At the Internet Show last month, I spoke with Nigel Freitas from Technology Behind Business on Sky News Australia.
Nigel and I spoke about the do’s and don’ts of website deployment – if you missed the video, you can catch it on the Sky News Australia website, see the Technology Behind Business, seg 1 (5/5/12) and skip to minute 7:15 to see the interview. We’ll also be posting it on the website.
As Nigel said, many companies simple build websites without having an overall strategy, and that’s a sure way to fail. So I thought it was about time I went over some of the points from the video and how you can create a successful online strategy that will last well beyond your initial website deployment. I’ll break this up into 2-3 blog posts over the next few weeks – stay tuned!
Why I Say ‘No’ to Requirements
We are approached by customers ranging from SMEs to global corporations and no matter what the size, they often have a list of requirements in hand. Their checklist might have social media, a main website and a range of microsites, or any other mix and match of technical and business requests.
At bwired, we don’t want that list. We take a step back and look at the entire business strategy. Why do you want to start 4 separate social media accounts? How will that help you achieve your business goals? Or is it just an attempt to follow some trend that you think you need?
As technology continues to grow and change we realise it can be difficult to know where to invest your time and resources. That’s why we developed our own methodology called RISE for Research, Image/Branding, Sales and operational Efficiency. (Many companies say they don’t sell things – yes you do! Everyone sells something.)
By examining each of these aspects of your business, a holistic website strategy is far easier to develop and, more importantly, to implement and sustain in the long run. Click here for more information on RISE.
Websites: Business or Technology?
The web is often connected with technology and can then be intimidating for the average business owner who knows more than anything about their business but doesn’t have time to also focus on the web.
But I believe that a website is part of business, not technology. By that I mean you must look at the business strategy in order to have a successful website, not look at technology first. If you get your business/online strategy right, the technology can be matched.
From there, the technology can be given KPIs, which are connected to your desired business outcomes. Ask, why am I using this new social media network/ intranet/mobile site, what do I want it to deliver for me?
Catching Up to Consumer Trends
Mobile and social media are two immediately recognisable consumer trends. Mobile, for example, is growing very rapidly, it’s a very busy field, and lots of different things happening. So how do you know where to start?
It comes back to where the value is - if you have something to offer that corresponds with an area that works well in mobile, like location-based tools, this might be the trend to jump on. But if you’re putting exactly what you have on your website onto an app, you’re wasting money because people will take the path of least resistance to find what their looking for (and that doesn’t involve downloading an app).
Next week I’ll go over the essential elements of a website deployment and go over the importance of measuring, refining and improving your strategy.
Share your comments below or on Twitter @samsaltis or @bwired_group.
And if you’d like help with your online strategy, don’t hesitate to contact us at 1300 780 566 or firstname.lastname@example.org