Kerisma

The day and age of building a website is not as easy as it may have been many years ago. As the competitive landscape increases online, more and more sites are vying for the same attention. One must have a distinct site with the right combination of content and an easy-to-use site to stand out of the crowd. More time, expertise and planning is necessary to get the desired results to attract audiences, as well as advertisers to a site.

Professionals from all areas including marketing, editorial, production and sales should always collaborate to optimize the revenue potential online, while communicate a clear message about the brand to the audience.

• Create the proper mission statement and tagline for your site to match the existing message in the magazine, or use new collateral to define your brand.
• Always use a common theme to communicate your messages from your magazine, to your event and website.
• Call to action clear messages, use organized placement and don’t be afraid to ask your audience for feedback.

Ask Your Peers. Speak with all staff members on a regular basis to brainstorm on future promotional ideas, events or special feature stories that make sense to promote online.

• What are the goals of the site?
• How am I going to capture my audience? How will the registration work, list growth, etc?
• What do you need from your advertisers and what interests do they seek?
• What is your competition doing? How can you learn or differentiate your site from them?
• What are some future trends occurring in the market?
• What kinds of promotions, or marketing considerations do we need to consider attracting advertisers, as well as the audience?
• Can I start to cross promote my new site on an existing site? Can I create a welcome page of my new site to begin registration for future announcements? Or, can I use other marketing collateral to attract a new audience?

Key Concerns for Planning The Strategy of A Website

Functionality: What are the business goals for end users to frequent the website? What does the business wish to accomplish and how?

Usability: The website must be simple and easy to navigate. End users should be able to easily accomplish their goals on the website.

Design: The website design must support the marketing communications strategy. Brand integrity and consistency must be maintained throughout the site. Make sure to check for errors with links, grammar, typos, etc.

Interactive Marketing: The website must be optimized for search engine performance and in conjunction with a cohesive online marketing strategy.

Developing A Digital Marketing Strategy