When you build a website, it is not guaranteed that people will be breaking down the door once it is launched – the old adage “if you build it, they will come” does not apply to your website! You must tell people about it in order to get the word out. It is important to build up some hype and excitement about your business’s new website. There are several strategies to take. While your web designer will build you a search engine friendly website, it does not mean that your site will be immediately successful. It is up to you to create a marketing strategy. When a website is launched, it can take up to a year to be placed in the search engines, so don’t rely on them alone to bring in traffic when getting started.
Offline Website Marketing:
We advise that you market your website offline heavily. There are many ways to do this – list your URL on all of your business publications, such as business cards, brochures, letterhead, invoices, fax cover sheets, etc. Put out a press release about your business! Include your web URL in any advertising you do, whether it be print, radio, or television. Put out a newsletter from your business, and announce the new website. If you have voicemail, add your URL to it. Make sure all your employees are familiar with the site and can direct customers to it easily. Make sure to list the URL on any freebies that you give to the public, such as pens, notepads, calendars, etc. If you are a member of a networking group such as BNI or the chamber of commerce, be sure your website is listed on their member directory, and in their website if they have one.
Online Website Marketing:
Ways that you can market your site online include getting listed with directories, participate in link exchanges, and more. Find online directories for the type of website you have, and get listed in them. If your local community has an online directory, get listed in it. Include a link to your website in all your email correspondence. Be a participant in online communities that are relevant to your site’s content, and be a helpful and knowledgeable contributor. Create an online newsletter that your site visitor’s can sign up to, and send out updates when new things are added. Make sure to create content that educates and informs on your website, and keep it fresh. Adding new content regularly keeps visitors coming back. If you sell products or services, offer sales from time to time, and advertise them, to entice visitors into returning.
Search Engine Optimization:
If you truly want to get your site ranked high in the search engines, you can hire an SEO specialist to help you. They will analyze your site keywords, and optimize each page. There are also pay per click campaigns that you can participate in on some search engines like Google and Yahoo. (Be aware of scammers, there are many so-called companies out there that promise SEO but can’t deliver. If you are unsure, contact your designer for a reference.) You may also want to hire a professional web copywriter, if you are not good at writing. In some cases an SEO firm may also be able to do this.The most important thing to remember is that marketing your website is a never ending process. To be effective in your marketing strategy you must be willing to use the internet as a tool to achieve your goals. If you aren’t willing to participate, then your site probably won’t succeed.
Customers and potential customers visit your web site with expectations, and it is crucial for you to cater to them in order to have your business thrive. Local customers already familiar with you might be willing to overlook small errors or discrepancies, but first-time visitors tend to be less forgiving and will move on to the next business down the line if they find yours lacking. As a general rule, it is good business and marketing practice to proof your web site for text accuracy and effective presentation. Marketing plays a major role in how you fashion your web site, as it dictates how you want your site arranged and what you want your customers to retain. Just because you are a small, local company does not mean you have to think that way! Strive for exceeding even your own expectations and that will impress customers enough to keep you in mind for what they came to you for in the first place seeking your business.
Pleasing Your Customers
1. Satisfy their curiosity. Having clear explanations of what your company advocates, how it runs, and how customers can contact you will allow customers to verify how well you know the industry or products and they will have confidence in knowing you are honest and legitimate. Time is precious to all, and no one wants to spend an excessive amount of time wading through your web site to find what they want. Keep your graphics small enough to view comfortably so that they appear shortly after arriving onto your site. Include all pertinent information about your products or services where customers will know within the first few minutes of reading.
2. Woo them. An eye-catching, appealing web site is easier on the eyes and encourages a quick read. Use text sparingly, elaborating on what is necessary. Tools they can use to navigate through your information will also provide a higher level of interest, such as inserting a search feature to allow customers to search through your web site by typing in keyword phrases. Tailor your marketing to the nature of your industry. If you are a realtor, include an interactive mortgage calculator; if you offer audio or video services, you can include small sample sound bytes and videos for customers to preview at the click of a mouse; if you sell sports gear, allow customers to get 360 degree views and be able to zoom-in or out with products.
3. Offer to help. Knowing that you are there to assist them at any point during their visit to your web site lets them know you are truly dedicated to welcoming their business. Offer email support, a local or toll-free customer service line, or a self-help section with a list of the most popular questions and their answers.
4. Include reviews. Customers’ opinions rely heavily on what others have to say about your services. Successful marketing involves including feedback from past customers to build new customers’ faith in you.
Following those steps, your local company will join the Internet age and will stand to grow in its success among the rest of the crowd.
By Jennifer McGroary, Creative Solutions
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