Integrated Digital Channels: Why Website Strategy is Essential

If you've read any of my other blog posts, you'll know that I advocate for businesses to use at least 2 or 3 integrated digital channels to maximize their presence. Being active on social media platforms like Instagram, Facebook, TikTok, and LinkedIn is crucial - as is combining these methods with a funnel process, which can take the form of email marketing, product landing pages, questionnaires, and so on. (For more on building a multistep marketing funnel, read my post on the topic here). In my opinion, most of the effective marketing done by businesses today is over a screen. People become aware of products and services from being online - it's just the world we live in. Ultimately, though, this is a golden opportunity for businesses which choose to buy into this. In our time people are used to having information at their fingertips, being able to do brand research effortlessly, and make decisions off of how a brand makes them feel. With this in mind, there has to be one central platform that ties everything together and truly makes an impact on the consumer decision - which is a website.

Make The Path Easy

Every business needs their website to tell their story in a captivating, easy to understand way that points people towards other touch points. The reverse is true as well; for example, think of a social post as the bread crumbs, and the website as the place where you want the customer to end up. If you look at the bottom of each page I have for YBMK, I have each social platform linked. My brand is integrated. People can access my content at the click of an icon. I even have some social media posts embedded in my site as well so viewers can see my posts directly.

Whether you have Meta ads that lead back to a landing page on your website, or you make a LinkedIn post about your blog, it all has to funnel back. People should be led to your website for more information about your business, and what they see should bring them to a positive decision. Many businesses excel at gaining traction on social media or have great turnouts for events, but few are able to translate this into website traffic - and ultimately conversions. When you organize your funnel, I encourage you to not overlook the importance of your website, and to think about how it might serve as a hub for your integrated digital channels.