In the 1989 movie, “Field of Dreams,” Kevin Costner’s character Ray Kinsella repeatedly hears a voice telling him “If you build it, he will come.” While Ray eventually heeds the call of “The Voice” by plowing under his Iowa cornfield, building a beautiful baseball field and ultimately reuniting with his deceased father (yes, I just ruined the ending of the movie for those of you that haven’t seen one of the greatest sports movies of all time!), the same happy ending can’t be said for companies that build a website and then sit back waiting for people to visit it.
Often times we come across companies who have spent the time and money to launch or redesign a website for their business, only to wonder why months later they haven’t seen an increase in traffic to the website. In other words, just because you build it, doesn’t mean the visitors will come.
Your website is no different than operating a retail store. You wouldn’t open a retail store and then do nothing to promote it or drive customers to it. Consider your website to be the ultimate 24/7 destination. It should always be open and ready to serve its customers, giving them the best experience possible.
There’s no magic seed that you can plant which will deliver visitors to your website overnight. It’s important that while you are building your website, however, that you are also mapping out a digital marketing strategy to go along with the launch of the site. After all, it is this digital marketing strategy that will drive traffic to your website, giving you that ROI you are seeking.
While the term “digital marketing” has evolved to mean many things over the last several years, here are five items you should have a firm plan built around when going live with your website:
Did you know Google changes their search engine algorithm up to 500 times a year? It’s imperative your website stays on top of these changes to continue to see positive results in your analytics. SEO is important because it allows search engines to rank your website higher in the organic, or unpaid, search results and, in turn, helps your target consumer find you easier online.
2. Content Marketing
There’s a reason people say “Content is King” when it comes to the Internet. Did you know search engines are influenced by the quality of your website’s content more than any other reason? By regularly creating and sharing quality content (such as well written blog posts) you are able to build links to your website and generate word-of-mouth buzz which impacts your organic traffic.
3. SEM/Paid Search
Allocating budget to paid search ads is a great quick fix for getting qualified traffic, especially if you are not ranking well in organic search or you just started your digital marketing strategy. Paid search, however, should never be a replacement for your other efforts. In fact, paid search can serve as a great testing environment to see what keywords convert best, and to do some split testing on landing pages by directing traffic to your choice of pages.
4. Email Marketing
Effective use of email is a great way to drive traffic to your website, a product page or landing page. Most users aren't going to read the full text of your email. They're going to scan it for key points they may be interested in. Keep your text short and include lots of links (at least one per paragraph of text) and make sure your links look like links. Remember, without driving clicks to your page or website, users can't convert to subscribers or customers.
5. Social Media
The whole notion of social media can be overwhelming for marketers. That’s why having a plan ahead of time of when and how often you are going to post is imperative. Focus your efforts on the top social media platforms to start: Facebook, Twitter, LinkedIn, Google+, YouTube, and Pinterest.
Remember, a good social media strategy also includes how you are going to respond to prospects who interact with you in the social media universe because they can become your biggest product evangelists if handled correctly.
Need Help Creating Your Digital Marketing Strategy?
With a deep experience creating and activating digital marketing and SEO tactics for businesses and companies nationwide, Synchronicity Web Designs can help you create a working strategy where you will see results impacting your bottom line.
To learn more about Synchronicity Web Designs and our digital marketing services, visit our website www.syncdesigns.com or call 866-397-7962 to speak with us directly. Let us help you connect with your customers online!