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There is a phrase in digital marketing that says, "Content is King". It comes from a prediction made by Bill Gates in 1996 that content would be the driving force behind the internet. Turns out, he was right. Useful, relevant content is the most important part of your website. Fresh content is even better.

A website's content should answer customer questions, provide news, or provide information relating to your business or industry. Content can drive traffic, both new and returning to your website because it provides information that potential customers are interested in. Content can come in the form of blog posts, infographics, videos, etc. Each of these things, when offering value to visitors can bring a significant amount of traffic your way.

So, what is considered "fresh" content?

It's not as simple as just making a slight change to an existing page or updating a link. In order for updated or new content to have the desired effect, the changes need to be significant such as new pages. Adding a new blog post, a new project or portfolio page, regularly updated company news, etc.

1. Blog

I recommend a blog to just about every business I speak to. Blogging has great benefits for multiple reasons. Not only does a blog provide a steady stream of fresh content but it will establish you as an authority in your field. Offering your website visitors knowledge by answering questions or keeping them abreast of industry trends will keep them coming back for more.

2. Project or portfolio page

Let your work speak for itself. Update your website with your latest work. Let this page act as a sort of digital resume. I suggest using 3-5 photos/videos, project highlights and a short descriptive paragraph using keywords related to your services.

3. Company News

There is always something to talk about when it comes to your company. Featured employee... employee promotions... new location... new product/service... sale or promotion... corporate event... community service participation... You get the idea.

Get More Mileage from Your Content: Repurposing Strategies

Want to know the best part of each of these strategies? All of this content can be repurposed into other types of digital content. Each of these can be used in different ways across your social media platforms driving traffic back to your website. You can turn blog posts into micro posts giving enticing snippets to your users. Company news can be featured on social platforms driving customers back to your site to learn more or grab that sale item before it's gone. Your current projects can be featured on news outlets as well as your own socials.

Take a look at your website and evaluate areas for improvement. Do you need an entirely new design, or should you just level up your content to better serve your audience?

In today's fast-paced, social media-focused marketing environment, do you still "need" a website?

The answer is a resounding, "YES"!

Folks, your website is the #1 marketing tool you have. If you don't yet have one or yours’ is looking a little "meh", we need to talk.

Yeah, social media is great for attracting your audience to your business, but guess what, it should NOT be the singular focus of your marketing efforts. Social media is essential to small business marketing and growth. But, there is value in a website that social media cannot provide.

As a business owner, you need a clear place to direct new customers and client leads who are interested in what you do and how you may be able to help them.

Here are 5 reasons why your website is your #1 marketing tool.

1. Your Website is One of the Only Platforms You Own.

You are likely investing a lot of time in social media. But your social media accounts are owned by someone else. These accounts can be shut down, blocked, and even censored - at any time. When you launch a Wordpress, Wix or Squarespace website for your business, you own that online platform, and you’ll have complete control and ownership over everything on your site. All the content you share belongs to you and can never be taken away. Your website should be the "hub" of your business, storing all pertinent information not available on social posts.

*Think location, service descriptions, add-ons, blog, and contact information. *

2. Your Website Makes You Credible.

Your website is what will distinguish you as a professional in your field and not simply someone with a side hustle. Your website will take your marketing game to the next level. It is hard to give all the details in social posts. When your client lead wants to know more about your business solutions, expertise, and how to get in touch, your website is where it's at. A website allows visitors to navigate around and through all aspects of your business including information that shows your trustworthiness and authority.

3. Your Website Gathers Data.

Your website continuously records data on every visit to your site. This is incredibly valuable information that will let you get to know your audience and their needs better. You can track visits, downloads, time on page, sales, referrals, etc. which allows you to make informed decisions about marketing strategy and results in more targeted efforts.

4. Your Website Allows You to Use Sales Funnels

Without a website, where do you send your social media traffic? Social media is great for capturing leads, but where are you going to close the sale? Your website should be the second step in a sales funnel, leading your traffic through a set of specific pages related to the products or services they are interested in. When they get to the end, your website will offer opportunities to contact you or complete a purchase.

5. There Are No Limits on Your Website Reach.

While social media outlets are great places to share content with new audiences, they are still limited to only those users engaged on that particular social platform. Platforms like Google allow for unlimited reach. Optimizing your website using SEO best practices makes it easily found by your ideal clients through search engines and organic search results. This is most helpful for businesses without a brick-and-mortar location.

Using social media to gather attention and peak interest is great but, make sure that you are then driving that traffic to your website to further warm your leads.  Be sure your website reflects your brand, clearly illustrates the value in your products and services, and offers ways to engage with you.


Does your site do all of these things?

Work with me to launch/relaunch your website.

I can help you create your initial website, update your existing website, or develop a fully-redesigned site. Whether you need a simple, single-page site or a larger, multi-functional site, we can work together to create a personalized online experience for your customers. Contact me here to get started.

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