Getting a website is easy; getting people to know about it is not. Marketing is a challenge even for experienced webmasters. While there’s plenty of advice on the subject (including this helpful guide), it’s not easy to put into practice.
You have a product or service to promote, but how do you go about doing it? Where do you start? How do you continue?
In this article, we’ll share with you a few tried and tested ways that you can market your website. We’ll cover everything from marketing analytics to SEO and content strategy, so you can implement the methods that are right for you.
1. Build A Brand For Yourself
Your first and most important step to marketing is establishing your brand. What is your company’s identity? Who are you targeting with your product or service?
Your brand identity forms the personality and values of your company. It represents what you are, and what you stand for. The clearer you are on this identity, the easier it will be for you to market your website. Having a clear brand also makes it easier for customers to find you online, and to remember your name and website when they are deciding what product or service to buy.
Your brand identity should reflect you, the company, and your goals. Your brand strategy should be able to communicate these to potential customers. If you are looking for some inspiration, take a quick look at some of the most successful brands in the world.
2. Identify The Target Audience
Now that you have a brand for yourself, you can start to identify target audiences and create marketing materials specific to them. This is called segmentation, and it’s an essential part of any marketing plan. You can’t market to everyone; you’ll end up with everyone marketing to you. So, it’s crucial that you identify and reach out to a particular group of people with messaging that is relevant to them.
The benefits of segmentation are numerous. You can craft the perfect message and approach for your ideal customers, resulting in increased conversions and revenue. You can also analyze conversion rates and performance by demographic to identify which groups are most and least interested in your product or service. And you can continually refine your strategy as you learn more about your target audiences.
3. Create A Media Plan
Once you have your target audience determined, you can start to build a media plan. This is a list of all the platforms (e.g. TV, radio, and the internet) that you will use to expose your brand and get the word out about your product or service. For example, you can create a digital marketing plan that consists of:
- An online marketing plan
- A social media strategy
- A PR plan
- And a traditional advertising plan (print, radio, and TV)
You can also use this plan to determine the number of media placements you need to secure to gain the most traction. The more you put in it, the more you’ll get back. Make sure to include the platforms you know you will definitely use, as well as those you are just experimenting with. It’s always a good idea to have a mix of experienced and novice marketers on your team, as well as a digital marketer who can build effective strategies from the ground up.
4. Identify Key Performance Indicators (KPIs)
As a business owner, it’s important to track the performance of your brand. You can use a variety of tools to analyze the success of your marketing efforts, but one of the most powerful and versatile is called Key Performance Indicators (or KPIs). These are metrics that can be used to measure the performance of your marketing program. They can be used to determine the success of your strategy and offer helpful guidance on the next steps you should take.
There are four main KPIs that you should focus on establishing:
- CTR (click-through rate)
- LTV (lifetime value)
- These metrics can be used to determine the performance of your entire marketing plan. They can help you identify the platforms that are delivering the most value, and the areas where you might need to refine your strategy.
5. Use The Data
Data analysis is a critical part of every marketing plan. You can’t move forward until you know what happened previously. Fortunately, the internet makes this kind of research easy. You can literally get all the data that you need in one place. This is especially beneficial for digital marketers, who can access all the analytics and data that exist within their customers’ online worlds.
You should use the data that you collect to continually refine your marketing plan. If you notice that one platform is not performing as expected, it’s time to adjust your strategy. You can use this information to learn more about your target audiences, find out which methods of marketing are working and which ones aren’t, and determine the next steps you should take.
6. Test The Strategy
Once you have established a strategy and began to implement it, it’s important to test it. This is especially important for digital marketing strategies, as it’s nearly impossible to know if you’re on the right track until you try it. You can test your strategy in a variety of ways, but one of the most effective is called A/B testing. A/B testing is the process of dividing your audience into two groups and exposing one group to different content than the other. This allows you to discover which strategies are most effective without exposing your entire audience to one approach.
For example, you can test different headlines, formats, and characters for your blog posts to see which ones perform best. Or, you can experiment with the colour of your website’s header and the layout of the text within to determine the combinations that work best for your audience.
7. Measure The Results
The final step in the process is measuring the results of your marketing efforts. This is not as easy as it sounds. You need to look at the metrics that you’ve established and track the performance of your strategy over time. From here, you can determine the success of your plan and offer guidance on the next steps you should take.
The easier you make it for customers to find your website, the more likely they are to become dedicated patrons. If you are looking for short-term results, you can always measure the success of your strategy with digital marketing analytics. These tools can help you identify the platforms that are delivering the most value, the areas where you might need to refine your strategy, and the metrics that can be used to track the performance of your plan.
If you are looking for a long-term result, you can measure the success of your strategy with analytics tools that track website traffic over time. This way, you can see if changes to your website have resulted in a significant increase in traffic and revenue. If so, congratulations; you have a successful website, but it’s only the beginning. With this information, you can continue to improve and grow your website, and eventually, turn it into a profitable venture.
If you follow these simple steps, you will be able to successfully market your website. Whether you’re just getting started or you’re already well into your strategy, this article will help you determine the next steps you should take.