The Website is Back: Why you need website advice more than ever.

In recent years, the mantra “social media is king” echoed throughout the business world, leading many to believe that traditional websites were becoming obsolete. 

However, the tide has turned. Today, websites are making a robust comeback, serving as essential tools for customers to thoroughly research and compare products and services before even approaching vendors.

In this article, we’ll explore why professional website advice is crucial for your business and how an effective website integrates seamlessly into a comprehensive marketing strategy.

The Rise and Fall (and Rise Again) of Websites

Remember a few years ago when everyone was saying that social media platforms like Facebook, Instagram and others were all you needed for business promotion? 

Websites were seen as static relics of the past. But fast-forward to today, and the brandscape has changed.

According to recent studies, more than 80% of consumers now visit a business’s website before making a purchase decision. This shift highlights a critical trend: websites are once again at the forefront, providing detailed, credible information that social media simply can’t match. Comparisons and reviews are indispensable activities for customers.

The Marcus Sheridan Effect: They Ask, You Answer

Enter Marcus Sheridan and his transformative book, “They Ask, You Answer.” Sheridan’s philosophy is straightforward but profound: businesses thrive when they become educators and answer the questions their customers are asking.

In “They Ask, You Answer,” Sheridan emphasises the importance of transparency and information-sharing on your website. This approach not only builds trust but also positions your business as an authority in your industry. A carefully considered website that answers customer questions comprehensively is no longer optional—it’s essential.

What do I mean by website advice and why you need it?

I’m not talking about hiring a web designer – although they’re great at producing good-looking sites, nor do I mean briefing a developer or site builder. All are really important for helping get your essential site live.

What’s needed is impartial website advice – that’s unique to your business and where you want to take it. It’s probably a matter of sitting down with your key team, and perhaps calling in a business or marketing adviser to provide an objective view. 

Most important, ask your customers. Why do they buy from you? What information do they need to make a buying decision? How well do they think your website performs?

Integrating Websites into Your Marketing Strategy

In today’s digital age, a well-thought out  website is the linchpin of an effective marketing strategy. Here’s why:

• Strategic Importance: Your website is your digital storefront—open 24/7. It’s where potential customers come to learn about your business, products, and services in depth.
• Complementing Social Media: While social media is great for engagement and community building, your website is a centralised hub for detailed content and customer interactions.
• Future-Proofing Your Business: As consumer behaviours evolve, a robust website keeps vital buying information up-to-date. It can evolve as fast as market environments change

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Embrace the Website Renaissance

Websites have made a triumphant return to the spotlight. They are indispensable tools for informing and engaging customers in today’s marketplace. By adopting Marcus Sheridan’s “They Ask, You Answer” approach, seeking sound advice and listening to customers, you can ensure your site content meets expectations and drives growth.

Seize the initiative. Take a hard look at your website today – from a customer’s viewpoint.  Review and take advice on its performance – and potential. Remember, in the ever-evolving digital landscape, an effective website is not just an asset – it’s a necessity.

For an SME Creating a marketing strategy may seem like a complex process.

That’s one of the reasons that owners and managers often ignore strategy and jump straight to tactics. They’re anxious to get some marketing tasks underway. Just do something! Any action seems more attractive  than tackling the common challenges encountered in strategy creation.

Unfortunately adopting this approach is sure to lead to poor results and wasted time and money. It’s like jumping in a car and starting driving without a clear idea where you’re going.

Let’s make sound strategic market  planning painless. 

Here are five of the top problems and potential solutions to overcome them:

Lack of Clear Goals: One of the most common issues is not having well-defined and measurable objectives for the marketing strategy. Without clear goals, it’s going to be an uphill task building a focused and effective plan.

Solution: Start by establishing goals. One approach is to use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) that align with the overall business objectives. You’ve probably heard this before – and with good reason. It’s the cornerstone of a marketing strategy. Writing your goal down keeps it at the front of mind.

Not enough Audience Understanding: Without a sound understanding of the target audience, SME owners struggle to create messaging and campaigns that connect with customers.

Solution: Invest time and resources in research to gain insights into the audiences. Understand the demographics – who, what and where the people are. But importantly understand their behaviours – what do they need and want, and how do they go about making choices.

You can use tools such as surveys, interviews, social media analytics, and customer data analysis to gather relevant information. But often there’s also a great deal of useful knowledge already in your business – you and your team can be a great place to start.

Budget Constraints: A really common one. Starting off with the view; ‘We can’t afford a marketing strategy’, limits vision and can cause paralysis. Doing nothing is a poor option.

Solution: Prioritise marketing initiatives based on their potential return on investment (ROI) and allocate resources accordingly. Rather than;  ‘We can’t afford a marketing strategy’, start with; ‘What do we need?’ and ‘What can we afford?’

I’ve seen some amazingly successful marketing achieved on tiny budgets. The answer is look for great ideas – the message rather than the media. Choose cost-effective strategies such as digital marketing, content marketing, and social media advertising. Also, consider exploring partnerships or collaborations with complementary businesses to extend your reach without increasing costs significantly.

Competition and Saturation: In crowded markets, standing out from competitors and capturing the attention of consumers can be challenging.

Solution: Analyse the competition. Understand their strengths and weaknesses – and compare them to yours. Differentiate your brand by emphasising what makes you special. Highlight your brand’s values, and offer innovative solutions to customer pain points.

Lack of Integration and Coordination: One of the issues with businesses who have applied mainly tactical approaches, is that they may become busy fools. They spread their effort across multiple channels and activities – the scatter-gun approach. Messages become duplicated, confused and lacking relevance. Budget is wasted.

Solution: Develop an integrated marketing communications plan that aligns messaging and branding across all channels.  Include digital, social media, traditional advertising, and public relations in a single plan.  Make this the map for everyone involved in executing the marketing strategy to ensure consistency and coherence.

A marketing strategy is not difficult. It should not be a big, fat document that passes the ‘calliper test’. Make it short and concise. Address these common challenges with thoughtful planning, and any business can develop effective marketing strategies that drive growth and achieve their objectives.