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The term digital marketing is so all-encompassing that sometimes the biggest digital marketing asset you have for advertising to a database of potential leads leaves you stumped on how best to use it.
Still, your website can be one of your strongest marketing tactics. Using thoughtful website strategies, you can promote your brand and attract prospects’ attention from your website.
Using your website as a marketing arm is a classic and robust example of inbound marketing at its core.
As with any online business strategy, there are certain considerations you should think through before jumping right into a marketing plan.
Before you ramp it up with some webpage marketing, you should first conduct a website analysis to make sure your site design is conducive to a smooth user experience.
Take a look at your site map and make sure it flows well. Is your navigation bar easy to follow? Do all backlinks work? Is your search function intuitive?
Have someone come in with a fresh set of eyes, too, and click through to give you an outsider’s perspective on navigation.
Another important step? Check out your site from multiple browsers. Just because it looks top-notch in Chrome, don’t assume all visitors will be using Chrome. Same with devices: test out desktop, mobile, and tablets. Universal experiences are a tentpole principle of marketing.
Before you turn your focus to website marketing strategies, make sure your site is putting its best foot forward for visitors.
Another thing you’ll want to investigate is load times. This will not only impact the user experience, in a bad way if they take too long to load, but long load times also negatively affect SEO.
There’s nothing like a page taking forever to load to make people exit out of your site altogether. And the algorithms in Google and other search engines take that into account, ranking a slow loading site lower and lower.
If you’re going to attract people to your website, you’ll need it to speak to your niche. Outside of your analysis for general working order, you need to make sure you have your focus nailed down in terms of your target demographic and goals.
Rather than trying to market to everyone, make sure your content and copy are deliberate and focused on your target market.
After you’ve thought about the technical aspects and the big picture, you can start making tweaks and updates to your site as part of your overall internet marketing strategies.
This one is a biggie. Creating valuable pieces that are relevant to your audience goes a long way to both attracting and engaging people.
Offering something worth their time to read or view builds trust and a relationship with an audience.
It’s not just about writing up 100 white papers or flooding your page with videos. Content marketing needs to be well thought out and approached like any other marketing collateral strategy.
Google’s first page search results has become so refined and so crucial that anything second page and beyond can almost be considered the dark web for some. That said, a strong SEO presence is non-negotiable these days.
And while a paid search campaign may still be in the cards, put more of your energy into organic SEO. A reported 70-80% of users ignore paid advertising, according to business2community.com.
Hearing “SEO” may call to mind experts and obscurities, but the real secrets to succeeding are time and consistency, meaning you can do it on your own, by following some best practices. Good SEO can pull in leads. Put them, and the information they contain into your marketing database, so you can later push out content.
Take your content a step further by offering content upgrades. This is a vital part of your website marketing plans as it builds up your leads database.
Content upgrades are a great way to get your prospects’ email addresses and send them newsletters. They feel they get something of value, and you get the key to their inboxes to nurture them.
The more leads you acquire, the more opportunities to connect with audience targets and more chances to use other marketing skills.
There’s more than enough spam in the email world, so getting people to give over their email involves a compelling argument from your side.
A blog lets you publish regular, industry-specific news and ideas, and it positions you as a thought leader, or at least aware of things. Often, though, the blog suffers due to a lack of resources or time, and that is a huge missed opportunity.
Fresh content goes a long way to building trust, and a regularly updated blog shows you are active and current -- and helps you with ranking and showing up on Google search results.
Blogging is a lot more than just writing out a 200-word listicle and clicking ‘publish’ every week, though. An excellent online marketing strategy includes a good plan for your blog.
In any business, email marketing is a great way to stay connected with prospects while simultaneously cataloging their contact and behavioral information. But, to capture that information, you need to catch their attention in new ways to get people to sign up.
This is a two-fold consideration. You don’t want to abuse the power of having an email marketing list, so be sure you only send out relevant, meaningful content that is of interest to your list. And when you are collecting email addresses, make it an easy process.
A call to action (CTA) is what grabs the attention of the reader and encourages them to take action that will either turn them into a lead or help nurture the relationship.
Use CTAs to call attention to email sign-ups, content upgrades, consultation requests, etc., and increase exposure to all your marketing channels.
Calls to action should be easy to see and engage with. But there is an art to creating them -- make sure they lead to something of value in return, and be smart about how you use them.
As part of any web or digital marketing strategy, the case for a good CMS software is a big one.
A popular choice, WordPress is open-source, free, and feature-rich. Originally built as a blogging platform, it not only still excels in its content publishing capabilities but has grown to be optimized for e-commerce, small businesses, and much more.
You can manage multiple user permissions, store and incorporate media, customize themes, capture leads and data, integrate with CRMs, and pretty much anything else thanks to over 50,000 third-party plugins available.
At a perfect crossroads of affordable and highly functional, Wix offers the ability to quickly and intuitively customize your site and content without feeling over your head in terms of UX building or coding.
You can automate your e-commerce needs, showcase your artistic portfolios, streamline customer communication, animate, and even design an entire aesthetic around a central logo or color swatch.
While it started as, and still excels at being, an e-commerce go-to, Squarespace has evolved into a sleek content management system.
It offers up appropriate thematic choices for your industry, intuitive templates for streamlining content, advanced style editing, marketing analytics, and even top tier image sourcing with an integration to Unsplash and Getty images.
When it comes to small business marketing, every action matters. Optimizing your website and making it proactive for inbound leads puts you leaps and bounds ahead of the game.
Be sure to be deliberate and strategic in the options you employ, and you should see success follow.
Our Small Business Expert
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