What is web strategy?
Someone once said, "Begin with the end in mind." That encompasses how we view strategy—whether it is a web strategy or a full interactive marketing strategy. A Five Q web strategy is a process that identifies your organizational goals, your target audience, and your unique context to provide a clear road map for how to best leverage the web to reach your goals.
How do you develop a web strategy for an organization?
A web strategy should be one piece of your overall marketing and operations strategy. Your organization is unique. There is not a single template that we apply to every web strategy. We use an interactive process that starts with an in-person visit to learn about you: your mission, your audience, your goals, and anything else that is relevant to what you do. We have found the best strategies are usually found at the intersection your users, your context and your content. We take what we learn about you and integrate it with what we know about the web, developing a strategy tied to measurable results that provides a clear path to obtaining your organizational goals.
What do you include in a web strategy?
Your strategy documents become a plan for your prioritized list of initiatives that will help achieve your organizational goals. These include:
- An overview of your organizational mission, vision, and context
- Identification of your specific primary and secondary audiences
- Review of your current web initiatives
- Evaluation of your current strategies and initiative’s effectiveness
- Benchmark development for measuring success
- Recommendations for improving your Internet outreach to attain your goals
How do you implement the strategy?
The strategy documents will be of no value if left to sit on the shelf. This can be handled by the team of your choice—either your staff or partnering with an agency like Five Q. For our larger retainer clients, we work with them on a regular basis to review and update their strategic roadmap on a quarterly and annual basis to make sure goals are continually accomplished. For our project clients, we work with them during the course of a project’s execution to help accomplish a specific portion of the strategy and offer opportunities upon completion to continue strategic development and measurement.
How does my web strategy drive results?
Your web strategy is the foundation for delivering results on your web initiatives. It determines what you are measuring, providing a road map to drive your results. As you analyze your metrics, you can then adjust the strategy to better target your audiences or better reach your organizational goals.