Do you have a strategic plan for your web site?
"Strategy" may be a terribly overused word, but it certainly isn't a used-enough practice when it comes to creating and managing an effective web site.
The vast majority of web sites out there are just that--"out there," with no clear purpose, no specific goal, no compelling attraction to turn visitors into customers.
They lack a strategic plan.
Solid, thoughtful help has arrived for businesspeople, especially those with small businesses, in the form of Roger C. Parker's newest book, Streetwise street·wise
Having the shrewd awareness, experience, and resourcefulness needed for survival in a difficult, often dangerous urban environment. Relationship Marketing on the Internet Internet
Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the .
Parker spells out in great detail, and with very practical supporting tips and worksheets, what he calls the Customer Development Cycle. It's a five-stage strategy that maximizes one's internet efforts while at the same time putting them in the greater context of one's overall (offline) business strategies and goals. The five stages, which are easily adaptable a·dapt·a·ble
Capable of adapting or of being adapted.
a·dapta·bil to publishing businesses, are:
2. Comparison takes place when web site visitors are closer to a purchase. The comparison stage is where the business attempts to communicate a unique competitive advantage over others selling similar products and services.
1. Introduction, where the business and individual web site visitors introduce themselves to each other. Ideally, the business explains its products, services, and philosophies, as well as explaining the benefits of its offerings.
The mutual exchange of information between business and visitor should continue at this stage as more and more detailed information is exchanged. As visitors qualify themselves by providing information about the products or services they're looking for Looking for
In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. , the business should be able to provide increasingly detailed information.
3. Transaction logically follows comparison if (and only if) the business has provided the right information. Often, businesses will provide customized or personalized per·son·al·ize
tr.v. per·son·al·ized, per·son·al·iz·ing, per·son·al·iz·es
1. To take (a general remark or characterization) in a personal manner.
2. To attribute human or personal qualities to; personify. incentives to motivate visitors at the comparison stage to make the commitment to purchase the firm's product or service.
4. Reinforcement reinforcement /re·in·force·ment/ (-in-fors´ment) in behavioral science, the presentation of a stimulus following a response that increases the frequency of subsequent responses, whether positive to desirable events, or is the stage that spells the difference between long-term Long-term
Three or more years. In the context of accounting, more than 1 year.
1. Of or relating to a gain or loss in the value of a security that has been held over a specific length of time. Compare short-term. success or failure. At the reinforcement stage, businesses endeavor to create a loyal, repeat customer out of a one-shot transaction. Reselling past customers has long been the secret to the success of most profitable businesses.
5. Advocacy is the final stage, when a business provides customers with the incentives and tools they can use to refer the business to their associates. This creates an ever-expanding community of loyal customers.
By studying his easy-to-read (even enjoyable-to-read) strategies, one can turn a web site that is currently not much more than a highway billboard (with cars speeding by) to the most interactive business tool since the face-to-face meeting.
Speaking of interactive, Parker also assigns Individuals to whom property is, will, or may be transferred by conveyance, will, Descent and Distribution, or statute; assignees.
The term assigns is often found in deeds; for example, "heirs, administrators, and assigns to denote the assignable nature of e-mail its deserved central role in creating-loyal customers. In tandem Adv. 1. in tandem - one behind the other; "ride tandem on a bicycle built for two"; "riding horses down the path in tandem"
tandem with a web site's own information ("meaningful content," in Parker's words), the exchange of information is a vital component often lost on businesses on the internet.
We highly recommend Streetwise Relationship Marketing on the Internet. Even though his many examples and 29 detailed case studies unfortunately do not include a publishing company, his unique perspective of combining relationship marketing and the internet are very helpful in developing and fine-tuning a profitable web site.
Among Parker's more than two dozen books is Roger C. Parker's Guide to Web Content and Design. He is also a regular contributor to NL/NL.
Streetwise Relationship Marketing on the Internet, by Rager C. Parker. forewords by Lynne Duddy and Seth Godin. 332 pp. softcover soft·cov·er
Not bound between hard covers: softcover books; a softcover edition. . $17.95, Adams Media carp., 260 center St., Holbrook, MA 02343, www.adamsmedia.com.