This may not look and sound like a post discussing the importance of your website, especially for a new business. But it is…although we are discussing so many other things you need in a new business too.
When starting a new business, there are so many things that you need – Why is creating your website and getting it up and running quickly so important?
Before we discuss the importance of your website, here is merely a small taste of some of the very important marketing initiatives you should be working on when you start a business.
- Brand Development and Brand ID – Developing a distinctive brand message beyond the typical “we want to be a leader in our industry” or “we want to be exceptional in customer service”
- Logo – Creating a memorable visual representation of your company
- Website – Developing the single most important information “portal” about your company and your 24/7/365 salesperson
- Collateral (brochures, flyers, spec sheets, sales kit) – Developing professional and informational materials to support sales in their efforts with potential customers
- Stationery suite (letterhead, envelopes, invoices) – Presenting your company in the best light with a professionally designed look with every communication you have with customers
- Email signature – Creating a professional look while conveying all your contact information to make it easy for customers to reach you
- Press release – Getting the word out about your company, locally and nationally, while helping with SEO
- Online Presence – Developing the digital footprint for your company with multiple marketing efforts
- Marketing Plan – Setting the roadmap of all the activities you will do for the month, quarter and year
- Database – Gathering all the information for a customer database
- Networking – Immersing yourself into the community and your industry for the good of your business
Now, let’s talk about the topic at hand – your website and why it is super, ultra important to your business…especially a new business.
We can talk about each item above, individually at another time; otherwise this post will be about 20 pages long. Specifically today, because I have faced this question by a client recently, I want to talk about your website and how important it is for a new business.
In today’s world, potential customers do one thing when they are considering doing business with you. They look at your website – before they meet with you for the first time, after they meet with you for the first time and many times after that. But your website has different meanings for each of these stages.
Before they meet you – credibility and legitimacy
After they meet you – confirmation of your credibility and learn more about your company
Many times after that – continued affirmation of your credibility and affirmation that their decision to engage with you is a correct one
You need a website, realistically, before anything else you do or say. It is also reasonable to say it should exist, in many cases, before you even have a product or service to sell. And more importantly, this one marketing initiative also serves as your most active salesperson. It is available to your potential customers and current customers anytime they want and need it to be. There is no other marketing initiative that is available 24/7/365 and can be accesses from anywhere in the world at any time, as long as there is an internet connection. You can be in a car, train, plane –anywhere…and people can access your site. This is a pure case of customers receiving information the way that they want to receive it. They don’t need you or anyone else to get the information they want, when they want it.
And don’t forget – you are building your company’s digital footprint. This is the first digital footstep to take! Your website will be the center of all your online efforts. And all your online efforts will point back to your website.
The key to marketing in today’s world is to provide information to customers and potential customers that answer all of their questions…before their first conversation or meeting with you. The information you provide must answer to ZMOT – zero moment of truth. There is no longer a first moment of truth, where you have a part in helping their decision direction. It now happens, at least a very large percentage of it, before you even know this customer exists and is your potential customer. If you do not answer all their questions in that zero moment of truth, there is no doubt someone else will and it is probably your competitor.
Your website will also contain many of your other marketing initiatives. You should include all of your brochures, white papers, spec sheets, press releases, links to social media accounts, your blog, employees and leadership, videos, events and anything else you want people to see. This makes every marketing activity even that much more, worth the effort.
And while I am saying that your website is a vitally important piece for your business, please make it a good one – very professional and with a professional design. You want your brand to be represented brilliantly. The need for a website is so important but it is equally important that it doesn’t look like your friend’s uncle’s girlfriend’s brother created it. Hire a professional!
And keep in mind – if you are a new business, chance are you have no customers yet. You need a website! This is so important. People need to learn about you. It’s as simple as that.
In a nutshell, here are the key takeaways:
- Your website gives you credibility.
- It is available 24/7/365, accommodating your customers/potential customers and their need for information when they want it.
- You should have a website first, sometimes even before you have a product or service to offer.
- You are creating the digital footprint for your company.
- Your website helps answer all the questions your potential customers may have.
- Your website will serve as the main “house” for many of your marketing initiatives.
- Make your website a good one…one that reflects your brand.
- If you are a new business, people need to learn about you so you can acquire your first customers.
Please contact Anna Brice at Pinnacle Peak Marketing, Scottsdale AZ about Marketing for Small/Medium Business.