A website doesn’t market a business by itself. Sure, it’s an integral part of your marketing strategy, but without a critical tie-in with your overarching plan, you can’t expect visitors to come in droves. Building a successful online business is more than just designing a stunning website.
Your website is like a storefront at the bottom of the ocean. Without someone to guide them, the only way people may find you is if they go on an extensive search expedition. So, you need to be their guide. When your website is used in conjunction with a broader strategy that includes social media, direct email, targeted paid advertising, networking and more, you will likely have much more success.
There are many conversion tools and fancy plugins to help you succeed with your website, however what I think is the most valuable asset to your business, also happens to be priceless.
The most important asset for your success online is you. You are what sets your business apart from all the rest.
People love a personal connection. In a world with robot customer service and online banking, there is always a place for human interaction. Customers want to feel like there is a face and a name behind the businesses they support, so you need to make sure your personality is reflected in every touch-point your clients have, and no one else can do that for you.
How to do YOU
1. Make sure your principles and values are represented in every part of your marketing plan.
Does a new marketing trend feel icky to you? Don’t do it. Be yourself. If you’re working with an external agency, or an internal team, make sure they know what you are comfortable with.
2. Reach out to your communities and existing brand champions.
Have you invited your Facebook friends to like your business page? Take some time to make your presence known within your community and start the ripple effect. Having a strong base network will help boost your credibility.
3. Leverage existing relationships before forging new ones.
It’s always easier to talk to someone you know. Check out our recent post on cross-promotional ideas to find out how this can be a win-win!
4. Carve out time. (Not always easy, but always necessary.)
We know it’s hard to find time to write blog articles, do a tweet, or go to a networking event. We understand that some days, it’s a wonder you find time to eat! But even if you are outsourcing your social media marketing, your involvement is key. You know best the trends and challenges your customers face. Even 15 minutes a day engaging in conversation with your online community would help drive traffic to your site.
5. Don’t be afraid to show your personality.
This is what people will relate to. Your cultural involvement is going to remind people that you are human and encourage meaningful connections.
What’s in it for you?
When you get a great website, remember that it’s just a tool. You are the brains behind the operation, and it’s up to you to put it to use. When your values unite with your business planning, you can see a clear direction, achieve focus and gain confidence. All of which can help you really love your business, and put money in your pocket.