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Website marketing: The definitive guide

What is website marketing?
Website marketing is the strategic promotion of a website to drive relevant traffic to the site. The goal is typically to attract people who may be interested in a company’s products or services. More traffic coming to a site means more opportunities to put your value proposition in front of potential customers.

The goal of most website marketing strategies is to rank highly in search engine results pages (SERPs) through the implementation of search engine optimization (SEO) tactics, content marketing, social media engagement, and other digital and offline efforts.

In the majority of industries, pages that rank in the first SERP position get more than 50% of the traffic for their target keywords. There’s a steep drop-off for pages ranking in the second and third positions, onzepagina and pages in positions 5-20 compete for less than 5% of traffic.

Properly managed, a website marketing strategy can help your business attract new customers and ultimately expand your business’s share of the market.

Your website is your best marketing tool
These days, your brand’s website is the primary channel in which users can learn about your brand and take actions that directly contribute to the growth of your business.

Inbound digital marketing strategies are shaped like a funnel. Your customers are on the internet, using search engines, browsing articles and using apps. It’s the job of your inbound strategy to pull people toward your website where they can read and view your content and ultimately make a purchase decision.

An optimized website provides a branded customer experience that answers questions and demonstrates the unique value of your offerings. Every aspect of your brand’s online presence radiates out from your website. Keep reading to learn more about how to maximize your website marketing strategy.

How to promote your website
To the uninitiated, website promotion can seem like a daunting task.

With an estimated 1.6 billion registered websites in 2019 and more than 4 billion active internet users, standing out feels like an impossible task.

The good news is that there’s nothing impossible about it.

When you understand what your audience is looking for and how search engines identify quality websites, the internet is your oyster.

1. SEO
Most people will find your website via a search engine, so it’s best to start with this channel. As the name implies, SEO is the set of methodologies used to make websites both accessible to search engines and appealing to readers.

SEO is the set of methodologies used to make websites both accessible to search engines and appealing to readers.

Modern ranking algorithms like those used by Google are designed to sniff out dozens of signals that make websites useful and trustworthy.

Moz has done a great job summarizing the critical needs of SEO:

If you need a comparison to traditional marketing strategies, then think of SEO like supercharged business listing in a phone book. Rather than paying for a large ad in the yellow pages, SEO tactics can help your business listing reach the top of the page where interested customers can easily spot your information. When customers have a need, one of the first things they do is turn to a search engine. SEO ensures that your business is front and center, enabling a steady flow of traffic to your website.

2. Backlinks
Never forget that the web is a network, and movement between network nodes (websites) is crucial not only to digital marketing, but to the modern global economy as a whole.

So if you think about website traffic as a form of currency, it makes sense that you would want to receive it from reputable sources. Just as you wouldn’t want to take money from a shady lender, you don’t want traffic from irrelevant or disreputable sources.

Backlinks – which drive traffic from another site to your own – are extremely important promotional tools. Credible backlinks signal to search engines that your content is trustworthy and relevant.

3. Influencers
Influencers are connectors; they are people who have established reputations as knowledgeable experts, trendsetters and entertaining personalities. They have large audiences of social followers who enjoy the influencer’s content and actively participate in online conversations.

Influencers can help you to spread brand awareness to people who may not be exposed to your digital marketing messages in other channels. Plus, getting to know your brand through a trusted third party can accelerate movement through your sales funnel.

Brands partner with influencers to appeal to new audience segments and extend the reach of their messages. In 2019, influencer marketing spend is predicted to more than double 2017 figures, with 69% going toward B2C campaigns.

 

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