How Use Your Website to Leverage Your Success

April 12, 2010 by Jeune Ortiz

Most business owners build their business through a combination of online and offline efforts, such as social media, sales & marketing, and their website. Usually, each of these channels is working interdependently with a link here and there to unite them.

Promoting your business like this will definitely get you some results. But it’s not going to get you the kind of results you can get if you leverage your website to unite all of these efforts.

Uniting Your Marketing & Sales with Your Website

1. The first step is to conduct a full marketing inventory. Find out what kind of tools, brochures, documents, tutorials, operation manuals and direct mail you are currently using.
2. Once you have a complete inventory, you need to analyze it and determine which items are successful, and should therefore be included into your website.  To do this, identify the following:
   • Which of these assets gets requested or sent out most often?  The popularity of these items means they’re likely very successful, and they should be accessible on your website.
   • Which seem to be most effective at moving a prospect through to a sale?  These items are important sales tools, and should definitely be integrated into your website.
3. Once you’ve identified the most important offline marketing pieces, then you need to build out web pages and/or forms to deliver these assets to prospects who come to your website before they’ve seen your offline marketing.

Read Is Your Website Killing Your Offline Marketing Efforts? for more information about how to ensure these two marketing channels are working together.

Uniting Social Media with Your Website

Used to their best advantage, social media sites can be a powerful part of any marketing plan.  There are two parts to using social media effectively.  The first is common sense: get that traffic to your site.  The second part is often left out though, and it’s pivotal to a successful social media campaign: Never send your traffic into Limbo.

1. Get the traffic: Go back to your marketing asset list and devise a plan that will entice your social audience to visit your website. This could be to a free download, a video, podcast, or even a special offer.
2. Don’t leave them in Limbo: Sending your valuable social audience to your  homepage is not effective because your home page is much too general. You need to make sure that your followers and  fans are greeted by a page that is specific to them in order to maximize your potential influence. Create a special landing page that talks to them specifically, and include a form to collect interested potentials.

Tie It All Together

When you use your website as a central hub for all your marketing efforts, you’ll gain advantages like:

1. One centrally located database of contacts and prospects
2. Ability to track promotion success through analytics
3. Ability to tweak landing pages and promotion copy for best results
4. Ability to deliver more information for the prospect to easily access
5. Diversified sources of web traffic to help increase your site’s popularity and search ranking

And the greatest advantage of leveraging your website as a marketing tool is that you’ll concentrate your marketing power for greater success.

Are You Ready to Leverage Your Website for Business Success?

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