What Has Your Website Done For You Lately?
By John Houle
Five years ago, you may have heard that you needed a website, so you went in the same direction where many other businesses turned. You basically took your brochure, and had someone who claimed to be a web developer place it on the Internet.
Today, you may have heard about how your website needs to be more integrated into your marketing, how it could serve as a resource for your customers, and how bring in new business for you. You also may have been told that you need to promote the site through Superpages.com or Yellowbook.com or that you should advertise on Google.
You may have thought that you finally had it all figured out, but now a new term is thrown out at you – search engine optimization, which quite simply is driving people to your site when they search for products and services.
So, where do you start, or more aptly, how do you restart and reinvigorate your website?
To build a website that is right for your business and your customers, consider what your customer wants, and then do what you're already supposed to be doing, exceed their expectations.
Keep in mind that the beauty of your website rests in its functionality, the relevancy of the content, and the ease of use. Pay particular attention to the last one – ease of use.
Again, let's think from the customers’ point of view. Can you get to any place on your site with one click of the mouse?
Does your home page tell visitors what you do in easy to understand terms?
Is the layout visually pleasing, or is it challenging to find areas of interest?
In the end, content wins, but it must be delivered in a format that is easily understandable, easy to navigate, and useful to the client. One of the many benefits of having a website for your agency and your customers is the unlimited possibilities that can be developed.
At first it can be a bit overwhelming to plan out the entire website: the pages, the functions and its character. To handle that process, we recommend development in stages, much like you've done with your business.
• Clearly define what pages and features will be developed within each phase. This makes for a more effective project management plan.
• Work to ensure that you, your team, and your web developer are all in line with expectations and who is responsible for specific tasks – who will be writing the copy, gathering pictures, working with insurance companies, etc.
• Allow for "wish lists" and future modules to be created for discussion, functionality and budgetary evaluations. In almost every case, once the website process gets off the ground, excitement runs high with wonderful ideas about what should be incorporated into the website.
• Add newly recommended features into a wish list, so that once the current phase is completed, the wish list can be evaluated for its cost and its purpose, as part of an effort to control and better manage expectations.
By working to take a smart look at what is needed now and what is needed down the road, you can be ahead of the curve with your website. Planning your website to adapt to your business is a key ingredient to development from a marketing point of view.
John Houle is president of JH Communications, a marketing-communications agency in Providence, Rhode Island.
Friday, January 2, 2009
Common Marketing Mistakes to Avoid
Top 5 Marketing Mistakes
And the Top 5 Marketing Solutions
By John Houle
In my years of advising businesses and associations on marketing, I have seen good advertising, bad branding, and really ugly communications. But, if I were to nail it down to my personal top five worst, it would go something like this:
5. Having the Wrong People Driving the Bus – There are many talented marketing professionals, and then there are many people who should not be implementing marketing strategies. You’re best to leave the marketing to professionals who have a track record of success in the field. Not to say that you should not challenge your marketing professional; in fact, sometimes the best plans evolve from a melding of the minds. But, always make sure that experienced and talented marketing professionals – a strategic planner, a strong writer, a creative graphic designer, and a skilled web developer – are on your team.
4. Doing It Yourself – Don’t you have enough to do besides implementing marketing campaigns? You company's brand deserves the attention of someone dedicated to marketing. A good communications consultant will fight for his or her plans and keep you focused on marketing your business. Your time is valuable, and so are your employees’ time. Having people who focus on their specialty is a more productive use of time and resources.
3. Paralysis Analysis – During my days I have seen many a Winter Newsletter become a Spring Newsletter that finally is released in the Fall. Websites, print ads, radio and television ads also have experienced similar fates. Too often in the pursuit of perfection and with too many hands in the process, very good products never make it out the door. Strong messages are prevented from being communicated because ‘good enough’ is sacrificed for ‘possible excellence.’ I am a strong proponent of good writing and great creative; but I was once asked to create the “killer TV ad” – it simply does not exist. It is better to get an ‘A-' product out the door that communicates your message than to search for the ‘A+’ that never sees the day of light. Perfect is the enemy of good.
