Your Website’s Role in Your Whole Digital Marketing Strategy

Businesses often know that they need a new website, but they don’t always know why. It’s often the case that businesses see websites as a necessity but miss the impact they have on the whole sales & marketing process. We are a website development agency that goes deeper than that; we help businesses with their whole digital marketing strategy.

It’s a common misconception that just having a website is enough, but there is more to it than that. A great website should be part of your full marketing strategy and needs regular love and attention. Building a new website but neglecting the other elements that support your marketing function is a massive, missed opportunity.

It is important to really consider what you want customers to get from your website and understand how that fits with your company goals.

What’s a Website Good For?

Your customers now expect you to have an online presence. Without a website, you’ll be losing potential business to your competitors who are shouting about their services online. A website supports your business in a multitude of ways. 

• Sets the tone for your brand

• Demonstrates knowledge and expertise

• Showcases your products and services

• Coveys trust and reliability

• Introduces your team and creates personality

Your website is a potential client’s first impression of your business. It is also a place to engage with existing clients, updating them on new products and services. Your website, therefore, is an addition to any other marketing activity your business undertakes.

Where Does Your Website Fit in the Grand Scheme of Things?

Don’t fall into the pitfall of leaving your website to fend for itself. Your website is just one part of your marketing activities. Make sure you think about the whole process to get the maximum return on investment from your website project.

1. Marketing 

Effective marketing assets will help your customers move from an awareness state through to converting them into paying clients. Your business can maximise “owned” assets like your social media channels to keep your clients updated and spread your reach to new audiences.

2. Website

A great website will educate your potential and existing clients. Not all websites are the same; you may be promoting services with a “brochure” site or selling products via eCommerce. Excellent website design will help convert interest into leads.

3. CRM/Sales Tools

There is a host of tools available to help manage your sales process. CRM tools like Hubspot are essential for managing your sales leads and organising your contacts. Canva is a brilliant way of creating eye-catching presentations to persuade clients to move towards agreeing on a sale.  

4. After-Sales Care

Work doesn’t stop when you have acquired a sale. After-sales care is essential for building repeat business. Repeat business increases your return on investment as you have already spent the money on converting that customer.

After-sales care doesn’t just encourage recurring customers, those customers are likely to bring invaluable referrals. A single sale can soon become five, and so on. Then think about regular contact with your existing clients and add value to your products and services with initiatives like email marketing.

Websites are a Fundamental Part of Your Marketing Strategy

A strong digital marketing strategy helps your potential and existing clients on their sales journey. Your marketing strategy is made up of a number of assets that work for your business in different ways. But we need to understand the route that clients take through your business. There are three main elements to what we call the “marketing funnel”.

• Awareness – SEO, PPC, social media and PR are activities that inform potential customers about who you are and what you do.

• Consideration – Website and email marketing reinforce your company’s offering and persuade customers to choose you over your competitors. These functions transform awareness into leads.

• Conversion – You then need an efficient CRM, enticing sales materials and proactive sales staff to convert those leads into actual sales.

Once you’ve got people to your website, you need to maximise their time there. Strong website design, thoughtful UX and considered content will help your website to bring in those all-important leads. Once you’ve got those leads you then need to do everything you can to convert those leads into sales.

Imagine your website as your shop window. Customers may think your window display is eye-catching, and they may be persuaded to come inside, but how do you convince them to make a sale? That’s where other parts of your marketing strategy come into play.

Make the Most of Your Website

A lot of people think that the hard work is done when your website goes live. But that’s not the case. It’s not enough to just build a website and leave it there; it won’t manage itself. You’ll need to give it care and attention and your web design agency can help.

A proactive website development agency will work with you to get the most out of your whole digital marketing strategy. Digital marketing agencies, like Eyeweb, will monitor your website performance and adjust ongoing budgets to maximise your ROI.

Eyeweb helps you see the bigger picture with regular monthly meetings to review your website performance. Our team will work alongside your business and discuss strategies including maximising SEO, efficient PPC and engaging social media content.

Don’t forget that engaged customers will continue to return to your website as a focal point of their interactions with you. So, make sure your content is up to date and just as engaging for existing customers as it is for new ones. Keep your client base updated with new offers or industry news, this will add value to your customers and keep them loyal.

Eyeweb Features Your Website in The Bigger Picture

As with anything, when something is nurtured, it grows. Look after your marketing and your audience will grow. Maintain your website and your leads will increase. Care for your customers and your sales will rise.

As a website design agency based in Hull, we offer a full digital marketing package. So, our hard work doesn’t stop when your website goes live. We’ll work as your marketing partner to develop a full digital marketing strategy and make the most of your investment.

We’ll help you to ensure you have a high-performing website that supports your ongoing marketing activities. The door to our office on the River Humber is always open, so get in touch and we’ll help you optimise your new website with a full digital strategy.