Are you struggling with how to create a web marketing strategy?
As a web designer with 12+ years experience, I come in contact with many business owners embarking on the journey of creating a web site for the first time, or businesses who have shifted in some way or another and need to redesign their existing web site. The best advice I recommend is to sit down, map out your goal, and take the four following major areas into consideration. Focus your attention on these four key marketing strategy elements, they will make the difference between a good web site and a great web site. Five Elements of Web Marketing Strategy
- Visual Appearance.
- Usability.
- Management.
- Business Objectives.
- Content is Key.
Visual Appearance As you create your web marketing strategy keep in mind, your website is for your visitors and potential clients, not you. I know you didn't like that comment, most clients don't, but it's true. Your web design should focus on the the user, they will hopefully, come to your site over and over again. Remember design is subjective, just because you and your colleagues like the design, it doesn’t necessarily mean your users will. Consider who your users are, their demographics and their perceptions. Make sure it's appropriate for the audience, and reflect your branding. Younger people will appreciate a busy, bright web site, while an older crowd many want less dynamic, overwhelming features. Put together a focus group of your target clients and to do a usability test.
Usability If the website looks great, is it easy to use? Make sure there's a logical progression of information. If it's hard to find features, or information it will frustrate users and reflect badly on your organization. Ask yourself the question "What will users want to know when first when visiting your web site?" Take note, I did not say what you want them to know. Develop and think of the web site strategy as a road map to what you have to offer. Always consider the user first, and include a site map on the site, and make it very easy to find.
Management The internet today is a dynamic and ever changing platform. It is not enough to simply build a site, make it live and forget about it. Web site technology now allows you to update and edit pages on your site with limited training. Keep the site growing by adding fresh content, consider a news page updated frequently. If you don’t have the right tools to do this, make a note of what you want and how you would like to see it visually and incorporate it into your web marketing strategy.
Business Objectives Build your site to meet your business objectives. Important note: your site exists to drive inquiries to your business or organization period!!! Make it very obvious how a potential customer can find or contact you. Yes, you get to tell your story (keep it simple and uncluttered), and yes, you get to show your work. But at the end of the day, you need to get leads and or sales driven from the site. Make your shopping cart and checkout process easy to use. Business objectives are perhaps the most important of all the areas in this list and the easiest to fix.
Content "Content is king," it's a cliché, it's not hard to find a lot of websites who could use a complete content overhaul. I can't stress this enough before you head off to get designer help, create your content. What's that? Your business details and information, take your business plan in hand with the usability map you created and write the text to go along with the topics, subjects, or pages. Unique, compelling content that is interesting and written for users, provides a fantastic foundation to build your popularity. If you can't do this task the alternative is to have your text written and the site designed all in one. Use a internet marketing firm, Interlynk Marketing, does the research and places SEO information where you need it. If you're working with a budget, do this planning step before you go into designer mode.
In Designer Mode So with a clear, objective view of the site in the front of your mind, it’s time to speak to the designer. Don’t reduce the designer to a pixel pusher with you controlling the design process, focus on communicating what you perceive as solutions to the user. Tell your designer about color preferences. Explain challenges, your target audience, for example, you are worried a pre-teen girl won’t be attracted to blue, let the designer make suggestions. Your designer might suggest changing blue to pink or recommend other alternatives. Your designer is in control and you get the full benefit of years of experience.
Contact me for a free, no obligation appraisal of your existing website? I would be happy to discuss the ways I can provide a better performing website, web marketing strategy, converting visitors to customers. Leave me a comment below how you handle web site updates and what works for you. Know someone who could use the knowledge, click below to share.
About the Author: Lynn K. Thompson, a.k.a. "The Branding Pro", has a gift for creating powerful visual design to deliver brands that wow clients and sell consumers. To her clients her savvy consulting style and resourceful marketing has helped entrepreneurs turn passions into a solid, profitable business.
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