Solid Web Presence
“STEP 1: We can have lots of fun!
STEP 2: There’s so much we can do!
STEP 3: It’s just you and me!
STEP 4: I can give you more!
STEP 5: Don’t you know that the time is right!
HOOWOAH!!” - New Kids on the Block
Did I really just quote NKOTB in a blog post to do with creating a solid web presence and content marketing? Wow, that just happened. I guess it is fitting. The New Kids did an amazing job of knowing their buyer personas and then delivering what they wanted. They generated significant amount revenue off 10-18 year old screaming girls with catchy, sappy songs. They were effective and as it turns out they were also onto something with their song Step by Step.
STEP 1: We Can Have Lots of Fun with Our Web Design
When designing your website the number one rule is keep it simple, don’t over complicate the design. The design needs to reflect your company culture. This is where you make your first impression! Use colors that work together and are pleasing to the eye. The last thing we want to do is offend viewers with a rainbow of colors! Unless you are selling headache medication I wouldn’t recommend loud, bright and contrasting. The design and color scheme are the frame to the content. Your content deserves to be treated with respect as do the visitors to your web site. There is an exception to this rule and that would be with your CTAs (Call to Action). The visitors’ eye should be drawn to the CTA on the page. Remember, drawn not offended by! A good rule of thumb is to make your CTA in a color that is found nowhere else on the page, again without being offensive. The eye should be drawn to the CTA in a, “Oh, what’s this?” manner. The point here overall is to have fun with the design process whether that means you are having fun doing it in house or having fun working with a professional web design team. It’s your online presence! Have fun with it, make it yours and make sure it appeals to the masses.
STEP 2: There’s So Much We Can Do
Once your website is built the possibilities are wide and varied. Consider your product and/or service and then you can properly select the add-ons for your site. You may need an online store to sell a line of products, or a blog to educate the public about your industry. You may consider one or more types of social media to help bring traffic to your site – CTAs, Landing Pages, videos, and/or webinars. There are so many ways you can make your website unique. It can be overwhelming! When considering the possibilities it is important to consider a few things.
- Which add-ons will best suit my business?
- How much time can I invest into my site?
- How much money can I invest?
- Can I hire someone to run my blog and social media?
- Which social media am I comfortable with?
These are all important questions. Pick the add-ons that best suit the needs of your business. If you don’t have a line of products to sell then you don’t need an online store.
What you invest into your site whether it is time, money or both will play a major role I how effective your web site is. If you don’t have the time to invest into research, writing good content, and going over analytics to see where you can improve then I would suggest that you make sure you have a budget to hire professionals to crate your solid web presence.
If you’re doing things yourself then select the social media you know and do it well! If you’re a tweeter then stick to twitter and do what you know. It’s better to do fewer things really well then do everything mediocre.
STEP 3: It’s Just You and Me
It is highly recommended that you have a blog on your website and that you post regularly and consistently. Writing posts of quality content regularly will, over time, establish a loyal audience. Another benefit to a blog is that every time you post you create more pages on your website which is good for the coveted organic page rank. More importantly a blog is a great way to nurture a relationship with your visitors. Establish buyer personas and then write your blog posts for them. Write as if you are having a conversation with them one on one. This is your opportunity to develop relationships and build trust with your readers.
A good quality blog will please both people and search engines.
STEP 4: I Can Give You More
It’s important to give more to visitors. This again, builds relationships and trust. Examples of what you can give to those that click on your CTAs is eBooks, webinars, white pages, samples and any number of other tools and services that you offer. By giving you will gain leads through landing pages and most importantly build trust. Why is trust important? Trust is important because when the consumer gets to the stage in the sales cycle where they are ready to make a buying decision, who are they most likely to make their purchase with? Most will go with the business they trust. It is my opinion that building trust is the most important element in the sales cycle. It does not come quickly or easily so take the time and have the patience to earn the trust of your visitors. Use your knowledge, personality and tools to earn trust over time and then reap the rewards.
STEP 5: Don’t you know that the Time is Right
Are you timid about getting online or about changing your current web presence?
There is no single greater tool in marketing your business than a well thought out, solid web presence. If you have the budget, then hire professionals to work with and attack your online marketing strategy full strength. If that budget is not there at the moment then all hope is not lost. The beautiful thing about building or reinventing your online appearance is that you can do it a piece at a time. Nowhere is it written that it must all be done at once. Start with a blog and writing some fresh new content or update your design. Start making use of social media like Twitter, Facebook and Pinterest. There are so many options. Pick one and do it well, then add another and so on. Remember it’s a marathon, not a sprint, but at the same time, the sooner you get started, the sooner your business will reap the rewards!
Silver ‘Re ‘ Cap
Tweak your online image STEP BY STEP! I know a lot of you just sang that! It alright, I’ve been doing it through the entire writing process.
- Have fun creating an effective design that makes the first impression you want. Take your time and do it right. If you don’t have the skill-set required, admit it and hire a professional. You only have the opportunity to make one first impression, so make it a good one.
- Consider all the different options to bring more traffic to your site. Blogging is highly recommended. Past that, do what you believe is best for your business and do it well.
- Build a relationship with your target audience through well thought out personas and then delivering the content that they want.
- Create CTAs and landing pages offering something of value.
- Don’t wait, more and more people are making buying decisions online every hour of every day, get started and grab your piece of the pie!
Colin is the Social Media and Content Marketing guru at OTR Web Solutions a web development & content marketing company since 2000, with offices in Canada, USA, Europe and South America.
Follow Colin on Twitter @CBSilvercap