5 Ways to Get Your Website Up to Speed
Online search is where the marketing action is to find your website, insists Hennerberg. "If your website isn't optimized, you might as well not exist. If you're not capturing e-mail addresses for e-mail marketing, you're leaving money on the table. If you're not adding content every week, your organic website rankings will slowly sink. If you're not thinking mobile technology, you're missing lots of young people. If you want to keep your customer or donor plugged-in to your company, you need to do so with blogs and social media. And by all means, get Google Analytics tracking what's happening on your website so you can see your results. It's amazingly sophisticated and useful in its reporting, and it's free," he says.
Hennerberg also offers a cautionary note. "I think there should be a huge concern to anyone using direct mail who is pushing response to a website. When a consumer reads direct mail, and you point her to your website, she might research other offers for identical products using keywords and key phrases that organically bring up competitive offers," he warns. In other words, optimize your website to cut down on such a possibility.
Lastly, Bloom doesn't want you to think of your website as a static tool in your marketing arsenal. "This is an ongoing, evolutionary vehicle. The beauty of it is that there are very short lead times to make improvements. It's not like a direct mail piece when the changes might be three months out after creative."