許多公司和組織已經在萬維網（WWW）上建立了網站，但很少考慮制定網站推廣策略。當被問及為什麼會這樣時，一些高階主管搔頭嘆息。正如一位困惑的高管最近對我說的那樣，『天哪，我以為建立網站就是策略。你的意思是我必須為這個策略制定另一個策略？我該怎麼做？
這裡有一個簡單的六步驟指南，用於制定成功的網站策略：
Many companies and organizations have set up a site on the World Wide Web (WWW) and have given very little consideration to developing a website strategy for promoting the website. Some executives scratch their heads and sigh when asked why this is so. As one confused executive recently said to me, "Hell, I thought setting up the website was the strategy. You mean I have to develop another strategy for the strategy? How do I do that?"
Here is a simple six-step guide to developing a successful website strategy:
網站新手所犯的最大錯誤可能是在設計網站時沒有考慮潛在受眾的組成。網站的設計和內容通常會吸引某些類型的訪客。新網站管理員犯了一個嚴重的錯誤，他們認為只要吸引更多訪客到他們的網站就可以實現適當的目標。目標應該是吸引更多符合公司潛在客戶或組織新成員特定特徵的訪客。精明的網站管理員將此人稱為他們的「目標」。
Probably the biggest mistake made by website newcomers is failing to consider the make up of their potential audience when designing their site. The design and content of a site will normally attract certain types of visitors. New webmasters make a serious blunder by thinking that by simply attracting more visitors to their site that they are achieving an appropriate goal. The goal should be to attract more visitors who fit the particular profile of a potential customer for a company or a new member for an organization. Savvy webmasters call this person their "target".
Visitors 將繼續返回訪問提供有趣內容的網站。一般來說，內容通常分為兩類：其他網站的連結和特定主題的資訊。 如果一個人造訪同一主題或主題的多個網站，他/她會清楚地看到許多網站可能具有與其他網站完全相同的連結。 這一事實往往會讓人們對網站的相對價值感到困惑。 因此，發布對訪客有用的特定主題資訊極為重要。在收集了目標的概況後，您應該開發網站的內容以滿足目標的特定需求。在某些情況下，這可能涉及在非常狹窄的範圍內提供特定資訊。在其他情況下，它可能涉及提供有關某個主題的廣泛資訊。無論情況如何，請記住，一旦您滿足了目標的需求，您就已經建立了善意，從而使購買或加入決策變得更加容易。透過繼續添加新的有趣的內容並保持網站更新，您將繼續增加商譽並提高網站的品牌忠誠度。
Visitors will continue to return to visit a website that provides interesting content. In general terms, content is usually broken down into two categories: links to other sites and topic specific information. If one visits several sites on the same topic or subject matter, he/she would clearly see that many sites would probably have the very same links to other sites. This fact tends to confuse people about the relative value of a site. Therefore, the issue of topic specific information that is useful to the visitor is extremely important. After you assemble a profile of your target, you should develop your site's content to satisfy the specific needs of your target. In some cases, this might involve providing specific information within a very narrow focus. In others, it might involve providing a broad spectrum of information about a topic. Whatever the case may be, remember that once you have satisfied a need of your target, you have developed goodwill that makes a buying or joining decision much easier. By continuing to add new and interesting content and keeping the site updated, you will continue to increase the goodwill and also develop your site's brand loyalty.
如果您希望您的網站具有很高的知名度，則必須找到並參與網路上與您網站的主題或主題相關的虛擬社群。這些社區提供了一個論壇，人們可以與來自世界各地有共同興趣的人一起學習和交流想法。這些論壇也越來越多地被用來提供業務線索並加強全球業務拓展，因為可用的集體資源數量往往會吸引來自世界各地的許多訪客。
經驗豐富的網站管理員會告訴您，吸引新訪客造訪網站的最佳方法是與另一個具有聯合興趣的網站建立相互連結。 一個很好的例子是一家與外國貨運代理商有互惠聯繫的全球貿易公司。兩家公司的網站都將獲得新的訪客。更重要的是，這些新訪客將匹配兩個網站的目標設定檔。
If you want very high visibility for your website, it is essential to find and participate in the virtual communities on the Internet that pertain to the topic or subject matter of your site. These communities provide a forum where one can learn and exchange ideas with people from all over the world who have a mutual interest. Increasingly, these forums are also being used to provide business leads and enhance global business outreach because the quantity of collective resources available tends to attract many visitors from around the world.
