Marketing is not a one-size-fits-all endeavor—and frankly, anyone who tries to sell you on a uniform, blanket approach is probably someone you should be wary of. But if it’s not one-size-fits-all, it’s also not a la carte. You cannot simply pick and choose the marketing components you like best and expect them to have a meaningful impact. At the same time, you cannot use different tools inharmoniously and anticipate them to all have maximum effect. No, successful marketing is integrative. It looks different from one business to the next, but it always involves various moving pieces, made to work together toward the same goal.

It Starts with a Website

The business website is the hub and foundation of any successful marketing efforts. Much of your marketing work will be done to send traffic to the site, where leads can be educated, informed, and nurtured—led down the sales funnel and ideally converted into customers.

Digital marketing revolves around the website. It’s the central focus, and in many ways there is little purpose in marketing at all without first having a well-designed and informative website in play.

Marketing Your Website

Central though it may be to have a compelling website, the best website in the world is meaningless unless people actually see it. You cannot just build a website and then expect it to do all the work for it; you also have to work on your website’s behalf, bringing in new traffic through a variety of channels and strategies.

• Website marketing sometimes leans heavily on content marketing, in which you seek to inform and educate audiences through compelling blog posts, videos, and other avenues of engagement.
• Social media is something that more and more businesses need to consider. Facebook, Twitter, and LinkedIn can be ideal avenues for building communities, fostering brand awareness, interacting with the people that you bring value to, and sending traffic back to the company website.
• Display ads, pay-per-click, email marketing, and other tools can also be useful for increasing traffic to your website.

Bringing It All Together

This is all intended as a big-picture scenario—a blueprint for how a successful marketing plan might look. Again, it’s not something where a blanket approach works, and what makes sense for one business might not make sense for another.

But what’s true across the board is that, for marketing efforts to be effective, they have to be pulled together and pointed toward the same set of goals. Before you do anything else, you need to devise a set of objectives—what you wish to accomplish through your marketing, and how you plan to measure it. Only then are you in a position to think through these different elements and determine how to integrate them most seamlessly and effectively.

That’s where the work of an agency becomes gives you the leverage you need. The team at enCOMPASS Agency can use your business goals as a road map of sorts, putting together an action plan that pulls together these various components in the most efficient way possible. The first step is simple, reach out to us and let’s have a conversation. We’re here to help you take your business to the next level.

Check out the other posts in our Bringing in More Business series:

POST 1 – Digital Outreach Starts with Website Building
POST 2 – Why Content is Still King 
POST 3 – Why Your Website Needs Marketing
POST 4 – Why Your Business Needs to Get Social
POST 5 – Why Website Marketing is Integrative