Step by Step - Website planning (Strategic)

CONCEPT

PLANNING

WEBSITE STRUCTURINGCONCEPT

PLANNINGBy: Vaibhav VatsMade for:

http://in.linkedin.com/in/vatsvaibhav

CONTENTNEED IDENTIFICATION

UNDERSTANDING CUSTOMERTARGET & LAUNCH

CONTENTNEED IDENTIFICATION

UNDERSTANDING CUSTOMERTARGET & LAUNCH

By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

NEED IDENTIFICATIONNEED IDENTIFICATIONOK…so you’ve decided that you need a new website and you are about to call thedevelopment company, but wait…WHY ARE YOU CREATING/UPDATING YOURWEBSITE?


For new website:•You do not have a website yet? (It’s 2012…and you need one now)•You’ve started a new venture or launched a new product.

For website re-design:•You’ve tracked the visitor behavior till now, against siteperformance & stats say that redesign is compulsory.

•You don’t like the design•Your marketing team dint liked the design.•Your competitor’s website is an eye candy & you want to havesomething similar.•Some abc manager have some problem with some page(s) design.•Your IT guy suggests that migration to new platform… is a must.

POSSIBLE REASONS:

O.K. you are on right track.

:D Smile..you mightalready be aware of what Iam going to say here. So,you can bunk thispresentation.

For new website:•You do not have a website yet? (It’s 2012…and you need one now)•You’ve started a new venture or launched a new product.

For website re-design:•You’ve tracked the visitor behavior till now, against siteperformance & stats say that redesign is compulsory.

•You don’t like the design•Your marketing team dint liked the design.•Your competitor’s website is an eye candy & you want to havesomething similar.•Some abc manager have some problem with some page(s) design.•Your IT guy suggests that migration to new platform… is a must.


:D Smile..you mightalready be aware of what Iam going to say here. So,you can bunk thispresentation.

Hi…this piece is for you.

# WHAT DO YOU DO?

Service 1

Sub services

Sub services

Sub services

Service 2

Sub services

Sub services


Sub services

Sub services

Service 3

Sub services

Sub services

Sub services

# HOW YOU PROMOTE?

Service 1Current promotion

strategy(Online/offline, list all methods)Sub servicesSub servicesSub services

Service 2Sub servicesSub servicesSub services


Sub services


* Or planning to promote, incase you are doing it for firsttime.

# MAJOR WEAKNESS IN PROMOTION?


strategy(Online/offline) WeaknessSub servicesSub servicesSub services



* Or challenges you see, incase you are doing it for first time.


# HOW WEBSITE CHANGES WILL HELP?


strategy(Online/offline) Weakness

How can a newwebsite/

changes helpeach

weakness?Sub servicesSub servicesSub services



* Spend time and be as detailed as possible.

Sub servicesSub services


# HOW SURE ARE YOU?



How can a newwebsite/

changes helpeach

weakness?

What data/ figures youhave to support your

notion.Sub servicesSub servicesSub services

Service 2Sub services


* Research more, it can save your time & money.

Sub servicesSub servicesSub services


# Convince 66% of people involved?



How can a newwebsite/ changes

help eachstrategy?

What data/figures you

have to supportyour notion.

Does 2/3 of people involved for eachservices agree with you. (Team leaders/

Project manager/ H.O.D's/ IT guy/Executives)


Service 2Sub services


•Make sure you reach only to those guys, who understand their process & internet both. :P•Ask them for genuine reviews.•Keep your friend list out, if possible.



Take a note of their strong reviews & suggestion and Take forward/Improve/Dropyour idea.

UNDERSTANDING CUSTOMERUNDERSTANDING CUSTOMERBefore, We move ahead with website it’s important to understand customerspresence and its behavior… so that we can channelize our efforts in right direction.


A. WHERE ARE YOUR CUSTOMERS

•Where does your prospects spend time online?•How can you use those platforms to acquire visit to your website?•What will be the profile of visitor?•How will Earned, Owned or Paid media play role in attracting visits?•What set of efforts/ inputs will it require from you?


•Where does your prospects spend time online?•How can you use those platforms to acquire visit to your website?•What will be the profile of visitor?•How will Earned, Owned or Paid media play role in attracting visits?•What set of efforts/ inputs will it require from you?

B.HOW YOUR CUSTOMERS BEHAVE:

•What is the behaviour we are expecting when visitors arrive atour site?•What pages should they see? What videos should they watch?•What will make them visit again?•What is the takeaway from our website?•How have we helped the visitor’s need/query?


•What is the behaviour we are expecting when visitors arrive atour site?•What pages should they see? What videos should they watch?•What will make them visit again?•What is the takeaway from our website?•How have we helped the visitor’s need/query?

