As a web designer and internet marketing professional, I have always searched for ways to better understand and explain my industry as it constantly grows and changes. With so many terms, technologies and tactics to keep track of, I had always looked for simpler, better ways to depict the core principals, the many opportunities and show how they all fit together in a way that was digestible to my clients.

The Tree of Internet Life

I find the tree provides a perfect metaphor because it not only provides the room to show all the components and possibilities, but it demonstrates the priority and order I feel is crucial to internet marketing done right.

Deep Roots

First, planting strong, deep roots in the form of research, strategy, branding and content. It is tempting to jump ahead to the design and development phases of projects, but like a tree that has a weak root structure, your marketing will not stand without a solid foundation to support it.

Sturdy Trunk

The roots support a sturdy trunk made up of good web design and development. Just as a tree grows bigger and thicker over time, your website and web presence should be set up to do the same. The trunk is the core of the tree, just like a good website should be the core your company’s marketing.

Sprawling Branches

The branches of the tree are a perfect symbol for the tremendous range of opportunities that exist for you to promote and advertise yourself. From Search Engine Marketing to Social Media Marketing, from Email to Online PR, etc., there is an ever growing number of categories and subcategories of promotional channels to exploit. But the important thing to understand is how they should grow out of a common strategy and how they should feed back into your marketing core, namely your website.

Your Tree, Your Forest

A tree thrives by drawing in rain and sunshine, growing bigger and bigger to take up more space, expanding upward and outward to block out competing vegetation and ensuring it’s long life. You have the choice - are you going to plant a mighty oak or settle for a fledgling bush?

It’s what they want, not what you have

In 2004, I started Mainline Media after years at traditional advertising and communications agencies. I was lucky to have developed a diverse skill set that included marketing, media buying, print design, web design, and copywriting and I had a team that was likewise well rounded in experience and skill. But, I knew that to attract an audience we had to focus on what clients were looking for and not simply provide a long list of the services we could provide.

At the time, I was much more versed and experienced in print design, but there was no mistaking that the web was where it was at. Even though we could rival anyone in our ability to design logos, layout brochures, and create ads, I made the decision to focus Mainline Media as a web design and development company.

Research, analysis, but mostly, common sense

One of the beauties of the internet is the ability to do extensive research quickly and conveniently. I researched what competing web design companies were doing online, looked up the historical industry stats and most importantly, studied the terms that people were searching online. Within a very short period I had the answers I needed to create a brand, position and a set of services that had a good chance to succeed.

Small company, big service

While, in 2004, Mainline Media was a start-up with just 3 people, we branded and positioned ourselves to look established, experienced and capable. To compete among web design companies that were larger and more established, we needed to look like we belonged and, online that is relatively easy to do. The primary objective of the site was to win search position for popular local terms and draw in prospects that were actively looking for our web services. Before long, the Mainline Media website was winning top positions on Google and Yahoo for terms like “Web Design Philadelphia,” “Internet Marketing PA” and “Search Engine Optimization” and the phone was ringing. Within a few short months, Mainline was bidding on jobs against much larger agencies…and we were winning them.

The results

As we got busier and busier and our portfolio and service listing grew, I often tried to return to our website to get it up to date. Well, you know what they say about the cobbler’s children going barefoot, and it seems I was always otherwise occupied. But that is when I learned a valuable lesson that I always share with my clients; Even though Mainline Media had grown beyond what our website conveyed, it was still doing what it was set up to do - prospect for clients and get them to call or email us. It was a lesson that good marketing is that which gets results and I have always remembered that when advising clients on how best to spend their money.

The lesson

What I hope small businesses take away from our story is how they can use their website and internet presence to propel their business objectives. And, in fact, looking at their internet marketing from a business perspective is a great place to start. When done right, the web can be a small company’s best tool for marketing, prospecting, branding, sales and even fulfillment. I believe that if more small companies understood all that could be gained with a good web presence, they would be more willing to spend the time and money necessary to get it right.

Over the years the company, had been slowly and quietly lowering the ceiling for it’s own marketing and business success. As a young, enthusiastic new member of the company, it wasn’t long before I bumped my head on that ceiling. The unforeseen forces I encountered were 1. Corporate politics, 2. Partner loyalties and 3. Fear of change.

