Effective marketing post-launch

website-as-tool

Once you launch your website, it’s okay to take a break and catch your breath. A launch can take a significant number of marketing hours revising content, reviewing designs and approving. But don’t launch and forget about it!

Your website should be used as a ongoing marketing tool for your organization. How you use it depends on your unique needs, resources and marketing approach. Here are four examples of things our clients have done:

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Add new content

Let’s start off with a simple one — update your content. Making edits to your website content is an easy and no-cost way to update your site. You can change out images or homepage copy, modify your services page or add a case study. While a blog isn’t for everyone (you need to know if it’s right for your brand and audience) a blog can be a great place to share resources for clients and establish your brand’s voice. Liz Markel, Founder and Photographer at Tipping Point Photography, uses her blog to share stories from her local and global adventures. She also shares images, but her posts are more than just portfolio pieces. She uses her blog to tell her story and share insight into her process in a very authentic way. You can tell after browsing a few posts that she is passionate about capturing a moment in time and sense the experience working with her is pure joy. She shares, “If the blog is going to be a critical component of the website content, then it’s important to have a content plan and ideally some sort of schedule. Consider how you might use a blog uniquely for your brand. Don’t feel constrained by what everyone else in your industry is doing.” Liz plans to drive traffic to her blog through a variety of digital channels including: Facebook ads, Instagram, Twitter, Facebook and through her monthly e-newsletter.

 

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Invest in site updates

We’ve been working with monique meloche gallery since 2013 and have completed several updates to their website during that time. The gallery uses the website to promote exhibitions, news and event information. Each update has been minor and has addressed a specific need or change within the gallery. Currently, we are working with them to incorporate a new exhibition type, Porcelain Projects, to their homepage. We are modifying the homepage design, updating the code and content management system so future updates can be made directly by gallery staff. A minor investment to the existing site will provide an updated look plus increased flexibility to promote this beloved viewing space.

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Listen to your audience

For Platform Coworking, we helped qualify inquiries and reduce redundant requests by making answers to frequently asked questions easily accessible, things like desk availability, rates, and locations. Measures like these cut down on calls asking the same questions over and over, and increase the quality of the leads that do come through. Now, when prospects call, they already have all the basic questions answered, and are ready to sign up.

Are there questions your prospects ask over and over? Are there ways to incorporate these answers into your website that make it easy for users to find? Your website can act as a tool to inform the customer, legitimize the leads, and increase conversions, saving you precious time.

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Track Data for Growth

Midwest Pesticide Action Center uses its website in conjunction with social media and an e-newsletter to promote events, fundraise and build awareness. They use the website to distribute tip sheets in several languages, promote events and share news. In March, they launched the Midwest Grows Green Pledge to reduce the use of harmful lawn and garden chemicals. MPAC uses the pledge to foster an engaged community by promoting it on their homepage, in their newsletter, and on social media. The open rate for the Midwest Grows Green e-newsletter averages 42.4%, more than 20 percentage points above the non-profit industry average of 22.3%. Since the Pledge launched in mid-March, they have increased the number of signups to their newsletter by 3%. In addition to analyzing newsletter data, they use Google Analytics to monitor website traffic. The data helps them effectively measure the impact of their outreach.

A few more ideas:

  • Add in a contact form to help qualify leads
  • Offer tips or free downloads in exchange for joining your mailing list
  • To manage content, create a monthly content calendar
  • Review analytics to see if all pages on your site are being visited. If not, consolidate or reorganize
  • Swap out images, headlines or graphics for a quick refresh

We hope you have discovered a few new ideas to implement. It is easy to feel overwhelmed with options but with a targeted plan and a solid understanding of audience, you too can use your website as an effective marketing tool. Want to brainstorm with us?