“You don’t have to get it perfect, you just have to get it going.”
It’s all too easy to over think something you know you need to do, feeling as though it has to be perfect before you can really get going. If you are thinking about or ready to take your business forward online, this blog will help you get clarity on where to put your focus with three simple steps to creating an impactful and authentic online presence.
So, no doubt by now you have a pretty good idea of how important a website can be in your marketing strategy. The first thing we do when we want to locate a product or service is search online for it. Putting you web presence into a workable plan however, means having a clear focus on what you would like to achieve and where (geographically) you would like to achieve it.
For example, is your website currently, or likely to be, an asset that supports you while you are out at a local networking event i.e. somewhere you can refer contacts to after a creative and engaging discussion? Or is it somewhere you want to draw visitors, generating traffic from across the country or internationally? Maybe it’s a combination of both, but depending on how you answer this, it will help you to think about how you leverage your website and structure the content, as well as the journey you’re going to take your visitors on when they arrive at your site. HubSpot have a great free guide on getting started with your content marketing plan.
Next, and maybe most importantly of all for your long term growth, is looking at whether your message is consistent across all of the platforms you use, and that includes everything you use in print. Consistency is one of the most important aspects of communicating with your customer base, or your wider audience. We feel reassured when we see the same the message in print, on websites and across social media because it creates trust; trust in you and trust in what you’re offering especially when your business is conducted remotely with customers.
The third and final step is taking a look how easy is it for a customer to buy from you or communicate with you when they visit your website. For example, if you are selling products, do you have an online shop which is straight forward to access and clearly signposted for visitors as they travel your website? Or, if you are based in a salon or physical shop, do you have clear directions and a map so that visitors can easily locate you?
Think about your own habits when you visit other people’s websites and ask yourself, if you were a visitor to your own website who wanted to become a customer, how easy would it be? Maybe you offer services instead, once again how easy is it for a visitor to your site to access your contact details, or even make direct contact with you while they are on the page with a question or query.
These steps are just the beginning for creating your customer journey, but working through them will help you to get started. And as we mentioned at the beginning, getting going is far more important than getting it perfect!
To find out more about how Hynek Associates could help you map your customers’ online journey, click here.