Here are a few ideas on analysing your web presence to get you thinking in the right direction:

Is your target market accessible on-line?

If you are trying to sell to a specific group you need to ensure that they are well represented as Internet users. For example, holiday makers are strongly represented online and competition for the  holiday accommodation dollar is hot, however if you sell medical equipment to the elderly and infirm then it may be that your market is actually carers of the elderly not the elderly themselves.

With the well-documented growth in Internet use, comes the ability to access not only new markets but also traditional markets through a new media. Some demographics are better suited for targeting through the Internet, but as usage grows so do individual demographic sectors, and therefore the ability to hit your target market increases constantly. As with all marketing programs a well-designed and implemented on-line strategy can be just as effective as the traditional equivalent. In fact any modern marketing program should include Internet activity as a core component.

Do you need to know more about your customers?

The ability to provide interactive content gives you the opportunity to find out more about your customers. Apart from any direct customer enquiry’s generated, incentives can be used to involve customers and promote responses.

A database generated by on-line enquiries can be a powerful marketing tool if used ethically. Data-mining techniques can be used to clearly define target markets and locate previously unidentified niche groups.

Developing a web site will expose your business to an audience of millions. But only segments of that audience are potential customers and a correctly developed and implemented web site can help you to identify those customers and deliver your marketing message.

Would reaching global markets provide opportunities for your business?

Have you considered the possibility of supplying your products or services to overseas customers? The Internet has opened up the possibility for any business to transact with customers in other countries fast and efficiently.

If you have a product (or service) that can be easily freighted or transferred electronically there is no reason to limit your area of trade to a small geographical locality. Some overseas markets have limited access to products that we consider everyday items in Australia and therefore readily accept these products when offered.

If you provide specialty products or products with a narrow market focus an e-commerce solution may be the vehicle to generate extra sales volume.

Can you value-add through a web presence?

Value in a product does not consist only of the physical aspects of an item. On-line availability of instructions for use, specifications, pictures, advice, and access to support facilities can add value to any product.

Where products are sold through agents – the locations of those sites and global pricing details should also be included in the web site design.

Do you currently have a web site but are concerned about what value it provides to your business?

While it can be difficult to quantify the value obtained through operating on-line, specific goals and expectations should be determined prior to embarking on establishing your on-line presence. Unless you actually have on-line sales to gauge the performance of your web site, the following points can be included in determining the value of a web site: –

• Increased awareness of the company itself.
• Create awareness of the company’s products and services.
• Provide an information portal for not only customers but also remotely located staff.
• To accept direct enquiries through e-mail, saving staff time spent on telephones.
• Allow for fast and efficient data transfer.
• Present an image of a modern and technically advanced business to customers and suppliers.

In summary – there can be numerous reasons for a company website and not all of them translate into an easily measured specification, so give some thought to the not so obvious reasons and benefits of your website.