How to market a website when I already have a good customer base. Or Should I?
There are very few businesses out there that will not gain some benefit in knowing how to market a website. In fact, unless a business is a huge mega corporation like Coca Cola or Johnson and Johnson, website marketing is very important.
If you already have a good customer base, that’s great! Perhaps your target market is older and they don’t use the internet as much as a younger target audience would. If that’s the case, you may think that knowing how to market a website is less important.
The truth is, that it may be less important right now. But over time it will become more and more important because the trend of doing internet research is growing among all segments and demographics of the population. That means that even if your target customer relies less on website research than the general population does, there will come a time over the next few years when pretty much any demographic that you would like to appeal to will be web savvy.
So it makes a lot of sense to start marketing your website now and get ahead of your competition.
There are many techniques for website marketing and the ones that you use will depend to a certain degree on what industry your business is in, who your target demographic is as well as your timeframe and budget.
Search engine optimization (SEO) is essential and should be part of any website design or re-design. If you are able to post blogs on industry specific or other relevant sites and link them back to your site, it will not only help with your website’s SEO but you may also be able to pique the interest of potential customers who are interested in what you have to say.
Paid online advertising such as Pay Per Click (PPC) is another technique that many companies use. This has advantages over traditional media such as print because you only actually pay for the ad once somebody clicks on it and ends up at your website.
Social media platforms such as Facebook and Twitter can also be a great portal into your website because they will appeal to an audience that is already interested in what you have to offer. Providing how-to videos on YouTube may also be of benefit to your business.
A little farther outside of the box is to provide something of value to your potential customers for free such as a white paper or a webinar. This helps to set you up as their preferred expert and when they actually do need to make a purchase or use a service from your industry, your company will already be top of mind.
Once a visitor has found their way to your website, there are some proven techniques for collecting information and continuing your relationship with them and hopefully convert them to a customer. Online lead generation is a great way to keep customers interested in your business and steer them away from your competition.
As our world becomes more and more virtual, the importance of business websites has never been greater. And knowing how to market a website will be vital to your business.