As email subscribers know I've recently made the decision to change the focus of my website from general marketing to website marketing for businesses. This is why I started my business and the help that almost all my clients want so it just makes sense. Plus I have a lot more expertise in this particular area.
What does website marketing mean?
When I talk about website marketing I don't just mean getting more traffic or Search Engine Optimization (SEO) either. Personally I prefer to focus on improving website conversion before spending a lot of time sending traffic to it. That way the results will be a lot better when the traffic does get added.
Unfortunately most business owners think that traffic is king when it comes to the internet. But it's not their fault... there are experts at every corner promising you more website visitors and riches beyond your wildest dreams. They just fail to mention that if your website doesn't sell anything then all the traffic in the world won't save you.
The real responsibility of your website
I believe website marketing means creating a relationship with visitors when they arrive at your website. Part of this is the way you present your content and your business. But a big part is collecting email addresses so you can start to build on that initial relationship.
You can expect to sell about 1-2% of people the first time they visit your website. But if you bother to take the time to form a relationship with them then that figure will be a lot higher. It's similar to the band who has a one-hit wonder versus the band who turns out great albums year after year.
Avoiding the social media buzz
With social media buzzwords flying around constantly now it's important to remember what it's all about. Sure we have some great new tools for communicating with people around the world... and some useless ones as well. But in the end it's all about building a relationship.
It doesn't matter whether this relationship is built over email, or Twitter, or Facebook, or YouTube... or even through newspapers, physical mail, fax or phone. It's still about the relationship and how you provide value through that relationship. In my opinion you should be using a wide variety of these media to connect with your prospects and clients.
Remember what your objective really is
There is no best answer... there is no almighty social media property that you should base your business around. That would be like having a store but deciding a phone was too much inconvenience. Smart business owners realize a phone is a great tool to supplement their business and it's the same with social media.
So my message for you is to focus on the relationship you're building with your website visitors no matter what media you're using. By creating a valuable relationship your sales will rise almost without effort. Because people buy from those they know and trust.
What you do next
Take a look at your website and decide whether you're building a relationship or just simply stating what you do. Are you offering valuable information? Are you collecting contact details to send this information with?
Building a relationship isn't hard... just imagine what you'd do if the person was right in front of you and go from your gut. You'll be amazed at the results.
