How to Market Your Website in Five Steps
So you’ve had your all-singing all-dancing website designed and developed, and you’re now ready to start attracting the masses. First things first you need to think about your business objectives, target market and how you can find and attract those types of customer. Devising an effective digital strategy is the first step in the process, and this will help point your business and website marketing into the direction it needs to go. There’s no point taking an unfocused approach with no thoughts to targeting or relevancy as this is a surefire way to wasting both time and money. Thinking about your online strategy first will help you identify the most effective tactics that you can employ to accelerate your website’s profit generating potential. This article will provide five effective ideas on how to market your website, so you can pick and choose the ones that are most relevant to your business.
- High Quality Content – If you’ve spent a bit of time in the whole ‘internet marketing’ world then you’ll probably be sick of hearing the term ‘content is king’, however if you are looking at receiving some good karma from Google then the phrase still rings true. Your primary focus should be to provide value to your user, and your potential customers. This can be in the form of blog articles, product reviews, industry analysis, whitepapers, free e-books and much more. By incorporating keyword phrases that your target audience is likely to be searching for this will help your articles get found by the search engines and consequently your potential customers.
- Search Engine Optimisation – Whilst this isn’t directly an active marketing approach, it is an essential strategy for getting the high quality content that you’ve created found and noticed. Search engine optimisation, or SEO as it is widely known, is the practice / art / black magic of getting your website and articles as search-engine friendly as possible. Whilst quite a lot of this is on the technical side, there are lots of things that you as a business owner or marketer can implement. These range from researching what keywords have the most searches and the least competition, to trying to get other websites in your industry or locality to give you a link to your site. SEO is changing all the type, and techniques that worked yesterday aren’t necessarily the best to use today. If you focus on creating high quality keyword-rich content though then you can’t go wrong.
- Pay Per Click Advertising – there are a few different ‘pay per click’ (PPC) networks out there. The biggest players are currently Google Adwords and Bing Ads, and if you are wondering how pay per click works you begin by creating a short advert that is displayed at the top or side of the regular search results, and then choosing which keywords you want to target. For example if you sell flowers in Newcastle, you might want to choose keywords such as “florists in Newcastle”, “Newcastle florists”, “buy flowers Newcastle” for example. Then as the name suggests you set a bid price per keyword and for every visitor that clicks on your advert you pay a set price, ranging from around 10pence to well over £20 for some expensive finance related keywords.
- Facebook Advertising – It might not be appropriate for all types of businesses (particularly business to business websites), however advertising your business on Facebook can be quite a clever and affordable way of reaching your target audience. With roughly half of everyone in the UK having a Facebook account the social platform has a huge user base. One advantage of creating a Facebook advert is that they allow you to finely target your ad to specific types of user, those with specific interests, hobbies or demographics (eg: age, gender etc..). You can set up ads to achieve specific goals, such as encouraging click-through’s to your website or likes to your Facebook page.
- Email Marketing – Email marketing can be a really effective way of reaching new customers, engaging with your existing customers and encouraging customer loyalty. To be done correctly this needs to be much more than just spamming a bought email list, ideally you want individuals to have specifically registered to receive your emails. With all of your email communications you should keep it relevant, interesting and targeted to your audience. Your publishing schedule should be consistent and ideally you shouldn’t vary it too much – if you say it will be monthly then make sure you don’t miss any or send too many. As to sending unsolicited emails to businesses – this can technically be done without breaching the anti-spam regulations, however you have to be really careful. Basically you can email a corporate subscriber for corporate purposes, however make sure it is a limited company or PLC, and not a sole trader or partnership. If in doubt check with your solicitor, more information is available here.
The above tactics should hopefully give you a few ideas and insights into how to market your website online. These are just a few of the many different methods you could use, once you have decided which mediums are best suited to your specific business then the next step is to start devising interesting and varied ways to put these to good use. Think laterally and try an approach that really sets your business apart, there’s no point in doing something exactly the same as everyone else. Differentiate your business and really make it stand out from the crowd, that will give all of your marketing efforts a much better ROI.
If you want to chat through the different strategies and tactics that you could employ then please feel free to get in touch to see how we can help your business.
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