I’m always surprised by the lack of priority websites have within a company’s ongoing marketing efforts. Some companies simply have a website because they feel like they should while others may use their website for promoting specific products or as part of a specific campaign. Rarely, however, do companies consistently utilize its website for all marketing efforts – which, in my opinion, is short-sighted and limits the power of the site’s purpose and the company’s overall marketing.
Further reach, 24/7 availability and immediate changes/corrections are the obvious benefits of the website as a central point of your total marketing plan. Beyond these benefits and many others, the significant impact of using your website as a central point of your marketing is its analytical findings.
We all know that information is power, and your website can be the key for understanding your clients’/customers’ actions. You can learn what they want, when they want it, how they found out about it and what triggered their decision. If each campaign, whether that is direct mail, broadcast, social media or other efforts, points to your site in a specific way, you have the power to analyze what is working. There are few other resources available to businesses of any size that provide such intelligence.
The costs are minimal in comparison to other sources. And, it’s quite simple as long as your marketing strategy demands each campaign passes through or lands on your site. So, for your next campaign(s), try forcing yourself to think creatively and strategically to drive traffic to your site. Study the findings and make decisions for your next campaigns. This type of practice will reward you immediately and for the long-term.
If you want to learn more about how you can gain data-driven insights to your campaigns and make confident marketing decisions in the future, contact us and setup a free consultation with one of our digital marketing efforts. It could be the most rewarding decision you make.