C.WHAT YOU WANT ..YOUR CUSTOMERS TO DO:

What is the significant outcome for your business?• A download• A telephonic call to your office• A brochure request• A qualified online lead• Signup for email promotion• People buying your product/service• A lift in brand perception


What is the significant outcome for your business?• A download• A telephonic call to your office• A brochure request• A qualified online lead• Signup for email promotion• People buying your product/service• A lift in brand perception

TARGET & LAUNCHTARGET & LAUNCHThis is the final phase & will include planning for the outcomes that we expect out ofour website, launching the site for the same & comparing the expected valueagainst… the achieved results.


1. Identifying the objective:If you have done “Need Identification” exercise discussed earlier in propermanner you will be now in position to understand, what your website’s objectiveswill be i.e. Why should you have a website?

Let’s take a case: where you are a company providing training in internetmarketing. So what can be your website ‘s objectives?

Objective 2(Lead generation)

Objective 3(Promoting your

events/workshops etc.)

Objective 1(Branding)




events/workshops etc.)Try furtherdifferentiating itfor your eachservice.

Service 1:SEO training

Service 2:PPC training

Event 1:1 Day MDP

Event 2:Participation

inconference




Activity:

2. Identifying the Goals:







Event 1:1 Day MDP


inconference

GOAL 1:. Creating data that will helpin generating leads.

GOAL 2:. Capturing/Managingleads

Brainstorm forall the ideasthat canprovide valueto yourbusiness.



Activity:


GOAL 1:Sell & Talk your brand online



GOAL 1:Planning Integrated marketing

strategies(online-offline)

Brainstorm forall the ideasthat canprovide valueto yourbusiness.

3. PLAN CONTENT:







Event 1:1 Day MDP


inconference













Plan the heads& body ofcontent at thisstage.

Activity:Content:

Create content for trust &reputation building e.g.Services, achievements,

testimonials etc.

Content:Create content for

incentivizing visitors, landingpages & query handling.


blog/events/news section

4. Get your site designed :Objective 1(Branding)






Event 1:1 Day MDP


inconference













It’s time you getmoving fromprototypes to yourown completewebsite.

Activity:

Content:Create content for trust &

reputation building e.g.Services, achievements,

testimonials etc.





DESIGNING(All the platform & designing related issues will go in here, as now you know ..what you are creating and for

whom)

5. Install tracking & Start Analyzing:Objective 1(Branding)






Event 1:1 Day MDP


inconference













Implementtracking, onyour efforts.

Activity:

Content:Create content for trust &

reputation building e.g.Services, achievements,

testimonials etc.





DESIGNING(All the platform & designing related issues will go in here, as now you know ..what you are creating and for whom)

TRACKING & ANALYSIS(Add analytics, Create KPI”S, Fix Target’s & apply segmentation on received data)

THANKS FOR YOUR TIME

For any queries reach at: Content reference &Further readingsuggestion:

•Digital Marketing &Measurement model by AvinashKaushik.

For any queries reach at:

[email protected]@gmail.com

+91-8447207577

Content reference &Further readingsuggestion:

•Digital Marketing &Measurement model by AvinashKaushik.

http://in.linkedin.com/in/vatsvaibhav

IntroductionI am Vaibhav Vats, an internetmarketing consultant by professionand have worked for verticals ofReal estate, Education,Manufacturing & Retail. I help myclients with social media, onlineadvertising & search enginestrategies. Currently I work asinternet marketing-accountconsultant for couple of companiesbased out of Delhi & Chandigarhand IM trainer at Delhi School ofInternet Marketing.

Delhi School of Internet Marketingis an internet marketing traininginstitute providing trainingprograms in internet marketing forstudents, entrepreneurs &executives. Visit website for details.

I am Vaibhav Vats, an internetmarketing consultant by professionand have worked for verticals ofReal estate, Education,Manufacturing & Retail. I help myclients with social media, onlineadvertising & search enginestrategies. Currently I work asinternet marketing-accountconsultant for couple of companiesbased out of Delhi & Chandigarhand IM trainer at Delhi School ofInternet Marketing.

I started working as a part time seo freelancer for localvendors in 2007 & after my bachelor’s in computers joined asupply chain consulting firm as an IT business analyst where iworked with various corporate like HP, Asahi glass India,Chitkara & LDFO to name a few. Combining my projectconsulting experience in retail, education & manufacturingdomain and self-practiced internet marketing interest i startedfull time internet marketing career as an online promotionlead- for an IT startup based in Chandigarh, India.

How I am here ?

Delhi School of Internet Marketingis an internet marketing traininginstitute providing trainingprograms in internet marketing forstudents, entrepreneurs &executives. Visit website for details.


Step by Step - Website planning (Strategic)

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