Experienced webmasters will tell you that the best way to attract new visitors to a site is by having a reciprocal link with another site that has an allied interest. An excellent example of this would be a global trading company that has a reciprocal link with a foreign freight forwarder. Both companies will gain new visitors to their sites. More important is the fact that these new visitors will match the target profile for both sites.
公司中的某個人必須負責回答網站產生的電子郵件查詢，並定期訪問 WWW 以查找您的公司或組織可能感興趣的新網站和/或虛擬社區。有人還必須承擔維護網站的責任（添加新內容、修復損壞的連結和更新其功能）。建立內部網路以協調的方式處理這些任務的公司和組織更有可能從其網站中獲得更大的利益。 降低您的網站以及您的公司或組織的可信度的最快方法是無法正確、及時地回應查詢，並且不修復網站上損壞或無效的連結。 定期添加新內容同樣重要。 完善您的附屬行銷和促銷材料。
這是理所當然的。 簡而言之，如果您建立了一個網站，請告訴某人。 令人驚訝的是，有許多公司和/或組織建立了網站，但卻未能對其進行充分的推廣。 貴公司的信箋、所有小冊子、任何平面廣告或廣播和電視公告都應提及您的新網站。 事實上，您應該向所有適當的媒體組織發送新聞稿。 利用一切機會在廣播、電視、會議和貿易展上親自露面，宣傳您的新網站。建立網站是一個絕佳的機會，可以聯繫您目前的所有客戶/會員，向他們表明您正在尋找新的方法來滿足他們的特殊需求。 這也是接觸新客戶/會員的絕佳機會。一些公司利用網站公告作為提供特別折扣的機會，以吸引新客戶。 組織可以提供限時折扣會員費以吸引新會員。
這是非常基本的東西，屬於簡單常識的範疇，但太多的公司和組織未能通過完善其附屬營銷和促銷材料來充分宣傳其網站。它不需要任何高價的顧問或專家。很多時候，一張簡單的明信片或一個禮貌的電話就夠了。
Somebody in the company will have to assume responsibility for answering e-mail inquiries generated by the website and also periodically visiting the WWW to look for new sites and/or virtual communities that might be of interest to your company or organization. Somebody will also have to assume responsibility for maintaining the website (adding new content, fixing broken links and updating its features). Companies and organizations that have set up an internal network to handle these tasks in a coordinated manner have a better chance of deriving greater benefits from their website. The fastest way to diminish the credibility of your website and in turn your company or organization is to fail to respond to inquiries properly and in a timely fashion and to not fix broken or dead links at the site. Regularly adding new content is equally important. Refine your collateral marketing & promotion materials.
This is a no-brainer. Simply stated, if you set up a website, tell somebody. It is very surprising to see the number of companies and/or organizations that have set up a site and then failed to adequately promote it. Your company's letterhead, all brochures, any print ads or radio & television announcements should include mention of your new website. In fact, you should send a press release to all appropriate media organizations. Avail yourself of every opportunity for personal appearances on radio, television, meetings, and trade shows to publicize your new website. Setting up a website is a wonderful opportunity to contact all of your current customers/members to show them that you are looking for new ways to satisfy their special needs. It is also a fantastic opportunity to reach out to new customers/members. Some companies use the announcement of a website as an opportunity to offer special discounts to attract new customers. Organizations can offer limited time discounted membership fees to attract new members.
This is very basic stuff and comes under the heading of plain common sense, but entirely too many companies and organizations fail to adequately promote their website by refining their collateral marketing & promotional materials. It does not require any high priced consultants or specialists. Many times, a simple postcard or a polite telephone call will suffice.
