Making Your Website Work With the Rest of Your Digital Marketing and Traditional Marketing
A theme has come up in our recent conversations with clients and prospects interested in getting more marketing performance out of their existing websites regardless of whether their primary focus is digital marketing or traditional marketing. Though the sites these marketers have built vary in quality, nearly all have been quite serviceable as marketing tools.
This news makes those marketers happy, of course. But that doesn’t mean there isn’t work left to do to maximize their marketing performance. Because their sites have all bee lacking in one or more of the following critical areas.
Whether you’re driving traffic to your site intentionally or not, your prospects are going to wind up on your website at some point no matter what. It’s simply part of B2B (and B2C, for that matter) due diligence before making even minor buying decisions.
The trick is less about getting them there (that’s another set of issues entirely) and more about engaging them once they’ve arrived. That requires compelling content — information that provides value to the prospect while at the same time makes it clear that you have expertise relevant to the issue they need to solve.
That content is just the first step. Since we’re talking about how your website can work with your other marketing efforts, it’s important that there be continuity between whatever you are using to invite them to visit your website and the content they find once they arrive.
For example, if you send a targeted direct mail piece to potential clients in a particular field, the website page you direct them to must feature content related to the information in the mailer. Anything else, even if it’s the generalities of your home page, is likely to feel like a bait and switch to the prospect.
Arguments about about how tight the focus needs to be — one topic and one topic only, but there is 100% agreement that every landing page must include a strong call to action.
Calls to Action
Your calls to action will vary depending on the nature of your audience, the product/service you’re marketing, and your sales cycle, but all will seek to move the prospect closer to making a decision. You can’t force that decision; you merely provide more information and evidence that your solution is the right solution. (And that taking no action is an option that is not without costs of its own.)
It can take some testing to get the right mix of content and the right kinds of calls to action, but aiming for continual incremental improvement — and paying attention to continuity across your marketing efforts — will help ensure that your website supports every other marketing activity you undertake.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")