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The Valley's Premier
Business to Business Marketing Newsletter
Serving the Colorado
River Valley Corridor, as well as Vail, Aspen and Grand Junction Areas |
| Feature Article | Spotlight Interview | One Minute Marketeer | Ask AIMS! | ||||
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Fifteen Minutes With Bob Harris, Owner of Blazing Adventures, Snowmass, Colorado |
Five Fast Pathways to
Your Own E-Commerce Website |
Adding A
Newsletter |
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Untangling the Web:
Revealing its Mysteries and Marvels |
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Please note: If you are unfamiliar with the web and its terminology, there is a brief glossary at the end of this article. |
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E-Commerce on the World Wide Web Few marketing opportunities work as hard for you as a website. It's a 24/7 promotion machine, providing potential customers with vital business content whether you're in the office or in a hammock under a tree. Whether a local prospect is looking for a nearby merchant, or a curious comparison shopper is researching the market from Anchorage ― your virtual storefront is open and offering information. E-commerce is the hottest trend to rock the commercial world ― and for a lot of great reasons: Besides offering a place to present company information like products, services and contact information, it's a great way to expand your basic content and provide pictures, promotions and other features too costly through other means. Further, for the small business owner, the world wide web helps to level the playing field, providing interactive elements which can lower overhead and allow for more cost effective customer service and order processing activities. All in all, a well designed website becomes more than a virtual storefront - it's a showroom, information, sales and processing center which pulls customers in, educates, entertains and invites them to buy. As the internet becomes more available via device connectivity and pricing options, consumers are flocking to the web in record numbers. How big is this flock? Among those studied, and according to Online Publishers Association and Nielsen//NetRatings, in 2006, an average of 118 million consumers devoted an average of 298 million hours per month to on-line shopping, with an average monthly viewing of 285 pages per person. Online shopping activities commanded nearly one fifth of the total time people divided between “commerce” and other on-line endeavors which were classified in the study as “communications”, “search” and “content”. (The search excluded .gov and .edu websites.) Numbers like those get everyone's attention, but the question for some remains: how can a website benefit me? I built my first website in 1993. Since that far away time (as measured in 'technology years') I've gone through five computers and several software upgrades building many others. But, whereas there are always new whistles and bells coming literally on-line, the core of a great website has remained the same. That's comforting news when you are contemplating diving into today's technological options. But we'll get to whistles and bells later. The differences between a so-so website, a great-looking so-so website, and an all around spectacular website are almost always defined by how well form and function are conceived, blended and executed. Poor functionality won't do much for your business, regardless of how great it looks. Luckily, high-function and high design always meet and marry in the best websites. Together with projecting your brand's unique image, a primary design goal of any e-commerce site is to incorporate technological functions which reflect and/or enhance actual physical business activities. For example, If you offered database information such as cataloged, archived or hard-to-find elements, your site should offer advanced search features enabling your visitors to get the most out of their visit to your site. If you sell wholesale or retail products, your visitors would expect to encounter a virtual catalog complete with color photos (easily achieved on-line) as well as a shopping cart feature. A feature useful to both of the examples mentioned above would be a visitor inquiry feature. A simple submission form could help facilitate visitor interactivity and enhance the user's experience, encouraging a longer or repeat visit. The more functionality you build into your website, guiding your visitors through an appropriate and strategic navigational structure while delivering a satisfying shopping experience, the greater your chances will be of enhancing your conversion rate: that is, the successive click-throughs which guide your visitors to a measurable end-goal - and ultimately a sale, or other desired result. A functional website is an efficient website, and it can benefit your business in numerous potential ways. Benefits of an Efficient Website
As you can see, the internet is a powerful medium for enhancing existing markets and reaching those that languish untapped. The steady proliferation of affordable technology has placed the virtual world into the hands of millions of information-seeking consumers. This offers unprecedented opportunities for small business by leveling the playing field in competitive markets and opening equal access to products, services, more efficient order processing and customer service applications.
