Taking your business online can expand your market well beyond Laval, Laurentians or Lanaudière, and the task doesn't have to be overwhelming. Here’s how to get started.

The Plan

When you first set out to market your business online, it’s important to do your research. Determine the purpose of your online presence. Do you simply need a descriptive, brochure-type site, or something more complex for promotional use or direct distribution? Look at your competitors’ websites. Which ones work well? Which have layouts that are easy and intuitive to navigate? Imagine being a client – what information and services would you be looking for in an online format?

Master of your Domain

A good domain name is your first strategic challenge. You want something that’s consistent with your brand, easy to spell and easy to remember. Keep in mind that on the web, your market isn’t just from Laval-West to Joliette, but potentially the whole world. Consider purchasing multiple extensions for the same name (i.e.; .com .ca .net). Be mindful of possible misspellings, so as not to lose intended traffic to your site. For continuity, it’s a good idea to register the same domain name across key social media networks.

The Team

Will you build the site yourself or hire outside help? For the DIY entrepreneur, there are plenty of options such as Squarespace, Wordpress, Shopify, Wix, etc., which provide turnkey templates and 24/7 support. By using a template you won’t have to write any code, and it’s quite cost-effective, but it can also be time-consuming. If you’d rather hire someone to build it, the least expensive option is a capable student, followed by a freelance web developer/designer, and finally a web design agency. But ask how much it will cost for them to make updates too. If you’ll be updating it yourself, find out what tools or training you may need.

Other important additions to your team may be copywriters and/or photographers, unless you’re adept at producing all your own material. You may also need the advice and services of a legal professional for website specific contracts. You know all that fine print you’re asked to click on when you sign up for certain web services? Someone had to write all that. An accountant will be helpful if you’re integrating an e-commerce component. Find yourself an advisor, such as a YES Business Coach, to guide you in putting all the pieces together.

Launch into Cyberspace

Pick a launch date from the get-go. As it approaches, you can pique the curiosity of your current and potential customers with teasers. Remember; hype = traffic. The final stages can be exciting, but don’t jump the gun. Be sure to test every function of your site and fix any bugs before you launch. Moving forward, you should keep your website looking fresh. Posting new content frequently and staying active on social media will drive up traffic. The online attention span is shorter than you think.

You can find out more about online marketing and networking using social media by attending a free seminar, check out the YES events calendar at; www.yesmontreal.ca