Promoting your website is essentially the be-all end-all of present-day digital marketing. Even if you own other properties such as an app, social media pages and third party platforms, and do a bit of pay per click advertising, all your efforts will be focused on bringing users back to your website, especially if you have limited resources.
However, there are a number of effective ways you can get the word out and drive traffic to your platform on a relatively small budget.
While companies have been promoting their websites for quite some time, only in the past few years have businesses started using them as valuable lead-generation tools. Regardless of what type of business you operate, driving traffic to your website should be a top priority.
Let’s talk about three never-failing strategies to help get your name out there as well as examine a couple of inexpensive and simple tools that can be used to execute these strategies.
Identify the Perfect Keywords
The search engines are a phenomenal place to start. 90% of online experiences begin with a search. If you want your website to be more visible, you’ll need to learn which keywords your target audience is looking for.
This research process is relatively easy and will build the foundation for a good deal of your marketing campaigns. Indulge in some brainstorming and determine what keywords or phrases your ideal customer might be searching for when they need your product or service. For example, let’s say you run an interior design studio. Some potential keywords would be accents, lighting, furniture, redecorating living room, kitchen remodeling, etc. Targeting the right audience with the right keywords helps a lot. In the hands of entrepreneurs who know their business, tools like Ahref’s Keyword Explorer prove crucial in reaching the right audience:
These keywords and phrases will be the building blocks for most of the content you create to drive traffic to your website.
Blogging with a consistent strategy is one of the best ways to showcase expertise in your field. It will help get your name out there and generate followers while forming a deeper connection with readers. The content you produce should tell a story that makes your brand seem humanized to a point where readers can relate to you.
Blogging will provide you with valuable, inexpensive ways to do things like:
- Promote new products
- Show accomplishments
- Share company stories
- Answer pressing questions
- Announce breakthroughs
Most importantly, it is invaluable in generating sales over time:
So if you’re an ecommerce retailer, don’t make the mistake of thinking blogging “can come later” after you’ve started selling products online. If you haven’t already, don’t waste any more time in getting your business website integrated with a blogging system. Present day ecommerce platforms like Shopify will let you start publishing content directly on your interface, categorize posts, moderate discussions and comments, and tie content back to your online store.
Be sure to include the appropriate keywords, links to great reference articles, and of course other pages on your website. Most importantly, post often. Google loves fresh, relevant content. The more value you add at a decent frequency, the better you will do in the search rankings.
Rope in Influencers
Influencer marketing essentially revolves around finding a prominent figure within a certain community to talk about your brand to their extended number of followers. This can be anyone like a popular blogger, politician, social media star, or even another business owner.
Research the individuals with strong followings that pertain to your industry or target demographics. Keep in mind, when you approach a potential influencer, chances are they will want to write content that boosts engagement for them, not just you. You’ll need to get on their good side.
This is where influencer marketing can get tricky. Start by following them on social media and commenting on their posts so they know who you are. When actually contacting them for a favor, be sure you are offering value. Give them a free sample of your product or service and explain why you are reaching out. Make it clear how your plan will benefit both parties with a well-defined next step.
A great example of influencer marketing was done by Lynda.com, an online learning resource. They reached out to a number of popular YouTubers to sponsor their service. Here’s one of the videos:
Promoting your website is all part of the growth and evolution of your brand. It will most likely take a good deal of trial and error before you see success. Be sure you are always tracking and learning from your mistakes. Gaining web traffic should be a front-runner in your priorities. Don’t be afraid to get creative. Some of the most innovative strategies have been with little to no budget. The internet is full of untapped potential!
Dipti Parmar is the digital PR strategist and account manager at Preceptist and handles content marketing campaigns at E2M. She helps brands and individuals with their marketing while keeping their online reputation spotless.