Marketing Your Website
But, just because it’s built and it’s online doesn’t mean that people will find it. ‘Build it and they will come’ is not something to believe in here! You need to let people know that you are online and marketing your website has never been more important. That said we are not just looking for ‘anyone’ to visit your site, you want high-quality views on your site from people in the market for your product or service. So, make sure you know who your target market is before even starting.
- Search Engine Optimisation (SEO) – We have written about this in our article Search Engines (PPC/SEO) but it is important to point that this technique can be very useful to get relevant traffic to your site. In brief, SEO is about putting the right words in the right places to ensure search engines like Google know you exist. You also need to build up ‘search authority’ for your site making it a relevant place of interest for people searching for specific terms that match what your website is about. There are really three sides to getting SEO right. Firstly get valuable unique authoritative content added regularly to your site, that’s aimed at your target audience. Secondly, ensure your website is technically well setup. Thirdly, build up links from other high-quality websites.
- Pay Per Click (PPC) –Different from SEO, PPC means you can be at the top of Google or other search engines today. SEO can take several months and even years. PPC can be very effective if set up well, driving very highly targeted traffic to your website. However, if done wrong it can be a very costly mistake, seek expert advice from digital marketing agencies or PPC experts. This is the one to go for if you want a quick win. Find out more in our other post Search Engine Marketing.
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- Social media – Social media can be great for your business if done well, effectively and consistently. First, choose your platform(s) wisely. At a basic level, Twitter and Facebook are your go to’s for consumers and Linkedin for business. But in reality, it’s a bit more nuanced than that. You then need a strategy and plan. What are you trying to achieve? How can you get there? How will you engage with your audience? Some social media training can be really effective here to ensure you are going in the right direction. Finally be consistent. Turn up and engage. As with SEO, social media isn’t going to fill your website with visitors tomorrow but it can reap great rewards in the longer term.
- Quality & Unique content, regularly – Blogging is nothing to be fearful of. In fact, it is a great way to drive traffic when you are marketing your website. Blogging ‘forces you’ to create content that is relevant to your business and that your target customers will value. If you are not sure what to write about, start by thinking what your ideal customer would want to know about your product and write educational articles on the benefits of your product/service. If you are still struggling to write content or you don’t have time, you can hire individuals or businesses to create high-quality content for you to use on your site. Always ensure your content is unique and high quality. Blogging is fantastic for SEO and giving you regular ideas to help with your social media and email marketing content.
- Email marketing – Email is still the most used form of communication in the business world. And for a good reason. Using email to drive traffic to your site can be very effective. If you are creating quality, unique, engaging and relevant content (i.e. blogging as above), you will want to share this with your audience and adding links in an email newsletter is a great way to stay in touch with your customers and reach new customers. Social media posts can be missed by your followers. Emails will always be in their inbox. Done effectively and consistently this can drive some high-quality traffic to your site. Read our articles on when is email marketing not spamming?
Don’t overstretch yourself. Picking two areas and doing them well is better than picking five areas and doing a bad job of them all. A great starting point can be blogging and other areas can logically build from that.
Don’t forget old-school traditional marketing too. If you meet someone at a networking event, often the first reaction when back at your office is to take a quick look at their website. Make sure your website address is clearly displayed on all marketing materials, include it on adverts, vehicle livery, brochures and leaflets, business cards and letterheads. You just don’t know when your next opportunity is going to crop up!
Your site can be marketed with traditional methods also, check out our other content for other marketing tips but seek help and advice from marketing experts if you want your business to take off.
Thoughts on marketing your website from Yorkshire Powerhouse
You’ve read our guide on Marketing Your Website – have you any questions?
Here at Yorkshire Powerhouse, we’re happy to help as much as possible – is there anything else we can do to help you, do you have any further questions or can we help introduce you to an expert – please let us know:
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