Emarketing:We Have A Website Live, Everyone Can Relax - Not Really The Actual Work Starts Now |
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Over the years we at AftertheNet have often come across clients who have been stuck with the complacency of having a live website but not making any efforts to use it optimally. With the increase in cost of getting products/services marketed in the offline scenario and the shrinking resources to meet these costs they were forced to look at other viable options. Astonishingly they were on the look-out for these rather than looking-in for them. To make myself clear, before they came to us they largely ignored their website which was a resource waiting to be tapped; and quite as potent as their offline initiatives What to do: Relook at your website: Take your best practices from your Offline sales efforts and make them visible on your website. Your segments of buyers, your company branding, your offers all these have to find a place in the most natural order on your website – simulate it as closely to how you would be talking to your prospect. Make content and design changes based on these.Track Activity: Take cue from the sales meeting you have – how many sales from respective segments, geographical distribution of sales, new markets to be tapped, obstacles to your sales flow. On the similar lines track each activity of your visitors on your website. Google Analytics, Omniture, Statscounter etc are tools that help you track these activities. Review cycles: Keep reviews as a monthly exercise and religiously conduct them to know what success you have had and what you should aim for. Chalk your strategy around judiciously structured On-page and Off-page efforts which will both increase your visitor flow and conversions. Remember Websites are no longer "Live it – Forget it." In the changed economic scenarios the competitions has shifted from Offline to Online. The best part is – you already have some visitor traffic coming to your website and simply by tailoring your website to meet their expectations gives you instant success. Going forward a right mix of a strategic and proactive approach will not only help you keep up with your competition but you may also zip past them. At AftertheNet we have a complete end-to-end cycle that supports our clients to do this and we strongly recommend everyone who intends to get the offline edge, to take an overall holistic approach to succeed. As a senior member of the team at The Web Strategy Company and its parent AftertheNet, Yan uses his diverse online industry experience to bring to you cutting edge ideas and strategies. These are not only easy to understand but also simple in implementation.
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