5 Things... Ways to make your Web site pay off
By Claudette Covey

1. Clearly define your online business objectives. "You must have a Web site that is user-friendly, and that means specific to your user," said Michael Stalbaum, CEO of Narbeth, Pa.-based Unreal Marketing, a firm specializing in Search Engine Marketing. "Why are people coming to your site? If they are looking for information, they should be able to find that information immediately," he said. "If you want prospects, make sure your 'Contact Us' button is prominently displayed. If the site enables clients to book, check out how long it takes to access the shopping cart", said Stalbaum. "These ideas may seem like common sense," he said, "but you would be surprised how many people forget basic marketing concepts when building their online presence."

2. Budget your online business for long-term success. "Many people spend all their money on a fancy Web site and then hope people are just going to find their online business without any marketing," said Stalbaum. An agent's online marketing plan should allocate appropriate advertising dollars to attract prospects to the site.

3. Focus on overall marketing cost, not just revenues. "Many businesses don't properly analyze the cost of marketing to increase revenues," said Stalbaum. "The online arena is one of the only marketing mediums that enables you to track your return on investment from every dollar spent."

4. Focus marketing dollars on developing a presence on Search engines. "Think like your prospects," Stalbaum suggested. "Where are the first places people go on the Web? The answer is Search engines."

5. Consider outsourcing. "The online arena is changing every day, and for most businesses, small or large, it would require an entire marketing team to keep up with recent trends," said Stalbaum. "An interactive marketing company can help you implement your Internet strategy".

Posted 12/08/03

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