Your website doesnt need to be a passive online brochure, activate it! Make it an engaging communication platform that captures search and viral traffic, building readership through content marketing, social media and digital marketing.
Many websites are still currently used as a brochure online. As a business card does not produce leads without the networking and basic communication a website does not function without understanding your clients purchase cycle and interrupting it in a non obtrusive manor. It’s active marketing that really makes a well designed and user friendly website work, but there needs to be joined up thinking amongst your organization and the success of this traffic funneling needs to be monitored.
This is often near impossible with our current structures, resources and skill sets but the future is bright…
You most probably produce good content! and this can be repurposed in many ways. Beyond questions like, What should this email look like? What are the key messages? are questions like, How do I get my content in front of potential clients? Where do I want the reader to end up? how can my content become viral? What do I want people to be talking about when they read my content?
Like Pay Per Advertising allows you to only spend on the potential customer, essentially asking them if the are interested in your product before handing them a business card. We can identify where client conversations are taking place and effectively interject into the conversation with compelling content, allowing that conversation to carry our Marketing messages with the potential to become viral. If you are able identify just a few of your enthusiasts and reach out to them by email, a press release, blog post etc these few, potentially become our Brand Advocates and effectively, do our marketing for us, inputting on our behalf into other online conversations.
Heres an example,
10 years ago you might go to debate, speakers debate, the audience listens, there is a Q and A at the end. Add just one Social Media platform Twitter. Using a hashtag for example #CompanyDebate allows for a silent conversation to exist within the audience while the debate goes on. By searching this hashtag on Twitter, we see a stream of discussions and posts. This stream is a commentary for those who couldnt attend and allows for outsiders to input into the conversation, this might even allow for outsiders to pose questions in the Q and A without even being in the room. This concept can apply to events, webinars and much more, merging offline with online marketing.
But the chain must be complete – Identify clients, initiate conversations with them then put them in front of a product or service, provide a seamless call to action and generate a lead. There are many ways to do this, Search Marketing, Content Marketing, SM Marketing but the basic purchase funnel always remains the same.
Online marketing works by creating a sense of community. No longer pushing messages but participating in a conversation about the brand. Share, Like, Bookmark, Tweet allows push marketing to be less invasive as the brand is not doing the pushing but it is essential that we control our content and effectively link our online universe with the real world.