Well, you have spent thousands of rupees
or tens of hours of your precious time in developing
that killer web-site. You are reasonably sure that
your company's web-site is capable of impressing customers
and bring business and prestige to your company.
But, is it really accessible to people
who count most - Your Buyers ?? Your buyers are looking
for companies like yours and are very likely to reach
your site if it is visible to him/her. However, in
the absence of an effective web-promotion campaign,
your site has as much visibility as a sand particle
in sea beach. More quality people visits your web-site,
better is the chance for striking business deal. Your
web-site is like a shop in a bazaar or pavilion in
trade show where more visitors generally translates
to more business.
The million dollar question - how do
you make your wonderful site visible to your target
audience ?
Some of the popular web-promotion techniques
are:
For an effective direct mail campaign,
you need to collect information on interest areas
and contact details of potential buyers from various
sources, send individual mails to them focusing on
their respective interest areas and how you can help
them - gradually leading them to your web-site for
'better understanding of your products'.
The ideas is to develop relationship,
not sale at first go. Remember, trust flows from relationship
and trust is the basic building block in any business.
It makes little sense to send thousands
of e-mails containing same message to e-mail addresses
which are either 'harvested' (stolen is the better
word) at random from web-sites or purchased from doubtful
sources. Business development requires patience and
hard work - there is no short cut.
Ensure that your communication is able
to inspire confidence in buyer about your ability.
Make it short, concise and to the point. Provide sufficient
information/answer to buyers' inquiry, not just a
'we can do' statement. If you ask for more information,
make sure you are also sharing necessary information
about yourself.
If you have already exported to clients
in buyer's country or has a 'Reference' list, do not
hesitate to talk about it. If you are new to export,
try to develop your References. It is very useful,
specially for buyers in USA and Europe.
In short, develop an interest in the
buyer to know more about your product and visit your
web-site. Please do use a signature file with your
contact details and web-site address (please see last
week's FAIDA - 'Is your e-mail professional looking
?'
We shall discuss other web-promotion
techniques with lots of tips, tricks and traps in
forthcoming issues of FAIDA.
