Businesses with websites and other managed web properties that aren’t tied enough to the rest of the business (ex. not contributing to lead generation online, become siloed from the rest of the business. This creates a lack of clarity for the business to understand how social media, content marketing and their online properties can work for business goals. In this case, the website is a static property that is not perceived as an important part of the business and might be updated or checked up on every once in a while.
Step 1: Identify Business Goals
The first step to break this cycle is to identify what the goals are for a business, then define how online initiatives can play a part in it.
- Lead generation?
- Brand awareness?
Step 2: Determine How the Web Can Assist
What elements are on the website/web properties already exist or can be developed to assist business goals?
- Contact page
- Opt-in Form
- Members-only area
Step 3: How to Generate Interest
What initiatives can be developed to assist in driving people to these elements?
- Social Media
- Traditional advertising
- Online advertising
Step 4: Are These Initiatives Campaigns or Ongoing?
Some initiatives like SEO are ongoing, but some can also be done in shorter periods of time to help achieve business goals.
Step 5: Map Out a Simple Measurement Strategy
First, determine if there is a measurement tool currently in place and check if it is working properly. If not or you suspect something is amiss in your current data, ask for help. There are many different tools in the marketplace – the most popular (and free) is Google Analytics – this tool can do just about everything and is rapidly changing. See Universal Analytics. Once you have a tool, set out what you need to measure and how you will go about to do it. The beautiful aspect of the web is that it is measurable and can offer clear answers and solutions to help achieve your business goals.
This is a general overview to help you get started.