Now that you have your shiny, new website up and running, you are ready to fling open the doors to your business and welcome in many new customers. But how are they going to know about your website?
Many small business owners create a website, and then hope for the best. But if it is not set up correctly and effectively promoted, all it may amount to is a pretty looking business card with no-one visiting it.
You now need to promote it, so that you can tell the world all about you, your business and products and services, and why they should do business with you. But how do you do that?
Ways to Drive Traffic to Your Small Business Website
There are many ways to promote your new website, with many of them costing next to nothing. The important thing to keep in mind is that, in order to see results from your website, it requires relevant targeted traffic, or visitors to your website.
Add to traditional advertising
For example, if you are currently using traditional means to advertise items in your bricks-and-mortar business, be sure to include your website address in all future advertising campaigns. Put it on your business cards, menus, flyers and any other item you hand out to customers or distribute to promote your business. Have your website address advertised in the phone book, in any form of print media you are currently using as well. This can be in trade publications, local newspapers/magazines and brochures.
Other traditional forms of advertising that offer excellent ways to promote your website include radio and television advertising, outdoor billboards and signs and on your company vehicle.
To reach an audience that is more in tune with the internet you may want to consider Google AdWords, Facebook Ads and other pay-per-click (PPC) type campaigns. You place an ad and then are usually charged every time someone clicks on your ad. Because of the reach of online advertising, this can be very costly if not done correctly.
Rather than sending your message out to everyone (even those who have absolutely no interest in your products or services), with many PPC platforms, you can zero in on your target market, by specifying such things as interests and hobbies, age, gender, location, etc, and only show ads to these people, which can have a dramatic effect on your ad’s effectiveness.
Search Engine Optimisation
There are also search engine optimisation (SEO) techniques that can help to improve your rankings in the search engines to funnel traffic to your website. Website SEO is a large and specialised topic, which involve various on-page (on your website) and off-page (on other pages and sites on the internet) techniques.
One of the most important aspects of SEO is the use of appropriate keywords on your website. Keywords are entered into the search engine as a search term, and the search engines use this to provide a list of the most appropriate and relevant websites on the internet for that search term.
Making sure that you use the best keywords for your industry and location is very important. You use these keywords in the content of your site, as well as in the meta title, description, tags, images, URL, etc to help search engines understand what your website is about and assist with making better matches to queries. The better the matches, the higher your website potentially ranks which can be a competitive edge over any of your existing competition.
As mentioned above, keyword research is only 1 part of SEO. There are many different techniques used in SEO’ing a website. For more information, click here.
Then there are various social media platforms you will probably want to explore. Not all of them may fit with your core demographic, but it would not be a bad idea to have a Facebook Page, a Twitter account, an Instagram account or a Pinterest page, or a combination of these.
These social media sites allow you to share various photos and pieces of content to create a following for your business. The more interesting, funny or informative postings you make, the more your followers learn about you and it eventually builds a level of trust. This can be a huge benefit to your business when followers are keen to see what will be posted next from you or your business.
So how will you promote your website?
As you can imagine, these extra promotional tools & techniques can take time to set up and maintain. Many small businesses utilise the skills and knowledge of website experts to set up, run and maintain the promotion of their websites, so that they can do what they are best at and concentrate on running their business.
In order to run your business and reach new customers effectively, you will need to incorporate the digital marketing techniques mentioned above so you can get the most out of your new small business website.