Marketing Strategy

Your website success must be planned for…

Before we dive deep into the wonderful world of websites, we need to talk a bit about marketing strategy. (We’ll go over some marketing tactics later on for now…)

For many small business owners it might seem like having a successful website (one that helps grow your business) is more like an accident or a lucky happenstance. But in reality it is about hard work and strategy.

Marketing Strategy is the overall game plan of turning your website visitors into paying customers or clients.

I’m a business owner like you, so I understand the pressures of running a small operation and how important it is for you to invest your money into the best customer-getting methods you can find…without draining your checking account.

Ultimately your website success will come from you sitting down and developing a solid marketing strategy — one that will actually work for you.

So the main question you have to answer is…


Do you want to:

  • Generate leads
  • Make sales
  • Build a brand
  • Engage with customers
  • Attract employees
  • Provide support for your sales team

As a small business owner, my main goals are lead generation and making more sales. Your goals could be wildly different but you do need to have them before you even think about hiring a web designer.

A Simple Web Marketing Strategy

Remember I said that marketing strategy was just a game plan to reach out to potential customers?

Here in four simple words is a strategy almost every business can use. You need to think about how to use your website to…

Connect, Communicate, Convince & Convert

Connect – “How do you help your customers?” Small business websites that focus on solving customer problems always attract more attention and build better online visibility than other sites. A customer-centric website can create a steady stream of traffic to your business.

Communicate – “Do you tell your visitors what they want to know?” Do you create educational content like articles, videos, audio files, reports for your potential customers?  Good, quality content helps engage the interest of prospective customers and makes you stand out from the crowd.

Convince – “How will you keep potential customers interacting with your site (your business)?” They say the ‘fortune is in the follow-up’ — so how to do you plan to follow up with your visitors? Are you going to use email lists and videos or just social media, to build rapport and develop relationships with them?

Convert – “What system do you use to turn visitors into leads and sales?”  Most small business people use some type of in-person sales funnel or lead generation system. How are you going to use your website to connect to your process? Do you want email inquires, phone calls or in-store foot traffic?

Before you continue you should take a moment, and really think about the above marketing principles. What are your business goals? How can you use your website to get what you want AND need?

You need to know these principles because no website, no matter how impressive will produce the leads or in-store traffic you want unless it is backed up by an effective marketing strategy.