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September 12, 2001

Businesses Need to be Sure Internet Strategy, Goals Click

SCOTTSDALE, Ariz. – The number of small businesses with an Internet presence continues to climb. As of last year, 34 percent of small businesses had a Web site or other Internet presence, according to Verizon's Small Business Internet Survey. That number is up from 31 percent in 1999.

The problem is many companies don't know how to best take advantage of that presence once they have it.

"Creating and executing a successful Internet strategy for a company is no east feat," according to Trish Bear, present and chief executive of I-OLOGY, an Internet strategy firm in Scottsdale.

Bear said there are five elements she believes are critical for creating a profitable Internet strategy.

Determine what your company wants to achieve. Whether it is realizing more product sales, generating new sales leads or servicing existing customers, the Web site should be an extension of your traditional business objective. Also, define the target audience, what their preferences are, how they buy and what type of browser and computer platform they will be using to access your information.
Determine resources, then design and program. Look at your company's in-house resources vs. outsourcing and also take into consideration the staff, software, hardware, Internet connection and the ability of your company to react to growth requirements. Create a site that is attractive and engaging and, most importantly, a design that reinforces your brand. Decide on a hosting environment that supports your objectives. Be sure your hosting solution is reliable and flexible.
Develop an online marketing strategy. The old saying, "Build a Web site and people will come," is simply not true. A Web site has to be marketed like anything else because your competitors are just a click away. Some of the more proactive online marketing approaches include banner advertising, using META tags to enhance search-engine listings and using opt-in email campaigns.
Measure your success. The key components for measuring the success of your company's Web site are continuous tracking and analysis. Track the progress of the site in terms of search engine ranking and increased traffic, in addition to determining if the company is achieving the goals set forth in the planning phase. If you're not making progress, rework the formula and play with the marketing mix.