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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.
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