Launching Your New Website is Just the Beginning of Your Online Journey
There’s nothing quite like seeing your brand new website go live after months of designing and building. It looks great, it works perfectly, but it doesn’t end there.
Websites don’t promote themselves, and nor do businesses. Your new site is the foundation of your business’ digital presence, and you need to build upon it in order to get the best exposure and turn it into business leads and conversions.
So your website is up and running; what’s next?
Search / SEO
Always a good place to start, SEO – Search Engine Optimisation – is crucial to ensuring your website gets indexed by Google and ranked highly in search results. There are two main routes you can take in SEO:
Link Building: This is a common SEO activity that has developed a bad rep over the years due to old-hat, spam-like activity that is now outmoded by Google. The rules may have changed, but link building still helps boost your website’s rankings If done right. Obtaining backlinks from authoritative sites through building relationships is the simplest way to build links. Check out this great summary of 2017 link building tips from Link Research Tools for more insight into this technique.
Onsite technical SEO: Your site can have as many good quality links as you like, but if the site itself isn’t built properly you’ll struggle to rank in search results at all. Your website needs to use code that reduces page load speeds and enables easy crawlability for Google’s bots.
You also need to ensure you’re using the most important keywords for your business in your page titles, on-page content, images and meta descriptions, so Google knows what your site is all about. There’s a lot to consider here, so hiring a professional or an agency is a very good idea to make sure you nail this early on.
Content marketing is a more recent offshoot of SEO link building, and the two are often combined. It involves the creation of quality content such as blog posts, infographics, videos, podcasts and apps, which are then distributed online to key target audiences. The goal is to build awareness of your brand, attract customers and ultimately increase business performance. Backlinks are also a common goal of content marketing, which is why the two are now so intrinsically linked.
While many businesses are more than capable of creating their own content to promote, some choose to outsource this activity due to time constraints, so this is an option well worth exploring.
Email marketing and data collection
Recent statistics from email marketing company, Litmus, show that 82% of consumers open marketing emails from businesses. That’s a compelling figure, and one which shows just how much potential email marketing has for building brand awareness, driving website traffic and boosting sales. Email marketing can include anything from e-shots, newsletters, surveys, offers and product promotions, and has the power to build a loyal customer following for your business.
Social media strategy
According to a report from Social Media Examiner, a staggering 90% of marketers say social media marketing has generated more exposure for their business. A diverse tool, social media can be used to build and connect with audiences, share content and run advertising campaigns for a very low cost compared with traditional advertising methods.
Facebook adverts, for example, can be launched for as little as £1 per day, and can be directly targeted at people of certain ages, locations and interests. This means you can reach very specific groups of people who will appreciate your advert the most. Facebook’s insights tool then allows you to analyse your advert performance and make changes if necessary.
Of course, once you’ve built up a good following, you can also use social media to promote your company for free. Sharing your high quality content on Facebook, Twitter, Instagram and LinkedIn can help drive traffic to your main website, and build up the authority of your business at the same time.
Make sure you allocate some time to building a social media strategy into your business plan to fully take advantage of these amazing tools. And, if you’re short of time, there are social media agencies out there to suit all businesses and budgets, and they will take care of everything for you.
Often run alongside SEO campaigns, PPC – Pay Per Click – is a great way to make sure your website appears in internet search results. Results are immediate, unlike SEO, which can take months if not years to build up. Using Google Adwords, you can build adverts and bid for placements for specific, highly competitive keywords. Depending on your bid, your advert can show up above organic search results when your keywords are searched for, or they can appear down the right hand side of the page. And, as the name suggests, you only pay if your advert is clicked. Just like with SEO, there are PPC agencies out there that can help manage your campaigns and ensure you get the best bang for your buck.
It may sound like a lot of work, and it is. But without these efforts your website simply won’t perform the way it’s meant to, and then all your hard work will have gone to waste. Don’t panic, though – as we’ve mentioned, there are scores of experts out there who can help you put all of your strategies in place.
Oh, and did we mention we can help you out with building and designing the website itself? Our team of designers and developers can create a stunning, responsive and Google-friendly website that will make all of your additional marketing activities a whole lot easier. Give us a shout on our contact page to get your project started.