Thursday, July 23, 2015

What is the purpose of your web site?

The purpose of  web site explained

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.

Online marketing has\many different components, and these all need to be considered when planning your marketing. The trick question is how will you integrate these into your website and your total marketing plan.  

Your online marketing and offline marketing should complement each other and work as a team to get your branding and related business  issues noticed by your intended target market audience in a manner that is not intrusive, objectionable or disruptive, but is pleasant, memorable and  sticky  so that your brand will be in the thinking patterns and thought processes of your intended target market audience when they are looking for your products, services or related information.

So keeping the above stuff in mind, what is the purpose of your web site?

Well this is a very loaded question, and your website has a multitude of purposes, but  it is our view that the primary purpose of your web site  is to serve as a communications hub, that is customer focused and services the information flow needs of   your intended target market audience as well as but not limited to :
  • 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.

The HOA (Hangout On Air) embedded below where +Ammon Johns  and +Vincent Messina  discuss QUALITIES OF AN EFFECTIVE BUSINESS WEBSITE  is  very helpful  in expanding the issues that you need to consider when determining the purpose of your web site. Take note that the purpose of having an online presence and a website will vary  considerably from company to company.

This HOA helps explain the PURPOSE of your web site!!!   Watch and enjoy.

Remember to document what you think is the purpose, aims and objectives of your web site, and be sure to share this with your marketing team.   Then ask that other departments in your business read over this document and ask them to comment where they think their department fits into this document, and what they feel that you need to add to this document,  discussing the purpose, aims and objectives of your web site.

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.

Your web site should be updated regularly and maintained  property by the same team who designed your web site.  Your web site is your primary online asset, and needs to be treated with the same respect that you treat your office space, taking into account that this is the digital entrance to your business, so your web pages should display the appropriate style and branding that your customers would expect to find when they walked into your offices.

Your website serves a multitude of purposes, and each of these purposes needs to be listed in your business plan, and then also listed in your marketing plan, as well as in your business policy documentation.

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