2. Because we did it last year – This statement is the wrong answer to why you continue to engage in old marketing strategies. Not to say, if it works, you should not continue, but because you simply advertised in a certain directory or have always advertised in the “Back to School” section does not mean it is the right fit for your business. All of your marketing – your print ads, newsletters, yellow page ads, web site – should all work together to promote your brand. Before you commit to last year’s initiative, stop and ask yourself if it is the best way to promote your company’s message. There are a myriad of communications options available, and finding the right vehicle to communicate your message to your target audience is the key.
1. Marketing Plan. What Marketing Plan? You may have a perpetuation plan. You may have a business plan. You may even have a disaster plan. How about a marketing plan? When was the last time you and your key people prepared a budget and outlined 6 months of activities or a year’s worth of marketing? A good plan is adaptable to changing market conditions. By developing a plan, you can get a handle on budget, judge different marketing mediums next to one another based on cost and effectiveness, and decide on whom will implement activities. Many of you have businesses that are 25, 50, 75 and even 100 years old. What your company stands for in peoples minds – the brand – deserves its proper attention. How you continue to communicate your brand and its primary message in this changing world of communications will help dictate the next 25, 50, 75 and even 100 years of your business.
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
And the Top 5 Marketing Solutions
By John Houle
In my years of advising businesses and associations on marketing, I have seen good advertising, bad branding, and really ugly communications. But, if I were to nail it down to my personal top five worst, it would go something like this:
5. Having the Wrong People Driving the Bus – There are many talented marketing professionals, and then there are many people who should not be implementing marketing strategies. You’re best to leave the marketing to professionals who have a track record of success in the field. Not to say that you should not challenge your marketing professional; in fact, sometimes the best plans evolve from a melding of the minds. But, always make sure that experienced and talented marketing professionals – a strategic planner, a strong writer, a creative graphic designer, and a skilled web developer – are on your team.
4. Doing It Yourself – Don’t you have enough to do besides implementing marketing campaigns? You company's brand deserves the attention of someone dedicated to marketing. A good communications consultant will fight for his or her plans and keep you focused on marketing your business. Your time is valuable, and so are your employees’ time. Having people who focus on their specialty is a more productive use of time and resources.
3. Paralysis Analysis – During my days I have seen many a Winter Newsletter become a Spring Newsletter that finally is released in the Fall. Websites, print ads, radio and television ads also have experienced similar fates. Too often in the pursuit of perfection and with too many hands in the process, very good products never make it out the door. Strong messages are prevented from being communicated because ‘good enough’ is sacrificed for ‘possible excellence.’ I am a strong proponent of good writing and great creative; but I was once asked to create the “killer TV ad” – it simply does not exist. It is better to get an ‘A-' product out the door that communicates your message than to search for the ‘A+’ that never sees the day of light. Perfect is the enemy of good.
2. Because we did it last year – This statement is the wrong answer to why you continue to engage in old marketing strategies. Not to say, if it works, you should not continue, but because you simply advertised in a certain directory or have always advertised in the “Back to School” section does not mean it is the right fit for your business. All of your marketing – your print ads, newsletters, yellow page ads, web site – should all work together to promote your brand. Before you commit to last year’s initiative, stop and ask yourself if it is the best way to promote your company’s message. There are a myriad of communications options available, and finding the right vehicle to communicate your message to your target audience is the key.
1. Marketing Plan. What Marketing Plan? You may have a perpetuation plan. You may have a business plan. You may even have a disaster plan. How about a marketing plan? When was the last time you and your key people prepared a budget and outlined 6 months of activities or a year’s worth of marketing? A good plan is adaptable to changing market conditions. By developing a plan, you can get a handle on budget, judge different marketing mediums next to one another based on cost and effectiveness, and decide on whom will implement activities. Many of you have businesses that are 25, 50, 75 and even 100 years old. What your company stands for in peoples minds – the brand – deserves its proper attention. How you continue to communicate your brand and its primary message in this changing world of communications will help dictate the next 25, 50, 75 and even 100 years of your business.
John Houle is the owner of JH Communications and provides marketing-communications direction to insurance agencies, companies, associations and small businesses.
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