Build It and.. Will They Come? Marketing Tips

Through the years I have worked with many customers who seemed to think that simply having a website was enough to draw millions of new customers. Though I would caution them to lower their expectations for any new website, they were absolutely convinced it would happen. Usually, this thought was pushed by marketing people who wanted to sell a marketing package that had unreal expectations (read as scam), friends or family who "heard" about some guy who made millions by creating a single page on the web, or some other urban legend. The truth is you have to market your site or no one will ever know it exists. 

Sure, within days all of the search engines will index your new site and begin the process of ranking it. However, with no age,  no marketing, no one referencing it, no traffic, and no effort on your part, the site will sit idle and be ignored by the search engines as being irrelevant. In order to get your site in a high ranking position you need to have fresh content and marketing efforts. Traffic is always measured by the search engines, so conceivably when you have more traffic you'll get bumped up to a higher position in the search results. Before that happens, you need to put yourself out there so you can be found.

There are several ways to market your new website:

  1. Article Marketing - Using various article services on the Internet, you can purchase a series of articles about your product or keywords related to it. These articles can then be used in various places such as Ezines that are very popular sources of information and allow links back to your main website. This process can increase your standing with the search engines because you are obtaining highly valuable links as well as traffic from the Ezines.
  2. Social Media Marketing - Using online social venues such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, and many others, you can increase your "footprint" as well as traffic. Some traffic is generated by simply having a presence, however most will allow you to increase views of your posts by paying for ads. Since the ads are often based on the number of views, you will be guaranteed a certain number. There has been controversy over the impact these ads have. Some people find them annoying and some larger companies have abandoned this type of marketing. There are still billions of dollars spent on this type of advertising. If it wasn't working, no one would be spending money to market here.
  3. Guest Blogging - As a business owner, you have something to say. With some simple searches, you will be able to find blogs throughout the Internet that are related to your particular product or service. Bloggers are often overwhelmed with having to come up with new article topics and content. Offer to write periodically as a guest blogger if you can insert a tag line that is essentially a one line advertisement linking to your site. If your product/service is related, they'll be glad to have you offer professional advice or debunk incorrect information or offer a fresh perspective.
  4. E-Newsletters - There are many popular electronic or email newsletters that you can place ads in. Often these newsletters go out to hundreds of thousands of people with their permission. Sponsoring one that has the right audience can be instant traffic. You can also start your own e-newsletter and build your own audience.
  5. Press Releases - These work both online and offline. You can send the same press releases to online news venues as well as local papers. These are often published for free and give you a decent audience. Anytime you release or revamp a product or have other news you should issue a press release to get your name out.
  6. Offline Marketing - This includes print, radio, and television advertising. These are still good venues to advertise, but they make it harder to reach the right audience. Unless you can do a serious amount of research on the group dynamics of your particular product, you may be wasting time and money here. If you are able to reach large audiences, multiple times in a short period of time, you will have better results.

If you want traffic to come to your website, you have to work to build it. Regardless of your marketing budget you should consider the online methods first. Many of them can be performed by you until you are ready to hire a company to build the network for you. Starting out, many new website owners will spend a hour or two a night writing blog posts or social media updates. Most of the social media platforms allow you to schedule the posts, so you can spread them out of several days. The maximum impact would be between 6 and 12 posts throughout a day. Too few and you won't be noticed. Too many and you'll become an annoyance.

Take the time to think about the audience you want to reach. Make your posts fun, funny and engaging. Never ever lie. The feedback from your audience will be extraordinarily valuable as your company and website grows.

 

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Build It and.. Will They Come? Marketing Tips

Through the years I have worked with many customers who seemed to think that simply having a website was enough to draw millions of new customers. Though I would caution them to lower their expectations for any new website, they were absolutely convinced it would happen. Usually, this thought was pushed by marketing people who wanted to sell a marketing package that had unreal expectations (read as scam), friends or family who "heard" about some guy who made millions by creating a single page on the web, or some other urban legend. The truth is you have to market your site or no one will ever know it exists. 

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