Web strategy development
Your web strategy converts your business goals into an actionable plan for your website.
Leaping into implementation of an expensive social media or search marketing campaign without understanding what you are trying to achieve may end up costing you a lot of money with little to show for it.
Strategy development process
To develop a web strategy, we follow a robust, proven 8 step process:
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Define the goals
- What is your business plan and approach. How does this influence your web strategy
- What is needed to support your marketing plan
- Short and long term goals
- How they will be measured
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Describe the target market
- Who are they
- What do they want
- Where do they go to look for it?
- Why are they going to buy from you
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Conduct Keyword research
Research and define keyword phrases used when searching for your products and services.
This is a critical foundation for search engine optimisation and marketing.
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Outline web content and functionality requirements
Given your goals and your target needs, what will your website need to do to achieve the objectives of both groups?
What additional web assets do you need such as:
- social networks
- email marketing
- mobile applications
You will need a content strategy that defines how you will develop, publish and share content.
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Describe key marketing tactics.
How you go about achieving your goals is dependant on your business, but may include:
- Gathering contact details via the site to build a contact list - how will you incentivise visitors to give you this information?
- Deciding what social media platforms to focus on.
- Search engine optimisation - how will you develop the content to support link building and promotional efforts
- Search marketing - what paid online advertising will you do
- Offline promotional activities
These may be different for each phase of the buying cycle.
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Determine technology requirements
Given your goals and website requirements, what technology will be needed to support and enable these activities:
- Content Management Systems
- Hosting requirements
- Applications (eg video creation)
- Website functionality
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Describe resource requirements
Your strategy must be achievable taking into account your budget, internal skill sets and capabilities.
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Outline timeframe and milestones for implementation.
Organise when and in what order things need to be done. Track your progress to make sure you are keeping to the plan. This will make sure it doesn't go off track.
Sounds like EXACTLY what you need?
If you want a robust web strategy for your organisation and a no obligation chat:
