Selecting the proper platform for any new web initiative is critical to its success. Careful thought and analysis prior to launch will ensure that you are optimizing any campaign for the best possible results.

1. Making it happen Steve Jurken steve@whatsacookie.com

2. Stick to your goals Choosing the right web platforms

3. A Killer Website Pros Infinite possibilities Complete control Generate sales and leads Build customer database Complete listing of products and services Easy to track Cons Takes time to build momentum Needs to be found first!

4. A Killer WebsiteWatch out for… Broken Links Outdated content or information Confusing Layouts Inconsistent designs Malfunctioning apps

5. A Killer WebsiteWhen to use… Everyone needs a website!

6. Social Media Platforms Pros Mostly free Viral possibilities Supports and grows website Immediate contact with loyal customers Adds relevance for search Automated content distribution Cons TIME Limited flexibility Difficult to measure success Slow ramp up period High expectations

7. Social Media PlatformsWatch out for… Infrequent updates (or none at all) Requires genuine interaction Repetitive information Inappropriate content

8. Social Media PlatformsWhen to use… Spread the word – once your website is ready Unique offers and specials Willing to use ads Have a specific goal in mind: traffic, leads, referrals, reviews, etc. Looking to grow market share

9. Custom Web Applications Pros Complete customization Sky’s the limit Automate repetitive processes Gather more leads Drives Search rankings Cons Expense Support and updates

10. Custom Web ApplicationsWatch out for… Costly changes and adjustments Missed opportunities Too narrow of focus Unnecessary features Labor intensive upkeep

11. Custom Web ApplicationsWhen to use… Create a competitive advantage Customers have expressed interest Simplify complex processes Engage a new demographic and grow your target audience Improve lead / sales generation

12. Email Marketing Campaigns Pros Incredibly high ROI Immediate impact Keep customers loyal Promote specials and sales Add to credibility Easy to measure success Cons Spam and Blacklisting Takes time to create content Infrequent communication

13. Email Marketing CampaignsWatch out for… Don’t trick customers into signing up Campaign Abandonment Steady supply of fresh (and interesting) content Easy to overdo Database accuracy

14. Email Marketing CampaignsWhen to use… Build a long term relationship with clients Add value and educate Provide exclusive offers Ask for feedback Build a positive reputation

15. Search Engine Marketing Pros Increase traffic dramatically Get found by customers you otherwise would have missed Very quick impact of successful efforts Comparatively inexpensive Pay only for success Cons High competition Can take time to establish positive momentum Constant tweaking and adjustments required

16. Search Engine MarketingWatch out for… Misleading keywords that don’t bring real opportunity Not having enough supporting content Pricey keywords Paid clicks with low lead conversion

17. Search Engine MarketingWhen to use… Ready to bring new customers to your site New product or service launches Landing pages for specific goals Generate leads Gain market share

19. Ratings and Reviews

20. Directory Services

21. Event Streaming

22. Maps and Local Search

23. Mobile Marketing

24. iPhone Apps

25. Display Ads

26. Minisites / Minigames

27. Surveys / Polls

28. Blogs

29. Coupon sites

30. Educational webinars

31. Lead aggregators