It was these same forces, I would learn later in my career, that plague so many companies.

When hired, I had been under the assumption that I was free to pursue ideas that, simply speaking, would make the company more money, and if the “Company” itself was something that made decisions, I am sure my enthusiasm would have been encouraged. But too often I was dealing with people that could not be sufficiently objective - bringing baggage packed full of ego and fear and short attention spans. It isn’t that I was oblivious to the relationship part of business, but I was very suprised to see how often good ideas got derailed.

At that point I did what I think many Directors, marketing or otherwise, do - Rewriting their job description to fit within the walls, floor and ceiling of the company and in essence becoming one of those that protects my job and my comfort zone from the prospects of change. In my case, I reverted to a position where I simply focused on the rather mundane, repetitive, comfortable tasks:  getting the brochure out on time, getting lower prices from vendors, and standing ready to cut the budget at a moment’s notice.

After a few months, I decided to open my own agency, eager to find and help companies that valued good marketing and a more objective process. Nearly 15 years later, I am sorry to say, I haven’t found nearly as many as I should have.

Through my career I have worn many hats, from production positions like designer, copywriter, and coordionator to power positions such as business owner, director and consultant. My experience has afforded me a fairly unique perspective on the worlds of business and marketing, and an undertsanding of how and where companies can drastically improve their chances for success.

For too many companies, marketing is believed to be something you do when you need a surge of revenue. Companies that operate on this level soon meet with dissapointing results and in turn develop even less respect and regard for marketing. In order for companies to reap the greatest rewards from their marketing, they need to respect it as a cornerstone of their business.

Teamwork - the oxymoron

“Collaboration.” “Teamwork.” “The sum greater than its parts.” Yes, the team concept sounds good, seems good and sometimes, is good. But more often than not, teams act more like dreaded committees, with everyone adding their two cents and no one picking up the check. When I receive resumes from designers describing themselves as “good team players,” especially when it supersedes all else, I become cautiously pessimistic. I extend the benefit of the doubt, hoping that it is more pander than truth. Little do they know that, for me, “team player” is simply a euphemism for “undisciplined”"unsure” and possibly, “lazy.”

The common pitfalls

The idea behind teamwork is to draw upon the perspectives, talents, and experience of its members to create a more complete and successful solution. Very good intentions, indeed. But I have found that the practical application of “teams” applies unintended pressures and serves up easy excuses. Each team member feels pressure to play a role and be heard, regardless of whether they have anything productive to add. Often any contradictory or top-of-the-head opinion will do. This isn’t to say that “brainstorming” shouldn’t be encouraged. Members should feel free to throw out ideas without fear of ridicule or reprimand, but unfortunately egos seem to take over, and a random idea quickly becomes a favorite child.

At the same time, the team concept also encourages appeasement, a settled and compromised solution. Sounds good, right? Unfortunately not. In marketing, it is especially important to be focused, clear, forceful and dramatic in order to cut through the clutter and connect with audiences that are pressed for time and have limited attention spans. Compromises in strategy, message and design often serve to water-down the final product so that it ultimately speaks to no one in particular and says nothing distinctive or memorable.

Finally, the team concept serves as the perfect excuse. We know that “Success has many authors, while failure is an orphan.” In a compromised solution it is all too easy to point the finger and shift blame. That is if the shortcomings of the solution are even ever sought after or acknowledged. Groups are much less inclined to even look for or see any failures of the solution since they are all invested in its creation. Any criticism at all is likely to reflect badly on them.

Control-freak? Perfectionist? Stubborn mule?

I’ve been called worse. In truth, I was not always like I am now. I recall leaving college to join the workforce excited about learning and growing with those whom shared my passions and from those whom had been there and done that. Maybe it was due to the technology revolution, innovations in computers, software and then the Internet, that served to level the playing field, but I quickly grew less and less impressed with those whom I worked and worked for. It was then that I started my migration to such phrases as “If you want something done right…”, “take ownership,” and “bull by the horns.”

