How Does A Website Fit Into A Marketing Strategy?
Around 2005, with the help of search engines and social media sites like Facebook, more and more people started using the web. That began a rush for businesses to catch up; all of a sudden every business needed a website!
However, most businesses who recieved a website didn’t really know how to use it. With the advent of blogging, websites suddenly had a clearer purpose, but what else is a website for?
Lead Generation. At Aquivera we believe that a website is part of a bigger overarching digital strategy; simply a cog in a bigger machine. Yes, you have traffic on your website, but of that traffic how many are actually taking an action?
Salespeople develop a funnel. Similarly you should develop a digital funnel for your website. How will educate the potential customers and get them to take the next step?
Developing a clear strategy for where you want a user to start and what action they should ultimately take will help you begin utilizing your website the correct way.
Email Collection. Give, give, give, ask is another foundational principle that Aquivera holds true to. Too often businesses forget to give up information and show off what they know on a specific topic. Demonstrating your knowledge is very important to developing customer trust.
Using a blog can be a great start! However, building downloadable packets and sprinkling them throughout your website can prove to be an excellent email collection tool. So you give, give, give free information on your blog and then ask the potential customer for their email when they wish to download additional information contained in a packet.
Take it one step further and place the customer into a targeted email campaign to further educate them on the topic they were interested in!
Lead Segmentation. Identifying what a customer wants is key to making the sale. So with your existing website, do you have multiple places for contact? Do you have a way of identifying which page the customer contacted you from?
Placing contact forms that are more specific to the product or service a customer wants will help you understand and gather more targeted information about them.
For example, if you have two products 1) a customizable cookie 2) a customizable cake. I would image you will need to collect different information about the desired cookie than the cake.
Additionally, for businesses with different sales people for different products, segmented contact forms can help if you direct the contact form to a specific salesperson, rather than to a generic email account. This can help speed up your inquiry response times and streamline some of your sales process.
The Aquivera Way. Everything listed above is just the tip of the iceberg! Aquivera is accustomed to these strategies and many more. We approach every project with one goal in mind: increase lead generation and/or sales for our clients.
We are a full-service digital agency that approaches each problem from the standpoint of technology and integration. Whether you need a new digital strategy, a face lift on your website, or want to develop an app for your customers; Aquivera is your best option! Get in touch with us today!
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