EXPERT OPINION

Wondering if a great Web site is really that important to your business? Whether you own a boutique or a popular chain, the answer is undoubtedly yes. Now that everyone from grandmas to tykes know how to not only surf the Web but Google for store information, pricing and other pertinent shopping info, it's crucial to have a Web site that is as inviting and user-friendly as your own storefront. “With your Web site, it’s not so much about updating content,” says Chris Finken of internet marketing firm OrangeSoda, Inc. “That’s the focus of Facebook and Twitter. It’s finding ways to make all of these elements work together that’s really effective.”

So, what should go on your Web site versus what should be committed to social media? “If it’s not e-commerce, a Web site is really a placeholder,” says Finken. “It should have your address, directions to your store, a phone number and an overview of your products. Your Web site is open 24/7, though your store is not. So when your store is closed, you know what kind of questions your customers will have. And those are the prevalent pieces of information to feature on your Web site.”

But that’s not all you should feature on your Web site. “If you have a promotion, such as the first five people who walk in and show you one of your own tweets on their phone get a 20 percent discount, you should post that on your Web site. But your Web site is not so much about updating content constantly, mind you. That’s what Facebook and Twitter are for.”

Of course, keeping up with Facebook and Twitter can seem like yet another “to-do” to add to your already lengthy list of duties. Finken suggests busy retailers find eager volunteers to do their tweeting and updating for them. “Rather than feeling overwhelmed, go to a local college or high school and ask if someone in a marketing class would like to do a social networking experiment. Every year there are students who are trying to apply marketing tactics to the Internet, and you’ll find a source of smart, free workers to improve your business.”

Once you find those smart, free worker bees, what should they be tweeting about? “If you sponsor the local football games and go to Chamber of Commerce events or if you have pizza parties and customer appreciation days, all of those events should be tweeted. It’s really about having the ability to spread the word about what you’re doing. You don’t have to tweet about a sale every hour, just every week or every month. You apply the exact same concept to Facebook as well.”

Don’t forget that social media and your Web site provide great ways to let customers know about your charitable activities. “Make your parking lot the drop off for a food bank. Take pictures and put them on your Web site, Twitter and Facebook to let people see them and know you care. Post a thank you message to the local National Guard for coming to pick up the food, too. These are the things business owners care about anyway, but forget to post.”

Also, don’t forget that your offline advertising and marketing should feed back to, yes, your Web site. “When you sponsor the local football game, make sure your billboards have your domain name,” says Finken. “In everything you do, even direct mail, take advantage of that opportunity to mention your Web site.”

Finally, don’t forget the most important element in staying in touch online with your customers. “Don’t take yourself too seriously,” Finken says. “Facebook and Twitter allow you to have fun with marketing, and it’s a nice way to let loose. You want to engage with your customers. If you find a link you’re interested in that has nothing to do with shoes, like a link to the world’s largest hamburger, go ahead and post that. It tells your customers that you’re a real person they can trust and that you’re nice.”

Chris Finken is co-founder and executive vice president of research and development at OrangeSoda, Inc., a company focused on helping small- to medium-sized businesses maximize their online marketing efforts through search engine optimization, paid search marketing and local business listings. Learn more about all the factors of search engine maximization at www.OrangeSoda.com.

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