As a business in the digital age, having a strong online presence is essential, and building a website is not enough. Incorporating effective marketing strategies to attract and engage audiences while driving conversions is imperative.
We’ll explore key strategies to effectively market your website by maximizing its visibility and impact, using several examples in different business sectors to provide some context. Use these examples to apply to your situation and help you understand how the following strategies can promote your site and maximize its impact and visibility.
Define Your Target Audience
Before you implement other marketing tactics, you’ll need a clear idea of who forms your target audience and to understand what its members will look for from your site. Who will your ideal visitors be? What are their interests, their demographics, and their preferences?
Conducting market research and creating buyer personas will assist in tailoring your marketing efforts to captivate your audience by addressing their needs and pain points effectively.
Sergio Zammit, a casino expert from Business2Community, describes a Cash App casino as such:
“The mobile application Cash App is favored by US players looking to fund their gambling accounts and get instant payments from their mobiles. Choosing to play at Cash App casinos has many perks such as effortless transactions, generous welcome offers, and an excellent in-built Bitcoin wallet.”
Hence, with a Cash App casino website, you’d seek out tech-savvy online gamblers between 18 and 30 who predominantly use mobiles for gaming.
Optimize for Search Engines (SEO)
SEO is crucial in improving your website’s ranking and visibility on search engine result pages (SERPs). Using researched keywords and phrases, optimize your website’s content, metatags, images, and URLs to increase your organic traffic and, hence, your site’s exposure.
Building backlinks from recognized websites can enhance your site’s authority, making it more credible to search engines. For eCommerce sites, referencing the home site and using the website or app’s name and related phrasing in your URLs, content, and metatags will help garner more credibility and improve your SERP ranking.
39% of all eCommerce website traffic comes from search engines, according to Deepak G of Digital Catalyst, meaning SEO is vital in eCommerce marketing in the following ways:
SEO improves brand familiarity in the customer shopping experience while increasing traffic to your website. It is inexpensive compared to many other marketing efforts and elevates these in a long-lasting manner.
SEO helps eCommerce and other businesses improve organic rankings as Google algorithms include multiple criteria for ranking, which good SEO provides.
Create High-Quality Content and Copy
In the online marketing world, content and copy are kings. Creating and publishing relevant and engaging content and copy of sufficiently high quality will provide value to your target audience. Depending on the type of website you’re building, the content includes articles, blog posts, videos, podcasts, or infographics. Utilizing UX design and writing ensures your copy is well laid out and visible to users.
The point of your content is to share your expertise while providing insights and solutions that attract visitors and establish yourself as an expert in your field. In turn, this builds trust with your audience. Your copy should be displayed in the correct fonts and formats, making access to your site’s pages and sections easily visible.
Copy that speaks to your customers in a suggestive manner as opposed to an instructive one assists with the visitor’s receptiveness as this example details:
Maggie Stanphill, UX Director at Google, changed two words in Google’s hotel search product which improved user engagement by 17%. By replacing “Book a Room” with “Check Availability”, the phrasing didn’t prompt commitment from the user and encouraged further initial investigation.
Even search engines benefit from decent UX design and writing to create content and copy that speaks to their users in ways that encourage better chances of additional action.
Leverage Social Media
Social media platforms are powerful channels to promote your website and engage with your target audience. Identify which social media channels your audience will favor most, and create and build a presence on those platforms.
Share your website content while interacting with followers and group members, and incorporate social media advertising into your marketing to drive traffic to your website. As a small business website owner, for example, promoting your products and services on social media, complete with links to your site, can be invaluable in securing new users.
As Sean Peak, Senior Analyst & Expert on Business Ownership for business.com explains:
“Social media is no longer just a place to connect and socialize with friends and family. According to data gathered by SCORE, 77% of small businesses use social media to help build brand awareness, facilitate customer service, and increase revenue.
For example, data from Meta shows that 83% of Instagram users say they discover new brands while using the platform. Those users are then able to share posts with friends, further increasing brand awareness.”
With social media also driving traffic to small websites, promoting included content, and opening new channels of communication, its leverage is an important part of marketing your small business, along with many other business types.
Conclusion
While we’ve covered many of the primary website marketing strategies, there are still others you can try. Depending on the type and nature of your website, email marketing, Pay-Per-Click (PPC) advertising, influencer marketing, and monitoring and analyzing your website’s traffic, engagement, and conversion metrics with Google Analytics can all play a part in growing your site.
Whether you have a site built to generate direct income, like the Cash App casino and eCommerce examples we’ve used, or to promote offline products or services, your business will benefit substantially from including some or all of the strategies we’ve mentioned. Assess which most suits your business and plan your strategy accordingly.
