Written by Jessica Ann on October 30th, 2013
How to Market Your Website with Meaning
Marketing your website with more meaning doesn’t mean you need to dive through the depths of your domain . Sometimes the most succinct way to market your website with meaning is to simplify. Here are some other ideas to think about:
Approach your marketing from the standpoint of what you have to offer. Potential clients do not want to hear exclusively about you and your company, no matter how much you may think they do. Let’s say that you manage a local sports bar and grill. Rather than focusing on company history, how about empowering your customers to talk about your award winning nachos? Everybody loves nachos. And when you showcase happy customers, your marketing is no longer all about you. Remember that your business is about your customers and what you have to offer them. Not the other way around.
Make sure to place the content on your website in an organized, simple way. Add content that provides value to your customers rather than information that will just sit for readers to sift through. Simplicity with your content allows your customers to have an easier time navigating your website and results in a better user experience. Consider adding tips, how to’s, or a blog with interesting stories. The stories that are compelling and have an emotional tie-in will keep readers coming back to your site. This often results in higher sales volumes over time.
It seems obvious but many businesses fail to understand why they’re marketing…or even worse, why they’re in business in the first place. If you went into business because there are no other nachos like yours in the area, put it front in center in every customer touch point. Make it abundantly clear that your nachos are so good it’s worth the plane trip from Nashville for the treat. This is a simplified example. If you have a deeper reason, you can use that too. Just make sure that your deeper reasons for going into business is conveyed in a relatable, accessible way.
If you’ve advertised in the past and it didn’t work, it may be because you’re now competing with content marketing. Content marketing will continue to dominate because it can generate a high amount of traffic that often yields higher sales than any paid advertising. The content that you create for your website is the backbone of your marketing. Useful, relevant content reaps rewards. And it’s a great way to drive visitors to your website.
Make sure your conversations don’t sound stiff and contrived. Make small talk occasionally and don’t be afraid to gently stray from the main topic occasionally. This connects you and your business to your customers in a more authentic way. Take the time to interact and thank your customers for listening and sharing your content.
Explain what your business does in an easy, relatable way and try not to overthink the meaningfulness of your approach. It’s often better to have a simple website that explains the basics than to have a convoluted mess that leaves more questions than answers. When you put a strategy in place from the start and direct more meaning to your domain, you allow new customers to nosh on those award-winning nachos and spread the word. Now, that’s some nifty meaning behind your brand.