This is Part 2 of a multi part article on Seaplane Business Marketing
Part II – Websites & Online Presence
The utterly shocking and unexpected revelations in the last article have filled my email inbox with dozens of concerned comments and questions, verifying that I indeed claimed that the 80’s are over. Since I take my own medicine, I responded religiously to all emails with a short and simple “Yes”! We have arrived in a day and age where emails, online websites and social media presences are a largely determining factor for your businesses chance for success.
Who’s Your Web Guy?
Are you in the aviation business (association or corporation) and did you pay more than $2500 for your website and forum? If so, I’d recommend a jar of Vaseline (TM) which is known to help with the burning of having been, well – you know… Did you look around with your membership or staff to see who might have the skills required to help you with your website? If not, you might have been taken for a ride. Websites are NOT rocket science and generic, carelessly slapped together templates are not a professional expression of your corporation. Complexity isn’t King! If the web-designers first response was “Uhh, thats a bit complicated, so we’ll charge $X you’re either looking too high, or your web-designer is getting ready to take your money. Do your research and learn that simple, straight forward websites are the way to go. Look for “Mobile Readable” because the internet is so much of a fluke, people don’t access it from a computer anymore, they use smart phones! The websites purpose is to make the prospective customer nosy about your offerings. Select the person you task with creating your website carefully.
Who’s your Customer?
I’m 37 and have near 20/20 vision. Weekly, I land on websites which either require me to pinch my eyes, or move the laptop 20 feet away, because everything is out of size and proportion. Especially associations have a habit of creating incredibly complex and hard to read websites, overstuffed with needless and outdated information. For the seaplane industry, your average customer either wears bifocals or is at war with their personal computer. Anything that wiggles on the screen is an annoyance (unless naked women are involved).
Keep it Simple & Clear
Old rule on the sales floor: “Get in – Say Hi – Sell – Say Bye – Get The Hell OUT!” Quick and simple websites are the way to go. Old and outdated information (stories) are reserved for personal telling, unless you have a really hilarious story to tell. Pictures always tell more of a story. Crisp, clear and informative. Typpos and missbelling isnt welcom! Show your customer a way to get in touch with you. Email – Phone – Skype – Facebook – LinkedIN – Twitter – you name it. Be as revealing and informative as you wish, but keep in mind that Habib in India, who’s been in the data mining business for 22 years is reading too.
Consult someone who understands AVIATION!
Many of us are available at extremely competitive rates. These rates are low because some of us understand that it takes lots of money to keep the doors open in today’s economy. I’d rather do my fellow aviator a favor, getting 20 referral deals, than to take one person or association to the bank for a quick buck. Okay, I admit, some of us aren’t “Superstars” and we don’t run $150.000 dollar discussion boards, but we’re still capable to help the right people succeed with their website.
Next Up – Social Media & Twitter