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May 28, 2005

Marketing Your Website

On a daily basis, many startup/SME owners inquire as to how to setup and gain exposure (market) their websites. Having an excellent website directed at your niche brand isn't enough, orders won’t come rolling in if no one ever sees your website. This is something so basic but very often completely overlooked.

It simply is not enough just to have a website these days. The pages must be marketed on-line, optimised to meet the demands of search engines, boosted up the popularity rankings by linking strategies and promoted by whatever means appropriate and possible on a weekly basis.

On-line marketing has now become a science of its own and professional help from a WAIM (World Association of Internet Marketers) member is an option/service that can be employed to assist in production of a successful campaign.

But let's say that you can’t afford the investment for the site and the on-line marketing? In an ideal world a bank would bend over backwards to provide the funds to turn your business into a market leader. In reality, particularly since the dot-com bust, the bank manager may be very sceptical. This is where the power of the internet comes into its own.

If your loan manager fails to see the tremendous opportunity for business growth, one solution is to negotiate a percentage sales cut for your webmaster and/or your web marketer. That way you retain the database of customer enquiries for yourself and you design and control the branding of each niche market. The operation is tracked by the online shopping cart software and the webmaster and marketer both derive revenue dependent upon their success, which is an incentive for them in itself.


Posted by at May 28, 2005 01:05 PM

Comments

I'm confused:
assist in production of a successful campaign.

But let's say that you can’t afford the investment for the site and the on-line marketing? In an ideal world a bank would bend over backwards to provide the funds to turn your business into a market leader. In reality, particularly since the dot-com bust, the bank manager may be very sceptical. This is where the power of the internet comes into its own.

If your loan manager fails to see the tremendous opportunity for business growth, one solution is to negotiate a percentage sales cut for your webmaster and/or your web marketer. That way you retain the database of customer enquiries for yourself and you design and control the branding of each niche market. The operation is tracked by the online shopping cart software and the webmaster and marketer both derive revenue dependent upon their success, which is an incentive for them in itself.

Posted by: Sharon at May 29, 2005 11:36 AM

What I mean in that portion of the blog is that for any reason, whatsoever, if you are unable to fund the investment of the creation and developmet of your website and marketing services for it there is bargaining room with some web developers/marketers to negotiate having your website developed and marketed with your developers/marketers earning a commision (let's call it a royalty) for the business that they've generated through their work for you.

It's a win:win situation as you can now have your e-business up and working for you, while initial investing not very much. Your web developers/marketers are motivated to promote your website as they earn income from your generated business.

The cons in this are that if your business doesn't generate enough income to keep your developers/marketers content, they may become disgruntled. Another con would be that if your business thrives, then you may end up paying your developers/marketers a lot more than you would have initially.

These are all issues that can be included in your contract/agreement with your chosen developers/marketers.

I hope this clears things up for you, but if this still sounds a little bit confusing, please feel free to drop by the eBC center at 601 W. Cordova or give me a call at 604.775.7532, Mon-Thur, 9am-5pm.

Posted by: Kyle at May 29, 2005 11:52 AM

You’ve now mentioned your street address a couple times in the comments – Why? Sheena and Rob were able to gather an International audience for their blog and probably only 5% of the readers are from Vancouver. If your posts require your readers to drop by to chat to fully comprehend what you’re typing about, then you’ve got a huge problem. Do you understand what a weblog is and why this blog used to have a lot of followers?

Posted by: Mac at May 29, 2005 06:02 PM

Hi "Mac,"

I do understand the basis of a weblog and that there probably exists an international audience, but based on the previous person's IP, I am able to estimate their location which is why I had offered the option for them to call or visit the center in person. The eBC center is also a good resource for information as we have many information packages that aren't available (so far) on our website.

I also offer the option for contact via email, which shares no geographical boundaries.

