Lower Operating Costs

A Web site can help your business by lowering costs. Automated customer service functions - Web-based FAQ, order status reports, product specifications, etc. - can lower number of customer service calls, reducing customer service labor costs.

A Web presence can also lower operating costs by streamlining communication with your business partners. Business-to-business companies can create secure Web space to communicate and collaborate with customers. It is even possible to have individual, private sites for major clients. A central "meeting place" that archives communications and other customer-specific information can cut down on administrative costs related to "phone tag", inquiries, and/or need to consciously keep all players "in loop". On supply side, you could reduce costly business disruptions by giving key vendors Web-based access to your inventory or other real-time information.

~~~~~~~~~~~~~~~~~~~ Setting Your Objective ~~~~~~~~~~~~~~~~~~~

While there are different approaches to setting objectives, my preference is to develop a single objective for a site, which may encompass more than one approach to business building. In plan, I include separate strategies and tactics to address each approach. I also like to include, in objective, both customer stage(s) and business building model(s) I will focus on in plan. This way, it is more apparent which strategies are appropriate.

Another approach is to address customer stages separately from your objective in a summary or write-up. With either approach, you should view your plan as evolving over time. As business environment and situation change, your focus should change as well. Once you get past launch stage of a new site, for example, you are in a better position to evaluate site traffic, so your plan may shift from focusing on awareness and interest to building trial and loyalty. Similarly, a better understanding of site visitors may lead you to adjust your business model to more closely address your company's and Web customers' needs.

~~~~~~~~~~~~~~~~~~~ Other Articles in this Series ~~~~~~~~~~~~~~~~~~~

In first article of this series, "Developing a Web Site Marketing Plan", I discussed elements of a marketing plan - objective, strategies, and tactics. In remaining two articles in series, I will take a closer look at strategies and tactics you can consider for your Web site.

Part One: "Developing a Web Site Marketing Plan" Part Three: "Strategies for Your Web Site Marketing Plan" Part Four: "Choosing Tactics for Your Web Site Marketing Plan"

~~~~~~~~~~~~~ SWOT Analysis ~~~~~~~~~~~~~

In a SWOT analysis, you identify strengths, weaknesses, market opportunities for your company, and threats to your business. You then use analysis to develop strategies that will minimize affect of your weaknesses on your business while maximizing your strengths. Ideally, you will match your strengths against market opportunities that result from your competitors’ weaknesses or voids.

When completing a SWOT analysis, you may find it helpful to create a table identifying observations relative to each SWOT component for both your company's site and your competitors' sites. In table, note Internet-related activities such as trade organization participation, search engine inclusion, and outside links to sites. Then, from table you create you can spot your company’s strengths and weaknesses as well as opportunities and threats to your business.

Often, opportunities arise as a result of a changing business environment. As you study your competitors, be on lookout for these opportunities. Some situations that could represent opportunities for a company include, but are certainly not limited to:

* New technology is created, but competition has been unable to deliver acceptable customer service.

* A customer segment is becoming more predominant, but their specific needs are not being fully met by your competitors.

* A customer, competitor, or supplier goes out of business or merges with another company.

Once you develop your strategies, you will be ready to choose tactics for your Web site marketing plan.

~~~~~~~~~~~~~~~~~~~~~~~~~ Other Articles in this Series ~~~~~~~~~~~~~~~~~~~~~~~~~

In first two article of this series, "Developing a Web Site Marketing Plan" and "Your Web Site's Objectives", I discussed marketing plan in general, then developing Web site objectives. In this, third article in series, I took a closer look at developing effective strategies. The final article is devoted to choosing tactics for your plan.

Part One: "Developing a Web Site Marketing Plan" Part Two: "Your Web Site's Objectives" Part Four:"Choosing Tactics for Your Web Site Marketing Plan"