In this article, we will provide you with several reasons why your business should be taking advantage of the Internet and also presents you with some of the possible alternatives that your web site may contain.

We have divided some of the reasons why you should be on the Internet into three groups:

• Marketing Benefits
• Customer Service Benefits
• Communication Benefits

Now there is a single medium that combines the benefits of the above forms plus adds a few unique features - all at a fraction of the cost.

This medium is the Internet, and its rapid growth should not be ignored by business operators looking to attract an ever-changing group of consumers.

Attracting Public Interest
If your business is like most, you likely find it difficult to attract the attention of the media or of large groups of people without paying large sums of money on advertising - and most of the attention you receive is on a local basis only.

However, with a web site you may be able to attract the interest of larger, national or international publications. Suddenly, your web site is just as accessible as any other web site on the Internet. This allows you to compete on a relatively level playing ground with some of the major corporations that are in the news every day.

Your web site may be your opportunity to present new and unique information, ideas, graphics, etc. that are of genuine interest to media sources around the world. And when any of these sources profile your web site, you will find potential new customers viewing your business message.

Selling Your Products and Services
This is the most talked about benefit of the Internet because many marketers immediately see dollar signs when they are told of the huge number of people using the Internet. However, at this point, this should not be the only reason you expand your business to the web.

The Internet allows you to offer a wide range of product and service information. You can present photos, video, testimonials, interactive catalogs and online ordering forms. But it is important to realize that although you can do all of this wonderful things, your customers must want to find them on the Internet.

Currently there are few web surfers that are specifically looking to buy products or services on the Internet. Their primary interest is information - facts, figures, entertainment, etc. If you can satisfy this need first, then you have already moved them one step closer to making a purchase from you.

Access International Markets
Opening up branch locations in every major city in the world is likely beyond the possibilities of your business. However, by establishing a presence on the Internet, you can achieve a similar amount of exposure without incurring the cost.

If you currently have offices in more than one city, your web site can help you to communicate and exchange information between branches without the high costs of long-distance phone calls.

Test Market Your New Products and Services
Launching a new product or service is always a high risk venture. What if the consumers do want it? What changes can be made that will attract their interest?

Your web site can be used to test the market's demand for your products and to obtain some answers to these and other questions. The responses can be received very quickly which gives you a greater opportunity to make any necessary changes in reaction to consumer requests.

Surveys and questionnaires may be used to judge the level of interest in your products before and during their launch. Then, once your products are on the market, you can publicize your web address and invite consumers to visit your site and offer their comments, complaints, questions, etc.

Show Off Your Expertise
The Internet is essentially the world's largest resource for information, communication and entertainment. Because your business offers expertise in your particular field, why not attract new customers by sharing your knowledge and experience with them?

Traditionally, the cost of producing and distributing informational documents (newsletters, reports, white papers, multimedia presentations, etc.) has been too high for the average business. But now the Internet brings this form of marketing to businesses with limited resources. You can now share your expertise with your customers (and potential customers) and thus encourage them to purchase your products and service.

Immediate Consumer Feedback
Unlike other forms of media, the Internet provides you with two-way communication so that you can actually "talk" to each of your customers on a one-to-one basis.

This allows you to utilize surveys, questionnaires and customer counts to receive constant information on the changing needs and wants of your consumers.

Increasing the Service Offered to Customers
One of the best ways to ensure that today's customer will return tomorrow is to keep them happy. And the best way to do this is to keep in touch with exactly what they want from you.

Your web site can be used as an online customer service department. You can take complaints over the Internet (then be sure to respond to every one quickly and diplomatically). You can also allow your customers to make products/service requests and even search your database to see if you have the product they want in your inventory.

And all of this can be done 24 hours a day, 7 days a week without adding a large number of employees.

Answer Frequently Asked Questions
Almost every business finds that their customers all tend to ask similar questions in regards to the company, the operations, the products and services, etc. The time (and, thus, expense) of answering each request for information can be overwhelming.

By presenting the answers to these common questions on your web site, you can direct customers to your site and reduce the time spent by your employees. Of course, not every customer will be able or willing to visit your web site, but you should notice a significant decrease in the expense of responding to these redundant requests.

Open 24 Hours A Day, 7 Days A Week
The Internet allows your customers to receive information and communicate with you at their convenience. If they no longer have to contact you during your office hours, they are more likely to contact you and therefore, they're more likely do to business with you.

Your web site can be made available for product/service information, answers to frequently asked questions, requests for additional information, complaints, etc.

Distribute Your Company Information
Think about how many requests you typically receive for copies of company documents such as annual reports, company profiles, etc. How much do you spend each month on printing and postage just to send these documents out to prospects and "tire kickers"?

With your web site, you can make this information available to interested parties at little or no additional expense. You can also present the details about your business including your hours of operation, your credit policies, where you are located, how people can contact you etc.

Networking Worldwide
It has been determined that networking with other people can be the most important element in your business' success. And this is not just for marketing purposes.

Networking with others allows you to share experiences with them. In this way, you can learn from their mistakes before you make them yourself. Plus, as you develop more and more relationships, you are in effect creating a "secondary marketing team" that can spread the word about your business.

The Internet makes networking easier because you can hook up with people from around the world, day or night, 7 days a week.

Dispense Timely Information
Your business may rely on information that changes on a regular basis. Getting this information out to your clients while it is still of value may be difficult to do through conventional media. However, you Internet web site can be updated as often as you require to reflect the changes in your data.

The Internet also makes it easier for you to dispense time sensitive materials as you've got control over the publication time rather than relying on the media.

Employee Communications
Your employees are you most valuable resource so it is important to keep them up to date with company operations and changes in the industry.

The Internet provides you with an effective employee communication tool that is available 24 hours a day and has no geographical restrictions.

Through the use of password protected areas on your web site, you can create an employee-only information manual that can constantly be update with new procedures, company policies and business concerns. You can also receive immediate feedback and suggestions from your employees so that they are always involved in your planning process.

Online Publishing
The Internet offers you the opportunity to become a publisher at a relatively low cost. An informative, properly marketed online publication can be used to showcase your company's expertise while attracting new customers and increasing your corporate visibility.

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