As much as your business’ website is your digital window to the world, no one will come and look through it without proper online promotion. From the day it launches, you need to keep promoting your website. If you don’t:
- No one will know it exists among the billions of websites out there
- Search engines won’t find or serve it to people searching for your products or services
- You will lose out on sales to competitors who DO promote their sites
In short, as soon as you’ve finished creating your website, it’s time to market it. You should also bear in mind that online marketing is not a one-time job. In fact, you should keep promoting your website as long as it’s up and running.
And so, with that in mind, let’s take a look at how to successfully promote your business website online.
Create SEO content
You can use keywords and search engine optimization (SEO) to make your website promote itself. With the right content that makes your website index-able by search engines, you can help Google find and serve your website to people searching.
Learn how to find good keywords as well as how to create relevant content on your website. You should also keep in mind that Google wants to see your site is regularly updated with fresh content. A great way to do this is to create a blog page on your site and post relevant, SEO-friendly content on a regular basis. We discuss this in more detail below.
One good way of telling search engines that you are a legitimate authority (and a popular source of information or services) is by letting them know other people or websites vouch for you. This can be done using backlinks.
Backlinks are links found on other websites that lead back to your website. When search engines see these links they conclude that your website is “backed up”, or verified by, other people.
To get other websites to link back to your site, you can:
- Offer to exchange links with other bloggers and website owners
- Post articles or comments on sites that are relevant to your field of trade or industry
- Ask your visitors to create content or comments for you and include your link in them
What you don’t want to do is post your link on link farms, as this will have the opposite effect and might even get you blacklisted by search engines.
Use social media platforms
One of the guaranteed places you will find potential customers is on any one of the popular social media platforms.
With over 3 billion social media users on the planet, you have a vast demographic of a purchase force at your disposal. All you need to do is to find them, reach out to them, and convince them to visit your website.
With a little research and trial & error you’ll be able to find out what tone of voice to use, the best time to post, how often you should post, and what it is that interests your audience the most. Within a short time, you can get the gist of it and start promoting your brand effectively.
If you have a promotion budget set aside, you could also look into paid advertising using social media platforms. This is a cheaper way of advertising your brand than traditional marketing avenues, and if you wield it correctly, a very efficient online promotion tool.
Start a blog
A blog on your website will have many advantages. For one, it will slowly help you build up keywords with each new article on your site. Over time, the collection of keywords will give search engines a more detailed picture of what your website is all about.
Besides that, a blog will also help:
- Create a way for you to reach out and communicate to your visitors and consumers
- Inform your audience of any news relating to your business, products and services
- Let people know you are an authority on your subject by providing them with up-to-date, relevant information
If all goes well, your blog will end up being the main source of traffic to your website — and it will be a substantial one at that.
Consider email marketing
Your website should have a way to capture your visitors’ email addresses. That way, you can start building a mailing list for future marketing purposes. With free tools like MailChimp, capturing visitors’ email addresses has never been easier.
Once you have a healthy number of email addresses under your belt (at least 2,000 subscribers), you can start sending out regular marketing campaigns that will help you drive even more traffic to your website.
Repeat the process over and over…
There are multiple ways to promote your business website online. The main thing you need to consider is that this process is ongoing, and should ideally be repeated over and over as long as your digital doors remain open for business.