Jan 25 2008
Kindergarten Web Marketing
This article is dedicated to all the entrepreneurs who direct the day-to-day projects required to build developing e-commerce businesses.
I know you may have a task list that goes from here to eternity and nowhere near the amount of resources available to realize your vision. But those who prioritize with strategic vision have a much better chance succeed. If your tactics are not guided by strategic vision you will fail. That’s why we need to go back to kindergarten every day and ask these very basic questions.
- Is your web presence truly different and inspired? Get different and stop following the herd. The trouble with consultants and “experts” in web design is that they can often guide everyone in the same direction. E-Commerce is still a relatively new channel that hasn’t fully matured and most sites lack an inspired branding component. Gain inspiration from mature channels such as print and television and adapt them to your site. Branding opportunities that offer true differentiation are still readily available in the web world.
- Is your site sticky enough to keep ‘em coming back? Your customer acquisition efforts are a waste of resources if you can’t convert with efficiency. Go back to to square one and get it right if acquisition marketing does not convert.
- If you are converting prospects, now may be the time to bring in the expert vendors to ramp-up. You’ll get traction sooner and you can bring it in-house later to gain efficiency.
- Don’t defer to the geeks. Just because they are tuned into technology and can make you feel inadequate is no reason to let them steal the show. They can push you towards tactics that direct you away from your strategic vision.
Here’s an important qualifier. The geeks are your best strategic partner if you ride them like a bucking bronco. Harnessing the power of geekdom can provide the ultimate insights in the development of your strategic vision.
