I’ve been in the website design business for over 14 years and it always amazes me how many business owners never really seem to take marketing seriously after their new website has gone live. Many will spend countless hours, weeks, or even months planning how they want their website to work and look, but they never take time to plan a solid marketing strategy. I don’t believe that business owners purposely neglect to market their website, it’s just that they get too busy running the day to day operations of their company to make it all happen. Here are 6 key online marketing strategies that you can use for your new website before and after launch. Heck… go ahead and use these tips on your existing website too.
Search engine optimization (SEO)
SEO should be a part of your website marketing strategy from the very beginning. It needs to be integrated into your site build strategy, as well as any long term marketing plans. This will ensure that you’re not having to backtrack after your new website has been developed and having to make content and page changes that could have been integrated easily into your site from the very beginning. Keep in mind that SEO is an in-depth topic. Too much to cover here. If you’re not familiar with it, I suggest doing very in-depth research or hiring experts to help you.
Pay Per Click
Many business owners think that organic search engine optimization is the best way to increase traffic to their website and get new business. While Organic SEO can be very effective over an extended period of time, a website that is new or has very poor search result rankings may not see a payoff for a very long time. That’s where Pay-Per-Click (PPC) advertising comes in. Paying for sponsored links in search engines can greatly increase your site traffic, much like flipping on a light switch. Planning an Online Marketing Strategy, with a mix of PPC and Organic SEO efforts in its early stages, just makes good sense.
Blogging can be very rewarding personally and can help increase your bottom line for business. Because of its many benefits, I highly recommend creating a top notch, targeted blog that is fully integrated with your website. A successful blog can enhance your search engine optimization efforts, and build a loyal readership, which can prove to be very valuable over time. You will need to make sure that the blog content is relevant to the theme of your website. You can also advertise your products and services with ads embedded in your articles. Don’t use too many, though, or your blog may be perceived as low value or not be taken seriously.
Social Media Channels
Social media channels, such as Twitter™, Facebook™, Google Plus™ and the like, are all viable avenues to market your business. Consider that over 4 million posts are made to Twitter™ every day! With a solid strategy you can promote your business with minimal effort on your part. Now I’m not saying that social media doesn’t require a good deal of work over time, but once you’ve laid all the necessary ground work, keeping it up can be easy and very rewarding.
Remarketing or Retargeting
Did you know that only 2% of the average website traffic will convert to a sale? That is where retargeting, also known as remarketing, comes in. Retargeting can help businesses convert the 98% of prospects that don’t buy right away. With retargeting your website ads can anonymously follow your audience all over the web. It helps to target your advertising to those who have demonstrated recent interest in your product or service. Many marketers that use it often see a higher return on investment (ROI) than other digital channels.
Email marketing may just be the king of all digital marketing! With almost 78% of consumers preferring to receive marketing communications via email (with their permission of course), it’s no wonder that email marketing is the king of kings in the digital world. Among all adults online, over 92% use email. Planning a solid marketing strategy around Email should be at the top of your list. Don’t forget to keep mobile in mind, as 72% of US adults send or receive emails via a smartphone. (Forrester)