One caveat

The fact is that while I can be more insistent than most, I am no tyrant. Teams can be good, very good, and certainly accomplish much, much more than any one person alone. But it requires all parties to truly respect each other. Respect, not as some preordained corporate mantra learned in some mandatory positive-attitude seminar, but real mutual respect for the talents, ideas and work-ethic that everyone brings to the table. I work with great marketers, great designers and great programmers, but I think what makes each of them great is their ability to do each of their jobs well and thoroughly, whether they are part of a team or not. I trust each of them to be smart, not just within their assigned role, but smart about the overall problem and solution at hand.

Not a good fit

I am the first to admit that I am not a good fit for every company. I shy away from the larger corporations already drunk on the committee culture, where whims and passing suggestions are given as much time and weight as clear, sound strategies, where color and shades of colors are discussed more than objectives and ROI, and often where teams are comprised of those most available rather than those most qualified.

Unashamed

I openly acknowledge my failures as a team player, and I think my clients the better for it. I can be tough, but clients know that I am toughest on myself, making sure I collect all the necessary facts, thinking through all my client’s challenges and opportunities, and only conceiving a plan and a solution that I would be willing to invest in myself. My ability and willingness to grab the reigns, take ownership and full responsibility for the project ultimately serves to put my clients at ease. What may come off as arrogance at the outset, comes to be appreciated because it is rare that vendors have the confidence to put it all on their own shoulders.

Slight exaggeration

Of course, no one can or should work in a vacuum, and I certainly rely on the direction and input of my clients as well as my own team of talent and resources. The point I want to make is that, team or no team, any project needs a clear leader. A leader with the knowledge, skills and discipline to plot the correct course, make good decisions along the way, avoid distractions, and make sure everything is seen through. This is the path that has served me and my clients well, and I will not apologize.

Smart businesses are learning how to exploit the synergies between their “Marketing” and their “Business Operations”. Executives are taking a fresh look at how these two sectors can fit together to create lasting cost-efficiency and cost-effectiveness for their entire business.

Faster, Cheaper, Better Advertising

Few can argue that the Internet is the most cost-effective and cost efficient marketing tool available. More and more companies are using their website and web promotions to advertise faster, cheaper, and more measurably. With the advent of Search Engine Optimization, Pay-Per-Click, Email Marketing, and Affiliation Strategies, the ability to seek, find and draw niche markets has never been this easy.

The Secret Marketing Benefit

A well executed website can also make all traditional marketing more effective as well. Since the website can be the single source for all your company information, all other marketing and advertising material can be more focused, less cluttered, and therefore more effective. Since the detailed information is available on your website, you don’t need to burden your brochures, your magazine ads, or your radio spots with a lot of the same detail. You now have the room to reinforce one or two clear, focused messages and drive prospects to the website for the detailed information.

The Web – Simply a Better Business Tool

Ecommerce or not, good use of the web can reduce your costs of operation and streamline internal and external processes. There are a great many packaged and custom solutions that can automate, consolidate or eliminate many tedious business functions. Your existing software can be reconfigured or replaced so that information can flow with greater ease through a web based system. There are 3 immediate advantages to doing business through the web.

1. Information can be entered or retrieved from anywhere in the world.
2. Browsers become the common user-friendly interface, rather than the complex interface of a specific software program.
3. Database information becomes easily-accessible and updatable by all departments keeping information current and consistent.

When Marketing and Business Live in Harmony

It’s no secret that marketing needs to be a driving force behind many of today’s businesses. The days of “Build it and they will come” are long gone. The best companies continuously gauge the needs and wants of people to decide which products and services to offer. With this in mind, it is easy to see how strong marketing research, analysis and strategy all need to be intimately linked with the daily operations.

Consolidating Information is Key

The Internet provides a common receptacle where all marketing and business processes can efficiently deposit their information, and where it can be easily and quickly retrieved for analysis or for use. By creating a web-based, database system, companies can cut wasted money and time spent on redundant data-entry, tedious tasks, and manual collation. But the real benefit of a central web-based system is in the speed, flexibility and accessibility of all information. When all company data can all be collected at, edited in and accessed from one single source, you have the means to streamline most business processes for a long time to come.

