Aligned Marketing Blog

Do you ever feel dumped on?

I talked with two well-regarded companies last week, both leaders in their industry, and came away with the feeling that their marketing teams are being dumped on. Their stories are remarkably alike.

Their IT Departments built capable websites years ago under the direction of senior management. Both sites contain useful information, have comparable functionality to their competitor’s sites, and represent their brands well. They are, in effect, brochure sites designed to communicate a general message to a general audience. Both sites were developed based on generic business goals.

Sometime between the birth of those sites and today senior management figured out that a website is a strategic asset. A website needs to be part of an overall business and marketing strategy. I know, shocking.

Senior management goofed. Now they want marketing to lead complete makeovers of these websites and, in addition, launch the company into the world of social media. The word "world-class" was used by both teams. As Sportscaster Keith Jackson would say, “Whoa Nellie!”

First, this is a great opportunity for marketing to step up and make a major contribution. The problems are:

1. The existing marketing teams have minimal competence in online marketing. They have a basic understanding of the web, as consumers, but lack the deep understanding needed to create an exceptional web-strategy from the ground up.
2. The existing marketing team has always been a support group, the nice people that create brochures, so they have little strategic capabilities and the requisite confidence needed to lead effectively.
3. Senior management has failed to articulate the business goals that are necessary for successful online marketing.

That last point is critical. As mentioned, both teams have been told they need to build “a world-class website.” As I told them, I’m in the business of building websites and I don’t know what that means. No one does without a clear understanding of the overall business goals.

Here’s why. A world-class website must be tied to a business goal. The architecture of a world-class website built to drive lead generation can be markedly different from a world-class website built to be a central repository for technical information, a library of support, if you will.

Can the two goals co-exist on one website? Sure they can. You bet. In fact, every page should have a business goal. The same applies to social media.

The company’s social media goals need to be well defined. Are you trying to become or extend your role as thought leader? Is the goal to reduce customer service costs by utilizing platforms such as Facebook and Twitter? Or are you just trying to drive more traffic to your website?

There’s no absolute right or wrong here. I take that back. I think it’s wrong when senior management fails to do their job and then dumps on marketing.

Steve Hartkopf

800-707-9150

There are a number of reasons why websites don't work. Five of the top reasons why websites fail to meet expectations are listed below.

1. Your nephew Jimmy: Leaving your company website in the hands of a relative, student, or anyone with a little computer knowledge to save money is unwise. Aside form the obvious qualification issues, there typically is no sense of obligation in this type of relationship. The psychology is the person building your site probably believes they are doing you a favor so almost any result is acceptable. An important business tool (investment) should be connected by an important business relationship.
 
2. Amateur quality: You would not present a business card to your customer that is made from notebook paper. So why would anyone allow their company to be represented by a website lacking professional quality? Amateur production extends beyond the inappropriate use of graphics. Poor navigation, excessive load times, unnecessary or unclear text, poor images, and unappealing colors all contribute to a bad impression and quick exit by potential clients. In short, having no web site is better than a bad web site.

3. Unclear Objectives: Failure to thoroughly plan your website from the beginning can result in costly and time-consuming changes. A properly planned web site begins with clear objectives. Take the time to understand your business needs and objectives before making recommendations. If you need help, hire an expert. Isn't that what you do for legal or tax issues? Technology is a tool, not a toy. A professionally planned web site should be a component of your business plan and an important investment in your business.
 
4. Stale sites: Stale websites do not work. As your business changes and grows, your online representation should evolve as well. Having to pay someone for every little change, usually on their schedule, results in headaches for you and unnecessary expense. Content editing tools have become so user friendly that administrative personnel should be able to make minor changes to your site, which means minimal expense and no waiting for IT. In addition, the best firms offer standard editing packages on an annual subscription basis. Either solution lets you keep up with your business and budget accurately.
 
5. Customers can’t find you: "Build it and they will come" only works in the movies. Recent surveys indicate that 60%-70% of all product and service searches begin online. If you can’t be found, those potential customers cannot become your current customers. The proper tools and strategies can insure that the major search engines will find your website and deliver new customers.

Reason #5, is really reason #1!

Steve
 

The next two blogs are dedicated to low-cost websites and the the 5 top reasons websites fail to deliver business results. We'll start with $300 websites:

A quick online search for "web design", "web designer" or "web development" will return literally millions of pages. The Internet industry has no shortage of companies and individuals who are enthusiastic about offering "website design packages" for your business.

The ads read, "Get a 3 page site for $x!" or "5 pages and a free email account for $x.” The prices vary but the approach is the same. You arbitrarily decide how many pages you want and they'll build you a site to match, just place the order, no questions asked. That approach is simple and works well when buying a pizza, but it's no way to make a decision about a critical business investment.

Years ago it was common for a business website to be little more than an online business card or brochure, and those bought-by-the-page website designs were a reasonable approach. And while today's cheap web designers provide more graphically rich layouts than in the past, in the end you are still left with an online brochure.

Assuming your brochure-site can be found, and that’s a huge assumption, it may give prospects some basic information about your company, but it won't do much to increase your sales, profits, or improve customer relations. That takes a clear marketing message and an online strategy.

I'm talking about measurable results. This is how most marketing companies differ from those "$300 websites” providers. A sound Internet Solution is derived from true business objectives. It is built with specific purposes in mind and measured according to your business plan, sales goals and activity goals. Good solutions are scalable, so no matter what size your business is today you have the tools and flexibility to be larger tomorrow.

The bottom line is, if your website is costing you money instead of making you money, then you need to change your marketing strategy and online approach.

Steve