More on the game show analogy later. But first, some opening credits. Jonathan Kranz is one of the best voices in marketing and a favorite of copywriters everywhere. That’s why I’m always happy to pass along his wisdom, like this from a recent Kranz On Copy newsletter article regarding Web trends. By now, we all know that a web site is a vital tool in your marketing arsenal. But Kranz says rather than a “tool,” you should think of your web site as the “hub” at the center of your wheel of marketing activities:
…a kind of way-station where communications flow both in and out. Your site is simultaneously a potential first point of contact with prospects (via search), a warehouse of information and content, and a switching station that directs visitors to other communications vehicles, such as your blogs and social media communities. It’s no longer a static presence, but an active manager of ever-shifting relationships.
You need to think about how people come into your site, i.e., through paid or organic search, from links on other web sites or via your web address that’s part of other print, email or mass media marketing materials. How do you want visitors to move through your web site? Do you take a linear approach from page A to B to C, or more like a flow chart, with paths dependent on their interests and needs?
And what should your web visitors do as they’re leaving? Here’s where the game show analogy comes in. Imagine they were contestants on the original “Wheel Of Fortune.” Remember the “parting gift” that every player received? Often it was a home version of the game. Now that’s brilliant self-promotion. What can you give your web visitors to keep them engaged with your message after they leave? How about an e-newsletter subscription, or a free demo of a product or service? Consider anything that can mesh with your other marketing, communications and business efforts.
A strong hub makes for a solid wheel, and your web site can be the hub of your marketing plan, always in motion and reaching out to all points along the wheel of communications. Think of your web site not as a destination, but a central station that keeps the conversation flowing as you tell your story.
Tags: BE-Mail, Jonathan Kranz, marketing plans, Web