Corporate Website Development Strategy

There are many avenues for a business to take when considering the most profitable return on their investment on their marketing dollar. Today’s market calls for forward thinking companies to step back and analyze what is working and what is not. A major part of building a successful long term business presence includes implementing a corporate website development strategy.

Most companies already have a company website and often they have spent a good amount of resources on the development. The challenge they face is, more than likely they had a website development company or traditional marketing company create this presence. Typically those types of companies do not have an in depth understanding of how to create a successful asset online.

A good Corporate Website Development strategy is much more than just building a website to look good and match the brand. Proper development includes identifying the end goal of the presence online and then putting in place different components that will create an asset for the business. An asset is simply defined as a portion of the business that is responsible for generating income. In relation to corporate website development, this becomes an asset when on its own it is generating more leads, more sales and more profits for the business.

Key Ingredients

1. Identify the right company to develop your website and strategy – This is critical, for long term growth and success of your business you want to partner with a firm who has specific knowledge and understanding on how to leverage new media integration. Ideally, you want a firm who has internet marketers as key principles.

2. Know your market – you must fully understand your market online. This is completely different from your offline strategies and must be focused on to develop the right strategy. In depth keyword and niche research will reveal the opportunities you are missing and expose what you can do to successfully position yourself in front of your market.

3. Know your competition – before you go to “war” you must intimately know and understand what your competition is doing. A comprehensive competitive analysis revealing how they are ranking in your niche is a critical component to a successful corporate website development strategy.

4. Know your outcome – you must lead your visitor down a pre-designed specific path based upon your outcome. Your website should include prominent call’s to action, specific points of adding value and clear objectives to inspire direct response.

Remember, as you lay out your corporate website development strategy, that this presence online will either be an asset or not. Those who spend the time, energy and resources to do this right will develop and asset that continues to pay for years to come.

Business Development Strategies That Work

As a manager, one of the foremost concerns to an organization is developing and exploiting business opportunities that are presented to you and your company. In order to grow, you need good knowledge and best management practices and strategies. It comes to down to whether as a business development manager, you are revolutionary or evolutionary. Any strategy that you undertake, no matter how small or insignificant it may seem will revolutionize your company or will evolve it.

Successful business development takes a multi-disciplinary approach in that it involves financial, advertising and legal skills. It is not enough to reduce activities to a simple template that can be applied to all situations faced by real-world enterprises. Being creative in this regard goes a long way in ensuring that any new and unforeseen challenges contribute to sustainable growth of a company rather than its demise.

There are several areas where business development strategies can help your organization to grow and succeed. Development strategies based on a strategic marketing plan for example will address a changing customer base and market dynamics, help one to understand horizontal and vertical target market opportunities and how to develop the right products, services and solutions to meet the target market needs. This plan should not just be an accident. Most successful business owners will tell you that a carefully planned business strategy was involved. A plan can take either a ‘bottom up’ approach or a ‘top down’ approach. A bottom up approach is where the employees make suggestions and the best are passed up the management while the top down approach is where top managers create the business development strategies and implement them down the chain of command. Another approach is the use of collaborative process where managers and employees work together.

In order for a business development strategy to work, you will need to evaluate its weaknesses, strengths, risks and growth potential. If possible, a strategy consultant may be included. Several factors will need to be taken into consideration, depending on the complexities that come with implementation. These include assigning responsibilities, sufficient resources and establishing a chain of command. A timeline will also need to be developed to evaluate if the desired goals are being achieved. Obviously, no one type of business development strategy is going to work for every business. Find out what works for you and your organization and the benefits of sticking to it.

Your Business Development Strategy – Refine Your Plan

So you had a good year last year, that’s a good thing. What do you think was missing that kept it from being a great year? In his book, Good to Great, Jim Collins says “Good is the enemy of Great”. Oh great you say, it isn’t enough that I had a good year, now someone wants me to be perfect. No, not perfect, just great! And why not, after all when you started your Business you likely had a vision or dream about how you were going to do things differently, bigger, better, faster than anybody else. You were going to make a difference, innovate and dominate, leave a legacy that would live long after you left the scene.

What will become abundantly clear when you are growing your company is that the work will be hard and much of your time will be sacrificed to make it happen. The learning curve will be very steep at times, but the reward will be sweet and worth every moment you have to wait. For those of you that think success will happen overnight, you’re probably better off buying lottery tickets, the odds are better. The concepts of business development are not just some irrelevant abstract theory, they are essential to the future success of your business.

The truth is, most Businesses are quite simple to operate, just not easy to do. Almost every Business operates on the same model of gathering customers through various marketing strategies and then having an effective conversion process or sales system to create a new customer. The next step is to implement customer service systems to serve them well, keep them coming back and become raving fans for life. We must also have an effective Human Resources division to select, hire and train our personnel to perform the duties and responsibilities of the various positions. All of these areas affect your business development and management.

Ideally, with a fully executed Business Development Plan, we would have a policy or procedure for every operating component of our Business, a system that would ensure smooth operations. A system that would allow the Business to operate with or without you being there. Finally, we must understand our financials, manage our fixed and variable costs and keep the cash flowing. All of this of course hinges on one critical component. That component is your leadership. You must create a culture that rewards and empowers your team to be their very best and to have them constantly seeking ways to do better than before. All of this must be done while juggling your family life, personal interests and maintaining excellent health!

Simple enough right? Just not that easy to do! So where do you start on this road to greatness? The question our clients hear us ask all the time is “How do you eat an elephant?” “One bite at a time!” That first bit is creating your business development plan.

So in the interest of greatness, take a few minutes and do the exercise below. This is the first step in forming your strategy for Business Development.

The Work/Career Wheel

Draw a circle on a piece of paper and divide it into eight sections, like a large pizza. On the outside of the wheel above each slice, write the following points; Marketing & Sales Processes, Customer Service Strategies, Relationship with Employees; Understand Your Financials, Systematization of Business, Organization & Time Management, Leadership & Vision and Work/Life Balance. These represent the most common ares of business development.

For each section of the Work/Career Wheel, score your sense of satisfaction on a scale of 1-10 (10 = very satisfied). If an area doesn’t apply, replace it with a more appropriate label. Once you have scored all the sections, identify the top three areas that you would like to target. Ask yourself the question “if my current score is ____ in this area, what would a 10 look like?”

I hope this has been revealing and at the same time encouraging that you can build a successful Business with an effective business development strategy. At the very least,set aside 1-2 hours each week to work on your Business in the areas you have identified as priorities to help improve your Small Business Management.