Site strategy
Think about this
Check out your corporate marketing strategy.
- How much does it cost to send out your catalogue
- What proportion of your catalogue recipients purchase
- What is their average purchase value
- Can you cross-sell the web site in your existing collateral
Marketing
We will talk to you about the best way of marketing the site:
- The market: What do we know about the market for your products? What is it about your product that we should be emphasising to encourage sales?
- Methods: How will you market your products? Will your web site supplement a printed catalogue, or do you want it to ultimately replace the printed catalogue? Are you looking to the web to expand your customer base or primarily to service existing customers?
- PPC and search engines: Will you want to use Pay Per Click, Organic search engine optimisation or direct mail?
- Competition: How many online competitors do you have? We can find this out.
- Newsletter: We will discuss the benefits of a regular email newsletter to customers with new products and special offers.
At this stage you will probably say ‘all of the above’ and no marketing method should be ignored. However it is useful to have an idea early on even if we know that “no plan survives the first battle”.