Attracting, Enhancing and Retaining Client Relationships Using the Web
Dec 27 - by TitanicBlack
A virtual explosion in Internet usage has businesses scrambling to launch Internet sites and establish a presence in the new Net economy. Projections indicate that the total number of Net users will increase from the estimated 150 million current users to half a billion by the year 2003 [1], with the E-commerce market then being worth $900 billion. [2] More consumers will go online and more companies will see the Internet as a viable vehicle for Business-to-Business commerce. Although accounting firms have not been at the forefront of this revolution, even a cursory search of the Web finds a plethora of accounting organization web sites.
Several web site applications are typical for the accounting firm. Current applications of accounting web sites are shown in Table I. Effective use of a web site for attracting, enhancing and retaining client relationships will call on the firm to consider a variety of other communication techniques through the web site.
A review of several accounting sites shows a pronounced trend toward use of the site for public relations information and image building. However, this is a limited view of the web’s communication potential. As Leung [3] points out, “Marketing through the web allows companies to supplement conventional communication channels at a very reasonable cost.” The web offers a wide variety of capabilities including audio, visual, interactive, transactional, and database management. Through various combinations of these capabilities, the web becomes part of a well-designed, integrated communications strategy.
Burnett and Moriarty describe integrated marketing communications as “one of the most important communication trends of this decade.” This communications concept is defined as “the practice of unifying all marketing communication tools to send target audiences a consistent, persuasive message…” While the relatively new status of the Internet, as a promotional tool, is generating a great deal of attention in the marketplace, the true value of the web is not as a stand-alone medium. Rather, it should be carefully blended with the firm’s other communication efforts including advertising, brochures, business cards, yellow pages, and even company letterhead.
This article discusses integrating your web site into an integrated marketing communications plan. The focus is on ways to use the web to attract, enhance and retain client relationships, and ways to avoid pitfalls.
Traditional Media
Effective use of a web site as a communication tool integrates the site with other communication elements, which may include television, radio, newspaper and magazine ads, as well as public relations or personal selling. With the integrated communications approach, all of these elements will carry a unified message in a common style. This comprehensive approach includes even the smallest details such as the choice of graphics, colors or fonts.
Stationery, Brochures and Business Cards
Include your web site address on all traditional communications with your current and potential clients. These individuals are already interested in the service you provide. Consequently, you should encourage them to visit your web site. It may be desirable to specify a particular page within your site, rather than the generic entry point to your site. This will allow users to obtain the information they desire more quickly by not having to traverse as many pages.
Also, remember to place your web address on any communication that is given to a client. Even if it is unlikely to generate traffic to your site, your goal is to make it as easy as possible for individuals to find your site. Put your web address on audit bids, engagement letters and satisfaction surveys. Additionally, don’t forget about verbal communication. Remember to leave your site’s address on your answering machine. This will allow the customer to obtain information from your site after hours. Your site offers the advantage of providing information 24 hours a day, 7 days a week. If you are providing service in a particular industry or specializing in a tax area, your site can sell your services much better than a phone message.
Domain Name
Your choice of a domain name–URL address–is very important. Many people will find you by simply typing http://www.yourname.com into their browser. Therefore, use the name that is commonly associated with your organization, something that will complement your comprehensive marketing approach. To keep it simple, some organizations prefer to use initials as their choice of domain names. However, unless your organization is widely know by its initials, we advise against this practice.
If you are starting a new firm or just establishing a web site address and the name has not been determined, it may be advisable to check for the availability of a domain name. Trademark issues should be resolved, as well, in the selection process. It may even be appropriate to use a trademark attorney. The assignment of domain names (specifically the .com, .net and .org) is handled by Network Solutions in cooperation with the U.S. Government through an organization called InterNIC. To determine if a domain name is available, go to http://www.internic.net and search their database. Extensions other than .com, .net and .org are handled by other organizations.
InterNIC assigns domain names on a first come, first-served basis through registrars. However, just because an organization has a domain name does not mean that they can keep it forever. Courts are applying trademark law to domain names. Organizations that have “squatted” on a domain name to prevent the trademark owner from using it are losing in court. There are situations where more than one organization has a legal right to a name. The name goes to the organization that requested the name first.
We recommend that you consider obtaining all three of the global extensions–.com, .org and .net. Obviously, the most important for businesses is the .com extension. But, even though the original intent was .com for business, .org for non-profit organizations, and .net of Internet service providers, there are no restrictions on obtaining all three. For example visit CocaCola’s Web site at www.cocacola.com, www.cocacola.net and www.cocacola.org. Additionally, there are extensions for countries. If you conduct business in countries other than the United States, you may want to consider obtaining country extension for those countries.
