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DIGITAL CASE STUDIES: How to Use Your Website as an Effective Marketing Tool

Arnold Lumber used already existing marketing tools to help promote their new site when they launched it in the spring of 2014. They included fliers about the new site in promotional mailings and also posted information regarding the new site at live events.

Cheryl said that lumberyards looking to improve their online presence like Arnold Lumber has, need to recognize that a good website is going to be an evolving project. “You’ll always want to keep it updated. It’s not something that you’ll want to just leave out there. You can be as hands on as you want to.”

Tactics:
Implement the following into your website.

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Product Information:
A customer going to your website is likely visiting in search of product information. They are either considering a purchase and looking at product specs and options and comparable products or if they have already made a purchase, they may be looking for warranty information, MSDS data sheets, rebate information, or installation videos.

Contact Information/Request a quote:
Another reason a customer is going to visit your website is because they are looking for contact information. Make sure this information is highly visible on all pages of your site. Let your site serve as both a customer service manager and sales consultant. Give them the answers they need and enable your site to gather contact information for a follow up email or call.

Social Links and Newsletters:
Social media and newsletters provide another cost-effective solution for you to keep in contact with your customer. Include links to your social profiles, and if you have a newsletter, include a sign-up box.

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Like Arnold Lumber, you can rely on an agency or service that can help you optimize your web presence, or you can choose to go about these plans on your own, which we will highlight in future Digital Case Studies. Either way you go about it, a well built website is like a well-trained member of your staff that can answer questions, generate leads and help bring in sales.

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