Small Biz Bee: Technology, New Media, and Your Business

By Robert Tuchman

The 1990s are over. No longer do we exchange 800 numbers—now, only URLs. URLs are the 800 numbers of the 1900s. You have got to work through the Internet—there is no way to step on it or go around it.

You Need a Web Presence
The first step is to build a website for your company. Your website must display the concept of who you are to the external world—and it has to compel them to come inside.
When building a website, take advantage of those looking for jobs in our poor economy: hire a young, driven web designer who is looking for a shot at success. All you need is a clear sense of the image and feel you want your site to convey to said designer. Once the site is established, keep it updated and always look to improve it.

A well done website can make your five-cent lemonade stand look like Country Time. Emphasize the fact that you can offer better services than some of your competitors (who are probably extremely large, impersonal corporations).

Web Communication Strategy
Building a website is an absolute must—as you cannot be taken seriously without it—but it should not suck up all the energy and resources that you have. Today’s amazing capacity for communication makes extraordinary new things possible for you and your business.
If you concept is solid, your timing is right, and your commitment to your core idea is unshakeable, you can make big things happen with your website, and make them happen quickly. But as with any other communications medium available to your business—free or paid—the message has to be crafted carefully, the resources invested wisely, and the potential and actual payoff evaluated closely. (more)