The biggest challenge in marketing is still your website – MarTech series | Mega Mediakw

Over twenty years after the dot-com explosion, you’d think most brands would have their website strategy figured out. After all, companies have been reaching customers through their websites for two decades. Most executives understand the basics of digital marketing. Unfortunately, brands still face issues with their websites. This is mainly due to the fact that the digital world is constantly changing. SEO priorities change regularly, design trends quickly lose relevance, and platforms and systems constantly release new features to discover.

The biggest challenge in marketing is still the effectiveness of your website. How can you keep your website relevant, up-to-date and interesting for your customers? How can you manage content, create a proactive engagement strategy and explore new digital opportunities? These are the questions marketers grapple with as they navigate the complexities of digital life.

Your website is still the primary way you connect with your customers, but websites can quickly become irrelevant. Look at the effectiveness of your website through the lens of your high school chemistry class: every website has a half-life. This means that your website will lose its effectiveness over time – just like a radioactive substance begins to lose its radioactivity. Marketers should anticipate the sharp decline in their site’s effectiveness and be ready to make proactive changes. Here are three key mindset shifts marketers need to make if they want to maintain their website’s effectiveness and convert prospects into customers.

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Understand that frequent redesigns are necessary.

Marketers struggle with this, but it’s true: you need to redesign your website regularly. Let’s get back to that concept of half-life. Using this as a general rule to judge the effectiveness of a website, you should redesign your website every two years to get some work done before your website is completely out of date.

It’s important to regularly update and redesign your website for a number of reasons. First, design trends come and go, and you don’t want to stick with something that makes your business look outdated. If you’ve used a particular color palette, logo, font, or even website layout that was characteristic of a design era, it will quickly lose its power. And while your customers may not choose the colors used on your website, they will notice the overall message conveyed through your design. You may subconsciously realize that your website hasn’t been updated in years.

Second, your brand goals and priorities will shift and change over the years. For example, maybe in 2020 you were focused on just getting through the pandemic, so you cut costs, stopped spending time on proprietary content like your company blogs or social media posts, and those pages became static. Now in 2022 everyone is talking about the importance of content and you want to be part of the conversation. As a result, you prioritize the things you put aside — like blogs and social content — and you may need to update those blog sites to ensure they’re resonating with your audience and are easy to use.

Redesigns are part of the process, and you won’t have an effective website without them.

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Remember that your website is not static.

An effective website is not a one-time thing. It’s not static. Even after you’ve started your latest website redesign, you still have updates to make. Bugs happen, SEO changes fast, and you might even find an error or need to update a section of text with new information. Too many marketers think that once they tick the metaphorical “website” box on their to-do list, they don’t need to do it all over again. That is not true. It takes time, energy and resources to manage a website and ensure its effectiveness. In 2022, your website is like a living organism. There is something new to watch every day.

A vibrant website is a good thing because you can learn from it and develop better overall marketing strategies. For example, the data you pull from your website — about bounce rates, leads, conversions, and time spent on web pages — can help you understand the needs and interests of your customers. By putting your website on the back burner, you’re missing out on incredible opportunities to learn more about your prospects. Invest time, energy and money in your website on a regular basis and you will get data and information to support your marketing strategy.

Above all, focus on consistency.

Ultimately, the goal of your website is to deliver a consistent message so consumers understand your brand, your values, and your product or service. Consistency is the key to web design success, and the best way to create a consistent message is to regularly evaluate your website to ensure it is aligned with your goals. Marketers should commit to cross-platform consistency and commit to creating a cohesive experience for their customers. In practical terms, this means that you need to understand how your customers get to your website and what devices they are using (there is a high probability that they are using a mobile device). This may change over time, but you need to keep your website up to date in order for it to work properly on these applications and devices. Consistency will help you build trust with your customers.

Your company’s website is often the largest and most important investment you make as part of your marketing strategy. Don’t waste it. Update, design and redesign your website consistently so that you can offer your prospects a positive experience and communicate your brand message.

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