technology | by jeff smith

Web Management That Gets Results

Technology has come a long way. In 1943 Thomas Watson (1874 - 1956), chairman of IBM, said, "I think there is a world market for maybe five computers." Clearly, he missed it - today there are millions of computers and most businesses have not only a lot of computers, but also a presence on the Internet.

This happened naturally enough. In the beginning, a website was a great way to create an electronic brochure that anyone could access. Technology was limited and the web was an afterthought to traditional marketing. Over the years, Internet technology has developed at such a rapid pace that we are no longer limited by technology, but only by our imaginations. This freedom gives the opportunity to create a website that will enhance and grow your business.

A website should create revenue either directly or indirectly for your business. Return on Investment (ROI) is measurable if you know the right steps to take and questions to ask of your web team. Asking the hard questions can help you improve your web results.

Are Your Internet Objectives Being Met? Everyone wants results from the Internet, but not everyone knows how to get measurable results that will propel business. In this age of fierce competition, businesses are looking for new ways to maximize their effectiveness on the Internet. Asking strategic questions is an imperative.

Is Your Approach to the Internet strategic (or Tactical)? Our clients always start with us in a process called Discovery. This is a strategic planning session that lasts from one to seven days depending on the size of the customer and the complexity of the site. During this session, we develop all goals - current and future - for the client's web presence. Then we work to attach strategies and tactics to these goals so that when the process is complete, the customer will have a site map and a plan for their future. This approach insures that everything on the web site has a purpose that has been well thought out.

What Do Your Customers (internal or external) Experience at Your Site? Here's a novel idea - to understand how you should design your web site, ask your customers for their thoughts. What do they like and dislike about your current site (or similar sites)? What would they like to see added (products, services, functionality, graphics)? How would they like to learn about sites like yours? We've learned that actual and prospective customers can provide you rich information that will allow you to build the right site AND market that site to people just like them (future customers!). All you have to do is ask the right questions (quite important) and pay attention to the responses.

Are You Effectively Marketing Your Site? Advertising online gives you access to a global market, and can be more cost effective than advertising in traditional media. Successful marketing on the Internet isn't just good luck, but comes from the use of the effective strategies. It is possible to create a customized online marketing campaign, which covers strategic analysis, tracks site traffic, and proactively looks for ways to reach additional audiences and draw them back to your site.

What Happens After the Site is launched? After launch, this is the time for testing and measurement. This is really a study in user behavior. Measuring users' behavior in finding and visiting the site through site statistics and benchmarking, will tell you how accurate your strategic planning and development have been. Through these measurement techniques, you can make revisions to your site that accurately reflect the wants and needs of your target audience. To remain competitive, it is necessary to exist in cyberspace. The true goal, however, is not only to exist, but to excel.

Jeff Smith is President/CEO of Propeller Interactive - Your Copilot on the Internet™. Contact him at www.copilot.com or 913.451.5700