Today the web site is at the hub of marketing communications but is it being regularly reviewed and updated?
In previous blogs we talked about the inertia that keeps traditional display advertising and exhibitions as such high ticket budget items. But because there is no need to build a new web site each year there is a tendency to consider them a 'one off' investment and merely budget for maintenance. For many b-2-b companies the web site does not offer an e-commerce facility, but it is still the shop window for the business which can form a view amongst potential customers and specifiers as whether to step inside and ultimately buy. It is a two way interaction with prospects, providing both a conduit for enquiries and dispensing information, guidance and documentation
There are three important messages about its business a company web site can usefully communicate:-
- Provide information that prospects need about products and services.
- Provide endorsement and testimonials from customers who have bought and used the product and can offer useful experience and observation.
- Provide expert views from respected opinion-formers - industry gurus, technology experts, editorial etc. - that endorse the products directly or indirectly.
One convenient way to provide new information, endorsement and expert opinion is through a well organised press relations programme. Adding a Virtual News Office provides the means to publish that news. This can be integrated with the company web site and not only provide great, relevant content, but also a resource for the media to access and search archives. The VNO system pioneered by Technical Marketing Ltd does all this and can automatically generate news feeds and press releases and integrate with social media.
So instead of leaving the web site to age and allocate a small budget for maintenance, budget to keep developing and publishing new content. And by trimming back the big display advertising and exhibition budgets it can be funded within existing resources.