Web Development: Understanding its Place in the Marketing Mix

Web Development: Understanding its Place in the Marketing Mix

Search Engine OptimizationSocial MediaWeb Development

Integrated Digital MarketingThere’s a lot of temptation to think of the different pieces of digital marketing as separate. SEO is SEO, social media is social media, PPC is PPC—read up on enough strategies for each individual piece, and you’ll know how to make sure each ingredient in your digital marketing salad is fresh and colorful. More and more, though, it’s becoming clear that, unlike vegetables in a salad, the individual ingredients in your marketing strategy don’t stand alone. SEO isn’t a carrot, social isn’t a tomato; they’re more like the flour and sugar in a cake. You don’t just open up a bag of flour and start eating; flour doesn’t taste delicious until it’s part of a cake. Just like the ingredients in a cake, the various approaches to digital marketing rely on each other to come up with real meaningful results.

Your website, in a lot of ways, is like the cake batter.

Web design and development, like any part of your strategy, don’t stand alone. However, while the various segments of marketing rely on each other, web design is more like the culmination of your various marketing efforts, and should be treated as such. Creating your new website, or redesigning an old one, is where your integrated marketing strategy should get its chance to shine, bolstering your website and contributing every step of the way. To give you a better idea of what that looks like, here are how some of the most important segments of digital marketing should work with your web design:


Your Website and SEO: This one should be fairly obvious, but businesses still have a hard time making search-engine-friendly website. More than any other part of the marketing mix, SEO must have a hand in the web development process. On-page SEO, whenever possible, should be a process that begins when the new website is being designed and built; the technical, nitty-gritty tactics of SEO must be integral to your web design strategy, and not an afterthought.

Optimizing your web copy, your site map, and your site architecture from the start means that your website is ready to get you the results you need once you launch it, with minimal tweaking later on.


Your Website and PPC: The customer-reaching power of PPC ads and the fantastic, content-rich website you’ve built and designed meet each other in the middle at landing pages. If all of your PPC ads are directed at the same landing page, you might not be taking full advantage of your opportunities. Taking your PPC campaigns into consideration when working on your website—and vice versa—can do wonders to keep your potential customers on your website and drive conversions.

Instead of sending everyone clicking on your PPC ads to your homepage, create custom landing pages for each product you advertise via PPC. Designing eye-catching landing pages complements your website and drives conversions, and customizing them based on where your traffic is coming from is a smart move that will yield the best results. Custom landing pages are obviously not just a good tactic for maximizing the conversions you get from PPC, and you should consider employing them whenever possible.


Your Website and Social: The bare minimum here is to make your visitors as aware as possible of your social media presence by featuring social media buttons visibly on the pages of your website. Any and all content should be easily sharable on Facebook, Twitter, and other social media, as well as on social bookmarking sites, through buttons on each page containing articles, videos, infographics, or blog posts. Social media makes a great call to action, as well—reminding your visitors to like you on Facebook or follow you on Twitter to keep up with your content, when done tastefully, can bolster your social media efforts significantly.

That isn’t the only place social media has on your website, though. Here’s just one tip: if you run contests, advertise promotions, or have other fun social media campaigns going on, make sure the visitors to your website know about it! Your social media campaigns are prime content for your website—a well-done social campaign makes your brand more interactive, more human, and more relevant. These are all things worth showing off on your website!


Your website is your brand’s most important online real estate, it better be doing the best job it possibly can of showing off your brand and drawing in visitors. A good website is like a good cake: a seamless integration of all of your digital marketing ingredients. A website without input from each part of your marketing mix is like a cake without flour, sugar, or chocolate frosting—which is to say, not much of a cake at all. Let inSegment help out—we can integrate your digital marketing into a cohesive conversion-driving machine with your website right at the hub.