From a FUFISM based marketing perspective your web site is the primary hub of your online presence, and needs to be used as the core element of your customer / supplier / client communications network.
Every business needs to examine their business plan, and understand the purpose, aims and objectives of their business as laid out in their business plan. This purpose aims and objectives of your business or organisation is then used as a basis to design a marketing strategy, where your online presence needs to be the central point of your marketing strategy.
Your website should be viewed as an essential asset that is used as a communications tool, and forms the core of all your marketing, advertising and customer interaction platforms, both online and offline.
So keeping the above stuff in mind, what is the purpose of your web site?
- your marketing department
- your Public relations management team
- enhance your sales team and sales related administrative staff
- enhance your customer care and related Public relations needs
- solve after sales queries and offer product information updates
- interface between your various social media marketing teams and administrative staff
- act as an online brochure
- act as a cold calling business rep.
- act as a lead generation source
- So many more purposes that are at first hidden and not very obvious at first glance.
This HOA helps explain the PURPOSE of your web site!!! Watch and enjoy.
Do not ignore this input, but act on it and take this feed back to your design team asking how this new perspective can be integrated into your existing website in ways that enhance your customer experience.
Be sure that your social media team are aware of this document discussing the purpose, aims and objectives of your website. Also ensure that your social media marketing team makes good well balanced use of this information when doing their stuff within the social media environment.
It is vital that your SEO (Search Engine Optimisation) team are aware of this document and make use of this when working with other departments as well as your various different marketing teams. This will help to ensure that your SEO is better integrated into your total marketing plan.
Your document discussing the purpose, aims and objectives of your web site needs to be reviewed and updated at least once every month, then the revised document should be discussed with all your marketing teams, asking how these changes impact on their work. If there ARE NO CHANGES ask your entire marketing team WHY ARE THERE NO CHANGES because things are constantly in flux, and many of your aims and objectives should have been accomplished within one month. You may also have thought of a new purpose that is not listed, but not added it. Be sure to add all new purposes identified, as this will have an impact on the content of your web site, and may give your content marketing team new perspectives that they can exploit..
Do you have a web site policy document for your business?
If not then make a plan and develop a website policy document as part and parcel of your business policy documentation that is part of your business plan.