Integration

PCsPantry.com

Alright, the Web is new, it is complex, it is changing quickly and these make it hard to understand. Difficulty of understanding should not be an excuse to just buy a tool because someone says you need it and then not use it. If you put some effort into it, you (or your staff) will be able to understand what the Web can do for your business. WME will help with explanations and advise.

The purpose of understanding the Web is to leverage its strengths toward your business success. You must think of the Web as a communication tool to talk to your clients and customers. Of course, it can also be used to talk to your vendors and your own staff. It is a productivity tool. If you use it well, it will save you money and make you more powerfull.

Employees extend the reach of the business owners by allowing more to be done in the same amount of time. A website does the same.

Therefore, you must integrate its capabilities, once you begin to understand them, into your business strategy. An example is to find one area of pain within your business. Suppose there is one season of the year when the cash registers do not ring. Structure your website to play to either your existing customers or entirely new customers, to bring them in the door during this season.

Obviously the website can not do this by itself; you must get people to it so it can send them to you. Use highly targeted advertising that teases and compells the market to visit the website. Then on the website, lead the visitor on a journey through the important points you want to make. At the end is either how to get to your place of business or an actual online purchase.

The important message is to take this new long and flexable arm and use it. Do not just plop a website on the Web and let it sit there.