You’ve invested time, effort, and money into building a business. You’re proud of the result. At the same time, you have a sneaking suspicion that it will take more to make it the best sales magnet it can be.
If you site content was optimized, that was a smart move! Search engine optimization (SEO) sets up the signposts to direct visitors to your site via “organic search.” But remember: The value of optimization deteriorates if you don’t keep up with keyword trends.
In addition to SEO, you shouldn’t overlook other tools to attract customers. When applied to a website, each of these will have its own benefits.
Why are these tools so valuable?
Your website is like the hub of a wagon wheel. It’s the fulcrum—the center of support—for the spokes, each involving a different marketing strategy.
Now is the time to build outward from the hub by adding spokes. Take another look at your overall marketing plan and think about how your overall web presence can help drive your marketing goals.
Begin with these 5 basic tools for growing traffic and sales
- Email outreach. Start by promoting your new website to existing customers. Use your customer list to send out an email blast and Facebook post encouraging them to check out your site. It’s also a good idea to give them a reason for coming back, such as web-only specials. Thank them for being a customer, and reward them for it.
- Site analytics. Use software like Google Analytics and Webmaster Tools to track your site traffic. Check statistics on a regular basis during the early weeks after a launch. What pages are being viewed the most? Where are your visitors coming from? How long are they staying on each page? If you have a shopping cart, how are sales going? As you implement marketing strategies, a result should be a bump in sales. Once you’ve gathered the early statistics, analyze whether site traffic mirrors your target audiences. If it doesn’t, it’s time to apply marketing strategies to re-target and prioritize.
- Check the search engine rankings. Writing content that includes popular keyword phrases isn’t a one-time effort. The popularity of keyword phrases changes over time. It’s important to keep up with how “search” is being used to find the products/services you offer.
- Keep content fresh. All too often site content remains static and out-of-date. You don’t want your visitors to see an event or promotion that’s old. That implies that you don’t care and as a result, visitors will get angry and abandon your site.
- Social media marketing. Choose one or two social networks where your target audiences gather and connect. It could be a Facebook page or a LinkedIn special interest group. Read the posts to learn about the users’ needs. This helps you really get into their heads and appreciate their concerns. Never underestimate the value of time spent connecting on social networks. You can use what you learn to craft blog and email blasts to build credibility and trust—and lead the way to satisfy those needs with your product or service.
One final thought: be patient
Your website is like a lovely garden. The seeds have been planted and it has the potential to blossom—if you put forth the effort to nurture it. Be patient while you collect statistics, update content, and try new things. In time you will harvest its bounty!
Don’t forget to let us know if you’re interested in improving your website or just want some consulting help. Click here to contact us.