Get ahead with the right tone and content Studies have shown that, in web design, two important factors help attract more qualified buyers to your site which helps to leverage your marketing investment. These factors are: branding and original content. Branding involves presenting a unified image of your company through the careful, highly structured and leveraged use of identifying and associated company information. That information includes the company name and logo, product line or service structure, approach to customer service, and the quality of services offered -- all of which culminate in a buyer’s perception of your overall business personality, structure and dependability. All of this, of course, is intended to further consumer trust and loyalty. You want to present your brand in a strong and positive light throughout your website, establishing an irrefutable tone of ownership and accountability. Original content refers to what kind of information you present on your website. For example, auto manufacturers supply information unique to their brand, such as comparison tables of features and specifications. A retail store selling natural health care products may provide ingredient information, whereas a competitor may provide information on manufacturing processes or research data. In this information and technology age people shopping on-line are pursuing authentic, accurate information and convenience. Structure your site accordingly and you're far more likely to win repeat business. Keeping up with this demand, however, can bring new challenges. Chris Dobbins, Director of Rofintug (Roaring Fork Internet Users Group -- the first provider to bring internet services to the Roaring Fork valley) has, in his eight years with the non-profit group, seen technology evolve and place new demands on businesses and infrastructure: “Things continue to move quickly,” he says, “and high speed internet is now taking over dial-up in the demand for services. This makes doing business on-line faster and easier, but it’s a challenge for people to keep up – and for some, to even get started. My vision for Rofintug is to eventually provide help-desk services which encourage people to call or walk in ‘off the street’, present their particular technology problem and resolve it so they can get moving finding solutions and implementing new tools quickly.” When asked how the internet can uniquely aid a business in its marketing approach, Chris notes that it can offer particular benefits, but cautions that it requires special considerations to help it reach its full potential. “I think a website is an important part of an overall marketing approach, and it can give a business a certain level of credibility; but, you still have to promote it yourself, otherwise, it’s lost in a sea of other websites. You have to get your web address out there so people can find it.” Meeting that challenge can be a daunting and demanding task. For all the incredible opportunities a website can provide, it can do nothing for your business if no one knows about it, therefore, it is essential to promote it. Following are four powerful ways to drive more traffic to your site. 4 Keys to Promoting Your Website Search Engines - Search engines used to be taken for granted when the web was sparsely populated, but with ever increasing business ventures taking over the digital frontier, prime placement has become difficult to secure. Typing a keyword into a search engine may produce hundreds, even thousands of listings, and it's now commonly known that shoppers generally prefer to browse within only the first page or two of listings returned, particularly if doing so offers the results they are looking for. That makes competitive placement within a search engine highly coveted. This of course, often gives a great advantage to large companies with fat advertising budgets. If your competitors aren't among the Fortune 1000, you may have a shot at affordable placement, which could pay off. However, there are three primary ways to help increase your chances at prime placement, even without buying your way to the top (though it should be noted, the big dogs use these techniques, too.) Optimized Web Content - optimizing your web presence involves 'behind-the-scenes' encoded aspects of your pages (like title pages, etc) as well as content considerations. The three areas below deserve astute attention.
There are on-line services available (some charge a fee, others don't) which offer to register (or list) your website with various search engines. Directories - When it comes to promoting a website, one advantage of an on-line directory is that shoppers are only a click away from finding your website since they are already on-line and that much closer to making a buying decision. Even without a website, a great way to gain exposure is through an on-line profile or even a simple line listing with an on-line directory. Unfortunately, however, many directories are limited in their reach - that is, they may offer you a means of promotion, but then fail to adequately promote themselves, or do so only within a specific area, which limits everyone's exposure. This is usually because many directories serve only targeted markets while others serve broad, national markets. Deciding which is best for you will depend upon who you wish to reach. Some directories serve as 'portals' or entryways into a select group representing a single categorical listing -- sites specifically related to art, for example. Be aware that many on-line directories charge a premium for top positioning - that is, where potential customers will find you in a search of the directory. Even with 'paid placement', you still may be unable to reserve high placement because of your geographical location, size of your business or other listing policy limitations. Other directories may list your business by category, but you may be required to pay a premium for multiple categorical inclusion. Remember that well-written content and other optimization enhancements can also increase your placement opportunities. Networks – Affiliate your website with newsgroups, webrings, and other inner circle styled out-reach methods. This includes reciprocal linking. Cross Promote - Cross promotion is a technique which involves using one form of advertising to solicit a customer to engage with another form of advertising. This can produce a double or triple-whammy effect in building your brand. For example: a popular cooking network uses cross promotion on nearly every episode of every show by encouraging viewers to visit their website in order to secure a particular recipe. This makes for better, more entertaining television by eliminating the tedium of televising written recipes. It's also a fantastic way to bring the television audience into another realm of promotion - one far better tailored to tracking demographics and enhancing personal connection. Once there, a viewer - turned web visitor - can look for a specific recipe, search a database of other recipes, and even build a 'favorites' list. List your web address on all collateral materials and advertising including radio, television, stationary and business cards. You might like to capitalize