At Beacon Marketing we believe the best marketing strategies are the ones that are able to incorporate different marketing channels to promote a business.
We call this a multi-channel approach to marketing because you are using more than one marketing channel to engage your audience.
We believe that this is an effective way to promote your business for the following reasons:
- Your target audience gets their information from different channels
- Prevent over-reliance on marketing channel or platform
- By providing your audience with a variety of ways to see your marketing content, you are giving them more of a chance to connect and engage with you
Setting up a multi-channel approach to marketing does not have to be difficult. It can be fairly easy if you understand how you will use each marketing channel individually and then map out how they will interact with the marketing channels you are using.
Let’s take a look at how you can make your website a part of your multi-channel approach to marketing.
Determine How You Will Use Your Website
Your website can be used at any point of the marketing funnel:
- Top of the funnel – create awareness and generate leads
- Middle of the funnel – nurture your audience and move them closer to make a purchase
- Bottom of the funnel – help facilitate closing a sale.
Your website can do one of these things or even all of them. The key is to understand exactly how you wish to use your website in your system of marketing. This will help create a better website and ensure that all content on your website is geared towards a specific goal.
Determine What Information is Static
Gone are the days of bloated websites that contained far too much information. Your audience does not have much time to read through a whole novel on your website. Too much information is almost worse than too little – almost.
That said, there are most likely members of your audience who like to do their homework. They will research a company in an attempt to understand the business to determine if they should spend money with this organization.
This is why you should identify some static pages that will remain mostly unchanged, except for when you must update something. Examples of these types of pages are the contact page, about us page, or even a services page.
Know How To Use Landing Pages
Landing pages are really useful when it comes to converting visitors. Whether it is closing a sale or making a sale, a well put together landing page can make all the difference.
Take some time to understand what you want from your landing page(s). Detail how you want these pages to look and function. This will help you make the most of these types of pages.
Utilize Calls To Action
This is a simple one. Your audience is busy, so they do not necessarily have the time to search all aspects of your website for the info they need. Identify the pages on your website that are most valuable to your audience.
This can be the contact page, or shopping cart, or a resources page. Once those pages are identified, create calls to action that will guide visitors to these important pages.
Link To and From Website
In this blog we are advocating for your website to be part of a larger marketing system that includes other marketing channels. To do this, you must link to and from your website. Your emails should include links to your blogs. The header or footer to your website should include links to your social media accounts.
What you want to do is use your various marketing channels to cross promote each other. This will help you build larger followings for all your marketing channels.
Your website can play a central role in your marketing ecosystem. The above steps will help you identify the best way you can use your website to inform and educate your audience. You will also be able to better understand how your website fits in with your other marketing channels so that you have a steady pipeline of new leads coming through your marketing funnel.
