Chapter 5: How to Market Your Website and Attract Visitors

 

Everything You Need to Consider When Starting Your Own Website

Chapter 5: How to Market Your Website and Attract Visitors

 

Everything You Need to Consider When Starting Your Own Website

Digital Marketing for Your Website

 

You have a perfect domain name, a solid website host, well-crafted content and a stunning feature-rich website. Just one problem: no one is visiting.

 

A website is not like some magical force that attracts customers, and for it to be successful your site needs visitors. The rest of this chapter will detail the various ways you can attract visitors to your website and what to do when you have got them there.

Website Guide

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Search Engine Marketing (SEM)

Adwords is Google’s PPC system. Adwords provides users with the ability to create short advertisements to be shown on search engine result pages. Google shows these supplemental results above and to the right of the standard results and are clearly marked as ‘sponsored listings’.

 

As an advertiser, you specify the words that trigger your advert and the maximum amount you are willing to pay per click. When a keyword search on Google matches the criteria you specified then your advert is displayed. If a user clicks on your advert you are then billed by Google for that click.

PPC provides laser-targeted options to show adverts only for specific search terms and in specific locations. Want to target a specific postcode? No problem. Want to show different adverts to different cities? No problem. Only PPC provides such accuracy when it comes to advertising on search engine result pages.

 

Adwords also provides access to millions of sites that show banner adverts via the Google Display Network. Here, you can show advertising banners to previous site visitors or by keyword or topic to target your customers. Again, there are specific geographic and demographic targeting options to get you in front of your target audience.

 

PPC is a powerful traffic generation tool as adverts can be live in a matter of minutes and start generating instant site visitors. The Adwords system provides tools to monitor and restrict how much is spent, but this is still a system that can end up costing a great deal if not carefully managed.

 

* For more information on search engine marketing, read our free PPC Strategy Guide.

Key Words:

Wiki

A wiki is a website that allows easy creation and editing of pages from within a web browser. Wikis are typically powered by wiki software and are used to create collaborative websites. The obvious example is Wikipedia, which is powered by the MediaWiki software.

 


 

SEM /Search Engine Marketing

SEM is the process of generating traffic to your website through paid placement in the search engines and partner sites.

 


 

SERPS /Search Engine Result Pages

SERPS is a commonly used term in search engine marketing and search engine optimisation and it refers to the set of results returned for a given search.

Key Words:

Wiki

A wiki is a website that allows easy creation and editing of pages from within a web browser. Wikis are typically powered by wiki software and are used to create collaborative websites. The obvious example is Wikipedia, which is powered by the MediaWiki software.

 


 

SEM /Search Engine Marketing

SEM is the process of generating traffic to your website through paid placement in the search engines and partner sites.

 


 

SERPS /Search Engine Result Pages

SERPS is a commonly used term in search engine marketing and search engine optimisation and it refers to the set of results returned for a given search.

Search Engine Marketing (SEM)

Adwords is Google’s PPC system. Adwords provides users with the ability to create short advertisements to be shown on search engine result pages. Google shows these supplemental results above and to the right of the standard results and are clearly marked as ‘sponsored listings’.

 

As an advertiser, you specify the words that trigger your advert and the maximum amount you are willing to pay per click. When a keyword search on Google matches the criteria you specified then your advert is displayed. If a user clicks on your advert you are then billed by Google for that click.

PPC provides laser-targeted options to show adverts only for specific search terms and in specific locations. Want to target a specific postcode? No problem. Want to show different adverts to different cities? No problem. Only PPC provides such accuracy when it comes to advertising on search engine result pages.

 

Adwords also provides access to millions of sites that show banner adverts via the Google Display Network. Here, you can show advertising banners to previous site visitors or by keyword or topic to target your customers. Again, there are specific geographic and demographic targeting options to get you in front of your target audience.

 

PPC is a powerful traffic generation tool as adverts can be live in a matter of minutes and start generating instant site visitors. The Adwords system provides tools to monitor and restrict how much is spent, but this is still a system that can end up costing a great deal if not carefully managed.

 

* For more information on search engine marketing, download our free Business PPC Starter Guide by CLICKING HERE.

Search Engine Optimisation

Search engine optimisation is the process of improving your traffic from the search engine’s natural search results. Improvements can come from volume and the quality of the traffic. The goal is to generate more visitors and to ensure these visitors are looking for the products and services that you provide.

 

Search engine optimisation can be split into two distinct aspects: on-site optimisation and off-site optimisation.

On Site Optimisation

 

This is the process of identifying keyword searches that are being used by your prospects and ensuring that your site is relevant for these search terms.

Off Site Optimisation

 

Off-site optimisation relates to the process of developing the reputation of your site as a whole and improving the relevance and reputation of specific pages for given search terms.

If you have a page on your site which clearly details that you provide a ‘suit tailoring service’ and the page also indicates that you are based in Birmingham, it should not be difficult to rank for ‘suit tailoring Birmingham’. If indeed you do rank, but not in the top ten, it is likely down to a high amount of competition, so you will need to utilise off-site optimisation to get more links to your site to help boost your page’s perceived value amongst your peers.

