10 Essential Steps for a Successful Website Marketing Strategy

Your website, is at the core of your digital marketing strategy. This is the hub where your clients, customers, and prospects end up when searching for products or services that you offer. Did you know that it only takes about 0.05 seconds for a user to form an opinion about your website? This opinion can make or break their decision to stay or leave. Therefore, the importance of a solid, effective, and targeted website marketing strategy is paramount. It’s crucial for turning site visitors into dedicated supporters and champions of your brand.

The internet is awash with articles about website marketing strategy. Sadly, many are outdated or give conflicting advice. To clear the fog, our team at Digipertion, who are specialists in website marketing, have decided to create this straightforward, step-by-step guide to help you elevate your business online. Let’s get started.

Step 1 – Know Your Brand

Your brand is the word on the street about your business. It’s the ongoing conversation in people’s minds, whether you’re aware of it or not. By gaining control over this narrative, you can powerfully and positively define your organisation’s mission. As a business owner, you need to ask yourself:

What is the mission of my business? Consider the founders’ vision and the specific market gap your business fills. For instance, you’re not merely a food supplier – you’re a ready-meal company dedicated to serving the growing vegan community. This subtle shift in perspective can surface your core messages, values, and opportunities.

What do we hope to achieve? People buy into a story, a vision, not just a product or service. Understand the desired emotional response when customers use your product or service, how you improve their lives, and why they should choose you over the competition. Your vegan ready-meal company, for instance, helps people live healthier, eco-friendlier lives while supporting local producers.

Step 2 – Identify Your High-Value Customer Segments

Once you have a clear understanding of your brand, it’s time to answer, “Who are my customers?” Your website should resonate with your ideal buyer’s preferences, values, and lifestyle. Creating buyer personas can help you understand what your high-value customers would want from your website.

Step 3 – Assess Your Current Website

If you have a pre-existing website, scrutinise it using user experience testing and Google Analytics. Your website likely needs an overhaul if the content is incorrect, load times are slow, or if it’s not mobile-friendly. Each of these issues can hamper your conversion rates and diminish trust in your brand.

Step 4 – Update Your SEO Strategy

Google frequently updates its algorithm to improve user experience. Therefore, your SEO strategy should align with Google’s best practices. This doesn’t mean you need to revamp your website annually, but it does mean regularly reviewing and updating your SEO strategy. Good SEO ensures your website is easily discoverable by your customers and aligns your content with their search intent.

Step 5 – Create High-Quality Content

Content is king in the digital world. It engages your users, entices them to explore your offerings, and convinces them that your business is the right fit. Good content marketing isn’t about hard selling; it’s about enabling and inspiring your consumer. It could take the form of regular blog posts, video content, or website content.

Step 6 – Engage on Social Media

Social media engagement is about presenting your brand authentically on the right platforms. It’s not about joining as many platforms as possible or posting frequently; it’s about consistently speaking to your customers on the platforms they already frequent.

Step 7 – Create a Paid Advertising Strategy

Digital marketing is a coin with two sides – organic search engine enhancement, and paid advertising, otherwise known as Pay-Per-Click (PPC). We’ve previously concentrated on augmenting organic traffic through blogs, social media, and video content, so it’s time to address the flip side of the coin – paid advertising.

This area is akin to traditional forms of advertising, consisting of concise textual or visual ads to spotlight a product or service. Some prevalent online advertising avenues include:

Google Ads – These are promotional segments that materialize at the forefront of search engine outcomes when certain affiliated keywords are input into a Google search. You have the liberty to select the keywords, define your demographic (based on location, age group, etc.), and opt for the type of ad you want, whether that be search, display, video, shopping, or app-based. Each choice has its own merits and drawbacks, with your campaign objectives acting as a guide to the most fitting ad variant. Moreover, Google Ads facilitate efficient retargeting, leading to a hefty 70% uptick in conversions.

In 2020, Google held the crown for the world’s premier search advertising platform, constituting a whopping 96% of the corporation’s revenue. These ads boast a notable click-through rate of 7.11%, producing a 200% ROI on campaigns.

Social Media Ads – Numerous social networks now provide paid advertising opportunities, such as Facebook, Instagram, LinkedIn, Pinterest, and Twitter. The ad formats exhibit minor variations across each platform. Hence, it’s pivotal to pick a platform or two that align with your target audience’s tendencies. You can tailor your ads based on demographic details, customer subsets, and other granular data. Additionally, retargeting can be used to circulate your ads on other websites that your potential customers frequent.

In 2020, Facebook’s advertising reach spanned a staggering 2.14 billion individuals, amassing almost $84.2 billion in revenue. Meanwhile, Instagram generated $20 billion in revenue, with a reach of approximately 928.5 million people. Interestingly, 50% of users reportedly visited a website to complete a purchase after spotting the business on the platform.

Step 8 – Register in Online Business Directories

Now’s the time to register your enterprise in online directories. This move enhances your brand’s exposure by ensuring your website and pivotal information are easily accessible. For businesses serving local communities, these directories are absolutely essential, heightening your visibility in “near me” searches and reducing your competition from countless similar providers at the national or global level.

Step 9 – Create Personalized Email Campaigns

One of the most potent tools in your online marketing arsenal? Email. Recent data shows that in 2020, for every pound spent on email marketing in the UK, businesses saw a return of a staggering £35.41. Therefore, it’s critical to amass a database of subscribers and roll out campaigns that will genuinely engage them. A common approach to gaining new email addresses is by offering something free – a downloadable resource, exclusive early access to sales, or a small discount on their first purchase, for example.

Personalization is currently the name of the game in email marketing. Segmenting your email lists and sending tailored information to subscribers based on factors such as location, purchasing history, or their place in the sales funnel can significantly enhance engagement. If a particular blog post or social media update is gaining traction, capitalizing on that by creating related content for your email campaign is another effective strategy.

Step 10 – Collaborate with the Right Team

Website marketing isn’t a walk in the park; it requires an in-depth understanding of shifting consumer trends, technological advances, and current affairs. It’s more than a part-time job or side project – it demands full-time commitment, expertise, and an unyielding focus on the modern consumer. The secret sauce to a triumphant website marketing strategy? Having the right team by your side who truly understand your business, can outshine your competitors, and will shine a digital spotlight on your brand.

Here at Digipertion, we have a long-standing record of helping businesses all over the World devise robust marketing strategies that produce tangible results. Let us demonstrate how we can make digital marketing the powerhouse behind your organization’s success. Get in touch with us today.