Have a lovely summer!
Mihae Ahn, MBA | Director of Marketing, ProServeIT | Connect with me on LinkedIn
We humans make decisions based on perception. According to research, our subconscious mind is responsible for 95% of the decisions we make. This means how your website makes your target audience “feel” is important. Your nonprofit may work towards a really important cause. Your business may have an awesome product and amazing people in your team who deliver stellar results. But if your website doesn’t make your target audience feel confident, relevant, assured, and comfortable, you have a slim chance to convert them to a customer. Your target audience does a Google search, visits your website, and judges whether or not you’d be a good fit for them long before you have a chance to speak with them.
You start building relationships with your target audience from the first moment they interact with your organization. For most cases these days, it is your website that creates that first impression. Your website is the best digital space where you can effectively communicate who you are as an organization (not only what you do but why you do what you do - i.e. your purpose), who you serve, what cause you support, etc.
Your website is the best avenue for you to build an audience, turn them into customers, and eventually (and hopefully) fans. It won't happen overnight, but slowly and surely, it will happen when you devote resources to your website management. Think for a moment about your own purchasing behaviour. Who do you tend to buy from? Probably the companies who leave you good impressions and actively try to build relationships with you by providing helpful information and making every interaction you have with them memorable.
1. Utilize an easy-to-use website management tool
Whether you are a 50-person organization or a 1,000-person organization, an easy-to-use tool for your website management is invaluable. Being able to manage your website (i.e. adding new webpages, revising dated content, etc.) without a web developer's assistant is critical if you want to be agile. Given how critical a website is, being able to do these on your own is empowering.
This doesn’t mean that everything to do with your website should be DIY. When you want to build a house, you want to hire a team of experts who have all the required skills and experience. For installing a small, wall-mounted shelf or painting an accent wall, you might prefer DIY instead. It's the same for your website. Hire a team of experts to build your website, and then use an easy-to-use tool for DIY routine website management.
2. Allocate your resources on content marketing
Your website becomes your biggest digital asset only when it hosts useful content. Content marketing means that you create and publish the content that your target audience is looking for. Consumer behaviour continues to evolve and now more than ever before, people expect a great digital experience. That starts with the very early stage of their buying journey, the education stage. People want to educate themselves and make decisions themselves. Content marketing is a way to become that source of education for your target audience.
Before start creating content though, it is strongly recommended to establish a content marketing plan. Jumping right on it without a plan leads to lots of wasted resources and opportunities. Working on your 6PM (6-Pillar Marketing) Framework helps you build your content marketing plan that is aligned with your business objectives and marketing objectives.
Wondering what the 6PM Framework is? Take a look at the image at the bottom of this email. And watch a recording of the 6PM Framework Introductory Workshop.
3. Search engine optimize your website and each webpage
No matter how beautifully your website is designed and how useful your content is to your target audience, if your website is not search engine optimized, it has a limited opportunity to be found. SEO (search engine optimization) is not where you want to take a penny-pinching approach with your marketing budget. Not taking SEO seriously is a rookie mistake you want to avoid. To get it done efficiently (highest return for a limited budget), consider hiring an SEO specialist. Depending on your objectives and the size of your budget, you may decide to hire a full-time SEO specialist or outsource this function to an agency. When it comes to home renovation, DIY is definitely an option but you choose to hire a team of professionals to get it done right the first time. It often turns out to be more cost-efficient and time-efficient with better results. It's the same for SEO.
“How much should I spend on marketing?” This is a common question that CEOs and marketers ask. And the subsequent question that follows is how to create a budget. If you are asking these questions, join the workshop to learn about steps to take to create the budget that you are comfortable with. The workshop will also cover effective ways to spend the budget that brings both short-term and long-term return on investment.
When: 11:30am - noon EST on August 26th, 2021