Effective marketing isn’t just about the tools you use, it’s knowing how to use them! You may have a website, a Facebook page and a Twitter profile but merely possessing them is not enough. In order for them to be effective marketing tools, they must be both active and relevant.
“Well that’s great, but what does that actually mean for me?” I’m thrilled you asked! I am going to be doing a series over the next few weeks that will break these concepts down across multiple media platforms and help you to implement them in your business.
Let’s talk about websites! In this increasingly technological world, a website is an invaluable tool for growing your business. It is highly effective in that it offers large potential return on a relatively low-cost, and that’s always a plus.
So, how do you tap into that potential? The first step is content. Yes, you read that right, not traffic but content. It does you no good to have a ton of people coming to your site if what greets them is so off-putting that they click away in disgust. You want someone who visits your site to be intrigued, interested and above all, engaged.
This is achieved through a few simple steps:
- Break Up Your Text – Even novelists know that nothing is more intimidating to a reader than a wall of text. Break your passages down into short paragraphs and maybe use a graphic or two. Use headers to separate ideas, and don’t be afraid to increase your font size. You don’t want to make your reader squint! The goal is to reduce that impenetrable wall into easily handled bricks!
- Write How You Speak – You’re probably not Earnest Hemingway, and that’s okay; nobody expects you to be. That doesn’t mean you should toss spelling and grammar out the proverbial window, but you don’t have to be formal either. Write to your customer as you would speak to them. Be conversational.
- Keep it Fresh – You don’t have to change all the text and photos on your site constantly. Who has that kind of time? But you do want to keep your customers informed of the new and exciting things happening in your business! Did you get a new product? Do some show and tell! Do you have a gallery of your work? Update it! People coming to your site are interested or they wouldn’t be there.
- A Picture is Worth a Thousand Words – If you have the option, it’s always better to show than tell. Describing a flower arrangement can be effective, but if you provide a picture, there’s no further description necessary. The majority of people like pictures. Reading? Not so much.
The secret to a popular site is a well done site. The website is a reflection of your business, and you take the time to maintain your business don’t you? The website requires nothing less.
Come back next week and we’ll talk about how to increase traffic to your newly re-designed site!
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