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One major misconception that I have heard, while working with organizations of all sizes is that their website is a marketing tool. While they can be used in this manner, they are actually much more. Having a website that is effective is not a luxury, it is an absolute necessity. Websites are actually a direct extension of your organization, and should be treated as an integral part of it. Common practice in times of economic uncertainty is to scale back advertising and marketing. While this may be appropriate for some organizations, this should never happen to your website.
To help portray this concept I have created a list of 5 things that websites are:
Your Brand’s Most Visible Voice
In the majority of cases, your website is your brand. It serves as the main place a potential new member establishes their perception of your organization. To these new visitors, the impression your website leaves of your brand is critical. A poorly executed or designed site can remove all sense of credibility or value.
Your Member’s Day-to-Day Contact with Your Organization
Your website not only needs to attract potential new members, it needs to retain your current ones. A lot happens in between your formal events, having a website that serves as a place to connect with the organization on a members personal schedule is invaluable. Having compelling content in place will assure that members view your website as a resource.
Your Opportunity to Become More Agile
Tools like blogs allow your organization to grab immediate feedback from your members and make real-time decisions. Your can use these tools to judge your member’s opinions make sound decisions in minimal timeframes. Information can be shared in a way that is not only more economic than traditional methods, but also faster and more eco-friendly.
Your Opportunity to Help Members Interface
All the “web 2.0” hyper babble aside, a well executed website can help your members communicate with one another in ways otherwise not possible.
An Educational Tool
Some members are not going to have the resources available to attend all of your events. The ability to receive at least a piece of that information online will ensure that they are not missing out completely. Resources can be shared, that might otherwise not find its way into these members hands.
While websites may be a huge marketing initiative for your organization, they are also essential for operation. Choosing to scale back or avoid your website during times of economic uncertainty can effect your organization for the worse, something no one needs.
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