Technological advancements in the past two decades have added a new dimension to the way we communicate, shop and interact on a day to day basis. The spread of internet use has created a very unique and cost effective opportunity for businesses to reach customers and interact with them. At the same time, websites have become an important tool for customers to get in touch with their favorite businesses.
In order to design your website as an effective marketing tool, it should provide information that fulfills the immediate needs of your site visitors. onzepagina This is a basic principle of good usability. If your website goals are not compatible with the immediate needs of your visitors, and if your site doesn’t generate potential sale leads, you should start to redesign your website as effective marketing tool. Let’s take a look at these nine key concepts that you should consider:
From appearance to performance
Communication is essential
Easy and effective content sharing
Give away valuables
Use drip content marketing
Create optimized landing pages
Use visual marketing
Attract and retain your ideal client
Build your reputation and credibility
1. From appearance to performance
According to constant contact 98% percent of small business owners already use their website as primary marketing tool. It is therefore essential that your site does not only look nice, but also performs well regarding your marketing goals. You should shift the way you think about your site from appearance to performance. Make the performance of your website your major concern for all design decision.
98% percent of small business owners use their website as an effective marketing tool.
Certainly, the visual aspect still plays an important role for the overall success of your website. However, if the visual appearance is not in line with your desired performance, don’t hesitate to let go and focus on a more promising alternative.
2. Communication is essential
When creating a website, one of the most important aspects is to focus on whether your website communicates effectively with your visitor. Communication can be one-sided or two-sided. Any design element pretty much communicates something. Some of the basic design elements that can help you communicate with your visitors effectively are:
Titles and headers
However, all these design elements only allow for a one-sided communication. They tell your visitors something about you, your content, and anything you want to tell them. Only when your visitors get the chance to interact with your site, you create a two-sided communication. Here are some examples of two-sided communication:
Contact form / contact details
Social media platforms
Social media sharing
Customer ratings & references
Websites that can effectively communicate with their visitor’s benefits can bring in several results. For example, a website design that allows for good communication can help you to:
Improve your branding
Reduce bounce rates
Generate more leads, sales, and subscribers
3. Easy and effective content sharing
Sharing content can increase traffic and encourage conversation with potential consumers. Relevant and consumer preferred social plugins or tools can be very helpful in marketing your content effectively. As seen below is an example of how Amazon offers sharing options for their products.
* Amazon offers multiple social media icon for content sharing.*
On the other hand, Smashing Magazine felt that social buttons such as the “Facebook like” button are not a very effective tool in generating traffic. Instead, they were more successful in generating traffic by using “Facebook sharing”.
Facebook discovered that readers rather share content than that they “like” it.
According to the Content Marketing Institute study, article posting and social media (excluding blogs) are the most popular tactics that can help in marketing your content very effectively and are currently used by 79% and 74% of B2B marketers, respectively.
Here is what you can do to provide and promote good content:
Publish regularly high quality content on your blog
Publish detailed white papers with in-depth insights for your customers
Create videos with relevant content on your product or service or on related topics
Publish case studies with customer success stories
Twitter is the most popular social media channel among content marketers. However, there is an increased adaption between 2011 and 2012 for all popular social media channels:
YouTube: 47% increase
LinkedIn: 39% increase
Twitter: 35% increase
Facebook: 30% increase