Marketing for Solopreneurs

Hard Hat Blues: Websites 'Under Construction'

How many websites lately have you gone to and found the dreaded words, "This Site Under Construction". If you are an avid web surfer, they won't fit on your two hands.

The problem here is a Catch 22. Often we come up with our domain name, and if we find it available, quickly nab it and up goes the construction sign. Then, before we can even get started on the site, we print our business cards, letterhead, and other collateral, all with our new web address.

So while you are struggling to get the site up, your marketing has already started, cards are going out, and visitors are arriving.

Is this common?

Yes.

Is it good?

No!

There is nothing more frustrating than finding those "under construction" pages. Sometimes an email will be added, a logo, and a simple, "please come back and visit us soon." Right, I am going to bookmark this site and check back every other day to see if it is up. Not likely...

Think of it this way. Let's say you open a retail flower shop. You are in the process of constructing the building or remodeling. You print up your biz cards, or worse yet, run an ad with the physical address.

So now your potential customers are taking the time to drive there, only to find a construction mess and a closed sign. They drive away frustrated.

Your unfinished "online store" will get the same reaction.

If you have a site that is not up yet, avoid advertising the web address anywhere. Or better yet, make that website a priority. Because web customers are impatient. If they visit and find nothing of value, it is doubtful that they will ever return.

How about you? If you go to a site and it is "under construction," are you likely to go back? I'd love to hear your comments.

Getting Results with E-Mail Marketing

According to a January 2008 JupiterResearch report, spending on e-mail marketing is expected to top $2 billion by 2012. That’s almost double the 2007 total of $1.2 billion. While spending on traditional direct mail (“snail mail”) campaigns is still much greater, e-mail marketing has exploded in the past five years, partly because it’s cheaper and quicker—that is if your message isn’t caught by the spam filters.

What I’m not sure all businesses understand is, in order for their Internet marketing to be effective, they need to follow the same principles that successful marketers in any campaign use. Some of the most important, in my opinion: pinpointing your target market (in the case of direct mail and e-mail marketing, securing a good, up-to-date list); making an irresistible offer; paying close attention to the timing of the offer; and communicating your brand promise clearly.

What’s been your experience with e-mail marketing? Are you starting to spend more of your marketing budget on it? Is it working for you?