How to Create a User-Friendly Website Marketing Strategy
So many times I see companies create highly-aggressive marketing campaigns, which will work in the short run but alienate new customers in the long run. As google becomes more focused on promoting sites that create good user experiences, rather than sites that just “tick the algorithm boxes”, these types of sites will need some reworking and a rethink of the strategy.
Let’s look at how to create a website marketing strategy based on sound usability principles and a good user experience, not “the numbers game”.
Let’s start off with your goals as the website owner. After all, you’re not building the site for fun, you are building it to increase your commercial success.
Identify Your Website Business Goals
- Develop name recognition or enhance company image
- Develop a national or global market for your business
- Generate income
- Sell products to consumers or wholesalers
- Reduce customer service costs
- Extend customer service hours
Define Your Audience
Without having a good idea of your customers’ needs and wants you will not be able to write website copy that engages with them, or add website features that they want to use.
If you’ve not conducted market research and developed personas that describe your typical website visitors, you’re going to struggle to create a good internet marketing strategy for your business. You need that solid foundation to base your planning on.
Jot down scenarios in which different types of visitors come to your site and try to think about how you would address each of their needs. For example, are you:
- Selling products to the public
- Providing business-to-business services
- Offering expertise to other professionals in the field
Each of these distinct audiences will need specific information and features – of course there will be some overlap between the groups, but there will be additional user requirements from each of your types of prospects and customers.
Usability professionals use user-testing and persona gathering to accurately answer these questions. By interviewing real people you can be sure you’re not making misguided assumptions about your website and what it does.
Explain What Makes You and Your Website Special?
Working out your USP is another key aspect of your website strategy planning, it’s also something that has to happen in the real world too – you need to differentiate yourself so you can compete effectively. Here are some ways to differentiate yourself. You might want to google for topics like “SWOT analysis” if this is new to you.
- price
- quality
- service
- uniqueness of product or service
- location
- times available
- proof of effectiveness
- guarantees
Research Similar Sites
It’s helpful to see what the competition is up to. When I work with clients, I do reviews of their competitor sites and list the strengths and weaknesses that I uncover. Here’s a brief list of the sort of things I look for.
- Identify content, features, and design elements I like and don’t like.
- Look for common features amongst the website in the niche/genre I am researching
Consider your Entire Marketing Strategy
Coordinate your online and print media design plans. Try and create design assets that can be reused.
Budget for search engine optimisation, internet marketing, email newsletters and site announcements, as well as offline marketing like newsletters, postcards or other print media.
Consider Site Content, Features and Functionality
You only want to add features and information that your visitors and customers want, so this is where the research pays off dividends – you’ll only invest in providing what people want to use.
Content and features could include…
- Audio, video, blogs or other social media integration
- Email marketing integration
- Lead generation forms
- Ecommerce shopping cart or order forms
- Adding a content management system so you can edit your website without any special skills
Allocate a Budget
A website should be integrated into your existing and long-term business goals and not considered a one-time marketing expense. Budget for the initial cost of site design and development, but also keep in mind that you’ll want to update your site just like you make changes and updates to your business. Remember a stale site will undermine your online credibility, so always plan for future updates in your marketing plan.
Register (Additional) Domain Names
If you don’t have one, register a domain name. I use http://www.justhost.com for most of my websites.
When it comes to picking a domain, remember the following tips
- Is it easy to spell?
- Does it reflect your company name or product line?
- Does the domain name match what your customers will be searching for online? The closer, the better.
- Will it show up well when used in print advertising?
Identify the Website Content to be Published
Work out a publishing schedule in advance, so that you know what content you need to produce and when. This is a key part of planning your website and making sure visitors know when to expect fresh content from you.
Review the content you already have in printed brochures, flyers or newsletters – is there anything that can be referenced or re-used.
Collect graphics or photos you have for logos, signs, posters, products, staff or personnel – this can be great for “what’s happening pages” where you can show the more personal side of your business – important if you’re adding social media marketing to your plan.
Set a Target Date for Completion
Set up a schedule of when you plan to review, write or provide site content, who you have to meet with to make decisions and a target date of when you expect your plan to be fully operational. If you don’t set a dealine it can be easy for your site to drift and not be updated as it should.
