During a recent webinar, I responded to an email in reference to a company website and what it is supposed to do for the business.
As we exchanged a few emails, I remembered back to 2008, when I met my first open source content management system (CMS) for a website - Joomla. It was love at first site; I mean sight.
My expectations raced wildly through my brain as I sorted out all the features and the benefits a CMS can bring to my world of marketing.
Keep the lines moving
I guess some companies are happy with the so-called brochure style, but in reality, most put up a web site with a hope for more visitors. But when a quick change is requested, it’s usually put on the back-burner. Why? The IT guy always has more important things to do. Ever heard, "I'll get around to it?"
But now, with a CMS, there is no reason to wait for IT. You can update your website every day if you want to. The web visitors are treated to fresh information and can read a different offer daily if you so desire.
Want to add a new report when it’s ready? Go to it! You can begin to segment your website based on the needs of our customers. Ahhh, marketers, our prayers have been answered!
Build a vital website strategy
A CMS has helped to eliminate the back-burner problem as well as relevancy in website copy. Many companies are finding that lead generation with relevancy work well together.
To get the arrow to point upward for reaching a goal of more website $ales, requires a new website strategy. More often than not, the answer is in your business marketing strategy. If your business is selling a B2B product or service, then the website should support that objective, and a specific selling strategy for that as well.
I know I said the dreaded “S” word, strategy that can make a person cringe, but this time the answer is easy. Here are five simple steps for a successful website strategy.
First, most, if not all small businesses are selling a service or a product to earn an income. Inherent with selling, there is a lead time to complete a sale and for some, that may feel like an eternity. A usual goal is to reduce that lead time and a website can be a big aide to make that happen with regular updates.
Second, a business website has a goal to attract more customers, so the web site must give the web visitor a reason to engage. To engage potential customers, requires a business to learn more about their customer’s needs and habits. At some point, without having the right information, many assumptions are made in the construction of website design and copy. If your website was originally built that way, this is another valid reason to start using a CMS.
Third, as businesses learn more about their customers, two things occur. First, they must tweak the copy on the website and learn what the tactical communication channel a potential customer uses for communication. These channels can be email, direct mail, networking events, or social media, just naming a few. Obviously, there are a lot of choices.
Fourth, I believe a good business website is likened to a broadcast channel that is placed in the center of all the company’s tactical communication channels. For example, a direct mail offer tells the reader to visit a website landing page. Once there, the readers interest is piqued and might just agree to the offer or make a purchase. In another scenario, an email sends a potential customer to a link on the website to sign up for more information or subscribe to a newsletter or podcast. Website visitors can do this on their own time, 24/7.
Fifth, here’s the final assembly. A sales person has all his selling tools at her fingertips to try and make a sale. The website must have the latest information based on what prospects and the occasional customer need for a purchase to take place. The website copy must be in tune with what the other supported communication tactics are promoting. Think of it as a way to "set the table for sales!"
Content management software helps make website changes a lot easier to make and more frequently.
As you can imagine, a good marketing strategy places an emphasis on using a website as a central hub for the company’s communications. With today’s technology on the side of a small business, it's easy to make this possible and to increase revenue.
Over the years of working with small business, I always try to take the confusion out of the strategy equation and get a company on the right path toward building a good, sound, business marketing strategy. The outcome is a strategy that works, creates a focus, and is the long term answer to the age old question “What has our web site done for us lately?”
Thanks for reading and please share with others.
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