Use a free web site-creating tool, such as weebly.com or yola.com, to build a page about your company. “Nothing fancy,” says Godin, “but list your locations, your people (with addresses), and make it clear you want to hear from people.”
Suggest that the company start sending an e-newsletter to customers, using MadMimi.com or MailChimp.com. With Mail Chimp, you can send up to 3,000 e-mails a month to 500 recipients at no cost. It also offers free guides on e-mail marketing.
Start an e-newsletter for your vendors. Godin touts it as a way to provide updates on what you’re doing and selling, and what internal problems vendors could help you solve.
Post a whiteboard in the break room. Use it to share updates about how many people subscribe to the newsletter, how many people visit the web site, how many inbound requests come in by phone, how long it takes customer service to answer an e-mail and how often your brand names are showing up on Twitter every day.
Start a book group that reads and discusses one great online media book per week.
Don’t have any meetings about your web strategy. Don’t be afraid to try different things, Godin says. “First you have to fail, then you can improve.”
He says, “The problem is no longer budget. The problem is no longer access to tools. The problem is the will to get good at it.”
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