If you have ever found yourself eyeing your competitor’s busy website with envy or wondering how you can bring in new customers without adding anything else to your already packed schedule, what you are really asking yourself is: “Does my website need professional marketing?”
The answer, by the way, is YES.
This can be a daunting realization, especially when you might be an expert in your field, but you have to be honest and admit you aren’t even totally sure what “website marketing” means.
In this post, find out the answer to that question. Also discover why your website needs professional marketing and how it can help you generate new business without adding yet another hat on top of the existing stack precariously balanced on your head.
What Is Website Marketing?
Website marketing is one of many terms used nearly interchangeably to describe the process of seeking new customers in the online marketplace. This is because there are many types of marketing you can do on the internet to reach new customers.
Let’s take an example most small-business owners know well – local marketing.
When you launched your company, you probably already had an idea of where you could go and what you could do to tell potential customers about your company’s products or services.
You printed up business cards, flyers or postcards with coupons. You handed them out to friends, left stacks of them at the library and coffeeshop, took them to business networking meetings and neighborhood association meetings. Slowly but surely, word got out and customers started calling and visiting to hire you.
It is not that different to market your products and services online. But instead of walking or driving around in person to hand out your information, you are finding out where your customers hang out online and distributing your business information there.
Common places where business owners find new customers online include social media platforms, blog feeds, podcasts and vodcasts, email list groups, chat rooms, organic/paid browser searches and more. But you can’t visit these places in person – only your website can do that.
So website marketing is effectively using the information on your website to intersect with customers in the places online where they are most likely to go so you can bring them to your website to hire you!
When Do You Need Professional Website Marketing?
One of the keys to longevity in the small-business marketplace is knowing when to outsource certain critical functions. Unless your primary business is website marketing, at some point in time, you will likely want to outsource your website marketing function.
Of course, you may be thinking, “Well, I built my business from scratch and generated my customer base on my own, hoofing it and working hard. How hard could website marketing really be?”
Pretty darned hard, especially if you are starting from scratch to learn how it works. Sure, you are smart and you could learn how to do it. But is that really the best use of your time?
Here, the right question is to ask yourself is always, “What is an hour of my time worth?”
Think about all the hats you already wear and how much you would pay someone else to do any of the things you excel at. Would you rather outsource those functions or something you don’t (for the moment at least) know how to do yourself?
If you want and need to generate new business but don't have time to learn a new skill, the smart move is to hire experts who can help.
How Does Professional Website Marketing Work?
Every aspect of professional website marketing revolves around two key concepts: consistency and keywords.
By “consistency,” we mean your online (website) marketing presence needs to look the same from one social platform to the next and sound the same from one blog post or article to the next. This is how you build trust with prospective customers and turn them into new, loyal repeat customers.
The reason is that your online customers can’t see you. They can’t shake your hand, read your nonverbal body language cues, look into your eyes, get a gut sense of who you are and how you operate.
What they can do is notice that your brand identity (color, logo, URL, slogan/motto, voice) matches up everywhere they see you online.
This doesn’t mean your message has to be exactly the same on every platform – in fact, here, customization is critical to success. But it does mean that no matter where your online prospective customer encounters you, everything about the experience makes it clear to them that it is you.
When we say “keywords,” what we really mean is SEO (search engine optimization). SEO is the primary reason you really don’t want to tackle website marketing as a newbie with a busy business to run.
SEO is complicated! You have to pick the right keywords in the right combinations optimized for where your customers are most likely to encounter them online. You have to read reams of analytics (data streams) and adjust your keyword marketing strategy according to emerging trends.
If that doesn’t sound like fun, you definitely want to hire someone who already knows the ropes to do it for you.
Why You Need Professional Website Marketing Now
When you spend your website marketing dollars wisely, they will start making you money in short order.
The best way to achieve this goal is to bring in an experienced website marketing team who does what they do just as well as you do what you do!
Get in Touch
Are you ready to take your website marketing game to the next level?
Contact us online or give us a call at 613-969-0626.
Did you know there are nearly 2 billion websites online right now? That is a lot of websites.
