The Web is Watching!!!

To Aim Ads, Web Is Keeping Closer Eye on You, NY Times, March 10

http://www.nytimes.com/2008/03/10/technology/10privacy.html?hp

Does this really surprise anyone? Any person with more than 6 months of internet experience knows that data is being collected. They just don’t know how.

What surprises me is that many business-to-business companies still don’t have a reasonable web strategy. In the Information Age, data is gold. Instead of simply putting up a flat website that “pushes” information, companies need to spend time thinking how to get visitors to provide information.

Take the lessons of b-to-c companies and apply them to your business. Sure, many of them aren’t applicable. But you can bet that there are some great ideas and business practices that can create new business opportunities for you.

Follow the steps below and you can be sure that the web will be more than just a brochure.

1. Create interesting content. Don’t just list product information. Provide value-added information that interests prospects and customers.
2. Don’t be afraid to have fun. Even the most savvy b-to-b buyers want an interesting experience. Crazy flash games don’t have to by synonymous for fun. Rich content that speaks to your prospects everyday experience can be fun.
3. Optimize. Search engine optimization programs don’t have to cost $5-$10,000 / month (unless you are generating huge volumes of revenue online). Call several companies to learn about their methodologies. Without disclosing any proprietary information, the knowledge gained through discussions with help you make better decisions.
4. Interactivity Rules. Social networking sites aren’t just for Facebook and MySpace. Think creatively about setting up a destination that customers/prospects can visit frequently. Yupo Corporation, a large manufacturer of synthetic paper, has created an interesting program called the Wally Awards. Check out the site – www.wallyawards.com

Most importantly, recognize the evolving power of the web and become involved. It must be a strategic initiative within organizations, not simply a task handed to someone that knows what SEO means.