It’s about customers. Those real people who interact with your organization every day. They talk to your salespeople. They interact with customer service. They play golf with your executives and, yes, they visit your website. But the experience they have with your website needs to complement the experience they have in every encounter with your brand—so the website can’t just be some code and few pictures posted to the web. It needs to incorporate identity, message, clarity of purpose, compelling images and design as well as provide database functionality, which gives customers the information they are looking for quickly. Ideally, the website owner should also be able to easily edit the content of their own site, so businesses can respond to the organic process of maintaining customer relationships.
Every hour we spend at On Track, working on client assignments, we are asking customer relationship questions. This is what transforms our marketing and technology ideas into value for our clients. We work from our unique marketing process, which incorporates positive organizational change techniques often only spoken of in human resource discussions. We’ll lead the process, so you can concentrate on providing us the business vision and creative aspects which are the business you’re marketing.
To achieve high levels of growth and increase your audience or sales base, you need to treat your brand as the asset that it is. We can help build this asset, much the way a retail store is developed or a new piece of equipment on a factory floor is put into production or a new membership program is established.
So use your website to help build your brand, just don’t ask it to do all the work by itself.