More Than Just a Pretty Face
Your website has the potential to either be a major tool for achieving success or just another wasted expense.
Often, people turn to us with requests and say something along the lines of, “Hey Guys, we need a website. We want it to look like this one and behave like that, then all our problems will go away.” However, our first response is to say, “Hold up, how do you know you need a website? What do you think it will help you accomplish? What are your goals here?”
Sure, we can build a nice website for you with the same fancy effects as the one you presented to us, but unless your brand is exactly the same, you will be doing yourself and your business a grave disservice by failing to differentiate yourself from your competitors, and by not taking advantage of the Internet’s potential properly.
If you really want to stand out and utilize the web to achieve your business goals, then you must start from the ground up. In other words, your overall strategy needs to be unique and customized to solve your problems, and your website must express this strategy both in its design and its features.
If the strategy behind your website is not clear to you, then it definitely won’t be clear to your users. Only when the strategy behind your website is well defined, and suited to your goals can we help you create a memorable experience that will both wow your users and be effective in achieving your business goals.
Building a digital strategy is easier said than done sometimes, I know. So here are four simple steps I recommend:
1. Know where you want to go:
Define your business’ overall objective first — your digital marketing mission must fit into your grand plan. Answer this question: what is the overriding objective you want your digital marketing efforts to achieve?
2. Know where you are and understand how you have gotten here:
With your destination in mind, examine and document the relevant aspects of your current situation. How well is your business doing in comparison to your goal? and how (if at all) have your digital marketing efforts helped or affected your business up to this point.
3. Understand what separates you from your destination:
Now that you know where you are, you can figure out how far you are from where you want to go. Perform a gap analysis by determining how the various aspects of your current state need to change in order for you to reach your desired future. Make sure your very clearly define the obstacles standing between your business and its success (this can be anything from, not having enough exposure, to not being able to compete with your competitors).
4. Set a plan (and don’t stick to it):
Have a planning session, try to use objectivity and creativity to solve the problems that you defined in step three. Examine the tools that are available to you, from social media marketing to web design and create a list of initiatives to close the gap between your current state and your destination. Once you have this list of initiatives, prioritize them against competing priorities and put together a program, a Digital Roadmap, a plan for achieving your business goals. Keep in mind that as time passes and you start implementing your plan, things will change and while it’s important to stick to your plan, it’s also vital that the plan is dynamic.
Now that you have your digital road map, it’s time to build (or rebuild) your website. When building your website make sure that it is an expression of your goal, and of the solutions you created for your problems.
For example: If one of the obstacles your defined was not being able to compete with competitors, then use your site to highlight why you are different and better than your competitors. If one of the problems you defined was no one knowing about you, then build a site that is very SEO oriented, with focused keywords and strong meta descriptions to help get noticed, and use your site as a base for your other marketing efforts.
I don’t want to sound repetitive but your plan must translate into your website and in order for that to be possible, your plan, including your goals, problems, and solutions, must be clear and customized for your unique business.
In conclusion, a pretty website is not enough. Online, your website is your brand and it has the potential to either be a major tool for achieving success or just another wasted expense. Make sure you take advantage of all having a website has to offer.
We are Twanos
We a Jerusalem based company that helps organizations and businesses build their online presence and share their story with the world, without breaking the bank.
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