on the low cost of electronic marketing by creating an E-campaign, such as an electronic invitation or a PDF presentation. It has been estimated, however, that up to 80% of e-mails are unwanted. You don't want to be regarded as someone heedless of other's wishes. Respect your market base and contact only those who wish to participate in such a campaign. Offering special incentives to an existing customer or subscriber base is one way to make it worth their while to view your advertising. Who Should Have a Website? All businesses, but especially small businesses with a very small margin of investment in marketing and advertising, can benefit from a web presence. The web offers a unique means of leveling the field when it comes to market exposure. Again and again, I've seen tiny companies outshine international brands when it comes to getting content and presentation right. Here's a partial, but by no means exhaustive list of those who can benefit from a properly executed web presence: actors, musicians, graphic and performance artists, writers, handymen, caterers, mechanics, restauranteurs - bakeries, cafe's, crafters - woodworkers, metallurgists, quilters, tailors, instructors - tutors, speakers, interior decorators, guides and outfitters, daycare providers - seriously, just add your name here . The basics of any website can be tailored to reflect the unique values, personality and core mission of your business. Make Your Website Pay for Itself Often, because of the modest cost in purchasing a domain name and subscribing to a hosting service, a business site will pay for itself many times over when compared to other forms of advertising spending. But, there are still ways to generate additional income beyond sales. Here are two of the most popular: Implement Advertising: Some websites, even small ones, sponsor ads. By providing highly focused content, you make it more attractive for advertisers to place ads on your site because you’ve done the difficult work of attracting a highly tuned audience which can make an advertiser's investment more strategic. This, in fact, is a global trend which is dramatically reshaping the world of marketing and advertising. Never before has there been an opportunity to seize upon such a refined and harmonious blend of strategy, availability and affordability which today's evolving internet represents. Implement Subscription Services: You can choose to offer premium content available only to paid subscribers. Such content can be completely exclusive or simply expanded versions of research, newsletters, promotions or other highly valued information. Attracting advertisers and encouraging subscribers are great ways to generate income from your site, but how can you encourage greater participation? 12 Simple Ways to Make Your site More Attractive and Encourage Repeat Visits
Monitor Your Site's Effectiveness Like all marketing and advertising ventures, they work best when they are tracked, measured and modified based on gathered information. Track statistics: many servers offer a tracking method – a way of counting visitors to your site – and even ways to track individual pages, days, browsers, and even who visited (especially if you require a password for access to certain content). You can more closely manage who is visiting your site by requesting sign-in protocol. This helps you to collect data regarding who is using your site so, ideally, you can continue to modify and enhance your website to better meet the needs of those who support it. Maintaining Your Site Once your website is built and on-line, you'll want to maintain it. For busy entrepreneurs, this can be a challenge requiring extensive resources of time, money and technological know-how. The public, however, expects sites which offer information to remain timely and relevant. Sites which offer products must keep up with revolving inventory and changes to prices and shipping charges. Depending on your company, you may need to update your policies and services selection. When designing your site, determine how much time you wish to devote to maintaining its copy, data and graphic content. Avoiding Common Design Pitfalls Software and Hosting Services - There are many web editing software programs available which match your level of experience and offer features ranging from basic to complex. And, of course, after you've built your site you'll need to have it hosted. There are small and large hosting companies, nearly all of which charge a monthly fee (you can also get a free site, along with free e-mail, but this will not promote a professional image). Make sure your web hosting service provider will accept the software program you've selected to build your site with, since some hosts are only compatible with certain programs or certain versions of those programs. Fortunately, many hosts are now offering their own versions of web editing software - most of which tend to be quite user friendly and based on templates. Currently, many of these programs are limited in their more advanced options, such as shopping cart features, forms and database management, but, that is rapidly changing. It should be noted that although a template is convenient, an original layout and design will enhance a professional image - after all, templates are available to everyone... including your competitor. A website should ideally echo your brand, including color scheme and other integrated elements of design. Browsers – People surf the web using different browsers: Explorer or Netscape, for example. Because some browsers use proprietary protocol to recognize design elements on any given website, some design technology (like all technology) is still evolutionary, can be exclusive, and therefore raise compatibility issues. Frames and style sheets are two examples. There is, however, a movement to standardize the web viewing experience which, in the future, may help curtail discrepancies between what one viewer sees on your site, vs. what another viewer sees using a different browser. Once you've built your site, do a test run to make sure its viewability and functionality meet all your objectives. Graphics – Graphics are wonderful and, I believe, essential elements of any website. Not only are they an aesthetic design addition, they serve a practical purpose as well, in 1) providing visual context, 2) allowing for shorter text by providing the opportunity to caption, and, 3) reducing reading fatigue. Make sure they are of a low enough resolution to download quickly, but high enough to show clearly. Pictures conveying small text are best avoided because of the high resolution needed to convey the accurate readability. The '.gif' format is best for simple drawings with few colors. '.jpg' or '.jpeg' is best for photos. Keep the look of your site clean and orderly. The use of garish, flashy, offensive, or distracting graphic elements is risky and best avoided. Use graphics - photos or illustrations - to enhance the viewability of your site and alleviate monotony, but make sure they are relevant, interesting and complimentary to your overall layout. Resolution settings on different monitors used to view your website can introduce inconsistencies (like tiny, compact