takes planning and timing...
A realistically assigned advertising budget is essential to keeping new clients coming through the door. As such, money must be put into areas that will bring the largest return on investment for the least money. Several advertising media should be used to bring maximum visibility.
This is one of the reasons the Internet took off as fast as it did. For less cost than TV ads or billboards, a business can be visible to the whole world 24 hours a day. Furthermore, if your site is lucky enough to get high natural or organic search engine results (without paying thousands of dollars extra for pay-per-click advertising) your return is considerably higher.
Because the Internet is a cheaper medium than most others, having less outgoing expenses and much higher returns allows the company to diversify the rest of its budget into other advertising forms. I am a firm believer in casting your advertising net as wide as possible This diversification is what we always advise clients to do, rather than putting all of their financial eggs into one basket.
I would much rather see a client spend no more than necessary on their site so they can also invest in other advertising forms.
I also strongly believe in data, such as knowing which advertising works for you. It still surprises me when business owners call us, and have no idea how many visitors their site gets or even if it gets visitors.
The need for such information is the reason that we created the visitor tracking system for our WebUpdate range of sites. Using these reports, a company can clearly see what is working for them, and remove anything that isn't.
I would much rather
see a client spend no more
than necessary on their site
so they can also invest
in other advertising forms.
While the economy has somewhat stabilized, businesses that are still around have learned that they cannot just expect customers to knock on their door anymore. They now must fortify their advertising.
For many, their web site is their first point of contact with potential clients, and so making sure that this portrays them as positively as possible is extremely important, especially if they are in a very competitive market.
Obviously, they want their money to go toward something that can help their business, and has the features they need, but still have enough left to try other things.
Companies need a web site that is easy to find, appealing to visitors, and doesn't involve high ongoing fees. This is crucial when a tight budget has to be kept.
This is where the timing factor comes in. With the last financial year out of the way, many businesses that had their advertising budgets reduced or had to pay taxes are now looking for ways to avoid similar penalties next year, while still getting the highest value for their money. Ironically, if such a site had been paid for before the end of the year, their tax bill could have been proportionally less, their new budget would be more, and the company would be stronger for this year.
With such support for advertising in place, companies don't have to lose out completely on their advertising, or settle for the cheapest options.
If you are ready to grow your business, now is the perfect time to consider our WebUpdate systems, which employ advanced marketing, promotion and security features designed to give businesses the best competitive edge online.
Terry Young is the founder and CEO of Internet Marketing and Design,
the award winning web and multimedia design agency in Chesapeake.
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