New Website Strategy: Part 1 Company SWOT [Connect KND ep 32]


In my last video we looked at how
business strategies should be involved in your new website strategy and how to
connect the dots between the top five C’s of Company, Capabilities, Customers,
Climate and Competitors and how that contributes to the decision making
process when you’re planning your new site. Today I wanted to dive deeper into
just this first one, ‘company’ and how we look from an internal perspective of
where you’re at now what are your capabilities as your company
sits right now to move forward into that next step. So what do we look at? First of
all we look at (it’s pretty obvious) so are they your you know your short-term
,six-month, 12-month goals through to your three to five years where do you really
want to be? How are you positioned with your
competitors? Do you want more market share? Are you trying to launch a new
product? Are you just wanting to serve your customers better with a better
distribution method or a digital engagement piece customer portal or
whatever that might be. So there’s a whole bunch of options
here and they are very specific to your business. So we contribute those back
into how a new website is kind of connected to those goals.
The next is we look at a very standard MBA component is your SWOT analysis.
So what are your current strengths, What are you currently really good at? And how can we leverage that strength and really drive your company harder.
As an example of that, you know we we’ve worked with a manufacturer, who is
brilliant at producing products, and creates some fantastic high quality goods. But their weakness was their marketing, they just couldn’t, haven’t communicated
and couldn’t communicate that to the broader market. So their inquiries
were suffering, so there’s a massive you know opportunity there in that process
to really bring that company to life online, and introduce new customers to
them. What a great opportunity is to use digital for that experience.
The next example of that was someone who’s pretty much the opposite actually
– a really good self promoter so getting masses of leads, but had a
really shit delivery so they’ve got bad reviews they might have a history of
online of that it’s not so great. So that’s a different approach when we’re
creating a new website, we’ve got to go into sort of a bit of “rescue mode” look
at how we broaden the message out to really drive and and turn that ship
around, if you like, from a communications perspective online. So there’s lots of
different nuance as to how a new website can tackle those components. The third is
culture, so culture really sets the tone for the messages on your site. So how
integrated are you going to present your team? What is the team’s other team’s
profile? Is it going to drive through LinkedIn and through socials Facebook
Instagram what are the photo photography you use on the site? How is that going to
connect to your unique culture? Your personal brand, your brand position in
your site. So where does that sit now and obviously where do you want that to be
with any new site. So it’s your messaging and the integration of that tied in. So the
fourth but certainly not last, I call it the 4Ps. For those marketers out
there a very familiar term and from this from my MBA hat on, the first one is
Product. So what is it you are actually selling? Is it a physical product? or
digital product or service? Is it a mix of physical product that needs support? Is
it a digital piece of software and that needs support? What are the components
that go into that how do you can’t really sell that now what does that look like. The second is price… and I’ve done a few videos on how to
deliver price and present value online, as soon as you publish that price online
obviously you’re competing with the rest of the planet. So there’s a whole
argument around how you build value online, and that’s a big discussion
outside of this, but please have a look at some of my other videos on on that.
The next is around “place”. So the consideration about places and
distribution method. Are you distribute online? Are you particularly located in a
particular region? Because if you are you can use your marketing in a whole more
targeted way with a regional search and geo targeting. But you might be global… so how are you distributing that? Are you using 3PL out of China for your inventory tracking, there’s a whole, you know, complex web depending on the type of product and service that you’re offering about your place. The
fourth but people think is probably the most important is promotion. And when
you’re thinking your website, you automatically think I just got to
promote my business better… promotion is the key. Well promotion comes after all of this is sorted and planned and delivered. So
you can see how critical and what is promotion… well it’s how you sit in
google search, the organic search results It’s how you do paid advertising in
Facebook or Google, it’s whether you do print or outdoor advertising with
signage, how are you going to engage the user it’s using influences on Instagram
and connecting those sales right through that process. How are you going to
integrate those influences? If you’re using broadcast, if you’re appearing on
television ads you’re going to have masses of audience and visitors to your
site sometimes in a very short space of time, therefore your technology choices
need to be very very supportive of that. you know, being able to you know deliver to a bunch of traffic is just such a critical
part of that technology choice. So you can see here just this first component
is so much to think about, our process at KND take you through
that and really get you comfortable with where you’re at now, and where your new
your website can integrate with each of those components. My next video I’m going to talk about the capabilities of your business and how that relates to your new site.

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