Is your website an expensive business card? Or is it, in the words of Henry Standing Bear, a “continual soiree?” (That’s from the Netflix show, Longmire. I’m a sucker for westerns.)
Your website may not be a never-ending party but it can’t be a wallflower, either, just leaning against the wall with the other marketing kids. It’s got to get out there and dance with the prospects! For that matter, the same is true of your email marketing, favorite social media channel, and any other marketing tools you choose.
These tools need to work together if any of them is going to work at all. Here are a few thoughts on making that happen.
Social Media Posts and Website Companions
It’s a wasted opportunity if your social media posts links to your website home page because that means one of two things is happening.
Either the social media posts are so general that your home page is the most logical place to link to. Or the folks you engage on social media with a nicely targeted are lost when they arrive at your website and there is no companion content expanding on the ideas you covered in your post.
Be sure to tailor your content to dovetail in a way that engages your audience further.
Email Marketing and Your Website
Your email marketing works best with your website in a slightly different way. Since your email subscribers already know you on some level, they are likely at a different point in their buying process.
You’ve already attracted them. The question now is, how do you keep them engaged until they’re ready to buy?
Your website is critical to this effort, but it can’t do it alone. Prospects simply aren’t going to visit your site often enough, or at the right time. Email content can guide them back to your website where they can dig deeper and find the comfort they need to advance toward a purchase.
Your Website and These Channels
Things need to work in the other direction, as well. You don’t want to drive folks away from your website, of course, but you do want to encourage them to connect with you in the places they’re already living – like their inbox and their favorite social media channels.
So you want to encourage folks who have found your website to find your other marketing channels – and you want to give them the opportunity to share your brilliance with their own fans and friends.
If you haven’t reviewed how well your various digital marketing tools are working together, there’s no time like the present. Setting up a yearly review as part of your marketing plan is worth the bandwidth, as well.