Examples of eMarketing/eBusiness Synergy

The following list describes those processes that can reap the greatest benefit from a symbiotic relationship between marketing and operations. In most of the following cases the shared web-based system can streamline marketing / advertising initiatives while trimming operational costs and hours.

• Hotel Reservations
• Inventory
• Estimates and Quotations
• Scheduling and Time Keeping
• Market Research
• List Building and Maintenance
• Archiving
• Sales Support
• Sales Tracking
• Research and Development
• Content Management
• Procurement
• Supply Chain Management
• Corporate Culture
• Training

Mont Blanc Ski Resort is one of Quebec’s largest ski mountains. When we approached them in the summer of 2002 they had a website that lacked real marketing power . In less than 6 weeks we developed a new website that was clearly branded, aggressively promoted, and made good use of several innovative web tools. Our efforts brought about a 30% increase in their Winter revenue and built a strong marketing foundation that could grow revenue and reduce costs for years to come.

A Simple Change

We first changed their domain name from www.ski-mont-blanc.com to www.skimontblanc.com. Many companies make the mistake of choosing a domain name that isn’t user-friendly. The hyphens, in this case, proved to be a real obstacle for web surfers looking specifically for the Mont Blanc website.

Powerful Branding and Positioning

We then set off to brand and position Mont Blanc as the “The Region’s Family-Friendly Ski Resort.” Against formidable competitors, Mont Blanc’s best opportunity was to win the family market concerned with value and atmosphere. In design, photography and content, we developed online and off-line collateral that established a clear and consistent brand.

The Website as a Customer Magnet

Our Search Engine research showed that certain terms and phrases were far more popular than others. Search Engine Optimization became a driving force behind the structure and content of the site. We targeting 5 key phrases and won high first page rankings for all of them on all major Search Engines.

A Visitor Survey Tool

We fit the site with a survey tool that encourages site visitors to fill out a questionnaire, leave their email addresses, and sign-up for an email notice on their choice of resort specials and events. We achieve a sign-up rate of more than 6 visitors per day ending up with a pre-qualified list of over 900 names and addresses.

An Email Template Tool

We built an editable email engine that allowed them to customize and send rich, graphic emails whenever to whomever. Mont Blanc used it effectively to keep their customers and prospects informed of specials, events and plans for expansion.

The Grand Results:

• New website achieve a high first page ranking on all major Search Engines
• The new site drew 850 visitors per day. Up from 200 with the old site.
• 50% of new site visitors came from Search Engines.
• Mont Blanc enjoyed a 30% growth in total revenue.
• Hotel revenue from the website alone saw 100% growth from the previous year
• The Visitor Survey Tool gathered over 900 names and addresses
• The Visitor Survey Tool gathered valuable feedback and market data

1. Enhance your corporate image

   Your corporate website can be an effective tool to send targeted messages about your products or activities. For example, Starbucks (www.starbucks.com) uses its website to foster its image as a corporate citizen. A large chunk of the site outlines Starbucks’ “social responsibility” initiatives, activities which are likely not apparent to store visitors but are nonetheless an important part of fostering customer loyalty and confidence.

   Novartis (www.novartis.com) uses its website to promote its recent accomplishments. In June 2002, the company was awarded an international Galien award for therapeutic innovation. A small blurb about the award, a link to a press release and a link to the prize medal are displayed prominently on the front page of the website.

2. Provide a service or gathering place for
   information enhancing your appearance as a leader.

   A Japanese foods products store in Montreal established this site, which features recipes, tips and information for sushi lovers and sushi makers. The site gives the impression that the store and its owners are leaders in their industry (sushi!) and might be a means to incite confidence in a potential purchaser.

   Smith and Hawken, a vendor of plants and outdoor furniture uses part of its website to provide extensive information about its products and allow visitors to ask questions. Their “Garden Guru Resource Center” contains eight gardening “how to” guides and a section to “Ask the Garden Guru” a question. Selected responses are then featured on the main “Garden Guru Resource Center” page. By providing this useful resource, Smith and Hawken can ensure that its customers will visit its site often and stay informed about new products and special offers.