graphics, vs. large, less crisp graphics), so test your site using a range of visual preferences your visitors could impose. Bandwidth - Many websites start out underestimating their need for bandwidth. Depending on how much traffic your site generates, you may have to upgrade your bandwidth. Make sure your hosting package is scalable to meet increased demand. Advertising - Your website is a great medium through which you can reach many people; but, like any medium, it should be approached with respect to its capacity and limitations. Advertising copy should be tailored to the web, and avoid cluttered, confusing, vague presentation. Get attention with graphics, short, specific headlines and brief copy, which is informative but focused and to the point. Offer linked, lengthier text options for those who wish to uncover more information in greater depth. Entertainment is often appreciated by viewers, but be careful not to stray too far out of context. Keep your content tightly relevant to the purpose of your site. Interactive Elements - Because of the public's infatuation with interactive elements, it's worth spending a little more time delving into their particular grab-bag of pitfalls. Interactive elements are driven by the human need to connect, and have therefore spurred the evolution of "social networking" on-line. Still red-hot and evolving, like lava flows in Hawaii, the creative means through which people reach beyond their monitors and across the web are seemingly endless. This naturally compliments the nature of information sharing on the internet; and, for a business, such features can help build brand by encouraging repeat visits, and are therefore driving the trend toward on-line advertising. Interactive elements, such as blogs, surveys, contests, games, streaming video and audio are those which compel your visitors to personally engage with your site. Because these elements can gather demographic information, increase the numbers of hits to a site and increase visitation time, more than a few web designers are depending upon them to contribute to what looks like an attractive bottom line in terms of how many people view your site, how long they stay and how often they return. This can be misleading, however, particularly for an e-commerce site, when you are looking for hard data specifics on how well your site design meets certain sales and other objectives. Many interactive elements are free, but offer additional or enhanced services for a fee. While these types of elements offer some interesting ways of enhancing your site and contributing to it's interactivity, be wary of their use and over-use. For all the benefits they can offer, it is easy to become enamored with such features, as more and more make their debut and promise better, more enticing features than a competitor's version introduced last week. The risk you run here is being lured into someone's latest "dot com" rush, before the product can be fully developed and therefore reach its full potential. Software companies normally invest a great deal in product development and testing (though the rate of development often seems to outstrip the investment in sound design and functionality - as the latest round of "bug" fixes and patches to your software will tell). Companies that develop software features for use with internet sites often promote their site through paid advertising and subscriptions for premium services. What does this mean? It means you can unwittingly nosedive into the latest, poorly developed competition-driven electronic quagmire, loading your site with three or four "Fun", "Interactive" and "Cool" features to entertain or enlighten your visitors, only to discover they don't work quite as well as promised, or only with certain browsers, or only with complicated accompanying (and proprietary) downloads, which also may only work with certain browsers "once you get this great plug-in or this 'patch' to fix this bug." You get the picture. Further, you could discover, tomorrow, a competitor promising even more juicy goodness - so you'll need to switch over to them - until the next day when you'll be searching for or find yourself lured by yet another. All this dysfunction can chain you to web maintenance and frustrate not only you but, more importantly, your visitors; and, if you constantly switch or even "upgrade" to the latest free element, you can overwhelm and confuse your visitors by introducing a whole new set of interactive protocol and, with it, a learning curve. Besides all this - as if that weren't enough - you can distract them from their real goal of visiting your site. Interactive elements may seem like a good idea to keep visitors hanging around, and it will look good when you present raw data in terms of how much time your site hangs on to a visitor, but what kind of value does it offer in meeting your true objective? Too much clutter disguised as interactivity can be counter-productive, so plan accordingly. If you want to use some of these elements, choose those which are relevant to your product or service and can, therefore, genuinely enhance your website. Likewise, treat them as accessories to your main content focus, presenting them in a peripheral manner to reduce distraction (don't make them the focus of your site - unless, of course, the focus of your site is to engage in these elements). Last, opt for the premium upgrade to offer your customers more reliability and reduce the opportunity for frustration. PS, links can be considered an interactive element, and while perennially popular, they can quickly slip into obscurity. Few things frustrate a visitor like clicking on a broken link and going nowhere simply because the site it connects to has moved or is no longer in operation. Check the integrity of your links often (in some design software, this is an automated function). Don't get snookered - In the face of emerging technology, one can easily fall prey to unscrupulous 'web developers' who promise the moon, buoyed on hype and cloaked in a pile of bull feathers. Don't let a potentially frustrating experience and failed effort culminate in a fat bill to boot. Know what you're getting into, shop around and ask to view sites created by any potential developer. "Test drive" the examples, and see if you like the navigation, look and feel of the site. Building a basic website really is a pretty simple affair and made increasingly so by servers who have a vested interest in bringing you on-board with your website. That's why, if you're interested in investigating your options, talking to your current server is a good place to begin collecting information. Chances are they already offer a hosting package and simple, built-in, site-developing software. Comparison shopping, however, could invite even greater options and cost-savings. Remember building and maintaining your site is only 1/3 of the challenge. Ensuring its navigation, content and overall efficiency are optimized; and, developing and implementing a strong promotional strategy are the other aspects you must address. Building your own site is likely more within your means then you are aware, but, of course, knowing your limitations and when to bring in a professional