Creating Marketing Tactics to Support Sales & Profitability

Sometimes a business professional will come to me and ask if we “do websites”… and if we do create websites, “how much?”

My answer is “Yes” and “It depends.”

To me it’s much more important to make sure the marketing strategy and marketing program aligns with the objectives of the sales department to support the overall company’s strategy than it is to “do a website.” Otherwise, a new website is created, looks, and works great, but the actual impact on the profitability overtime doesn’t improve. I don’t recommend doing a new website unless it’s part of your overall program. You want it to positively impact your overall sales & marketing goals. Tactics without strategy are wasting your marketing budget. If improving an existing website is something that will benefit the business, it could be as simple as doing a quick google search into something like Sacramento web design (location varies), for example, to get in touch with a professional web design company, who will be able to help with creating a better website for any company. Hopefully, with these changes, this will have a positive impact on the business.

I’ve heard it called “Ready, fire, aim.” You know what I mean.

As far as how much does it cost… well, the reason I say it depends is that I really have to work with the client to find out their goals and objectives. It’s all about meeting their needs.

We can create a small 5 page website that acts as a tri-fold brochure. That may be enough for some company’s needs. Other websites may be much more involved, e-commerce, on-line catalogs, interactive with reader… and what the reader actually sees is only like the tip of an iceberg. Sometimes so much of the website is in the back room, deep under the surface.

So a better set of questions than “do you do websites?” and “how much?” might be:

  • Who should we try to attract to our web site?
  • How will we attract them?
  • What do we want them to do after they get here?
  • How will we get them to do that?
  • How do we measure success?

    Now we’re getting somewhere!!

Technorati Tags: Marketing, Branding, Website Development

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

2 thoughts on “Creating Marketing Tactics to Support Sales & Profitability”

  1. Chris, you are absolutely right. And when you begin writing, use titles and subject headers that let the reader know you understand their needs. Rather than leading with “At ABC Corp we offer quality products and services and have been doing so for “x” number of years.” Try a question that requires an answer:

    “Would you like to increase sales by 25% this year?”

    “Are you looking for a product that will save you time and money?”

    Engage the reader with your content so they are sure to read your entire message and then take the action you desire: place an order, pick up the phone, send you an email.

    Deborah Chaddock Brown
    Wizard Web Writer
    http://www.allwriteink.com

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