3. Give out coupons or specials to encourage purchasing

   Studies show that, in 2000, over 14 million people turned to the Internet to find savings coupons (Source: http://www.wfmynews2.com/2wk/2wk.asp?ID=12).

   On the Zyng Restaurant (www.zyng.com) website, visitors can print out a personalized e-coupon by entering their name and e-mail address. This serves two functions for Zyng; first, it attracts new diners to the restaurant, and second, it enables Zyng to collect contact information about its site visitors and to continue to send them promotional information.

4. Show what you have

   This might seem like a really obvious one, but you’d be surprised at how many companies offer a great product or service but don’t know how to use their website to show it off. A service company might use a “portfolio” page to describe their offerings both visually and textually. A company that sells a product might try an innovative approach to laying out the product display so that it is interactive or particularly functional and easy to use. An example is the Levi’s website (www.levi.com) which allows visitors to build their own pair of “virtual jeans” and view them in a host of different colours and sizes (very cool and admittedly sort of fun).

5. Highlight specials or seasonal events

   According to a recent survey of web surfers, 96% of consumers responded that they require that a site be continually updated. (Survey: Giga Information Group; cited in e-newsletter Circle Online Marketer, June 2002). If you keep your content fresh, you give your visitors a reason to return again and again.

   The Coca-cola website highlights their summer-long “MusiCash” promotion that allows coke drinkers to collect “musiCash” from specially marked coke products and redeem it for CD purchases (see www.coca-cola.com).

   During the month of June, Handspring (www.handspring.com), a manufacturer of hand-held computing products, used its website to highlight its “Dads and Grads” special offers. This gives the visitor the impression that he must act quickly to take advantage of the special offer (even if it is an offer that is always available on the website).

6. Provide convenient and efficient CRM and
   access to proper company departments

   A client who wants technical support likely wants it right away but may not have the time or patience to navigate through lengthy telephone messages or wait while tech support agents assist other customers. Here’s where your website can serve as an important technical support link by disseminating frequently used information and providing clients with a quick and efficient means to contact you.

   EXAMPLES:

   Kontron (www.kontron.com) has an easy to use and extensive Technical Support page on its site. It allows users to search technical information, browse a list of frequently asked questions, or request that a technical support agent contact them immediately.

7. Build excitement

   Apple Computers (www.apple.ca) does this extremely well. The company promotes new products on its website using short, catchy phrases that create a “must-buy” feeling in any site visitor. The visitor is left with the impression that if he buys the computer/camera/I-pod, he will be on the cutting edge of computing and that a buzz of excitement will surround him. (see Powerbook, ibook). The site is updated regularly with pictures of new products, thereby giving visitors a reason to return just to find out “what’s up”.

8. Distribute information or materials

   According to a recent survey, 93% of web users see the availability of in-depth information as one of the key factors determining website acceptability. (Survey: Giga Information Group; cited in e-newsletter Circle Online Marketer, June 2002)

   EXAMPLES:

   Who ever thought that information about vehicle safety could be fun and interesting? Lexus uses its website (www.lexussafety.com) to promote its vehicles’ safety features through interactive demos and games. Visitors can watch and/or participate in demos of Lexus’ ABS braking system and Vehicle Skid Control handling. Sure beats a safety specs brochure!

   Smith and Hawken (www.smithandhawken.com), a vendor of plants and outdoor furniture uses part of its website to provide extensive information about its products and allow visitors to ask questions. Their “Garden Guru Resource Center” contains eight gardening “how to” guides and a section to “Ask the Garden Guru” a question. Selected responses are then featured on the main “Garden Guru Resource Center” page. By providing this useful resource, Smith and Hawken can ensure that its customers will visit its site and stay informed about new products and special offers.

   Aventis Pharma (www.aventispharma-us.com) has used its website to provide consumers with information on health topics and uses this as a vehicle to promote its products.

9. Provide potential purchasers with
   ammunition against nay-sayers and superiors

   One of the great strengths of the web as a marketing medium is that there is no cost-limit to the amount of information you can provide. Because of this, the web has been credited with changing consumer behaviour. Over half of new car buyers research their car on the Internet before purchasing; and sites like epinions.com permit people to share their experience with consumer products. With this in mind – companies are using their websites to provide detailed competitive comparisons, and to draw users into get more in depth information about their products. Charts, diagrams, and benefit and feature lists also make great ammunition to help someone champion your company and its products.

