A website is not something you have, it’s something you run, and if you’re not running it, it’s the same as not having it at all.
Having a website alone means absolutely nothing. But if run properly, your website can function as another member of staff. Think of it as a 24 hour employee that doesn’t sleep, is part salesperson, shop assistant, part introducer and client relations manager. The best news is it doesn’t need wages - all it needs is to be fed great content on a regular basis.
Here’s how to run a website
In 2017 a website has heavy goals, it needs to wear many hats, attract visitors, educate them and convince them to buy from you and not from the bigger, already established, brands.
If you’re a very small IoT business, your product is the end result of your passion and creative vision.
Your product is unique and you’re addressing a very small group of people, yet you need to be big enough to stay in business and even make a profit.
If only they knew you exist.
Today, the web is social and interactive. It’s not static like most websites tend to be. Because of this, a website can no longer sustain itself as its own island. We now need to consider integrating search, social media, content, blogging, case studies, infographics, testimonials and more with our websites. Gone are the days where all it took was a URL, fancy graphics, and an expensive advertising campaign to temporarily boost traffic.
The reason for this shift is largely due to changing buyer behavior. Today’s buyer wishes to consume information when they want and how they want and as many times without the involvement of a salesperson. More importantly, they want to be educated and not sold to.
In a few words, the buyer is now in control and not the salesperson which means, your small IoT business, has equal opportunity to make it.
This is a good news for you, but there’s an even better news. Big, well established brands are not in line with today's ways, they are afraid to change but they’re still in business because they address the masses, the ordinary and they throw lots and lots of money on interruptive advertising.
When was the last time you sat through a commercial break while watching TV (or when was the last time you actually watched TV)?
Your product is not for the same people, your product is special, therefore it is for special people. The below bell curve shows your audience.
On the left, you have the early adopters, the ones in line to try new things and your product might just be what they were looking for. On the right you have the laggards. They are a bit more conservative, a bit more classic, they like the way things were. Mostly, because they had the power. Now, it’s your turn. The internet has levelled the spirit measure by helping your target audience find you.
If you make smart things, or run a software business, it’s fair to say your product is not for the average person, so your target audience is most likely on the left. Understanding this, you can now use it to grow your business.
Start by getting found online.
Once visitors find your website, the design and the ease of use of your website should keep them on your site just long enough to discover your content. If you have content that focuses on educating or entertaining is going to make them stay. The bottom line is to give them some sort of value, this will play a big part in their decision to buy from you or not.
Solve your visitors’ problems, help them learn something. Entertain them, make them laugh, show them beautiful photographs of products they want to own. They’ll come back for more.
Keep it fresh
Your visitors may come to your site a few times before they decide to buy. You can’t have them seeing the same old thing, so keeping your website fresh by way of a blog. Give them more valuable content, different than the last one, it might even “guilt” them into buying from you. From a psychological perspective people feel indebted to people when they get things for free. This even applies to seemingly faceless companies. Your visitors are converted into customers by your added value, given free advice, and rewarded with trust.
The process of achieving this can get a bit technical, therefore together with HubSpot we put together an ebook covering these four aspects including: getting found online, design and usability, content and conversion as a free download below.
In conclusion: Get excited! You’re better than the big competition and your clients are looking for you. Help them find you!