Business Start-Ups -
Increasing the chance of Success
Most of the enquiries I get for help on
web marketing come from people who already have a website. It
is only when they are disappointed with the results that they look
around for solutions. This should not surprise me since I had
exactly the same experience with the first site I ever owned!
There is a general assumption that a
professional web designer will always create an effective site.
Unfortunately that is frequently not the case. Designers come from
either a graphics design or a programming background and rarely have
experience in marketing. Also, their brief is too often to
design a 'spectacular' site and clients judge the initial result on
its look. Alternatively, there is a school of thought that
seems to regard a cheap site as nearly as good as an expensive one
and so goes for the lowest price option.
Now I am launching a new service that
tries to test the business concept at minimum cost. That
enables the business and the marketing to be refined before major
spend. The aim is to find out as soon as possible the cost of
acquiring a new client so that you know whether the business will be
quickly cash-positive or whether a rethink or more resources are
required.
Have a look at:
www.TestYourMarket.co.uk
The site aims to help the Entrepreneur
focus on the business strategy and its marketing. The
designers then help him to create a site that meets the objectives
as simply as possible. Since no one knows in advance precisely
how customers will react, systems are put in place to measure the
results. Google AdWords is used to bring relevant traffic to
the site quickly so that we can see if visitors are actually
converted to customers as profitably as possible.
The process is not different from the
service I normally offer at Web 4 Marketing. But by starting
with the right focus it is easier and quicker to get results.
It is also clearly cheaper if the Entrepreneur can be guided through
a logical process using templates and a web-builder software tool
and does not have to rely on expensive consultancy time.
The new site follows its own principles.
At this stage it is simple and we will be testing its
cost-effectiveness. I would appreciate all feedback and suggestions
for improvement. Will you use this service for your next web
venture? If not, why not?
Looking forward to your views; talk to
you next month
Stephen Orr
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