STEP I: PREPARATION
To repeat this principle; your strategy to get effective internet presence must
be integrated into your overall business strategy – it needs to be grounded in
the marketplace reality and your business’ unique value or selling proposition
(Or USP as it has been called since the 1940’s.) A well designed
profit-generating website starts with a plan based on researched data and your
company goals. Gather the following
information before you launch your internet strategy:
A. Know your customers. Your website layout, design and contents are going to
be solely influenced by your customers’ expectations and needs. You first need
to start with researching and gathering information to help you execute your
strategy and optimize results. Here is some basic information that is needed
before you launch your internet strategy:
Who are my prospects?
1. How old are they?
2. What cultures do they come from?
3. Where do they live?
4. What is the household income, size of family?
5. What professions do they engage in?
6. What is their lifestyle like?
7. What are their beliefs?
8. What are their radio/TV watching habits?
What are their buying habits?
1. What are their hot buttons issues that your
products or
services address? (Zero in on their biggest problems.)
2. How do they use your products/services?
3. How often do they use your products/services?
4. How much money do they spend?
5. What are their expectations from the
products/services that you offer?
What are my prospects’ internet usage behaviors like?
1. What percent of your prospects look for your type of
product/service on the internet vs. Yellow Pages?
2. What keywords or key phrases do they use to search
products or services similar to that which you offer?
3. What percent of your prospects purchase your
product/service over the internet?
4. What makes them decide to buy on the web vs. in a
store?
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