A spider uses its web strategy to capture flies and other insects. It meticulously crafts its trap to create an environment that the insect cannot escape. This allows the spider to grab the insect and gain from it that which the spider needs to survive. Businesses need to consider their web strategy as carefully as the spider considers its strategy. Unfortunately, businesses do not have the opportunity to allow evolution to do its work. The eons it takes for evolution to work would find most companies extinct as the dinosaur before they could evolve.
Businesses need to evolve, and they need to do it now. The best way to get a web strategy is to hire someone who has the skills and the knowledge necessary to pull of something that will get customers to the web page. The word “customer” means someone who buys in this context, which it appears that many companies have forgotten.
Businesses are so often preoccupied with getting people to visit the web page that the business often forgets that it wants the people to buy while they are there. It doesn’t do the business any good to have a cutting edge web site and still have no one buying the product. Its great PR, but great PR needs to lead to sales or the company will fail.
A web strategy should include how to use social media sites, how to use email, what products will be targeted to whom, and where do those people hang out on the web.
Facebook is not just a marketing web site. It is a social web site. For better or worse, people use Facebook as a way to connect with others and a way to be connected. If a business loses sight of the idea of connection, it has the opportunity to lose customers. When using Facebook, it’s okay to market products and services, but companies should remember to be social.Having one person in charge of the web site is generally a good idea for smaller organizations, but those organizations should not ask that person to do more. Someone who is good at social marketing in terms of the internet should be able to take the initiative to create customers.
While being trapped on a web site is a horrible feeling for anyone and no business should build a web site that runs its viewers in a loop, businesses can take a lesson from the spider and the fly when making their web strategy.
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