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Is Your Website a Field of Dreams?

Remember the movie Field of Dreams? Kevin Costner builds a baseball diamond in his back field with the belief that if he builds it, “They will come.” They being the baseball greats of yesteryears. And, they did come. But that’s Hollywood. This is the real world. When we build websites, we can’t rely on Kevin Costner’s approach.

So why can’t we just hang the website out there in the web-o-scape and expect the phone to start ringing (or toning) with calls and emails from our target audience? There are more reasons than I have real estate here, but let’s talk about the crowded market space that many companies face. Two services and product offerings quickly come to mind.

• Outsourced engineering consulting services vendors: Theses companies are competing against thousands of similar companies around the globe. Try inputting “outsourced engineering services” into google and see how many search results are returned.
• Call center software vendors: These companies face hundreds of competitors, plus their problem is multiplied by the number of variations of terms that their target audience may search: call center software, call centre software, customer interaction solutions, customer service software, customer support systems, etc.

See what I mean? Even when the number of competitors is smaller (e.g. real-time operating system (RTOS) vendors), we can’t rely solely on the web. It’s better to get our brands known by the target audience before or when they encounter a problem and begin researching solutions. For this, we need solid, well thought out marketing communications plans.

If your fiscal year ends in December, now is the time to begin your planning. If your fiscal year ends September 30, have you finished your planning?

Crosby out.

Want to read more blog articles about marketing communications planning?

• The 3 Core Components of All Marcom Plans 
• Will Your Marketing Communications Plan Earn You a Spot on the Podium? 
• Why I Am Blogging About Bathrooms 
• Is Your Prospect Nurturing Process Responsive, Relevant, & Repeatable?

Want to read a couple of blog articles about website planning?

• How’s that Website Working for You?
• The Joy of CMS

 Tags: marketing communications plan, marcom plan, website planning, Irene Crosby, marketing communications consultant ottawa
 

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