The Fallacy of “If You Build It They Will Come”

The Fallacy of “If You Build It They Will Come”

A couple of weeks ago Rex and I visited a long time friend of ours. Like a lot of small business owners she decided it was time to build a website.  She built her new business website, and like many business owners she feels like she wasted her money, because she has not got one new business lead off her site. How can that be, why is it not working? Good questions, but the truth is, you can build it…..but if you don’t tell them about it, lead them to it no one will come!

You have to lead your own customers and potentially new customers to your website.  Trust me getting new customer leads from your website is not a passive activity you must engage. Below is a short list of how Bancorp engages its customers and potential customers to go to our website.

  1. Email marketing….yes it still works
  2. Free consumer education….free reports
  3. Direct mail postcards sent to potential customers, and current customers.
  4. Free newsletters
  5. Blog posts
  6. Social media, Facebook, Google+, LinkedIn
  7. Lot’s of consumer education (content)  on our website.
  8. Trade shows
  9. Contests
  10. I do buy Google Ad Words

As you can see there are a lot of traditional marketing tactics in this list, postcards, newsletters, free reports, trade shows, and contests. Nothing fancy here, just old fashion marketing. That’s the trick build it and tell them about it every chance you get.

Does it work for Bancorp? You bet, this year 20% of our new leads came from our website. That’s no small number by the way well over 200 leads. People are looking on the internet for information. They do their research online before they buy. Point them where to go, tell them how to find out about you!

Have a great day

Tammy Lesueur

Bancorp Insurance


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