Do You “Spray and Pray?”

Usually a small to medium-sized business begins establishing a web presence by taking a tentative step. This is not cheap for them because they end up either paying way too much to a web developer for a static website and no clue or strategy on how to keep it updated, or they think they’re getting a bargain by paying little or nothing for a generic site that doesn’t reflect their brand at all.

Neither of these tactics do anything to increase your search engine rankings or, more importantly, to inspire confidence in your potential clients – two things that your web presence must absolutely achieve.

Many of these online newbies put something out on the Internet, and then wonder why customers aren’t flocking to them. They then begin to doubt that having an online presence works at all. I know if I give my dog the choice of eating fresh, wholesome food or dry food from a bag, he’ll always choose the fresh stuff. It beats generic every time.

It’s the same with your online presence and potential customers: they need to get a sense of what you stand for, what you know, how you personally will guide or help them with their specific concern. This won’t happen with a pre-packaged solution.

Most business people understand the need for a website and then a newsletter solution, but they “spray and pray.” There’s no strategy or marketing plan behind what they do. They put up a generic website and send one generic email to everybody (spray), hoping that someone will read it and buy from them (pray).

The smart businessperson understands who their target groups are, knows what the problems are for these potential customers, and sends each group of potential customers a different email, targeting their specific concerns. It may take a handlful of hours more to do this, but being strategic in your communications brings your company more credibility, more confidence in your brand, and more customers.

If it didn’t work, then no one would be doing it. Take a look at the email newsletters you receive right now from successful companies. If they’re good, they speak to your specific needs.

Don’t make the mistake of being penny wise and pound foolish with your web and email marketing budget. The quality and quantity of your client base will very quickly reflect the wisdom of being strategic about your brand. Don’t spray and pray.