Small business in Australia is tough, and it seems to be getting even tougher as the financial crisis seems to stay with us and not go away. And so it’s important for any small business to maximise its capacity to market on a budget.
So today we wanted to look at how one small Australian forklift licence business has managed to promote itself online by creating its own website, and consider the cost effectiveness of this as a marketing strategy.
This business is a small business which promotes its courses that it runs for people who wish to become forklift drivers. It offers forklift licence courses at http://forklifttrainingaustralia.com/ and has been in business for a relatively short period of time providing forklift training.
Like everything nowadays there’s many others also offering forklift licence courses, and it’s particularly difficult to compete as a new player in the field. One would assume that a small business operating in a small niche such as licensing forklift drivers wouldn’t have a great deal of competition, however this isn’t necessarily the case. Just jump onto Google and type forklift licence in and you’ll see how many companies are listed there offering forklift training courses.
Of course a small business such as this could market its services in a wide range of different ways. It could advertise in the local newspaper, it could advertise on the local radio or perhaps in specific niche related magazines. And if it had the budget it could even advertise in more mainstream magazines and newspapers, though of course this is significantly more expensive.
However this business decided to market its services in one specific way, namely to create its own website. It did this after an analysis of the cost benefit ratio of various forms of marketing.
It is, of course, perfectly possible to work out how much it will cost you to get a new customer once you have some data. This business had spent some time already undertaking magazine and newspaper advertising, and was able to assess reasonably accurately how much it would cost to attract a new paying customer who wished to obtain a forklift licence.
And it decided, after some analysis, that the cheapest way of advertising its services would be to go online and build a website. Strangely enough, and contrary to common expectations, it’s not all that expensive to create a website. The costs are relatively minimal. For instance in Australia it costs around $25 to purchase a domain name for two years and around $10 to $15 a month to host a website.
Of course those aren’t the only costs in creating a website, you still need to factor in the cost of creating the site itself. However again, unexpectedly, it’s not as difficult as you might imagine to create a simple website.
And whilst it does take some time and effort to learn how to create a website once you’ve spent the time and effort you might be surprised that it’s relatively easy to do so.
And so one person designated in the business to research these matters came to the conclusion that it would be much more cost-effective to market the business via a website on the Internet that it would be to market it in any other way.
And they also learnt how to create a website, and created one. So up to that point the costs of creating the website to promote the business were virtually non-existent.
Of course that doesn’t mean that you are getting customers, only that you created the website. However if you are able to get the website listed in Google so that when local people search for a forklift licence training course they are able to find your website then you will start attracting customers.
And this is what happened. After some time the website began showing in Google and attracting visitors, and a certain percentage of those visitors contacted the company after reading the website and booked a forklift licence training course.
And once there was sufficient data available from the website the company was also able to undertake a calculation of the cost benefit analysis of attracting new business through a website, and found that the cost of attracting a new customer through the website was around a quarter of what it would cost to attract a new customer through newspaper or magazine advertising.
This is a salutary lesson to small business owners throughout Australia. It’s important to do a cost benefit analysis of all forms of potential marketing available to you, but in particular to pay some specific attention to the possibility of creating your own website to attract new customers.
Certainly for this small forklift training business a website has worked. That doesn’t mean that it will work for your business however it certainly means that it is well worth considering.