What is your website really used for?
One of my clients yesterday said to me that they Google searched an obscure term, and Marketing Eye came up. He was surprised, but I guess, not as surprised as I was.
A website, if it is search engine optimised, comes up on search engines. That is the purpose. Right? You invest all of this money, time and effort into ensuring that your website comes up trumps when prospects, clients and stakeholders are looking for your company or a company that provides your products or services.
But who else visits your website and why?
Competitors wanting to know what you are up toEvery person has done a competitor search at some time. It's a great way to see what your competitors are doing and how they are doing it. While I cannot attest to spending too much time on this, I know that it is a must-do for every company as "no online strategy can be independent of the enemy". We need to know what our competitors are doing to make sure we understand their value to prospects and clients. Then, as any smart entrepreneur would know, we 'do the complete opposite'.
People you and your employees meet in bars, on trains, in the libraryIt's Friday night, and the team is off to FOG Prahran for an after work drink. One of your younger graduates starts chatting to someone at the bar. They say that they work at Marketing Eye. Then, they remember that they are there for work drinks, so they must not be rude. The person they were speaking to immediately pulls out their mobile phone, Google's the company name and the first name of the person, and up pops a profile in the company that they work for and their history of employment. It's as simple as that.
Prospects who are looking for a product or serviceWe invest all of this money in building a website, providing up-to-date content and trying every trick in the book to lure prospects to our website's so that we can hopefully get a sale. When a prospect comes to your website, they need to know what services or products you offer in a nanosecond and they need to feel like you can provide them with what they are looking for. If your website does this, then you are 80% closer to getting a sale and ensuring that your website gives you a ROI.
Journalists looking for information or an interviewIt happens all the time. Journalists do their research and then they find people that they deem worthy of interviewing. It is very important that every website has a media section that is up-to-date. I realised yesterday that my profile is so out of date that it is in fact embarrassing. Make sure you include photographs of yourself, profile, company profile and ways in which to make contact with you.
Researchers and people seeking information on your industry or companyContent is king. We all know that. But where do we draw the line in the sand? As a company, Marketing Eye knows that in order to attract the best people and to engage our clients and prospects, we need to be content rich. Why do you think we write a blog? It's not because I am bored, but because we believe that "content drives connections". If your business is in an area that can add value for research purposes through White Papers, or through your opinions, then why not share it?
The company blog that has everyone in stitchesWith not a humorous bone in my body, I unfortunately cannot entertain people on my blog with great humour, but what I do share is experiences, both personal and professionally. And, it keeps thousands of people coming back for more. People are interested in a variety of topics, so by having a company blog that is informative and shows your personality, you may find a loyal follower and potential client. I know I do.
Someone has subscribed to your RSS FeedBe careful what you publish because if someone has subscribed to your RSS feed, they will have an update on your website in minutes.
Potential EmployeesPotential employees come to your website to check out what type of company you are, what you do and anything they can so that they can make a more informed decision as to whether they would like to work for your company. Always include a section for potential employees to submit their CV's or connect with you.
Search Engine OptimisationIf you are anything like Marketing Eye, you haven't invested money in adwords or alike, but instead spend time search engine optimising your website. We come up on the first page for all of the words important to our company like "marketing consultant sydney" "marketing consultant melbourne" "marketing sydney" "marketing consultant gold coast" "marketing consultant townsville" "marketing consultant atlanta" "small business marketing sydney" etc. Make sure you have done the research and analysis of what keywords are important to your business and that you SEO it. Remember SEO is not a job you do once. You need to invest time in it every week.
There are many reasons why people come to your website which makes it all the more important to ensure that it is up-to-date and error free. Why do people come to your website?