How do you write an effective web strategy?
What is a web strategy?
An effective web strategy is based on supporting the business idea and delivering the right message, to the right customer at the right time. But to be able to build strategically communication strategy you often need to take a step back and retrieve and analyze data. Data is retrieved from sales data, Google Analytics, Google Ads and analysis of keyword volumes and positions on Google.
A good website should reflect a company's business concept. The company's web strategy shows how you think online and what you want to achieve with your web, mobile adaptations and brand. The web strategy contains business goals for the digital investment and how to achieve the goals.
In addition to the website itself, tactical marketing for various digital channels and various investments in digital advertising and how you can improve the company's ROI are described. A comprehensive web strategy includes web analytics, web production and various digital channels such as SEO, Adwords, referals and social media!
How does your site work at the moment?
What does the situation look like today and what is the vision. It is not uncommon for companies to have poor digital maturity and some have dutifully set up a website. But what if your competitors have a much more efficient digitization or visibility online than you do? This means that they get a competitive advantage over you that can be difficult to handle.
Example of perfomance marketing
- Search engine optimization
- Social media
- Content Marketing
- Performance advertising
- Bid management
Do you know where you are and where you are going?
Start by taking an inventory of what resources you have and what online sites you manage.
- What are the strengths of your website?
- What are the weak points?
- Which USP (Unique Selling Propositions) the best selling arguments can be clearly seen on the website.
- Is there credibility behind the site (domain trust)?
- Works buttons, forms and call-to-actions so that you get new leads and customers?
Who is your target audience?
How do you analyze the website and do you have a team or function that does the analyzes. IN Google Analytics You can get basic information about your target audience such as age, gender, repeat visitors. If you talk to your salespeople, you can get more detailed information on how the sales work and what the target group looks like. Other parts of an organization that have a lot of customer contact and often know a lot are customer service and the reception.
Some web agencies and marketing departments choose to work with people where they define different types of people that you turn to to illustrate what the target group looks like demographically and based on different psychological factors. Some go so far as to name people with fictitious names, ages and professions in order to be able to concretize how the website works and to understand what the target group looks like and what motivates them.
The web is central throughout the customer journey
Is the website central in all parts of the customer's purchase journey? from building brand awareness to getting the customer more convinced that they need a particular service or product. For brand awareness It is important to capture new leads early on when researching the market for different types of solutions.
Regarding the buying phase so it's about how good we are at conversion. We not only want the traffic to the site but we also want them to convert and become leads.
What are users looking for?
For an entrepreneur and marketer, website traffic can mean the difference between success and failure. Much of the traffic comes from Google search? SEO. SEO comes from the English Search Engine Optimization and is sometimes translated to Search Engine Optimization. It's about working with the search engine's organic results so that the content on our site is judged to be interesting and relevant to Google so that our content comes high on keywords that are relevant to us. In retail, location is one of the most important factors and so is it. online where the volume of the customer and potential customers who visit a particular website is of great importance.
The search engines' demands for quality are constantly increasing and this places demands on those who work with the website. There are many aspects of a visitor's experiences on the site that must be taken into account.
What are the keywords that potential customers use when searching online before becoming a customer and after buying something. It is possible to produce a detailed customer journey with statistics on search volumes and search behavior analyzes. A search behavior analysis provides a good map for how to build the website and that their experience will be such that they can easily reach the content. In parallel with building the right structure, you must optimize the content to win placements over the competition.
Identify your digital competitors
What do the digital competitors look like in your business area and are they the same competitors you met in the real world. Which competitors have the highest profitability (check allabolag.se or download company reports from hitta.se). Develop all their external links to find partnerships and customer segments. See what their Adwords ads look like and where they get their traffic from (Semrush.com).
read more about competition analyzes.
Make sure you have quantifiable goals
In the web strategy, there are clear objectives and measurements so that the plan can be realized. What do I want, measurable goals, what do I want to achieve and clear definitions of what competition looks like within the niche. A web strategy that is more economical can have measurable values for conversion costs and how they can cost and ROI on different channels.
Define realistic goals based on the resources available to you. If you want links, there are lots of techniques that are often gray-hate and you want to take the risk for sure, but it is hardly an effective strategy. Different KPIs help you see how the site should be developed and how it works in relation to your competitors. There are lots of commercial tools for that benchmark a website and market KPIs rmot competitors and if you want to run the budget variant you can use tools like kwfinder, SEOLytics or check out the links with Majestic.com.
Depending on whether you use Google Analytics software and set up various tracks, it is possible to follow the development at the start of the campaign and the existing goal. For an online shop, it can be about revenue from e-commerce, goal conversions, time on the site, affiliate brands and more. There are many who focus on links which is old-school.
It is possible to measure different conversions, how many inquiries, newsletters, seminars, submitted contact forms, downloads etc.
Statistics - tracking and Analytics
Most things on the web are traceable and measurable, and by setting different quantifiable goals, it is possible to ensure that the site develops in the right direction.
Since you certainly have access to Google Analytics, it is possible to set quantitative goals for visitors, reduced bouncer rate, target groups etc.
We are happy to help evaluate a website and see that it works optimally with Google and users. A common mistake is that you have not cleaned your traffic from spam bots, which can give grossly misleading statistics. By following up KPIs, it is possible to continuously improve your online presence and websites.
read more about KPI:s
How does your web department work - do you work agile?
Finally, you need to think about what your web organization looks like. Are you dependent on external consultants or do you have an in-house department that is able to deliver with quality. Building a website requires different types of skills ranging from developers, to interface designers and copywriters. Is your organization innovative and are they reacting to new opportunities or is it wiser to hire external consultants for certain selected parts? Does the leadership work and is the coaching good so that the organization works effectively? How often and frequently do meetings take place and is it a functioning team that comes to smart decisions.
Different types of channels that are included in the web strategy
What your media strategy looks like and which channel strategies give the best ROI varies from different industries. When you define different channels, you are at a tactical level and often you can reach a certain level which then flattens out in efficiency.
Results-based search engine optimization
Does the site work as it should and you rank on your keywords. What does the visitor trend look like and are there any problems with how the site ranks. Have you covered long-tail keywords and the volume keywords. read more about search engine optimization
SEM and PPC advertising
How much you spend on Adwords and digital advertising. The strategy should include goals for how much you can spend, gross margin and ROI. read more about Adwords
How do I strengthen my brand in social media and how can they help sales, customer service to communicate the company's goals. read more about Social Media
Content marketing - content marketing
What kind of information do you need to produce for your website. read more about content marketing.
To be seen on mobile phones with the right message. Read more at mobiltseo.se
Displaying recurring ads when visitors to your site browse the web. Read more
Is it possible to improve the company's processes through marketing automation? A number of new tools have emerged that make it easier for the organization to take care of its customers and improve communication in the customer's life cycle. Marketing automation can be used to acquire more customers and reduce churn (loss of customers).
Worth reading articles in the same area
One of the best articles on digital strategies and what distinguishes tactical marketing from strategic: http://www.portent.com/onetrick/
Do you want help with the web strategy?
Expandtalk is a digital business partner that gives you better business. If you want to know more about digital strategies and how you can develop digital solutions and business - feel free to contact us. We work throughout the digital field to improve your online profitability and can help you with your digital strategy. We always start with a current situation analysis where we see how a website works in the current situation. Contact us.