Let's face it: the marketing world is changing rapidly. So quickly that when you follow the latest and best tools and tools available you can lose sight of the very fundamentals that have allowed you to go so far.
It's important to position your brand where people spend their time and let your marketing team experiment with new creative channels, such as new social media platforms, is of paramount importance. However, C-suite leaders need to stay focused on the facts across all future patterns and trends. And one fact is indisputable: a website is one of your most valuable assets for customers.
Paying to play with platforms
Many exciting platforms are well-positioned to spread your message and engage with your audience, but keep in mind that these platforms typically benefit from this partnership more than yourself. Not only are there strict guidelines on how your brand may appear, but most platforms also require you to pay for them to drive traffic to your content or to the publication page . Generally, platforms also hide outbound links, so your customers and subscribers need to access your website on their own.
To regain control of your email, focus your attention (and your investments) on creating an unparalleled website. Many business leaders order a website, proclaim it finished and allow it to remain static for months or even years. Consumer demands, by contrast, are never dormant, so your website should not be either.
A truly compelling website requires excellent content marketing superb design and constant optimization of the user experience. If you invest in the right talent and the right infrastructure to build these pillars, your website will be much better at achieving your goals, from speed-generating conversions to newsletter registrations. information or downloads of white papers.
5 elements of an engaging website
When a company spends all its resources to develop new channels at the expense of its website, viewers will notice it. Any responsible consumer will exercise due diligence before purchasing a product or registering for a service, which includes visiting your company's website and using it as an evaluation tool.
Think of it as follows: If a customer is in a shopping mall and he encounters a neglected and outdated storefront, he will probably pass it. In this way, your website is your online storefront, so make sure it is designed to build trust and win customers.
To put your old or awkward website in working order, start by prioritizing investments in the following areas:
A suitable hosting platform can speed up page load times, reduce or eliminate downtime, improve security, and more. According to Kissmetrics, speed alone is essential because a delay of one second in loading time can reduce conversions by 7% . Invest in the creation of your website and reduce the costs associated with basket abandonment, loss of business, low conversion rates and data piracy. Note that when you spend more on your cell phone bill than on your accommodation, your priorities are very different.
2. Live chatting
If you're after conversions, implement a live chat feature. These tools allow you to instantly answer a visitor's question and move it further into the funnel. Live chat features also capture new leads in your CRM and create rewarding campaigns that keep your business in mind. A study by the American Marketing Association indicates that live chat software typically generates a return on investment greater than 300% and that prospects who take advantage of this feature are three times more likely to convert.
3. Pile martech
For an optimal website, think about how you use your MarTech battery. Choosing a brush does not make you an artist: it takes thousands of hours to master a new tool. Therefore, it is crucial to immediately invest in a solid MarTech battery. However, according to Marketing Insider Group, if you try to adapt too many tools, your team will not be able to control any of them . Pay special attention to compatible tools that keep all your data synchronized. They will make this information more accessible and you will be able to exploit it more easily.
Another website need includes analytics . In today's agile landscape, brands must ensure that Web sites are continuously optimized for design and functionality across a wide range of browsers and devices. Use reliable tools to test and ensure that you have the techniques to measure results accurately. Then act on them. All the data in the world will not help you if you do not commit to using them to improve your website and your customer journey.
Investing in SEO is a great way to build awareness for your brand. The companies listed on the first page of the search results will generate significantly more traffic on their website. In fact, appearing on the second page means that you are virtually invisible. According to ProtoFuse, less than 10% of Internet users access the second page of Google search results . Keep in mind that seeing the results SEO takes time so play the long game on this one.
Sure, think outside the box, but do not let the emergence of new marketing channels make you lose sight of what's been tried and true. Unlike channels that activate quickly and then disappear, the website is here to stay, and there is a good chance that you can better use yours.
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