Websites Need Marketing Plans
- As seen on www.iBizResources.com

Having a web site is an integral part of a company's marketing strategy, and most firms invest a lot of time and money designing the perfect site. Web content and design are important, but companies are learning a hard lesson about the Internet -- a great site is not enough. Making a website successful involves more than just going online and putting the url on business cards. A successful web site is not just a facet of a company's overall marketing plan; it needs a marketing plan of its own or an internet marketing strategy.

Web site promotion often falters because developers are concerned with creating the site and marketing managers typically have little time or experience to focus on an effective internet marketing strategy.

Unfortunately the site, if continually neglected, loses its marketing potential. Understanding how to make a site successful can be tricky. But answering these seven questions and creating a solid marketing plan for a web site can better ensure a site's success.

1. What is my niche market or unique selling proposition?

Many companies answer this question in their business plans, but they rarely ask it in regards to their website. On the web, a company trying to be everything to everyone risks looking like an expert in nothing. The Internet is full of websites all pushing the same message or product, and specialization is the key to standing out in a sea of sameness.

Imagine a general practitioner physician looking for accounting software online. She finds one site selling software specifically for a general practitioner's office and 4 others that sell general accounting software. Which will she choose? Companies online need to have a clear understanding of why they are the ONLY solution to a particular market's needs. If a website cannot illustrate why its company is the best solution, the visitor will move on and find a site that does.

2. What is the purpose of the web site?

Often times, a company's purpose for their web site is to get new customers. This is a viable goal that everyone hopes to achieve. But there are other purposes to consider in an internet marketing strategy -- like tailoring the website to up-sell current customers or becoming an information resource for new and current clients.

Having up-to-date frequently asked questions and other company/product information on a site can be beneficial to new and old customers. For up-selling, companies already have current client contact information and offering those clients incentives to purchase directly online can be good strategy. Regardless of what purpose is chosen, the number one goal of a site should be to involve new visitors as quickly as possible to achieve that purpose.

3. Who is the main audience?

This one is just common marketing sense, but people often forget to apply it to the web world. Understanding the site's audience makes it easier to market to them. Identifying a target market helps a company know where to advertise their site.

4. Why would people want to come to the site?

Information is key. Information is the hook all successful sites use to get people initially interested. A site that only sells product is unlikely to be appealing to someone not ready to make a buying decision.

Every industry has information that a potential client would find interesting. By sharing this information with site visitors, a company can establish itself as an expert in the industry.

If a company insists on making its site solely an online store, prospective buyers are unlikely to find or return to the site simply because there are a dozen other sites offering identical products.

5. How does the site establish trust?

Internet users that haven't heard of a company don't know if the site is legitimate or run out of someone's basement. To counter this, building trust is crucial. Simple things like including a phone number, fax number, office address, and email address that is tied to the web address will help. Having photos of the brick and mortar operation or staff is also effective.

Another important tool is a testimonial page that includes customer quotes and their contact information. Sometimes just the opportunity to contact current happy customers is enough to reassure hesitant visitors that the company is reputable and trustworthy. Having valid link exchanges can also help build trust. If a potential client reaches a site through a site they have already deemed reputable, the new site will automatically be given credibility via association.

6. What will be done to get people to return to the site?

Getting people to return to a site means using 'Push/Pull' Marketing. Push marketing, like with television or print ads, pushes an ad on people as they are experiencing something else. But a web site needs to Pull a user to the web address.

Whether a user finds the site on a business card, search engine, or a link from another site, there has to be something enticing enough (like interesting information) to make them visit. Once they arrive at the site, the Pull Marketing needs to be converted to Push as soon as possible to guarantee their return.

This is most commonly done through a newsletter or contest signup. If users can be enticed to give their email addresses and approve future contact, companies gain a direct push marketing vehicle and a pre-qualified lead list for years to come.

7. How will people find the site?

If a company has addressed the previous six questions, actual promotion of a site becomes much easier. Approximately 85% of people find new sites on search engines, so devoting energy to search engine placement is a must to increase overall exposure.

Information that is added to the site to entice visitors is also appropriate for ezines and article announcement services and should be submitted to those as often as possible.

Creating link exchanges with similar types of sites and directories increases both the overall exposure and value of a site in the eyes of the search engines and visitors.

Executives 50 years and older typically find new sites through print media, so look to offline resources when possible to promote the site. Advertise in industry related magazines and propose article content when possible. Direct mail can also entice targeted businesses to visit the site.

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