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WP-Tonic 126: Your Website and Your Overall Online Strategy

September 20, 2016 by Sallie Goetsch Leave a Comment

This entry is part 12 of 30 in the series WP-Tonic Roundtable
WP-Tonic 126: Your website and your overall online strategy

In WP-Tonic 126, Jonathan Denwood, Jackie D’Elia, Kim Shivler and I focused on the surprisingly-overlooked fact that your website does not exist in a vacuum. It’s part of your overall business marketing strategy (on and offline) and your online marketing strategy.

New business owners, particularly solopreneurs, may not have a strategy for their businesses, or may not have articulated it. This is one reason that it’s worth engaging in a paid discovery phase with your web or marketing agency: to help you identify your goals for your business, your marketing goals, and the place your website has in meeting them.

If you don’t figure out why you want a website, you’re inevitably going to be disappointed in the website you get. And if you don’t know how you’re going to measure the success of that website, you won’t know whether you got your money’s worth from your developer.

Building a brand from scratch takes time. If your business is new at the time you build your website, you may not have an email list or social media following to help bring people to the site, and no matter how well you optimize your site copy for search engines, not many people will find you at first.

A Few Highlights

  • When we talk about “traffic”, we forget that we really mean people.
  • Spend money on creating content, not just building a container for it.
  • Plan your business model and know how many sales you have to make to be profitable (or just break even).
  • Don’t put obstacles in your visitor’s path to finding what they need.
  • Expect your website to require a marketing budget comparable with local TV, radio, and print advertising (whether you are using those channels or not).
  • People will compare your site to that of your direct competitors, so make sure your site is at least as good as theirs, both in how it looks and what it does.

 

WP-Tonic Roundtable Series Navigation<< Previous PostNext Post >>

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  • Interviews (5)
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More in this series:

  • WP-Tonic 103: WordPress & Online Marketing In 2016: What Works!
  • WP-Tonic 105: Speeding Up WordPress From Slow Dog To Young Speed Machine
  • WP-Tonic 109: The Real Difference between Web Copy and Print Copy
  • WP-Tonic 095: How to Pick the Right Premium WordPress Theme
  • WP-Tonic 099: What Plugins Should You Consider for any WordPress Site?
  • WP-Tonic 111: What Makes a WooCommerce Site Successful?
  • WP-Tonic 113: How Do You Write Winning WordPress Proposals?
  • WP-Tonic 115: Visual Builders for WordPress
  • WP-Tonic 117: Email Plugins, Marketing, and Strategy for WordPress
  • WP-Tonic 119: Website Redesigns
  • WP-Tonic 123: What Role Does Social Media Play in Your WordPress-Based Business?
  • WP-Tonic 126: Your Website and Your Overall Online Strategy
  • WP-Tonic 128: Black Hat SEO
  • WP-Tonic 130: Does Content Marketing Really Work?
  • WP-Tonic Live Panel Resumes
  • WP-Tonic 157: Coordinating Complex Site Migrations
  • WP-Tonic 159: WordPress Form Plugins
  • WP-Tonic 161: Pricing Models for Web Design and Web Development
  • 227 WP-Tonic: Setting Up Nameservers and DNS Record Types
  • WP-Tonic 229 Insights On How to Build a Successful Online Community
  • WP-Tonic 231: How To Manage Difficult WordPress Projects
  • 233 WP-Tonic Round Table Show “WordPress Hooks, Actions and Filters”
  • WP Tonic #235: Converting Site Visitors To Subscribers
  • #237 WP-Tonic Round-Table “Basic Design Principles From Color Palette to Layout for Your Website”
  • WP-Tonic #239: The Future of WordPress Page Builders
  • WP-Tonic 241: Advice on Setting up & Using WordPress Multisite
  • WP-Tonic 243: How Do You Write Great Content for Your WordPress Website?
  • WP-Tonic 245: Does the Genesis Framework Have a Future in a World of Theme & Page Builders?
  • 247 WP-Tonic Friday Round-Table Show: Extending WordPress Using ACF (Advanced Custom Fields)
  • WP-Tonic 250: Tips & Tricks On How to Make Your Websites More Mobile Friendly

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