POWERFUL TECHNIQUES TO LAUNCH YOUR NEW WEBSITE
Powerful Techniques To Launch Your New Website
Your Website Is Live….Why Is the Phone Not Ringing Yet?
You are extremely energised! You have at long last setup your business website! However, the inconvenience is that your telephone is not ringing and there are no email enquiries. Why is this?
The most plausible answer is that your clients or potential clients don’t even know about it yet…… What would be a good idea for you to do next?
Have You Not Built Your Website Yet?
To Help Decide On The Best Option To Choose We Offer You A Free 30 Minute Consultation
Who Knows About Your New Website Premises?
Imagine your web site development resembles the process of building a house. If you do not tell your companions about it they simply will not know you’ve built a house. Regardless of the possibility that they do know you’ve been building it, if you do not advise where your new building is located then they’ll never discover you.
The same goes for your website. To get your site showcased and off the ground you either need to invest energy learning how to publicise it and doing this yourself or burning through your finances to get another person to do it for you.
Which Marketing Methods Should I Use To Promote My Website?
There are many approaches to promote your site, some of which you can do yourself or with the help of some key marketing experts to guide you. Marketing can be carried out either online (many businesses turn to LinkedIn, Facebook or Twitter for example) or offline (using traditional marketing such as flyers, door drops, telemarketing) or a mix of both.
The tactical approach you take will very much depend on your financial plan and the time you have available. Selecting on some of the options that are outlined in the following sections you can start to increase visitors to your website. If you have time, trial the widest number of strategies for promoting as you can and see what brings you best results. Promoting your website, more importantly your business online, is not a one off action but an on going methodical process.
It is essential to carry out actions to attract new website visitors or encourage returning visitors. Analyse results, dispose of techniques that are not working and execute new ones.
1 Email Marketing
Once your website is built and tested your initial step ought to be to send an email to your existing customers to advise of the launch of your website. In your message, you can even request that they forward your email onto their companions, family and associates.
In the event that you are starting up a new business and don’t have any clients yet, you could send an email marketing campaign to individuals you know who might be interested in your products or services.
The next step you may consider would be to purchase an email marketing list from a reputable vendor. Extreme caution must be taken here to search for a vendor who can provide up to date email data and data that must have the permissions of the individual to receive messages from you. Failure to do so can result not only in poor (or no) results and in extreme cases the cessation of your email account.
Select email records that contain individuals or organisations who have asked to receive information (emails) relating to a specific topic(s). There are numerous organisations who can provide this service, our advice is to talk to other business owners who have successfully purchase information of this kind to locate a suitable email data vendor.
Under no circumstances send bulk emails where you don’t have permission to do so. For example by collating email addresses from websites or other means online. This is spam email and will not benefit your organisation.
2 Driving New Enquiries From Other Websites
There are numerous organisations who will sell you leads or prospect customers to your business. There are numerous methods used by these customers to collate this data and the quality varies dramatically, as with email marketing data, ensure you shop around before committing budgets to this kind of investment.
One tried and tested method of driving new web enquiries is via banner advertising on other websites. For a fee, they will display your advert and when somebody clicks on it, they will be taken to your website.
There is a considerable level of skill required to ensure your adverts are displayed on the right websites to the right potential customers. The main method of achieving this is via Google’s Ad Network service which helps you target your products or services to be displayed on relevant websites (so if you are selling IT Software, your advert could be displayed on an IT related site, review page etc.)
In the event that you balance the investment into display advertising Vs. the return on investment (sales margin) then you will have a significant edge over your competitors.
3 Search Engines & Directories
A search engine such as Google or Bing is simply a set of searchable database of sites gathered by a computer program (algorithm). When you enter a search into Google, the web crawler searches for keywords in its database, and any relevant records are shown.
Initially on launch your web site wont be visible the search engines, it can take anywhere from 2 weeks to 4 months for Google to visit your website, analyse the content/build quality and then start to list it in search results.
You can accelerate this process by manually submitting your website to the search engines but our recommendation is to let this happen ‘naturally’ when Google et al. decide to index your site.
Search engines will display websites higher up in results that have significance to the searcher and the more credible that information, the more website traffic you will receive.
We have used the word ‘natural’ a few times, this goes for writing content and choosing ‘keywords’. Any content that looks unnatural to search engines (so for example constantly repeating a word of phrase in the hope of getting more customers) risks having the reverse to your desired effect i.e. your site NOT being displayed to searchers. In a sense ‘web spam’.
