In this last week, I needed to get some fresh rechargeable batteries for my home emergency lighting. Winter's fast approaching and if the Johannesburg Summer power outages were anything to go by, one will need a Siberian siege strategy to navigate Winter unscathed. My first recourse was my IT guru who knows (almost) everything about such things. He referred me to a specialist website. I clicked on 'contacts' in the site and the page threw up a zooty outlets map which however, failed to work at all. So, I downshifted technologically and looked up that same company in the Telkom phone book. There they were with a 'marketing@' e-mail address for queries. I sent off a message on the 7th of the month. Silence.

On the 13th I phoned the company and asked to speak to the marketing manager. I asked who receives e-mails directed to 'marketing@' in his company. He acknowledged that he did, but initially claimed not to have received my mail. On elaboration of my need, he acknowledged having received the mail, but said 'I would have forwarded it to our technical guys.' Actually, I don't believe he did forward it. Because logic would have had him copy me on the forwarding even if he didn't have the common courtesy to respond to my initial mail.

Then the man 'recognised my name' and suddenly I was the recipient of a half dozen contacts and phone numbers in order to solve my problem. This highlights a not-uncommon issue with many websites from which you try to obtain info. Either the person receiving the mail is unmotivated by the small financial benefit of your query, or they just don't give a damn. It has to be one of those. I don't think it's unreasonable to expect a reply to an e-mail within at least 24hrs. Six days is a no-no. If you're serious about doing business, then respond when people contact you. I frequently give people detailed alternatives when they e-mail me or if I have the sense that I'm the wrong person for their needs. Or if they're on a shoe-string budget and I believe they could accomplish their objectives equally well in another way.

This web-marketing inertia is not unique to South Africa. When I was looking for a dashboard mounting bracket for my PDA before the accessories were available locally, I e-mailed at least three European companies who had the actual bracket I wanted in pictorial

If your website isn't being maintained and you're not regularly checking it, or having it checked, for broken links and the like, you're doing damage to your overall brand image. Unless you're a multinational with a global advertising strategy, few of your local media ads are likely to be seen by the rest of the world. Your website however, is constantly on display to the whole world so it's a paradox that many companies pay such scant attention.

Companies or individuals often have a web presence because it's perceived as the done thing. Used well, your website will be an enticing invitation to people to come and chat more with you. It's a neat way for people to suss out who you are and what you offer before they mail or call you. Then you're not dealing with a cold-call customer but rather with someone who has already exhibited interest in doing business with you.

The silly thing, going back to the battery story is; what if I had been trying to find a local source of supply because I was about to manufacture a product that used re-chargeable batteries? A positive experience with the battery manufacturer or supplier's website would have disposed me toward considering them for that business. After the negative encounter, I certainly would look elsewhere for a higher degree of interest and motivation.

A suggestion: Consider putting a young, tech-savvy individual in your organization in charge of incoming mails regarding product or other queries. Because they enjoy the technology they're more likely to use it effectively. Even if they do have to report into some jaded or techno-phobic marketing manager! And remember, simple, clear navigation, quick download time and client-relevant info up front, works best. A litany of your vision, mission, values and other self-aggrandising blurb means only that you're more interested in yourself than the needs of the customer.

With your website, the adage of 'use it or lose it' also applies to market share and competitive advantage. It's one of the most exciting, flexible, viable and cost-effective means at your disposal for engaging with potential or actual customers. Use it well, or not at all!
About the Author

Clive is a marketing and communications strategist. He helps people and organizations make sustainable change. http://www.imbizo.com