Remember the days when business owners had to email their web development agency to make amendments to their website. The time involved, the miscommunication, the scheduling issues. It was a frustrating time for all involved.
Then came the dawn of the Content Management System (CMS) that would revolutionise the digital marketing landscape and the way that website agencies interacted with clients. Or did it?
Content Management Systems were limited and in some cases website administrators needed to write basic HTML to achieve the results they wanted. This wasn't ideal and still created much frustration for both client and development agency.
These days Content Management Systems are advanced and incredibly user friendly for clients (when developed correctly). There are many systems available on today's market with the top 3 being:
There is no 'best' solution as all have their strengths and weaknesses but Lightbox as as development agency favour WordPress. Using WordPress as a foundation we have developed a highly flexible, powerful and user friendly CMS for clients. This makes updating their website efficient and easy to do.
The marketing landscape is evolving at a staggering rate in line with technology and digital progression. Websites, apps and digital media have become the hub of all marketing activity with businesses striving to capture useful marketing data by driving customers to their digital profiles. Below are the reasons why businesses absolutely need a flexible CMS to drive their marketing.
Create New Marketing/campaign Material
Businesses need to able to quickly adapt to market conditions and internal ideas. Having a powerful CMS enables them to completely overhaul their online customer experience. Having the ability to change imagery, marketing messages and call to action (CTA) text drives visitors to different areas of the website.
If a business launched a new service, a CMS would allow them to add sales pages about that service on their website. If their goal was to proactively promote the service to visitors, a CMS would allow them to style their home page to drive visitors directly to information about the new service. The new page would then utilise a conversion strategy to turn visitors into customers.
Become an Industry Leader With a Blogging Strategy
Content marketing has become a fundamental part of the marketing mix. Brands are gathering customers through the sharing of information in a soft sell approach or by communicating social responsibility projects. A CMS enables businesses to easily publish this content directly onto their website through their blog. Think of a blog as vehicle to:
- Share your expertise and knowledge. What's trivial to you may be very valuable to someone else.
- Become a voice in your industry sharing valuable industry news.
- Communicate business achievements and internal news.
- Create conversations about local events and topics.
- Publish charitable activity to create awareness.
- Help and advise your target market who are visiting your website. Help them to buy.
Utilise Social Media...effectively
Social media media presence is 80% sharing useful content and 20% promotion. This in mind, it's clear that its not a marketing channel to be used for direct selling. So, how do businesses get the most out of your social media activity and turn you audience into customers?...By utilising your website and driving traffic to it.
A CMS enables content to be created on your website. This content is then shared via social media channels (Linkedin, Twitter, Facebook, etc) with links back to your website. This is where you can then utilise sales messages and promotions. By linking visitors from the original content to other areas of the website you can then begin to convert them into customers.
New Content Benefits Your Website
Proactively posting new content to your website has numerous benefits:
- It creates the right first impression to people (potential customers) visiting your website. When you visit a businesses website and their last blog post or shared content was 14 months ago, subconsciously it leaves doubt in your mind as to how active and proficient they are.
- Google ranks 'active' websites. By regularly posting new content you are telling Google that your website is active online and are offering value to visitors for their searched keywords. Googles search aim is to present value and meaningful results for search terms to their users. Posting new content encourages Google (and other search engines) to regularly crawl your website.
- Posting new content keeps your website looking fresh. Potential customers and existing customers will not return to your website if you never offering anything new for them to view.
Utilise Video Media
A content management system will allow you to easily post video content to your website. It is a well proven fact that video content improves conversion rates online. Video content enables you to communicate your business services that will promote your audience to buy from you. Video is also a powerful way to give your digital strategy personality - as the old saying goes 'people buy off people'.
As you can see from the points above, making the right decision about the CMS that drives your website is very important. A flexible and powerful CMS will give your business and it's staff the toolkit to thrive online.
By not utilising your website as a hub for your marketing activity you are not capitalising on the business opportunities that exist online along with the potential for greater brand exposure and loyalty. Many SME's are not reaping the benefits of an authoritative digital presence due to the perception that updating their website is labouring. This is generally because primarily website projects are commissioned based on aesthetic decisions without regard for the system that is driving the front end. Aesthetics are very important but before you do commission a website project, ask for a demonstration or trial of the CMS. It' s vital to the success of the project and the business.
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