How is your business website like a snow blower?
I’ve spent a lot of time thinking about snow this last month, and a lot of time making friends with my snow blower. It’s loud, time-consuming, and not my favorite activity. But then I think about the alternative. While a snow blower may be a lot of work to maintain and use, it’s a luxury compared to shoveling a path through snow with just my mittened hands.
I suspect a lot of business owners feel the same way about their business websites. A website is a tool for clearing a path to customers and prospects through blizzards of competing messages. It equips you to engage with your audience, to drive sales and conversions, to provide customer support, and to gather data and insights. Like a snow blower, it requires maintenance and care to function effectively and efficiently, but that’s a small price to pay for the advantages.
Digital marketing and clearing snow have more in common than you might think.
Both require planning and strategy.
Even with a snow blower, it helps to plan ahead when you go out to face the cold. You’re not trying to clear the whole block of snow. To conserve energy, you’re just going to clear paths that matter. Likewise, a successful business website requires planning to effectively reach your target audience and achieve your desired outcomes without wasted effort. At Emery Designs, we start by learning about your unique offerings and your market’s chief needs in order to craft both website design and content strategy with precision.
Both involve effort and persistence.
You’re not going to make it from the front door to the driveway without effort, even with a snow blower, and it’s going to require a sustained, daily effort to keep the path clear during winter. In digital marketing, to stay relevant, you’ve got to consistently create and distribute marketing materials, engage with customers on your site, and analyze data to optimize campaigns. We achieve this for our clients with short monthly meetings to keep your website’s messaging current and compelling.
Both require adaptability.
Marketing trends, challenges, and opportunities are every bit as unpredictable as snow patterns. To stay ahead of the competition, businesses may need to adapt their website and digital marketing in response to changing circumstances. For example, a business may need to adjust site elements if they aren’t achieving the desired results. Emery Designs has been navigating the changing tides of digital marketing since 2003, and we bring a wealth of knowledge to your marketing strategies. We invest our time and money in professional development and market research to better anticipate changes and prepare our clients to take advantage of them.
Digital marketing has changed. Are you still using a shovel to clear a path for your customers? Is your website responsive? Is your content cutting through the blizzard of competing messages? Are you showing up online or disappearing in a virtual white out? Are you ready to make your marketing money count? Get in touch with me at Emery Designs today.
