The document discusses why businesses need a web presence. It explains that a web presence allows businesses to start conversations with customers and prospects online about why they should buy from the business. It allows businesses to track engagement, compete better against larger competitors, market in niche areas more cost-effectively, appear larger than they are by reaching local and global customers, and be open 24/7. The document outlines 10 specific reasons why a web presence is important for businesses and concludes that every part of a website should lead visitors to take action and inspire them through connecting to their needs and buying process.

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Why do I…
need a web presence
for my business.
Getting Started »

2. ©2012 Marketing Copilot Inc. All rights reserved.
What is a web presence
and why do I need one?
If you put the phrase “web presence” in your search bar, you are going to see a lot of amazing
results. There will be lots of sites dedicated to “how to quit your job and make millions on the
web”. Don’t click on those. Look at the ones that explain what a web presence can do for your
current business. The business you have spent years putting time and effort into.
An web presence is a way to start a conversation with customers and
prospects about why they should buy from you!
Today, your sales and marketing strategy may be a combination of things: telemarketing, direct
mail, advertising, word of mouth, referrals, or other tactics you use to start a conversation with
people who might potentially buy from you. You probably have a website because you realize
its today’s Yellow Pages. And maybe you’ve already decided to leverage the internet to drive
more traffic to your business, but now what?
A good web presence might not be a lot different than the conversation you are probably
already having in your offline activities except that are more benefits to having the conversation
online.
An web presence is a way
to start a conversation
with customers and
prospects about why they
should buy from you!

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Components of a strong web presence
Starts the
Customer Buying
Process Online
Web
Presence
Creates
Differentiation Audience
Segmentation
What people
search for?
Keywords
Content
Management
System/Blog
Optimized
Website
Tools
E-mail Marketing
LinkedIn
Twitter Facebook
YouTube
Social Media
+
Backlinks
Downloads
Whitepapers
Find Customers. Keep Customers.
Press Releases &
Directories
Conversion
Tools
SEO
Platform
Search Engine
Optimization
AdWordsPayPerClick
Step 2: Online Strategy Step 3: Consistent Execution
AnalyticsMeasure &
Optimize
Getting
prospect and
customers to
find you
Optimized
Web Presence
Step 1:
Clear Value
Proposition:
Why should I
buy from you?

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10 Reasons you need a
web presence.
Here are ten reasons why a web
presence makes good business
sense:

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1. You can track and measure everything
instantly.
Unlike a newspaper ad or a trade
show, you can view elaborate details
of who looked at your website, press
release or blog post and where they
spent time. You can see value data
minutes after you send something
out.

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2. You can engage rather than disrupt.
Instead of trying to get attention like you would with
telemarketing or direct mail, you can start a conversation.
When was the last time you answered a telemarketer’s call
or responded to a flyer? Disruption is failing. Starting
conversations about a topic of mutual interest to you and
your prospective buyer gains trust, builds long term
relationships and helps to gain valuable insight about what
your prospects care about.
Test: Ask your CEO about the last time he took a cold call from a sales
rep!

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3. You can be everywhere.
You can use your website, blog, directories, social media,
press releases and a wide array of cost-effective online
tactics to deliver a consistent conversation about why you
have something of value to discuss.
They are many ways to slice the conversation from a 140
character tweet to a 12-page “how to” guide.
They are many ways to engage the conversation, on a
computer, a mobile phone and a tablet.

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4. You can compete.
In bygone days, a small business usually lacked the
resources of their larger competitors.
Now, even a small business can access much of the same
technology as big companies.
You can use auto-responders, accept online payments and
even deliver products over the Internet.

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5. You can create niche marketing faster
and more cost effectively.
If one area of your business is taking off, you can create
microsites and specific promotions and web pages to
support this area of the business.
An online presence opens up all sorts of niche marketing
opportunities that never existed before or were too
expensive to go after.

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6. You can look bigger than you are.
With a professionally designed web site, it’s now easy for a
small business on the Internet to have the appearance and
credibility of being a large company.

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7. You can sell locally and globally at the
same time.
Search engine marketing now allows you to have a local
presence through Google Local. For those people who like
to buy locally, you can optimize your website so that people
searching in your community come directly to you. But you
can also optimize keywords so that prospects from all over
the world can find you.

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8. You can be open 24/7.
Think about how you shop for something.
Google stats indicate that 87% of buyers initiate their
buying process with an internet search.
Unlike traditional office hours (9 to 5), that search can be
done any time of the day of the day or night.
By automating a web site, a business can be open 24
hours a day, 7 days a week. No extra staff costs and no
overtime rates to pay!

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9. You can speed up time-to-market.
It is easy to quickly change promotions or offers on the
Internet. Emails can be sent out or you can change a
website instantly. Time sensitive promotions such as
running contests or product specials can be a good way to
attract customers.

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Finally, and most
importantly......

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10. You can listen.
An online presence gives you the opportunity to get
feedback instantly from the market, listen to what they care
about via forums and social media conversations.
If sales is about listening to your customer and applying a
solution to a problem then an online presence gives you
the ultimate engagement and listening tool. If however, you
still want disrupt your prospects with overpowering details
about product promotions, then go back to the Google
search and click on “get rich quick.” A consistent and value-
based online presence is not for you.

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Closing Thoughts…
Every section of content on your website should lead to action
and must inspire the reader relative to your value proposition
and in a way that connects with each step of the buying process.
Call-to-Action
If you have not:
1. Discovered your value proposition
2. Mapped the buying process of your customer
Your web content will be nothing more than an online brochure
that no one reads.
If you need help with this, you need to give Marketing CoPilot a
call.