Overlapping Website WordPress – What You Need to Know
There is a saying that good marketing blends art and science. Now more than ever, marketers must marry the two due to the complexity of digital marketing.
Just when we thought we’ve seen (and heard) it all in terms of online marketing and its countless tactics, algorithms, and tricks, the field evolves to reveal new tricks and tactics for marketers to learn.
In this article, we will walk you through the essential steps to take before, during, and after your website’s launch.
Step one: Assess your website’s strengths and weaknesses
You’ve either been developing your website for awhile or you’ve just launched and you’re already feeling anxious about its performance in the marketplace. Every business is different and some websites take a little longer to get going than others, but if you’re wondering whether or not to even bother, you’ve come to the right place. We’re going to help you create a clear picture of what you’ve got and what you need in terms of an online marketing strategy.
Step two: Determining your website’s short and long term goals
You’ve got a business or personal website, either way, you’ve got a goal. Whether you’re looking to generate more leads, increase sales, or just want to make your content available to as many people as possible, there’s a purpose behind your website. This stage of the process determines the strategy you’ll use to grow and expand your business.
Step three: Identify the key performance indicators (KPIs) you’ll use to track your website’s progress
In the same vein as determining your website’s short and long term goals, this step is all about making key performance indicators clear and focused so you can easily identify how you’re doing and if you’re on track to meet your goals.
Step four: Create key compelling messages for your target audience
In the same way that you’ve probably been bombarded with endless numbers, pitches, and advertising in your lifetime, your target audience has been subjected to the same information overload. Now is the time to educate your audience about your business, brand, products, and services and to convince them to take action.
With so much competition and so many ways to get their attention, you need to make sure your marketing material stands out. Maybe you’ve got a fantastic product that solves a big problem or gives your customer a sense of awe or perhaps you’re just trying to spread the word about how fantastic your service is. Regardless of your reason for creating compelling content, this is a key step in your SEO (Search Engine Optimization) strategy.
Step five: Create compelling content that will keep your audience engaged
Speaking of keeping your audience engaged, you don’t want to simply throw up a few sales pages with some compelling content and call it a day. While it’s certainly satisfying to see leads generated from content you’ve published, in the grand scheme of things, that’s all it is. You want to keep your audience engaged for the long haul and prove to them that your website is worth visiting and worth their while. To do this, you need to continually update the content on your website to stay fresh.
Step six: Use social media to build your brand
With so much competition, it’s essential to establish yourself as an authority in your industry by becoming a thought leader. The best way to do this is by engaging with your audience on social media. Regularly post engaging, relevant, and informative content that will encourage your audience to love your business, refer others to your website, and comment on your blog posts. Keeping up with all this can be a lot of work, but it’s worth it.
Step seven: Measure the success of your website
You’ve spent a good amount of time creating a well-designed, compelling website that you believe will be a success. How do you know if your assumptions are correct? Measure the success of your website by looking at the numbers. There are a variety of metrics you can use to track the success of your website, including but not limited to:
- The number of visitors to your website.
- The number of leads generated from your website.
- The amount of money you’ve spent on paid advertisements across various platforms.
- The number of times your website was called out on social media platforms.
- The number of reviews your product or service has on different review websites (e.g., Yelp, Google, etc.)
- The amount of time spent on your website (e.g., pages per visit)
- Your bounce rate (i.e., the percentage of visits to your website that resulted in a one-click exit—typically to a search engine results page (SERP) or an advert)
- How often your website is shared on social media (e.g., Facebook, Twitter, etc.)
- The amount of social media traffic generated from your website.
- Your website’s rankings on search engines (e.g., Google, Bing, etc.)
- Your website’s engagement (e.g., comments, likes, shares)
The list of metrics you can use to measure the success of your website is endless, but you need to keep in mind that not all metrics are created equal. Some metrics, such as the number of leads generated, can be manipulated by an outsider. Therefore, make sure you’re using a variety of metrics that can be verified or at least not easily manipulated by an outsider (e.g., Google Analytics).
Wrapping it up
Depending on the size of your business and marketing budget, you may or may not be able to fully execute all the steps outlined above (at least not at first). That said, the above steps should get you started and if you can’t implement them all at once, that’s okay. Take them one at a time and you’ll be able to quickly build and expand your business on the back of an engaging and growing audience.