can make or break your effort. Why a website? The better question is, why not? Because of new and ongoing innovations in digital information technology, there’s never been a better time to jump into the web. Even land lines have become optional equipment, and the world wide web has become accessible in multiple formats like: PC's, laptops, handhelds and mobile phones. This puts the internet in more hands than ever before; and, because of its convenience, low cost, broad base of availability and depth and diversity of information, many people turn first to the internet when searching for resources and information. Many chain hotels offer some type of internet connection which makes getting to know a local community that much easier and attractive to vacationers and business travelers. It's estimated that, by 2010, one-half the Earth's population will have access to the internet through a mobile device. And this is driving the rush for on-line advertising. It's anticipated that, for the first time and on volume, internet ads will beat out radio this year. Advertisers recognize this trend and are devoting more and more of their advertising budgets to on-line media. Newspapers, too, are boldly advancing into digital territories to hang on to their market shares. A recent Poynter study found that contrary to popularly held beliefs, readers of on-line news content actually complete more articles then readers of traditional print media. This strongly suggests that on-line audiences are looking for specific information and are accustomed to finding it in a specific format. All this connectivity comes with a price, however. With folks browsing the internet in cafe's, in the office and at home, viewers are increasingly subjected to device incompatibility experienced between browsers and mobile devices. As a means of addressing this conundrum, there is now a new web extension: the '.mobi', which prescribes certain formatting standards in order to increase website vieawabilty across various device platforms. This is good news when you're looking to engage the greatest number of potential viewers and want them to get the most out of your e-commerce website. Of course, simply complying with prescribed standards could still help you get the most out of your .com site without building a second site, or converting to the new .mobi extension. The Web and Potential Customers Await... All of this points to one thing: Not if you should have a website, but how you can make the one you should already have better. Recognizing current trends in both technology and customer buying behavior boldly empowers you to make better use of everything the web (and your spectacular website on it) has to offer. Though the technical jargon used to describe aspects of the internet can be daunting to many new to the subject, don't let the unknown intimidate you into immobility. As a marketing tool, the rewards of a website - even the simplest site, properly designed and promoted - can be exponential... and the cost, relatively insignificant. Since its inception and evolution as a tool of commerce and information, the web remains one of the greatest, yet - because of technological misconception - least exploited marketing assets of small business. So what are you waiting for? If you don't already have one - jump on board! And if you do have one, it's time to trick it out and turn up your profits! Glossary bandwidth - the amount of space consumed by each visitor to a website. Websites without sufficient bandwidth to handle the traffic flow can 'crash' or become unusable during times of high flow. blog - short for 'web log', this tends to be a written on-line diary. For example, many celebrities are using this feature to encourage fans to visit their websites by providing some sense of authentic interactivity. browser - computer software used to navigate the internet. Two of the most popular are Explorer and Netscape. content - refers to the verbiage, data and graphic content of a website. conversion rate - (click through) how deep a visitor gets into your site via your navigational structure toward a measurable end goal, such as a purchase, request for catalog, etc. domain / domain name / domain address / web address / URL - this is the name you select for your website: for example, "www.mywebsite.com". A domain name can be purchased and registered through one of many different companies which offer such services. e-commerce - a term used to describe the commercial exchange of goods, services and information via the internet. e-mail - an electronic means of written communication, usually with the capability of sending attached graphics and documentation. Adding an e-mail address to your website can encourage and expedite customer contact. frames - used to visually divide a webpage into smaller segments, each independently navigable. graphic formats: there are two common types of graphic formats used on the web: these are .gif / .jpg / .jpeg. You can see them used in this example of a file name associated with a graphic: "applebasket.jpg" host / server - a company or individual who offers to host, sponsor, or otherwise make accessible to the public, your website, usually for a fee. hyperlink / link - a 'URL' or web address which consists of a domain name preceded by www. It can also be configured as an internal link, and is, therefore, a clickable jump-off point to another webpage within the same site, or to another website altogether. land lines - traditional phone lines. meta tags - a means of optimizing a website for enhanced search engine performance by providing searchable words within the html code (html code is the part of your website you don't see which is converted to visual text and other effects). Meta tags include keywords, keyword phrases, titles and descriptions. optimization / SEO (SEM) - Search Engine Optimization (Search Engine Marketing) - A means of making a website highly relevant to searchers and search engines by maximizing the efficiency of copy, graphics and navigational structure, in order to help a website gain higher positioning in search engine results. platform - the internal hardware and software configurations of a specific device which enables it to interface or work together with other devices. reciprocal linking - many websites offer a 'links' or 'resources' page which offers links to other websites. If you offer to place a link on your site promoting another site, the other websites will often reciprocate by placing a link to your website on their links page. resolution - measured in 'pixels per inch' or 'ppi' this refers to how viewable your graphic image is. For viewing through a computer monitor, resolutions of 72 to 150 will often suffice - though other physical parameters used in optimization could influence the end result. scalable - able to increase or decrease in size according to demand placed upon a system. search engine - an on-line directory which points visitors to a site based on entered, searchable criteria. Some of the more popular ones are: Google; Yahoo; Jeeves; AltaVista; and, Dogpile (which represents a collection of search engines). social networking - a broad term which refers to a number of methods devised to connect