Do Businesses Need a Website?
I recently spoke to a group of realtors about using social media and digital marketing to build their business, and the question came up: Do I still need a website if I use lead pages to sell my listings?
Small businesses, entrepreneurs and nonprofits benefit from having both an online sales funnel and a website: At MacManda Media we believe sales funnels work but should not replace websites: every business can benefit from a website. Websites help you build your brand and your personality. People do business with other people: before a prospect buys your product you have to build a relationship and establish trust. A website is ideal to show people who you are, gain their trust and demonstrate you understand their problems and needs: your website is your digital profile.
According to Forbes,
A website is a necessity for entrepreneurs, small businesses, home-based businesses, and anybody selling products or services. Regardless of your other marketing methods, enabling potential customers to either find you through a Google search or learn more about you after they’ve seen your other marketing material is key to creating and developing new customers.
If you’re selling online services or products, having a website is obvious. But even if you don’t sell anything directly online, the website can serve as an extension of your business card, with information about you, your business, and services offered. Most important, your website should detail your background, experience, and other credentials to give you credibility and give potential customers more confidence when deciding whether or not to deal with you.
First, a few basic definitions:
What is a sales funnel?
A sales funnel is a marketing system. It’s the “ideal” process you intend your customers to experience as they go from Prospect to Lead to Customer to Repeat Buyer.
What is a lead page?
In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, or a “destination page“, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.
Why do you need a landing page?
A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns. Rather than directing visitors from those sources to your general website (where they may have a hard time finding what they’re looking for), you can direct them to a specially-designed landing page that steers them in exactly the direction you want them to take.
What is Pay Per Click?
PPC stands for pay–per–click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
To attract an online audience and convert them to customers, at MacManda Media we recommend a content marketing strategy using websites, social media marketing and PPC.
4 popular Pay Per Click ad tools we use with our clients are:
- Google Adwords
Adwords is an online advertising service by Google where you pay to have your website or landing page rank higher on Google.
LeadPages is an online lead generation tool to build landing pages for your website to collect email addresses and sell your product or services.
ClickFunnels is software that helps you build different types of sales pages and lead pages.
note: ClickFunnels recommends that you replace your website with a ClickFunnels website. At MMM we use ClickFunnels in conjunction with websites.
- Facebook Ads
Facebook lets you buy ads that display on Facebook based on different criteria and budgets you define, including pay per click.
Benefits of PPC Campaigns
- Faster results than organic traffic. Pay per click marketing typically gets much quicker results than organic marketing. Combined together, PPC and social media marketing are ideal to help your audience find you.
- Direct control of your marketing. PPC campaigns allow you to directly control your online marketing budget, target audience and timing. If you want to make a change, most pay per click tools let you quickly and easily edit your settings:
- increase or lower your daily budget
- modify your keywords
- adjust your target audience
- refine the days and times your ad will run
- Targeted traffic to your website. PPC campaigns depend on strategic use of keywords that target the interests and actions of your ideal audience.
- Increase online visibility and search rank. PPC offers SEO benefits that help both your website and your landing page rank higher on search engines such as Google.
- Analytical data to evaluate and adjust your strategy. PPC tools give quick and accurate feedback on whether a specific keyword or target audience worked for your campaign. PPC campaigns are ideal opportunities for A/B testing to compare two ad strategies and determine which ad performs better.
As to the realtor’s question on whether they should use a website or a lead page to market a home:
A PPC ad on Facebook targeting families looking for a larger home in a specific neighborhood or zipcode that links to a specific home listing, combined with a website blog post discussing the features and attractions of that same neighborhood with a link to the same listing are an ideal combination to market a specific home. Both have their benefits and combined together will attract prospective home buyers who want to live in that neighborhood.
The bottom line is you need to sell your product or service to stay in business. But people do business with other people, not with computers. Your website is necessary to build your reputation and gain the trust of your audience. At MacManda Media we follow the 80/20 rule: 80% of your content is useful and helpful to your audience and gains you fans and followers, and 20% is to promote your product or your brand. Your website and sales funnel should work together to build your reputation and your business.
contact MacManda Media for all your digital marketing needs