Feedback 是任何成功網站的生命力。 您需要了解訪客對您網站的看法。 內容有用嗎？內容是否合適？真的符合主題嗎？ 內容夠多嗎？ 獲得回饋的最佳方式可能是透過線上回饋表。 一些網站管理員也喜歡透過電子郵件向與他們交流過的網站訪客發送問卷。 回饋通常會提供有關訪客如何根據其他類似網站對您的網站進行評分的線索。 這對於您決定刪除、新增或更改內容非常有幫助。
這個六步驟指南中的任何內容似乎都不是極其複雜的。 事實上，有些步驟似乎太簡單了。 然而，簡單性常常被低估。 我們的經驗是，一些希望制定成功的網站策略的公司和組織經常尋找噱頭。 不幸的是，作為推廣網站的整體策略，噱頭並不能很好地發揮作用。 不要忘記，制定網站策略最重要的方面是將其寫在紙上並將其發佈在每個人都可以看到的地方。 然後確保全體員工負責仔細執行每一步。
最後，學會傾聽員工的意見。 企業主管和組織官員的網路實務經驗往往非常有限。 如果您是主管人員，因此擁有最終決策權，請嘗試明智地使用它。 您可能對您的公司或組織有一個願景，並且該願景可能非常令人欽佩。然而，只有在做出決策時考慮員工的專業知識，才能製定良好的網站策略，以在網站和公司/組織使命的背景下促進您的願景。 雖然制定網站策略可能被視為高階主管職責的一部分，但行政助理可能會更好地完成它。 公司和組織所犯的最嚴重錯誤是允許在沒有真實網路實務經驗的情況下做出網路決策。 真正開發公司內部網路來支持網站的公司通常可以利用來自不同學科的許多員工的豐富而多樣化的才能。由於開發網站本身就是一個協作過程，因此顯然嘗試制定推廣網站的策略也是協作。 讓所有員工參與制定網站策略的公司和組織往往會在執行該策略方面取得更大的成功，從而獲得在萬維網上擁有網站的好處。
Feedback is the life force of any successful website. You need to know what your visitors think about your site. Is the content useful? Is the content appropriate? Does it really fit the subject? Is there enough content? Probably the best way to obtain feedback is via an online feedback form. Some webmasters also like to e-mail questionnaires to site visitors who have communicated with them. Feedback will often offer clues as to how visitors rate your site against other similar sites. This can be very helpful in your decisions about what to delete, add or change.
Nothing in this six-step guide seems extremely complicated. As a matter of fact, some of the steps seem almost too simple. However, simplicity is too often under-rated. Our experience has been that some companies and organizations looking to develop a successful website strategy are very frequently looking for gimmicks. Unfortunately, gimmicks do not work very well as an overall strategy for promoting your website. Lest we forget, the most important aspect of developing a website strategy is the necessity to write it down on paper and post it where everybody can see it. Then make certain that the entire staff is responsible for following each step carefully.
Finally, learn to listen to your staff people. Business executives and organization officials tend to have very limited hands on experience with the Internet. If you are the executive in charge and therefore have final authority for making decisions, try to use it wisely. You may have a vision for your company or organization and that vision might be quite admirable. However, developing a good website strategy to promote your vision in the context of the website and the company/organization mission can only be accomplished if you factor in the expertise of your staff people when making decisions. While developing a website strategy might be considered part of an executive's responsibilities, an executive assistant might better accomplish it. The most egregious error that companies and organizations make is allowing Internet decisions to be made in a vacuum of real hands-on Internet experience. Companies that really do develop an intra-company network to support the website can often draw upon the rich and diverse talents of many employees from different disciplines. Because developing a website itself is a collaborative process, it seems clear that trying to develop a strategy to promote the website is collaboration as well. Companies and organizations that involve all staff members in developing their website strategy tend to have greater success in executing that strategy and thereby deriving the benefits of having a site on the World Wide Web.