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Ladda ner 10 frågor som förändrar din syn på internetmarknadsföring

Gör vårt självtest som sätter fingret på 10 st viktiga webbstrategiska frågor. Skriv gärna ut testet och gör det i lugn och ro, när du själv har tid.

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En webbstrategi – en beskrivning för hur webben ska användas och vilken affärsnytta den ska göra för ditt företag. Visst låter det bra? Att svart på vitt få det förklarat. Vad det är som ska få ditt företag att lyckas. Att tränga igenom mediebruset och att få upp försäljningen. Att gå om dina konkurrenter och låta de stå med öppen mun och se på när ditt företag tar över deras marknadsandelar. Nej, riktigt så enkelt är det inte. Men låt gärna dina konkurrenter tro det – under tiden kan du ha kul samtidigt som du får se affärerna blomstra.

Hemligheten handlar om att leva digitalt. En webbstrategi ska inte bara definiera hur ditt företags webbnärvaro ska fungera utan ska också beskriva hur du och ditt företag ska agera. Istället för att se webbstrategin som en uppdragsbeskrivning ska du se det som att du nu är på uppdrag. Du ska förverkliga strategin. Strategin är ett manus  – men det är du som spelar huvudrollen. Utan dig så är det bara affärssvammel som inte gör någon skillnad.

Att förverkliga en webbstrategi handlar alltså om operativa frågor mer än strategiska. För att strategin ska kunna förverkligas behövs en operativ plan. Vem ska göra vad, vilka roller och kompetenser krävs? Vilka personligheter? Vilka rättigheter? Det sistnämnda, om rättigheter, är bland det viktigaste. Oavsett om du vill det eller inte så finns dina kollegor på nätet idag. De är sociala. De har Facebook. De känner folk. En del av dem har bloggar. De lever digitalt. Drar du nytta av det eller inte? Har dina kollegor mandat att föra ditt företags talan? Varför? Varför inte?

Struktur, process och personal

Du bör tänka på vilken organisation du behöver och vilken struktur ska ha. För att ”leva digitalt” och förverkliga en webbstrategi behöver du oftast involvera flera personer och avdelningar. Försäljning, marknad, kundservice, ledning m.fl. Ta också fram processer för varje roll. Fördela ansvaret tvärs över hela organisationen. Webben är inte enbart en marknads- eller försäljningsfråga utan kan lika gärna vara en styrelsefråga – allt har att göra med webbstrategin och hur djupt den är förankrad i företaget. Är t.ex. en exit eller börsintroduktion på gång är säkert styrelsen mer intresserad av webbstrategin än normalt.

Teknik och system

Vem på eller utanför företaget bemästrar de tekniker du kan ha nytta av när det handlar om att förverkliga strategin? Behöver du själv kunna någon teknik? Är du behjälplig av detta eller tar det bara upp din tid? Se till att ha en färdig organisation (även om den skulle vara helt extern) för att förvalta och snabbt bygga om eller bygga ut ditt företags webbnärvaro.

Stil och kommunikation

Lär dig själv och dina kollegor att kommunicera på ett sätt som följer webbstrategin.  Vokabulär, tonläge och vinklingar spelar stor roll i all kommunikation – även på nätet. Det handlar om att fastställa en kulturell atmosfär i företaget. Tänk på att ha roligt när du kommunicerar så blir resultaten därefter.

Färdigheter och mål

Alla involverade i arbetet med att förvekliga webbstrategin bör ha en utbildning i just webbstrategi och de arbetsredskap som finns. De bör också involveras (och delvis bli ansvarstagande) i företagetss webbstrategiska mål. En försäljningschef som inte förstår vad webben har för påverkan på hans försäljningsarbete kan vara en risk. Involvera henne/honom i ditt arbete nu!  Förtydliga vikten av att leva digitalt.

Summering

Att skapa en webbstrategi, oavsett om du gör den själv, eller anlitar någon att göra den, är bara början. Ska du lyckas genomföra den, och göra det med framgång, krävs det att du är nyfiken, engagerad och vågar se strategin som en rolig utmaning. Trots att webbstrategin i sig ska hjälpa dig att urskilja ditt företag från dina konkurrenter gör den ju mest skillnad för dig och ingen annan. Det är inte förrän ditt företag tar på sig arbetskläderna och börjar att ”leva digitalt” som den får ett riktigt existensberättigande.



79 Responses to “Därför kommer INTE en webbstrategi att hjälpa ditt företag”

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