In planning a marketing strategy, you must have a holistic view of all the pieces affecting your efforts. Marketing isn’t just limited to social media or advertising. It encompasses a full range of avenues, including web strategy. While not all marketers work in the web space, becoming more aware of web design and how it contributes to results may help you determine areas for opportunity. The following are a few ways marketing efforts may be affected by the success or lack thereof of a brand’s website.
Conversions
For retailers and other consumer goods businesses, turning an online follower into a consumer is a key part of digital marketing. As a marketer, you may develop a campaign that pushes your consumers to buy products on the website. In these scenarios, you need to feel confident that consumers will continue to feel motivated to buy once they land on the website. If a consumer lands on a website that is clunky and difficult to navigate, they will lose interest.
Calls to action, often inserted as buttons or headlines on websites, are critical in motivating web visitors to convert into consumers. A “contact us” button fits well in digital marketing for law firms or B2B businesses, whereas others may find it beneficial to have a “subscribe” or “shop now” headline. In these scenarios, staying linked with your web designers will help ensure you create a holistic experience that benefits both the consumer and business.
Content Hosting
Many brands create a unique experience on their websites that exceeds what can be found across social media platforms. If you’re running a big campaign, for instance, it may feel important to you to highlight key details on the homepage. Your campaign may even require special features like a sign-up box or fun game. In these scenarios, your site’s web design and capabilities become very critical in getting your message across.
It’s also critical in content strategy, like the publishing of blogs, public releases, or tutorials. Content marketing can be a strong tactic for many businesses, but if a website isn’t designed for a good readership experience, the approach can fall flat. The website should make it easy for visitors to flip through articles in the content library. It’s also ideal for your feed to be easy to find from the homepage, in case other web visitors are curious. Whether you have a limited time message or a continuous content strategy, good web design will keep your consumers engaged.
Brand Trust
A well-designed website does a lot for company credibility. When someone lands on a well-built site, they are affirmed that the company has the budget and team to create a great online presence. Consistency from the site to other avenues like social media and brick-and-mortar stores will give a sense of familiarity to web visitors too. This trust can turn into loyalty, and can eventually impact the amount of success you experience in your marketing efforts. Those who enjoy using your website may feel more inclined to engage with your brand elsewhere.
If there is a lack of brand consistency, it can create a confusing experience for the consumer. They may start to lose confidence in your business. Consumers notice when pieces don’t match up, like different logos used across the board. If they don’t see consistency between your marketing materials and the website, then how will they know they are going to the right place to buy the product? For this reason, web and marketing teams must stay on the same page during rebrands and new projects.
Cross-Team Collaboration
Another way where web design may affect your efforts is when the team ultimately needs your help spreading the word. While web developers may need to follow your lead at times to ensure the brand strategy is consistent, their projects may require some additional collaboration from you as well. As a marketer, you often have access to different audiences across the board. Web designers may lean on you to promote new features to help them reach their own team goals.
Customer service often bleeds a little into a marketing team’s lane with social media and community management. When the company website is down or has technical issues, the web team may rely on you to relay important information to those complaining online. All in all, both marketing and web teams want to keep consumers engaged and encourage company growth. Learning how to best collaborate with your web partners will help your brand be successful online from all angles.
Reach Your Goals Together
At the end of the day, marketing professionals will be working toward similar business goals as their web counterparts. Web design plays a role in the success of marketing campaigns, brand trust, content strategy, and conversion rates. So when joining a new organization, or unveiling a new website, it’s best to stay engaged in website goals.
When you’re on the same page as the web team, you can best contribute to the overall marketing strategy. You can encourage the business to grow in ways that will help the company and your team-specific goals. Working in silos seems like an easy option, but joining forces for the success of your brand will be worth the effort.
Editorial Staff of the TechnoRoll, are a bunch of Tech Writers, who are writing on the trending topics related to technology news and gadgets reviews.
