This is the first article in an eight-part series which describes the role of a digital media strategist in improving the website operations of a company or organization.
Too many organizations only have one goal for their online efforts — to have a website up and running. After all, it’s the thing to do, right? Everyone else is doing it (including our competitors), and we can’t be left behind, can we? When a company approaches their website with this attitude, no thought is given to what the website might actually accomplish. As long as the website is up and includes basic information about the company, management is satisfied.
A digital media strategist will document your existing goals but may also challenge you with further possibilities for the use of your website. For example, you may think of your website only as a vehicle for promoting your services. But a digital media strategist may point out that you could also be selling one or more products from your website (ebooks and special reports, video training sessions on DVD, etc.).
A clear understanding of your goals and objectives for your internet and other digital operations (whether they are your original goals or goals which have been revised after discussion with your digital media strategist) becomes the foundation of every other aspect of a digital media strategist’s recommendations for improving the effectiveness of your online efforts.
With a clear understanding of your goals, your digital media strategist will begin to understand if there are potential sources of website traffic which you are not tapping. He will be prepared to study your landing pages and make recommendations for improvement (so that your landing pages will better accomplish your goals and objectives, of course). She will be able to assess the graphical appearance of your website and determine whether or not it contributes to achieving your objectives. With your goals and objectives in mind, your digital media strategist will be equipped to effectively appraise the quality of your content. She will advise you and make recommendations regarding whether or not your website’s navigation allows your customer to easily follow a path ending in the realization of your objectives. He will determine if your call to action is in line with your goals and objectives. And finally, your digital media strategist will be able to decide if your website analytics package and other monitoring systems will be able to tell you when your goals and objectives have been accomplished.
In the next installment in this eight-part series, we will discover that a digital media strategist will examine the sources of traffic to your website and formulate plans to increase that traffic.