For most, a website is often the first thing that comes to mind when they think of internet marketing. All too often, companies create websites without first considering how they will generate traffic and keep it there. Instead of focusing on the user and what they will get out of the experience, they focus on themselves and the message they wish to get out. They hold on tightly to their branding and fail to realize their website can be something more than just an online version of the business cards and brochures.
As we began to explore the online presence of our client, the MSE program, we soon realized they too had made many of these typical mistakes. For starters, they often refer to the program as the “MSE program,” short for Master’s Entrepreneurship. While they may know what this means, most students, including our group when we first saw it, mistake them for the Material Science and Engineering program. As a result, their intended audience may be ignoring their site, simply because they assume it offers nothing of interest to them. Even worse, once prospective students arrive there is nothing to keep them there. The site simply explains the program, offers application materials, and does nothing to excite or engage visitors.
In light of these problems, we have proposed the creation of an informal site. The new site, InnovateUF.com, will contain posts from faculty, former students, and successful business owners. Visitors will be able to interact and learn from the advice and experiences of others. Since they site will always be fresh and changing, students will be more likely to bookmark it and often return. Further, our articles may draw in people who didn’t even realize they were looking for our program. Once they come to our site, they may realize the value of our program and, even if they don’t enroll themselves, they may tell a friend.
In addition to the articles, the site will also allow visitors a forum to design their ultimate entrepreneurship program. By listening to the ideas of our visitors, we will be able to better target the program for their needs. In many cases, customer suggestions may reveal common problem hindering the program. For example, when Star Bucks launched the site MyStarBucksIdea.com, many of the suggestions involved ways to improve the speed of service. While no one came out and said the service was slow, the suggestions made it clear speed was an issue. By letting visitors share their ideas, we can not only identify weaknesses, but provide them with a sense of ownership.
By re-branding the MSE program, opening it up visitor input, and continually providing articles of interest, we will help visitors to discover a great, but largely unknown, program. Now it’s your turn. How can you apply these same concepts to your business?
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