people through the internet. In old-school, real world terms, this equates to attending a company meeting, hanging around the water cooler, or chatting on the phone. The web equivalents are forums, bulletin boards, blogs, chat rooms, picture posting sites, etc... SPAM - unwanted electronic solicitation usually in the form of e-mail. But the term also applies to the overuse of any one "trick" or tactic with the intent to increase website ranking position with search engines. tracking - as it relates to a website, it is a means of gathering statistical data relative to site visitors (hits), page views, length of time viewing pages, and other important information. web / net / internet - the vast, world-wide electronic collection of data presented in the form of websites. Some websites are privately owned [.com], others are operated by non-profit organizations [.org], the government [.gov], or by educational institutions [.edu]. A specific extension, (.org) for example, is no guarantee of the ownership or intent of any website. It is simply a categorical device. webbie / surfer - someone who navigates the internet searching for resources. To surf the web is to look for information by searching for relevant websites. web editing software - software used to design a website. "WYSIWYG" (pronounced wiz-e-wig) is a term you may come across which is an acronym for "What You See Is What You Get". WYSIWYG editing programs are usually far more user friendly and require less or no knowledge of 'html' (computer code). web page - a single page on a website. webrings - these are groups of websites that share a common theme, (holistic health, for instance) and they are usually managed by a volunteer who maintains link viability and assists those wishing to join with placement within the ring. The ring is simply a method of connecting each site via links, to complete a loop and encourage those searching for more information to visit, site-to-site, within the 'ring' or member group. website / site - a collection of web pages which fit within a navigational structure, are posted via a server/web hosting service, and are available to view over the internet. WYSIWYG: [pronounced: whiz-e-wig] An acronym for "what you see is what you get". This is a term which describes the visual nature of some web-editing software, verses the more abstract 'html' code-based applications of other kinds of software. Many of the server-based in-house web editing software are WYSIWYG in nature, making it much easier and intuitive for the do-it-yourselfer or novice with little or no web editing knowledge to build a website. Resources
http://thomas.loc.gov/ Rofintug (Roaring
Fork Users Group) Master Visually -
Web Design |
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Fifteen Minutes With Bob Harris: Owner, Blazing Adventures |
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Meet Bob Harris, Owner of Blazing Adventures In 1973, Bob, a newly graduated biologist, and his wife, Laurie, left California in their V.W. bus heading for South America. Deciding on a whim to see Colorado beforehand, he and Laurie drove straight to the heart of the Rockies, and like so many visitors captivated by the wild beauty of the Aspen area, found every reason to stay and call it home. |
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"A Blazing Adventures Raft Drops Slaughter House Falls" |
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Meet Bob Harris, Owner of Blazing Adventures In 1973, Bob, a newly graduated biologist, and his wife, Laurie, left California in their V.W. bus heading for South America. Deciding on a whim to see Colorado beforehand, he and Laurie drove straight to the heart of the Rockies, and like so many visitors captivated by the wild beauty of the Aspen area, found every reason to stay and call it home. With no background in rafting or other outdoor recreational pursuits, Bob and Laurie hired on as employees with the Snowmass Resort Association. After working their way into management a short time later, they bought the rafting Division in 1978 and began their own company, Blazing Adventures. Nearly thirty years later, and offering one-of-a-kind adventure packages including rafting, hiking, jeeping, fishing and hot-air ballooning, Bob talks about how he and Laurie continue to refine their business while cultivating the differences that make Blazing Adventures a defining Colorado excursion guests return to enjoy again and again. AIMS: How has Blazing Adventures undergone change in the nearly thirty years since it began? BOB: “We started out primarily offering rafting trips, and rafting is still our cornerstone, but, in the eighties we expanded our operations into hiking, jeep and bicycle tours. That’s around the same time we also began hosting more group related events. AIMS: What sets Blazing Adventures apart from competitors? BOB: “Several things. First, the longevity of our employees really sets us apart in the services we offer. Although we have new guides who come in every year, we also have a very good retention rate with our other guides. We have employees who have been with us for ten and fifteen years. Second, while we respond to our client’s desires for new and different programs, we preserve those that are the most popular. That equates to a very valuable aspect in the hospitality trade – continuity. We enjoy the return of guests time and again because they can rely on enjoying the same great experience again and again. We hire, train and work to retain the best guides, and that ensures a more reliable experience for our guests. The breadth of our business also sets us apart. The kinds of programs we offer and the way we offer them offers guests more integrated and sustained participation. When people book with us, they might raft in the morning and then have a sunset dinner with some of the same people they toured with earlier.” “I’m in the guide business, but I’m also in the ‘showing people a good time’ business, and that’s something we stress and look for in the guides we bring into the business. Because a lot of our guides are seasonal, and many are also ski instructors, a guest might see our guides on the river in the summer, then see them again on the slopes in the winter. Because of the great experience they had over the summer, they will remember our guide, stop by, say hello and relive some fun memories. That reinforces a unique and positive relationship.” AIMS: What inspired you to buy the business back in ’78? BOB: “Laurie and I already knew the business inside and out. It was, and continues to be, a natural fit with our active, outdoor lifestyles.” AIMS: Who is your market, and how do you uniquely serve them? BOB: “We serve tourists, and specifically, those who come to Aspen. Many of these visitors are national and international. They tend to book as corporate or incentive groups, integrating us into their itinerary. We’ve hosted governors, poets, medical supply vendors – the list is a long and varied one.” “Aspen is a little different now than it used to be. Years ago, Andy Stone (of the Aspen Times) observed that tourists tended to visit Aspen while ‘leaving their baggage at home’. You know, they came to town to do what