What does your 2010 marketing plan for your corporate website look like?
December 8th, 2009 // 12:02 pm @ admin
As we approach the end of 2009 and as I meet with clients both past and present, startup and established, I have noticed that even though everyone is affected by the impact of the economic recession they feel the need to revamp their websites. Whether it’s an effort to show that they are in touch with the market or sustain, nurture and/or regain the trust of their customers.
Marketers want to redesign their websites to reflect their interest in engaging with the visitors. They are starting to understand that transactions are happening between people and decisions are controlled and impacted by media contributors and online influencers such as bloggers, reviewers and digital creators. Companies must not only listen to their customers, they must engage them online. At the end of the day, “People buy from people, not companies” and of course what better way to engage with the audience but through social media networks.
As we continue the discussion of an overhaul and redesign of our clients’ online presence, they ask to have their social networks presence upfront and prominent on their homepages. They see the market trends and realize the importance and significance of the “social web” and require that their social networks be incorporated on all pages of their corporate site.
Quite often I ask myself whether marketers really know what they are asking for and if they are aware of the responsibilities that come along with the integration of social networks into their websites. I wonder if they truly understand the new branding, marketing and advertising landscape and how social media marketing is going to play a huge role in the future of it. Social media marketing is not a fad, it’s the future.
With the integration of social media into companies’ websites lies a huge responsibility and this is the task of understanding how to bring your websites and social media presence in sync with one another. If you are already in the mist of redesigning your website and/or working on introducing social media marketing into your website in 2010, please consider the following suggestions:
1- The look and feel of your website has to be inline with social networks in order to create that seamless experience. In parallel to your efforts, the very customers that you are selling to are constantly using the exact same social networks. Please keep in mind that the flow and information architecture of these sites are what they are used to and with that being said, we have to take the lead from such social media/network sites. Simplicity is the key. Maintain the clean/simple look and keep heavy content to a minimum. All product/service features and bells and whistles should be withheld until the inside pages. Always keep your homepage clean and do not incorporate too many moving parts (too much flash/video = too much distraction). Go for motion-less homepages.
2- The messaging and the posts that you push onto your social networks need to be consistent and aligned with the tone of the content on your website and vice-versa. It’s a two-way street. Companies must speak with the customer in mind and all content/ messaging should be based on what the customer is looking for (an outside-in approach). Give them what they want rather than presenting your entire line of products/services with every bell and whistle (an inside-out approach). All content that you develop and include on your website (from videos, whitepapers, blog posts and emails) must be created with all audiences in mind. You will never know when your content might spread over the web or who will be reading it.
3- Get visitors feedback. Welcome criticism. The more you welcome criticism, the stronger your bond will be with your visitors. This is a key element in showing commitment to the social media approach of marketing and advertising. Times have changed and welcoming a two-way dialogue between company and customer shows strong belief in the fact that media influencers, online contributors and customers are now the conversation leaders and opinion shapers. You need to retrieve constant feedback from your visitors. Feedback on how you can significantly improve your brand experience as well as your customer’s experience.
Please keep an eye out for my upcoming post on the issues to consider once you decide to integrate social media marketing into your marketing plan.
Category : Arman's Blog & Blog & LinkedIn & Website Design & marketing & social media marketing & twitter
