Making the Complex Simple
By:
Thomas Young, MBA
One
way to describe successful Web marketing is taking a complex process
and simplifying it. This is generally what has to happen when a
Website is built and marketed. This is not easy and often leads to
problems in launching and developing a Website that represents the
business well and meets user needs. Most companies have a hard time
simplifying and translating what they do well to the Web.
We
have worked on understanding our own process for several years and have
used it as a foundation to develop the Intuitive Website’s Four Step
Guide to Marketing Success on the Internet. This process gets results
for our clients because it is easy to follow and comprehensive at the
same time.
Here are a few ideas to help you in taking a
complex business model and transfer it to the Internet in a way that
adds value to Website visitors. This will help you better communicate
your message and market your Website.
Write a Business Plan
The
fundamentals of writing a business plan (marketing plan included) will
help you get an understanding of your business’s key strengths and
overall strategy. From this plan should come the first draft of a site
map for your Website. Websites, after all, are online business plans,
without disclosing confidential information. If you have a strong
business plan, then your Website should follow suit.
Break Down your Service and Product Offerings
The
most important part of your Website is your product and service
offerings. Much of your success online depends on how well you
organize and describe these areas on your Website. These pages are the
most popular on your Website and the reason you have a business!
Organize them so they make sense to customers and are very easy to
follow. Keep them simple and direct without a lot of marketing fluff.
Develop a Process that Works
Processes
that work get results and Web users understand this value. Explain
your process and why it works for customers. This is especially true if
you are selling services. It is also important for product sales
because effective operations are a major differentiator and add value.
Remember, you only have a process if others can duplicate it. A great
book to read on this subject is the eMyth.
Develop a 15 Second Commercial
In
my work with CEOs, I ask them to describe their business in a few
words. Most of them can sum up their value to customers very well, yet
this content is usually not found on their company Website. Develop a
brief and concise message about your business that pushes the hot
buttons of your target market and communicate this on the Web.
Use Standard Navigation Links
Standard Web links include the following:
Services/Products
Resources
About Us
Contact Us
Privacy Policy or Statement
Guarantee
Copyright
Site Map
These
are links that are understood by Web users and should be on every
Website. It also helps you organize your content by following these Web
standards and better explain your business online. Avoid getting
creative in these areas because it confuses the user; stick with what
they know. Other links can include customer testimonials or a client
list.
Look for more content on this subject in upcoming email
newsletters, Webinars, podcasts and more on the four-step guide as we
continue our mission to help companies succeed on the Internet.
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