Time for your annual web health check: Part 2

As Australia gradually returns to work, many business operators are using the relative quiet of January to evaluate different aspects of their business and plan for the calendar year ahead.

The web is now a critical component of your promotional and operational armoury so it deserves as much attention as pretty much any other aspect of your business.

To help you evaluate your online performance, last week we started a handy web health check.  Here’s the second and final section of the checkup:.

7. We use search engine advertising  (eg Google Adwords) to help supplement our ‘natural’ search results 

It’s a long way to the top if you want your website to rock n roll with the best of them.  And sometimes your competitors are just so darn good at optimising their websites there’s simply no point competing.

At least ‘pay per click’ advertising on search engines gives you some chance at a prominent position when your customers search for your line of business, even if you have to pay for the privilege.  And if all the good keywords are taken (or at least expensive), try experimenting with different niche terms like locations or brands.  These should still return a very good return on investment.

8. We use regular email marketing to both maintain existing customers and attract new ones 

Despite what you might hear, social networking still does not come close to replicating the success of email marketing.  With email, not only is less time consuming to generate and manage, but at least you know that your ‘shot’ has landed in the recipient’s Inbox.  Unlike your social networking post that may be swamped by competitive posts – from both businesses and consumers.

Of course, the best bang for your buck is achieved by using both in tandem.

9. All our promotional emails (and text messages) are Spam and Privacy Act compliant 

Many would think this guideline either old hat or not important enough to be in the top dozen ‘commandments’.  But it never ceases to amaze me just how many business operators either flout spam and privacy laws or aren’t even aware of them. 

In my view, the authorities really need to embark on another awareness campaign to capture the significant number of business operators who have adopted email marketing since the Acts were launched back in 2003. Or perhaps like many others they think email marketing is relatively old hat too! 

10. Email enquiries are responded to quickly and carry as much importance as phone calls 

Even in this age of true multimedia, phone calls get far more priority than emails.  Of course, this is as much due the interruptive nature of the phone medium as much as a deliberate strategy. 

But the incidence of low or no response to email enquiries from customers is still perplexing.  Contrary to popular belief, customers WILL NOT just pick up the phone if you haven’t responded.  They will simply search for another supplier who demonstrates that they are truly interested in their custom.

11. We constantly review expenditure on printed directory advertising

If the web didn’t already have the ‘book’ on its knees, recent developments in mobiles and tablets (like the iPad) have only landed the knockout blow.

Printed directories are now being counted out of the advertising world and so any remaining expenditure in this area needs serious reviewing. 

12. We are Investigating social networking offerings to assess impact on marketing and business in general

Lets face it.  All but the most switched on smaller businesses are laggards when it comes to adopting new technology and techniques.  But by now even the most technophobic small business really should be putting their toes in the water when it comes to social networking.

If nothing else, use it to see how your kids are finding out about great suppliers to meet their various material needs.  What’s more, it provides a great excuse to peer over their shoulder while they network away.

So what was your total score?

If it was 10-12 – you can consider yourself among the most progressive small business out there.  The web will be generating plenty of leads and generally streamlining operational aspects of your business. Good job!

From 6-9 is a good pass.  While more work is required to improve your online presence, you at least have some of the fundamentals in place.

5 or below is not so great.  You will be losing business to your more web savvy competitors and this will be impacting your bottom line. Get good help quickly!

In addition to being a leading eBusiness educator to the smaller business sector, Craig Reardon is the founder and director of independent web services firm The E Team which was established to address the special website and web marketing needs of SMEs in Melbourne and beyond.