Website marketing is defined as marketing designed to promote a website to increase its visibility to relevant traffic. Today, marketing a website means you must understand what customers want or need. It’s not a secret. Potential customers are searching Google for solutions to the problems you solve.
The opportunity to connect with these folks and turn them into buyers (and loyal fans) is tremendous. That’s the good news. Here’s the bad: Creating a powerful website marketing strategy can be tough.
What is a website marketing strategy?
A website marketing strategy, in its simplest form, is an action plan to achieve your business’ goals. onzepagina The foundation for creating a strategy begins with a SWOT analysis.
Undeniably creating a strategy includes many moving parts, and much of what’s written about it is unclear or conflicting. So, if you’re feeling overwhelmed, you’re in the right place. By the end of this article, you’ll have a good basic understanding of the process required to create a solid, business-growing website marketing strategy. One that attracts, engages and converts browsers into buyers.
Step 1: Know Yourself and Your Customer
What do you do that makes you stand out from others selling the same or similar things? In other words, why should people choose you? What do your customers want? Why do they want it? When they search the net for what you provide, what are they hoping to find? What do they want to avoid? Think deeply about this.
know-your-customer-m16-marketingThe answers to these and other questions about you and your market make it possible to plan and execute an effective website marketing strategy. Without this knowledge, whatever you do to create or improve your existing strategy may be wishful thinking. And your time is too precious for that.
If you’re unsure of how to answer the above, it can be extremely helpful to talk to an objective third party. One with a solid grasp of branding and the digital marketing space.
Step 2: Give Your Website a Good, Hard Look
Time to take off the rose-colored glasses. Think back to this morning when you were searching for this, that, or the other. When you clicked a link in the search results and landed on a page, surely you had an opinion. Did you know instantly that you’d come to the right place? Could you tell from what you saw, read, and felt that this page was worth your time and attention?
Did you want to stay and explore further? Was it easy to find your way around? Did you have a sense that whoever was behind the site could be trusted? When users visit your website, you want them to answer yes to all of the above. Getting to this coveted yes requires the right combination of words, images, and, most importantly, awareness (revisit Step 1).
If you’re not sure that your site sends the right message about you, consider hiring an expert to have a good look (conduct an audit). If they’re reputable, they’ll ask the right questions to determine what’s needed to make your website a magnet for your market. They’ll look at your site design, color meaning and color psychology, how your content reads, the technology your site is built on, how your competitors stack up, and more.
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Step 3: Leverage the Power of Google
Once you’ve completed Steps 1 and 2, you can leverage the awesome power of Google to bring traffic to your door. Traffic. Is there a more beautiful word? No, but only if it’s the right kind of traffic. As we say in the biz, targeted traffic.
Targeted traffic consists of those that are likely to want what you sell. And, if you serve local customers, it includes people located in the areas you serve. For example, let’s say you sell pest control services to homeowners in Atlanta. There’s a way to set things up so that Google can send you traffic from Atlanta instead of somewhere out of your service zone.
As passionate business owners and operators, we want steady streams of targeted traffic, a website that exudes credibility, and our users to experience the upliftment that comes from sensing that we’ll keep our promises (to keep their homes pest free, to bring them more clients, and so on). Fortunately, the elements that allow us to achieve the above are the very elements that impress Google. They include …
The Right Keywords
To clear up some general confusion, a keyword is typically a keyword phrase. Yes, pest control company Atlanta is a keyword. So is luxury vacation resort New Mexico. You want to put keywords in specific areas of your website to make both people and search engines say, “Ah, I’m in the right place!” That’s the short explanation. Search engine optimization (SEO) is important.
To keep it simple, SEO is the art and science of driving valuable traffic, also called organic or free traffic, to your website. 24/7. In SEO, keywords are the seeds from which thriving businesses grow. It’s the language searchers speak when looking for what you sell. This is why, when it comes to driving traffic, keywords are as essential as breathing.
This is what your traffic comes to see. The words, images, videos, happy-customer testimonials, in short, everything you put on your site to communicate why those who find you should run, not walk, into your open arms.
The list of content types is long. Articles, podcasts, videos, webinars, ebooks, and infographics make up a fraction of content possibilities. To resonate with your audience, content must address their needs thoughtfully (more on this later).
Optimization refers to activities, technical and non-technical, undertaken to make your website attractive to your audience and search engines (Google, Yahoo, Bing, Baidu if you target Chinese speakers, and so on). Put another way, the purpose of optimization is to make you both desirable and findable.
Imagine going through all the trouble to create a beautiful site with great, informative content. Then imagine Google and the other search engines not being able to find you when users search for what you offer. This is an important topic. Finding the right SEO Company to help you is critical. For now, just know that optimization is an essential part of a robust website marketing strategy.
The Right Links
Links help us to acquire the traffic we adore. But only when we understand their power. In other words, links have the power to build. But they also have the power to destroy. Simply put, some links are good at bringing us targeted traffic. Others not so good. Others still can be downright destructive.