When writing content is recommended to ‘write for humans first’ and ‘gently apply some keywords’ but only where they flow. Websites must be useful to humans, not just for Google!
To discover what keywords your clients might be seeking look at Wordtracker or Google Keyword Suggestion Tool.
When you settle on the keyword, use them (carefully and not overused) in
(a) Your site’s area name
(b) The title of your page
(c) The heading of your landing page
(d) The primary section of your landing page
(e) Meta labels – Keywords, page title, portrayal
(f) Titles of your design
As mentioned previously, but to make sure we will repeat, it is essential to utilise keywords as much as could reasonably be expected in natural English. Use keywords in a relevant way and ensuring they don’t sound unbalanced. On the off chance that you spam your keywords you might be punished or even banned by some internet search engines (known as a penalty).
If this all sounds complicated, that’s ok, it is!
Experts in writing web content have often spent many years developing skills to achieve the balance outlined. So it may sound slightly overpowering, if so you can utilise the skills of a Search Engine Optimisation company like Sparks4Growth, who will make your site’s substance more web search engine friendly to make it rank higher.
4 Link Exchanges
Discover sites whose business align with yours and add their site to your connections/asset page. Then contact the organisation and request a reciprocal connection. For instance in the event that you are a wedding dress designer, you could contact organisations that offer wedding cakes, gems, flowers, venues and so on.
This process takes time and you won’t get agreement from all organisations to reciprocate in this way but if they do it can be an invaluable boost to your website visibility and visitors.
Results in web indexes (e.g. within Google) are dictated by the content you have created on your webpage and by other off-page elements, for example, what number of different destinations connect to your website (known as backlinks). The more, quality, connections you have pointing to your webpage from applicable sites, the higher your website will rank.
As a side note by ‘quality’ we mean sites that also have a high visibility in Google and align closely with your business. So for example a backlink from The Guardian Newspaper in an article about your business would be ‘High Quality’, a backlink from an unknown business unrelated to yours will be worthless. The technical link has to be created correctly to ensure that it can be ‘read’ by the search engines too!
In the event that you require help with this approach, you can utilise the skills of a Link Exchange Company. They can spare you hours of time and frustration, but it is not a ‘quick process’ so patience for results is required.
Marketing Advice To Help Your Business To Grow
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5 Pay Per Click (PPC)
Pay Per Click advertising is the point at which a promoter (you) pays for each qualified click through to your website from a person searching in Google/Bing. For a new business or new business website PPC provides a rapid means of driving new customers and traffic to you. Mid-long term it is recommended that SEO is also implemented as SEO grows the equity of your website and the investment yields results for a longer period of time (whereas once PPC campaigns are ceased there is no residual value to your business).
Setting up PPC requires you to consider keywords or expressions that identify with your business’ products or services. Then research how regularly these phrases are searched for by users online and in the area/s that you wish to sell your products or services. The best known pay per click service providers are Google AdWords and Overture.
For the most part you can pay from a few pence up to significant number of pounds for key terms. The method of setting up PPC relates to bidding for keywords and the more attractive and competitive the keywords, the higher the cost. You can set spending limits and caps to help you budget.
It is recommended that you spread your budget across a range of terms that may seem (on the face of it) to offer less traffic than highly competitive terms. Less competitive terms are cheaper ‘per click’ but will potentially offer better value for money (extremely competitive terms may be hard to drive any traffic to you and burn your budget quickly!).
Implemented correctly PPC is an incredibly powerful approach to quickly drive focused and qualified visitors to your business website.
6 Articles & Blog Writing
Composing articles is an amazing way for you to get free attention to your business. Pre internet these might have been called Advertorials (a mix of an advert and an article) or Editorials. These days these articles tend to be known as Blog posts or guest articles published on other businesses websites.
The net effect is similar i.e. incremental visibility of your business to a wide audience. The difference is that you can write articles or employ a guest writer at a fraction of the cost of say paying for an Advertorial in traditional press publications.
Getting a web article distributed is free, you simply publish the article. If the article is strong enough then it will naturally get shared (syndicated) and reach an even wider audience. The attention you get by having your article distributed in an online daily paper, magazine or specialist site can be worth a huge number of pounds compared to paying for advertising space.
Elegantly composed articles yield higher results over adverts and gain you credibility from clients, who will consider you to be a specialist in your field.