There is absolutely no doubt how internet uptake continues to grow, with mainstream media using the web to play a more active role in engaging their audiences. In April Oprah did a Twitter feature, then opened her own Twitter account. The response: over 945,000 followers at the time of writing this article.

So, what does this mean for SMEs (small and medium enterprises) in a recession? One clear message is that consumers (and businesses) are becoming more comfortable and willing to find, form and maintain new relationships online. With this in mind, is your online strategy up to scratch?<!–more–>

Creating a Winning Web Strategy
The maxim ‘if you fail to plan, you plan to fail’ can be applied to your online business presence. Time spent preparing an online strategy for your business is time well spent, and essential for the long term success of your website.

Every website plan will look different. Each plan will be customised to complement various staff and customer requirements, as well as to fulfil marketing goals. Whatever your needs, here are some factors to consider when preparing your web strategy:

1. Short- and Long-Term Objectives

Instead of regarding your website as an online brochure, unlikely to change until the next round of updates to your marketing materials, consider it as an opportunity to increase sales and cut costs. Ask yourself: ‘What do I want my website to achieve in the next few years?’ As well as asking: ‘What you want your website to achieve now?’

The web can be used to accomplish many different things, such as to create leads, train staff, provide online customer support, magnify your marketing messages, complement your sales processes and cut down on travel expenses, to name a few.

2. Think Dialogue – Not Dormant

More UK internet users spent time on social networking websites in March than on e-commerce sites. While it’s too early to regard this as a trend, it does indicate the continued popularity of social media sites – and with it, the expectancy of participating in an online dialogue.

Include plans to make your website engaging by keeping it fresh and interactive. Modern media tools such as a blog (web log) provide an excellent way to publish new content instantly on your website. Keeping your website regularly updated gives your business a progressive feel and can help attract search traffic.

3. Web Marketing is a Must

No web strategy is complete without an online marketing plan. Marketing your business over the internet doesn’t need to cost the earth; in fact, real savings can be made over offline advertising. Worthwhile activities would include:

Identifying how and where to attract your target audience – you want pre-qualified website visitors, not just lots of website traffic.

Adopt techniques to bring new customers to your site – this may include search marketing (paidand organic), banner ads, video ads, viral marketing and more.

Consider using email newsletter marketing as a means of keeping in touch with and engaging existing (and new) clients on an ongoing basis.

Use social media websites to genuinely connect with people who need your product.

A well-prepared marketing plan will enable you to reduce costs and help you effectively measure what is working for you.

4. Track, Test, Tweak

The web provides excellent tools for tracking your site activity; letting you identify where it’s coming from, what the most popular pages are, and the most popular path through your website, which translates into more sales and bigger profits.

The process of analysing the effectiveness of your online activities completes a good marketing plan, giving you the ability to identify what really works for you, and then to adapt your plan accordingly.

5. Expect to Evolve

The internet is not a static medium, so your web strategy shouldn’t be either. Be prepared to implement changes so you can respond to online trends from your target audience.