Goals, Strategies & Plans – The Story Continues

You have taken the time to answer the big question:

                WHY DO YOU WANT PEOPLE TO VISIT YOUR WEBSITE?

GOALS
The next step is establishing well-defined goals you want to accomplish in the next 6 months, 12 months or 18 months. A good framework for defining goals is using the SMART goal principles.

S – Specific
M – Measurable
A – Attainable
R – Realistic
T – Timely

Here are a few examples:
Increase leads from the website by XX%
Decrease average cost per lead by XX%
Increase close ratio/conversion rate by XX%

STRATEGY
Strategies are developed as a result of well-defined goals.

Increasing the number of leads, decreasing the average cost per lead and increasing conversion rate are all functions of the website.

The first step in attaining your goals may involve improvements to the website. Does your website need a serious make-over or a little freshening up? Maybe you need to upgrade to a content management system? Is the content on your website current, relevant and engaging?

The next step in attaining your goals may include increasing the number of people visiting your website. Then comes figuring out the best methods to grow traffic to the website and measuring the success of that traffic. Some tools are search engine optimization, paid search, contextual targeting and/or re-marketing. Of course, web analytics is a great tool for understanding how people are using your website and measuring the success of your goals.

At the same time, in order to attain your goals, you know you need to increase brand engagement. Social media may be the best tool for generating buzz about you and your company, and your upgraded website. But choosing which social media tool or group of tools is part of setting a clear strategy for moving towards attaining those goals.

PLAN
This is where the pedal hits the metal and the day-to-day grind happens in achieving your goals for your website. It is important that plans be flexible, nimble and have the ability to respond to user behavior and the ever changing marketing landscape that is out there.

Okay now your neighbors have liked your Facebook page, people are following your blog and re-posting your tweets, re-marketing is bringing people back to your website. What now since that goal has been met? The job is never done. So ask yourself the hard question again:

                WHY DO YOU WANT PEOPLE TO VISIT YOUR WEBSITE?

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