It’s time we sound the death knell for the concept of “website” and embrace the concept of “sites on the web.”
Long gone are the days when an effective approach to marketing online involved simply having a website—regardless of how engaging, informative or (insert adjective of choice here) it was—and just ensuring your site ranked well in Google. To be effective in today’s buyer-centric economy, we need to be attuned to the multi-modal, multi-channel experience of buyers.
Orchestrate the overall experience
The effective marketer approaches marketing online as being about orchestrating an ecosystem of communication modes and channels that together result in an overall experience for the primary buyer. Naturally, this is an approach reliant heavily on inbound marketing.
In such an ecosystem, like the general one below, the brand/product/corporate website (www.brand.com) is best thought of as a central element that anchors an overall buying experience that, usually, starts somewhere else.
That “somewhere else” depends largely on buyers’ behaviors and habits when it comes to finding information and products/services online. As a result, the effective marketer looks to understand how to get found and then formulates an engagement strategy upon that foundational insight into buyer behaviors and habits.
There’s no single engagement strategy that fits all marketing challenges
We need to carefully orchestrate a selection of tactics and channels from the plethora of options such as Facebook, Twitter, SlideShare, Google, Bing, YouTube, blogs, online publications, etc. What is certain is that just building a website is no longer sufficient in and of itself to maximize your online brand building efforts—and to convert interest in your brand into buying.
The effective marketer now thinks in terms of systems and ecosystems rather than an independent site. Yes, complexity has increased due to the fragmentation of channels, buyer behaviours and attention, but so has your opportunity for really connecting with prospective buyers and making meaning in the places where they are most likely to encounter your brand.
How are you engaging across the web? Or do you have a different perspective entirely? Jump in and share your ideas.