The difference between just a website and a marketing site lies in the value you unlock for your customer. Anybody can create a web presence, but few can create platforms that visitors return to.

How to unlock?

You need to know your customer. As cliched as that is, you need to know what will keep them coming back for more. In many respects you need to remain one step ahead. Radio stations do it all the time with the ‘we’ll look at the latest in xyz after the break’, or ‘after the news you could win a week in London’ etc. There will be the odd occasion where you sit in your car just to hear what the fuss is all about.

Websites should be the same. Can your customers really afford not to visit your site once a month? If so, then I’ll wager that you don’t have a plan for your website. Just 12 ideas for the year, 12 reasons for customers to come back for more. As with all things 12 could easily become 24.

Similarly 12 newsletters to go out.

It doesn’t sound like much, but it does take some time and effort to make 12 ideas real.

Make a plan, unlock the value.