Creating Your Site Strategy, Internet Marketing

Creating Your Site Strategy

Remember your web development efforts are a marketing activities. Be proactive. Embrace the Internet as a powerful marketing tool and you'll reap the rewards. Your site strategy is your most important starting point.

Think, Plan, Organize: And do it first. Begin by asking: Why are you creating a website? How is the website going to support your business? Will the site change your business model? Are you looking for new customers? Serve exciting customers? Cross-sell? Upsell? Fulfillment? Creating a portal?
Ease of use: Make it fast, quick, shorter, accessible, interesting and well written.
Content is King: Cool is out. Difficult is out. Wandering about is out. The site must have a direction, a purpose. Simple is in. Useful is in. Interesting content is in.
The marketing offer: What is your offer? Make an offer.
Attention: Grab and shake the visitor instantly. Your visitor is only one click away from leaving your place. Don't let the gimmicks become the site. Use them sparingly and early to move reader along.
Type for readability: Passive messages are out. Write in short sentences, surfers scan rather than read. Don't use ALL-CAPS. Anything vertical is difficult to read. Too much italics decreases readership. Type size less than nine point is difficult to read
Graphics for support: Graphics on the web are similar to graphics in print. They are to get attention, to draw in. The copy then takes over and sells. Your cover page must be attention grabber and download fast. Slow downloading will kill it.
Ability and ease of response: Include several communication options. E-mail is obvious. Ask for a site evaluation. Ask those surfing to allow you to send your news to friend s and coworkers who might also benefit from a visit to your URL. Ask for response and make sure you respond immediately. Never underestimate the short attention span of your audience. People expect immediate response, not a day or week later.
Bringing them back: A good website is a "process not an event" It moves, changes, grows. Offer articles, tips, special events, games that change every day or week or two weeks or month. Change you message often. Your visitor needs only to say once "I've seen this before" and he's gone.
Marketing your site: There are many ways to market web sites. Go outside the electronic media, list the site in print, during broadcasts, and in direct mail. Advertise you site in other media. In all off line advertising, on your business card, letterhead and in your brochures.
Establish links with other sites that are complimentary to your business. (Don't link your viewers away from you) List your site with the major search engines and keep these listings up to date.
Navigation, ease of use: Your navigation bar must be everywhere and easy to use, with large type and descriptive copy. Make the site easy to navigate and find the information. Make it informative and entertaining.
Immediacy: When you receive and order or inquiry, act and respond immediately. If you can't, stay off the web until you can.
Measure your results: What worked? What does not work? Why? Now you have all this knowledge what are you going to do about it? Test, experiment and test again. Is it "what?" or is it "wow!"

The Internet is the most exciting and challenging advertising media you have encountered. Be on the lookout for changes, they'll be there

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