There are plenty of cost-effective ways to market your business online – Facebook advertising, digital banner ads, Google AdWords – the list goes on and on. Your audience is likely browsing on their smartphone anyway, so why not try to reach them where it’s most convenient.
There’s only one small issue with this approach… have you thought about what your website says once someone clicks on those online ads? While your attention is on the advertising, it’s vital that you follow through with what’s on your website. Here are a few things to keep in mind:
Key Messaging: Beyond digital, do you have other pieces in market? Are you speaking the same way across those platforms as well? We recommend setting up key message sets and then using that same content across multiple platforms. By doing so, your audience will become more accustomed to what you have to offer.
Tone: Is your website depicting the same voice that your advertising is? If people land on your site and it suddenly feels like a different organization, they may be turned off. Depending on your business, stay friendly or stay formal on the web. But mostly importantly, stay true to yourself.
Navigation: Making your navigation streamlined and simplified allows users to easily get the information they need. Be straightforward and enticing on your homepage, and break down the navigation in a clear, logical way. You don’t want customers having to hunt down the information they’re looking for.
These simple steps will get you on the right path to keeping your audience informed and engaged. Whether you’re selling a product or selling a service, draw your target audience in using online ads and make sure they stick around once they land on your website to learn more.