Advertising Without A Website

It's Sunday morning and I'm sitting here with the morning paper and a cup of coffee. I flip to the center page of my local newspaper which displays all the colorful Easter ads, paid for by the local companies displayed. There is a jewelry store, a discount pharmacy, a furniture store, gift shops, restaurants, and many more types of local businesses all competing for the local consumer's dollar. 

The consumer has fewer dollars than they had a year or two ago. Those those that have dollars are less likely to let go of them. It is crucial, now more than ever, that your business reaches out to, and connects in a meaningful way with those consumers and their dollars.  You must develop a relationship with them, where they trust your company, and want to give you their money.

I am struck by how many of these local businesses advertised in the newspaper don't have a website listed in their ad. I've been creating websites and marketing businesses both on and offline since 1995, and to me the situation of a business without a website  must be addressed immediately.  An effective web site must become a top priority for all organizations given the recent shift of consumers toward online purchasing and research type activities prior to purchasing.

Get More Out of Advertising

It's  expensive to run any kind of advertising in traditional media like newspapers, television, magazines, or radio. You don't just run it once, but usually many times to get any kind of benefit.   Additionally, you cannot possibly say everything you want to say about your business, and your products or services, within a few inches on paper-  a paper that will likely be in the recycle bin by tomorrow.

Your ad may not be perfect, and you simply don't have the space or time to say everything that you want to say to a customer in a regular ads.  That is where your website becomes crucial to your future success. Your website does the job that traditional advertising cannot. Your website can do or say anything, to anyone, at any time of day, regardless of physical location.

Your website is an investment in your businesses future. 

Your web site will be there year after year.  A newspaper ad is simply an expense.  A well crafted print ad will pique the interest of the viewer momentarily, enticing them to wonder more about what your business is about.   An ad with no website leaves little opportunity for a customer to find out more .

Some Questions Consumers Have

• What is your company all about?
• What products or services you offer?
• Are your prices competitive?
• Can I buy online?
• How do I get to your place of business?
• Is your company trustworthy?
  
  

Local Websites Answer Questions

• Display a map with driving directions
• Explain you products and services in graphic detail with photos and video.
• Build trust- Show happy customers with testimonials
• Engage your customers socially by creating a dialog on site and off- Use social media and sites like Facebook and others.
• Tell people about your latest news, products, services, or sales.
• Provide education about your products or other related topics which consumers need before making the purchase.
  
• Convey your company's social and moral values to make a difference in the community,

A business without a website cannot continue to spend money on advertising that does not foster relationships.  Developing a relationship with your customers, building trust, and promoting a dialog will lead to long term repeat sales.  If you only have a single dollar to spend, invest it in a web site, or buy a lottery ticket, because your print ad will be old news by tomorrow morning's paper or your magazine's next issue.