How To Integrate Your Website Into A More Compelling Online Program

Generating new business online is essential for high growth companies. Yet, for those who haven't explored their online options until recently, there's still some good news: it’s not too late to reap new rewards online!

A vase majority of websites provide too little content and information architecture to be truly effective. Apart from offering an online capabilities brochure, much of the what can be found online fails to catch visitor interest, or provide sales or opportunities for new business.

Yet, having a effective online strategy means more than having a website. One of the most important questions you can ask is: how can you integrate your existing website into a larger strategy for moving the business forward online? Or perhaps it should be restated...

How to integrate your website into an online approach that builds better customer relationships?

Today, with big retailers and major companies leading the way, many smaller organizations think they're over-matched, and therefore avoid direct competition with the leaders. Think of the golf courses, local banks, manufacturing companies, distributors, arts organizations and other non-for-profit groups with cursory websites that lack any real depth or content.

However, the Internet offers so many important innovations for marketers that it may be essential for your business to leap into a more aggressive pursuit of Internet initiatives. As of 2007 the Internet has become the fastest growing advertising medium in the world.

• The internet has brought unprecedented change.
• Consumer generated media is all the rage. Consider the rise of Facebook, YouTube, wireless computing, blogs and Google's unbelievable run.
• Not to mention the long tail. Now we have the long tail of the Internet to consider.*
• Technology allows us to do things we could only dream.

Indeed, the internet is no passing fad. The "trend" has grown up, it's here to stay.

So, how are you going to develop better relationships? What are you going to do to strengthen your online marketing program?

First, start by thinking of your website as the base station for your online program. Here's three main areas to explore in strengthening the base and developing a more compelling online program:

1. Leverage the power of email newsletters;
2. Improve or fix your current website;
   
3. Develop more site traffic through online advertising and search engine marketing.

Note that we have put site traffic in third place. That's because we think the infrastructure of your online program should come first. As we'll see, there are many reasons to leverage the power of an email newsletter, or at least set the stage for this investment in your future plans.

Here’s a first principal: People don't develop relationships with websites.

Instead, they develop relationships with organizations that offer them something they want. This is often a monthly stream of tips, beneficial information, new ideas, coupons and other offers sent on a regular schedule of email newsletters.

According to Jacob Nielsen, an international authority on website usability, email newsletters provide the highest Return on Investment of any other site upgrade:

“Email newsletters let you maintain a relationship with your customers that lasts beyond their visits to your site. The newsletter is the perfect website companion because it answers a different user need: newsletters keep customers informed and in touch with the company; websites give customers detailed information and let them perform business transactions... If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence. If you do have a newsletter, then improving it according to research findings will likely make it several times more valuable to your organization.” — Jacob Nielsen, http://www.useit.com/alertbox/high-roi.html

Forge a bond with your customers by publishing an email newsletter that follows the 80/20 rule: 80% or your content should focus on your customer and what she or he cares about (the news, tips or ideas that make them want to sign up). Then with the remaining 20%, you can focus on how your product or service will benefit them.

Put this rule into effect, and you'll do much better in keeping your target audience involved, interested and engaged in your monthly email newsletter. Plus, you'll do a better job of building improved relationships and customer loyalty.

Whether your content is developed as part of a website, blog, or email newsletter, you'll be well advised to search online for other channels, bloggers, sites and newsletters that tackle the same content. Try to develop a discerning eye for effective use of Internet tools.

Remember these three things:

1. Always be looking for fresh content. Publish as frequently as possible with new insights, ideas, and commentary.
2. Use effective keywords in your online publications and website.
3. Engage in search friendly design for your website and email newsletter.