Today’s technology has certainly changed the way marketers reach potential customers. The internet, social media and mobile smartphones are just a few of the new ways to engage a target audience. But with all these increased opportunities also comes a need to convert that engagement into revenue. Successful marketing campaigns can lead to a boost in website visits. But visits don’t mean much without a final sale.
That’s where an effective content management system comes into play. Using a CMS as your hub for cross-channel marketing efforts can help keep messaging consistent and customized for your audience.
1. Keep Messaging Consistent
Basically, no matter what avenues your marketing team is using, you’ll want to know exactly what the users are doing with that message. And whatever content that message contains, you’ll want it to be consistent over all platforms. The print, online, social media and mobile outreach should all lead back to certain pages on the website. Whether that is a “contact us” page, a product page or your main home screen, an effective CMS allows you to track who is visiting that page and how they got there. This can help determine marketing campaign success and make future outreach efforts more efficient.
2. Customize Your Content
But perhaps more important than finding out how many users are reaching your pages is finding out who exactly those users are and how they are interacting with your product. By syncing your CMS with your marketing plan, you can find out what type of consumers are being reached, what they are interested in and how often they are making purchases. Knowing this information about your customers will then help you customize content to better address their situation.
3. Address Customer Questions
The fact is, when users enter your website, they want to see two things quickly. First: do you appear to be a legitimate, trust-worthy business? Second: can you solve my problem? An effective CMS can help address both these issues, giving you a clean, consistent website that can be edited regularly in order to better address customer questions.
The best way to earn customer trust is to answer their questions before they have a chance to ask them. Tracking user movement within the website can help you do just that. If most users are clicking your marketing campaign, then through several links before stopping at a specific service or product page, a CMS allows you to easily make that page more accessible.
4. Use a CMS Tracking Service
A CMS tracking service can also help your cross-channel marketing speak more directly to the audience. Say for instance that you notice a lot of users viewing a specific product page mentioned in a social media campaign, but few are actually making purchases. Because you were able to access this information through the CMS, you can now offer those same social media contacts a special on that product in order to push more conversions.
5. Build a Mobile Version of Your Website
The mobile platform provides a relatively new way to reach users but also puts increased importance on the mobile-friendliness of your website and CMS. With more and more users opening emails, viewing websites and even shopping on their smartphones, businesses need to bring all the functionality of their website to mobile devices.
A Web CMS can help you build an entire mobile version of your website, allowing these targets to find what they are looking for and make a purchase all on a smartphone. You can even track which devices are more commonly visiting your mobile site (i.e., iPhone, Android devices, BlackBerry) and then customize future marketing messages for their platforms and devices.
Overall, cross-channel marketing is becoming increasingly important in today’s world, but it can only be as strong as your web presence. Marketing efforts may draw customers in, but an effective website is what drives conversions. A content management system is not just a way to manage and edit a website. It is quickly becoming the hub for cross-channel marketing, turning interest into revenue.
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