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TechPoint Newsletter - May 2007
In this Issue...
* Seven keys of a successful company website
* The Truth About Spam ...
* Web Project Focus: Maine Traditions Hardwood Flooring
* A Special Offer for our clients
Seven keys of a successful company website
The New York Times recently reported an exponential 40 percent annual growth rate for online advertising in Britain. In 2007, online advertising is expected to account for as much as 14 percent of all media buying, largely because British marketers have been quick to buy into the added benefits of Internet marketing: its enormous cost-effectiveness, that it's easy to track and that it's a relative bargain compared to other media.
The on-going boom of business and consumer Internet use will continue to be driven by convenient and inexpensive access to the Internet, resulting in an excellent Return-On-Investment (ROI) for any business with a well-thought-out online strategy and a well-designed company website.
There is simply no denying it: the Internet is well on its way to becoming the preeminent marketing, sales and service channel for every business. It is more important than ever that company websites are appealing and easy-to-use for site visitors. Get ready to make the most of the Internet and all it provides using these seven keys for getting the most out of your company website.
- Present a professional image and experience for site visitors.
No business wants to be perceived as a second rate supplier who doesn't look like they care about themselves or their clients. This is the single most important and easiest place to start when it comes to improving your company website. A professionally designed site with a good balance of design elements and technology will ensure a good first impression for site visitors.
- Content is KING!
Relevant, highly-focused and consistently updated content is the key driver for every website. Whether you're talking about search engines, promoting return visits, communicating with clients or getting your news to other information services, there is no substitute for frequently updated, focused content. This doesn't mean repeating one key word 1,000 times; it means updating articles, stories, features, press releases, specifications, bulletins and other critical information on your site on a regular basis. To get even better results, archive and store this information online so clients don't miss a thing.
- Market, market, market ... and then market some more.
There is only one secret to getting your website seen and used: advertise your web address everywhere. From business cards and letterhead to display advertisements, brochures and web advertising, everything you do should encourage people to refer to the company website for more information. In directories, online and in print there is simply no better and cheaper way to market your company and its products and services. With a tight monthly advertising budget it's far more effective to run 12 small ads pushing readers to your site for more information, than to book one large ad crammed with product information only once.
- Keep your site current at all costs.
The greatest Internet sin of all time is the website that has not been updated or changed in the past six months. Half the battle is just getting people to go to your site; the more important part is getting them to come back again and again. If site visitors don't see any changes, updates or improvements after a couple of visits you can bet they won't be back, and once they're gone it takes twice the time and energy to convince them to give you another shot. Regular updates of customer-centric information and services will retain the traffic you worked hard to build.
- Make sure your site is easy-to-use and search engine friendly.
Design and layout changes can make or break successful indexing on search engines like Google and Yahoo! Once visitors find you, the easier it is to navigate your site the more likely it is they'll be back. Complicated sites with too much technology leave users angry and frustrated. With this in mind it's critical to make sure your site is built with layout and architecture that allows for good search engine indexing, and that the interface is attractive to the eye and easy-to-use.
- Cater to your existing clients' needs.
Your existing clients are the most valuable part of your business, therefore serving their needs and interests should be the top priority of your website. Anything your site can provide – from dealer locators and login areas to photo galleries and news bulletins – enhances customer experience and satisfaction, and is key to ensuring your valued clients don't click over to the competition.
- Give your site a face-lift at least once every two-years
When things get boring and stale people lose interest and don't come back. When it comes to “bang for your buck” there is no better way to give your company a fresh look than a website renovation. The renovation does not have to be a ground-up re-build, but it should showcase your company with new technology and services designed to improve the visitor experience. A regular re-build with the latest technology also helps keep your site well-ranked on search engines and functional for your clients. The launch of a new website is also a great promotional opportunity encouraging existing and prospective clients to return to the site and see what's new.
Your company website should be easy-to-use for you and your clients, it should provide a steady ROI for your company and it should present your company in a way that entices visitors and proves itself as a valuable resource. If your website is letting you down in any way call us toll-free at 1.877.755.2762 or email us at info@pointonemedia.com and we'll show you how to get the most out of your company website. If you'd like to see how we have helped companies just like yours build a successful presence on the Internet, click here.
