Is your Website a Marketing Hub?

The marketing hub idea, sometimes called “the social marketing hub,”or “the enterprise marketing hub” has to do with using your business website to engage customers on multiple marketing platforms at the same time.

Some authorities are saying that creating a marketing hub is synonymous with inbound or content marketing. 

The idea of a “marketing hub” has been adopted by a number of companies that make software and organizations that advocate for particular points of view.

This wholesale adoption of the idea makes the actual methodology hard to pin down. However it clearly came out of the growth of inbound marketing methods.

Inbound marketing also calls for the use of social media.

Social media can extend the reach of your company brand by providing expertise and information you have gained from your business to connect your brand as broadly as possible with trustworthiness and expertise. 

The purpose of your wide reach through the web community is ultimately to bring prospective customers to your landing page and into your sales funnel.

If you ask the question, “Is your website a marketing hub?” you are really asking, does your website draw interest through a wide range of multichannel interactions with customers and prospects in order to help marketers come up with customized marketing campaigns that lead to conversions and increased business.

Is your website the center of a broad range of inbound marketing reach?

The core of the marketing hub idea is the blog.

Blogs are the most direct and effective way of presenting your brand to the larger community and adding the value of your expertise to bring people into your community of interest.

Blogs fuel social media, search optimization and the sales process.

Heidi Cohen, writing for the Content Marketing Institute, describes how and why to make blogs into a marketing hub.

  • 1Blogs are owned media. The content is yours in your own space. You are not at the whim of social media sites that are in constant flux.
  • 2Blogs can become social media sites. You can use your blog to invite comments and create a popular community built around your brand and business. According to Hubspot statistics, blogs top other forms of social media for marketing effectiveness.
  • 3Blogs support search engine optimization because they are broadly interesting and informative and because they are structured around popular search words
  • 4.Blogs drive sales when they are written about how your products are used in the context of solving problems.

To get the full impact of your blog, get your own domain name and host your blog on your own site, or incorporate your blog into your overall business website using a subdomain structure.

This will mean that your blog will show up independently in the search engines.

In addition, of course, the widely used social marketing channels should not be ignored.

In order to complete the formation of your own marketing hub, you have to reach out into the community to engage interest and attract people to your own blog and ultimately to your own sales funnel.

Your company should have a presence on Facebook, Linked-In, Twitter, Google + and other broad appeal social media.

You should be engaging and try to foster conversation on subjects where you have some authority.

Building a marketing hub is not expensive, but it can be an investment of time and energy.

You have to be a continuous presence because the discussions that you start may go on for a time but need constant refreshing.

At all times you have to be professional and engaging.

Make sure all of your postings are professional, and display your authority and dedication to your field.

As with any kind of marketing, you have to be careful not to be self-indulgent or go off on destructive tangents.

It is often useful to engage professional writers to take some of this burden from your shoulders.

Marketing hubs are not manufactured or instantly created out of nothing.

Marketing hubs are the outcome of careful campaigns of inbound marketing. Websites become marketing hubs when you succeed.

With the rise of blogs, social media and sophisticated web search behavior, it is easier to understand what your target audience is doing online.

Once you understand where your customers are online and what they are doing, you can create meaningful ways to connect with them and demonstrate your value.

At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience.

For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

Learn how to make your marketing strategy more successful by creating personas.

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