Jan 11
4
Ok, maybe I take that back…sort of. There was (is) a time when a website was the hallmark of a successful company. If you’ve got a great website, you must be a great company. And why not? After all, your website is your company’s main connection to outside world. However, websites are notoriously difficult for most small business owners to maintain, update and understand.
The multitude of social media tools currently available make it possible for a business owner to maintain a web presence without maintaining a website. One of the best examples I’ve seen lately is that of ad agency Boone Oakley. They’ve chosen to operate their online presence entirely from Youtube. Take a look at their “website” here:
As a business owner, how do I know whether I need a website?
Why would Boone Oakley choose to operate without a traditional website…especially given the fact that they are obviously working with numerous different types of media? Put simply, its a differentiator for them. They go to great lengths to show how they are “different than the other advertising companies” and a non-traditional website helps them break the mold. That being said, what are some other considerations for a business owner looking to develop a web strategy that doesn’t include a traditional web site?
1. Where are your customers at?
Marketing rules still apply. If you’re customers are web-savvy 18 year olds, you’re going to have a lot more trouble getting away with not having a website than if your customers are in their 70s and have never seen a computer.
2.Can you commit to a social-only strategy?
Social media takes a lot of work. It takes constant monitoring, constant updating and a willingness to listen. Is there someone in your company that has the time and the know-how to make sure that all of your social media outlets are up-to-date, relevant and utilized?
3. Does your company culture support a social media strategy?
Piggybacking on #2, does your company have an open culture that cultivates the free flow of ideas. Is your company comfortable with all employees having a voice in the community, and a direct line of contact to customers? Does your company encourage employee blogs, or have a dedicated blogger that can post to social sites like Tumblr?
4. Does your company selling structure need a traditional website?
Companies that have large sales staffs, or that operate from brick and mortar locations may find it easier to operate without a website. Take a look at your sales cycle. Ask you salespeople what resources help them, and how they sell. Do your employees at the front lines of customer interaction feel like a traditional website will bring more relevancy to the product or service your organization sells?
5. We think we can answer all those questions correctly. What’s next?
The internet is a confusing place, and defining a marketing strategy for the web can be even more confusing…especially given the amount “snake oil” that’s out there. It’s best to get the job done right, by someone who has experience developing integrated strategies.
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There are literally thousands of social media sites, and this Wikipedia post has a good breakdown of most of them.
I’ve listed some of the most common sites below.
Facebook.com – Largest social networking site in the world. Fan pages, and profile pages connect you directly to customer.
Twitter.com – “Microblogging”. Say whatever you like, 140 characters at a time.
Linkedin.com – “The professional Facebook”. A list of resumes and profiles, more business focused than Facebook.
Tumblr.com – An uber-simple blogging site. You can set up a blog in literally minutes. Very user-friendly
Youtube.com – Video sharing website.
Flickr.com - A photo sharing website.
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