Rethinking Your Digital Strategy: Set Yourself Up for Success
Latara Dragoo
Coaches & Authors struggling with tech overwhelm hire me to help them create a strong online presence to attract their ideal clients and stay in their zone of genius. Marketing Strategist, Bestselling Author, Speaker
Have you ever felt like your website just isn’t doing what you need it to do? Maybe you’ve considered investing in a brand-new website, thinking that a fresh design will fix everything. But what if the problem isn’t your website at all? What if the real issue is that you’re simply not getting enough people to visit it in the first place?
Many entrepreneurs believe their website should be the ultimate conversion tool, turning visitors into paying clients. However, a website functions differently from a landing page. While a landing page is designed to drive visitors toward a specific call to action, a website often serves multiple purposes and contains various calls to action. Because of this, it’s not necessarily the best tool for converting leads into customers.
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Your Website as a Credibility Tool
Today’s consumers do their research before making a purchase. Your website plays a crucial role in this process—it establishes your credibility. When potential clients look you up online, they want to see that your business is legitimate. A website provides the essential information they need to verify your expertise, services, and brand reputation. However, it’s important to remember that your website alone won’t bring in leads—you need additional touchpoints to attract and engage your audience.
The Power of Attraction Marketing
Before a potential client makes a purchase, they usually engage with your content multiple times. They may browse your social media, watch your YouTube videos, or read your blog posts. Some may even follow you for weeks or months before making a decision. This is where attraction marketing comes into play. You need to create multiple opportunities for engagement, allowing potential clients to get to know you before they ever land on your website.
If you’re not ranking on the first page of Google for your ideal client’s search terms, you need alternative strategies to drive traffic to your website. Social media platforms, email marketing, books, webinars, and other forms of content marketing can all serve as entry points into your customer journey. These elements should work together to build awareness and trust with your audience.
Are You Underutilizing Your Existing Content?
Another common mistake entrepreneurs make is undervaluing their past content. If you’ve hosted webinars, recorded live events, or created online courses in the past, those materials still hold value. Repurposing old content can be an excellent way to engage new audiences without starting from scratch.
For example, if you’ve recorded past webinars, consider repackaging them into a digital course. If you’ve created YouTube videos but haven’t promoted them recently, share them on social media or embed them in blog posts. Even older content that you’ve dismissed as outdated might still be highly relevant to potential clients who are just discovering your work.
Leveraging Summits and Online Events
If you’ve hosted a virtual summit in the past, you may have recordings of valuable expert sessions. Many entrepreneurs make the mistake of taking this content down after the event, especially if they offered a VIP upgrade for lifetime access. However, restricting access indefinitely limits your reach and revenue potential. Instead of letting those recordings collect digital dust, consider repurposing them into an evergreen course or membership offering.
When hosting summits or featuring guest speakers, it’s essential to have agreements in place that allow you to reuse recordings. Your contracts should clearly state that you retain the rights to repurpose the content for promotional materials, future courses, or other business initiatives. By doing so, you maximize the long-term value of your events and create additional revenue streams.
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Don’t Abandon Your Digital Assets
Many business owners make the critical error of deleting or abandoning existing digital assets because they believe they’re outdated or no longer effective. This includes social media business pages, online courses, and even published books.
For instance, some entrepreneurs have been advised to shift their focus from business pages to personal profiles on social media. However, deleting an established business page with thousands of followers is a mistake. Instead of starting over, use both your business page and personal profile strategically to expand your reach.
Similarly, if you have courses published on an e-learning platform like The Great Discovery, don’t remove them just because a marketing consultant suggests switching to a new platform. If your content is already published and available, keep it live—it’s a valuable asset that can continue to generate leads and revenue.
Final Thoughts
Before you assume your website is the problem, take a step back and evaluate your entire digital strategy. Are you driving traffic effectively? Are you leveraging past content to engage new audiences? Are you making the most of your existing digital assets?
A successful online presence requires more than just a well-designed website. It involves consistent content creation, strategic marketing, and utilizing every available tool to build relationships with potential clients. Instead of investing in a new website right away, focus on optimizing what you already have and creating multiple touchpoints for engagement. The key to success isn’t just having a website—it’s making sure people actually find it.
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