Shocking fact of the day: people are not looking for your website. Unless they have a good reason to search for your website, unless they know it’s out there, your website is just another of the millions of websites out there.
So how can you get that perfectly designed, easy-to-navigate, branded website in front of the people who matter: your customers and customers-to-be? To get the answer, you need to look at the process through the eyes of the very people you want to reach. How do they find out about businesses? What channels do they use to find information?
Answering these questions comes with a somewhat annoying disclaimer: every customer is different and goes through the process differently. Customize your marketing to the channels that your target audience uses to find information.
Search engine listings
When people have a problem, they turn to the modern phone book: the internet. Indeed, statistics show that more than 90% of online experiences start with a search. If you want your website found online, and you want customers to use your website, you need to invest in two vital marketing tools.
Optimization is the process of optimizing your website for the search engines your audience uses to find you (i.e. Google, Bing, Yahoo, etc.). We’ve given you a few tips to get you started as you write the content for your website; the next step is to use optimization technology so your website shows up in search engine results pages of local users. To stay at the top of the listings, write and produce regular high-quality content (information on what makes content high-quality here) so your website is recognized as a source of fresh, user-friendly content.
Once your website is at the top of the listings, it’s time to keep on them on your website with mobile marketing. Mobile marketing is more than just a new age fad; it’s a necessity when research shows that more than three-quarters of Americans have a smartphone. Your website needs (note, NEEDS) to be mobile-friendly for search engines, who use mobile websites as a factor in the rating process, and users who click on your website. They aren’t going to stay on the website if they can’t browse it on their smartphone easily.
Using email to contact customers is a marketing tool with one of the highest rates of return. There is a caveat; you’re not going to get those returns unless your email recipients want to hear from you. Don’t buy e-mail addresses. Build a solid e-mail list by asking for e-mail addresses at the counter, in your content marketing, on social media, through contests, or by offering a discount (other ideas to build your e-mail list here).
When you produce an e-mail, use solid content (to save time, recycle content you’ve produced for your website) and strong call-to-actions to make your recipients want to visit your website. Include strong headlines, images, and videos to capture their attention and keep it.
Social media can be useful in two ways: to connect with customers on social media and as an unbiased third-party review of your company. First, social media can be a powerful way to regularly post relevant content that makes customers follow your company—even when they are not contacting you for a sale. Choose your social media platform carefully; it’s more important to create a stellar social media presence on one channel than to be mediocre on many different social media channels. To drive traffic from social media to your website, include posts with your website link in your marketing plan. If you create fresh, high-quality content marketing pieces, add that to the plan.
A solid social media presence can be useful for driving traffic in another way. Include your website in your social media profile and pin a post to the top of the profile with your website link. Users often use your social media page as a way to research your company, and see what past customers think of your business.
Research has shown that 88% factor online reviews into their purchasing decision (Source: Search Engine Land). Powerful statistics like this show how important it is to have a solid profile on a review site. Include as much information about your business as is feasible, including your website. Monitor the sites for negative reviews, and use the reviews to showcase your excellent customer service. If you are concerned about the amount of time it takes to monitor the sites, contact a marketing firm that has the tools that can help you efficiently monitor your company’s profiles on the review sites for any negative reviews. Your website and business are going to benefit in the long-term.