You possess a great vision; your research is thorough, you’ve mapped your business strategy and devised a killer marketing campaign, and now it’s time to kick off. However, before you do that, take some time out to take stock of your online presence.
You may suffer from a shortage of time and capital, but it is important to remember that an online presence of your company, product or service can provide an excellent return on investment. An optimized website can be a cost-effective means of generating leads and sales. Furthermore, a company’s website should always be considered a company’s “hub” in the digital space. A well designed website gives companies the opportunity to clearly reflect their brand identity. Social media channels should never replace a website, rather they should serve as tools to pull a company’s audience back to the website.
In contrast to recent trends that emphasize a strong social media presence, many start-ups are beginning to see the value in owning and maintaining their own website. The following factors contribute to that decision in a major way:
Having and owning your own website, domain name, email address and communications infrastructure ensures that you will always have a dependable, easily accessible online presence, of which you have complete control. This is crucial for attracting and retaining a customer base. Social media is important, but don’t assume that all your target audience is present on every social network, or that your preferred social media platforms will even be there in the future.
Having your own website need not cost the world. There are a lot of solutions available to businesses who wish to build and own their website. A website can come with little need for technical know-how, minimal up-front costs, technical support, 24/7 customer service and even traffic analytics packages.
Your customers are most certainly making purchase decisions based on their online research. Having your website provide that target audience with information on your brand and offerings will be an immense benefit. Having a well-maintained, high-ranking website is key to catching up with, and staying ahead of the competition online. If you neglect your online presence, then you risk losing genuine leads that you may have worked very hard to generate elsewhere.
Having your own website provides the ability to monitor and assess the traffic. Add analytics tracking to your website, and begin collecting valuable information on your visitors’ habits, as they view and navigate your site. This can be extremely useful while considering changes and improvements to your site or your content strategy.
A Website Is a Home for Your Brand
Your website is the ideal, centralized platform for housing, distributing and measuring your digital marketing campaign and content marketing strategy. As a brand platform and space to fully showcase your brand identity, websites can create valuable content to distribute across digital mediums which in turn can boost Google rankings. This makes your start-up more visible and competitive online.
A website is a digital business card and at any given time a potential customer or investor could be looking you up online. You may not always be available to engage with your audience on any of the multiple social media platforms. Maintaining a website with helpful information, contact details, and engaging content can be the greatest benefit for you as well as your customers.
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