Marketing on a shoe string

These are challenging and exciting times for business and the country in general!! If you, like we at 2Shea, are trying to make the best of this down economy, you may be taking some time to work on your marketing strategies. Like us, you may be finding yourself for the first time in a long time, with time on your hands. Time to take a good hard look at yourself. When we did that we discovered that we have an amazing amount to offer. After 30 years in business, we have developed extensive skills and expertise that we now need to communicate to the world. If we can do that, we can actually grow in this shaky economy. You can too.

Once you know your big selling points and who your target audience is, what is the most cost effective way to get the word out? A great website is the first step. Then you need to have an integrated marketing system that directs customers to your phone or your website for direct sales or more info. Your site must work for you. There is nothing worse than spending a lot of time, money and effort on a site that just sits there.

You might want to take a look at your branding before you begin. Do you need to update your logo? Now is the time!!! You want to create a clear visual identity consistent with your core values and product offerings.

What can your website do for you? Will you sell something and have the payment made online? Do you need a searchable catalog or inventory (content management system)? Would your customers like to access their files or send you files? Would you like to send emails linking customers to specials or updates? So many options are available on your site. How would you like your customers to design their own products and order them directly from your site?

Interactive websites and website demos are a great way to catch a users attention and keep it while you inform them about the benefits of your website, product or service. Animated demos, developed in Flash, will allow the user to watch a movie explaining how to use your website, program, product, or explain other information in an interactive environment. Interactive websites have proven to produce higher conversion rates, sell more and generate a greater profit for the company. Interactive web design can give your website the extra boost it needs to move to the next level.

Your site will need to be search engine optimized (SEO) to ensure visitors will find your website. A great deal of this can be done as your site is being built. Once you have your site ready, you can start to advertise, do targeted mailings, and social networking (Facebook, Twitter and etc!).

Marketing on the web is critical in today’s economy. But remember that it must be done right to be effective. Do your homework and hire a company who has a successful track record. The company you hire should have a well-rounded background in advertising and print– not just web design. You will need all services eventually, and you want to form a relationship with a designer who can work in all media. If you are forced to switch design companies midstream your materials will not have the seamless look needed to build a strong, recognizable brand.