Your website looks good and impresses visitors. But is that enough to make the maximum impact on your marketing efforts?
These days, more and more businesses are creating an integrated digital marketing strategy to help them leverage their marketing budget to the full.
An integrated marketing strategy is one that has a clearly defined message, but spreads it using a variety of marketing channels. Your website is bound to be one of these channels, but others might include Social Media, Search Engine Marketing, Email marketing, etc.
Why so many channels?
Websites are great for some marketing jobs, but not for others. They’re ideal as online brochures or places to give customers an in depth look at your latest product. They’re great too for drawing prospects into your sales funnel and hitting them with an irresistible call to action, either to buy your product or gather sign-ups to your newsletter.
But for a website to work its magic it needs visitors, and that’s where your other marketing channels fit in.
Social media, SEM and Email marketing are there to bring that traffic home. In other words, they are the channels that get out into the wide world, mix with the public, and encourage people to visit by linking back to your site.
How does integration work?
Your website integrates into this scheme in several ways.
First, obviously, it is the destination that your other channels send their newly found prospects to.
Secondly, and less obvious, it acts to reinforce and consolidate your marketing message.
Keeping your message clear
The crucial thing about an integrated digital marketing strategy is that all your channels must work together to spread the same message. Too often, companies split their marketing between different departments or agencies, without making sure they all say the same thing.
This leads to customers becoming confused, and even resentful, when they see different messages that clash. For example, if you are selling a premium food product, there is no point saying “It’s worth paying a little more for the best” on your website, and explaining in detail why your product is expensive to produce because of the high quality ingredients; and then, through another channel pushing the line that it’s “top, money saving value that’s cheaper than anything else out there.”
If consumers get the idea that you’ll say just about anything to sell your product, they’ll stop trusting you and ignore everything you say.
So before you start marketing, you need to decide on a simple, clear message that all your channels – including your website – will use.
Once you’ve settled on that, it’s time to be creative in how you use it.
Engage your leads
This is where websites excel, because with far more space available than social media or an email, you can really push the boat out. Infographics, video, animation, high quality images… there’s room on your website to engage visitors in any way you choose.
With stunning graphics, great copy, and a well-crafted call to action, your website can be the powerhouse of your integrated digital marketing strategy.