If your running a smaller business ( as opposed to a major blue chip organisation) then here are my top 5 favourite small business website marketing tips to help you get better results with your website:
1: New content is required frequently and consistently to build search engine presence.
One of the most reliable ways to show up in Google results is to create news content about the topics your customers care about. Now this content should match a number of key criteria. These include being unique – so don’t go copying other content that’s already on the web. The content should ideally be authoritative and useful so that a reader will gain something from the article.
This means that an article will need to be substantive i.e. have a good volume of content. Now I’m not talking words for words sake, or spammy but write so that it can be easily read. It appears as if 300 to 500 words as a minimum is seem as being useful content. So next time you rush to post a one paragraph article thin about how you could make it more informative.
Important Note: For small businesses you need to understand “Direct Response Marketing”. If you have previously undertaken a marketing course or class at college then it is likely that you will have learnt about theoretical marketing models, big business branding and institutional advertising. All of which are perfect for corporations with multi-million dollar advertising budgets. I would suggest that as a small business you need to follow the rules of direct response marketing to be sure you get measurable, trackable results.
2: Consider your website as a lead generation machine
If you have an ecommerce website then its purpose is to make online sales. The purpose of most other websites is to capture leads ( not to make sales). So every single page on the website should have a clear purpose around capturing leads, at a minimum an email address, in an ideal world email, name and telephone.
Once you understand the purpose of your website you can start to ensure that the site is designed accordingly. Strong calls to action, sign up boxes, incentives / encouragements, downloads are typical site mechanisms. Additionally live chat and pop ups can provide a stimulus for action from the visitor.
Important note: Measurement and Testing are two critical activities that must be completed regularly with web marketing. When set up correctly tracking and analysis is far easier with web marketing compared to other forms of online marketing. If you haven’t got Google Analytics set up on your website yet, then make sure you do this immediately. Google Analytics can only track information once installed and cant show data retrospectively. Be sure you’re constantly measuring what you’re doing for best results. Testing should be conducted on pages that receive higher traffic volumes. That way you will have a higher volume of data in order to more accurately establish the impact / effect of any changes.
3: Get Proactive with Social Media and Email
Now when I use the term “website marketing” what I mean from a marketing perspective is everything that happens online. Your website is the one online element for which you have complete control, therefore it makes sense to direct social media elements to the website where possible. The same applies to your email marketing.
For B2B businesses Email marketing is still one of the most effective methods of stimulating sales. Email addresses gained through your website activities should be added into your CRM system and segmented accordingly. Email campaigns should be created using one of the many Email tools that are available (Mailchimp / Send in Blue / Auto Pilot App / Sender / Benchmark Email / Mailerlite / Constant Contact etc). These allow well styled HMTL emails to be created. The email should have links directly to specific landing pages on your website.
When your prospects aren’t using Google, receiving email from you (assuming you have captured their email address) they’re using Facebook, Twitter, LInkedIn, Pinterest, Instagram, YouTube, SnapChat, Whats App, Tumblr, Tik Tok, Viber etc. You need a presence on at least one of these networks. Ideally, you should be updating your social media profile several times each week and linking them to your website.
Important note: With email marketing make sure you use the analytics packages and split testing capabilities to see how your email campaigns can be improved
4: Your website is never finished
With web marketing one of the first things that you need to understand is that your website is never completed. This can be a difficult rationale for many to come to terms with. Developing a companies website can consume a huge quantity of time and effort. Writing copy, finding images etc. So once a website is completed its often convenient to think that this specific marketing activity is completed.
Unfortunately this isn’t the case, getting the website live should be considered as just the starting point, and that as time and visitors progress, so the website should be modified and improved. It is likely that your competitors are improving and modifying their websites, you should be doing the same. To see an example of how a website can be modified and improved over time and through the use of Google Analytics click here ( case study to be added)
Important Note: When working on the website make sure that you don’t follow old SEO approaches which were manipulative and wonky. The old style practices of spamming content and gaining inappropriate links no longer work for SEO and in fact will be penalised by Google. For websites now SEO it’s all about content, authority, and reputation.
5: Keep on top of your websites health and performance
The most popular website platform is WordPress (in fact ~455,000,000 sites are built on WordPress). WordPress websites need to be updated and maintained to ensure that themes, PHP and plugins are updated to maximise performance and minimise security risks.
FREE Website Performance Check
- Speed plays an important part in website performance how well does yours perform on desktop and mobile?
- Is your site mobile responsive if not how many customers are you losing?
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- Find out about loads more website performance issues