When choosing a domain name, you want to have a domain name that brings clients to your site. You should also use your domain name as your E-mail.
Search Engines
Another method of finding a site is by using one of the many search engines on the Internet. These search engines maintain a database of web pages that can be searched by keywords. There are more than 100 search engines. Some of the most well-known are Yahoo, Infoseek, Excite, HotBot, Lycos, and AOLNetFind. Obviously, the goal is to have your site appear as early as possible on this list when the keywords are entered into a search engine. Therefore, the selection of keywords is important because your goal should be to get the right people to your site, not just increase the number of visitors. You should think about the words that your current clients use to describe you. Your specialization should be part of your keywords. However, you don’t want to narrow the keywords too much. For example, CPA or accountant specializing in school audits or litigation services places you in the database segment of broad-based searches and also highlights your specialties. Additionally, you may want to include some geographi c keywords if your business is based in a narrow geographic area.
Once the keywords have been selected, there are several ways to improve your odds of appearing high on the list when the keywords are entered. Search engines attempt to find the best possible pages for the keywords entered. Consequently, they are constantly looking for better methods to match web pages and keywords.
Make sure that the keywords are used in the title and at the beginning of the web page. Additionally, the HTML code used in your web page has a Meta tag–used to help search engines classify web pages. Within this tag, you should place the appropriate keywords (For details on the syntax of Meta Tags, visit http://www.metatages.net/). Additionally, the search engines allow submission of web addresses and their matching keywords. This helps the search engines find your web site. These search engines will return over time to your site, and they respond favorably to changes to the web page. Therefore, it is important to update your web pages on a regular basis, even if the changes are small. One warning: Web pages that contain frames are handled differently by many search engines. Extra care should be taken with pages that contain frames to ensure that search engines can effectively categorize them.
Link Exchanges, Banner and Pop-up Ads
Advertise on other organizations’ sites to bring individuals to your web site. There are several different types of Internet advertisements, including banner and pop-up ads. Banner ads consist of a graphical image that when clicked, will take the user to the advertiser’s site. Generally, banner ads are found at the top and/or bottom of a web page. They are particularly common on a content provider’s web pages, such as http://www.cnn.corn, http://www.cbs.com, http://www.nbc.com, http://www.abc.com, http://www.espn.,corn, and http://www.foxsports.com. Content providers are organizations that do not sell merchandise, but provide information such as news and sports. Specifically, the use of the business or financial sections of a content provider’s web site would be appropriate for accounting organizations.
The price for a banner ad can be established in a variety of ways. The most common are CPM (cost per thousand views) and the number of click-throughs (the number of times that users have clicked the banner ad to reach the owner’s site). Obviously, it is important to spend your money on banner ads wisely so that it reaches potential clients/customers.
In addition to content providers, many organizations offer free web sites to anyone. The main requirement is that the organization be allowed to place banner ads on the free web site. They in turn charge for the banner ads, which pays for the resources required for the site. Examples of organizations that offer free web sites in exchange for banner ads are http://www.tripod.com and http://www.webjump.com.
Introduction
A virtual explosion in Internet usage has businesses scrambling to launch Internet sites and establish a presence in the new Net economy. Projections indicate that the total number of Net users will increase from the estimated 150 million current users to half a billion
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by the year 2003 [1], with the E-commerce market then being worth $900 billion. [2] More consumers will go online and more companies will see the Internet as a viable vehicle for Business-to-Business commerce. Although accounting firms have not been at the forefront of this revolution, even a cursory search of the Web finds a plethora of accounting organization web sites.
Several web site applications are typical for the accounting firm. Current applications of accounting web sites are shown in Table I. Effective use of a web site for attracting, enhancing and retaining client relationships will call on the firm to consider a variety of other communication techniques through the web site.
A review of several accounting sites shows a pronounced trend toward use of the site for public relations information and image building. However, this is a limited view of the web’s communication potential. As Leung [3] points out, “Marketing through the web allows companies to supplement conventional communication channels at a very reasonable cost.” The web offers a wide variety of capabilities including audio, visual, interactive, transactional, and database management. Through various combinations of these capabilities, the web becomes part of a well-designed, integrated communications strategy. [4]
Burnett and Moriarty [5] describe integrated marketing communications as “one of the most important communication trends of this decade.” This communications concept is defined as “the practice of unifying all marketing communication tools to send target audiences a consistent, persuasive message…” While the relatively new status of the Internet, as a promotional tool, is generating a great deal of attention in the marketplace, the true value of the web is not as a stand-alone medium. Rather, it should be carefully blended with the firm’s other communication efforts including advertising, brochures, business cards, yellow pages, and even company letterhead.
