Website marketing is an umbrella term that encompasses several different techniques and strategies aimed at delivering your business results. At the core of these strategies is your website but, in today’s hyper-connected environment, a website marketing strategy must consider more.
It isn’t just a matter of crafting a solid SEO strategy or engaging followers on social media. It’s about creating a cohesive marketing plan that encompasses all the different ways you can use the web to increase your business. It starts with your ideal customer and a solid understanding of how your business helps her address one or more challenges. You need to design their experience once they engage with your website. Finally, you need to consider all the places your customer might find you online. Below, we’ll take a look at three truths about website marketing.
Truth #1: Know your ideal audience
The path to the right target audience for your website marketing is not easy, but if the audience is well segmented, every business will achieve a good result. In this way, small businesses will also achieve more visitors, more conversions, and ultimately generate more profit. Marketing is not an easy job. Getting to know and discovering your target audience is the first step that must and needs to be achieved especially if you are just at the beginning of your business endeavor.
The big mistake that some companies make is not defining the target audience when starting a business. Certain content is created, website marketing is started and released to a large number of users. However, now everyone who comes to the site and “builds” traffic on the website is interested to buy your service or products. Once you meet your target audience, it’s easier to find and do keyword research and find opportunities that not only drive traffic but more importantly, generate revenue.
Five questions you should ask yourself to reach your target audience are:
1. What are their biggest difficulties, problems, or desires?
2. Where do they seek the necessary information for their problems?
3. What benefits does your product or service offer that solves their problems?
4. How they find information about alternative solutions?
5. What influences their decision?
These questions will lead you to the final question: Who are your customers?
Truth #2: Write for your customers but think of the marketing funnel as well
Now that you already know your audience, let’s move on to the fun stuff: Creating content appropriate for them. Anyone can create and publish the text. There is no shortage of content on a topic you want to search. The question is how can you make content personalized and appealing to your consumer. Generic content can produce more traffic, but can also result in fewer sales.
There is also one thing that many forgot even when they are including keywords and are familiar with their audience: creating content within a website marketing funnel. The marketing funnel presents the main stages in every potential buyer journey. There are three stages: awareness, consideration, and decision-making stage which end in purchasing the product.
The top of the funnel (awareness stage) includes content created for visitors and leads to people who might accidentally access your site, blog, or social networks. When we think of the top of the funnel, the idea is to create materials with general themes, with clear and easy-to-understand language to create awareness of your brand. These could be educational content, including an explanation of characteristics about your product or service, or something that is in some way related to your overall business.
The middle of the funnel (consideration stage) is when interest occurs, and the first conversions start. In other words, at this stage, the person who has the problem and intends to solve the problem is considering buying your product or service. You are in the middle of the flow and approaching the target audience and generating more specifics. You stimulate interest and interest in a product or service.
The bottom of the funnel (decision-making stage) focuses more on your product or service. This is where the purchase decision comes in. Here you can enter details about features, benefits, and other direct information about your product or service. It is more likely that the last part of the plan, ie the user’s action, will start here because that audience has practically already decided to buy, and you will only give them the final push.
Truth #3: Keep tabs on your audience to spot what works best for you
There’s a high chance most of your potential customers use search queries to find your business. However, this is not the only way they can find out about you. Facebook is still the most widely used platform but younger generations, especially Gen Z, gravitates more to TikTok, Snapchat, and Instagram. Baby boomers spend most of their time on YouTube and rely on it when making purchase decisions. Yelp continues to be a popular marketing option for businesses who want to target a broad demographic in terms of age.
Thanks to smartphones and tablets, the average adult spends more than 20 hours a week on digital media [Source: HubSpot]. This allows you to get closer to your potential customers by using any channel at your disposal. The advantages of using different marketing channels lie in building brand awareness on different platforms, with different communities, and getting valuable feedback from your customers daily. Moreover, social networks are not used (only) to sell products or services, but primarily to attract traffic to your website with interesting posts. Listening to your audience on different channels will in the end appoint the one that gives you the best results.
Finally, the opportunities provided by website marketing are enormous. Some of them are:
- the ability to target the desired group of people
- the international reach of the campaign
- advertising 24 hours a day, 7 days a week
- a large number of users who see your company or products
- measuring campaign results
- the ability to change and terminate the campaign at any time
- fast visibility of results
- easily measurable return on investment
At B. McGuire Designs we know that we only win if our clients win as well. That is why we take time to get to know you before we create amazing web solutions for your business. Reach out when you are ready to engage!