In our second piece on I have a website, what now? (part 2), covers further online strategy’s to consider once your website is up and running.
Having a website presence as your online online marketing tool is no longer enough. However together with some other tools and strategies will see you stand out from your competition.
I have a website, what now? (part 2)
Off Page SEO
In the world of search engine optimisation, this is the process of creating links on third party sites that link back to your website – these are called back links. Very broadly speaking, the website with the most backlinks will appear highest in Google searches.
An example of this would be to post an article to a third party website; such as your Social Media posts, or website related to your business/brand; which will then have a link that links back to a specific page on the your website. Guest blogging is a great way to generate back links.
Guest blogging is a great way to generate back links.
Pay Per Click (PPC) Advertising
Google AdWords is a popular service for offering ‘Pay Per Click’ advertising. This allows you to create ads that appear when people search for relevant keywords on Google. If a user clicks on your ad and views your website, you are then charged a fee per click. Cost per click varies largely depending on the keywords you target. As an example, keywords related to financial products like credit cards and mortgages can cost $30-$40 per click. Less competitive keywords may be as little as cents per click.
It is important to consider the search terms your customers or potential customers will type into google.
Will your customer likely search for Website Developer (short tail search term) or Website Developer Eastern Suburbs Sydney? (long tail search term).
A long tail search term will cost less per click that short tail search term. In our experience a long tail search term will yield a better result and better return on your pay per click investment.
Social Media Marketing (SMM)
Build an active, informative and lightly self-promoting presence on the Social Media platforms Facebook, Twitter, Instagram, LinkedIn and Google+.
- Facebook is a great platform for interacting and connecting with your clients and peers. With 17M active users in Australia, Facebook is by far Australia’s most popular social media platform.
- Twitter is a fantastic resource for connecting with journalists and other experts in your field. This will provide an opportunity to build a reputation as amongst experts and hopefully lead to quotes and references in traditional media. Think about the benefits, if as rumoured, a search company such as Google purchases Twitter. They will use the Twitter data to influence their search results.
- Instagram is a platform to showcase a visual story. This as an opportunity to build relationships with your clients and peers in the industry. Australia’s second most popular platform with $5 million users.
- LinkedIn is an opportunity to connect with professionals in your industry.
- Google+ is about creating content for the benefit of Google. This will have an indirect effect on your SEO.
Your Social Media content should be informative, educational and interesting. It’s important that you also ‘mix-up’ the content you share and include a variety of the following:
- Information about your industry and related industries
- Light promotion of yourself/business/brand’s successes and services.
- ‘Human content’ such as staff anniversaries; birthdays, etc.
Encourage your staff to actively share, comment and like or comment via their personal Social Media accounts. This will help to increase the number of people who see your social content.
You can also use Social Media as an ‘ice breaker’ for contacting other companies and organisations that you wish to start conversations with. Commenting, sharing and liking their content is a great way to get noticed by them before you reach out via email or telephone.
Find relevant groups on Facebook and actively engage with them. You can do this by answering questions related to your area of expertise to showcase your expertise.