We’re back with the second in a multi-part series of blog posts on the best ways to market your company website for free.
Last time, we discussed arguably some of the most important parts of marketing your website, which is search engine optimisation (typically known as SEO) as well as content marketing such as blog posts.
Both of these techniques help websites rank highly in the search engine rankings of search engines like Google and Bing – with SEO specifically working towards getting to the top of the page, and content marketing helping to get the keywords that search engines need to recognise you.
To catch you up, the long and short of the last post was about ensuring your content and services that your website exists for become visible to your target audience. Even though your product or service may be the best in the biz, your intended audience won’t necessarily find it without good SEO practices.
Including the relevant keywords is the first step in ensuring this happens, and if you don’t know what your keywords are then you can use specific tools and software to figure it out for yourself.
Once you have done this, you want to implement them via excellent content such as blog posts and other text based resources as opposed to randomly stuffing your site with keywords.
Your content should focus on what you know the most, your expert field, the thing you can discuss the most.
Those were just the cliff notes of SEO and content marketing, so if you want to read our last post that discusses SEO and content marketing in more detail, head over to this link here.
Once you’ve read that, come back to this post and read more on two extra free and effective ways to market your website.
Email Marketing
In 2015, every $1 spent on email marketing returned an average of $38.
In 2016, email marketing was the dominant marketing channel, with 174% more conversions generated compared to social media.
126.7 trillion emails are expected to be sent by 2022.
Head over to your emails now and it’s a near guarantee that you’ve received some form of email marketing content in the past year or so. Companies are so linked with our personal details now that many of them have access to our email addresses which they then use to send over promotional material that drives sales further and further.
If not promotional material, you’re likely to receive newsletters from companies that want customers to subscribe and drive traffic back to their site.
The trick is ensuring that your email marketing is up to snuff and engaging. If you’re to start with email marketing, you’re going to want to use prominent calls to action that will make readers want to continue their journey from audience to customer. Also consider contests, insider information to increase likelihood of engagement and interest and decrease the chance of unsubscribing.
Thinking you might not have the time or money to dedicate yourself to your website any more than you already have? Get in touch with Framework Marketing and speak to us about our SEO, email marketing, and website services.
The important thing to know about email marketing is that people need to generally be engaged with a product or service a few times before they put money down for it. It’s also a balance of moderating your email blasts to ensure that customers aren’t put off by relentless email marketing pursuits on your part.
Another benefit of email marketing comes from building a relationship with your audience as they spend more time with your brand every time they open their emails. Furthermore, you can even segment your emails and target audience members by demographic so you’re only targeting the most relevant people.
One more thing to remember is that, being in the age of smart phones you have the best opportunity to reach your audience who, for the most part (67%) use their phones to check their emails, and with mobile use overtaking desktop use this trend is only set to soar in the coming years. If you’re going to take anything away from this fact, it’s that your email marketing needs to be as suitable for mobile screens as for desktop screens, otherwise you risk losing out on potentially thousands of leads.
Website Optimisation
So you’ve fine-tuned your SEO potential, written up the best content you possibly can write, and sent over some amazing emails to your audience. So, now what do you do? Wait for the leads to come in? Start the process of ‘making money whilst you sleep’? Well, nearly. Websites are a beautiful thing but they can also be technical nightmares when not looked after properly.
Optimsing your website is similar to optimising for search engines, but where SEO focuses on tuning your content to fit search engines, website optimisation has to do with ensuring your website is technically strong enough that it will work when users actually click on it.
Surprisingly, Google’s algorithm actually works to identify which websites are well-optimised and are therefore user friendly, so there is no getting away with it if you think you can. Again, it isn’t a case of whether to do it, but when.
The main aspect of website optimisation is to do with on-page optimisation wherein those that land on your website have the best experience possible and are therefore more inclined to go ahead with a purchase.
On top of the SEO and content, you want to make sure you have aspects like analytics, front and back-end design, and more at their best.
You may also be interested in Digital Marketing and Social Media
Furthermore, you want to make sure, much like your email marketing, that your website is optimised for mobile use. In fact, Google prioritises sites that are indeed optimised for mobile use primarily. Struggling to figure out how to do this? Some starter tips for mobile optimisation include scaling your images for responsive design; using short meta titles; embrace minimalism – the smaller surface area of mobile phones translate to a design that favours fewer words and smaller designs.
There’s two more of the many things you can do to boost your company website’s traffic potential. Keep it right here on Framework Marketing to learn more in the coming weeks on how to make your company website the best it can possibly be and drive traffic (and sales) to the moon and back!
Are you struggling to plan your content out? Don’t know how to spend your time planning and organising your content? Finding it hard to convert your audience to paying customers? Framework Marketing have a bespoke content planner FREE for your perusal that will help you organise and hone in on the most effective content for your company and show you some creative ways to boost your brand.
Want to read more? Check out the latest Framework blog post here! Turn your company website into a money maker with these two techniques
