Objective
: Establish your company as an expert in its category
Strategy: Provide
comprehensive, accurate and useful information to establish your
company as an expert in that area.
Objective
: Provide comprehensive product and service information
Strategy: Place your sales and
support material online with tools for your customers to make a
quick search and constantly update the information such as new products,
the latest offers and new price listings.
Objective
: Differentiate your company from the competitors
Strategy: Check out your competitors’
web sites and point out the benefits you can offer your customers
on your site that your competitors are not offering on theirs.
Objective
: Convey key branding messages
Strategy: The site will be part
of your integrated marketing communications strategy and therefore
should reflect the same key advertising messages you have on your
television, radio and print materials.
Objective
: Generate sales leads
Strategy: After including all
the information your customer could possibly want, you provide interactive
feedback forms for them to tell you more about themselves and specific
problems they may have. You
place your contact information on every page to make it easy for
customers to call or send you an email.
Objective
: Establish good investor relations
Strategy: You can make it easy
for investors to retrieve information about your company. Perhaps
you’d like to place a PDF file online that they can easily download,
print and read on their own time.
Objective : Provide resources
to the news media
Strategy: Generally people tend
to find the media more credible sources of information. You can
turn this to your advantage by providing clear and easy to find
information on your site. Journalists trying to beat impossible
deadlines will love you for it, especially if you also provide email
addresses and contact numbers of key people who may be able to answer
further questions.
Objective
: Establish effective online recruiting
Strategy: Your website can provide
information about your company, facilitate immediate communication
through email and present a professional winning image that will
attract the best talents around.
Objective
: Increase awareness of your company
Strategy: You can save printing
and mailing costs by keeping your site updated with the latest corporate
developments, products and new key personnel. All you need to do
then is put everyone on a single email list and send them regular
updates with a click of the mouse.
