Designing My Website As an Effective Marketing Tool
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Your wesbsite is more than a series of pages and links that provide information. Content is key with a focus on quality not quantity using information exchanges like blogs, chats, forums, podcast and other multi-media advancements.
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Your website should be more than just a series of pages and links that provide information about your company or organization. When designing your website, think 'promotion' as opposed to propaganda. As you develop the primary components and elements of your website, imagine your desired results. How will you introduce your products, services and overall company image in a manner that helps to produce those desired results?
Content is the number one component of your website. It defines the purpose of your site and how you will present that purpose and convincingly relay your message. Your content should include keyword phrases that relate to the overall concept and offerings of your website. This helps to improve search engine optimization and target qualified visitors. Think like your customer might think and research keyword popularity tools to devise your list of keywords. Spread out these related words and phrases not only on your Home page, but on pages throughout your site. This will create additional entry pages for visitors to enter your site,
In addition to informational material and instructions, tactics such as blogs, articles, newsletters and chats are all standard forms of content. But if you want to raise the bar and go from simply informing visitors to involving them, then audio and video podcast can be more powerful marketing tools. Summarizing your company's offerings and value proposition using multi-media communication can be far more compelling than relying on your website viewers to read and comprehend on their own. Websites should also be designed to make it easy for the user. When utilizing web-based audio/video broadcast, the user merely selects the 'play' button and your media file does the rest.
As always, however, there are some pitfalls that you definitely want (and need) to avoid. Ensure to keep all information current and updated. Outdated content and expired promotions can be a major turn off. Not only is it unprofessional, it can sometimes give the perception that you are lazy and not really committed to the success of your company. Your site doesn't have to be beautiful, animated or amusing, but it does needs to be relevant to what you are promoting, interesting to the viewer, and, most importantly, meet the demands of the customer. Your contact information should be on every page! Few people find it a good use of their time when they have to inspect every tab on your site trying to locate a telephone number or email address.
Another common (and detrimental) mistake is failing to give your users a 'call to action'. Tag lines such as "buy now", "call us today", "email your request to", or "click here to get started", encourages the reader to move forward as opposed to moving on. Your website visitors are usually looking for specific things and you have approximately 10 seconds to get their attention. If you want to keep it, then they must see what they desire and understand how to put things into action. Use motivators to attract business. Discounts, coupons, free estimates and samples are just a few ways to prompt potential buyers to become actual customers. Remember that web surfers can be trigger happy so you must peak their interest quickly. Devise an 'elevator pitch' which is a brief overview of the products and services you offer, that can be presented in less than 1 minute. Your pitch should be clearly constructed and delivered in a format that is practical, thought provoking and maintains their attention (ie...an audio or video podcast). In short, it should emphasize what problem your business solves, who it helps and how interested parties can get the ball rolling.
Your website can be a fundamental means to establishing a company brand and build up product recognition. A logo is most commonly used to create an identifiable trademark for your company. It should be used consistently on brochures, business cards, stationery and mailings. But unlike printed materials, your website can become a dynamic two-way communications tool through short infomercials, announcements and tutorials using interactive media. Part of a sound marketing strategy is to establish a differentiator. Progressive, out of the box methods can increase your probability of actually getting your product or service into the hands of the potential customer. Bear in mind that 'less is more': Less words, tabs and unusable information and more meaningful, valuable materials that clearly convey your message. What makes you different, better, or more suitable to services your clients' needs? Be specific when describing the number one benefit to using your company and be creative in publicizing that benefit.
Marketing is your strategy for allocating resources (time and money) in order to achieve your targeted objectives. You should definitely be using your website as an on-going marketing tool. Your content will seldom if ever remain stagnant. With information exchanges such as blogs, journals, articles, forums, surveys, questionnaires, podcast and other multi-media advancements, your website can become one of the primary 'faces' and 'voices' of your company. There are free web-hosting sites that allow you to do-it-yourself when it comes to designing your website. But as with anything worthwhile, there is a price to be paid. It is not about spending a lot of money, but instead about spending money wisely so that it yields a profitable return on investment. Avoid too many colors, characters and cartoons and focus on clear, concise content, interactive communication and the competitive characteristics of your company. Designing your website can be as easy as A. B C:
A. Advertise (discounts, promotions, and podcast infomercials)
B. BE aware of how your potential users 'search' the internet and ensure your site has the appropriate keyword phrases.
C. Content is KEY with a focus on quality, not quantity.
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