Frequently Asked Questions... and Answers

Should all my advertising be on the web?

April 14, 2008

The best answer is: “It depends“.

To best explain this we will explore a couple of scenarios. In all cases the assumption is that you run a small business. Your particular situation will determine the best course of action.

  • Established Business with a well established number of customers

Assuming that you are satisfied with the business from established customers, relying totally on the web may not be a bad idea. You could even argue that with a steady flow repeat business there is no point to any advertising - but don’t make that mistake! As you would expect, a website can keep you name out there, keep your customers informed about any changes to you business, and provide information to new prospects. However, unlike print ads, a website is far less expensive.

In this situation, my recommendation would be to:

  1. Launch a website.
  2. Sent a notice announcing the website to your customers.
  3. Discontinue all print ads.

With the website in place you will have the ability to “step it up” if you need more business.

  • New company / Start up

In most cases a new business is best advertised with a combination of print and web based ads, unless you know for a fact that your customers would always look on-line. But even then, you still might catch some business with print ads. The problem is that in a start up company environment there are many surprises. Therefore it is best to diversify.

Note that it is as much of a mistake to depend solely on print ads!

  • Young company worried about uncontrolled growth

A young company growing too fast is a valid concern. Fast paced expansion forces a long stream of quick decisions and a lot of opportunity for error. In this atmosphere, using a website in place of other advertising forms is a good idea. The website offers a single control point that can be changed quickly. Prices can be raises or lowered, levels of service can be adjusted, and new products can be announced.

  • Established company in a down-turn

This is a touch call. A very common mistake is to turn off all advertising to save a few bucks. That could be a bad mistake. This is the time to get the word out and whether you do it face to face, by telephone, print ad, or over the internet – just do it!

I would recommend increasing the level of advertising with a high priority on adding or expanding your website. Put simply it is low cost and has a great up side.

So what do the larger companies do? They use their website and the print advertisements together. The company sales brochure will always reference the website. The website will have a form to order paper articles and instruction manuals.

In all cases the website is the centerpiece.

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