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Marketing Objectives for Your Web Site

Do you have marketing objectives for your Web site? With objectives to help overcome your main online challenges you can work smarter, not harder.

Think of your Web site objective as the "big picture". It is the basis for a marketing plan and, in general terms, answers the questions:

"How can I use the site to overcome my business's main Internet related challenge?" and/or "What is the purpose of my site?" When setting marketing objectives, keep your site's business model and customers' decision-making stages in mind.

Business Models

The business model defines how your Web site fits into your business - how it will help your company grow. Direct revenue is a popular Web site business model, but it is not the only one. Some business models include:

- Direct Revenue / e-Commerce

Some of the most known Web site objectives relate to e-commerce or other types of direct revenue from the site. That is, the objective is to establish a direct source of revenue from orders or advertising space.

- Build Brand Image

A long-term marketing objective for your site could be to improve sales by building an image for your product, brand, and/or company. Increasingly, this is an explicit goal for large companies with ample budgets.

Small-budget companies can follow suit on a more affordable scale by building an image during the natural course of marketing. You can do this by consistently presenting similar design elements and "personality" at each point of contact with the world - whether that contact be virtual or physical.

- Enhance Customer Service

Your site can increase revenue indirectly by improving customer service. When customers are more satisfied, they tend to spread the word about your products as well as buy more often themselves.

Customers often do product research on a Web site then later place orders via catalogue, telephone, sales representatives, a physical retail store, mail, and/or fax. In all of these cases, a Web site indirectly contributes to building the business.

- Lower Operating Costs

A Web site can help your business by lowering costs. Automated customer service functions - Web-based FAQ, order status reports, product specifications, etc. - can lower the number of customer service calls, reducing customer service labor costs.

A Web presence can also lower operating costs by streamlining communication with your business partners. Business-to-business companies can create secure Web space to communicate and collaborate with customers.

It is even possible to have individual, private sites for major clients. A central "meeting place" that archives communications and other customer-specific information can cut down on administrative costs related to "phone tag", inquiries, and/or the need to consciously keep all players "in the loop".

On the supply side, you could reduce costly business


disruptions by giving key vendors Web-based access to your inventory or other real-time information.

Customer Stages: Awareness, Interest, Trial, and Repeat

When setting your marketing objectives, it may help to think in terms of awareness, interest, trial, and repeat. These concepts are often used in marketing to explain the stages a new customer (or site visitor, in this case) goes through on the path to becoming loyal to your business.

The potential visitor must first become aware of your site. Once aware, you must spark an interest with the potential visitor, motivating her/him to trial, or respond to a call to action on your site. After (s)he visits your site, that person becomes loyal by revisiting in the future.

You may be able to most effectively build your business by focusing on one or two of awareness, interest, trial, or repeat visits, then changing your focus over time. If your site is brand new or known to very few people, for example, your plan is likely to concentrate on ways to increase awareness and interest.

A focus on interest and trial may be in order, however, if you get an above-average number of "window shoppers" - visitors who never purchase (or do not respond to some other call to action).

Additionally, if you sell multiple products or a product that needs replenishing from your site, focus on repeat purchases may be more effective.

Setting Your Marketing Objectives

While there are different approaches to setting objectives, my preference is to develop a single objective for a site that may encompass more than one approach to business building.

In the marketing plan, I include separate strategies and tactics to address each approach suggested in the site objective. I also like to note in the objective both the customer stage(s) and business model(s) I will focus on in the marketing plan. This makes it easier to decide upon the most effective marketing strategies.

Another approach is to address the customer stages separately, in a summary or write-up. With either approach, you should view your marketing plan as evolving over time. As the business environment and situations change, your focus should change as well.

Once you get past the launch stage of a new site, for example, you are in a better position to evaluate site traffic, so your plan may shift from focusing on awareness and interest to building trial and loyalty. Similarly, a better understanding of site visitors may lead you to adjust your business model to more closely address your company's and Web customers' needs.

About the Author

Bobette Kyle draws upon 10+ years of marketing/executive experience, marketing MBA, and online marketing research in her writing. She is publisher of the ecommerce information site http://www.Take-Payments-Online.com . Bobette is also proprietor of The WebSiteMarketingPlan.com Network, http://www.WebSiteMarketingPlan.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
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Marketing - Wikipedia, the free encyclopedia
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Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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