People often ask us how they should go about marketing their new website. There are so many different ways this can be approached, but from experience we have found the following methods to be a very successful way approach it. If you would like to learn how to market your website, consider these channels.
AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program is largely focused on keywords and enables businesses to set a budget for advertising and only pay when people click the ads.
Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear under the heading “Sponsored Links” found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website.
When choosing keywords for your AdWords campaigns different matching options are available. The two main keyword match options include the following:
- Broad Match: This reaches the most users by showing your ad whenever your keyword is searched for
- Negative Match: This option prevents your ad from showing when a word or phrase you specify is searched for
- Phrase Match: Your ad is shown for searches that match the exact phrase
- Exact Match: Your ad is shown for searches that match the exact phrase exclusively.
When using AdWords keywords are also used to determine your cost of advertising. Each keyword you choose will have a cost per click (CPC) bid amount. The bids specify the maximum amount you’re willing to pay each time someone clicks your ad (the maximum cost-per-click). A higher CPC bid can allow your ad to show at a higher position on the page.
Website Landing Pages
A landing page is a page where your visitors “land” (arrive) from other sources, such as google or social media. So basically it’s a page that is targeted and optimized to evoke a certain reaction from the visitor, such as buying a product or subscribing to a newsletter. A strong call to action needs to be present.
Landing pages are a very important part of online business. If we create and optimize landing pages this can increase both traffic and conversion rates.
If we tie this in with the SEO properly we can achieve Sitelinks (these are automated by Google) which is very desirable as it is a reputation enhancer and it will help users navigate your site. Google’s systems analyze the link structure of your site to find shortcuts that will save users time and allow them to quickly find the information they’re looking for.
Behind organic search, email has proven to be the second-most effective way to gain customers and it can be effective immediately. By looking at transactions, we will create a customer database, and contact them all as a group. There are many factors that will play into the effectiveness of the email campaign, such as frequency and content, but this is a proven strategy that can begin almost immediately.
An email newsletter registration facility needs to activated on the your website in order to collect customer email addresses and build a database that can be used for email marketing. You can provide the customer an incentive to sign up to the newsletter. This could be in the form of a promotion every couple of weeks to ensure that the database is constantly growing and it does not become stale.
An effective way to manage the registrations and email marketing campaign would be to use an email marketing software such as Awebber. (www.awebber.com)
Awebber provides you with a customised email sign-up form that is compatible with Opencart and is also fully responsive. The sign-up forms can be added to the website, Facebook and blog. It then collects all the registrant details in a secure database and allows easy collection and management of subscribers as well as allowing you to segment your list based on people who read your last email or re-engage people who didn’t.
Awebber offers simple analytics with easy graphs to track your email’s success that show important info such as who opened your email, which links were clicked on, how much revenue was generated and how many people may have unsubscribed.
Awebber also offers “drag-and-drop” email software which can be used to compose email newsletters. They have a huge knowledge base and offer valuable tips and advice on various different aspects of email marketing such as how to create user friendly emails, email campaign timing, good titles, how to improve your campaign etc.
Cost: Awebber offers the first month free and $19 (approx R297) per month thereafter.
SMO – Social Media Optimisation
Social media optimization is the process of increasing the awareness of a product, brand or event by using a number of social media outlets and communities to generate viral publicity.
Social media optimization includes using RSS feeds, social news and bookmarking sites, as well as social media sites and video and blogging sites. SMO is similar to SEO in that the goal is to drive traffic to your Web site.
Social Media channels that need to be addressed :
i. Social Media Channel Management
It is often difficult to manage your brand across the various different social media platforms as doing it manually requires a lot of time and effort and in turn can work out to be quite costly. There are various different solutions on the market such as Buffer (www.buffer.com) and Hootsuite (www.hootsuite.com) which allow you to create posts and publish them across the various different social media platforms which can drive traffic, increase fan engagement and save time on social media.
Cost: Both offer free trials. Buffer starts at $10 (approx. R155) per month and Hootsuite at around R145 per month.
ii. Facebook Posts
Publishing posts more frequently on your Facebook page will ensure that current customers and followers are often reminded about your product and made aware of new stock, promotional items etc. Keeping content fresh and posting regular updates on current trends and what is happening in the fashion industry whilst ensuring that it ties in well with the products that are on offer will also encourage followers to share and this in turn generates more likes.
A great way to encourage visitors to the website is to have short surveys. Not only does it generate hits on the website but it also allows you to collect important information from your customers (buying trends, spending budgets, style preferences)
Using the various Facebook Publishing tools to boost posts is also enormously beneficial and ensures that your posts are seen by a wider audience. You are able to target your audience and set a budget/duration as well as tracking your conversions. This will drive more traffic to your Facebook page and in turn, the website.
Linking to popular bloggers and having reciprocal links is also a good idea.
iii. Competitions and Contests
Running competitions whereby followers “share” a voucher for 15% off and stand the chance to win a cash prize.
Giving shoppers a way for them to win your hot new item is a proven strategy for generating buzz. Plus, contests are easy and affordable. This is where you can get creative, as there are all kinds of contests you can use to create a giveaway.
The contest can be specific to your industry, making sure the timeliness, message, and steps to enter or win are clearly thought out and executed.
iv. Facebook Advertising
More than 1.4 billion people use Facebook to connect with what matters to them, and more than 900 million visit every day. When you run a Facebook advert, you choose the audiences that see it by location, age, interests and more.
You are able to choose the type of people you want to reach and your adverts are then delivered to them. This makes your adverts more relevant for the people who see them, and brings you real results. You are able to set your budget (daily limit) for one advertisement or the total amount for a campaign. You are able to measure results of every advert.
There are various different ways to advertise via Facebook including sponsored links, promoting the website, Promoting as a local business or simply promoting the facebook page itself.
Blogging and content promotion
Maintaining a blog is a proven strategy for driving traffic to your site. It helps with SEO, and keeps your website active in order to capture the attention of shoppers. Certain products may warrant a blog just to announce its arrival, or tell its story. It doesn’t have to be overly wordy or detailed and not every item needs this special attention, but when well-executed, it will help drive sales.
Being active on the blog doesn’t always mean you have to do it yourself. Whatever the industry, it’s practically guaranteed that someone is writing about it. If a new product is deserving of a wider audience then reach out to these bloggers, and see if they’d be interested in covering the story and suggesting reciprocal links.
Inserting a buy button directly into your blog, tweet or post. Promoting your product across all mediums is great; giving them a way to buy right then and there is even better.