Marketing is not dead, it just smells funny

So it used to be that you ran a newspaper ad.  Maybe a radio spot or, if you could afford it, a TV ad.  You printed brochures, talked to your customers, cold called and networked.  Then the internet hit.  That sprawling mass of unconfined potential and chaos.  Technology crapped in your cornflakes.

Relax, put down the gun and/or step away from the window.  Repeat after me 'it's all gonna be ok'.

Ok, now remember these two golden rules:

1. A website is JUST another media for marketing your business.

This means that while it is new, alot of the old knowhow and rules still apply.  Your site is an effective means of communicating with your customers.  It is a very effective means of disseminating information.  It is even, treated properly, an effective sales agent for you; just 24/7 and without the coffee breaks and pesky insurance costs!

2. A website is PRECISELY another media for marketing your busines.

This means treat it with respect.  Give it the same attention you put into crafting that radio spot, building that brochure, or refining that sales pitch.  Have it built professionally.  Your thirteen year old nephew doesn't go to GM and sell your widget, why should he design your website?  Use recognizable design elements that are consistent with your brand.  Your precise logo, your company colors, your slogans, your imagery.   Make the web an extension of your business and it will reward you with MORE business.

One final thought that I will expand on further another time.  Promote the hell out of your website.  A website that no one knows about is no use to you or anyone else.  Use your other assets to promote it.  Flyers, business cards, radio or TV spots, in-store promos should ALL prominently display your web address; the heavier the better initially.  Tattoo it to your children.  Drive the message home.  If you are hungry for widget A at 2 am on a Wednesday, you can go to www.mysite.com and ORDER IT.  Like magic!  No coffee breaks necessary.