If you’re reading this blog, you’re probably interested in how advertising can help your business, so you’re probably a business owner. This can mean a small business you run out of your living room, or something that operates on a global scale. Either way, you have something in common with every other business owner.
Your website is one of the most important pieces of your marketing strategy.
Why is this? How can this be more important than your business card? Or your logo? Or that snazzy new brochure?
The reason is actually deceptively simple. It’s the difference between outbound and inbound marketing.
I’ll start by reminding you what outbound marketing is. It’s a more tradition method that has been employed by almost every company in existence. It focuses on sending out flyers, direct mailers, door-to-door sales men, and other such devices. It’s referred to as outbound because you’re pouring all of your energy into sending OUT stuff and hoping it catches someone’s eye at just the right time.
Inbound marketing, then, focuses on drawing people IN. This form of marketing focuses on the individual needs of your customer, and tries to be present exactly when they need you. For instance, you’ve noticed some ants milling around just outside your door now that the weather’s warming up. You know you don’t want them coming inside for water, so you Google “Nearby pest control.” This pulls up three paid ads, and a map with a list of the top three pest controllers in your area. Even better, if you’ve searched this on your phone, one of them probably has a button right there in the google search to call. Maybe you’ll do some research first to see how they’re reviewed, or maybe you’ll just tap to call them right then and there. If you decide to research them before you call, you’ll click on a link and get taken to a landing page that might address your concerns. If you want to learn more about them, you could probably request a free quote from them on that page by submitting your email address.
Do you see how different this is? Inbound marketing focuses on being there in the exact moment you’re needed, at the exact second someone is searching for what you offer. They’ve just said they need what you have.
This is why your website is so important. If you don’t have your website set up in a user-friendly, information-driven, helpful way, you probably won’t get picked to be someone’s pest controller. Or hairdresser. Or personal trainer. People will research the things they need, and pick the one that has the best reviews, the most helpful website, and the best overall customer service.
One final thing to drive my point home: your website is always open. Your business card may show the best ways to get in touch with a person, and that’s great! A website can answer people’s questions while they’re up at 2AM browsing for the best pillows, or a better mattress. It can inform people of the services you offer on their terms, without interrupting their day to try to get ahold of you. It’s a storefront for more than just sales, it’s your digital representative of your entire brand, available 24/7 across all devices.
Doesn’t that sound pretty powerful? Yeah, we think so, too.