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This article is about what you should do after you have done designing, developing and organizing content on your brand-new website. I am sure at that point you think your website looks awesome. If no one sees it, what's the point of being awesome, anyway.
After you've built your perfect website driving the right traffic is the next step and that's not an easy task. It takes a lot of effort to get the right people to visit your website. Web marketing is the part about how you present your business online, sell, advertise and popularize your services and products online. Web marketing is not much different than traditional marketing and your goals are pretty much the same as before.
Get your prospects aware of your service or product and make them take a desired action. You already have a website that presents your unique selling proposition. You now have to get your website in front of your target market. In the web marketing world the above sentence means that you need to show users your website and increase conversion rate.
While making users take a desired action on your website is usually a matter of designing and constantly improving your website using tools and different reports such as Google Analytics or user feedback, bringing traffic to your website especially if it is a new one concerns web marketing and off-site optimization.
There are a few factors that you should definitely consider when you try to popularize your business in the world wide web - the social media invasion, Google domination from advertising to mobile operating systems and the ever raising wave of information which can be overwhelming at times.
CREATE AWESOME CONTENT
Creating content should be in your daily tasks list. Create content that meets your audience needs and your organization's goals. Content marketing is about driving profitable customer actions and positioning you where you want to be.
Analysis shows that 70% of consumers prefer getting to know a company via stories rather than advertising. Think about what matters to your audience and target market and deliver value through content.
Eventually, creating useful content will lead to a number of benefits:
- You will get loyal visitors and customers.
- You will get your content shared and receive back links.
- You will get more leads and customers.
- You will improve online reputation and brand position.
Remember that the first step is to spend time to understand your audience and target their needs – that means understanding people's lifestyles and behavior, then craft your message to serve them, enhance their lives in some significant way.
ADVERTISE YOUR WEBSITE
There is nothing bad in advertising, sponsoring, Google Adwords, banner advertising or even off-line advertising if you think it will help getting more people to like you and trust your business.
Invest in your brand, but choose communication channels wisely. The right channels are usually where your consumers are. Don't expect consumers to find you – you need to find them.
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 ads according to the answers. For example, if you are selling clothes you may want to purchase banner advertising in a lifestyle blog or a fashion event website. If you sell consumer goods consider advertising in a news media – people spend time on a news websites on a daily basis. Be there when they need you.
Remember to communicate with your prospects and present your message however they want it, wherever they are. Then, better results are guaranteed.
SOCIAL MEDIA PRESENCE
Get social media presence and make your awesome content available in all channels and media that are important to your audience.
LinkedIn, Twitter, Facebook, Instagram, YouTube, etc. – social media presence is a must-have no matter which industry you serve. There is no wrong way to reach your target audience. If your users are there, why shouldn’t you be?!
Consider your industry when you choose the time to post on Social Media. See this infographic posted by PattonWebz.
It seems that it's all about website popularity. To be successful in the online world you need to rank well in the organic search.
Organic is free, trustworthy and effective. Believe me, if Google trusts you (your visitors will trust you too).
Invest your time in SEO optimization and you won't regret it. The majority of factors that impact organic rankings are often referred as link building.
BACKLINKS=RANKING=TRAFFIC – this has been confirmed 100% since Google has been born. Back links worked before and still work now.
When you are doing forum/directory posts, guest blogging, press releases, etc. (link building), consider a few things - anchor text, diversification and quality.
Include your important keywords in the anchor text, for example if you are after the key phrase “apple juice” make sure you use that key phrase as a visible text in your links. Anyway, a lot of people make the mistake of using the same anchor text over and over again. Make your links look natural – diversify, for example you may want to use also “tasty apple juice”, “fruit juice” etc.
Also, think twice about the website reputation when you consider including your link on that website. You may want to take a look at this article, explaining link building tactics and strategy.
IMPROVE,IMPROVE AND IMPROVE
Remember, getting visitors is a tough job, that needs time and persistence, so do not quit too early. Analyze your results and look at your mistakes. Use user feedback forms, Google Analytics, sales reports, and improve all your strategies, website and behavior.
I think that a successful entrepreneur always wakes up with the thought “What Can I do Better?”
All you do is about the idea of providing useful content and service that matters to people, enhance their lives and help them satisfy a certain need. No matter if you are creating webinars, articles, videos – all you should think of first is whether it is interesting for your target market, not you.
Also, invest in knowing your future prospects, what they are interested in, how they spend their free time, how they prefer getting information, etc. That's how you know how to approach them best.
And one last advice from me - take your time, don't rush but be consistent and you will succeed.