Field of Dreams
It seems that everyone and their mother has a website these days. And a Facebook page. And a Pinterest, Google+, or Twitter account. Oh, and a blog.
If you’re a business, let’s add in Facebook ads, a YouTube channel and a monthly enewsletter.
You built it, so they will come, right?
Wrong.
Derek Allard is a website developer who has been designing and building websites for some 15 years here in western Mass. But he’s also focused on helping people get the most out of what has evolved to be their full-spectrum digital presence. He’s very busy these days dispelling the myth made famous by Kevin Costner in “Field of Dreams:” “Build it and they will come.”
Derek, who is founder and owner of Tunnel 7 in Easthampton, has become an expert in working with clients to help them improve, integrate, and leverage their digital channels.
How does he do it? These are just some of the steps he takes:
- Review the analytics of the website and social media accounts to see what pages and content are languishing and which get all the eyeballs, let alone where referrals are coming from
- Conduct website user testing: One-on-one sessions with actual humans to see how they navigate the site, what they miss, what they like most, what they wish was there
- Make those needed adjustments to the website (this doesn’t have to be a complete overhaul) to better link and leverage all your digital properties
- Build an editorial calendar:
- Key topics to write about and when
- Where to post them and when
- Write, post, test, share, analyze, adjust. Repeat
I have seen clients enjoy significant improvements in reaching their digital marketing goals after Derek’s consultation.
Yes, he’ll dispel the myth, but you do have to keep your digital house in order once he’s done. He’ll come back for a tune-up once in a while, but plan to take over the controls to get the most out of it.
