Do I really need a web presence?

The answer to that question depends on how well you know your main revenue generating markets and how you are planning to reach them. After reading the interesting posts and spot on advice in evolt.org: Do you really need a web site? and boagworld’s: 5 options when web budgets get slashed. I was inspired to spread the word to those who might need help in making this decision.

I ask these questions to focus on some unavoidable facts about the current and future of branding, marketing and promoting a business service or product.

#1. How do you intend on reaching your core audience? Through conventional media options?

#2. How much money have you budgeted to market, advertise and promote your business? Short term and long?

#3. How much control over your message do you have using conventional media?

#1 Answer: If your demographic audience includes 18 - 35 year-olds then your message will need to be digitized and distributed through social media, which includes blogs, podcasts and tweets (via Twitter) to find information and research choices.These channels are very easy to surf via PDAs, web phones, etc. and easy to spread the buzz with their friends and family adding to the viral effect. A common strategy is to use one or more blogs, podcasts, tweets, etc. to attract potential customers from multiple sources (and different demographics) to your web site or blog site (easy to update - easier to find in searches - more timely).

If you are planning to use newspapers, mass marketed mailers, TV ads or radio spots, you may want to re-think your strategy. The money spent this way could be spent with more target market coverage … see #2.

#2. Answer: If you add up all of your potential costs to market, advertise and promote your business via conventional media, then once your ads run, you are done. Your exposure may have increased, but your ability to connect with your customer will be limited to how much money you can continually put into those media choices, with no long term cost controls.

However, if you use 3/4 (or more) of your entire year’s ad budget to design, build and operate a muti-media platform that will allow you to target your ads and message, giving you full control, you will come out way ahead in both the short and long term.

Remember the saying “better to cry once, than twice?” which usually was applicable to any purchase of a service or product where the choice was between quality and price. Same thought applies here. With traditional media, you’ll cry every time you have to pay their fees. A good social media strategy and execution may cost you some money up front, but you will be set up for success as your long term marketing costs plummet, much like when banks leveraged labor costs with ATM’s and internet banking.

#3. Answer: You may think you have control of your message when you submit your ad to the newspaper or cable tv station, but in reality, you don’t control the location or time that the ad runs, and you don’t get to make last second changes if conditions warrant. And most importantly, you don’t get the viral effect or ability to communicate directly with your potential client, that social media platforms provide. You can reach your target audience with a “high tech, high touch” message through any electronic device.

With new media options you have control 24-7 and can encourage prospective customers to spread the word and get a discount to boot.

Bottom line: It isn’t, Do I need a web presence?, but …

What is my web strategy and how can I make the best use of my capital, now and for the future?

Then the only question is: Who can I turn to help me accomplish this? We’ll talk about how to shop for a web developer in future posts.