Is your Site A rich Feast Or A Dogs Breakfast, part 2

Article:Nice sizzle, shame about the sausage.

Legendary St Kilda and Hawthorn coach Allan "Yabby" Jeans summed it up in his famous post game quote. All the PR, advertising spend and marketing resources will only get you so far. The web junk yard is full of sows ear clutch purses and polished turds.
Marketing in general suffers from a bolt on philosophy in many organizations. A means of promoting a fait accompli. An afterthought to be brought in at the conclusion of the product cycle to stir up some hype and bundle it into a neat Powerpoint presentation. In this environment then web marketing is often the red headed step child of the marketing department. A bullet point reference quickly glossed over and farmed off to the work experience kid who knows a bit of Photoshop.

This is a mistake. A good snag can make a BBQ where as a bad one reminds everyone that it is really just ground meat in a pigs intestine. Success requires a good recipe and involvement of someone who has marketing interests at heart in the preparation stage.
In the last issue I discussed the ingredients and encouraged marketers to be honest in their initial review and goal setting.Basically, (to continue the use of gratuitous sporting clichés), to enter the metaphorical hall of mirrors and have a good hardlook at themselves, their website and the organization.

Hopefully this has now taken place and now suitably armed with this information we can start to cook. Please note that this article is very much a serving suggestion, much like the bananas on the front of the Corn Flakes box, rather than a set of hard and fast rules. Like all good recipes the best results can often be delivered through adding your own little touches.

The Recipe. click here for the rest of the story