Part 4: Strategic Objectives
I’ve now listed 12 possible objectives for you to consider. It’s difficult in any business to accomplish all these objectives all the time. But you could choose two or three of them (at least) and then, as you plan and build your site, you can ensure that each page on your site accomplishes at least one of your objectives.
The point of all this is that if you’re not thinking this through, your website will not maximize the opportunity when visitors come to it. Again, most business owners never think at this strategic level, so by doing so, you automatically give yourself an advantage over others.
Choose at least two strategic objectives that you will endeavor to incorporate on every page of your site. You might have more than two and if you do, write them down in your Website Plan document.
Most business owners today operate very tactically. A tactic in business is an action like placing a newspaper ad, going on a sales call, telephoning a potential client, sending an email sales letter, etc. But most business people don’t think strategically so their tactics don’t accomplish all they could be accomplishing.
Let me explain. Let’s say you have a job interview and I ask you, “What are you trying to accomplish in that job interview?”
You say, “I want to get a job.”
I would say, “Is that all?”
You answer, “What else is there?”
“There’s a lot else you could accomplish,” would be my reply.
“For example …” you say, testing me.
I would start to list other objectives:
• You want the boss to like you.
• You want the boss to trust you.
• You want the boss to respect you.
• You want to be seen as a person of the highest integrity.
• You want the boss to value you at a higher level and offer you a higher salary.
• You want the boss to say, “There’s no point in extending this search to other candidates; I see that you’re going to bring value to this company and help us increase our profits, so we’re going to hire you right now.”
Given those 6 objectives, have you planned your interview so that you can achieve those objectives? What would you say? How would you act? How would you dress? What stories would you tell? What information would you relay?
Most students go into an interview totally unprepared.
It’s the same with life and business. Most business owners don’t fully capitalize on the opportunities they are presented with and they don’t act strategically. They only operate tactically. They go on the sales call, but haven’t thought through their ultimate strategic objectives. They place an ad in the paper, but haven’t implemented their strategic objectives in the ad. They build a website, but they aren’t building it with a strategy in mind.
So the question comes to us: How can we act strategically when we build our site? What are the ultimate strategic objectives for our site and are they implanted correctly in the site?
You can take the same strategic objectives for a job interview and you can extend that to your website or to your business:
• To get your prospective customers to like you.
• To get your prospective customers to trust you.
• To get your prospective customers to respect you.
• To be seen as a business of the highest integrity.
• To have your potential customers say, “There’s no point in looking elsewhere.”
You could also add these other strategic objectives in business?
• To build an automatic referral program or plant the seed to generate more referrals.
• To arm your visitors with better information. (Every client you have is a potential salesperson for your business. What do you want them to say, and have you provided them with the tools or information so that they can easily pass on or share your ideas with others?)
• To be the source of innovative ideas,
• To be known as a business of the highest integrity,
• To be the most sought after for help and information.
• To have a growing number of residual customers—those wonderful customers who keep coming back to you time and time again.
• To build the highest credibility.
This ties in closely to your vision and goals but the category of strategic objectives forces us to think through our site at a completely different level.
© 2017 by Patrick Bell, MBA, MA