Yes, it is that time of the year. Sure the leaves are falling and nature reinforces her beauty, but I am not talking about that. It is budget season and everyone is looking at what they have done in the past year and tweaking allocation numbers.
But before you finalize your budget by simply modifying last year’s budget, you need to take a fresh look. What will truly yield growth of brand awareness, consideration, sale, loyalty, and advocacy? I’d expect website revitalization was not on last year’s budget. I will also bet that many say, “websites – oh that is so ‘90’s,” but I will tell you a “correctly designed” website is so 2020’s. Let’s explore why.
First, let me state that I am very bullish on social marketing as a way to win over an audience and turn them into your most valued customers – advocates. But if we look at social media platforms today, we see that the platform evolution now hinders brand engagement with target audiences. Just look at Facebook. They have practically eliminated organic reach of brand postings. And you know just about all social platforms main objective is to optimize their own monetization. They also look to appeal to their audience. Not the brand’s audience. Social platform’s first concern is their success; not marketers success. Don’t be naive.
Second, I always state that marketers must have complete empathy for their target audience. Culture has been transformed by digital technologies. More people get information online (social networking, mobile, and the Internet) as a primary source. This consumer/client behavior means your website would be extremely compelling if it was a) dynamic with continuous content updates (posts), b) more interactive and social, and c) mobile ready.
The first step in revitalizing your website is to start thinking like a media company. Think about being the “Buzz Feed” for your brand category news, information, and entertainment. Produce original content regularly. Curate relevant content and include it on your website. Think about what it takes to be a resource for your audience such that they want to go to your website daily to get up-to-date information.
The next step in revitalizing your website is to make it more interactive and social. If we look at human behavior, we see that they do want to engage with brands. That is, if the brand makes it worth their while. Converse with your audience. Listen to your audiences needs and wants. Produce compelling content based on their input and comments. Build sustainable relationships. Facebook and other social networks have clamped your ability to engage. So bring that functionality to the digital platform you own and you control – your website. Consider building a community integrated within your website. True, you may not get as many subscribers as Facebook likes or Twitter followers, but certainly you will get individuals that want to remain engaged and are likely your best customers/clients.
At the same time, various social platforms do continue to be an important part of your marketing mix. They should be used to proliferate the content on your website. Additionally, paid media of social platforms is a very important budgetary consideration. The greatest value of paid media on social platforms is the ability to target specific demographics. I have seen paid media deliver very strong click through results (back to your website).
I hope it goes without saying that your website MUST be mobile ready. More and more people access the Internet via mobile device. Do you really want to eliminate access of your website to a majority of the population because you have not made the investment to make it mobile ready?
I have given you the three areas to focus on with regards to the revitalization of your website. Staying consistent in numerology, there are three reasons why website revitalization must be part of your 2015 budget:
1) Audience use of digital is not only ubiquitous but their individual use is very strong,
2) Your website is something you completely own and control … you do not have to worry about the usage rules being changed, and
3) Your website is likely the strongest digital source to monetize your brand.
Make sense? Can do?
Make It Happen,