As a business owner it is important to think of your website as just one part of a bigger picture. Regardless of whether your business website exists to provide information to customers or make online sales as an e-commerce site, marketing is an integral part of it. There is no point in having a good website if you do not have enough traffic to it. It’s like opening a fancy new shop and no one knowing about it; without awareness and recognition people are not going to visit.
This is where digital marketing comes into the picture, it’s absolutely necessary to include a carefully thought out digital marketing strategy that can be executed before and after the website launch. Generally a good web design agency will be able to provide you with a combined package that includes the development of the website and a tailored digital marketing plan that suits your business needs.
Discussed below are some things to consider as part of your digital marketing strategy, how they can help improve your website traffic and eventually contribute to the growth of your business:
Decide on your ideal customer or target audience: Like when designing the business website, the first step is to properly understand who your target market is. Knowing your ideal customer profile will help you tailor your marketing strategies to cater specifically to them. This way you can focus on showing your target audience how your product or service will deliver value to them.
Search Engine Optimization (SEO): This is something that is done both pre-launch (as part of your core website structure) and post-launch (as ongoing updates). SEO is a process that aims to improve the organic search listing of your website on popular search engines such as Google. Incorporating SEO as a segment of your digital marketing plan early on can go a long way when it comes to improving genuine search traffic later on down the line. People who come to your site through organic searches are more likely to convert as they found the website while they were specifically looking for something.
Pay Per Click (PPC) Advertising: This is another way to get your website listed on the first few pages of some search engines. It is a paid service that certain popular search engines provide, where your website link and description (or Ad) is shown amongst the organic search results. Google’s advertising tool is known as Google AdWords, using this you can perform keyword research and get useful metrics on the performance of your ads. PPC advertising can be highly effective if it is carefully targeted and analytics as well as conversion tracking is properly set up. It is especially ideal if your website or brand is completely new and does not show up on the first few pages of organic listings.
Social Media Marketing: When done right, social media marketing can have a huge impact on your business in terms of recognition and trust. It involves the use of social media channels such as facebook, Google + (or “Google My Business”), Instagram, Twitter and even YouTube to market your business. In addition to providing you with a platform to promote your brand and services, it also functions as place where you can directly engage with your customers. The added advantage if used properly is that customers can directly communicate with you about any concerns or issues they may have and you can respond in an attempt to resolve them. This conversation style engagement improves the trust between you and the customer something that increases the likelihood of sales/conversions.
E-Mail Marketing: This involves directly emailing a target list of current or potential customers with engaging content in an attempt to convert a sale of your product or service. Success of email marketing campaigns can be attributed to the quality of the mailing list as much as the content of the email. It is important that your email list is organized according to a specific target market so that the material you send in the email is always relevant to the reader, if the content isn’t relevant most people wouldn’t even open it based on the subject line. A good idea can be to use Email Campaign Management software that makes creating and sending campaigns a breeze. Such Email Management tools can also provide you with useful insight into the performance of your campaigns.
Digital Marketing plays a vital role in the growth of a business, it is something that must be taken seriously and included as part of the overall marketing strategy for the business. Find out how we can help you tailor a digital marketing strategy for your business, contact us to speak to one of our online business consultants today.