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Why Digital Marketing & Web Development Should Work Together

March 17, 2021

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Today, businesses leverage digital channels more than ever and digital marketing has gained traction as a means to support companies build and sustain their digital efforts.

The current business climate requires brands to develop digital tactics that help them connect with customers online, where they are currently spending most of their time. 

The most successful digital marketers are those who can gain a clear perspective of what a company’s needs are based on the digital environment they are part of and the way customers relate to their brand. In other words, to succeed at digital marketing, businesses need to develop a holistic approach that keeps up with the increasingly complex demands of customers.

How important is web development to sustain digital marketing efforts?   

An important element of this holistic strategy is your online presence. A strong, optimized website that supports the needs of your customers is of the utmost importance when planning your digital marketing strategy.   

Both online and offline marketing leads people to your website, so the main interaction between your business and your customers happens on your website. That’s why investing your resources in building and optimizing your site is vital to the way customers perceive your brand. A long-term business relationship very often has a foundation that relies heavily on your online presence, especially in the digital world. 

Marketers need to build digital relationships and reputation before closing a sale.” – Chris Brogan, Chief Executive Officer of Owner Media Group

What does it take to build a strong online presence?

When building and designing your website, there are a few important questions to ask:

  • Is my website user-friendly and does it meet the needs of my customers?
  • Does my website reflect my brand and my business’ culture?
  • Is my website performing well on search engines?
  • Is it responsive and optimized for mobile devices?
  • Do my pages load quickly?

If the answers to these questions incline towards a negative balance, then your digital marketing strategy might prove to be ineffective or even damage your business.  

How to get digital marketing and web development to work together

Search engine optimization (SEO) is an important element of a robust digital marketing strategy and it involves optimizing your website to rank higher in the search results, thus growing your organic website traffic. 

Taking into consideration SEO when building your website can make the difference between success and failure in the long term. You can do the SEO research on your own or hire a specialist that will do the job for you. Either way, SEO is not optional if you want your business to thrive in the digital landscape. 

 To furthermore increase the functionality and engagement of your website, pay attention to another essential digital marketing tool: content marketing. 

Content is still king and you want to ensure that your website fully leverages this amazing tool to generate traffic growth, brand awareness, and, of course, customers.

Your website should include a blog page with up-to-date articles that support your industry expertise and position you as a trustworthy advisor for your customers. Ultimately, this helps you build more opportunities to convert website visitors into potential customers. 

Other types of content to provide on your website are eBooks, white papers, or infographics.

Content builds relationships. Relationships are built on trust. Trust drives revenue.”– Andrew Davis, Bestselling Author, and Keynote Speaker

Don’t forget about the user experience

The demands of digital users have become increasingly complex. People have more options to choose from in the digital environment and they are expecting easy-to-use, accessible, and worthwhile digital experiences. 

The approach to web development today is a user-centric one and its ultimate goal is to offer streamlined, personalized user experiences that people want to get back to. 

That’s why digital marketing and web development work wonders when done in tandem.