Top 10 things a small business operator needs to know about the web: part 2

This week we continue last week’s blog looking at the really important aspects of eBusiness a smaller business operator now needs to know.

6. Technology gets cheaper, labour doesn’t
Have you thought about getting a new quote on that fantastic new web feature you were wanting a few years back, but which had a price tag James Packer would be proud of? Chances are that same feature is now a fraction of the original price.

But not if you are getting a quote to ‘build’ that functionality. These days ‘pre-built’ tools and web ‘widgets’ are being released on a regular basis for next to chickenfeed and sometimes for nothing at all.

These days it really is possible to have an affordable website that only a few years ago cost well into six figures to create. In the meantime, labour costs increase as developers improve their capabilities and (not unfairly) want to be remunerated accordingly. The trick is to make sure you’re either across web developments to understand the true price of an improvement or tap into genuine independent advice.

7. Well planned websites will drastically boost your productivity
Nowadays consumers and purchasing officers in business expect to help themselves to a product or service via a well planned and executed website, saving time and avoiding dealing with a pushy salesperson in person. But it’s not only the purchase process that can be streamlined to maximise productivity.

Any information your website can provide about your business and its product will save expensive labour time. And customers enjoy the empowerment that comes with reliable information on demand.

But have the human service available when customers need it too, or suffer the backlash. It’s a matter of catering for both of those who are web savvy and for those who aren’t – simultaneously. Even then, you can keep costs down by employing chat technology for those who like to let their fingers do the talking.

8. Yes those search engine ads really work
Even the naysayers have to confess, Google wouldn’t be one of the fastest growing companies in history if those little ‘sponsored links’ at the top and right hand side of your search results didn’t actually work. But they do, and they’re one of the fairest charging models to boot.

‘Adwords’ and their ilk are a fantastic way to make up for any shortfall in your website’s ‘optimisation’ or if ‘organic’ optimisation isn’t working because you’re in an overly competitive marketplace.

And because you can cap your daily expenditure, you can sleep at night instead of wake in fright at the nightmare of your account leaping into the stratosphere.

9. Understand what constitutes spam
Have you noticed the increase in Australian-originating spam of late? Seems relative newcomers to online advertising aren’t aware of the huge fines you can be slugged for sending unsolicited promotional messages via email and text.

For the record, if you send just one unsolicited promotional message (that is complained about) you can be up for a fine of well into five figures.

Don’t be caught with your virtual pants down. Make sure your promotional emails are Spam Act and Privacy Act compliant. The Acts are outlined here.

10. (Legal) email still the king of eMarketing
Once you do ensure your email marketing is Spam Act compliant, you are on the road to ‘viral’ heaven.

Email marketing continues to deliver stunning Return On Investment due to its negligent delivery cost to thousands at a time, despite recipients being more selective about what they subscribe to and what they open. Better still is when you can re-purpose an email piece for all of your website, blogs and social networking sites.

Yes it takes time and discipline, but the rewards are plentiful. Remember too that once you have your first email newsletter set up, subsequent editions become much cheaper and easier because you now have a content and technology ‘template’.

Despite what you might hear, you don’t need to be a tech whiz to tap into online success. By simply understanding these 10 guidelines – and understanding their impact on your business, you will be well on your way to utilising the web to improve your business instead of throwing good money after bad.

For more Internet Secrets, click here.

Craig Reardon is a leading eBusiness educator and founder and director of independent web services firm The E Team which provide the gamut of ‘pre-built’ website solutions, technologies and services to SMEs in Melbourne and beyond.