Objectives
for your Website
When
you are planning a website, it is essential that you are clear right
from the start why you are building it and what you wish to achieve
with it. This will impact on the design of the website, its content
and ways in which you choose to promote the website and inform your
current and potential customers that it exists.
Ideally,
these objectives will be outlined in an overall internet marketing
plan or strategy for your organisation. Although the creation of
an internet marketing strategy may seem like something that can
be left to larger organisations, this is not the case. By going
through the main steps, a small business can potentially save themselves
a great deal of time and money by ensuring that the website they
have achieves their goals from the start and that it is built to
develop over time in line with their requirements.
The
main elements which should be taken into account and feed into this
plan are outlined in the diagram below:
Company
Strategy: the overall goals that the company has for developing
its business as outlined in the business plan
Marketing
Strategy: the general communications plan to promote the
company to its chosen markets. The internet marketing should form
part of an integrated marketing plan.
Internal
Requirements: this may be to enhance customer service or
support, increase sales (either online or offline) or increase prospect
registration, for example.
External
Factors: influences such as the actions of competitors
which need to be matched, changes in market demands or requirements,
or perhaps changes to legal requirements.
With
the website in place and containing the required elements, then
you can focus on the promotion of the website and its contents together
with how the company wishes to communicate with its customers and
how it intends to keep the website maintained and up to date.
If you
are uncertain about how to plan through what you would like to achieve
with your website, then contact
Rosetta Alba. We offer not only general support and guidance
but also planning assistance which is run onsite with you and your
team and which starts from as little as £200. In either case,
we can guide you through the process to ensure that you have the
right elements in place, right from the start!
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Rosetta Alba Services Limited 2003 - 05