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Using search, social, and email marketing to boost website traffic
Your online marketing approach, from the channels you choose to how you make use of them, can make a huge difference to the overall success of your website.
To get the best results for your business, your website needs the support of other channels like search and email marketing and social media. These work to drive traffic to your site, build brand awareness, establish your reputation, and nurture relationships with people who might not be ready to buy.
There are two elements of search marketing to consider. Search engine optimisation (SEO) is the process of optimising your site so it ranks as highly as possible. Pay-per-click advertising (PPC) lets you place ads on the search engine results page (SERP) which display above or below the organic (unpaid) listings for certain terms.
Rather than focusing on one of these elements, it’s best to incorporate both into an integrated strategy. SEO tends to take some time before you see results, and depending on how competitive your area is you might be naturally limited in how well you perform compared to major players. PPC on the other hand can get you in a good position quickly, but requires a financial investment, which can be significant, again depending on how competitive your area is. Striking the right balance between the two gets you results in good time and at an affordable cost.
Your social media presence works to establish brand awareness, manage your reputation and help to ensure that consumers are familiar with your brand. This means when they see your listings in search they will be more likely to trust you and more comfortable with making a purchase or sharing their information with you.
As with search marketing, there are both paid and organic elements to social media. You can share content through your brand page, which is free to set up, but you can also pay to “boost” these posts and display them to people who haven’t yet “followed” you or otherwise interacted with your page. You can also advertise across some platforms with display ads or banners, directing people to either your social profile or your website. A combination of both will help to grow your follower numbers and establish brand recognition with the right audiences.
Not everyone who visits your website will be ready to buy right away. If they are willing to share their contact information with you – through signing up to your newsletters, downloading gated content or filling out other contact request forms – you can touch base with them periodically to share useful information or notify them of sales or special offers.
Hitting on the right combination
various elements of your online marketing strategy, including your website, work better together than they do alone. You want to connect with your existing and future customer bases across a number of platforms and in a variety of forms, so your strategy should consider all of the above elements to get the best results.