September 21, 2015
It would be much easier if it were enough. Unfortunately, much like a gym membership isn’t the key to a toned body, the key to more revenue isn’t just a website. “If you build it, they will come.” Sorry Kevin Costner, but this doesn’t work in the real world. A better line is: build it, market it correctly, and they will come.
A website is only the first necessary step in a lengthy marketing process. Back to our gym example, this is only the act of signing up for the gym, but before you get toned, you’ll have to sweat a lot.The same goes for a website. First you have to create a professional, well-designed and functional website. Then, you have to market it. (This is the sweat part.)
An active marketing strategy requires time to plan and time to implement. If your staff isn't going to implement it, your website was a waste of money. Branding and marketing have to be well-maintained and executed to get your target audience to visit your site.
There is absolutely no sense in having a new website if your audience won't visit it, and it won't generate dollars for you. So before your create a new website, keep in mind that there will have to be content, search engine optimization, search engine marketing, emails, and social media to make the most of it. These digital actions represent a minimum of all the tasks that you will have to undertake to generate revenue.
If you aren't sure who will handle each of the line items above, consider outsourcing or partnering with a marketing agency. If that is not possible, begin by understanding the skill set available to you, and see how your staff’s schedule can accommodate additional tasks. For example, if you are thinking of letting your administrative assistant handle blog writing, find out how much disposable time he/she has. Can this person commit to writing blogs in the recommended amount of 2,000 words per month? If she does have the time to draft two to three blogs a week, you'll want to find out how strong her writing skills are.
As a rule of thumb, you should allow two and a half hours per blog, including research, writing, editing and posting. Additionally, it is important to spend a minimum of four hours publicizing the blog and driving traffic to your site.
Generating traffic to a website through social media, SEO, content, digital ads and more can take anywhere from ten to fifteen hours a week— for the skilled professional. Someone that lacks experience and who doesn't regularly generate content or manage a marketing strategy will take close to twenty-five hours a week. With that said, it might involve spreading the tasks to multiple staff members, and hoping that they can coordinate their respective assignments.
The best solutions usually involve an in-house marketing team or an outsourced marketing agency. Handling on-going marketing efforts with little experience and time can result in your asset sitting there with little traffic, ultimately leading to reduced conversion rates. A website is a tool that helps to convert your prospects into existing clients, but you need to get people there.
It is important that you not only buy the gym membership, but also that you put in the work to get the body of your dreams, a principle that also applies to creating a new website. To find out more about your website, give us a call.