Companies' goals for their websites vary greatly, but in most all cases, achieving success on the Web involves a multifaceted approach which starts with a solid structure (well designed site), and includes search engine optimization, regular updates (posting of new content), active use of social media, and coordinated marketing to promote/support the site (both traditional marketing as well as online marketing). In fact, the "formula" for achieving online success is very similar to the formula for losing weight and getting into shape: combining the right diet program, food selection, exercise and vitamins/supplements.
Being a lifelong foodie with a monumental sweet tooth, and being VERY familiar with every diet on the market, every supplement, mix, shake, protein powder, and "lose weight fast" program, I really identify with the parallel between Web success and weight loss success. I can also identify with trying to shortcut; if I can leave out exercise, great. Can I save the money from the expensive diet program and just eat healthy meals? Count me in! And of course, the supplements are "nice," but I'm not entirely convinced that they are really necessary (even though others swear by them). And guess what? I'm still fat.
Websites are much the same. I often encounter firms who are leaving their current web company because they aren't getting the results they seek with their websites. A few questions quickly reveal, however, that they are not using a multifaceted approach to supporting their sites - they are on Yo-Yo diets. I find that there are four scenarios these yo-yo diet sites fall into:
- Partial Commitment - Maybe they have a great site, but don't regularly update it. Perhaps they have made a half-hearted effort to establish social media accounts, but they aren't truly committed to them and do not properly carry through their efforts to their other online efforts. This is not unlike joining the gym (i.e., paying the fees) but not going regularly. Half-way there, but not truly jumping in with both feet.
- Bad Choice of Vendor/Diet Program - SEO? They aren't investing in that right now. They "did SEO" but worked with a vendor who didn't get them great results, so they've decided SEO isn't worth the money. It's not unlike trying the Atkins diet, the South Beach diet, or the Weight Watchers program and deciding that if that one approach didn't work, none of them work, right?
- No Plan - By far, the most common problem of the yo-yo website is having no plan. One sign of no plan is no budget. Which translates into trying to do as much in-house as possible, but without the proper staff, training or tools (there is cost associated with each of these, so no budget = wing it). Doing work in-house is great if you are equipped (and committed) to doing it. But web and marketing technologies, like every other discipline, require training. Do you have to invest the time to become an SEO expert? You do if you want that type of results and aren't going to hire someone to do it for you. Not to say it can't be done, but the old "time or money" cliche applies.
- Constantly Changing Plans - Similar to having no plan is constantly changing plans, too quickly. There are plenty of "experts," "approaches," and "statistics" that can inform your choice of the proper marketing mix and online strategy to be used for your website. But like a diet, you must stick with one - completely - for a period of time for it to work. Even with the perfect plan of diet, exercise, supplements, etc., if you stop too quickly, you'll never reach the certain success that was just ahead of you.
Any of these sound familiar? If so, you are in good company. It's easy to find yourself in this position, and not always obvious why this type of yo-yo dieting can keep your website from being effective. Today's post is the first in a 3-part series that more closely examines the Web/Weight Loss connection and how to develop the "right" formula for reaching your company's Web goals, and the pitfalls of "fast track to success" plans. Join me for the next part and we'll talk about how to break the yo-yo diet!
