[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-239068-105":53,"doc-detail-239068-en":126},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":119,"head_meta":121,"extra_data":123,"updated_unix":125},105,"en","using-the-internet-for-direct-marketing-planning-your-website-message","Using the Internet for Direct Marketing - Planning Your Website Message","","Using the Internet to strengthen direct marketing relies on enhancing—not replacing—the connection between a business and its customers. A business website serves as an always-available information channel, delivering details such as hours, directions, products, and answers to general questions. The publication guides planning for goals and target audiences, emphasizing message design that reflects business character and motivates visits. 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The Internet is popular and easy to use. It is not personal, however, and direct marketing businesses thrive on personal contact. Why, then, should you consider using the Internet to promote your direct marketing business? The Internet’s potential as a tool for direct marketing comes from its ability to enhance, not replace, the connection between your business and your customers. A website is one of the most popular ways to use the Internet to promote a business. It provides a means to reach those potential customers who do not know about you and who might not venture a visit without having more information. It is also a way to provide some basic information about your business that you might otherwise spend considerable time and energy making available. For example, a business website can provide customers with answers to general questions such as hours of operation, directions to the business, products and availability. This information is available 24 hours a day, seven days a week, without customers having to call you.  \nSuppose you want to have a website for your direct marketing business. How do you go about establishing one? This publication presents information about how to build Web pages to enhance your direct marketing business’s performance. It addresses issues about what to put on your website, how to design and construct the website, launching and promoting the site, and evaluating its effectiveness. It also discusses alternatives to having a business website. The publication ends with a list of questions to consider as you plan your site, and a brief glossary of terms.  \nPlanning Your Message  \nIn deciding how you will use the Internet for direct marketing, keep in mind that your website provides you with a means to market your business, not just your products. The message you deliver on your website communicates the nature of your business and much more, but this message is communicated by more than just the text you use. For example, if you have an agritourism operation that is fun for the whole family, the website should reflect this by being user-friendly, fun, and informative. A well-designed site will give people a positive image of your business, as well as provide information they need, but the converse is also true – a poorly designed site, for example, one that is difficult to use or cluttered, can also give people a negative image of your business by giving them the impression that your business is likewise disorganized or poorly managed.  \nIdentify your Goals and Target Market  \nIf you want to design a website for your business, the first task is to identify your goals and target market for the site. Decide what message you want to communicate to your customers, and identify the clientele you hope to reach through the site. Be sure everything you put on your website reflects your business and the reasons people would want to frequent your business. You can do this by making a list of the features of your product and business that you think are of interest and importance to your target clientele. For example, if you sell pasture-fed beef, do your customers come to you because it is the best tasting beef they have ever eaten? Because they want to support a local business? Because they have learned about the health benefits of pasture-  \n[www.ext.vt.edu](www.ext.vt.edu)  \nProduced by Communications and Marketing, College of Agriculture and Life Sciences, Virginia Polytechnic Institute and State University  \nVirginia Cooperative Extension programs and employment are open to all, regardless of race, color, national origin, sex, relig","cbCaihMZA2T7Dtig","https://ap.wps.com/l/cbCaihMZA2T7Dtig","pdf",2182700,8,"English","# Planning Your Message\n## Identify your Goals and Target Market\n## Types of Websites: Information or Sales","[{\"question\":\"Why use the Internet for direct marketing instead of relying only on personal contact?\",\"answer\":\"The Internet enhances the connection between the business and customers by providing convenient, always-available information. It helps reach potential customers who may not otherwise visit without more details.\"},{\"question\":\"What should be considered when planning what to put on a direct marketing website?\",\"answer\":\"The site should communicate the nature of the business, not only products, and it should match what the target audience values. The design and usability influence whether visitors form a positive or negative image of the business.\"},{\"question\":\"How do informational and sales-focused websites differ?\",\"answer\":\"An informational website emphasizes explaining who, what, where, when, how, and why through simple, clear pages. A sales-focused website is aimed at driving purchases, rather than primarily providing background information.\"}]","Using the Internet for Direct Marketing - Planning Your Website Message | PDF",1789143230]