Worth knowing
Web communications is part of strategic communications. On the Internet, you can reach new target groups and strengthen your relations with existing groups. All parts of your organisation are affected by communications on your website because it constitutes your trademark online. This is why your web strategy requires the support of management. Different channels have different target groups. Do not assume that you have the same target group on your website as in other media. Find out the facts!
Do you think, for example, that your website visitors consist mainly of investors and journalists? Do you always ensure that annual reports, quarterly reports and information about the board of directors and management team are easy to find?
Think again ...
- 55 percent of those searching the Internet are looking for product information and points of purchase.
- 40 percent are looking for job vacancies.
- Only 3 percent are investors and 2 percent journalists.
It is time to RETHINK!
A web strategy that is based on visitors' profiles is important in strengthening your trademark. Regardless of whether you want to strengthen relations with investors and journalists, or with new customers, members and job seekers. Find out which visitors are coming to your site, their expectations and how to respond to them to best attain your organisation's business and communications goals.
Consider this:
- The website gets
100,000 visitors a month - Only half of these find what they are looking for
- The remaining 50,000 might well surf to another website where finding information is easier
- If two per cent of these decide to buy from your competitor and spend an average of 60 Euro each...
- you will lose 60,000 Euro every month, or 720,000 Euro in a year!
And all this because more people can’t find what they are looking for!
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