What's Your Online Stratey?

by Stephen Borkowski

You've thought about a Web site, but have you mapped out your online strategy? Spending a few minutes offline developing your online strategy will help you create a Web site that meets your needs.

Your strategy need not be lengthy. Try summing it up in 4 sentences, for example:

1. I will create my Web site with FrontPage. 2. The site will add revenue to my business through affiliate programs. 3. Site visitors will consist primarily of existing customers. 4. They will find out about the site because it will be included on all company materials.

The following four steps will help you create your online strategy. Once you answer the questions, write your strategy down and keep it in front of you while creating your site.

STEP 1: How are you going to get online?

You can pay a professional designer to create your site. You'll be online quickly, but you may not know how you got there. Or you can create the site. You'll have full control, but you'll need to allow yourself time to learn how to build a site.

[ ] I'm going to have a professional designer create and maintain the site for me.
[ ] I'm going to have a professional designer create the site but I'll be responsible for maintanence.
[ ] I'll create the site myself using SiteDelux.
[ ] I'll create the site myself using FrontPage or DreamWeaver.
[ ] I know, or will learn, HTML and code the site myself.

Tip: Once you know how you're going to create your site, schedule your time and resources accordingly. If you plan to do it yourself, block off time to learn the software. If you're outsourcing the project, remember to ask for references and look at the designer's portfolio.

STEP 2: What's the goal of my Web site?

Think about how you want your Web site to serve your business. This will help you to plan a site of the appropriate size with the right set of features.

[ ] Simple brochure site to communicate with existing customers
[ ] Brochure site to attract new customers
[ ] Additional Revenue stream via affiliate programs
[ ] Additional Revenue via online sales

Tip: Your goal should match the scope of the project and your own expertise. For instance, don't try to create a fully functioning e-commerce site in one week. Once you get comfortable with the basics you can add more complex features.

STEP 3: Who is your intended audience?

A follow up to STEP 2 -- what group of people are you most interested in attracting to your site?

[ ] Employees, friends and family.
[ ] Existing clients and customers.
[ ] Potential customers I've contacted offline.
[ ] People who know nothing about my business or my products.

Tip: Write the content for your site with your intended audience in mind. Remember, the information your prospects need may be different from the information existing clients seek.

STEP 4: How will your intended audience find your Web site?

Thousands of new Web sites come online everyday. How will you draw your intended audience's attention to your site?

[ ] I'll put my Web site address on everything.
[ ] I'll register with search engines.
[ ] I'll invest in online advertising campaigns.
[ ] I'll try offline advertising campaigns.
[ ] All of the above.

Tip: Driving traffic to a Web site is no small task. Don't be afraid to use your imagination to come up with unique ways to bring visitors to your site. If you're hiring a designer, ask for tips and ideas. If you're doing it yourself, visit GeniusShack's message boards to find out how other members are attracting attention online.

12.04.2007. 15:56

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