The Truth About Spam
Spam is a growing epidemic and a serious issue for almost all email users. Our servers block over 425,000 unwanted, invasive and repetitious spam emails a day, which works out to 13 million a month or 1.5 billion per year. For every email received in your inbox, 10 to 12 are blocked.
Over 80 percent of spam comes from computers infected with a virus or trojan. This means you, or someone in your email network could have been infected and could be unknowing senders of spam.
Be it Viagra ads, stock tips or the infamous Nigerian Scam, spamming success is simple: the more you send the more money you make. By themselves, infected computers are not very effective at sending out spam by the millions. But private individuals, organized crime and con artists are all cashing in on the tiny percentage of people who click on spam by linking infected computers together in groups called “botnets.”
Botnets can consist of a few thousand to over a million computers. Last year the Dutch police busted one consisting of over 1.5 million computers. Let's say an average botnet computer sends out 500 spam a day; multiplied by 1.5 million, means 750 million spam a day!
Most people are unaware their computer is part of a botnet. Viruses and trojans are increasingly sophisticated, often bypassing virus scanners and firewalls. Becoming infected is as simple as visiting a web page and, Wham! You're infected and part of a botnet, and every time you connect to the Internet, your infected computer downloads it's latest spam instructions.
Part II in the next issue of TechPoint will address avoiding viruses and cutting down on the spam you receive.
Suggested reading material on this topic:
“Dutch Botnet Suspects Ran 1.5 Million Machines”
“Spam's Big Bang!”
“Expert: Botnets No. 1 emerging Internet threat”
“Psychiatrist duped in Nigerian scam”
“Swollen Orders Show Spam's Allure”
Our Recent Projects
Client: Maine Traditions Flooring - www.mainetraditionsflooring.com
Project Overview:
 Maine Traditions Hardwood Flooring has a long tradition of providing premium hardwood flooring products for their clients.
Our proposal was aimed at providing a significant up-grade to the existing website and providing a more in-depth company and product profile online for existing and potential customers and dealers. We also provided Maine Traditions with the BOSS (business online service solutions), which gives them the ability to keep their dealer network informed of current pricing and offers with in-house updates to their Bulletin Manager.
The new strategy resulted in the following:
- Improved Interface and User Experience
A professional web site interface that is more consistent with the Maine Traditions brand.
- Effective Communication Channel
Maine Traditions can now publish news announements, current pricing and offers in-house quickly and easily for their current dealer network. Online clients are also able to quickly locate a dealer in their area for immediate sales connections.
Applications used: Bulletin Manager with PDF file upload fuctions and the Dealer Locator
Product Overview
Detailed information on all of Maine Traditions, hardwood products is now available online, including comprehensive product specifications, photos in a JavaScript slide-show format, installation instructions and more, all of which is easily navigated by online visitors.
Technologies
Client Side HTML, DHTML, JavaScript
Server Side PHP, Content Management System, Administration Area
Platform/OS Windows XP, Mac, Linux
Client Comments:
"It was a pleasure working with Point One Media inc. on the redevelopment of mainetraditionsflooring.com. They were professional and very supportive throughout the entire development process. The web site looks fantastic and the dealer locater has been very useful in assisting our clients, saving us valuable time."
Dave Mittelstadt
Owner, Maine Traditions Hardwood Flooring
A SPECIAL OFFER EXCLUSIVELY FOR OUR VALUED CLIENTS
 OFFER #1
SAVE $100 and get 3 additional page editors when you purchase the BOSS Web Page Editor for your website at only $299. Installing the BOSS Web Page Editor means you’ll be able to easily update your site whenever you want and there is no software to learn or buy. Saving time and money has never been so easy.
OFFER #2
 Order 500 full-colour glossy marketing postcards and GET ANOTHER 500 FOR FREE. That’s 1,000 postcards for only $269. Maximize your impact and inform clients of promotions and new products with cost-effective, targeted marketing postcards. We’ll double your order for FREE. (Graphic design and shipping & handling not included).
Call us toll free at 1.877.755.2762 or visit us online at www.pointonemedia.com to find out how we can help you save time and money with all your media needs.
We appreciate your business.
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