Sure, focusing on things like developing new apps, or hopping on the latest design trends or using ‘unconventional’ visuals is all well and good. However, we think that those methods should probably take the back burner, and make way for more important things. Things that will end up making you more money in the long run.
So, here are three (overlooked) components that you should definitely start implementing into your strategy.
1. Understanding Purpose
Before you do anything, you should know what your purpose is. For example, if you’re building a website you first have to establish what the purpose of the site is. In other words, as soon as a visitor lands on your site they should know exactly what service your selling. If it’s not clear what it is, then they might just click off.
This is a very grey area for a lot of, dare say undeveloped, web designers. These kind of web designers often make assumptions and make the needs of the business the purpose. But no matter what you’re doing, whether that’s sales, marketing, PR, or recruiting campaigns, you should be thinking about what the buyers want.
It’s hard to build a purpose around your audience if you don’t really know who they are. Take the time to brainstorm and research the audience you want to reach, find out what they like and which other brands they lean towards. Essentially, the more you know about them, the easier it is to put ourselves in their shoes and in turn, that makes it easier for you to develop the driving content.
2. User-Friendly Website Design
A clever website design is more than just choosing the right layouts, fonts, and colour palette. We truly believe it’s about making your digital marketing goals coincide with the buyer’s needs. So think about user interaction and traffic flow, this will steer your visitors in the right direction. And by 'right direction' we mean lead them to start conversions or purchases.
So how is this achieved?
Start by using good content management systems. Create pages that are stable and fully compatible with mobile devices, generate content that appeals to your buyers’ interest, and demonstrate how you differ from your competitors. These are fundamentals that can be easily overlooked, but we suggest that you don’t. At the end of the day, it doesn’t really matter how great your website looks. If it wasn’t created with performance and growth in mind, then you aren’t going to accomplish your goals.
3. Activation and Engagement
A lot of business owners and executives assume that if they have a good website it will generate its own traffic and interest. Unfortunately, that isn’t true no matter how much we wish it was. It takes a lot of work to get your target audience interested, and it’s even harder to get them to take action. Things, like blogging and being active on social media, will help you to stay involved with your customers, and sometimes drive traffic to your website. However, digital marketing requires far more than that.
You can’t just depend on the little actions, you need to start being involved in events or even hosting your own. Try getting mentioned or featured in online and offline media, do face-to-face networking and start discussions. These pursuits reinforce each other and build a stronger strategy for engagement.