10. Collect information about your customers / visitors

    Starbucks (www.starbucks.com) sells ice cream to grocery stores. You can go to the Starbucks website to find the store nearest you that sells this ice cream. You do so by clicking on the checkbox next to your “favorite Starbucks ice cream product” and then entering your zipcode. Ah ha! Not only do visitors find what they want (a store that sells starbucks ice cream products) but Starbucks finds what it wants (statistics on which ice cream products are the most popular or sought after and which products are most popular in which regions). Sure beats a run-of-the-mill list of vendors!

    Foodtv.ca runs online contests. Once you’ve entered the contest, a new window pops up and prompts you for the e-mail addresses of 3 friends. For each address entered, you get an additional chance at winning (i.e. your name is entered into the contest).

    The Novartis homepage (www.novartis.com) features a survey that asks visitors “What are you currently looking for on novartis.com?”. Voters can choose one of 6 options and then view the results. This is a simple interactive element that is attractive to users and allows Novartis to get more information about its site visitors.

1. Conduct some search term research
   before you begin writing or editing.

   Whether or not you are interested in Search Engine Optimization or Search Engine Advertising, a valuable by-product of search term research is that you will know what terms your audience is using to identify your product or service. By using the language of your audience you will deliver your message more clearly and quickly.

2. Write for the audience - not your boss.

   This is an extension of #1, but you need to fight the tendency to write copy that appeals to an industry insider, because that same copy is likely to confuse and turn off your target audience. Leave the terminology and acronyms in the conference room.

3. Look to your competitors websites for
   hints on language, organization and depth.

   Chances are that your viewers are going to be looking at several websites in their time online and you need to be conscious of how your message plays in comparison. Are you more professional? More friendly? More or less informative?

4. If you can’t be clear while being clever, don’t be clever.

   Too many headlines, captions and taglines fail miserably because they don’t clearly tell the viewer what they want to know - ‘what is this about?’

5. Use every opportunity to give the viewer
   information without having to read excessively.

   This applies foremost to graphic design, but copywriters can help out by writing good headlines, good subheads, short captions, lists, and by using bolds and italics appropriately.

6. Watch the physical length and depth of your copy.

   Sentences that are more than 12 words wide and paragraphs that are more than 12 lines deep are screaming not to be read. Good graphic design is about clustering. Create copy that works in manageable clusters.

7. Be conscious of spacing, type size and color.

   It is already a struggle to get anyone to read commercial copy these days, don’t make it harder by displaying the text smaller or bigger or lighter or more spread out then it needs to be (unless you don’t want it read).

8. Strive to offer rich, relevant, compelling content to the user.

   Commercial copywriting has always been a blend of fact and fiction, but the reason people don’t read is because they are weary of spin. But you can use this to your advantage if you can convince your audience that you are one of the few resources that gives them important, reliable information.

You may have heard about such topics as search engine optimization, online branding and site map architecture, but without stepping back to see how and where all these pieces fit, the task of building a truly successful website becomes daunting, frustrating and ultimately futile.

Without an overall Internet strategy and clearly measurable goals, singular web initiatives like emailing, pay-per-click, flash animation, or you name it, are often wastes of time, effort and money.

This break down puts the landscape and it’s opportunities in order and hopefully gives the novice a manageable perspective that will help them know where to start and where to look when assessing their own web marketing.

The most important thing to take away from this chart is an appreciation of how all the phases work together. Understand that attracting traffic to your site is probably a waste of time and money if your site doesn’t convey credibility; That the best looking, animated flash site is a missed opportunity if it can’t draw traffic from the search engines; Or that a beautiful design and layout is worthless if you haven’t bothered to write relevant, compelling copy.

I hope this chart helps put the issues into perspective and moves small businesses to see the value of pursuing a serious web strategy. I am confident that you’ll find the cost-benefit ratio unlike any other in the marketing landscape. There is no harm in starting small as long as the development process is well thought out.