Is your website leaving money on the table? I'd be confident in saying yes. It's so obvious when a website has been neglected but sad because it can be your greatest assets.
It seems that marketers think having a documented strategy is basic and therefore not as important. Decisions aren't made with the right context. Instead of being made inside of a strategic plan, they are made inside the marketing/sales funnel.
Meaning, it's ok to make decisions that satisfy the marketing and sales funnel at the expense of the overall strategy.
Marketers seem to be more focused on "selling" and never seem to get around to actually providing any real value.
It only takes 10 minutes of surfing around the web to see that the majority of marketing campaigns are product and service based - they're all talking about themselves.
The way customers buy today is vastly different then it was just a few years ago. According to HubSpot's 2016 State of Inbound Report, 40% of sales people say connecting with prospects is more difficult now then it was 2-3 years ago.
This disconnect between the content marketers are creating/promoting and the content their audiences actually want, only seems to be growing.
To close that gap, you want to focus on your most valuable marketing and sales asset.
A high performing website will consistently transfer information and findings to marketing and sales.
But the current website design process isn't set up to deliver these type of results.
The current process is based heavily on assumptions (not data), developed in the dark over a few months, and remains static after launch for some time.
Costs go up, the timeline gets stretched out and scope starts changing. This additional tug on resources is risky.
A Smarter Web Development Process
Growth-driven design is a smarter website development process, built on data, for a specific audience.
The first step in the growth-driven design methodology is developing a strategy focused on delivering a specific experience for an audience.
The second step is to build and launch a website that is better than the current version but only the starting point for the third step.
And finally, the third step is to continually improve the website overtime, looping through testing all the major functions and behaviors.
Growth-driven design is less risky because costs are spread out over time and decisions are made with data.
It allows you to consider things like how people are actually consuming content.
So What Formats Do They Actually Prefer?
When it comes to content, video is winning (great for websites!) People tend to pay close attention to videos. Videos are consumed thoroughly way more often than other forms of content.
Yet 60% of marketers say blog content creation is their top inbound marketing priority.
These two data points are a good example of the gap I was referring to above.
Data like this should prioritize video creation on website pages which can then be repurposed on social media.
The second most consumed form of content is social media posts.
Social media content should be bubbling to the top of your content strategy. Not only because people tend to pay more attention to them, but also because 45% of people want to see more social media content in the future.
The most of any type of content.
Let's Face it
Leaving money on the table is frustrating.
To avoid this trap, focus on improving your website over time. Rethinking your website's development strategy will help you focus on delivering real, lasting value to your audience.
Stop thinking of your strategy as an afterthought or as basic and therefore unimportant piece of the puzzle. To separate yourself from over half of all other marketers, you simply need to document a strategy, and regularly review and update it.
We can walk you through developing a growth-driven design strategy.
Growth-driven design was developed by Luke Summerfield of HubSpot as a solution to the frustrations that come with traditional website designs.
Leave your comments below. You can also find me on the the growth-driven design slack group!