Web Marketing Strategy
Congratulations you have a website! Now all you have to do is kick back, put your feet up and relax, right? Wrong! Get busy, and adopt a web marketing strategy.
Search Engine Optimization
Your site should be built using search engine optimization techniques so people can find you with a keyword search. However, it just might not occur to all your potential customers that they should be looking for you in the first place. Or maybe you’re offering something new and want to get the word out to your existing customers. Consider taking steps to increase your site’s visibility.
Combine Traditional Marketing with Web Marketing
Put your web address on paper: Your URL should be on all your printed marketing materials: business cards, brochures, direct mail, etc. Give people a reason — perhaps an online discount coupon — to go to your website.
Put your web address on products: Do you make a product? Put your web address on the product, its packaging, owner’s manuals, etc. to give customers a chance to reorder from you.
Advertise: Advertising options range from traditional media — print, radio, and TV — to online advertising. Online ads come with the benefit of the user’s ability to click through to your site. As with your marketing collateral, your ads should give people a compelling reason to visit your site.
Public Relations: Write press releases with SEO copywriting in mind, just as you would for a web page. If you subscribe to a newswire service and submit your press releases online you’ll have to opportunity to structure your press releases with title tags, page descriptions, etc. and to embed links to your website from keywords within the body of the press release text.
Web Marketing through Social Networking
Social networking is being embraced by a wide age range of users. Sorry kids, mom and dad are on Facebook. How does social networking tie in to your web marketing strategy? It’s a way to quickly and inexpensively communicate with your customers.
Facebook: Businesses can reach out to Facebook users with banner ads and/or Fan Pages. A business’ Fan Page can include newsworthy updates, photos, videos, articles, etc.
Twitter: Do you want to get the word out really fast? Having a one-day sale? Use Twitter to “tweet” messages of 140 characters or less to your “followers”. Your followers can get your “tweets” (and comment on them) by cell phone text messaging or online. Message posts are also visible to the public, so it’s possible for non-followers to find you in a web search.
LinkedIn: Businesses can post profiles that include basic information about the company and individuals can post profiles that refer to their company. Using what you’ve learned about search engine optimization, include appropriate keywords and phrases in your profiles and provide a link to your website.
Web Marketing with Email Newsletters
Reach out to customers through email newletters for the advantages not offered by social networking:
- Email newsletters can include content with multiple topics and more in-depth information than you could communicate through social networks.
- Email newsletters are trackable, you can get measurable results about how many people have opened a newsletter and clicked on its links.
- Email newsletters have graphic layouts that leverage your brand identity.
Web Marketing with Blogs
Blogs, when used well, are frequently updated, which attracts the attention of search engines. Your blog can be separate from or integrated into your website, in either case, link from and to the blog posts. If content on your site will help illuminate a topic on other people’s blogs, submit comments to their posts with links the related content on your site.
Web Marketing with Articles
Share your expertise by submitting articles to content sites such as ezinearticles.com, and of course, link to the part of your site that relates to the content in the article.
Current and accurate: If you already have inbound links pointing to your website, make sure the information on the other sites is both current and accurate. Do you offer products or services that aren’t mentioned on the other sites? Is the information correct?
Use keywords: When submitting a business profile for directory listings, use the same keywords from the SEO copywriting research you used for your website.
Increase quality inbound links: List your website in directories of the organizations of which you’re a member. Ask vendors and customers to link from their sites to yours. You won’t have much control over how (or if) they’ll link to you, but if possible, ask that they link from keywords that describe your business (as I did in the Web Marketing with Articles section above).