Whether you have an existing website or are getting a new website you will need to market your website in order for it to archive its full potential. The importance of website marketing can not be overstated. Would you launch a new service or open a new shop without telling anybody. It might seem seem obvious but the biggest reason for websites to fail is the failure to promote the site to the correct target market.
Just like any other business the Internet only works if people can find you. To this end you need to promote your website both online and offline. You will then need to decided who your target market is and employ the appropriate services to promote your website to that market.
An example of the power of advertising is one of our clients who started a coordinated marketing campaign using both online and offline marketing and saw a 300% increase in online orders in six months. So take the time to read this document and give your website a chance to perform at its best.
Website marketing generally falls into two types, traffic generation and sales conversion.
This is all about getting more people to your website. This is best achieved using both online and offline marketing in a co-ordinated fashion. Types of advertising and marketing include:
Print media include publications such as newspapers and magazines as well as leaflet drops or handouts. These are useful for general brand awareness and specific event or offer promotion. The disadvantage of print media is that people often just bin leaflets or ignore the adverts in publications.
While local radio is useful for general brand awareness and specific event or offer promotion it main advantage or print media is that people listening to radio are more likely to heard the advert.
Banner advertising on high traffic websites is a good way to get your brand or offer noticed. They best work in conjunction with our forms of advertising and act as a reminder of a brand or offer. The click though rates from banner adverts are often lower as a percentage of times they are displayed. Their effectiveness as a visual reminder cannot easily be measured.
Search engines can be main generator of traffic to a website. Where you are positioned in the search results is dependent on the relevance of your website and how popular the search engine believes your site is. The main disadvantage with search engines is that for popular search terms where there are many different results you may struggle to get into the top results.
These are the adverts that appear alongside the search results. With this type of advert you pay a fee each time the advert is clicked. The fee paid depends on how much you are prepared to pay and how much the other ads around you are prepared to pay.
Social media is a useful tool for keeping customers informed about that you are doing and any new product lines, offers etc.. Any social media post should also inlcued a link back to the website.
Direct marketing can be one of the most effective marketing tools. Since users have actively engaged with your business you know that they have an interest in what you have to offer. You can use these people to target offers and promotions.
Once people are on your website your next challenge is to convert the sale. Below are some of the factors to consider:
The internet makes it very easy for people to compare prices so be aware of your competitor’s price and don’t over price your offering.
Online shoppers are often looking for immediate availability. Let people know how long items will take to be delivered. If you have a physical store and items are in stock offer in-store collection as an option.
Offer your customers competitive delivery options with either standard or express delivery, Saturday delivery, In-Store collection or specified delivery date/time.
Always have special offers running that change on a regular basis. This helps to encourage people to come back to the website and see what new offers are available.
Promotion codes and discounts are a good way for generating online sales. When used with the traffic generation forms of advertising above they can generate a significate increase in sales.
Web exclusives are a great way of engaging with existing customers. Offer web exclusive pricing that is not available in store, exclusive online only product ranges or advanced previews of new product lines.
If you have new products that will be available from a given date allow online customers to pre-order these items.