Web Error of Branding – Brand Guru
Placed in Website Guide | January 26th, 2009
1. Lack of comprehensive and clear definition of success:
Most people recognize the need for a Web site, but do not understand what they can / should be for the company. And if they have a goal, not measured. We often ask people, “What are the objectives of your Web site?” Responses ranging from “Web site must provide information about our company and our products” or “The site is effectively negotiate our brand to our audience.” In fact, it is very rarely the real objectives, but the means to achieve the objectives of one. One objective of the site is in most cases, to generate revenue or quality.
2. No integration with other marketing activities? The site is often on an island.
Okay, you have your URL on your stationary, warranties, etc., but rarely is a website integrated with other marketing activities such as direct-mail and print advertising. In the best case, a business, the reader perspectives to specific URLs to accept a tempting offer, perhaps in advertising or direct mail.
3. No positioning Search Engine (SEO)
In addition to the above, very few companies have invested the proper time or effort effective positioning in major search engines. Once built, most people believe that all search engines are pressed on its website, blinded by an overwhelming desire to spider the new website. To their shock, she finally that, while they want in search engines, the path is not an automatic process. Although Forrester Research says that 80% of all Internet users, see search engines, our own research shows that less than 10% of companies have made something of himself in the position so effective. Typically, there are excuses for the lack of marketing search engines … most often, “we do not really feel that we are a particular audience would be a solution in search engines.”
4. No strategic view data collection
We always ask if companies are strategic data collection, the prospects for visit the site and listen “We have a contact form.” When the last time, if you have a form of contact? Contact forms are not strategic. Case studies, white papers – use anything you can to ask the prospect for the info – and then they follow a regime over time if it is not ready turnover today, Today!
5. Based on the errors of man with himself as a group home
Remember that this is not your individual opinion, the reader must be the creator of design for the Web site. The website for the client must bear in mind. A website must be unique to certain tastes and preferences are not totally ignored. But we have to some standards of ergonomics and habits to be creative and around them.
6. Lack of activity Analysis
Web logs contain an enormous quantity of data. In general, too typical for a sales person time to study. This result, significant measures are rarely defined, and ends no data monitored and analyzed. Do you know the definitions of metrics used any Web site manager should consider? (Visits, page views, visitors, hits)
7. No content management system
There is no reason to have that content is obsolete and fade. A content management solution can be implemented very cheap and allows a company more control over their website. He does not man the technical ability to control content. Most good sites are now built with a content management system.
8. The next Nephew as Web Strategist
“I am aware that we are a $ 50 million with hundreds of customers, but I think my neighbor’s nephew, who comes from a Web site can progress our business strategy on the Web. The old adage” you get what you pay for “quite rightly feels through the Internet. The experience, competence and customer service are the value propositions of an adviser / developers should be on the table.
9. Too much emphasis on technology
Web pages are not technology – Integration with ERP or CRM, systems are highly technical issues and should be treated as such. But setting up a Web site is a function of marketing. In today’s world, a website is a marketing tool – if it is a tool for generating leads, sales of customer support or an extranet tool. Once you know, the type of server environment and language that is in the building, there are some technical problems, the pop-up.
10. “We do not believe him of visitors, or for marketing by e-mail.” “People are quite spam, we do not want to irritate even more.”
If your site does not try to name the person, visitors qualified, then what is it really make? Are invited to a small amount of information, some valuable offer in return not to interfere with the man. (Indeed, many of our customers have seen from the registration of the implementation of certain process). In addition, opt-in e-mail marketing (for three people, which gives you permission to send information from time to time) is not considered as spam, and in most cases higher Response seen quotas with other marketing activities. Response rate on opt-in e-mail marketing in the field of 10% – 30% are not unknown.
To measure how your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click on “Take the strength of the mark test.” It is a short survey that measures the strength of each to the company’s reputation. It is a great tool to see where you are today.
Scott White is President of the mark Guru (http://www.brandidentityguru.com), a leading brand consulting and market research companies with headquarters in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that turnover, market share, customer loyalty, assessment and brand.
During his 15 year career mark, Scott White, in many areas: high technology, manufacturing, hardware and software, telecommunications, banks, restaurants, fashion, health, Internet retail and services, as well as numerous non-profit organizations.
Brand Identity Guru customers are: Sun Life Financial, Coca-Cola, HP, Sun, current North U.S. Federal Mortgage, Simon (America’s greatest Shopping Mall Manager), and many others, including many emerging growth companies.
Scott White is a loudspeaker very enthusiastic and has the gift of the situation in explaining the policy principles mark in a fun and peremptory manner, so that men at all levels to understand.
All other brands, product names, company names, trademarks and marks are the properties of their respective owners.
