Your Website is a Marketing Hub

By Kyle McCabe | October 15, 2009

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I wrote the other day that you already “do” marketing by having a presence in the marketplace – your storefront. From there, all your business activity is, or should be, focused on bringing customers in the door.

So unless you’re an online business, your brick-and-mortar store is the hub of your marketing efforts. Your website, then, should be the hub for your online marketing, and in turn, should point customers to your store.

If you sell products directly from your website, customers are already “at” your store. But even if you don’t have that e-commerce element, you’re still making a pitch of some sort to your web visitors, and trying to convince them to take an action.

Customers should be able to find all they need to know about you on your website. People make buying decisions in all kinds of places – many while sitting at home on a computer looking at a website. The website should be the hub, the focal point for all of your activity on the web: email, newsletters, blogs, social media, ads, articles, videos, etc. – all this online activity should somehow point back to your website, just as the website points to your physical store.

The website should also be tied to your offline marketing. If your website URL (http://www.yourdomain.com) is not on your business cards and other collateral, it should be. Every advertising campaign you do should involve the website. If you “fish where the fish are,” your website is critical, since most Americans – and most of the industrialized world – use the internet.

Takeaway point: your website is the most important part of your web presence. Write a newsletter, create a blog, engage in social media, but always remember your website is the hub, and the conduit from digital to brick-and-mortar.

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Photo courtesy of ndrwfgg

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