A lot of businesses take strategic planning pretty seriously. They’ll schedule annual planning meetings in which they lay out their goals, objectives and budgets for the year. They’ll hold quarterly review meetings in which they review their progress and make necessary adjustments.
When it comes to their marketing efforts, however—and specifically their websites—many small- and mid-sized companies adopt a Field of Dreams approach: “If you build it, they will come.” They don’t think strategically about what is arguably their most important marketing tool of all. They just blindly “wing it” and hope that customers will find them on the Web. And then they wonder why their online efforts fall flat.