Ssshhh! We have the best kept marketing secret ever!

Posted by Tim Chalklen on 30 November 2017

As marketers and business developers we're always on the look out for the next digital innovation that will help boost our competitive advantage and generate more online sales opportunities. 

Well guess what! You already have it - you perhaps just don't know it yet! 


Often the most undervalued marketing tool, your website really is at the heart of all your digital communication - that is, when it's being used to it's full potential.  

Let's see... 

If you've answered yes to all of the following then well done! You know your stuff and already have it down to a tee. Otherwise it may be time to change the way you think about your website as a marketing tool forever! 

  1. You have Google Analytics (or similar) embedded on your site that's checked frequently to see how your website is performing

  1. You've included some form of conversion tracking and constantly review

  1. You make informed decision based on goals or KPI’s you've created for your site 

  1. You carry out split testing to identify areas that require improvement 

If you answered no to a few of these don’t worry, you’re not alone in failing to optimise your core platform.  

Reasons why your website is a great marketing tool:

  • It’s your 24/7 shop window - opening up new global opportunities

  • It’s the first port of call for people looking for your products or services - so it's vital that an appopropriate budget is allocated to continual website improvements and SEO development

  • It's a great medium to keep customers informed of special promotions or latest news and developments

  • Unlike traditional mediums like press, ads or TV based marketing, your website's content, images, messages, goals and structure can all be updated quickly and easily in real time responding to customer demand or competitor activity

  • It's greatest asset is in it's accountability providing way more metrics than any other medium

  • Free tools, like Google Analytics, will provide you with enterprise level stats on all sorts of data from the number of users, to time on site, to the device they are using to access your site

  • There is always room for improvements - AB and MVT testing within free tools such as Google Analytics can show you where.  

We often see people fall into a cycle of designing a website, then re-visiting a few times a year, maybe changing digital agency or developer because KPI's haven't been achieved. However, this means you're missing out on all of the major benefits your digital platform offers.  

And by developing a good relationship with a results focussed agency who truly know their stuff when it comes to getting the most out of your platform and online marketing efforts, you could very quickly and easily see a transformation of your website from one that doesn't perform to a lean, mean, marketing machine.

If you want to find out how well your website and social media platforms are performing, why not take our Free Digital Audit where we will offer some tips and suggestions that will enhance your online presence.

Tim Chalklen

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