Is your website the hub of your marketing or just bolted on?

 Iintegrating your website with all of the other marketing you do is essential for businesses today. Your website should be working for you as a 24 hour attendant providing customers and potential customers with a channel to your business and what it offers.

 The key to making your website centre of the hub is to ensure that you are driving traffic to it by planned online campaigns as well as traditional offline campaigns.

 Setting up a website is NOT about simply bolting on an e brochure but should be much more. Websites can be designed to deliver a wide array of applications and methods for customers and other people to contact your business. It needs to be providing your visitors with some value which then prompts them to contact your company; this process should be made easy as easy as possible.

Putting your website at the centre of the hub

Below is an nine step plan to put your website at the centre of your marketing communications hub.

  1. Understand what you want to achieve from communicating with customers, suppliers, partners, prospects and other stakeholders and draw this into a plan

  2. List all of the different methods that will be used to communicate with all of the above people

  3. Build something that meets the needs of the communications plan

  4. Keep it current and deliver a plan for site optimization (SEO) and couple this with other online based traffic generation campaigns such as email marketing or Google pay per click (PPC) ads

  5. Make sure you add your web address to every piece of literature that leaves the company (i.e. add website to invoices, letterheads, business cards, newspaper ads, posters, flyers, brochures, and don’t forget company vehicles or promotional items)

  6. Align any traditional marketing campaign to drive traffic to your 24 hour attendant as well as offering a human alternative during working hours

  7. Use social media and blogging channels to engage and drive traffic to your site

  8. Measure the response to online and offline campaigns using all of the statistics available

  9. Use the data to continually evolve your website and strategies for driving traffic to the hub!

Design and technology is advancing at a fast pace and a good web designer will help keep you informed of the best ways of optimising your website in terms of its ease of use, application and search engine ranking.

Plan to drive more traffic to your site

Driving more traffic to the website is not just about the things that can be done with online technology; things that include Google pay per click (PPC) ads, Search engine optimization (SEO),email marketing, social media marketing. Etc. Offline or traditional marketing campaigns can be used to drive traffic towards the website. You will notice more and more companies adopting this strategy in their newspaper, billboard, radio and TV campaigns. It is not enough to leave communicating the website to the marketing team; ensure you add the website address to every piece of communications leaving your company including invoices. Anything that your prospective customer may see should be branded with the website.

People who end up at your site want to be there!

The website is a very powerful tool; having driven traffic to your site the people will be there because they want to be there. Whether the traffic came from a Google search or the sight of a TV ad your visitor wants to find out about your company and how its products / services can help them.

Now you have attracted the visitor there is a great opportunity not just to tell them how you can help (which is building your brand), but there is the potential to capture their contact details as a qualified lead for new business. It is also possible to use the website for research, whether this is through a traditional form filling or a customer blog.

Use the data you collect

The latest websites offer a wide opportunity to really engage with customers and provide the marketing teams with data and information that has not previously been available. This data will provide opportunities to improve product and service offering and also help to more accurately provide measure on how given campaigns have performed providing a stronger guide to the potential return on money invested (ROI).

To learn more about putting your website as the hub of your communications and how to grow business from online techniques, you can download this free ebook

 

Blog Author

Hi I'm Mark Carver.  I started ActivSTEP in January 2004, after having worked in numerous marketing roles in the communication arena. ActivSTEP was established to help small to medium businesses enhance their marketing through outsourcing key aspects of their campaigns.

Having delivered a wide range of projects to clients in the B2B and B2C areas over the past 13 years, I am now focussing my efforts on setting up a site to provide an end to end help for business people looking to set up a successful online business.  As well as this project I am also helping people to make better use of the data they have in their business.  If you would like to talk to me on either of these areas please contact me via email or social media, I'm always happy to talk and would love to help you get the most from your data.