You can find plenty of tactics on the Internet on how to attract people to your website. But, tactics are only as good as the strategy behind them. Tactics are actions you take to handle specific issues. Strategy is the guiding force that helps you know what tactics you need to use. Without a good strategy, your website and online presence will never meet your goals. A website redesign offers the perfect opportunity to create a strong, effective strategy. If you are going to focus on either strategy or tactics, you need to invest your efforts on first instead of second.
Here are four ways you can invest in your digital strategy during your website redesign:
This is something many companies fail to do. They will go to great lengths to design a website with all the bells and whistles. They will create elaborate graphics and web presentations. But, when it comes to the basic strategy of identifying the ideal customer, it doesn't seem to happen.
Identifying your ideal customer allows you to focus your efforts on meeting their needs and creating a destination they will want to visit and return to multiple times.
After identifying your ideal customer, you need to get to know what they need. In today's inbound marketing world, customers are coming to your website based on what they want to find. You need to know what they are trying to find.
When you do that, you can attract them to your website and present your products as a solution to their needs. That is the core of a modern digital strategy.
Every company needs to differentiate itself from its competition. Whether you are facing local competitors or Internet competition, your company needs to know its identity first.
You may offer the same products or services as your competition, but you can differentiate your company with things like excellent customer service, unique offerings, and custom combinations. Knowing what makes your company different allows you to build a strategy with that knowledge built-in.
If you do not have traffic analytic tools running on your site, you are missing out on the kind of information that is priceless for marketing strategy. If you have these tools, take time to look at past traffic analytics.
This information is priceless for building a smart strategy.
- You will learn if people are coming to your website from search engines, direct links, or their bookmarks.
- You will learn whether users are coming from desktop/laptops, smart phones, or tablets.
- You will see which of your web pages are most popular and which are not.
- You will find out where your customers live, down to the city level.
Investing in your digital strategy will lay the ground work for a successful digital marketing campaign. Tactics will give you the edge in particular situations. Your website redesign and new digital strategy will help you become the top company in your particular market.
Email marketing has been a part of online marketing efforts for years now. But, Internet users have become extremely leery of it. They do not want to get a email box full of spam from a company that they visited once. Website visitors have become more and more hesitant of providing their email addresses to any website.
If you are lucky enough to get the email address of a customer or a lead, you need to use it carefully. Sending too many emails or low quality ones will backfire and get people to drop you from their email. If you are doing a website redesign, you should update your email marketing efforts to coincide.
Here are a few tips on how to get better results with email marketing:
These tips show you how you can make your email marketing campaigns be more effective. With a few changes to your email marketing, you should see more leads coming in and more leads converting to sales. That can interlock beautifully with your website redesign efforts. Give your marketing a new face and a new strategy.
How are your online marketing results doing? Anyone who runs a business online needs to have an eye on how well their marketing efforts are going. If you have not done so recently, you need to take a look. You may be surprised that your current efforts are not giving you the results you want. If you are thinking about doing a website redesign, improving your online marketing results should be a primary goal for the effort.
Here are five ways to improve your online marketing results:
1. Better Calls to Action
A call-to-action is any action you want the visitor to take while on your site. Simply putting a button on the page is not enough. If you want your visitors to do something specific, such as share their name and email address, you have to give them a reason to do so. Using better calls to action will improve your lead numbers and give you leads from highly qualified visitors.
2. Amazing Landing Pages
Landing pages give your visitors a special place to come to rest on your site. They have likely done a search on Google or a similar search engine and came across your site as one of interest. Ideally, your landing pages should target a specific keyword or product. For example, if you sell auto parts, you may need a landing page for each part manufacturer or car brand. Landing pages need to address the specific needs the customer is looking for and hint at much more available on the rest of the site.
3. Lead Nurturing
With good landing pages and better calls to action, you will likely see your lead numbers going up. And the quality of those leads is going to be higher. The next step in your online marketing efforts is lead nurturing. You want to nurture leads so they become sales. You need to build trust with your leads by building a relationship with them. That happens through quality content and social media interaction.
4. Have a Great Blog
You may already have a blog that you update on occasion. But, when doing a website redesign, it is the time to take your average blog to the next level. Blogs offer so many opportunities to build relationships with leads, new visitors, and existing customers. The most important things to remember with a blog is provide quality content, regular updates, and make your visitors want to come back to see what else you might have to offer. Read: Facts about Blogs
5. Participate in Social Media
You may have been avoiding going on Facebook or using Twitter. Social media is not a passing fad. It is a force you should embrace. If you want to improve your online marketing efforts, you need to embrace at least a few social media channels. As part of your redesign, integrate them into your website and your marketing efforts. You will start to develop a following and those followers are more likely to share your company with others.
A website redesign is the perfect time to take a fresh look at your online marketing strategy. It offers an opportunity to see how you are currently doing and set goals on where you want to go. With those goals in mind, you can get going with your redesign efforts and see the results you expect.
Improving your online marketing strategy should be a part of any website redesign effort. One important part of this is to define your target customer. When you understand your ideal customer, you can refine your website, its content, and the SEO efforts around it. Those efforts will get highly qualified customers to start visiting your website.
How can you define your ideal customer?
The best approach is actually to ask your customers some questions. Ask some of your best customers to fill out a survey. If you cannot ask these questions of your customers or do not want to bother them with a survey, you need to answer them yourself.
Here are some questions to get you thinking about your target customer:
All of this information gives you insight into the target audience you want to attract to your website. What you may find is that you have more than one target customer. Many companies offer services or products that take in multiple groups of people. Identifying all of your ideal customers helps refine your online message. Ask these questions of a wide range of customers before you website redesign to find out if you have more than one ideal type.
When going through a website redesign, you need your target audience clearly defined before you begin the design process. What you learn with those questions will guide your content, your SEO focus, and even your color/theme choices. Take the time up front and give your redesign the focus you want.