locals here in town did. More and more, people now come to Aspen to be a part of it on their terms. So, a lot of Aspen businesses cater to that. If you’re strictly a business person, you tend to do what you believe the public wants -- and you don’t do what you think the public doesn’t want. I’m not a business man. I mean, I’m not going to try to sell ‘blue’ if the season’s color is ‘yellow’; but, we cater to our guests a little differently. I think Aspen is a great product and I think the history here is still a great product. I assume that we offer a great product that a tourist will want to experience as a part of the ‘ Aspen ’ package. We try to share with our guests, who otherwise might only associate Aspen with celebrity glitz, a little of what we think makes Aspen special -- that is, the unique history and natural beauty of the area.” AIMS: As an advertising medium, the internet is uniquely capable of reaching beyond, but also including local markets. You have a website, and on it you provide a significant amount of photos and relevant information. How has the internet been useful in strengthening or broadening your marketing approach? BOB: “The internet is another arrow in my quiver, so to speak, and I think it’s a necessary one. I mean, it seems like everyone has a website these days. People are using them to shop with, and they expect to encounter them. Even though the internet can seem distant, and our business is very personal, you have to meet the needs of a changing market or be left behind.” “Most of our guests who visit our site have already been booked as a part of a group by a corporate or equivalent event coordinator who contacts us and works out the details on their behalf. Our site, then, is useful in providing information to our guests on the various programs we offer, so each guest can go in and read a description of each event and be more involved in selecting a program that is right for them.” AIMS: Over the years, since you launched Blazing Adventures, you’ve doubtless seen marketing methods and technologies come and go. Some business owners are reluctant to invest in or even investigate new technologies. As internet technology became increasingly available, how did you react to it? Did you resist it or embrace it? BOB: “Well, my brother is a professor at Berkley , so he was all over it and couldn’t believe I wasn’t already on-board. I like to tinker will all sorts of stuff. In the beginning of the business, I fixed the engines on the trucks and messed with a lot of aspects of the business that we now have others do. So, I wasn’t really intimidated by it. I just started looking into its potential and realized it could do some useful things for the business. We’ve always been leading edge in implementing technology to make the business more efficient. Our group services division saw a need for more efficient operations when it came to disseminating information, and the internet is a very efficient and cost-effective way to do that. So, I grabbed it. Now, I’m one of those guys who drives everyone in the office crazy because when a new version of Windows comes out, I have to have it.” AIMS: As you’ve realized the usability of your website, has it become more tailored as a marketing tool? BOB: “Yes, it’s evolved. Because the use of the internet is so pervasive a shopping tool, we are redesigning the site to now include on-line booking. In bringing this feature on-board, we hope to capture those simply browsing and encourage those already coming to Aspen to check us out and book an adventure.” “As a culture, we continue to find new ways to make the web a better tool for things we do everyday, so our relationship with computers continues to change. It’s becoming more personal. It’s ironic that, in a bassackwards way, you can use a software program to personalize your business. So, we’re also using our site to bring the personality of our business to the people, to show and talk about our company in ways we couldn’t do over the phone. In our re-design, we’re incorporating profiles of our guides on our site. This way, before they ever arrive, guests can feel like they’ve already gotten to know their guide a little.” AIMS: Have you enjoyed any unexpected benefits of the site? BOB: “Even though we’ve had the site for while now, we continue to see benefits. For instance, guides who are out there looking for employment come across our site and determine for themselves if they might be a good fit with our company. So, it helps in the hiring process.” AIMS: What’s on the horizon for Blazing Adventures? BOB: “More adventure! The nature of what we do -- it challenges you, and people like to be challenged. Clients want more adventurous trips. Back in the 70’s we didn’t run the Shoshone Rapids, then we started running class three and four. For a lot of people, that kind of risk exceeds their capacity, but there is a niche market out there of people who can handle it and want it. So we’re looking to include more individualized trips, which, again, we’ll integrate into our on-line booking feature.” AIMS: The setting is stunning, the job is tough but fun, you still do some of the guiding yourself and clearly enjoy working with your guests. What is the one thing about your years in this business that has been the most rewarding? BOB: “Working with young people. I was young when I started, and I love the creativity and new perspectives they can bring to the mix.” AIMS: Reflecting over all you’ve done and continue to do, what is your personal definition of success? BOB: “We all like making money -- sending our kids to college -- and it’s easy to underestimate that; but, I get more immediate satisfaction when someone says, ‘I love this, your guide was so great…’. When I get that out of the blue -- when someone comes up to me and they are all smiles because of a great experience they had with us, I know that all my efforts have trickled down and mean something to someone. I’ve seen lots of marriages and relationships come from this business, and working with a great team, great guests -- it’s like family. You cater to many of the same guests year after year. When people are happy about coming to work, and the people they are working with are happy – that makes happy clients, and you know… that’s pretty great.” Bob’s personal passion in delivering unique experiences to those looking to come away from Colorado with a once-in-a-lifetime memory is sharply reflected in his approach to marketing his business. By adopting and integrating evolving technologies, such as use of the internet as a tool for outreach and booking, he and Laurie have worked to not only make their outdoor adventure business more efficient but also more accessible to global markets – helping to define their personal brand of hospitality as quintessentially Colorado. |
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Five Fast Pathways to E-Commerce
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MARKET SHOT |
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CONTENT CONTENT CONTENT! Increased speed in
internet access and an increase in search efficiency has helped ensure that
visitors get exactly the content they are looking for when they search on-line.