For more information on SEO visit the Bowler Hat blog.

Email – Marketing

Email marketing should be very much on your radar as part of your website marketing mix. Here, we have the ability to keep in touch and resell to existing customers as well as a means to edge prospective customers towards making that first sale. Tools like Mailchimp make this essentially free for up to 2000 emails, so what have you got to lose?

 

Smart email marketing will consider everything from upselling related products to abandoned shopping carts and it is important to personalise your message for the best results. If there was just one strategy that all website owners should be doing to boost conversions by up to 500% then email marketing is it.

Lead Generation

Sending out emails is important, massively important, as it can help bring people back to the site, but the all important factor here is your list. We are not talking about getting existing customers to sign up, we are talking about the other 98% of visitors that come by once, don’t make a purchase, and then may never visit again.

 

There is little point in buying a list of ‘prospects’ as they will have already been extensively targeted. What you need to do is devise a strategy to harvest email addresses from your site visitors.

The approach here is different depending upon your market, but in essence, you have to provide something of use and for free: if you are a web design company, maybe offer a beginner’s guide to websites (like the one you are reading), if you are a design agency you could offer a free report on ‘How To Half Your Graphic Design Costs’.

 

The idea is that you provide a piece of content that is highly useful to your target audience and you promote this rather than the commercial aspects of your business. This allows you to build a relationship and illustrate credibility and then grow a commercial relationship out of this. This approach is so powerful and so underused that in many cases this is all that is needed to stand out from the other nameless faces in your industry/location.

Social Media Marketing

The latest tool in your website marketing arsenal is to utilise the power of the social networks, online communities, blogs, wikis, video sites, and any other social media marketing tools at your disposal.

 

Unlike email marketing, which is a fairly simple concept, there is no single way to utilise the social media networks. Your approach will need some consideration and thought with regards how to best take advantage of what is available.

Say, for example, you are a mobile valet company serving the West Midlands area. You could add before and after videos to YouTube showing what a radical difference you have made. That video could also be added to your Facebook account where you ask all of your customers to become your friend. In turn, you would announce the new video on your Twitter account.

 

This is a very basic example but all of this exposure is what will help generate more interest and stimulate your customers to get back in touch. It is also communication that is served up to them via their Facebook / Twitter accounts, constantly reminding them who you are so that when they are ready for their next valet, you are right there at the forefront of their minds. This approach needs to use useful, funny or interesting content so users ‘engage’ with your brand. You can’t simply post out dry, commercial messages each day.

If you are a bigger player, you can look at expanding this approach, maybe commission a humorous video or interactive game. Maybe a Facebook or iPhone application – whatever you do, there is an opportunity to utilise the current popularity of the social media networks to raise awareness of your business in a relaxed way.

 

In particular, we like social media advertising and the range of smart targeting options. Want to promote your wedding venue to people in the West Midlands who have just got engaged? No problem, you can target them on Facebook. Again, we like to use this kind of advertising to promote free, helpful content and start to build relationships, but it can have direct commercial benefits.

 

Discover more about how social media can benefit your business through visiting our blog.

Offline Marketing

When marketing your website it is tempting to concentrate solely on generating success in the search engines and little else, but your existing brick-and-mortar business likely offers many opportunities for you to further promote your online presence.

 

Firstly, add your web address to all of your printed materials. Business cards, flyers, advertisements, letterheads, company vehicles and any other promotional items. You can also look to generate some PR by announcing the arrival of your new website in the press and allowing all site visitors the chance to enter a competition to win a prize relevant to your industry.

 

In exchange for this, they will need to provide you with their email address. Maybe take part in a charity event on behalf of the company and get in touch with your local newspapers to generate more interest and awareness.

Marketing Summary

Ultimately, successful website marketing goes beyond the techniques mentioned here, and the marketing goals for the site should be carefully considered from the start. Your domain name, the tools available with your web hosting, the all-important content, and the quality and structural makeup of your site all contribute and lay the foundation for the website marketing strategies mentioned here.

 

To succeed on the internet in 2018 and beyond, you need to start a relationship with your prospects through your website by providing them with useful information. You then build upon that and keep in touch with them through the power of email and social media.

Free 30-Minute Consultation

 

If you would like more information or help to put together a marketing strategy for your website, please get in touch via the link below.

 

All of our websites – small business websites to redesigns and rebuilds to bespoke builds – are built with this marketing mentality. Every site is enhanced with digital marketing and industry-leading SEO. Every website is built with your overall business and marketing goals in mind to help you get in front of prospects, attract visitors, and turn clicks into customers.

 

As a digital marketing agency, we also offer PPC and search engine marketing, SEO, content marketing, and social media marketing to take your website to the next level and help your business flourish.

 

We also offer a free 30-minute consultation in which we analyse your requirements and provide you with a strategy to get started.

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