The birth of the Internet was not so long ago. Initially many explorers of this frontier envisioned a web site to be a lot like a billboard in space- build it and they will come. They quickly learned it was more like a sign in a closet. If you don’t create a pathway there, not many will ever find you.

A web site itself is not a marketing solution. It is a step within a strategy that itself, requires marketing. That does not mean it is not a great tool- it is. Each business just needs to figure out the best way to utilize it. The Internet marketing solution for your company depends on the type of business that you are marketing and what you hope to achieve with your Internet presence.

The potential cost effectiveness of Internet marketing can far outweigh other marketing venues. Most Internet marketing is paid for by a click-through rate. That means every time a person clicks on your advertisement, taking them to your web site you pay a fee. I can not think of another kind of advertisement that only charges for a resulting action. This is great providing your web site is designed to close the deal.

The Internet can not shake hands or look a potential customer in the eyes. You need to work on building confidence and trust through the content of your web site. Talk about your history, knowledge, or experience. Post any awards or recognitions. Publish a mission statement. Offer some knowledge free. Talk about your involvement within a community or with a non-profit organization. Provide a phone number.

A great exercise is to find people that are not familiar with your business, tell them nothing about it, but ask them to review your web site See if a layman completely understands your objective and can easily navigate the site. It is amazing how much a another set of eyes can really improve your vision.

Does your web site:
- Convey a clear message about your company.
- Define your objective.
- Navigate easily.
- Tell the whole story.

It is very important that you remain open to altering your web site. If you are getting the desired hits, but they are not translating into opportunities or sales ... well then, it is not the fault of your marketing program.

The Director of Marketing would be happy to create an Internet strategy specific to your professional goals. Call Tina at 847 236 0098

The world wide web has redefined the meaning of community. Once determined strictly by geography, a community now describes a group of people with a similar interest, regardless of their location. The Internet is the catalyst for this kind of social networking.

Imagine locating your store in the center of a community of which every member is interested in your products or services- a greenhouse in a place where everyone was a gardener, or a wine shop in a town of oenophiles (wine lovers).

If your customer purchases your professional expertise, then there is an Internet market with customers looking for you.

The web’s social networking environment evolves rapidly. Facebook, Twitter, or Blogspot? How to do, what to do, and when? If you’re not Internet savvy, or do not have the time to maintain an Internet presence, you are better off hiring someone to do it for you.

For many professionals, the right Internet marketing endeavors can not only save their business in tough economic times, but can generate more revenue then their retail location ever could have.

The Director of Marketing would be happy to help you explore your social networking options. Call Tina at 847.236.0098

As your professional office compiles a client database it is important to collect email addresses. Your clients are the foundation of your success. Free, unobtrusive email allows you to communicate with your clients, increasing their familiarity with your office. 

Excellent reasons to send email include:
- Newsletters. (Click to view samples.)
- Job promotion or hiring.
- New product or service offering.
- New equipment, systems, or processes.
- New business relationship or partnering.
- Industry recognition or awards.
- New office location or geographic expansion.
- Corporate fundraising efforts and/or charitable donations.

The Director of Marketing would be happy to create and distribute a professional email blast for your business. Call Tina at 847.236.0098

Journalists are looking for news in a press release. A press release that reads like a advertisement will not be widely published. At the same time a published press release is free advertising. There is definitely a right and wrong way to write a good release.

Reasons to write a press release may include:
- New product or service offering.
- New business relationship or partnering.
- Industry recognition or awards..
- Report on a specific event that demonstrates your businesses community involvement.
- Fundraising and/or charitable efforts by your business or employees.

The Director of Marketing would be happy to create and/or distribute a press release for your business. Call Tina at 847.236.0098

Events tied to your professional office can be the single most cost effective marketing strategy you employ. An event changes the dynamics of your get together from an appointment to a social occasion. The social implications make mingling and introductions more comfortable and even expected. Potential clients may be warmer and easier to talk to.

Events also provide a great opportunity for additional communication with your clients by sending an invitation to the event and a ‘thanks for attending‘ or ‘we missed you‘ follow-up. Do not forget to collect email addresses. Email makes all that communication completely free.

Symbiotic relationships can create a more successful event. Partnering your event with complimentary professionals or vendors increases interest while cutting your expenses. Make sure and agree that the total invite list will be shared with each sponsor.

There may be opportunities to gain press exposure from your event. First, many local publications produce a calendar of upcoming events and will publish your information there. Next, there may be some news or a story in the event itself. Is the event a fundraiser? Is the event a timely ‘how-to’ party? Finally, after the event submit a release detailing the event itself. It might help to invite local journalists to your event.

Some great examples of events include:
- Grand opening.
- New treatment or process.
- Sponsor a fundraiser.
- New Partnership or Hiring.
- Sponsor a chamber event.
- Celebrate a community event or holiday.

Let The Director of Marketing manage the development of your successful industry event. Call Tina at 847.236.0098