Another week has gone by and in between the Jonny Depp trial and various other mad things going on around the world, I have recently been thinking about the online world and why it might be confusing to a lot of people. I think, in the first instance, it is the sheer number of platforms used to communicate. From social media channels, such as Facebook, to paid search platforms such as Google AdWords, there are simply too many facets of the online world to make sense of it in a manageable way.

For instance, I know a few business owners that don’t even have a website and use Facebook groups and pages to market and run their business. Others will swear by other platforms, other techniques, offline, online, email marketing, telesales… “aaaaaaahhh!” I hear you cry, and I sympathise completely.

So, I thought to myself, how can I make it easier for other to make online ‘easier’ and to give at least a possible road to walk that makes sense? The answer lies with the mantra ‘all roads lead to your website’, In other words, if you make your website the centre of your universe, creating an effective online marketing strategy becomes so much easier.

Let’s imagine your website is a physical shop and all your efforts, in terms of marketing would be to attract people into your shop. From newspaper advertisements, leaflets etc would all be designed to increase footfall to your physical shop, this applies with your website: think of your website as the centre of your world and not just another channel.

How do you begin? Well Facebook ads can be directed to a landing page on your site, Google AdWords can do the same, email marketing can link to a landing page on your site and so on. On your website you can measure traffic, where the leads are coming from, which ad had the most impact and that is how to create successful marketing channels. Some of you will think this is an obvious thing to say but in practice, many business owners regard their website as an extra and it often sits outside traditional ‘offline’ methods.

So why direct all your efforts to your website? Well, the answer lies in several points:

  1. In means you have a definite end goal; you manage all your leads in one place.

  2. Your direct on potential clients to your site and don’t keep them on a different platform where messages can be watered down and the customer journey a little convoluted.

  3. You have complete control of the message to the customer and are not constrained by rules and regulations of a given platform, for example Facebook will display the average time it takes you to respond to an enquiry.

  4. The potential customer is now ‘in your shop’ (when they visit you online) and therefore you have plenty of opportunities to upsell or give supporting information that builds trust in the brand.

Ultimately, what this strategy does is allow you to have overall control over how your customers are treated and within your brand and it gives a definite goal for your sales strategy. In other words, your goal for every channel you choose to use is to drive traffic to the site to convert to sales.

Following on from this, you can then start assessing what is good for your website right away and what can be used in the future. Instead of looking at this confusing ‘mess’ presented to you, you can start prioritising the tasks at hand.

For me they look something like this:

  • Website is the centre, get the brand voice and message right, get your shop looking and sounding great before you do any marketing.

  • Look at organic search and, because it takes some time to bear fruits, know it needs to happen at the start of your marketing plan so it will help you save money later (by achieving effective organic rankings, you could reduce your need for paid advertising).

  • Start using blog content and social media to increase brand awareness and start targeting specific customers.

  • Consider paid advertising platforms and ensure they fit with what you are trying to achieve, specific landing pages can be created for specific platforms.

Bottom line: there are a ridiculous number of ways you can market your business online, but there is a definite strategy that will help to ease the stress and give you a grip on where best to place your efforts and money. Once you have established this strategy you can then explore other avenues and feel more comfortable moving forward.

Published On: May 10th, 2022 / Categories: Content Marketing, Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.