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Small firms getting into web marketing should focus on a specific market to avoid disaster, one expert has emphasised.
Stephen Orr, owner of Web 4 Marketing, recently explained: "The more you can focus on a specific market the more effective your website is going to be.
"Lots of people naturally start by saying I want to do a bit of everything and pull in all customers and do whatever they want."
Mr Orr highlighted that this approach to web design and content can be a waste of time, ineffective and "a recipe for disaster".
This, he continued, is because "whatever you say on your website is not going to help" if youre not targeting the right people.
He concluded: "When people start to search on the web they want something specific and will go to people that offer the specific items that they are looking for."
According to government statistics, the proportion of online sales made by small companies is growing, while the percentage of such sales made by firms employing over 1000 people continues to fall.
In 2005 these large businesses accounted for £48 of every £100 sold online, in comparison to £59 in 2003.
There has been a huge increase in the use of web services by members of the public to search for products, particularly since the advent of broadband.
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