Three activities of the Sales and Marketing cycle to consider when developing your online presence include:
To raise awareness of your company and its product/service(s) online you need to establish a presence online (website, email, e-market) and then market that presence online. An e-market is a
virtual B2B trading platform that brings buyers and sellers together.
For further reading and to access a directory of e-markets classified by industry and country, visit www.emarketservices.com.
Build a website
A website can cost varying levels depending on the functionality you require. Do you want a website listing basic company and product/service information, do you require a database driven
catalogue, and do you require online transaction facilities?
Be sure to understand why you are building the site (to grow brand awareness, increase sales, decrease costs, provide customer service), how it fits with your total business and the return on
investment (ROI) you expect to achieve.
For around A$3,000 you can get a website with a dynamic, searchable product catalogue, shopping cart, integration with a payment gateway, and a customer registration facility.
If you already have an established website, another option could include adding webpages within your established website, that provides bi-lingual information. Information regarding your offering
For markets where your language is not the main language, translating key pages (home page, product/service information, contact details) into the language of the user can enhance user
utility and support proper search engine indexing.
Use a ‘human’ translator, as accuracy and cultural understanding is critical.
For companies that can help you build a website or assist you develop a bi-lingual digital strategy, contact firstname.lastname@example.org or call 02 8005 7471
Register a domain name
You will need to register a domain name. A domain name is an address for your website on the internet. Generally businesses wishing to market themselves in Australia choose a domain name ending
in .au, while those operating in other countries use country specific domain names such as .sg for Singapore.
The publication Staking your claim on the Web is a good resource regarding domain name management. Visit www.dbcde.gov.au, in the search field type ‘Staking your claim on the
Web’ to bring up this publication. .