SWOT Analysis

A SWOT analysis is the first step in transforming the vision you have for growing your business into a tangible, executable plan for the web.

The first step in a SWOT analysis is defining your objective. Where do you want to take your company?

Once your business objectives are clearly defined, a SWOT analysis’s goal is to provide a big-picture view of your company’s:

• Strengths: which attributes of your company will assist you in reaching the objectives?
• Weaknesses: which attributes of your company are detrimental to reaching your business objectives?
• Opportunities: which external factors work in your company’s favor for reaching those objectives?
• Threats: which external factors could impede your company from reaching its’ objectives?

The result of this research will be used as an input for formulating your company’s web strategy.

Internet Marketing Strategy

Having a Internet marketing strategy gives you a measurable and definitive way to target your market and position your business so that those looking for what you have to offer are finding you easily.

Traffic can be increased by search engine optimization, using pay per clicks (PPC), or marketing your site in advertising campaigns. After completing the marketing step which brings the traffic you must then turn your attention to selling to your visitor once they get there.

Some of the questions answered while we discuss your online marketing strategy are:

• How are you approaching those prospective clients and customers that are visiting your site?
• Have you defined what action it is that you want your site visitors to take when they visit your site? Buy a product? Request more information? Subscribe to your newsletter or request a free report?
• Are you persuading site visitors to take the action that you want them to take?

There are proven methods and tactics that you can use online to increase your conversion rate and get that prospect to become a customer or client.

Sanz Consulting can help you define and execute on an internet marketing strategy that will help ensure that the investment you’ve made on your website and internet marketing efforts will pay off.

E-Commerce Strategy

So you’ve decided to open up shop on the web or you have a brilliant money-making idea for selling widgets on the web. What questions should you be asking yourself prior to spending time, energy, and most important, your capital on your online business venture?

Sanz Consulting E-Commerce strategy services can help you:

• Determine if you have a market for your product(s) online.
• Develop a clicks-and-mortar strategy for selling online that combines offline resources, such as store brands, channels with an online e-commerce presence.
• Integrate the shopping experience. Repeat purchasers more familiar with the web are more likely to buy online. They will be able to do this more easily if their personal details and purchase history can be stored for subsequent purchases.
• Develop a plan for helping you will deal with content, pricing, stock management, fulfillment, support, payment, returns, support and security.
• Develop a user-friendly purchase process. The abandonment rate for online shoppers is very high. One of the primary reasons for this behavior is a badly designed purchase funnel. Your purchase process must be reliable and very easy to use.
• Localization. If you plan to sell to an international market, you will have to localize the web site.
• Customer relationship management and personalization. Web technologies offers the online business many opportunities to customize and target the individual customer’s shopping experience.
• Buying the right software. There is no need to re-invent the wheel. There are now many robust “off-the-shelf” shopping cart systems that can be tailored and customized to your business’s specific needs. Choosing the right one for your business is a critical factor for success.
• Build the right team (of one or many). An e-commerce web site needs day-to-day maintenance. Technical problems must be fixed, new content must be published and old content removed, and the web site must be constantly marketed.
• Marketing. You will need an aggressive marketing campaign to make your target market aware of what you have to offer. The ideal situation is a seamless integration with marketing strategy of your brick-and-mortar business with your online business.

Branding Strategy

Your brand is the embodiment of all information, ideas, images, and associations that people have of your company, product or service. An effective brand strategy gives you a major edge in competitive markets and differentiates your services or products from the sea of competitors in your industry.

A brand is shaped throughout the lifetime of your company and the proper development of your brand image requires careful planning and delivery. All elements of your branding strategy—from logos and advertisements to newsletters and storefronts—should portray a consistent message and reinforce the perception you’d like your customers to have of your business.

Defining your brand is an excercise in self-reflection. How would you like your business to be perceived? It is also a journey of business self-discovery. Some of the questions that need to be answered are:

• What is your company’s mission?
• What benefits and features of your products or services are different–or better– than what’s currently in the market?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?
• What are the key messages you want to communicate about your brand?

Whether your business is nascent idea or an established firm, Sanz Consulting will work with you to develop and cultivate a well-defined brand strategy. This process involves evaluating your market and competition, determining your target audience, setting objectives and formulating a creative strategy that will help you achieve your goals.