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Goals & objectives It’s an old saw, but true nonetheless: without goals, you can’t know that you’re where you
wanted to be, even if you do get there. So before setting out on a web marketing program –
and at least annually throughout it – it’s a good idea to sit down and define what it is that
you’re trying to accomplish. It’s also important to recognize a few truisms at the outset... - many more people will visit your site than the handful that you specifically want to
market to; - those other visitors are likely to talk to the relatively few real prospects, which makes
them influencers ...making their goals also important.
It turns out that neither group completely shares your (company’s) goals, which makes your
task one of finding the area of intersection where both your goals and those of your web site’s
visitors can be mutually satisfied, as fully as possible. Your company’s goals:
For a B-to-B company, by far most of the point of doing Web strategy is to identify
prospective customers and capture their salient information, so that they can be nurtured
over time toward a potential sale. That doesn’t mean that you shouldn’t also provide for other users’ legitimate needs for
information, or try to accommodate other company goals as well. Those might include:
Reinforce company brand/identity: If your company has gone to a lot of offline expense to
establish a branding strategy, then certainly you want your site to reinforce that strategy as
consistently as possible. Broadcast the company’s message: Having a company web site essentially gives you a
bulletin board in cyberspace ...or the equivalent of a space ad with near-zero insertion costs.
It only makes sense to take maximum advantage of it. << previous | next >>
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