February 2005 Issue:

-Web Site Basics for Business
-Small Company, Big Impression
-Make Networking Work Better

Archived Issues

Web Site Basics for Business

No matter what type of business you are in, having a web site provides a low-cost, highly effective way to communicate and build relationships with your customers and potential customers. Brushing up on a few web site basics, however, can really boost your company image as well as benefit your bottom line.

Let’s start with the basics. If you don’t already have a web site for your business, now is the time to get one. A recent survey of 500 Internet users by Millward Brown Interactive found that 69% of those surveyed have a higher opinion of companies with web sites than those without. If you don’t have a company web site, let your customers know that it is on the way, and then follow through as soon as you can.

When deciding on a web address for your new web site, keep it simple. Long web addresses with unusual punctuation marks (like hyphens or underlines) are hard for people to remember. Also, try to include your company name in the web address if at all possible. Not only is it easier for customers to remember, but it can also help your site do better in the search engines.

Get the Word Out
Once your company web site is up and running, you need to make sure people know about it! Put your web site address on every piece of information your company sends out. Put it in your email signature, on your business cards, and even in your on-hold phone message or voice mail greeting. Consider inexpensive give-aways such as golf balls, ink pens, t-shirts, and other promotional items that have your web address printed on them. This helps build name recognition for your company, as well as reinforces your web address at the same time.

Play the Credibility Card
Once you get the word out about your web site, make sure you include credibility builders on your site to help visitors get a sense of who you are and why you are trustworthy. For example, use testimonials from existing customers, and be sure to include your physical address and company contact information in a visible place. You can even include your hours of operation and directions to your business. Always publish a privacy policy on your site that lets visitors know that you would never sell or share their information with other parties.

Don’t forget to include any awards, licenses, or professional credentials that your company has earned. Consider adding an “About Us” page that includes a company profile and information on the history of the company.

Show Interest in Your Customers
People love a useful web site. Provide your customers with something of value when they visit your web site, such as informational articles or links to relevant resources. Consider adding coupons or special promotions to your web site, and make it easy for visitors to contact you with questions or information requests. Showing interest and thoughtfulness through your web operations sets you apart from the competition, and provides extra incentive for customers to keep coming back to your web site.

Small Company, Big Impression

It’s more common than you may think, but many of the companies you see everyday in the press, in advertisements, providing expert analysis, or writing white papers or industry publications are not large, well-oiled business machines. Often, these companies are small, two- to five-person businesses without a lot of corporate structure underneath. So how do they do it? How do they make their companies appear so big and important? And why is it a good idea to make a small company seem larger?

Often, customers think large companies don't deliver as promised any more. And yet, they want the reassurance of dealing with a company that is large and stable. It’s important to find a happy medium in portraying your company as small enough to be trusted, yet large enough to be reliable. If your company is small, making it seem larger can give you a competitive advantage with current customers as well as potential customers.

You can make a big impression with your small business by thinking like a large company. For example, if you have a home-based business, it is important to answer the phone like a business. Make sure customers don’t hear crying babies or barking dogs in the background, and make sure customers never get a busy signal when calling (use a voice mail system instead). You should also provide customers a way to leave a message or send a fax after hours. Likewise, people assume your company is larger and more settled if you have an 800-number.

Visibility is also crucial to making your company seem large and important. Ever notice how radio stations give away prizes to people who have the station’s bumper stickers on their cars? That’s just one way to improve visibility. When people see your company’s name everywhere, they are more likely to think that you rank up there with the big-guys. There are many ways to gain visibility for your company – from magnetic signs on your vehicles to advertisements to speaking engagements – but being visible is key to promoting a large business identity.

Another surefire way to make a big impression is to give out promotional items. People love getting free stuff! Surprise your customers with useful items like note pads or coffee mugs, and make sure your company name and logo are imprinted on them. Big companies give out freebies all the time – make sure your small business takes advantage of this strategy as well. Give-aways increase customer loyalty, and each time your customer picks up that free ink pen they will remember your thoughtful gesture.

Make Networking Work Better

Think back to the last networking event you attended. Was it a good use of your time? Did you make useful contacts with new people? Were you able to reconnect with contacts that you already knew?

Before you attend another networking event, think about what worked for you last time, then make a plan to improve on the things that you’d like to do better the next time.

1. Think of the people you met at your last event, and consider ways that you can be helpful to them (sending leads, introducing them to others, etc.). Networking works best when it is reciprocal.

2. Remember to introduce the new people you meet at an event to the people you already know. This gives you an opportunity to be a “connector,” which makes a good impression on others.

3. Be intentional about meeting the leaders or hosts of the networking event. It’s important to get to know them and vice versa.

4. Try to be visible. Make an announcement, get mentioned by the speaker, initiate conversation at your table, provide a door prize, etc.

5. Always arrive on time. For bonus points, try to get there 15 minutes early.

6. Make sure you have a good supply of business cards and, if appropriate, consider bringing promotional items or brochures to pass out.

7. Look for opportunities to schedule follow-ups while you are still at the event. Try to set up lunch dates, arrange to meet for coffee, make appointments, etc.

8. It’s usually a good idea to jot down a few notes or reminders on the back of the business cards you collect to make following-up easier.

9. Concentrate on building relationships. Be a good listener, and find ways to provide value to the conversation.

10. After the event, don’t forget to call, send thank-you notes or emails, or send brochures and more information to the people you spoke with at the event.

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