If you're a web developer then you've probably spoken to many companies who say they don't need a website. To them, it's a complete waste of time because all of their business is through word of mouth, traditional contacts or simply hitting the road with a boot full of samples. These companies don't need to market themselves via the internet.
We meet this all the time, you see it's absolutely true that some companies really don't need a website or any online marketing and they're fairly easy to spot so you shouldn't even try to sell them any. These are companies who's very presence on the web would be a complete waste of time because their product would not benefit from the increased exposure that a presence on the Internet would bring.
For example, a website is absolutely ideal if you are looking for more exposure and want to get your company known. If, for example, you manufacture widgets, you may benefit from the the fact a company can view your product and get a lot of information about it so they can make a buying decision. Sometimes buyers just need a bit of confidence in your product in order to take the plunge – a website is a big, (relatively) cheap advertising medium.
Or, say you're a shop. If you sell things to people on the street, why not sell to people on the internet? It's not all about cheap stuff, in fact many people do not ‘surf' for the cheapest product and instead go for a well-designed site that gives them confidence.
The Internet is also ideal for service industries. Just by giving up a little bit of information you can pique the interest of your visitors just enough so they decide to make a decision to buy something off you. A website can be an extremely useful way of providing knowledge to those who need it and therefore building trust.
But still, there are those businesses who just won't benefit from this.
Perhaps you're a charity? By utilising the amazing power of social networking you can spread the word about your cause with amazing results. Within days you can reach millions of people with very little effort – it's quite amazing.
Whilst we're on the subject of social networking, we've seen first hand where a business has boosted their reach by thousands of people from just one blog post. It's quite incredible the power social networking has, even in quite specialised business.
In fact, some old-school traditional businesses have embraced the Internet to great effect. Historically, in order to get your product in front of a buyer it was a process of driving around and cold-calling in the hope that someone would see you. But surely, if that buyer wanted something then they'd ask for it? But who to ask?
Well, they all ask Google now. So, businesses that relied on traditional selling are now finding themselves being found by buyers. This is a good thing because if a prospect calls you, they are definitely at least interested in your product.
But some companies don't even need those. Some companies don't need to sell, they don't need to advertise and they don't need to promote themselves.
So, which ones are they. We're lucky enough to have a huge database of companies that we can call upon and we've discovered a pattern. Using a very simple formula and cross-referencing it against the SIC codes from companies house, there now follows a list of the companies that definitely do not need a website:
- Companies in industries that don't need to make money
So there you go. If you're trying to sell to a company that doesn't need to make money then you really shouldn't bother, it's a waste of time. We've checked with a lot of marketing companies and it appears we've hit the nail on the head. They also agree that when they meet a company that doesn't need to make money, they walk away from it. It's a lost deal before you even start.
But how can you tell if a company needs to make money or not?
Actually it's quite easy. Most of them are currently boarding up their windows.