I was meeting with a PR firm in town last week. During our meeting, they made the comment that a company’s website is the hub for all of their marketing efforts. I have been saying that for years, but it was the first time I have heard another marketing professional phrase it the exact same way.
If you think about marketing, pretty much everything, you do it going to drive people back into your website. Organic SEO, paid ads that lead to landing pages, social engagement, even a brochure will have a web address on it to encourage the reader to find out more information. Your company’s website is not just an online brochure, but the full personification of who you are to the world. It represents not just words on a screen, but your style, your professionalism, or (as in our case) your humor and penchant for sarcasm.
Your website is the digital front porch of your business, and it is a front porch that should be heavily advertised. If you are doing any kind of marketing and find that it isn’t working, look at the marketing you are doing, but also look at the website you are driving your traffic to, chances are the problem is with your website.