Synergy. It’s a word that most entrepreneurs and professionals have read or heard before, although it’s understandable if you don’t remember its exact definition. The term, which can be accurately defined by with the phrase “The whole is greater than the sum of its parts,” is often held up as an example of an empty corporate buzzword, symbolizing unfocused or simplistic management. Synergy is often just a fancy way of saying “let’s all work together,” which is practical but obvious and somewhat naive business advice.

However, when it comes to the online presence of your business or organization, synergy does have a very specific and relevant meaning, and the concept of applying synergy to the various components of your online presence can result in real-world benefits for you and your business. Simply put, applying synergy to your online presence can mean the difference between your social media accounts, blog and website working efficiently as a new business and lead generator, or failing as a useless “black hole” in which your time and limited marketing resources are ultimately wasted.

The Importance Of The Whole

How does synergy apply to your online presence? It all revolves around the importance of aligning your various online properties, including your social media accounts, blog and website, in order to have each part work together as one. When we think the online properties that represent our business, it’s very easy to think of them as separate entities, since your social media accounts are hosted by separate social media companies, with different formats and restrictions on content.

It’s also easy to understand the concept of aligning your content marketing, or posting the same links and content to each service. But creating a marketing funnel requires more than just ensuring that all of your content marketing is consistent across every platform; creating a marketing funnel also requires that you coordinate your content and links to actively draw readers from your blog and social media back to your website. Once on your website, you can then use special tools and strategies designed to convert these readers into customers.

Why Is Your Website So Important?

As the leading social media services, including Facebook and Twitter, continue to grow their respective market shares and prominence as political, cultural and economic powerhouses, some small business owners believe that social media should function as the primary vehicle for driving marketing conversions, with their organization or company’s website taking a back seat. While Facebook and Twitter do have robust advertising and analytics platforms, relying on one or two services to serve as the hubs of your marketing initiative can limit the potential of your website to act as a fully-customizable platform that’s completely within your control to customize and adapt to your continually-changing marketing goals and initiatives.

Maximize Your Conversion Potential With Landing Pages

Once you’ve successfully funneled prospective clients or customers back to your company’s website, it’s important to utilize your website to its full potential – after all, if your website isn’t designed to convert visitors, all of the time, money and other resources you’ve invested in your content marketing will be for naught. Luckily, modern Content Management Systems (CMS) such as WordPress and AllProWebTools allow you to create custom landing pages that are specifically designed to boost the conversion process. With custom landing pages, you can target your funneled readers and followers with specific promotional campaigns, discounts, contests and giveaways, allowing you to maximize your website’s potential and convert more visitors into clients or customers!