One of the most commonly asked Internet-related questions posed by most small businesses involves seeking and locating sound advice for developing a Web strategy and the cost of doing it. As one would expect, there is much inconsistency in the quality of advice that one gets from the growing band of Internet hustlers.
That same inconsistency applies to the cost of the advice or service. I've seen the development of Web sites of similar size, format and complexity vary in price by more than $50,000.
Enter an interesting new book, "Internet Marketing for Less than $500/Year," by prolific author and master of creative Internet marketing, Marcia Yudkin. Currently the moderator for ClickZ Network's online discussion forum for Internet marketers, Yudkin provides a common sense approach to the whole issue of exploiting the Internet as a marketing tool for small and home-based businesses.
While the title of her book may be somewhat hyperbolic (can you really develop a Web site for $500?), the lessons she delivers certainly point to a common sense, cost effective approach to Internet development and marketing.
From Yudkin's point of view, the three biggest obstacles for small businesses online are lack of knowledge of how to take their businesses online; the mistaken belief that without a huge budget, Internet marketing is fruitless; and disappointment when the mere launch of a Web site produces no results.
Is it doable for $500?
Yudkin maintains that there are enough free resources available on the Internet whereby individuals or companies can design their own Web site by following a simple menu and instructions
In her book, she provides specific details on locating those resources as well as sourcing additional information on every imaginable Internet marketing subject, including building reputation online, publicity 101, attracting business through e-mail lists, online style tips, international considerations, and e-mail etiquette.
The biggest mistakes
According to Yudkin, Web site development and marketing mistakes are few but common:
* Companies don't do enough customization of their sites. They simply replicate the corporate brochure instead of posting compelling informative and relevant news, tips, case studies, and so on -- the sort of information that makes the site "sticky" and keeps users coming back for more.
* Not enough marketers seek permission for e-mail purposes. Prior authorization to be included in an e-mailing is not sought and, in many cases, there is no provision for easy opt out.
* It is not unusual to see a lack of contact information. An effective site should always include a company contact name, phone number and e-mail address. How else can the visitor inquire, buy or complain?
* Companies don't promote their Web sites properly in their existing communications. Web sites should be plastered everywhere and on everything from company stationary to e-mail messages to the backs of delivery trucks.
* Most marketers ignore the international visitor to the site. For example, provision is only made for the 50 U.S. states in drop down menus or five digits in the zip code box.
I am not an avid consumer or reader of how-to books. I have scores of them, unread, weighing down my bookshelves. Who has the time to read them anyway? But Yudkin (www.yudkin.com) has scored a mini-coup with her book. It's well laid out, easy to navigate, and loaded with actionable information, resource listings, online tools and data that make it easy for the first time Internet marketer. Check it out.
Alf Nucifora is an Atlanta-based marketing consultant. He can be reached via e-mail at (alf@nucifora.com).
