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Website as a marketing channel

This step introduces learners to the potentials of websites as marketing channels.

A website is now a necessity for many businesses, big or small. If you have a business and you don’t have a website, you are probably missing out on opportunities.

The web has a far wider reach than any other form of advertising, so it’s worth taking the time to build up your online traffic. This will have a big impact on your marketing activities and can be achieved with relatively little expenditure.

Why should you use it?
Your website will be the centre of your company’s online presence. Social networking sites, forums, pay-per-click advertising programs, emails, and even leaflets should all link back to your website. Customers must be able to get all the information on your organisation they want from your website. Additionally, this is a crucial tool for you to establish credibility as a business. Most people will just assume that you have a website and might be confused, or even suspicious if you don’t.

When should you use it?
A website is an online shop window that is open 24 hours a day. It should tell visitors who you are and what services you provide.

Things to consider
To maintain your customers’ engagement, make sure your website is always up-to-date. Add new content regularly to keep them coming back. Depending on the size of your organisation, costs can be minimal, although larger organisations will invest hundreds of thousands to have a secure, reliable, and up-to-date website. Use tools like Google Analytics to understand which web pages are most effective, and which are not, so you can keep optimising.

Join the discussion

Many smaller businesses skip a website altogether and use social media instead. If you started your own brand or organisation would you develop a website? If yes, do you think it effectively drives sales? Write your thoughts below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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