Matt Jones of The Site Shed Podcast joins Stan to teach us how to use a website as a way to create a good business database that we can market to over time.
Use your website as a way to create content. This content can then be used to create leads. To run seasonal campaigns, it's important to capture customer data. You want to get people to your website, you want to create a community.
Using free guides and downloads, you can "tag" people so you can create lists so you are marketing the right things to the right people. When you are marketing, it's important to build trust by giving them information they can use. Communicate things that are relevant to the customer.