| The Internet is becoming an integral part of doing | | | | unique look and feel. Offer product reviews, a blog, |
| business across all market segments and | | | | tips from your in-house experts (one great way to |
| demographics. But for independent brick-and-mortar | | | | help you stand out from the crowd), news of |
| operations (in other words, local small businesses), it's | | | | upcoming special events. Your web site will be the |
| definitely a mixed blessing. | | | | first look at your store for many prospects, so make |
| The bad news is that if you don't take advantage of | | | | sure you project a professional image. No cutesy |
| the opportunities it offers you, you'll be steamrollered | | | | animations, "Pardon Our Dust" graphics, or site |
| by the big chains, Internet-only operations and your | | | | counters - what will prospects think of a display that |
| more web-savvy local competition. | | | | reads 00003? |
| The good news is that compared to off-line | | | | And don't hire your nephew just because he put his |
| approaches, you can go a long way with a little | | | | rock band on MySpace - get a professional web |
| money. Compared to anything else you can do to | | | | designer. |
| promote your store, Internet marketing is ridiculously | | | | Your Web site is a "pull" technology - you have to |
| cheap. You can get e-commerce web site hosting for | | | | attract surfers to visit you. In contrast, email |
| under $50 a month. You can send 2000 emails for | | | | marketing is a "push" technology - you reach out to |
| around $30. If you do it right, the result can be a | | | | your customers by sending them a regular electronic |
| stellar ROI. In addition, with a top-quality web site | | | | newsletter highlighting the advantages of doing |
| your single location can have an online presence equal | | | | business with you and enticing customers to return. |
| to that of a multi-national behemoth. | | | | Why use email? One acronym to remember is "EICE" |
| The icing on the cake? Almost everything about the | | | | - Efficient, Interactive, Cheap, Easy. |
| Internet can be automated, including gathering | | | | Selling to your existing customer base is Efficient. |
| customer leads, selling products, keeping your web | | | | Emails can be highly Interactive. Sending out many |
| site updated, and assembling your newsletters. For | | | | emails is Cheap. And collecting email addresses is |
| the small independent store, that can save you | | | | Easy. To help you along, offering a free special |
| significant time and/or marketing money each month. | | | | report or other incentive is a great way to gather |
| To help you stand out from the crowd, your Web | | | | email addresses. Just make sure you get your |
| site needs to express your store's unique personality. | | | | prospects' permission to send them emails - |
| Just compare how Apple and HP approach the | | | | otherwise you run the risk of getting shut down by |
| marketing of computers and related products. Under | | | | your ISP following a flood of angry complaints. |
| the skin, the two sites' functionality is very similar - | | | | If all of the above seems a little intimidating, there |
| an e-commerce portal, technical support, upcoming | | | | are literally hundreds of suppliers offering inexpensive |
| news, etc - but the branding (and hence how the | | | | turnkey web solutions to help you market your |
| two companies are viewed by their respective | | | | business and communicate with your customers. |
| markets) is worlds apart. | | | | There's no reason why you can't get started today. |
| Similarly, your site should reflect your company's own | | | | So...what are you waiting for? |