Involvement Strategy

Creating interaction and conversations with website traffic/visitors is critical to success on the Internet. We can help your company create as many ways as possible for people to become involved with you. It could be asking them to become a club member, provide feedback, sign-up for a newsletter, complete a puzzle or questionnaire or sit on an discussion board which helps gather ideas for your product or service. The secret here is to develop meaningful connections, which allow for the capturing of your visitor's email addresses. E-mail campaigns are the primary way we will help your organization convert these visitors into friends and friends into customers and customers into loyal customers.

Branding Strategy

Branding is when three powerful qualities come together.
1. Brand Personality (what people would say about a specific company)
2. Brand Attributes (what are the main benefits and features of that specific company)
3. Brand Core Value (what is the one thing, the promise of that organization)

These three qualities make up what is called the Brand Triangle. Your website must fully understand its core value and reflect it in its design, in order to be successful at positioning itself in an ever increasingly cluttered world.

On the Internet, branding = marketing + content.

It is vital to attract people with the right messaging (marketing) that will verify how those people already identify with you. Once we've been successful at attracting people, the content on found at the website can confirm the promise in our marketing.

The most exciting element of branding online we believe is developing conversational websites. In general people seek information that provides some kind of relevance to their lives. Once people begin searching for something on the Internet, they do not immediately think of brand names, rather the name of a specific topic or issue.

Increasingly, people rally around conversations . . . .not important, expensive looking corporate websites. Your organization's website needs to "broadcast" its reputation, attributes and core value at the basic site; then we should "narrowcast" tangential sites to specific interests and subgroups with links that carry on unique conversations to customers and friends. All of this, however, should tie back into the core value of the organization. The website success, ultimately, is the quality of a strong branding plan, not just how much money is spent to put the site in place.

Marketing Strategy

The organization's online marketing strategy must accomplish three things:
1. Attract people to their website
2. Solicit involvement in order to create friends
3. Convert friends into customers and customers into loyal customers

We recommend the right mix of traditional and e-marketing tactics in order to generate a self-sustaining Internet program. In addition, we can perform an internal audit of your current marketing and communication strategy in order to integrate online efforts creating synergy, which will bolster your Internet presence.

Once we've been successful at attracting visitors to the company website, having an understanding of where people like to go and what specific channels of a site are most visited is critical. A comprehensive marketing strategy has a solid customer relations management application in place that tracks and measure these kinds of statistics. Having reliable analytical data that allows you to measure marketing results will ensure a refined and effective marketing program.                                    Next>>