Setting up a marketing hub is one of the best ways to manage your entire online business portfolio.
When it comes to digital marketing, you definitely need a centralized website to act as the anchor for all of the other things that you have going on in your business.
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What is a Marketing Website Hub
What exactly is a marketing hub?
Your marketing hub is the central location that all of your hub elements are connected to. In other words, the marketing hub is your home base.
Most of the time, this is your company’s home page, although it doesn’t necessarily have to be the case.
Your marketing hub can be any website that you choose, but it does have to meet the requirement of being the central location for all of your marketing efforts.
Your hub goes out to all of your other hub elements, marketing channels, and the like, and in return, those same elements connect back to your hub.
Traditional Marketing vs. a Marketing Hub
If you think about traditional marketing as standing on a street corner using a megaphone to advertise your products and services, then think about a marketing hub as more like a focus group.
When you have a marketing hub, communication is a two-way street between your hub and the other marketing elements.
But you aren’t just communicating with elements, you are communicating with customers who populate those elements; social media is an example of a hub element.
A marketing hub is much more effective than traditional marketing because you aren’t just using one megaphone, you are using several, and to extend the metaphor further, you are also getting feedback from the ground so you can change the messages that those megaphones are broadcasting.
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Why You Should Have a Marketing Website Hub
Today, consumers buy differently than they did in the past. People used to be convinced by television, radio, and newspaper advertising. Now consumers are a lot smarter.
Now they actually research products and look for trusted brands to partner with.
The relationship between the buyer and the seller is much more complex and a marketing hub is more important than ever.
Here are some reasons why.
1. You need a place to send your web traffic.
Your job as a company, whether you are in retail or an internet marketer, is to get traffic. But what do you do with that traffic once you have it?
You need a quality website to send traffic to because that’s the place consumers will get their first impression of you – and that impression is usually pretty difficult to overcome.
2. It is the central location for everything that you are doing online.
You absolutely need a home base, whether it is for adding to a social media profile or sending web traffic that is ready to buy. Your website is the central location of your hub, but the center is not where the people are.
The people are elsewhere on the web. You need to reach out and meet them where they are, like on social media sites.
But your content will usually reside on your website. Your hub elements are cross-promotion for your central hub content.
3. It is an information source for anyone looking to find out more about your company.
Particularly for those looking for information during the buying cycle.
If you do not have that central location, not only do you lose a little credibility as a trusted partner in a value proposition, but you also lose the chance to answer the customer’s questions.
They probably aren’t going to work too hard to find the answers they need when your competitors are just one search result over.
4. Finally, it is a part of the team.
Your website has just as important of a job as anyone that works on your marketing.
In fact, your website has to work harder because it must be available 24 hours a day, ready to answer any questions that a potential buyer may have.
How a Hub Works
Think of a marketing hub website like a general sending his troops out to battle.
The first step in the process is reconnaissance. You need to find out what is going on out there in the field.
Luckily your troops (your hub elements) are there to provide you with on-the-ground feedback. This will allow you to change your website so that it is more receptive to those that visit.
This is two-way communication.
You send out messages to people on the web, they send messages back to you through their comments, buying decisions, and more, and then you take that information and try to determine how to shape your products, services, and marketing for them so that you’ll have the best chance of making a sale.
Be sure to check out the next post on How To Set Up Your Marketing Hub and the elements that are going to help create your hub.
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