Develop a cohesive web strategy that allows you to engage your audience wherever they are and meet their needs...

The Case for Web Strategy

An effective web presence is more than just a website. It consists of various touchpoints enabled by multiple technologies. Each touchpoint has its own unique way for you to engage your audience and facilitate their interaction with your brand. 

If you are a local business, someone might be traveling through your area and find you on their mobile device. Perhaps you offer professional services that people are searching for right now on Google or Bing. (Would they find you?) Maybe you are an online merchant and people discover your products on a comparison shopping engine or online marketplace. Maybe someone who likes your cause helps your non-profit gain more supporters by spreading the word on Facebook or other Social Media platforms. Some people may already be familiar with your brand through word of mouth and can type your web address directly into their browser.

Much of this activity may seem very random, so what can you do to create opportunities? First, you must develop a cohesive web strategy that makes it possible for you to engage your audience wherever they are to meet their need.

What Does Web Strategy Provide?

Not only must you identify what your users want, but you must give them what they want better than anyone else...

Web strategy results from translating your goals and objectives into an action plan for the web and other digital marketing channels.

It can extend traditional, offline campaigns by blending in new media to inject higher levels of engagement. It can help refine the critical touchpoints where prospects become aware and first interact with your brand. It can land them on your website and influence them to take the next step towards decision.

How is Web Strategy Developed?

The most critical factor for success is to know your audience. If you are an online retailer, you must know your shopper demographics and their buying patterns. If you are a non-profit, you must be able to connect convincingly with sponsors and motivate volunteers to action by articulating the worthiness of your cause. If you are a church or ministry, you must communicate the impact you make within the community and beyond. If you provide professional services, you must distinguish your unique value from the sea of other providers.

Not only must you identify what your users want, but you must give them what they want better than anyone else. This implies that you must also know your competition. Review every touchpoint through the lens of competitive advantage.