Not very long ago the service website was an extension of a firm’s print collateral. It was little more than an online brochure, presenting basic information about the company. More recently, however, the function of the website has begun to shift from providing general information to generating qualified leads.
This excerpt from Sean McVey’s guest article on the marketing website Valuable Content sums up really well how a high-performing website is now a rival to the traditional golden word-of-mouth referral; a long-built standard for even the small and micro business today.
Adding creative content to a website that implores the reader to re-visit for more tid-bits, is a device being used by successful business websites.
To translate into jargon-free terms, for a creative business and individual, if you want to generate more sales through your website it’s important to allow your visitor to interact with it, maybe download a research article as Sean McVey suggests, or read an guest blog post you’ve submitted.
Another area would be to consider how your professional profile and your overall businesses digital presence feeds into your new website. When approaching a digital marketing project it’s easier digested by breaking the creative content into three stages;
Analysis and Research: The basis of any time and resources invested in developing a brand, it’s status and digital presence should start with a good foundation of research.
Creative consultancy can help identify where your product sits in the marketplace and how will this be established by a new web design and social media networks. There are going to be key marketing activities, such as tailoring any social media profiles, writing copy that fits each market sector, helping build a stronger identity for your creative business.
Implementation: To fulfil your website’s sales destiny it’s important to produce consistent brand, product and personal messages for business to use in all marketing outputs.
Information can be added to your new beautiful creative website that allows it to be found easier by search engines, identified correctly, and viewed as reputable by it’s visitors. Adding a social media network to your digital presence, approached with the same creative content strategy, lets you monitor, listen and correspond with your clients, consumers, suppliers and the media.
Monitoring and Measurement: It is important that you can use, monitor and see who is using your new website and digital marketing networks, what areas are popular, where it needs tweeking and identify how well it is running in terms of driving sales.
Even better is to see how the new measures against the old: in conjunction with starting social media activities such as a Twitter account, its possible to measure a return on your investments, where visitors ‘land’ into your site, and how any social networks feed traffic to your site, and in turn how any of this correlates with increased orders.
Creative content for creative business is a mouthful, but as part of consultancy services to creative business, it’s very possible to add value to your web presence and grow your business.
Let me know if I can propose some digital content for your business – Laura K Pollard.