So you have a website, the hard work's finished right? Wrong!
You're probably incredibly happy with your new website, or maybe not, but if no one sees it that won't really matter anyway. The next step into creating your perfect web presence is about driving the right traffic to your website, and that's where the hard work begins.
It takes a lot of effort to get the right potential customers to visit your website, and even more to convert them into real, paying customers. Web marketing is about how you present your business online, advertise, sell and popularise your services and products.
Content, content and more content!
I can't emphasise enough how important it is that you write awesome content and publish it regularly!
If you're serious about being recognised online then creating fresh, relevant content should be a part of your daily tasks list. Create content that meets the needs of your audience and gives them exactly what they want. Content marketing is about driving profitable customer actions and positioning you where you want to be. Write articles on your website, write creative product and service descriptions, create a blog, contribute to external blogs and forums, jump on the social media bandwagon, and remember to link to relevant content on your website at every step.
Statistics show that 70% of consumers place more trust in a company through content, examples and insights, backed up by reviews, rather than just straightforward advertising.
Think about what is important to your target audience and deliver value through content. Eventually, creating useful content will lead to a number of benefits:
- You'll increase loyal visitors and customers.
- You'll get your content shared and receive free back links.
- You'll get more leads and customers.
- You'll improve your overall online reputation and brand positioning.
Remember that the first step is to spend time understanding your audience and target their needs.
Advertise your website
There are many ways for you to advertise your website, both online and offline, and I won't go into great detail here about this (click on the following links where you can read more about Social Media Marketing, SEO and Email Marketing), but essentially any form of advertising that drives potential customers to your website is a good thing though, right? Well, sort of.
As a rule of thumb advertising is going to cost you money. At the end of the day you therefore want the right kind of customers to visit your website. This is where "conversion" comes to the forefront. Conversion will be your indicator as to whether or not your advertising was successful. No point spending your hard earned money driving a whole bunch of fitness fanatics to your online cake shop!
So you'll want to invest in knowing and understanding your audience. Take the time and answer the following questions:
- Where is my target market?
- What are my prospects interested in?
- When are they more likely to respond?
Then target your advertising according to your answers.
Don't expect consumers to find you – you need to find them.
If you've read this far then that's great and I really appreciate it, you could actually help me with my own web marketing by clicking on a few of the social share icons towards the bottom of this article!
But all of the above is somewhat irrelevant if you spend all of your efforts successfully driving potential customers to your website and it doesn't then live up to their expectations...
...At the start of this article I mentioned that you might not be incredibly happy with your website.
- Is your website modern, well designed, user friendly, easy to navigate? Does it work as well on mobiles and tablets as it does on desktops and laptops?
- Are you completely happy with your website or could it be improved slightly / significantly?
- Does your website look as good as those of your competitors?
- What are your competitors doing better than you?
- Do you feel that your competitors have a better overall "web presence" than you?
- Put yourself in your customers' shoes, would you choose your business or one of your competitors?
If your answers to the 6 questions above aren't entirely positive, then as hard as it might be to accept, you need to take a fresh look at your online presence. This might mean moving the goalposts slightly, or making a few minor amends here and there, or it might mean starting completely from scratch with a new perspective.
So I ask again, is your website working as hard as you?
We can help you with everything from a brand new website, refreshing your existing website, marketing your website, social media, email marketing, seo or just offer some simple solutions to get you on the right track!
To find out more, why not Get in touch