When Saving Money Can Cost You Money
Imagine you run a courier company. You invest in your fleet of vehicles and you have running costs such as fuel and maintenance.
Obviously you're in business, so you want to keep your costs low, but if you decided not to spend anything on fuel or maintenance, your profit would soon end up disappearing as you couldn't perform your core business activity.
In some ways there are comparisons with a company's web presence. The majority of small businesses will have a website built, and then when they're happy with it, leave it to gather digital dust, often for years, without another thought.
Without the fuel it needs, the website is unable to perform its core business activity of generating leads and enquiries or selling products.
So what fuel do websites take? Well it has many names... online promotion, digital marketing, SEO, social media, Pay Per Click, internet advertising. All of these are designed to attract visitors and the website should be designed to convert as many of those as possible in to customers. But without regular promotion of some kind, your website is likely to be a liability rather than an asset.