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Case In Point:
Building a Web Business Doesn’t Have To Cost a Fortune
by
Karon Thackston © 2003
http://www.marketingwords.com
Ask Bobette Kyle about
building a Web business on a small business budget, and
you’ll be amazed what she’ll tell you about planning
and coordination. By
getting to the heart of the online business structure,
Bobette saves small businesses lots of time and money.
She’s agreed to talk with us today and to share
a little of her wealth of knowledge.
KARON:
Hi, Bobette.
I’m excited about our time together.
BOBETTE:
Thanks, Karon.
Me, too!
KARON: I’ve
read your book, and can’t believe the depth of
information you’ve included.
You cut through the fluff and get right down to
the hard-core information.
But the title had me curious.
Tell me why you chose the name "How Much for
Just the Spider"?
BOBETTE: <Smile>
Well, just like a spider plans and implements its web, a
Web-based business also has to develop a marketing plan
before implementing a “Web”-site.
The title alludes to the need for cost effective
planning and marketing tools. Small businesses want or
need to do a lot of work themselves so they look for
ways to inexpensively acquire "Just the
Spider" (i.e. the know-how) to create and implement
a marketing plan.
KARON: Ahh! Good play on words. And
very true, too. I
know I’ve spoken with many new online business owners
that think if they build a site, people will
automatically flock to it. We both know this is simply
not true. It takes a lot of planning and marketing to
operate a profitable site. What do you consider to be
the first, and most fundamental, step?
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BOBETTE:
So true, Karon.
And many existing online businesses are still
struggling because of lack of planning.
The step I consider to be most “foundational”
for business owners is understanding their industry,
their competition, and the customers they want to
attract. These things drive decisions all the way down
the line and mold the marketing plan.
KARON:
I couldn’t agree more!
Anyone whose known me for any time at all will
tell you how I preach about knowing your target
audience.
BOBETTE:
Exactly! These
three things affect the whole business model, how the
site is put together, what kind of content it contains,
and strategies for marketing the site.
Before going any further in your planning, take
the time to get as much information as you can about
your industry, competition, and customers.
KARON:
But that’s not all there is to it, right?
Throughout your book, I noticed the wonderful job
you did of outlining and explaining the various tactics
a site owner could choose when implementing the steps of
planning. What
works best in actually choosing the most appropriate
tactics for an individual site?
BOBETTE: There
are a lot of tactics out there. Many site owners cannot
decide which ones will work, so they give most of them a
try to "see what sticks.” Mostly, this approach
fails because it spreads resources too thin and
implementation suffers.
KARON:
So, how do we narrow the field?
BOBETTE:
Instead of doing everything, I recommend that
site owners choose tactics according to how well the
tactic "fits" their businesses. The most
appropriate tactics are those that support their site
goals and marketing strategies.
KARON:
So, again, planning comes into play.
You have to know what you want the site to
accomplish and who you want to attract before choosing
your tactics, and what about business startups that
don't have a lot of cash? Is there a way to develop a
successful site in stages, as more money becomes
available?
BOBETTE: Yes…
business owners can implement the most inexpensive
tactics first. Then, as more money becomes available,
allocate it to the tactics they think are most likely to
achieve site goals.
KARON: True,
and this gives them time to test marketing tactics,
copy, and other elements before getting in too deep.
After all, advertising can get quite expensive
sometimes.
BOBETTE:
Yes, it sure can.
In fact, paid advertising is sometimes a hazard
for new businesses. In a quick attempt to increase
sales, site owners are tempted to "whip up" an
ad themselves and randomly blast the Internet with
advertisements. That approach is often a waste of money.
KARON: I’ve
seen that many times.
It’s usually followed by a period of high bills
(from all the ads) and low sales because none of the ads
were targeted or tested.
BOBETTE:
You’re right.
So before spending a lot of money on advertising,
I would recommend site owners start by paying serious
attention to the ad copy. Once they have effective copy
that compels their target customers to respond, *then*
it is time for an advertising campaign.
KARON:
That’s another thing I’ve noticed – and
something I was guilty of… being in a hurry.
Planning and implementing takes time.
BOBETTE:
Nothing could be truer.
However, when you lay a good foundation, your
chances of success increase dramatically!
KARON:
Thanks, Bobette!
You’ve given us a great reminder that planning
is never wasted.
BOBETTE:
My pleasure, Karon!
Bobette
Kyle’s latest book “How Much for Just the Spider”
provides step-by-step information that helps small
businesses plan and market their sites for success.
Filled with examples and resources, this book is
a must-have for any online business owner.
Find it at most online bookstores, or at http://WebSiteMarketingPlan.com/bookinformation.htm.
Most
buying decisions are emotional. Your ad copy should be,
too! Let Karon write targeted copy and ezine articles
for you. Visit her site at http://www.marketingwords.com,
or learn to write your own copy at http://www.copywritingcourse.com.
Don’t forget to subscribe to Karon’s free ezine at http://www.marketingwords.com/ezine.html.
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