When it comes to website marketing, one needs to take a long hard look at building the right strategy from the get-go. One of the marketing channels is the website. The long-term success of your website is dependent on the planning, execution, development, and implementation.
Are you thinking of the next best thing to build awareness or driving conversion? If you are planning to reach your intended customers, there are some action plans you need to execute. In this article, I will share ideas on how to create a website strategy. A good web strategy will lead you to better acquisition, engagement and conversion.
How do you structure your web strategy?
Before you develop your website, it is good to go through these step by step approach. When it comes to developing a plan, you should know who you want to target and how your customer will respond to the products or service you offer. Understanding the needs of the customer takes time, but you can gather the sentiments or patterns by doing surveys or insights. When it comes to structuring your web strategy, you’ll need to adapt the messaging of your content to fit the needs of your different buyer personas. The user experience in a website has to allow visitors to self-select the most relevant content they need to access.
What problems do you solve for your audience?
Long are those days when a customer can rely on a brick and mortar shop to look for the right product. The tables have turned and the customer is savvier and wiser in making purchase decisions. Understanding the problems or difficulties that your audience is having will enable you to formulate your website to promote better products/services. Why do you think your products/services can solve the problem? Are you selling the right product/services to solve them?
What actions you would like your audience to take?
The call to action is what you need to set your customers to do. The website should provide the necessary information or solution to help the customer in making decisions. Do you want your customers to purchase products or download an application? How about signing up for newsletter and company updates? Do you want your audience to share the article they find online to their networks via social media?
Why should your audience choose you?
The most component of the website structure is content. As much as content plays an important role, it has to be more than just showcasing the benefits of your products or services. Consumers rely on content such as blog post, videos, or webinars to help them understand more about your business. It also allows them to derive the solution your products can offer thorough information. Examples of value-added contact include case studies and success stories.
Where can you find your audience and how to reach them?
The online space is a saturated and condensed market. Consumers are overwhelmed by advertising, campaigns and social media. It is important to note how your visitors respond to your website. This is where things get real. Are they accessing directly or through referrals?
Remember that Content is King! An ideal situation is to build an organic reach through content. This strategy will help to maximise your business’s visibility and sustainability in the long term. Invest in the right tactics to improve rankings and incorporate the strategic keywords to drive traffic to your website. Social media is the engagement channel and it can support the role of channelling prospects to a company’s website. From a business standpoint, the objective of having the website strategy will create the right publicity, more visibility and convert visitors to buyers.
He is a seasoned integrated marketing specialist based out of Singapore. His core competency is to acquire leads for clients through omni-channel marketing approach. Follow him on LinkedIn.
