asked Questions
and putting these online for customers can reduce
Customer Service costs while giving clients access
to 24 hour advice. Staff members could access a
secure area on the site, which could hold documentation,
stock levels, policies etc. Remote access is easily
achievable- if a sales rep. is out with a client,
for example, he/she could access the system remotely
(now called an extranet) and inform the client on
the spot of available supplies etc.
Customers
could also have access to a specific area on the
site with account details, delivery schedules, latest
product news, etc.
- Improve
the Management of Suppliers
Required standards and procedures could be held
online for reference, preferred suppliers could
tender for business through your website, accounts
information, artwork and other resources could be
made available. Performance metrics can be published
so that suppliers can monitor their performance
versus that of other suppliers. And now that electronic
signatures are recognised in Irish law, contracts
can be signed online.
- Use
the Internet as a research tool
You can gather a huge amount of information online;
about competitors, customers, suppliers, market
trends and much more. You can also access personal
information on many sites such as bank statements,
credit card balances etc.
- Email
is a Powerful Business Tool
Opt-in email addresses allow you to keep prospects
informed on company developments, special offers,
events etc. all at minimal cost. Email can also
be a highly effective business processing tool;
handling invoice queries, debt collection, expense
submission etc. Automated emails can help to speed-up
your business processing - acknowledging orders,
notifying staff of action required and even letting
people know when you are on holiday. Email is fast
and cheap. However speed can be a dangerous thing;
a lot of damage can be caused in a short time; treat
email with respect!
Check
out the following detailed How To Guides for more information
Promoting
your Online Presence
The
Internet as a Business Intelligence Tool
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