Unless you’re the owner of Target, Amazon or Walmart, getting people to your website can be a challenge. It’s a common obstacle for small business owners across the country, but that doesn’t make it any less difficult.
Whether your business is in the consumer goods industry or selling industrial lighting solutions for football stadiums, the better your website marketing strategy is, the easier it will be to sell.
It sounds simple enough, but how do you actually get it done? To answer this, we’ve assembled 10 strategic approaches to marketing your website that can help you generate more revenue.
Website Marketing Strategies That Can Drive Sales for Your Business
Identifying a marketing strategy that can attract interested and motivated buyers to your website is something every business owner desires. Let’s explore the topics that have already yielded success for thousands of small businesses.
Understand What Already Works
If it ain’t broke, don’t fix it. There’s a lot to like about that cliche. In essence, it’s to remind you that it’s more than likely there are already strategies and tactics driving revenue and conversions on your site. In your quest to find ways to extend your reach, you’ll need to determine what it is about these things that make them successful and whether there’s a tactic that can be applied to other areas.
For example, if your business has experienced success with converting subscribers into customers via your email newsletter, you’d be wise to find other areas where you can have one-to-one interactions with potential customers (like Facebook Messenger and other direct communication tools).
Invest in Search Engine Marketing
To drive additional sales, you need to attract more people to your site. One of the best ways to do this is by leveraging search engine optimization (SEO). These tactics drive added traffic by leveraging specific keywords related to your product or services, therefore making your site more visible on a search engine results page, like Google.
Of course, while all of this added traffic sounds fantastic, the average small business owner doesn’t understand SEO in the slightest. To the uninitiated, SEO is an acronym that involves something with Google and how it works. With all that being said, it’s important to understand what SEO and SEM could represent to your business.
To avoid any wasted time, resources and effort, the best option for your team could be to hire an outside group of SEO and SEM professionals who know the ins and outs of each platform. They’ll be able to evaluate exactly what your business needs to reach its goals and can either provide a step-by-step plan of action for your team to execute or they can handle all the work themselves.
Revisit Your Web Design
Whether you’re conscious of it or not, from the moment you land on a website, you’re developing a cognitive bias one way or another. The same can be said about how visitors feel about your site, which could be the difference between attracting a new, loyal customer or losing out on their business—possibly forever.
Web design influences how much time visitors will spend on your page. Any pages that aren’t easy to navigate, legible or relevant will turn off visitors and work against your goals. A modern website requires you to focus on simplicity, mobile compatibility and user efficiency.
Leverage Content Marketing
Getting people to your website begins with awareness of what you do and why you do it. Once you’ve established market recognition, converting awareness into revenue is where content marketing comes into play. Content marketing is the process of creating and delivering information about a specific set of topics and subject matters relating to your business that holds value to your target audience and customer base.
Strategically developed content can drive profitable actions from these targets with the right distribution approach, which plays perfectly with many of the other strategies for marketing your website we’ve identified.
Build a Killer Email List
A well-constructed email list provides direct, one-to-one access to a prospect or customer, which is, perhaps, the best marketing tool any business could leverage. Not only can you target specific subsets of your audience and communicate with them directly, but you can also build a database that becomes an asset to your organization.
For example, you can take the data from your email database and use it to better understand your customer profile, including their location and motivations by uploading your list into advertising tools like Facebook Power Editor and Google Adwords. There are still plenty of insights to be gleaned from these platforms that can help you improve your website’s marketing efforts even if you don’t plan on using the advertising tools.
To keep building your email list, your business is required to provide high-quality, valuable content, consistently. Make sure your website devotes highly-trafficked real estate to email collection in order to keep adding to your list.
Find the Right Influencers
For businesses trying to find website strategies that lead to sales in 2019, exploring different partnerships with influencers could be one of the most effective tactics. The right influencers can help in amplifying the trust you’ve built with your audience, one of the most essential elements of any successful relationship. Whether you’re trying to launch a new product or demonstrate the value a service can bring to someone’s life, working with an individual who’s already earned the trust of the folks you’re hoping will buy from you can provide a significant boost of reach and legitimacy when marketing a website.
Use Retargeting Ads Appropriately
If you’ve ever been followed from Facebook to your favorite blog site by a pair of shoes you looked at on Amazon, you’re familiar with retargeting.
Retargeting employs snippets of code known as pixels and cookies to track when a user interacts with specific site elements. Through retargeting, businesses can stay top-of-mind with their target audience as they move across the web with advertising provided by the likes of Google and Facebook. Retargeting can be a great, low-cost strategy for businesses trying to close a sale that’s potentially on the goal line.
Focus on Conversion Optimization
Many of the strategies we’ve reviewed thus far cover how your business can increase website awareness. But what can be done to improve your chances of conversion once they’re well aware of you and your offerings?
Conversion optimization focuses on getting more out of the visitors you do have with the goal of turning every user who gets to a certain stage on your website into a paying customer. Bettering the conversion rate often involves analyzing how and where visitors land—and leave—on your site and which features and content types they interact with most.
Talk to Your Customers
It’s remarkable how many businesses don’t recognize the importance of speaking with their customers. Your most loyal customers and even your most vocal detractors can provide you with insights that you’d never get anywhere else. By having regular conversations with them, you’ll be demonstrating your desire to improve the business, as well as your willingness to seek out the opinions of those you’re serving, which in turn will pay long-term dividends.
Hypothesize & Experiment
There’s plenty of data and information around the topic of development strategies that will drive conversions on your website. However, one thing that can’t be lost here is that these strategies have been developed for other businesses, meaning they may or may not work perfectly for you.
You need to review your own data and understand the needs of your audience to create a website marketing strategy that will resonate with them and hopefully even drive them to become an advocate for your business.
Which Strategies Drive Sales for You?
Whether you use one, three or all ten strategies in tandem, the one that nets the greatest results for your business is the best website marketing strategy for you. Just as we shared with the last approach, it’s likely that you’ll need to try a variety of tactics to produce the conversion numbers you’re seeking. Keep moving forward and exploring different means of marketing your website.