• Puzzle Piece Between Woman's FingersWhen it comes to marketing online it’s important to be realistic about your efforts. It’s also important to NOT buy into the “get rich quick” schemes. All too often I see people struggling because they haven’t created a clear overall website strategy let alone an individual page strategy (Hint: both are crucial).

    If your website isn’t performing as you’d hoped, it could be because you’ve tried to cut corners and do it yourself (not a great idea unless you’re a stellar designer, programmer and copywriter all rolled into one person). Even if you have strong skills in one or more of these areas, it’s always a good idea to get outside perspective.  You might not be getting the results you’d hoped for because you have unrealistic website expectations (this means you are expecting your website to do things you don’t really have a plan or strategy for and often you need additional marketing efforts to support your goals).

    You need to have an online marketing strategy in place first and foremost (this is true for your website, individual programs, products and any offering you provide). It’s important to remember that everything you create needs a marketing plan and strategy to support that ONE offering (your offerings are offspring of your overall brand and need their own identity and strategy).

    You’ll also need solid design to support your strategy. I can give advice on overall design direction but when it comes to the actual design work, I always refer to my professional preferred referral partners. Among my specialties are strategy and copywriting skills and I still look to the advice of colleagues and team members to make sure I’m on the right track and I do the same for my clients. My point is you need to collaborate on your web presence especially if your website isn’t getting you results.

    I’m known to help fill in the missing pieces to the puzzle specially when it comes to online strategy. You see if you’ve created a website based on cookie cutter approaches…

    You may be expecting your website to do things it’s just not capable of doing (the set it and forget it approach and relying solely on automation is likely not working for you)
    You may not be getting the results you’d hoped for because your strategy isn’t clear (when was the last time you reviewed your entire free offer sequence, your follow up strategy, web content and overall website goals?)
    You may also be missing the KEY ingredient to get your web visitors to take action (when your web visitors aren’t opting in or aren’t taking action once they sign up for your free offer, your strategy is clearly broken and needs to be revisited ASAP)

    Regardless of what’s happening with your website right now, chances are it’s time to review your content and strategy.There are many reasons this is important. In order to be successful online you must

    Have a clear plan about what you really want your website to do (this means you’ve looked at your overall site strategy and individual page strategy in-depth AND had an expert review it with you)
    Consistently work your plan to get visitors to your site (this means you have a consistent and systematic — not cookie cutter– plan to entice visitors to come to your website)
    Have juicy, gooey content that entices your web visitors to take action (this means you engage your prospects when they get to your site so they want to become paying customers and clients)

    Plus, you should review your content and strategy at the very MINIMUM quarterly. Oh, you should also know that this doesn’t mean you have to completely redesign your website (I do have resources for you if you need to do that). Often it only takes some subtle shifts to get results. However, it is crucial to have a strong strategy,  a solid design that supports your brand and to  copy that tells your story in a way that motivates action. If you’re still stuck, it might be time for a Manyon Marketing Web Makeover.

    You might also benefit from brushing up on your messaging skills by claiming your FREE Copywriting Action Plan — click here to get yours.

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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    16 responses to “The Missing Pieces to Your Online Marketing Puzzle”

    1. Jessica says:

      I have “review my content and strategy” on my to-do list and it keeps getting pushed down. You’ve lit a fire under me. Thanks!

      • Lisa Manyon says:

        Jessica,
        You are welcome. It’s important and often not always a priority because once everything is “done” we assume we can operate on “auto pilot” for awhile and you know what happens when we “assume”. 😉
        Write on!~
        Lisa Manyon

    2. Sue Painter says:

      Like you, I always go to the overall strategy for a business. It’s very difficult to make the different pieces work at all if they are developed independently. SO love this post, Lisa.

      • Lisa Manyon says:

        Sue,
        It amazes me how few people have a clear strategy. AND worse yet, think they have a strategy but the plan they have created isn’t really a plan and isn’t based on strategies and frequency that has worked for others. I see this with launches most often.
        Write on!~
        Lisa Manyon

    3. A strategic plan as you suggest Lisa is always the best – that way we don’t fall into the bright shiny object or get rich quick ideas – if only more people read this post they would save themselves a lot of grief!

      • Lisa Manyon says:

        Heidi,
        It’s true. Too often we are distracted by what seems to be “the next big thing” or a way to “get rich quick”. The only way to build a successful, sustainable business is to have a clear strategy, plan the work and work the plan.
        Write on!~
        Lisa Manyon

    4. Mitch Tublin says:

      Lisa,
      The review of all website materials and copy is important to do on a regular basis.

      • Lisa Manyon says:

        Mitch,
        You are spot on. Unfortunately, too many people don’t create a strategy in the first place let alone monitor and track results.
        Write on!~
        Lisa Manyon

    5. Great stuff, Lisa! I’m actually updating my site, with the help of my brilliant designer, as I write this. It is so important to review your content and strategy to make sure you are getting the results that you want.

    6. Mira Dessy says:

      So true about the design being important as well. After finally hiring someone who truly understands how to create a page, a site, a brand, I feel like I now have something that represents me well. I also am getting much more interaction because it’s well done. And we do have a strategy and a purpose. Thanks for the reminder to revisit that on a regular basis.

      • Lisa Manyon says:

        Mira,
        It’s vital to revisit your content and strategy regularly. As with everything, your business and your clients evolve with time so changes are necessary.
        Write on!~
        Lisa

    7. Lesa says:

      I run into the “you may be expecting your website to do things it’s just not capable of doing” problem a lot. People somehow believe that websites are magical creations that create a complete business all by themselves. But they don’t. Your website functions as part of the team that is your business and if you don’t set it up to be successful, it can’t help you the way it should.

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