Marketing Narrative & Website Disconnect
Marketing narrative is an important concept that has become more relevant as we move further into the Digital realm. That said, we see a lot of websites where the website content is completely disconnected from the marketing narrative.
What is a Marketing Narrative?
There are many technical descriptions of this, but our favourite is your business’s story telling. The story of what you do, how you do it, your value proposition, and what makes you different.
Story telling is becoming an important part of social media and digital marketing. It binds the product, or the services you offer, with your target customer’s objectives, and their wants and needs. It knits together your story with theirs, in order to create synergy, between you and the potential clients.
What has that to do with a website?
Good question. Your website is at the front line of your marketing battle ground. It is where people find you when they search the internet. However, your website is also where all your marketing is hoping your potential customers to land. Whether traditional advertising via TV, Radio, Newspaper, or digital advertising, the website is your gateway and the landing zone.
If your website is not telling the same story as your advertising, then the potential customers are left confused, lost, and feeling let down. They are not motivated to hang around to find out what you are about, because what they saw or heard about your business is not immediately apparent when they landed on your website.
How to align your marketing narrative & website?
You have read many of our articles about how you should plan your website content (if not read these!)
Here is what you need to do:
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- Understand your marketing narrative. Your story of who you are, what you do, but more importantly “What you can do for the clients”.
- Break it down into bite-size chapters.
- Match the Chapters with your product or services
- Create a logical Navigation Map
- Make it easy for visitors to find the path or paths using Sign Posts, Text Links, and Navigation Keys
- Make sure you use the same language and terminology across the different media, so as not to confuse your potential clients.
Summary
Aligning your website content, and your marketing narrative, is imperative if you want to get results from your website and your marketing spend. Check out our other articles on how to create your website content, or contact us to see what we can do for your business.