Websites And The End-To-End Marketing Cycle
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Is Your Website Really Working For You or Is It Just Working?
Though that may seem like a simple question, it’s actually quite a heavy thing to consider. When we say that your website is working for you, we refer to its ability to bring in traffic, engage viewers, drive promotion, and convert them with proper call-to-action. In other words, it’s the central hub of your marketing plan, taking in traffic and pushing messages out on to other platforms — but only if it’s done correctly.
If your website is merely a digital version of a brochure — something that’s packed with information but ultimately static — then it loses the ability to truly gain traction with potential customers. The web, after all, is not merely about reading content on a screen, it’s about meaningful interaction and successful promotion. At Forward Push Media, our goal is to maximize both of these areas while integrating them into a singular experience, one that can be the launching pad for other platforms.
Forward Push Media works with the complete marketing cycle, and it starts with your branding: the identity and message behind any and all marketing materials. By creating a unified approach, two key goals are achieved. First, that consistency builds something tangible that’s immediately associated with your brand. That could be anything from a tagline to a logo to a brand color scheme. Second, repeated messaging lets you shape the conversation, and while you can’t totally control the ebb and flow of public discourse, strong branding enables you to create the context of discussion.
Branding is the foundation of a marketing strategy.
From there, the website is the next biggest piece, one with numerous factors composing the ideal formula.
- A website’s aesthetics should accentuate those messages while offering immediately identifiable brand assets (logo, color schemes, images).
- Content is as important as visuals, as these provide call to action while pushing key messages forward.
- Social media factors in, as it allows the discussion to start on a website and move to a place where it can organically grow and represent your brand.
- Finally, search engine optimization creates visibility for your site by bringing in targeted traffic through search results.
We view websites as a hub for your marketing and that involves taking in viewers and sending them out to other platforms. One of Forward Push’s goals is to examine situations for other promotional opportunities. Sell sheets, ads, traditional broadcasting, postcards, and other avenues have a symbiotic relationship with websites and social media. On one hand, those promotional tools can send new traffic to a website, where the new viewers can be converted to customers. On the other hand, website content and social media can help promote other platforms to make sure people keep their eyes and ears open.
That’s why we view ourselves as experts in integrated marketing more than just website developers, SEO gurus, or advertising execs. When you take a step back, the bigger picture becomes clear: marketing is a cycle in the truest sense, with the ins and outs of marketing opportunities thriving on Forward Push’s ability to create consistent and strong messaging across platforms. All of this works by having the website as the vital hub that creates conversion as much as it promotes other platforms. To make this happen, it takes a multi-faceted team that examines the possibilities from start to finish and back again — and that’s exactly what Forward Push Media brings to the table.
So the next time you examine your website, consider whether it’s working for you or just working. A website that works for you simultaneously supports all aspects of your marketing while being a standalone cornerstone. It engages, creates conversation, provides information, sends users out, and draws them in, all while syncing up with your various marketing platforms. If your website isn’t making that happen, maybe it’s time to give Forward Push a call.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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