Too often, business owners think that all they have to do is put up a website, and the click and conversion floodgates will open.
Nothing is further from the truth.
A good website is the vehicle and conduit for your digital marketing efforts, but it can’t do all the heavy lifting alone. Most businesses need a healthy mix of both inbound and outbound marketing strategies to turn web visitors into paying customers.
Outbound marketing, put simply, pushes your brand message out into the world. In traditional marketing, it could encompass things like radio, TV ads, billboards, direct mail and even cold calling. And with digital marketing, it extends to activities like email, pay-per-click (PPC) and influencer outreach.
Inbound marketing, on the other hand, includes search engine optimization (SEO), content marketing and social media marketing (although social media ads are outbound). Effective inbound marketing draws customers to you like a magnet by helping them solve problems — and by informing and entertaining.
In short, websites can only work for most businesses if they utilize a fully-integrated marketing strategy that both pushes your brand message out to potential customers and pulls prospects in with content that adds value. Ultimately, if you haven’t done that work, it won’t matter how great your online coupon is – because enough people aren’t going to ever lay eyes on it.
Kymera mixes inbound and outbound strategies for clients and tailors each approach to the specific goals of the business. Good marketing is never one-size-fits-all — and you should never base your business’s marketing strategy on an online checklist.
We’ve found that the magic really starts to happen when you fully integrate inbound and outbound efforts — such as taking the same content and putting it in on your blog to boost SEO and sending a link out to email subscribers or multiple social media channels. You can then use PPC to direct traffic to the blog or boost a social media post linking back to your content.
There’s one big caveat to all this that we alluded to earlier, and it’s that your website needs to be good for maximum results. You can expend a lot of resources attracting — or dragging — folks to your website. But if your landing pages are poorly designed or written, there’s no clear and compelling call to action, or even if it loads too slowly — it can be all for naught.
Your website should be an ever-evolving representation of your brand as well as the needs of your customers. The navigation needs to be clear, the images compelling, the writing crisp and relevant — and the technology and security always up to date. Consolidating web development and marketing efforts under one roof can be both convenient and cost-effective.
Kymera provides targeted integrated inbound and outbound hyper-local marketing — and professional web development — for your business or brand. Contact us for a complimentary consultation today.
