The First Step in Avoiding Major Web Marketing Mistakes

This year I have the pleasure of writing a column for Book Business Magazine about web marketing. The idea behind the column is simple: Explain the steps required to build an effective web marketing plan in the order in which they need to be addressed. My hope is that I can lay out a clear process that helps businesses and organizations build a strong web marketing foundation. The articles will be appearing in both the print and online editions.

The first article was published online this month, and the folks at Book Business have done a great job with editing and layout—though I do question their use of my big red mug at the top….

Here’s an excerpt:

Your own website is the most important piece of your Web marketing effort. For example, if you find yourself basking in the glow of success on Twitter—and it has tripled your Web traffic—your website must be as effective as possible at giving these new potential customers exactly what they need. If you’re directing this new stream of folks to an out-of-date, cobbled-together, or loosely thought-out website, you’re wasting time and money.

Luckily, this misstep is easily avoidable: Get your own house in order before you send out invitations.

STEP 1: Define Your Site’s Goals

The first step in any site overhaul (or even site tinkering) is to define the goals of your site. Without clear objectives, an effective redesign is impossible. What would you like your website to do? Create a list of the top three goals you have for the site.

Step 2: …….

WANT MORE…? Read the full article (and check out that billboard I call a face) here.