I have access to pull stats on where our blog readers are located geographically and I am aware that people from all different levels of knowledge and computer literacy view these blogs. I do understand that some people may not understand each and every blog and that is a positive thing as it can provide a learning experience for an individual.

I have also gone through past blogs and noticed that readers expressed questions or had added to the blog, in a more positive and productive fashion.

Thank you for your expressing your concerns. Not only can you retrieve valuable information from our website and our blog, but you can follow-up with any questions by visiting our physical location, placing a phone call, or use an invaluable e-businesses tool known to most as "e-mail."

Posted by: Kyle at May 29, 2005 08:39 PM

What are you talking about???? Any established web designer or web design firm would never consider a revenue share arrangement like this unless they were desperate for work or just starting out and looking to pad their portfolio. From what I’ve read on this blog the last couple of days, it sounds like you’re just starting out in the industry and looking for clients. My first bit of advice for you – buy a book on grammar. If I received a proposal/quote from your company – www.dcsonline.ca – and it was written like this, you wouldn’t even get a call back. But then again, based on your website I wouldn't have called you in the first place - too much flash, crappy music and annoying mouse-over sounds. There is a big difference between showing off your newly learned design skills and actually understanding business.

Posted by: Maple at May 30, 2005 11:29 AM

I tried to load www.dcsonline.ca and I ran out of time...
if your site is any indication of what you know about website marketing...I'll get help elswhere. Thanks.

Posted by: Sheridan at May 30, 2005 01:37 PM

Hi "Maple,"

I'd like to thank you for taking your time out to view my page and offer your feedback. Fortunately, my business generates enough business for me. My website is just a portal for design work and online presence. To any end user with a decent computer system and a high speed internet connection, the load time is not unreasonably long. I don't understand where you derive the impression that I am seeking clients via means of this blog. In fact, I have steered all comments in regards to my personal business away from this blog as it doesn't have any relevance to the ebizblog.

There is a difference in how proposals are prepared, how descriptive paragraphs are composed, and how blogs are posted, so your evaluation of limited exposure from my literature doesn't quite concern me.

"Sheridan:" It's good to hear that you're "on the go." Our testing results have concluded no longer than 20 seconds on a very slow computer using an ISDN connection. It's also unfortunate that you base marketing knowledge on a website that you weren't patient enough to load. Thank you for your educated assessment.


With all that being cleared, do you happen to have any legitimate, relevant questions in regards to e-business or anything of value to add to other readers' knowledge of this current topic?

Posted by: Kyle at May 30, 2005 02:07 PM

I agree with the comments left here thus far - As a client, I would immediately discard any proposal from a web developer that suggested a profit-sharing model of promotion. This is my business, and I'm working hard to build it so that I can pay my bills. If I employ a web developer to build my page, I would expect that a certain level of promotion (submission to search engines, etc) be included in the original quote. I would also build a budget that allowed me to engage in limited online marketing and build a better strategy over time.

As a developer, I would never accept a profit sharing proposal from a client. Profit sharing on a marketing plan is an extremely risky proposition - there's a very good chance that I may never see payment for my work. For one, my strengths as a web developer are in creating efficient, easy to use websites that give the client the most bang for their buck. It is not in negotiating the wilds of Internet advertising, crosslink promotion, etc. There are people far more skilled in that field than I (interestingly, I don't think they'd accept a profit-sharing model either). For another, there's always a very real chance that the marketing program may fail. Many do, which is why you should always engage in multiple marketing vectors when promoting a product or service (ie: print, radio, online). I've always told clients that they should be advertising in both print and online forms, and promote their website through both.

Posted by: Darren James Harkness at June 6, 2005 08:46 AM

I read the whole page but I can’t see any point that shows how you work with clients. What are the steps that you and clients will take? How professional you are in online marketing? Do you have any portfolio in marketing? What are the terms and condition in your bonded agreement? I just want to know and see how it works.
Thanks

Posted by: Tonny at June 9, 2005 07:25 PM

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