Quality Site Content = Effective Online Marketing

A frequent topic of discussion is effective online marketing, and we often talk about the important of our social media marketing efforts and the kind of power we’re putting into our online marketing campaigns.  Unfortunately some take that to an extremely and they let another important area fall away and become neglected.

The website:

When you’re working on an effective online marketing campaign, it needs to encompass all the aspects of your company and its presence online.  Marketing isn’t just about creating an explosive and irresistible presence online.  While building your personal brand is important, all areas must get equal focus.

You can put your all into effective online marketing by pushing hard into social media networks, throwing out targeted email marketing, creating numerous articles and more but what you’re going to be left with is a high bounce rate if your website isn’t backing up your content marketing.

So many individuals and organizations have a hard time understanding that the sale doesn’t happen out on the web through their content marketing.  You don’t wander the streets around your neighborhood hard selling your products and services.  Your general ad campaigns are meant to generate interest, not sales.  The same goes for your marketing online.  No matter how effective you feel your online marketing is, it will still fall short if your site isn’t in a position to support your message.

I’m not just talking about the content on the pages either, though that is a big part.  Your written content will play its own part in reeling in the customer but the entire experience of your site is on the chopping block as soon as a customer hits your site.  Not only do you need to ensure that you’ve got a truly engaging and interactive experience but you have to ensure that the content – be it video, audio or written – is engaging the user with as much passion and intimacy as the content that brought them to your site in the first place.

Static pages just don’t cut it with potential customers anymore.  The engagement of social media has brought about an  evolution in the way people shop and see businesses online.  They want full engagement that truly makes them feel like they’re living the in-person experience of a store front.

An effective online marketing strategy will place as much importance on the website as it does on the overall content marketing that you do every day.  A customer is won within your site, in the depths of the sales funnel, not out across the billions of pages on the web. That is where you gain leads, that is where you retain existing customers.  Your site however, that is where conversion happen.  If you neglect your site, then you’re neglecting your entire marketing campaign.

In order to gain the most benefit from your marketing efforts, you need to generate content that creates interest with a simple point – one that connects with the user.  That point will lead them to the website landing page where the point is expanded upon, where it sinks deeper, and where the user gains full knowledge of how the purchase/opt-in will positively effect them.

Effective online marketing isn’t about hard selling in any format.  It’s about delivering information that leads the user to an informed purchase.  Take that stance, and you’ll watch your conversions climb.

To Your Success,
Joerg Weishaupt

P.s. Get more information on social media and marketing in my free primer "Building A Successful Marketing Strategy". Sign up for your free copy today.

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