This article discusses integrating your web site into an integrated marketing communications plan. The focus is on ways to use the web to attract, enhance and retain client relationships, and ways to avoid pitfalls.
Traditional Media
Effective use of a web site as a communication tool integrates the site with other communication elements, which may include television, radio, newspaper and magazine ads, as well as public relations or personal selling. With the integrated communications approach, all of these elements will carry a unified message in a common style. This comprehensive approach includes even the smallest details such as the choice of graphics, colors or fonts.
Stationery, Brochures and Business Cards
Include your web site address on all traditional communications with your current and potential clients. These individuals are already interested in the service you provide. Consequently, you should encourage them to visit your web site. It may be desirable to specify a particular page within your site, rather than the generic entry point to your site. This will allow users to obtain the information they desire more quickly by not having to traverse as many pages.
Also, remember to place your web address on any communication that is given to a client. Even if it is unlikely to generate traffic to your site, your goal is to make it as easy as possible for individuals to find your site. Put your web address on audit bids, engagement letters and satisfaction surveys. Additionally, don’t forget about verbal communication. Remember to leave your site’s address on your answering machine. This will allow the customer to obtain information from your site after hours. Your site offers the advantage of providing information 24 hours a day, 7 days a week. If you are providing service in a particular industry or specializing in a tax area, your site can sell your services much better than a phone message.
Domain Name
Your choice of a domain name–URL address–is very important. Many people will find you by simply typing http://www.yourname.com into their browser. Therefore, use the name that is commonly associated with your organization, something that will complement your comprehensive marketing approach. To keep it simple, some organizations prefer to use initials as their choice of domain names. However, unless your organization is widely know by its initials, we advise against this practice.
If you are starting a new firm or just establishing a web site address and the name has not been determined, it may be advisable to check for the availability of a domain name. Trademark issues should be resolved, as well, in the selection process. It may even be appropriate to use a trademark attorney. The assignment of domain names (specifically the .com, .net and .org) is handled by Network Solutions in cooperation with the U.S. Government through an organization called InterNIC. To determine if a domain name is available, go to http://www.internic.net and search their database. Extensions other than .com, .net and .org are handled by other organizations.
InterNIC assigns domain names on a first come, first-served basis through registrars. However, just because an organization has a domain name does not mean that they can keep it forever. Courts are applying trademark law to domain names. Organizations that have “squatted” on a domain name to prevent the trademark owner from using it are losing in court. There are situations where more than one organization has a legal right to a name. The name goes to the organization that requested the name first.
We recommend that you consider obtaining all three of the global extensions–.com, .org and .net. Obviously, the most important for businesses is the .com extension. But, even though the original intent was .com for business, .org for non-profit organizations, and .net of Internet service providers, there are no restrictions on obtaining all three. For example visit CocaCola’s Web site at www.cocacola.com, www.cocacola.net and www.cocacola.org. Additionally, there are extensions for countries. If you conduct business in countries other than the United States, you may want to consider obtaining country extension for those countries.
When choosing a domain name, you want to have a domain name that brings clients to your site. You should also use your domain name as your E-mail.
Search Engines
Another method of finding a site is by using one of the many search engines on the Internet. These search engines maintain a database of web pages that can be searched by keywords. There are more than 100 search engines. Some of the most well-known are Yahoo, Infoseek, Excite, HotBot, Lycos, and AOLNetFind. Obviously, the goal is to have your site appear as early as possible on this list when the keywords are entered into a search engine. Therefore, the selection of keywords is important because your goal should be to get the right people to your site, not just increase the number of visitors. You should think about the words that your current clients use to describe you. Your specialization should be part of your keywords. However, you don’t want to narrow the keywords too much. For example, CPA or accountant specializing in school audits or litigation services places you in the database segment of broad-based searches and also highlights your specialties. Additionally, you may want to include some geographi c keywords if your business is based in a narrow geographic area.
Once the keywords have been selected, there are several ways to improve your odds of appearing high on the list when the keywords are entered. Search engines attempt to find the best possible pages for the keywords entered. Consequently, they are constantly looking for better methods to match web pages and keywords.
