Identifying Business Objectives for Your Web Site
Published: 10/06/2009 by Scott Rabinowitz
It is very important that you identify your business objectives for the web sites under your control. Knowing your objectives makes it easier to set key performance indicators (KPI) before you spend money on ads. This way you can clearly gauge if advertising is working or not.
Here are a few potential objectives you may consider for your own site:
-Expanded brand presence.
-Generating customer leads who you or your team can contact for the pitch later.
-Generating product sales or other forms of direct response for your own eCommerce (pay to play) web sites, whether the customer buys hard goods, services or subscription access to content.
-Generating affiliate revenue for sponsor programs.
-Generating incentive traffic for traffic partners.
-Generating paid advertising revenue, from affiliate program participation, domain parking programs, PPC feeds and direct ad sales, whether handled in-house, through an agency or broker.
-Preparing the assets for liquidation/sale to other parties.
This is just the start. Have a plan so you know what you are aiming for and can evaluate progress accordingly.
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