Bridging Your Business Strategy to Your Web Strategy: Three Steps to Tie These Together.
Filed under: Business Growth, Marketing and Technology, Profitable Growth
You meet a business owner or someone on his or her staff who passionately tells you what the company does. Conversely, you’re on a company’s website, trying to learn all you can before you meet with them. Unfortunately, as you probably show you’ve done your homework, they interrupt you only to say, “our website needs to be updated as that’s not what we do anymore.”
After 20 years of firms building their Internet strategies, there is still a significant gap between most company’s business and web strategies. Perhaps this is not surprising as there are over 20 centuries of firms on their business strategy. So not only do we have 100 times more experience working on our businesses before the Internet appeared, but many of us will admit that our strategy for running our business probably needs at least a tune-up if not some major rethinking. And while all serious businesses have had a web presence for at least a decade, few if any companies are really happy with their web presence. So it’s no surprise that most firm’s business strategy is not really connected to their web strategy.
The disconnect, or misalignment, between a business strategy and a marketing strategy often represents a significant opportunity cost for the business. This opportunity cost may manifest itself in many ways, however a compromised or suppressed revenue stream is usually the result. While most can agree that an effective business strategy is critical to success, a web strategy, and its alignment with the business strategy is often overlooked. The following graphic shows the impact of divergent strategies, and how they can suppress, compromise or maximize company revenue streams.
To resolve this conundrum, here are three steps:
1. Ask yourself, separately and independently:
a. What is my business strategy?
b. What is my web strategy?
c. If you can define both strategies, then move onto step two.
2. Against clear measurements, determine if:
a. My business strategy is effective
b. My web strategy is effective
c. If you believe both strategies are effective, then move on to step three
3. Are my business strategy and web strategy connected, interdependent and symbiotic?
If you find that your strategies do not exist, are not effective independently, or are not aligned, you are not realizing an optimal revenue stream, or worse.
Think of your challenge in terms of building a bridge. For centuries, bridges have been built by first creating strong foundations on both sides. Once these are sturdy work crews build their way out and towards the center of the void. If constructed with excellent communication, the two halves of the bridge are joined in unison. Not only has a passable, seamless pathway been constructed but, hopefully, it will stand the test of time.
Imagine if your business strategy and web strategy worked as well together as you need it to. Well, consider the effort that goes into building a bridge temperature vision and put your construction skills to work. You will be delighted with the fruits of your labor!