A website is not a marketing strategy

Is building a website the same thing as building a marketing strategy? It's understandable that people have started to confuse the two.

With so many amazing online marketing tools available and (in many industries) a shift away from traditional marketing media like printed materials, marketing for many businesses and organizations has become an activity that largely takes place on the web. It's easy to start thinking of using those online tools as analogous to creating a plan for marketing.

But just like a more traditional printed brochure, billboard or phonebook ad, a website is a tool that you use to implement your marketing strategy and communicate about your brand. You can't build an effective organizational website without having a marketing strategy in place first any more than you can give a great speech without first having something compelling to say.

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