This statement is commonly made by specialty shop owners and real estate agents. Real estate agents will add “I already invest high dollars in space advertising.” This is probably one of the most frustrating objections for us. The business owners that express concerns such as this one are the nicest people we meet — and usually, sound business people. They know how to treat a customer or client with special care.
However, they don’t understand that all kinds of people use the Internet to access information. The Internet, unlike advertising mediums, does not target a set demographic. Magazines, Newspapers, Television, Radio — all are demographically based. Family Circle will always target young women between the ages of 25 and 35 that have young children. Country music radio stations target a specific audience as does cable news programs or shows like Sesame Street.
The Internet targets everyone in almost all demographics. And those demographics shift and change. Ten years ago less than 50% of the population used the Internet. Five years ago, primary users were people who worked in offices in jobs that were above the median income level. Three years ago the fastest growing demographic for Internet use was minor children. Today it is retirees. 7 out of every ten people you meet in America use a computer at least once a week. “Are your potential customers the other 3 who don’t?”
There are over 8 billion web pages indexed in the Google search engine. The top three commercial markets on the web are Technology, Real Estate, and Tourism. Technology businesses know they need a website. If you’re in real estate (even an individual agent) YOU NEED A WEBSITE. If your business markets to travelers (accommodations, restaurant, specialty shopping, tickets, travel wear, recreational products, travel gear, animal care, children’s activities) YOU NEED A WEBSITE. Statistics show that 7 out of 10 people will go to the internet for information before they purchase real estate or set a travel itinerary.
A website is usually rather impersonal — and that’s a good thing. When people use the internet they want information, not a personal relationship. The information will bring them to you. You create a relationship.
A website gives you a higher number of potential customers to create a relationship with. If internet users don’t find you on the web, they’ll seek out your competitors who have websites.