The website is the only digital channel of interacting with customers that a marketer has 100% control over. When built well, the website is the place where the real business occurs. Real business is the conversion of visitors to clients.
As a marketer or entrepreneur, it is very important that you learn to manage websites. While there are a number of CMS systems out there, I will recommend WordPress for you. Why? Because 40% of the internet runs on WordPress and chances are high that the websites you will work with will be running on WordPress.
In my many years of dealing with clients, one of the main drawbacks in implementing digital marketing plans is the delay that comes from consulting the IT department or external website maintenance partner to make updates on the website.
A digital marketer who can manage websites can run an advertising campaign (on Facebook, for example) and have the information about that campaign on the website presented in the way they prefer. Without the skill, there is a chance that the marketer can run the adverts referring people to the websites when there is no information on the site about the campaign.
A lot of marketers seem to shy away from learning content management as they believe that they need to learn to write codes and do other complicated tasks. However, due to advances in technology, it is now easy for anyone to learn website management without writing a single line of code.
It is equally important for entrepreneurs to have the website management skill. Managing your own website gives you the power to make changes as quickly as possible without extra expenses.
A lot of entrepreneurs with websites do not blog and this is an unfortunate situation. Blogging gives your business a chance to establish itself as an authority in their field. For example, if you are selling paints you can write articles that address the questions your potential clients may have. This provides valuable content to your clients and can make you stand out from your competition. You can write blog topics with such titles like 1. Choosing the right paint for your exterior walls 2. Differences between oil and water based paints etc.
Responding to comments from your website visitors is an important aspect in your engagements with them. Not responding to these comments is the equivalent of ignoring a customer with a query in your shop. As a website owner, you will need website management skills to be able to respond to visitors.
The website is the equivalent of your digital front office and should be used to make official announcements to make them credible. You should use your website together with While it is sensible to use other channels like social media to make announcements about your business, you want to make sure the same information is on your website as well. For example, if you are announcing a flash sale on Facebook you have the same information on your website. Having such information on social media only may not be the best way to communicate the information.
Remember these days a lot of fake news items are circulated on social media so some clients may dismiss an announcement they only see on social media without the same information on your website. Thus marketing and PR professionals in this age need to learn how to manage websites so that they can communicate with their clients on the official business channel
A good strategy for digital marketing should involve some kind of content marketing. With time, some written content becomes old and will need to be updated. The ability to manage websites will give marketers the ability to update their content timeously.
The digital marketer should be able to manage event calendars effectively from the website.
At this point, I should clarify that website management skills do not include technical maintenance elements. Website maintenance involves technical elements, including adjusting website design, backing up and restoring, extending website functionality and optimizing the hosting environments.
So after the learning how to manage the website, the maintenance skills are still very necessary. And should be left to people skilled in that area as making a small mistake can ruin the whole website.
The ability to manage websites will give any digital marketer and entrepreneur a competitive edge. Digital marketers will be able to plan and manage digital campaigns with minimal reliance on the technical team.
At Afrodigital we are committed to helping digital marketers and entrepreneurs learn the skills that push their businesses forward, and we have designed the website management training which you can read more about here. (enter link here)
Do you think learning website management can help you in your business? What other advantages do you think you can get from learning website management? Will you be interested in taking our website management course? Please share your thoughts on these and other pertinent issues in the comments below.