This increases the chances of a visitor spending more time on a particular site - like
yours!
Content is a vital aspect of any website's
allure and longevity, and it has tremendous potential to enhance sales! |
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This feature encourages subscribers to write in and ask a marketing question. Only registered subscribers receive the 'submit a question' format (subscribe today!) Three questions, which reflect topics of interest to subscribers, will be selected and posted anonymously together with responses in the next edition. The automated questionnaire, below, will not appear in archived editions, but all posted questions and answers will. AIMS reserves the right to edit any questions for clarity and/or brevity. Have a marketing question? Ask AIMS! |
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Q I've been in business a few years and hate to admit I've resisted getting a website. Ordinarily, I'm up to speed on all the conventional marketing methods, but technology as a whole moves too fast for me to keep up. I'm too busy running my business! I know it's a good thing, but can't seem to get started. How can I make that first move. And once I do, how in the world will I keep up with it?
Okay, good news and bad news. The bad news
first: technology does move very fast, and it's getting faster. So fast
in fact, that incompatibility will probably cause everything to implode sooner
or later, but until that blessed day arrives, you and I must struggle with
continual upgrades, patches and engineered obsolescence. The so-so news:
You can hire people to keep you up to speed - expensive yes, plus, do you ever
really know what's going on and whether you are getting ripped off? The good
news (finally): It's never too late to jump in and learn something new. In fact,
you'll get today's baseline with a little contextual retrospective. Keeping up
with constant innovation, however, is another matter. Hopefully, the article and
"Fast Five" list above can help you gat a handle on getting started. One of my
favorite web sites to visit for cursory overviews on a wide array of subjects is howstuffworks.com.
(Please see the article above for another of my favorite print resources). |
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Q. I run a Bed and Breakfast and am considering putting up a webpage, which I plan to build myself. Do you have any suggestions on what I should include? Congratulations on taking the plunge! A Bed and Breakfast is a particularly great candidate for a website. Why? Because a lot of potential guests are surfing the internet right now looking for places to stay in Colorado. Having a website fully outfitted with the kinds of information tourists hope to find increases your chances of capturing customers from this unseen, but powerful market. Presuming that you'll dedicate a specific page to each aspect, here are some of the primary aspects I would include: Home page - include a photo of the area which includes your business (appearance and surrounding area is an important consideration and first impression-maker for those looking for lodging.) You may also wish to include a photo of the common room; perhaps a focal point (such as a porch swing); and a photo of you as the owner(s) on this page as well. You want to create an inviting sense of hospitality right on your home page, as if you are there to personally greet your guests even when they are only browsing and comparing options. Area Attractions - this is a tremendous opportunity to build a sense of destination and participation with your potential guests. Provide popular and 'off-the-beaten-path' options with contact information, directions and other relevant and timely info - though you should note that the info is subject to change and visitors should check with the attractions themselves for the most up-to-date information. This kind of feature offers you a fantastic opportunity to partner with area attractions - like miniature golf courses, packaged tours, etc... to help promote both interests. For example: you can arrange to offer a free child's meal or discount stay, and the golf course could offer a free child's pass. Rooms - always include photos and descriptions of each room. Pricing Policy and Other Fees Menu and Dining Policy - include a photo of a typical meal on the table - travelers tend to get excited about a hearty breakfast and a 'comforts-of-home' dinner. Reservation / Help Desk Feature - combined together with or separately from a Contact Us page Map / FAQ (frequently asked questions) / Recommended Items to bring on your excursion A page offering Testimonials of satisfied guests would also be a useful inclusion. Remember - if you want to include photos of guests, ask their permission and obtain a waiver before posting them on-line, so as to avoid invading their privacy. Happy guests are often happy to comply, and you may wish to provide a free meal or other incentive for their assistance. Good luck! |
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Q. I produce the newsletter for our local grower's co-op and seem to have taken on the task of 'communication manager'. We have a website, but it has just sat there for several months. I'd like to switch the newsletter from an e-mail format to a web-based format. Any suggestions on doing that? Great idea! You already have a site, now all you have to do is build it out and add your newsletter. I'll use the Native Wave as an on-line newsletter example, which has its own page within the AIMS website. Placing the newsletter on the website, within its own page, allows greater visual and design enhancement which is very important for a text-heavy publication. It also provides a way to track how many times that particular page is visited. When the new issue is available, I send out an e-mail reminder to subscribers and all they have to do is click a provided link to access the newsletter. One advantage of this type of distribution is that it brings visitors into the website, and another is that it allows for easier archiving of past issues, which is an attractive feature for new subscribers. Besides an electronic platform for your newsletter, I can't help but suggest you also use your site to point to members, present pictures of your beautiful produce, share retail or farmer's market locations, and perhaps even put up a forum for members to share important grower's information. The potential is there for your site to be a convenient tool for your members and promote your organization to whole new markets. |
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The Native Wave - Spring / Summer 2007 Edition © Lisa Bracken, 2007. All rights reserved.
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