The Complete Website Marketing Strategy
Now that you have a website up and running, you may think that your work is done from a marketing perspective. But you would be surprised to know that this is just the first step toward gaining rewarding business opportunities through the online space. You need to keep updating your website on a smaller scale to optimize for both, people and Google.
Interested to know what these small tweaks would be? Then read on and be informed:
Every little element on the website needs to work towards a singular objective – i.e. boosting your brand visibility to the maximum number of potential customers for your business. From a design perspective, you can check if the site is easy to read and easy to navigate with sufficient breadcrumbs for the user to find his way.
The website should be responsive and look and perform the same way on every type of OS, every screen size, and all browsers.
Step 2 – Optimize the website for SEO
Your website has to compulsorily optimized for SEO .Not doing this means you are losing a lot of valuable traffic to competitors who are ranking on top of the search engine results pages (SERP) rather than your brand. While the techniques keep evolving, there are a few core SEO enablers that are evergreen. They are
1 – Keyword research – With keyword research you can find out which search terms are applicable to your business (i.e., what terms do your prospective customers type in the search bar to discover businesses like yours). Once you have done the keyword research, you can publish fresh blogs with these keywords for better rankings.
2 – Link building – The google bots examine how many content pieces link back to your website to assess the value of the content. The more links from credible quality and authoritative websites, the better it is considered by the bots and rewarded with higher SERP rankings.
3 – Content – Keyword-rich content is a primary SEO enabler to help you gain higher search rankings. Ensure that the keyword is related to your industry and offers helpful information valued by the readers. It is a good move to factor in readability first and SEO optimization later when drafting quality content.
4 – On-site optimization – A lot of elements on the website need to be optimized to better tell Google what the site is about and if it is relevant to the search query typed by the user. You can look at optimizing the meta descriptions, title tags, image alt tags by incorporating keywords organically within the elements.
Step 3 – Content Marketing – the most potent weapon
It is proven that those who blog more than 16 times a month have 3.5x more site traffic as compared to those who don’t. This phase involves creation and deployment of valuable content that engages and attracts readers. When such helpful content is published over time, the strangers get converted to customers.
A typical content strategy at the beginning would entail answering these questions.
a.The different types of content (preferably on a single industry)
b.What topics your content will focus on
c.How often you will publish new content
Once this is done a content calendar can be made to publish quality content regularly. Ideally new content needs to be posted every 2-3 days.
Using the techniques of social media marketing, you will be able to create a powerful social media presence that succeeds in giving you a competitive edge. Instead of spreading yourself thin, make sure that you know what channels you will target and focus on the ones that have a higher share of your intended audience
Create business profiles on these channels and keep its color scheme consistent with your other marketing collaterals. Get your website links and other contact information on the page to help your customers reach you satisfactorily
Now that the basic groundwork is done, you need to start posting compelling content that talks to your customers about your deals, your products, or your services. This will improve engagement in the form of shares, upvotes or likes.
Step 5 – Use the prowess of email marketing
Once you have a wide array of content assets with you, your brand can give more muscle to your website marketing strategy by employing email marketing tactics. This type of marketing improves the discoverability of your brand among your target audience and helps in the better volume of site traffic.
Make an email list of your current customers and the business inquiries data your website received. Then you need to work on new leads where you offer something of value in return for their email id to be added to your email marketing list.
Content assets like guides, e-books, video tutorials, and checklists can be great avenues to get the opt-in from prospects to be contacted in return for free downloads of these content assets.
Step 6 – Complement SEO with PPC
It is essential to note that getting organic results via only SEO campaigns might take time. In case you are looking for an acceleration in conversion online, then you need PPC or paid ads as a part of your bigger digital marketing tactics.
You can explore two key success drivers in this context –
1. Google PPC advertising
With Google AdWords, you can get your listing on top of the organic search results. This helps bring more visitors to your site and a better level of engagement. You can get visibility to boost two ways
a. Google search ads – they appear on the search engine results pages above the organic results
b. Google display ads – they appear on the top, bottom or on the side of the websites that are a part of the Google display network
2. Social media advertising
Sites like Facebook provide plenty of ad targeting opportunities for brands to make their presence felt on the world’s largest social media platform. These Facebook ads will target only those people who are likely to be interested in your brand’s product/ services.
To sign off
Please be advised that as a smart marketer, you should not stop at just rolling out the strategy and not doing anything further. You need to implement it across the right channels and monitor the impact of these programs. This way you can ensure that your website marketing strategy never veers off-course and it continues delivering on the expected outcomes successfully. ‘
What other strategies have you used to improve your website’s outreach and engagement? Do write to us and let us know in the comments box below.