IT TOOLS FOR SUCCESS In association with Eircom

Niall Feely, Head of Business Markets, Eircom

Growing your business online through web development and email marketing can lead to significant benefits explains Niall Feely.

The Internet allows businesses to interact with customers and suppliers, conduct business transactions in real time and also sell products or services online which can significantly reduce a company’s overheads.

However, these benefits are not confined to large multinational firms. Irish SMEs can also derive similar benefits by growing their business online albeit on a smaller scale.

There is a perception that there are only certain types of business, which benefit from having a web presence, such as companies wanting to sell internationally. However, there is as much relevance for the local business using the web to drive sales and run their companies more efficiently. For example, the local retail outlets and service providers can use both email and websites to promote their offers cost effectively and improve customer response time significantly.

ESTABLISHING PRESENCE

The cost and effort of establishing a web presence has turned some SMEs off the idea of using the Internet as a platform for the development of their business, but there are many proven benefits. Initially, there is some effort involved in creating relevant content for your site and building a database of customers, but the payback can be significant and quick. This apprehension towards growing a business online is not uncommon, however, eircom have tackled the problems that are part and parcel of developing an online presence in the form of three easy-to-use products. These products take the hardship and a great deal of the cost out of the process, enabling Irish SMEs to look at the area in a new light.

HIT THE TARGET

The Email Marketer product for example integrates directly with Microsoft Outlook to allow businesses craft, personalise, send and track emails, invoices and brochures to their customer bases. At a cost of just €300 per year, Email Marketer provides hundreds of ready-made templates, fully traceable emails and instant success reports. This product allows businesses to conduct targeted email campaigns whenever they want and for very little cost. Interestingly, a massive 87% of email marketing is hitting inboxes directly, which is clear proof that email has now eclipsed direct marketing as the most effective means of communicating with your potential customer base.

DIY WEBSITES

Furthermore, eircom’s Web Builder allows nonweb experts to create a professional website cost-effectively without the need for third party intervention - which is traditionally where most of the cost comes from. This tool allows businesses to choose their own design and layout, add company information, upload images and create links all for just a few euros per month.

Also, re-developing your web presence to create customised web-based applications or a customer extranet is straightforward and affordable with eircom’s Custom Web Application Development. This offering provides experienced web development partners who work in close partnership with businesses to create specific company applications tailored to their needs.