How do you get people to visit your website? Quite a question, sure, but getting people to do something beneficial to your business is an old problem. The general solution is marketing. But just how does marketing work in that alternate world of the internet? Let’s investigate a few strategies.
1. Blog Content
One very popular method to market a website is to run a blog. Blogging provides regular content on subjects related to your site and your business. Good articles attract readers, who visit your site and hopefully look around to see what else you have there. With a strong, regularly updated blog, what you’ll have there is a series of articles all of interest to that visitor.
This gives them a good reason to find out what you do and leaves them with a favorable impression of your company. With a regular posting schedule, they may return to read your next blog post and may even recommend it to their friends.
The web is big. Really big. You may think it is a long way down to the shop on the corner, but that’s nothing compared to the web. And finding things out there can be tough. So there are search engines out there to help. But as the web gets bigger and bigger, how do the search engines decide what sites to show people when they search?
Search Engine Optimization (SEO) is the technique of using keywords, backlinks, and a wide variety of other tactics to convince the search engine it should display your site when someone searches. Imagine using Google to do a search. Will you go to the second page of results? Or just choose something out of those first ten? SEO is all about getting your site in those first ten results.
So whether you tackle the task by yourself or hire a digital marketing agency to help you through the process, make sure that you’re investing in a long term strategy that will help your company grow in the SERPs- not simply struggle to keep up.
Contacting someone directly who has already expressed an interest in your site or company is probably the most effective way to market. So email marketing is a powerful tool. But the trick is to get the email addresses of people interested in coming to your site. One way is to collect their email address using WordPress contact form builders to create signup forms for newsletters, free takeaways, or a free consultation.
Which brings us to a valuable point…Don’t give in to the temptation to have a full screen popover. Imagine what you would think of that on a web page! Give your visitors the same consideration you would want.
Creating multimedia is tougher than writing text, but it can be worth it. Posting Youtube videos explaining how, in detail, to perform some task is a great way to build a reputation as an expert.
Make the tutorial valuable, useful, and speak to your customer persona’s needs and desires. This may seem like giving away your expertise, but it establishes you as someone worth listening to. Viewers will feel more comfortable approaching you for advice, consultation, and ultimately- purchasing.
This is one of the ways you can directly interact with your customers. A social media account on Facebook, Twitter, Pinterest, Instagram, even Google+ or LinkedIn can give you the opportunity to speak directly with potential customers and direct them to your website.
Think of social media as the internet version of word of mouth advertising. And in case you haven’t heard: word of mouth is one of the most powerful marketing channels that ever existed.
The internet is full of groups, tribes, and clans. People who gather together to share an interest. Participate in the ones related to your company and website. Join, network, and contribute. These are a preselected, self-selected, group of people expressing interest in the area your website focuses on. This is your target audience, already assembled for you.
Remember that video tutorial? Here is a place to share it with viewers who will actually care about what you have to say.
There are far too many options to list when it comes to actually paying for ads to market your website. Hundreds of companies offer advertising services, or consulting to teach you how to advertise. There are a wide variety of ways these charge for their ads, per click, per thousand views, or based on some other metric.
Before committing cold, hard cash to paid ads, do your research and determine not only which ones are most effective overall, but which work best for your industry and type of website. Be a careful consumer.
These are only a few of the methods used to market websites, and each of them only covers a fraction of the variations for each method. Take some time and analyze which applies best to your site. Choose several tactics, but don’t disperse your efforts too widely.
For example, keeping up with a dozen social media sites can absorb a lot of effort but provide only a small increase in traffic over two or three. Measure all your marketing and be prepared to change course if the numbers show you aren’t getting a return. You may have to market, but you are never locked in to one way of doing it.
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