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GROWTH To
establish an online identity for your
group and its products, we recommend that
you minimize costs and measure results as
you go. Strategy Establish
an online identity and measure clients
interest in more of an online relationship
with you, before spending money to
communicate with people you hope
will visit you on the Web. Create an
identity before attempting to leverage it.
Measure demand for an online relationship
before paying to support it. So, your Web
presence might best develop as
follows: PHASE OF DEVELOPMENT COST EFFECTIVE BUDGETING DOMAIN NAME ~ Register
primary .com or .net
domain. ~ Plain
language domain
name. ~ Short
word no
hyphens. US$
20 PER YEAR COST+ ~ If
you're going to spend
money, do research to
match your offline name
and Web
domain. WEB IDENTITY ~ Home
page with visual
identity, logo, a very
few words (basic contact
info), proper titles,
key words and Meta
tags. ~ Don't
serve pages yourself,
forward them to a free
host. ~ Email
addresses use
_@yourdomain
name ~ Measure
who is visiting and
wants more
information. ~ Measure
your presence on Web
directories. US$
30 PER YEAR COST+ ~ Focus
funds on hiring business
talent to write and
layout your Web page for
proper
positioning. ~ Hire
a Web designer to finish
the graphics. ~ Use
a generic address for
incoming and outgoing
mail, forwarding
incoming emails one you
assign responsibility
for client
feedback. ~ Measure
the quality of site
visits, not "hit"
statistics. ~ Submit
your site details to
search
engines. WEB BROCHURE ~ Move
your page to a low-cost
host with your own
dedicated
DNS. ~ Create
more of an informative
brochure. ~ Use
email to automate
responses to requests
for simple
information. ~ Again,
measure who is visiting
and what kind of
relationship they
want. US$
100 PER YEAR COST+ ~ Invest
in quality, rehiring the
business & design
talent to expand your
Web
presentation. ~ Design
for instant impression
and easy navigation
before flash or
animation. ~ Refine
page titles, key words
and Meta
tags. ENABLE RELATIONSHIPS ~ Migrate
to a more functional
system that supports
client conversations and
self-serve
systems. ~ Refine
design to ensure easy
navigation and to
improve graphic
appearance. ~ Begin
to assess site relative
to markets and
competitors, to consider
additional promotional
requirements. US$
300 PER YEAR COST+ ~ Put
budget into hiring an
analyst to define
information needs and
map interactive
processes to meet
them. ~ Use
existing database and
Web systems software
rather than
custom-programming Web
functions. ~ Host
site where service
builds in system for
easy site management by
nontechnical
personnel. RobustMedia
can help in all aspects of this process to
ensure that you're effective in your
efforts, obtain
measurable
results
and save money as you go. |
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1999-2003 RobustMediatm All
Rights
Reserved.
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