Strategy

Most aspects of producing focus very much on the ‘what’. I refer to the tactical approach of outlining site content, mapping out the user experience, planning databases, drawing up wireframes and actually building the site (on time and on budget).

Many people have a ‘build it and they will come’ approach to creating a website, but getting visitors and keeping them is obviously the aim of the game and that takes a bit of upfront thinking.

A well-planned strategy focuses on the ‘why’ and the ‘how’ asking all the tricky questions like:

• Why do you want a website?
• Do you actually need a website at all? (Perhaps a Blog or, God forbid, a Direct Mail piece might serve your purposes better.)
• How will you drive users to the site?
• What do you need them to do when they get there?
• How can you encourage repeat engagement?
• How can you grow your database?

In building a strong online strategy, it’s essential to understand your customer; to listen to their wants and desires and to respond with timely, targeted and relevant content and communications.

I can help plan your campaign from the first online advertisement, through to social media hook-ups, eDM newletters, mobile messaging, Search Engine Marketing and Search Engine Optimisation. A successful website is only a good as the strategy which sits behind it.

If you want a well-planned, future-proof, intelligent digital strategy, contact me today.