When you’re considering multiple marketing opportunities it doesn’t have to be an either/or decision. A website is the perfect partner for practically any marketing method.
A website is your online base of operations. It’s a place to follow-up, to give more information, to say what you didn’t have the space or time to say in your brochure, phone book ad, billboard or radio spot. As such, a website pairs nicely with just about any advertising medium you’re considering.
Offer the Next Step
The next step is always crucial with any marketing: How do people respond? In many cases a marketing method won’t be able to give a full pitch. There’s only so much space. Which is why a website is so perfect. Point people to your website as a low-pressure place to get more information and take the next step. Just make sure the next step is clear on your website—order online, call for an appointment, etc.
Make your marketing more effective by pointing to specifics. Advertising your business in general may be fine, but it might work better to pitch a specific deal or a unique service. If your marketing is specific, make sure the follow up on your site matches. Either point people to a specific page that directly responds to the marketing (maybe it’s a unique url like yourbiz.com/deal) or make sure it’s easy to find on the homepage.
One of the crucial ways a website can partner with your other marketing efforts is by answering questions. A billboard is just too small and a radio ad is just too short to answer every potential question. Take advantage of a website’s unlimited space by answering questions.
Your website is a way to show your credibility. If your other marketing efforts got people to your website, they’re at least interested. Now it’s time to show that you’ve got what it takes. Back up your claims. Be professional. Give potential customers a reason to trust you. Here is the place to pull out your professional associations, your training, your glowing recommendations or whatever you have that will lend your business credibility.
In short, a website has your marketing’s back.