A well-designed, well-written, engaging website is an important asset for any business. Local or national, large or small, your website is your digital shop front. It provides important information about your business which can play a pivotal role in your customer’s buying decision. It can also be the source of your actual revenue if you sell products online.
So, as a marketing agency, you would expect us to be saying how important it is to invest in a beautiful looking website which presents your business in the best possible light. We’re not disputing this. It is important. BUT, if we wrote and designed a beautiful website for your business that didn’t accurately reflect your business then we wouldn’t be doing our job.
As marketers, our role is to enhance your business.
To help you attract new customers which deliver profitable sales. There’s no point in us recommending a pricing strategy if you don’t actually make money from it. Our job is to help you create a sustainable business for the future, not just deliver short term gains.
There’s no point in writing a website about how brilliant you are, about your premium quality service if you can’t actually deliver it. That’s setting you up for failure. There’s no point in saying you are better than the rest if you aren’t. Of course, this doesn’t mean that we say that you are average. But we might extol different virtues. Are you reliable? Affordable? Do you have lots of experience?
Our founder Caroline recently went through exactly the kind of consumer experience we are referring to.
“I chose a company for a service. I researched them online, checked out their glowing reviews and read all the content on their website about their premium service and their high levels of attention to detail. Sadly, the experience of working with them didn’t live up to the expectations they had set. Not only will I not be a customer of theirs again, I certainly won’t be encouraging anyone else to trust them either.”
Of course, some companies would think there are plenty more fish in the sea, and not care about one customer’s experience.
Other companies would see that you are only as good as your last job.
Every customer is as vital as the next and to be a business with integrity which is sustainable for the long term, you need to live up to your promises and deliver.
The same is true for other aspects of marketing. A while ago one of our clients was keen to invest in local radio advertising. This was a great idea, and their service was well suited for it. BUT they didn’t have the back office set up to support the potential flood of calls that could come in. We could have brokered the deal and delivered the advertising for them, but would they have been a client still by the end of it? Possibly not, as we hadn’t done the right thing for their business.
The best marketers work in partnership with your business. We’re not a bolt-on, just to deliver you a short-term service. We should be advancing your business for the long haul.
