“The publishers and others should quit worrying about losing customers to TV.” (What Raymond Chandler said about television in 1946)
“Groups are out. Four-piece groups with guitars particularly are finished.” (What Dick Rowe, Decca Recording Company executive, said about the Beatles in 1962)
“My business doesn’t need a website.” (What half of small business owners are still saying today.)
More than half actually. (INC Magazine)
It’s a mind-boggling statement to hear, especially for a marketer, who knows the power, importance, and value of owning your own company website.
Is it that small business owners believe the internet is just a passing fad or that it’s going to go away sometime soon?
Is it that they disagree with the statistics that 98% of all consumers start their search online?
Or maybe they believe that the cost of newspaper, radio, and print advertising offers a more favourable cost-per-impression, or conversion rate (which it most definitely does not! On either account.)
Or maybe it’s the cost? A professionally designed website can run anywhere from $3,000 to $10,000 for a small business. If the customer lifetime value (CLV) of a business is considerably low, then perhaps no marketing should be done at all to save costs! But then, this may not be such a good business to be in at all!
Small business owners are smart! Owning and operating a business is no easy task, so there has to be a reason that over half of all small business owners have chosen to forego a website.
The beauty is, that the reason so many small businesses have chosen to not have a website doesn’t really matter! (Unless you’re a behavioural psychologist that is.)
What matters is that half of your potential competition, isn’t really competition at all!
Because if you don’t exist online, you don’t exist.
So take comfort in knowing this, and take pride in your business and in sharing it with your customers, your local community, and worldwide, through your owned, controlled, and incredibly valuable marketing tool, your website.