Now that you’ve got your business up and running — and a website to match — you’ve got a new challenge: attracting customers. First, you have to build awareness about your site. But where should you start? Each business has a different approach. To make it easier for you, we’ve compiled a list of the different types of marketing: what they are, why you should consider them, and how to implement them. Ready to promote your website? Let’s get started.
1. Content marketing
Content marketing involves using — you guessed it — your content to engage consumers. This doesn’t mean you have to create as much content as you can. It needs to add value to your audience’s lives. If you provide valuable content, you will build credibility and trust with potential customers. Which in turn will make them more likely to purchase your products or services.
This means a good content marketing strategy also requires consistency and organization. You need to focus on creating quality work, while still keeping your content fresh and timely. As you produce and share your content, you’ll be able to see your business grow.
How to start with content marketing
There are a multitude of different content types that your business can offer. For example, blog posts, podcasts, infographics, videos, guides, reviews, lists, ebooks, newsletters, and more. So, which kind of content would be most valuable for your website?
It’s okay to look at other content for inspiration. Consider the content you’ve willingly consumed recently. What engaged, inspired, educated, and motivated you? Look critically at the content you consume, and you can learn a lot of valuable insights. Just don’t copy someone else’s content!
You can also reach out to existing customers for insights into your content marketing. After all, you create content for your audience! They are the ones you want to reach. So, take time to understand who your desired customers are, what their needs are, and how your content can help them. Then, plan accordingly.
While there are many ways to distribute your content, social media has proven to be the most popular. Even more than traditional advertisements! And it’s easy to understand why. Social media is a great tool that allows you to capitalize on timeliness, purchase advertising, encourage user-generated content, and access useful analytics.
The power of video
Videos are a great way to share engaging content. They grab people’s attention quicker than a simple post. Though videos are more cost- and labor-intensive to produce, they are 10 times more likely to engage your audience than text-only content.
2. Search engine optimization
Search Engine Optimization (SEO) is a host of practices and techniques designed to optimize your website for search engines. This is useful, because if you practice good SEO, your pages will show up higher in the search results list. And let’s not forget that nearly two-thirds of all internet traffic is generated by organic search!
If you’re still not convinced, here is another fun fact: 94 percent of people only view the first page of Google search results. So if your page isn’t there, you will be missing a lot of potential customers. But there’s so much more to SEO than simply ranking high. It’s also about improving your website so it’s easier to browse and navigate for your visitors. So you can understand why it’s important to educate yourself on SEO.
How to start optimizing your site
Google wants to offer its users the best results to their search queries. This means you should focus on creating valuable content, and making sure your website is user-friendly, fast, and easily accessible. This won’t instantly increase your ranking. But it will in the long run!
You also need to conduct keyword research and work on your internal linking structure. Because in addition to creating content that your audience will love, you must also meet the requirements of search engines:
– Relevancy of your content: How pertinent is it to a searcher’s query?
– User experience: Is your site navigable, filled with quality content, and fast?
– Linking: Do your internal links provide your site authority and increased traffic
– Descriptions and tags: Are they accurate and relevant?
– Responsiveness: Does your site adapt on multiple devices?
So, where do you start? Fortunately, there are many ways to improve your knowledge about SEO. And there are a lot of online resources available to help you out. At Bluehost, we also write about SEO. Check out this article on the fundamentals of SEO.
More ways to improve SEO
If you’ve already taken the above steps but still need to improve your site’s ranking, consider these suggestions.
– Make sure you know which search terms your audience uses! They might be different from your own.
– Keep an eye on Google Trends for keywords that you can use for relevant and valuable content. You can also use Google’s Keyword Planner or other online tools.
– Install an SEO plugin.
– Have a security certificate.
– Make sure Google can find your photos by naming your images “brown-teddy-bear” rather than the standard file names like “IMG0002759.”
– Have other sites link to yours.
3. Pay-per-click advertising
Another element of online marketing is pay-per-click advertising (PPC). This advertising model allows you to bid on keywords on top search engines. When you are the highest bidder, your advertisement appears at the top of search engine results pages.
In essence, you’re buying visits to your site rather than attracting them organically.
Marketers often choose this strategy because it’s extremely targeted. You get to choose who to show your ads to based on location, keywords, interests, age, gender, language, and even the type of device used. This means you can advertise your website directly to the people who will be most interested.
On top of that, PPC is fast (you don’t have to wait for organic search growth), and it’s trackable. You can monitor the performance of your ads, and adjust if necessary. Just keep in mind that PPC advertising isn’t free, but it can lead to a healthy ROI.
How to create a PPC campaign
To start utilizing PPC, you first need a Google AdWords account. Then, conduct keyword research to find out which keywords are related to your site. Select these keywords in Google AdWords, and choose your bidding amount. From there, you build a search campaign that involves more details — including writing your copy and choosing where your ad will run.
4. Email marketing
If you’re looking for a cost-efficient and time-effective way to promote your website, consider email marketing. It’s proven to increase awareness of your business, generate repeat sales, and boost revenue. However, email marketing is especially useful for its real-time qualities. Reports show who opened your campaigns, what links they clicked, and how engaged they are. This allows you to easily measure the success of your campaigns, then adjust strategies accordingly.
So, what is email marketing? It’s a promotion strategy that involves sending one email message to many people. So, instead of trying to reach your customers on social media or through organic searches, you are given access directly to their inboxes — a tactic that has helped many small businesses. It’s important to note that email marketing is permission-based. Your customers have to opt-in. Otherwise, you’re not allowed to send them emails.
How to start with email marketing
First, sign up for an email marketing account. We recommend Constant Contact. It offers email marketing tools that are perfect for small businesses. You can choose from easy-to-use templates, list-building tools, email tracking, and contact management.
Once you’ve signed up for an account, you should focus on building an email subscriber list. Place multiple signup forms on your website. And make sure to tell people why they should sign up. Explain what’s in it for them if they subscribe to your newsletter. Just keep these email marketing best practices in mind:
– Make sure you get permission before adding new contacts to your email list.
– Proofread all copy for mistakes and errors.
– Verify the accuracy and functionality of included links.
– Preview the format by sending yourself a copy.
– Follow guidelines for subject line length (5-8 words, 40 characters including spaces).
– Avoid spam filter triggers: excessive punctuation (“free!!!!”), hiding your identity, or sending irrelevant content.
Find what works for you
There are many ways to promote your website. So find out what works best for you. Analyze your options based on the goals, capabilities, and resources of your business. Then get to work and watch your pageviews grow!
Want more tips? Call our experts at 866-757-1828 to learn how you can create a marketing strategy to jumpstart your online business.