Make sure that the keywords are used in the title and at the beginning of the web page. Additionally, the HTML code used in your web page has a Meta tag–used to help search engines classify web pages. Within this tag, you should place the appropriate keywords (For details on the syntax of Meta Tags, visit http://www.metatages.net/). Additionally, the search engines allow submission of web addresses and their matching keywords. This helps the search engines find your web site. These search engines will return over time to your site, and they respond favorably to changes to the web page. Therefore, it is important to update your web pages on a regular basis, even if the changes are small. One warning: Web pages that contain frames are handled differently by many search engines. Extra care should be taken with pages that contain frames to ensure that search engines can effectively categorize them.
Link Exchanges, Banner and Pop-up Ads
Advertise on other organizations’ sites to bring individuals to your web site. There are several different types of Internet advertisements, including banner and pop-up ads. Banner ads consist of a graphical image that when clicked, will take the user to the advertiser’s site. Generally, banner ads are found at the top and/or bottom of a web page. They are particularly common on a content provider’s web pages, such as http://www.cnn.corn, http://www.cbs.com, http://www.nbc.com, http://www.abc.com, http://www.espn.,corn, and http://www.foxsports.com. Content providers are organizations that do not sell merchandise, but provide information such as news and sports. Specifically, the use of the business or financial sections of a content provider’s web site would be appropriate for accounting organizations.
The price for a banner ad can be established in a variety of ways. The most common are CPM (cost per thousand views) and the number of click-throughs (the number of times that users have clicked the banner ad to reach the owner’s site). Obviously, it is important to spend your money on banner ads wisely so that it reaches potential clients/customers.
In addition to content providers, many organizations offer free web sites to anyone. The main requirement is that the organization be allowed to place banner ads on the free web site. They in turn charge for the banner ads, which pays for the resources required for the site. Examples of organizations that offer free web sites in exchange for banner ads are http://www.tripod.com and http://www.webjump.com.
Popup ads, also called interstitials, are a variation of banner ads. Instead of placing a graphical image at the top and bottom of a web page, they open a new, smaller window that contains the graphical images. Pop-up ads, which are less numerous than banner ads, appear while the main page loads. Unfortunately, many web surfers consider the popup windows to be a nuisance, and have been discouraging their usage. Pop-up ads are also sold using the same criteria as banner ads.
An interesting variation of banner ads is link exchanges. Instead of paying for a banner ad, you allow a banner ad to be placed on your web page, and in return your banner ad is placed on someone else’s site. One company that organizes these exchanges is Link Exchange (http://www.linkexchange.com).
Another variation on the link exchange is the Web Ring. In this case, a circle is formed that links related sites together. Each member of the ring places a graphical image, which when clicked, takes the user to a different site in the Web Ring. Again, no cost is involved. One organization that maintains Web Rings can be found at http://www.webring.com, now a part of Yahoo. Some Web Rings are geographically based, which can be helpful in attracting local clients. One example is the Web Ring for the “Denver Area Businesses and Organizations” (http://nav.webring.yahoo.com/hub?ring=denverco&list).
E-mail and Bulletin Boards
Using E-mail to publicize a web site can be effective. However, caution must be exercised. In the world of the Internet, it is considered improper to send junk E-mail to promote a business. Therefore, organizations should not send E-mail to anyone unless it is requested. However, E-mail can be effectively utilized. For example, whenever you collect information from your potential customers, request their E-mail address. It is also good form to tell them how their address will be used and ask if that use is acceptable. This can be time consuming, but it does have the advantage of reaching the desired audience.
In addition to E-mail, your organization may want to monitor list-servers, discussion groups and bulletin boards. Appropriate information can be given to answer questions that are posed by members, including a link to appropriate information on your site. Additionally, many bulletin boards allow “press release” type of information to be posted. Again, caution should be taken to not use these as advertising mediums, but as a means of communicating with customers. Only very interested individuals will take the time to be part of a discussion group or read a bulletin board.
Encouraging Return Visits
Once you have brought the right people to your site using a combination of integrated methods, you want them to return on a regular basis. People will return to a web site because of the content. Is there information that would cause people to return to your site?
Your web site should be updated with new information on a regular basis. This will encourage people to return to your site for the latest information. You can also request an E-mail address and some additional information from the visitor. This information is then entered into a database. When changes are made to the site that would interest the visitor, E-mail can be sent indicating what changes have been made to encourage them to return to the site. Again, this requires that new, updated information be added to the site on a periodic basis to generate repeat visits. As new tax information is enacted into law, you can quickly contact your tax clients or potential clients and promote your expertise.
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