How do I develop a website marketing strategy?
Creating a website marketing strategy requires a process similar to that of any other marketing strategy. That’s not to say that when it comes to marketing websites, there are not some unique objectives, tools and tactics – there are. But what it does mean is that the basics of having a strong brand and knowing your customer are still just as crucial.
Before you even begin building your website marketing plan, first determine whether your website is ready to be marketed. Just as you would not let one of your other products or services go to market before it meets your standard for quality, you should not even think of marketing your website before it is ready. After all, your website will be the first impression that many potential customers have of your overall business – you want to make sure that the impression you make is a good one.
Considerations for your website should include things like how well does it appeal to your target customer, how easy is it for your target customer to find what they are looking for and does your website have a clear call to action – that is, does it entice your visitors to make a purchase, sign up for a newsletter, come into your store etc.
Part of any website marketing plan should be solid search engine optimization (SEO), meaning that your website should be crafted in such a way that makes it easy for search engine spiders to find. This will give your website a higher ranking in the search engines and as a result, it will attract more traffic to your website.
If your website is ready for marketing, you can start to develop a strategy that makes sense for your particular industry as well as for your target demographic. There are literally dozens, perhaps hundreds of techniques and strategies for marketing a website. Common to many businesses are strategies such as paid or pay per click (PPC) advertising and remarketing.
Increasingly common is also social media marketing. Social platforms such as Facebook and Twitter have become gold mines for businesses because they attract people who are already interested in or loyal to your brand.
In developing your website marketing strategy, you need to determine what tools and strategies will be of the most value given your industry, your timeline and budget, and who your potential customers are.
One major aspect that many businesses may miss however in marketing their websites is the tracking of their results. Google Analytics and other tools can provide valuable insight into how well a particular technique may or may not be working for your business. Tracking of results should be done not only at the end of a website marketing campaign but throughout. That way if something is not working – or not working as well as it could – it can be changed or tweaked.