Hello, this is Mikel with TinyFrog Technologies. I want to talk a little bit about your website and how it integrates with your marketing.
We actually like to discuss a website relative to your marketing, like the idea of like the concept of Hub and Spoke. So, the website ends up being the Hub of most marketing, most marketing plans. If you think about it, most of the marketing that you do will drive traffic to your website.
Even traditional marketing nowadays, non-digital marketing, will end up driving traffic to the website. So, the website ends up being the Hub. So, most people when they’re considering a service or a product they’ll go to the website first and that’s, you know, statistically that ends up what happens. Even if someone’s referred, they’ll probably go to a company’s website to check them out before they even contact the company, so that’s a really, you know, key part of marketing as well. So, you got the idea of the Hub and Spoke.
So, the Hub of the marketing is your website and then you got the different Spokes, the different marketing channels that connect to the website. One of which is email marketing newsletter. So, how does that work? It actually works both ways, so if someone comes to your website they can actually sign up for your newsletter through a form, through an email marketing form. So, that is one way and then if you send out a newsletter you should actually be, one of the strategies for that newsletter, is to drive people back to your website. So, that’s almost like a two-way channel.
Another one is social media, again that can be a two-way channel as well. If someone lands on your social media channels they can, you know, hopefully there’s opportunities for them to go to your website, specific pages of your website.
Another way and also if someone comes to your website they you’ll obviously have links to your social media or areas where they can engage through social media on your website.
Another one is a blog. You know, blogs are actually technically part of a website but it’s also part of your marketing. You know if you’re focusing on SEO or Search Engine Optimization, content is really important, so you want to have a fair amount of content on your website and most of that, you know, SEO content, will reside on a blog so that ties into it as well and you can Interlink the different blog posts as well, you know, for as part of like SEO strategies.
Webinars, podcasts, those also should reside on your website and those podcasts will drive traffic to the website and people can sign up for a podcast or a blog through your website.
You can also use landing pages in your website. Those are separate pages that aren’t like on your main navigation that are tied to campaigns. So for example, if you’re doing Google AdWords, which is a very fairly common form of marketing, you’d probably want to have a specific landing page that’s dedicated to that keyword campaign in your Google AdWords. That’ll again drive, that’ll be a Hub and Spoke as well. The spoke from your Google Adword to that landing page and we recommend doing that versus just driving someone to a homepage in order to optimize and get the most out of those campaigns.
So, there’s a number of different ways of connecting your website to different marketing channels and I’ve mentioned probably the primary ones but there’s other ones as well. So, when you’re putting together your website and/or your marketing plan, you want to think about, what are the different Spokes? And what are the different marketing channels that tie to your website? So, that should be an important part of your overall marketing/business plan and website design plan. Thank you!
