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A website can serve many purposes to a business, everything from getting found online, sharing information about a business or product, and selling items. Whether a website’s audience is local or global, having an effective website is crucial in today’s technologically advanced age. A website provides an interactive platform that combines a variety of elements usually encompassing social media, video, and a blog to engage customers and prospects alike. When done right a website can also become part of a company’s sellable assets.
Think of your website as the hub around which a variety of online promotional efforts is going to revolve. First and foremost, a website needs to describe the business, its products or services, and its value proposition. Including an "About Us" page can describe all experience and qualifications. If a company has been serving satisfied customers for 20 years, for example, let people know about the exemplary track record.
A website also serves as an important lead generation tool. Prospects researching your industry, products or services are looking for information. When you offer advice or information that’s going to help them, it will go a long way to creating a relationship that can lead to future business opportunities. Below are the best ways to reach out to your customers (and potential customers) to keep them coming back to your website.
Blogging for Success
Adding a blog to any website allows for current information to be found easily by customers and prospects alike. Anything from industry trends to product updates are all considered as newsworthy items that can be featured on a blog.
An effective blog helps demonstrate industry expertise and also sends a strong signal about a company’s professionalism and dedication. Additionally, a blog informs search engines that a website is being updated regularly, which can help in ranking within search engine result pages.
Case studies or interviews with customers can provide helpful information to companies in similar circumstances, and also offers a subtle reinforcement of a company’s role as an effective resource for addressing business challenges. Events, promotions and media coverage are also additional items that can easily be featured on a blog.
Digital technology has made it easy for entrepreneurs to create basic videos, and online video has become an important tool for people researching products or services. Adding videos, online demonstrations and even audio presentations to a website can help build a company’s professional image and make the business a more compelling choice for prospects.
Video demonstrations of how to use or assemble a product can be more helpful than printed directions, and can help people researching products understand a business’s offerings more clearly.
An email newsletter that summarizes blog content, or offers useful information and tips will help keep a business at the top of the customers mind. The contact information that readers provide when they subscribe to the e-newsletter or email updates will prove valuable in marketing efforts while also allowing an opportunity for bringing them back to the website to see what’s new.
Social Media Outposts
A website can also serve as a way for people to learn more about engaging with a company through social media. Businesses can utilize Facebook Pages to supplement a website and blog by making content available to Facebook’s vast audience. Additionally, observations and updates can be posted on Twitter or through a LinkedIn company page.
Providing targeted content for the different channels email, Facebook, Twitter, LinkedIn, Instagram, blogging, and video offers an extended opportunity to promote your business and have customers and prospects find you and additionally can keep your business at the top of their minds. Thus, considerable value can be gained through social media marketing initiatives.