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| | | Measuring Your Website's Return on Investment
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| By Linda Rigano, Director of Strategic Alliances, ThomasNet
For today's industrial business, a website is no longer just a place to post company information. Online, your website is the first point of contact for a potential customer.
With research showing that nine out of ten industrial purchasers start their buying process not by picking up the phone or consulting a supplier's catalog but by searching the Internet, your website could easily be the most critical tool in your marketing arsenal. Aim it accurately at the right targets, with your online marketing efforts, and a wellcrafted website can be the vital link to a world of new customers and business opportunities. Shoot blindly and chances are good that your competitors will reap the bounty. And thanks to the anonymity of the Internet, you'll never even know it. So how do you know if your website is engaging your targets or just shooting for the moon? The key lies in an astonishingly simple concept: measurement.
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