If you’re thinking about building a new website or redesigning an old website your first thought may be towards how it’s going to look. That’s fine, but as the online marketplace evolves, getting the most out of the internet requires a new understanding of marketing with the will to implement a long term plan whilst accurately measuring the results.
Strategic planning puts the needs of your customer first. Where do they hang out? How do they use the internet? Your online marketing then needs to be designed and planned to match how your customers use the internet.
Discover your Business Potential
So before coming up with a design we like to encourage our customers to spend time on thinking about their business and how it will serve the needs of customers, new and old.
To start with we like to benchmark any online activity you might be doing now.
If you already have a site we will monitor and record:
- The current visitors to your site.
- The keywords being used to find your site.
- Where you come in search engine rankings for keywords and phrases.
- Where your competitors are ranking for the same keywords and phrases.
- Your competitors’ online activity – what tactics are they using to get ahead.
- Conversion goals using Google Analytics
Another part of the discovery process is to consider your audience. We do this by visualising your ideal customer. We ask questions like:
- Are they male or female?
- What age are they?
- What might they wear?
- What job might they have?
- What’s their background?
- How do they use the internet?
- What’s their current awareness of your business and offerings
- How will they travel to your site – direct, by search or via social media?
The most common mistake of business owners it to think that the discovery process isn’t important or not relevant to their business. But once you start to brain storm and write things down ideas start to flow. Ideas that you may not have thought of without the discovey process.
The results produced by the discovery process cannot only help in designing your website, but also help in creating a workable marketing plan and strategy. With a plan, you can focus your efforts in the right place and ensure your efforts are efficient.
Think, Do, Measure – Repeat
You probably won’t be surprised to learn that you can monitor pretty much anything online.
At the same time, to think that your internet marketing campaign will be right the day you launch it, is fairly unrealistic.
To allow for this, your internet marketing campaign needs to take a long term approach.
By trying out ideas, and measuring the results we start to learn what activities are the most effective for your business. Without this long term approach we are relying entirely on our best guess – that ain’t good.
So, if you’re serious about making profits online you need to invest in a long term approach and let the power of the internet help your business grow.