Each website represents the hopes and dreams of its creator. Each website is hoping to attract more sets of eyes to like, follow, email, call, share, and interact.
How will your new website fare in this ever-expanding online ocean? Will it sink like the Titanic… or race to the finish like an Olympic champion?
As you are planning your website launch or re-launch, it won't take you long to notice how many "how much does it cost to create a website" blog posts and articles exist online today.
But how many of those resources tell you how much it will cost to create a successful website?
This one will. The information you are about to read comes straight from our CEO. It represents how we guide our clients from invisible to successful status in an online setting.
What Is Your Website, Really?
Imagine you want to start a new local business. You find a building. You throw up a sign. You step back to admire your handiwork. Then you smile with satisfaction and walk away, ready to start raking in the bucks.
What is wrong with this picture?
For starters, you didn't unlock the front door, hire employees, stock the shelves or do any marketing. You are basically cruising toward failure.
Now imagine instead of a local brick-and-mortar company, you decide to start a new online business.
You find a domain name and register it. You hire a hosting provider. You throw up your company name and logo on the home page. Then you smile with satisfaction and walk away, ready to start raking in the bucks.
The question to ask yourself is: What IS your website, really? Why even make a website? Just because your competitor has one? Because some marketing 101 course told you that you should have one?
Your website is you online, plain and simple. It is your company, your customer service, your products and/or services, your entire explanation of why potential customers should choose you instead of your competition. It could not be more important to the success of your company now and over the long term.
And here is the ultimate irony: it doesn't actually cost much, if anything more, to create a successful website than it does to create a useless website.
In other words, it is not necessarily the amount of money you have to spend on a website that matters. It is how you spend it that makes all the difference.
4 Key Costs to Build a Successful Website
These are the four basic costs involved in building any website, regardless of its future potential to help you succeed.
1. Choose and register your website's domain
This is the least expensive but often most challenging part of starting your website. You have to pick the name of your company online. It needs to be reasonably short, easy to spell, easy to remember and keyword-friendly.
That is why this step isn't for amateurs! The good news is, it isn't expensive (on average $15 to $35 per year).
2. Pick your hosting provider
Your website host is responsible for making sure your website is always live, visible, fast, working properly, and safe from hackers.
This is a tall order! Not all hosting providers can pull it off, and price isn't always an indication of who can or can't do what is needed.
Hosting packages are usually billed monthly or annually. Costs can range from $10 to $50 or more per month.
Basic hosting packages simply give your website an online home. More feature-rich packages will include options like company email, extra cloud storage, content management controls and editing ability.
3. Hire your web design team
In the vast majority of cases, most new company owners stop after step two. Why? Obviously, they think they are finished.
Many will spend the rest of their business life wondering why the heck everyone was so insistent they put up a website since their own never seems to do anything!
This is exactly why, just as you wouldn't do your own tooth extraction, you don't necessarily want to craft your own website content.
You want someone who knows how to speak "web" to do it for you. Your content needs to be rich in appropriate keywords to boost your search engine rankings (called SEO). It needs to be responsive (display perfectly on any size screen and in any browser).
Most of all, all of your website content needs to flow in such a way that new visitors are automatically guided toward contacting you to order products or services. A simple website may cost $200 to $300. A more complex site may cost $1,000 or more to design.
4. Craft your online marketing campaign
Not surprisingly, a successful online marketing campaign always flows out of a successful website.
And in truth, steps three and four must be treated as one single step, because the content your web design team creates is what will drive your online marketing for the foreseeable future.
A catchy and memorable domain name, consistent branding throughout, creative and keyword-rich content—all of these will contribute to your marketing success.
Most importantly, this type of website will deliver real-time reports so you know exactly how new prospects find you online, how they interact once on your site, what the major interest drivers are among your products/services, and so much more.
Happily, online advertising and marketing inventions like PPC (pay-per-click) are easily tailored to any size budget. This is especially the case with a well-designed website that does most of the work for you!
We’re Here To Help!
Why choose us? Let our happy customers explain!
Contact us online or give us a call at 613-969-0626.