Trying to navigate the Web 2.0 movement?

Web 2.0 and is having a bigger effect on 21st-century businesses than many could have imagined. Some have found the principles life-altering; others still think it’s a lot of hype. Whichever team you are on, you can't ignore the fact that business is changing online. Traditional marketing is having less of an effect even for b-to-b marketers and many have turned to web 2.0 technologies to increase marketing effectiveness.

It helps to have an idea of how Web 2.0 principles actually impact online businesses right now so you know how to address and communicate with your customers and how to direct your approach to incorporating these new online principles.

For this reason, I've found 5 targeted categories that managers should consider now to keep in step with Web 2.0 changes.

1. Strategy
Review your online strategy
Many companies dismiss a top-down review as difficult, costly and time-consuming. It can be just as costly as having a web site with a diminishing revenue track as it is to review your online strategy. I'm not saying go back to the drawing board and start over. What I do recommend is take to look at your web site and see whether the strategy matches what you are trying to achieve now.

2. Target Markets
Narrow and multiply your target markets even more
Narrowing target markets and customizing sales packages are the only way to ensure continued growth. Users of Web 2.0 will expect more personalized sales packages and targeted content. Spend time developing personas that really reflect the customers you are selling to. Narrowly defined demographics and psychographics are a must.

3. Content Substance
Examine your online content like a direct marketer
Start thinking like a direct marketing copywriter. Web sites are full of boring, distant content that no one wants to read; generally, dull web text is surrounded by good-looking graphics that are there to "add interest," but no value. The text amount increases, and the revenues continue to decrease.

Get a professional copywriter to re-do your content so that it has significance and impact. This is typically an area where managers fail to spend any money. In-house staffers with no copywriting experience generally get the assignment, and it can show.

4. Customer Relationships
Cultivate your customer relationship with a detailed sales process
This means crafting a sales process that is unique to your company and can't be copied by competitors but still is easily understood by all.

Businesses need to sit down with the marketing and sales teams and create a process that steadily brings the customer into the fold and develops a relationship with your company that your competitors won't have. Normally, your competitors will dismiss this process as not worth the effort, so you will be rewarded.

An online lead followed up with a phone call just isn't enough anymore. Start with a monthly newsletter or case study to gather an opt-in email address. Invite the customer to a webinar. Ask for opinions, etc. Build a dialog using a relationship process with your prospects/customers by engaging them with service and advice-oriented blogs, podcasts, webinars and video.

5. Product/Services
Consider how to make your products or services more social points of interest
Social networking is NOW and you should not or will not be able to ignore it. From the small town dot.com entrepreneur to the big boys at corporations like Microsoft, businesses are looking to create their own online community and following through social networking sites.

Begin thinking about how you can offer your support to your customers online. Offering advice or useful tips regarding your products or services is usually a great place to start. Let your customers know that your company cares about what their needs are. Creating a forum where you can openly respond to customers and at the same time encourage customer interaction with each other can perpetuate a loyal consumer base and indirectly present new business services and/or product ideas.