In session 11 of A Marketing Podcast I discuss the role that your website plays in your marketing, as well as walking you through the set-up of your business’s online presence. I focus on setting up your visual brand elements, your website, social media, email marketing, and monitoring and reporting.
Session 11: Show Notes
Your website’s role in marketing
Your website is your marketing hub, and it should be able to handle online and offline traffic.
Even tactics that direct someone to your store, or to make a phone call, will likely result in a website visit before they take these actions.
Make sure you provide this basic information on your website:
- About your company
- Your products (if many make sure easy to find)
- Your services (again easy to find)
- Contact information
Any information in a addition to the above is extra. So make sure it has a purpose and provides value to your visitors. Content like blog posts, would be in this category. Blog posts are important for SEO purposes, but it should still provide value to organic visits.
Website role by tactic
Your website provides the landing pages for your inbound marketing campaigns. These pages are designed specifically to support a campaign, or provide value to generate leads/conversions. Landing pages are typically orphaned pages (not in your navigation), and because of this the SEO value of the page is decreased.
The role of social media is essentially to build a community and drive them to your website. If you’re not working to get your social audience to your website, you’re essentially digital sharecropping. Which means to operate on someone else’s real estate. By doing this you are at the mercy of the social channel’s platform; whereas your website is yours to do as you please. Therefore, I recommend to my clients that they direct their social traffic to their website to perform specific actions.
Your website is where the content goes. you may distribute content through your social channels, or other people’s websites, but that content should predominantly live on your website. Mainly for SEO purposes. Your website is everything in regards to what search engines think of your business.
Small business online presence setup checklist
You want to make sure your online presence is setup and ready to make the most of your marketing efforts.
I’ve created a checklist for you to walk through step by step to setup your online presence.
Visual Brand Elements
The visual side of your brand should be established first so that we have the elements we need for many of the items in the online presence checklist. Those items are:
- Company logo
- Colour palette – primary, secondary, and tertiary colors
- Font stack – a heading font and a paragraph font
- Brand image(s) – a single high resolution image will work just fine
We discussed how important your website is, so we want to make sure it’s setup professionally and ready for our marketing as part of your online presence.
- Domain Name
- Web Hosting
- Your website
- Basic SEO setup
Google is all powerful and their services are now different. So setting up these google services is a must for many reasons.
- Create a Google Account
- Claim your Google business
- Setup Google Analytics
- Setup Google Search Console
All businesses should have a social online presence. In the setup I focus on setting up the big 4 at a minimum.
- Facebook Company Page
- Twitter Account
- LinkedIn company page
- Google+ Page
Email marketing is the best digital marketing tactic for so many reasons. I recommend it to virtually all of the businesses I work with. As such there are two items to check off the list.
- Select an email list management solution
- Setup subscription form
Is one of the most important processes and steps in the checklist. However, many small businesses skip right over this one. That being said monitoring and reporting are only worth doing if you do something with the insights you find. So the checklist items for this one involve:
- Weekly Google Analytics Report
- Schedule a weekly review
The 7 Day FREE marketing strategy crash course
It’s an email course, and once you sign up I’ll deliver a lesson each day for 7 days with insights and exercises to create your strategy.
If you complete the 7 day crash course, as in you have a strategy to show for it, I’ll review your strategy for free! Just send it to me via email, I’ll take 30 minutes or so to review and provide some feedback.
But I’ll only be doing this for the next month. So the final date to submit your strategy for a free review will be June 6th, 2016.
Links & Resources:
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