"Do not make the mistake of treating the Internet as if it is simply an advertising medium. The Web has more in common with the telephone than print." - Peter DeLegge
The Internet is a means that many use to communicate everyday. Unlike the phone, the Internet ads a visual sense of communication and allows for the spread of consumer-based information. Because the premise of the Internet is communication website owners need to ensure a level of interactivity with visitors.
"Your Internet business strategy should be an extension of your company's existing business strategy and well-integrated with everything your company does off-line." - Peter DeLegge
Websites do not need to be somehow set apart from the functions of brick and mortar stores. The very things you do in-store should also be reflected online. Some netrepreneurs believe that an online store needs to be different from their storefront. You will be better served if you make the web an extension of your show room with the added bonus of client connectivity on both fronts.
"Most corporate Web sites are horrible about responding to email inquiries, don't let yours be one." - Peter DeLegge
If a client leaves a voice mail you will likely find it important to return the phone call. In the same way emails should elicit a committed response. We may find it easier to simply ignore the large volume of email we have in our accounts, but the truth is emails represent either existing or potential customers. We do ourselves a disservice if we refuse to respond.
"The Internet provides a great opportunity to provide your target markets with high quality intellectual capital that can help position your company as a thought leader in the minds of your target markets." - Peter DeLegge
You know a significant amount about your business and the products and services you provide. A series of 'intellectual capital' articles cab be an important contribution to your visitors.
When you place educational articles optimized with keywords or phrases you contribute to the understanding of your business while improving your ranking on search engines.
"Keeping up with the rapid changes of Internet marketing is a full time job. Find an expert and use him or her." - Peter DeLegge
If you find it difficult to manage online marketing on your own you can always seek out a professional to assist you in reaching your online marketing objectives in a way that provides adequate return on your investment (ROI).