Local versus Global Business
Created July 2004; Revised February 2006
If you are doing business in today's market place you've probably concluded that you need to have a website - your customer's expect it and your competitors have theirs up and running. But not every business needs a website. To help determine whether your business would benefit from a website, let's review some questions.
To get the most out of this discussion we will assume that the main business goal is to generate the highest profit margin possible through the acquisition of additional (highly) qualified clientele.
Local Business
You fall into this category if You have NO business coming from outside your immediate area. Examples would be sign maker, landscaper, painter, restaurant, hair stylists, house cleaner, etc.)
If your business is local you may be much better off not creating a website, but using your marketing budget to advertise in the local paper or other local outlets instead.
Ask Yourself:
- Do your customers expect you to have a website? (Customers would
like the convenience of being able to see your information on
your services, hours of service etc.)
- Will
your customers go elsewhere if they can't find your information when
they
need it
(after hours).
- Do your competitors
have websites? Do
you look “behind the times” in your customers' eyes without
one?
- Can you leapfrog over your competition by having one?
A Salon/Hair Stylist is a good example of a business who's client's are found predominantly via word-of-mouth and through local non-web advertising. Customers probably don't expect you to have a website and very few of your local competitors will have one either. A Salon therefore, while not needing a website as a core marketing avenue, might benefit in having a simple website that where they can direct new potential customers to see their philosophy, location, hours and photos of their work (before and afters) as well as clients testimonials.
A local Restaurant, on the other hand, could use a website to their advantage to create greater customer loyalty. They can give the hours of operation, take reservations, post menus and specials. To take more advantage of the web, they could also email out the week’s menu – it will remind people that they are there! They could also email a free monthly newsletter with recipes, info on chef classes etc. All of these elements make clientele feel special, a part of a special community and can create a sense of excitement (buzz) about the business - as well as greater profits.
National/International Business
You fall into this category if You have SOME OR ALL business coming from outside your immediate area.
If your business contains products/services with national or international appeal you could benefit greatly by having a web presence. For those that are located in remote areas (or islands), the ability to reach a worldwide audience can be especially beneficial.
Ask Yourself:
- Are there people looking for your products/services who live
outside your local area?
- Is your product unique enough (in qualities or price) to compete
with others - on the web and in your client's local area?
- Is your product shippable - or does weight make your product prohibitive?
A Furniture Maker is a good example of a business that might not benefit nationally from a website presence. (They may still benefit locally.) If their product is unique enough they may overcome the weight/added cost of shipping barrier.
A tourist based business, on the other hand, could benefit greatly from a website presence. One of the most important advantages would be advanced/increased bookings. Those selling unique products from their area often also benefit from a website in increased sales.
International Markets
There
are many additional factors to consider when doing business internationally.
While we cannot touch on all of them in this article, along with the questions
given above, a business must also ask how they will handle language as
well as cultural barriers. Some countries such as South Korea spend a
significant amount on the web and may be worth the
extra effort needed to reach this audience.
Conclusion
The internet is a new marketing medium and as such its potential is still being explored. But it is now and will continue to be, for many businesses, an important medium for reaching and acquiring customers. By asking these fundamental questions, a business may better determine what role the web will play in the strategy and ultimate success of their business.
In this next article we will review how to choose the best Web Designer to Meet your Needs....
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Marketing Trends & Internet Advertising Campaigns | Choosing a Web Designer to Meet Your Needs |  |
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