As a business owner, unless you consider how you can market your products/services, no-one will know you exist. In today’s digital world, it would be foolish not to have a website, so the best place to start when thinking of how you can advertise your company is to contact a web design agency and begin working on your online presence. When building a website, there’s lots to think about if you want the best ROI. For instance, the website menu not only needs to be user-friendly and send people on a logical journey, but it also needs to be SEO-friendly so that search engines understand what you’re offering. The site needs to load quickly so that users don’t become impatient and leave. You need to have plenty of relevant content, containing appropriate keywords, in order for users to find you in the search results.
Once you have a decent website, you can start linking back to it across the online world, to help promote conversions. For example, you can share links to your social media channels and contribute to online forums. It’s also wise to start a blog where you can share company news and industry expertise, as this will help you connect with your target audience while also ensuring your website is regularly updated with relevant content. In fact, content marketing is arguably the most important because it’s a timeless tactic. It establishes you as a professional in your industry, while also providing potential customers with new ways to come across your website.
Here are some other things you could consider if you want to showcase the best of your business via your website:
- Include case studies to exhibit your work
- Share customer testimonials
- Run a contest/giveaway to create a buzz around your brand
- Include links to your social media pages so customers can engage with you on a personal level
- Offer something for free in exchange for an email address, like a downloadable eBook containing expert advice
- Include an about page to emphasise your authority
You might feel a bit overwhelmed when it comes to your website, especially if you’re not clued up on digital marketing strategies, so it might be worth doing your homework and perhaps looking for some online courses. If you want people to come across your website when typing a query into Google, you’ll need it to appear at the top of the search engine result’s page (SERP), and there are two main ways you can make this happen:
- Pay-Per-Click (PPC)
PPC is the quickest way to get your website to the top of the SERP. Your ad will appear, and you will pay a fee every time it is clicked. As long as this ad is suitably optimised, it should certainly lead to positive results, but as soon as you stop paying, your website will drop off the SERP again and your customers will dwindle.
- Search Engine Optimisation (SEO)
SEO is a slower process because it’s all about climbing your way through the rankings organically, using various tactics. Although it takes longer to see the results, it’s no less valuable than PPC, and usually a more affordable option. You may even want to work on an SEO and PPC campaign simultaneously, depending on your budgets and time constraints.
If you’re unsure where to start, it’s definitely a good idea to contact an SEO and/or PPC agency who do it for a living. However, if budgets are tight, it’s nothing you can’t learn if you put your mind to it!