Sometimes people start looking at social media marketing before they every get a home base for their marketing operations – this to me is short-sited. Yes, you can drive people to your Amazon page or your Kickstarter, but unless you have a position of power; a website that you can create as your primary asset, you don’t have much of a base yet.
A nice looking website, with all of the information and clear navigation
You don’t have to have the most creative website of all time to start a serious web marketing journey, but you do need:
- The ability to edit and add content yourself through some kind of ‘Content Management System”
- A site that shows what your company does differently than the competition in a visual way ideally.
- Clear navigation and call to actions (usually some kind of prominent button) that helps bring a visitor through to the key actions you want them to take on the site.
Ideally, then your “tank” or website, should have the ability to add tools to it, and your extra help from outside the website for web marketing or add-on’s to the website can be thought of as your “toolbox.”
The toolbox can consist of things like a landing page platform, such as LeadPages, Click-funnels, or Unbounce to roll out little promotions and lead captures to assist you with paid advertisement on Social Media. I also think of the toolbox as the tools we use to tweak and make our website more effective over time like a solid SEO plugin/website add-on or Google Analytics, Webmaster tools, or a keyword research tool like aHrefs.
The point being is that you can slowly grow this box of tools that will help you with your main goal of getting your website to be as effective as possible. Writing this I’m assuming that you are trying to sell something or get a possible customer or client to contact you, but just assume I’m talking about getting donations or volunteers if you are a non-profit.
Don’t put the toolbox before the tank
The reason why I think this is a useful way of looking at this – is that in this scenario we wouldn’t go into battle with just a toolbox right? But you’d pretty stupid to not bring tools to tweak and make your “tank” more effective if something broke or needed a tune-up. So before we go and get into all of the radical tools you can use to “growth hack” your tank into maximum effectiveness, we need to make sure we have a solid tank.