Understanding Digital Marketing: How to Optimize Your Website and Improve User Experience

What is Digital Marketing?

Digital marketing is a broad term that describes any digital platform you use to promote, market, or solicit sales for your business. This can include:

• Website
• Newsletter
• Podcast
• YouTube
• Blog
• Social Media
• Lead Generation Campaigns
• Google Business Page
• Online Ads
• Online Review Platforms

Where Do You Start with Digital Marketing?

Begin with your website. If you don’t have one, find a skilled designer to build a professional site. If you already have a website, work with someone who can review it from a customer’s perspective to understand the user experience (UX). Often, we overlook the value of user experience on our digital platforms—especially on our websites.

Websites are commonly designed to look a certain way with little understanding of how users will engage with the website. Are your users older? Maybe a larger font would be beneficial. Do you use industry lingo that possibly isn’t familiar to the user? Do users have to hunt around over multiple pages to get information?

There is a common myth that users dislike navigating through multiple clicks to find what they need. While excessive clicks can be frustrating, users are far more annoyed by not finding the desired information at all. [source]

Enhancing Your Website’s User Experience (UX)

To create a user-friendly website, keep these essential points in mind:

• Usable: Is it easy to navigate?
• Attention-Grabbing: Does the platform evoke a positive response from the user? Is it visually appealing? Does the content stir an emotion or interest?
• Trustworthy: Is the content credible?
• Accessible: Is your site accessible to those with disabilities?
• Findable: Can your visitors actually find what they need?

This checklist is adapted from the User Experience Honeycomb.

Understanding Your Target Audience

A vital part of solving UX challenges is understanding your target audience. When you know who your audience is, you can tailor your content messaging and design to meet their expectations.

Steps to better understand your audience include:

• Define Your Target Audience Demographics: Age, gender, location, income level, etc.
• Understand Their Psychographics: Interests, values, lifestyles, and behavior patterns.
• Align and Solve Needs and Pain Points: Ensure your content addresses the specific challenges and questions your audience faces.

Quality Content Creates Better Connections

Once you understand your audience, ensure your website contains the information they’re looking for. It might seem obvious, however, I have reviewed many client websites and found simple details like no phone number or social website links that aren’t properly linked, or worse, old information about products and services.

Your content should clearly reflect what your business stands for while speaking directly to your target audience. Think about your Content Pillars—the key talking points about your business such as what you do, why you do it, how you’re different, and the solutions you provide.

Ask yourself:

• If someone visited my website, could they quickly understand what I do?
• Would they know how I can help them? Or why I am the best person to help them?
• Is it easy to contact me? Or do I make them go through unnecessary clicks to connect with me?
• Does the site strike a balance between being visually appealing and functionally effective?

Your website should serve as the main hub for your digital marketing efforts. It’s where you invest the most time, energy, and money to ensure it reflects your mission, values, and goals. Once it’s optimized, you can repurpose its content across your other digital platforms like social media, newsletters, blogs, or podcasts.

Integrating Your Digital Marketing Platforms

Your website is the foundation upon which all other digital marketing efforts are built. For instance, if you have detailed service offerings or product information on your site, you can:

• Create engaging social media posts that highlight product features.
• Develop newsletter articles that explore deeper insights.
• Write blogs or record podcasts that offer how-to segments or industry tips.

This integrated approach ensures consistency in your messaging and reinforces your digital presence across multiple platforms.

Digital marketing is more than just maintaining an online presence—it’s about creating a user-centric experience that resonates with your target audience. Start by perfecting your website, the cornerstone of your digital efforts. A well-designed website that is usable, attention-grabbing, trustworthy, accessible, and findable sets the stage for effective content marketing and customer engagement across all platforms.

By understanding your audience and aligning your content with their needs, you can build a robust digital strategy that drives growth and fosters lasting relationships. Now is the time to evaluate your digital assets, refine your approach, and transform your online presence into a powerful marketing tool.