A strong website marketing plan will drive your business as a small business owner. Most of us do not have the experience or training to build and maintain a professional website, so we must spend our time and resources.
The website is typically the one tool that the majority of businesses underutilize. It is planned. It has been built. It has come to life! So what next?
Let’s look at how a professionally built, well-organized, and informative website will serve as the hub of your marketing strategy.
Your Website Is Your Customer’ First Point Of Contact With Your Business.
The majority of today’s customers are tech-savvy, and their first point of contact is typically via your website. While word of mouth, social media, or a search engine could be how they first learn about your company, most customers will explore a website before visiting a business in person.
If your website is unfriendly to consumers or difficult to locate, you are losing valuable customers to your competitors. When a new customer visits your website, make sure they have a positive first impression. Ascertain that they understand the ‘Next Step.’ Is it engaging and inviting? Can they locate the details they require? Is it compatible with mobile devices? These are important questions to consider since your website is your customer’s first point of contact with your business.
Website Marketing Does Not Have To Be Expensive.
Most business owners are not computer specialists or programmers, though I will admit that there are some very cool free websites out there, which I’ll mention here: SquareSpace and WordPress. I provide template-based websites on the WordPress platform with a very good, tidy, and professional layout. However, these low-cost websites are ideal for a new business or an entrepreneur just starting out.
I advise my clients not to spend too much money on a highly detailed, custom-designed website (Do you want me to suggest a low-cost website? Yes, I do. My opinion is that you should invest your money in getting people to visit your website. Don’t get me wrong: it still needs the welcoming, simple, and intuitive interface I mentioned earlier.
But I digress unless your budget makes it. I suggest starting with a low-cost website and then coming back later when you need unique features and outcomes, as well as better branding.
Give Your Website The Chance It Deserve With A Professional Web Designer.
So it’s time to get the next-level website up and running. To complete this portion of your investment, you will need the services of a web designer. There are a few things to keep in mind when working with a web designer. Your web designer should be a skilled professional with whom you can interact clearly and concisely.
They must be able to translate your website marketing vision into a user-friendly, eye-catching, and brand-focused website. Throughout the method, it is important that the designer recognizes the subtle differences between a properly functioning website and a properly looking website.
The end result of your partnership with your designer may vary from your original vision, but as long as the process is done collaboratively and results in the best website for your company, the time and money investment will pay off. When interviewing web developers, keep a close eye on your interactions with them.
Is it easy to communicate with them? Do they make any interruptions? Are they open to your suggestions? Take these clues and make a decision based on your relationship, as well as your budget and design skills. You will be dealing with this individual for quite some time. Aside from you, the web designer is the only most influential person in assisting you in creating your personal brand and online presence.
Your Website Is A Representation Of Your Brand.
In today’s technology-driven world, your website, as the hub of your strategy, will have branches that reach out to your email, social, print, and paid clicks. Your brand and message must be expressed in each strategy session.
The majority of small business owners make one crucial error in their marketing strategies: they do not prioritize brand growth. Giving this priority would help you improve your website marketing and bring you ahead of many of your competitors. I won’t go into detail on how to design your brand; just keep in mind that when you develop your plan, your brand should be developed across all facets and marketing weapons. Ask yourself, “Will this best represent our brand?” If the answer is no, or if you are unsure, reconsider adding it or making the move. Any main decisions taken in conjunction with your web designer can have a significant effect on your website.
I will explain in more depth below:
- Your website will often include links to your social media accounts, and your social media posts will drive traffic to your website.
- Your website can send emails to your email marketing program via a subscription form.
- Your magazine print ads can have a planned message, and when people visit your website, it should fit the print ad with the same message. Perhaps you should be more precise and provide the same picture, text, etc.
- What happens when you hand out your business cards, flyers, or brochures at a tradeshow? Usually, they will visit your website to learn more or take the next move.
Drive Your Marketing Strategy With Data
Your website is a great source of knowledge and data that can aid in the development of your marketing campaign. You are capable of tracking;
- How many visitors did your website get per day?
- How long did they stay on your website?
- Where are your target audience located, the United States? or Canada?
- How long did they stay on your website and read your content?
- How they arrived at your website. Did they enter your website’s URL? Did they come from a different website?
- What are their ages? Is one of them a man or a woman?
- Were they regional or national in scope?
- Are they voracious readers and newshounds?
- What search engine was most commonly used to find your website?
- What device was most commonly used to access your website, i.e., smartphone, laptop, Windows 7, Mac, and so on?
- What they did after arriving at your website and much more…
The ability to gather these statistics, analyze them, and change your marketing plan accordingly will propel the company to new heights of success. However, if you distribute a flyer with a web address and a special coupon that they can print, this can be monitored.
However, the website can only be effective if it is frequently analyzed.
Website Performance And Strategy
Investment in your company’s success is a delicate balance, particularly for small businesses. A user-friendly, professionally built, well-thought-out website is the single most useful tool used to drive your marketing campaign and expand your company in today’s world. Hiring and collaborating closely with a highly qualified Web Designer who understands the finer nuances of a well-functioning website can result in a customized website that meets both your customers’ needs and your marketing campaign vision.
If your website is up and running, reviewing the wealth of statistics gathered on a regular, weekly, and monthly basis is critical to keeping your website and marketing campaign on track. Any business’s success is determined by its marketing strategy, and the success of your marketing strategy is primarily determined by a professionally built website. Investing time and resources in this one method would pay off in the form of increased brand performance.
One of the biggest features to highlight on your website is how your customers can sign up to be on your business’ email list. The statistics supporting email marketing are staggering!
- Last year, 44 percent of email recipients made at least one purchase as a result of a promotional email.
- The average return on email marketing investment is $44.25 for every $1 invested.
- Companies’ emails are opened by 82 percent of customers.
- Emails with social networking buttons have a click-through rate that is 158 percent higher.
As this data shows, an email marketing list is critical to the growth of your brand. Depending on your specific company, the research also suggests that developing a strong social identity will significantly influence your marketing strategy.
Your website, like a blog, will have a “voice” or “tone” as part of your brand. Would it be a formal, eloquent tone or a more informal, conversational tone? This is reflected in the architecture. Focus on what features the website would have to help advance your marketing plan and overall brand while creating a template and sound.