You Need A Website!
Many small business owners and entrepreneurs know that they must have a website, but simply because someone told them it is a good idea. How many people truly understand the importance of having a website?
The way customers shop is rapidly changing. Especially in the past two years, since the onslaught of the global pandemic. Take a look at this chart and reference article.
The Value of South African online retail has more than doubled in two years, says a new study.businessinsider.co.za
What does it mean?
The way people buy is changing at a rapid pace. The downside to this growth is that businesses have to adapt or become outdated. Using your website to its fullest potential is quickly becoming a necessity for doing business in South Africa.
With all of that said, the question remains: How do you use your website?
We will be answering that in the following section. Websites, and more so, CMS or content management systems like WordPress, is constantly evolving and rising to the requirements for modern-day business. With recent updates, WordPress integrated many features that were previously only available through plugins. Not so good for some of the most popular plugins, but handy for WordPress users.
Enough about WordPress, and more about, the things your business is losing out on by not having or using a website to its full potential. Let’s take a look at the features you need to be using on your website.
Your website and reaching customers
Unlike traditional marketing, digital marketing comes with the ability to place your content in front of potential customers at the right time. Where traditional marketing is more like casting a net, take Television advertising as an example.
Your website is the central component of your digital marketing efforts. When implemented correctly, your website plays a vital role in the process of targeting audiences with laser-like precision. The more accurate you can put the right content, in front of the right person, at the right time, the more conversions you will see.
Here is a list of marketing strategies to achieve the targeting you need:
- Email Marketing.
- Social Media Marketing.
- Pay Per Click Marketing.
- Content Marketing, and
- Affiliate Marketing.
Each of those can be a post on its own, but we’ll leave that for another time. One fact remains, you must have a website to implement each of these strategies.
Different Objectives Of Digital Marketing
The first thing to remember here is: do not rush in and start applying all of these strategies at once, especially if you are new to digital marketing. Blindly sending emails and making random posts on social media will only cause damage.
To be successful with each of the strategies mentioned above requires careful planning and precise implementation. For these strategies to work, you need to start by first defining a goal. You must have a clear objective of what you want to achieve with your efforts.
To define your objectives, you need to decide between Direct Response Marketing or Brand Awareness Marketing. The same goes for marketing products vs marketing services. In both these cases, you will use different tactics for different outcomes.
6 Reasons Why You Need a Website
Reason #1: Email Marketing
Email marketing works best for awareness marketing objectives. The hard part is that you need to grow an email list. One way to grow your email list is to offer something of value to your visitors. Effectively you exchange something of value for free to get an email address. A free e-book or access to a webinar works well.
With a healthy email list in place, you can go ahead and put your awareness marketing plan into action. The big challenge with any email campaign is to not land in the spam folder.
Reason #2: Social Media Marketing
Once again, social media marketing works best for awareness marketing. Direct response marketing on social media is not always a good fit. Think about it, no one opens their Facebook app with their credit card in hand, wanting to buy something. People go on social networks to be social, tell stories, read stories and get entertained.
Knowing why people go on the platform that you are targeting is the key. Stay in line with community rules and maintain the intent behind the platform, and you will have success. We offer the perfect solution for social media marketing right here.
Reason #3: Pay Per Click Marketing
The adverts you find on search engines is a perfect example of PPC advertising in action. You pay for each click on your ad, and that click drives the visitor back to your website. Search engines do have opportunities for Direct Response Marketing. In most cases, people use search engines with the intent to learn something or get information. And in some cases to buy products.
With the diversified intent on search engines, you have to be careful when setting up your PPC campaigns. You can quickly end up paying for traffic that bounces straight off your landing pages.
Reason #4: SEO
Search Engine Optimization is a marketing strategy that falls on the more technical side. SEO is the practice of optimizing your website to rank high for specially selected keywords. The result is worthwhile and long-lasting organic traffic that cost nothing. That is, if you exclude the cost of time and the effort to do the SEO. If you pay someone to do SEO for you, it can become expensive.
With SEO, you can have the freedom to reach brand awareness and direct response objectives alike. It all depends once again on how you set your website up.
Reason #5: Content Marketing
Content marketing is explicitly creating content for the stimulation of interest. Meaning brand awareness marketing and not meant for direct response marketing. The content part refers to text, image or video types created for sharing on social media and other platforms.
Content marketing is a part of the inbound marketing strategy. A strategy where you pull visitors into your content. The direct opposite of many traditional marketing strategies.
Reason #6: Affiliate Marketing
Affiliate marketing is a fast-growing and popular strategy. Affiliate marketing gets chosen by many because it provides a way to earn income from your website or blog. The implementation of affiliate marketing uses sales referrals and getting commissions based on the linking. The affiliate links lead the potential buyer from your website to the seller’s product landing page. The last step is when the visitor converts and becomes a customer.
As you can see, this is classic direct response marketing objectives. Affiliate marketing goes the other way too. You can be the seller and get affiliates to sell your products.
Feeling a bit like this?
Don’t worry, we are done with this post for now, only the final convincing conclusion left to come.
I know that is a lot to take in. At the same time, I hope you can now see the reason why you must have a website. By not using or not having a website, you are losing out on the advantages offered by digital marketing. That means losing out on sales.
The upside to digital marketing is that it gives you virtually instant feedback on your progress and effectiveness. You have a ton of ways to test and monitor all your various campaigns and performance metrics.
I hope this blog post shed some light on the topic. And help you understand the importance of not only having a website, but using it to its full potential.
Please feel free to drop any questions you may have in the comments. We will gladly help you answer them.