Several years ago Kmart ran a series of commercials highlighting the Martha Stewart collection. The message was simple – Martha’s collection made it easy to create a unified, cohesive look in your home. That’s exactly the impression your online marketing should make: everything goes together, and each element compliments the others, rather than clashing.
In the commercials Martha said something like, “these are the sheets, that go with the towels, that go with the curtains, that go with the pillow cases.” Use that same approach with your online presence… this is the web site, that goes with the blog, that goes with the Facebook page, that goes with our tweets. Present a unified, cohesive message across all your marketing channels and make it easy for your customers to know your business.