Three Critical Website Marketing Strategy Elements

If you run a business or a law or accounting firm or a medical or dental practice

, you know that you need a certain number of clients or customers to stay in business and earn a living. You probably have a strategy for attracting clients or customers. But do you have a website marketing strategy?

First, a website marketing strategy would be a statement of what you want to accomplish with your website and how you plan to do so. Your strategy would outline your main objective, your specific goals and it would spell out the tactics you plan to use to accomplish your goals.

If you are paying to have a website on the Internet and you don't have a website marketing strategy, my guess is that you are wasting a lot of money. You also might be sending the community a message you don't want to send.

A website marketing strategy should be a vital element in your total marketing plans. If this is the case, your website will be trying to support other marketing activities. At the very least, it will be aimed in the same direction. Here are two examples of what a website marketing strategy might look like.

1. Let's think about a dental practice that has just been established. You have a limited marketing budget and you must make every dollar count. You have far more time than money. Your website marketing strategy might be to create and use a website that will attract the attention of local families who like the idea behind your practice. What makes your practice different is that you have a Primary Care physician, a Pediatrician, and several specialists in the practice. You offer complete family care from birth to death.Your website strategy will have the following goals: get the attention of local people, advertise what is unique about your practice and provide enough information to get people coming to the office because they have been won over by the site. Your tactics will be to create an attractive and functional website that is keyword optimized so that people looking for information or for a doctor will find you quickly by running a local search. You provide articles, questions and answers, and video clips about each doctor in the practice and about typical ailments people can treat at home.

2. You own and operate a rare and used book store. You have been offered a large amount of money to sell your store property. You also have an online (ecommerce) store. Your business is fairly equally divided between walk-in customers and online orders. You have six months to decide whether you do or do not want to sell the store. You decide to try using your website as a real store instead of just an online inventory catalog. The website marketing strategy is to see if you can shift all of your business to an online store without losing your walk-in customers and without losing sales of rare books. You decide to photograph every book in your inventory and post pictures and descriptions on the website. You also upgrade your site so you can sell directly from the site. You mail or give discount coupons to all of your walk-in clients for their first five purchases if they switch to the online store.

As these examples illustrate, your website marketing strategy could be connected to most any business goal. Your strategy will be a set of actions that you reasonably expect will accomplish your goal. You will use such tactics as those in the two examples, or you will focus your tactics on what happens when the visitor to your site demonstrates interest in a product of service. Actions you will take or tactics you will use to draw people to your site will also be part of your strategy.

We live in a society that is increasingly dependent on information shared via the internet. Websites are the first impressions businesses and practices make with potential clients or customers. If your website has no strategic marketing value, you just might be wasting your money. Instead, invest the time to think about what your website could accomplish. Then develop a website marketing strategy and invest in the tactics that will accomplish your goals. You will not be disappointed by the results.

by: Bob Cavanaugh

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