How Your Website Fits Into Your Marketing Strategy
Your Website Is A Marketing Platform
When your business owns a website you have a powerful marketing tool at your fingertips. A website is the most dynamic marketing asset a business can own. That’s because a website is more than just another piece of content on the internet, it’s a platform onto itself.
In what other digital space can you create a fully branded environment in which you can share information and interact with your customers in a way designed especially for them? None. Social media is a great gathering point for brands and consumers, but it’s an environment ruled by ever-changing algorithms and over-filled with competing content from rival brands. It’s important to be there, sure, but it’s not the well-spring of potential that your website is.
As a platform for information sharing and interaction, your website belongs at the center of your marketing strategy. Here’s how your website fits into your marketing strategy:
Send Everyone To the Ultimate Guide On Your Brand
Your website is already the focal point of your brand’s digital existence. Your Google My Business listing, your Instagram account, Yelp page, and everywhere else you have a profile points back to your website. Those platforms understand that your website is where you can deliver the bulk of your content, so they do you a favor by linking back to it. With people finding their way to your website from search engines, social media, and listings websites (Yelp), all roads lead back to your website. You can capitalize on that opportunity by creating a dynamic website with fresh content and opportunities to connect.
Publish Longform Content
Once a user lands on your website, capture their attention. This is your place to tell the story of your brand and share the culture that makes it what it is. You can use text, photography, video, illustration, animations - almost anything you can imagine to excite and inspire your audience. Unlike on social media, brevity is not a requirement on your site. While it’s true that most users merely skim the content you publish, there’s an opportunity to put together well-formatted long-form content that has the opportunity to answer your audience’s questions and satisfy search engines needs to understand your website.
Interact With Your Customers
Websites don’t have to be passive experiences by any means. Your website can be a place to start a conversation with your customers. We use a product called Intercom to provide a live-chat feature on our website and publish a knowledge base. Modern websites are conversational and we wanted to be literal about that attribute. Now users can browse our website and quickly access someone from our team from the comfort of wherever they are in the moment. How’s that for customer service?
Capture Information From Leads
It’s so important to have customer data available to you and with a website, capturing it is simple. If you want to build a lead generation form you can place one almost anywhere. Then you can link to it from a Google or social ad, or even share the URL in whatever (if any) print marketing you might send out into the world. Or, if you’re looking to capture emails to send future content to, it’s easy to build a subscription form and build a mailing list. You can even manage those emails directly from Squarespace.
Create and Share Content As You Need
You can continue to build content on your website as you need to. That means whenever you launch a new product or service you can build a new page about each one. You can build pages for events, news items, or just information pages about topics relevant to your business. This can also be managed by creating a blog. More content on your website means more content for search engines to crawl and more opportunities to convert potential customers.
Let Your Website Be Dynamic
We do not believe in websites that are merely static collections of content. If we did, we probably wouldn’t be in this business. Your website is a dynamic marketing platform that can be updated regularly and constantly expanded, updated, and optimized to serve your needs. Often, the secret to making a website work for your brand is bringing on a team of experts who can manage it for you, in tandem with your marketing strategy. It’s a powerful investment that can move your brand forward.