Your business needs to be online because it makes your marketing more flexible. More than any other medium the Internet offers flexibility:
- If you take out an ad in the print yellow pages you can’t change it.
- If you do a radio commercial you can’t make the sale better after you turn in the ad (well you can, but it’ll cost you).
- If you send out a direct mail piece and forget to add a detail you’re stuck.
But with a website you’re in control (at least you better be—it’s one of our 7 Keys to Successful Websites). You can change up your marketing whenever you want. You can make the sale better or longer or smarter. You can add all the details you want whenever you want.
If you’re continually updating your business website you have the flexibility to spread your message right now—without costing you extra. And if that message changes tomorrow, no problem—you can change it.
- A restaurant can post its daily specials and change them that day.
- A nonprofit reeling from economic woes can put out an emergency plea for donations.
- A contractor with especially busy crews can post an explanation online and encourage people to schedule their jobs ahead of time—even offer a discount for doing so.
- A store can post new directions and maps when construction causes headaches.
Change is the mantra of the business world. Conveniently, that’s also true online. And that kind of flexibility is a boost to your business.