So you’ve got a brand new website for your business. You’ve just invested hundreds, or maybe thousands of dollars to create a polished, functional website design that reflects your business, product, or service. Now you’re ready to share it with the world. You might tell a few friends, but how can you really attract visitors to your new website? The analogy that we often use here at Be Wise is if a tree falls in the forest (even a giant, beautiful, massive tree!), but no one is there to hear it, did it even fall? Your website is like a freshly fallen tree, but if nobody knows about it, how will people find out? Does it even exist? Here are seven ideas to inspire you to attract more visitors to your new website.
1. Start, and Maintain a Blog
Your blog can be one of the most vital assets to your business. This is the place on your website that will keep visitors coming back for more, and allow you to attract new visitors. Great blog posts will add value to your website, and help you establish yourself as an authority in your field of expertise. You don’t have to be a prolific writer to keep a great blog. If you don’t fancy yourself a writer, then hire one! Your blog posts can be used to share ideas, and make people say “aha.” If you keep your posts focussed, and incorporate rich photos, content, and diagrams, you’ll attract new visitors that may convert to new business. Use this as an opportunity for visitors to opt-in. Companies like MailChimp and Constant Contact give you the tools to incorporate a sign-up form into your blog, so that people who are interested can keep up to date. People can also stay up to date with your blog by subscribing to your RSS feed. Additionally, you don’t need to call it a “blog.” The term “blog” can be stale. Try giving it a creative title.
2. Leverage Traditional Marketing
Use traditional marketing techniques to drive traffic to your website. Traditional advertising through methods like business cards, favicards, flyers, posters, billboards, and TV advertisements, can all help drive traffic to your website. Sites like vistaprint.com and jakprints.com offer great deals on printed goods. Traditional methods can be just as powerful as digital marketing methods. Not to mention that nothing is more personal than a handshake, business card exchange, and a personal invitation to visit the new site can be very effective. Additionally, incorporating a QR code (http://www.qrstuff.com) will give people the ability to easily access your site by scanning the code, and give you the ability to track visits from the code itself.
3. Advertise on Third-Party Review Sites
Testimonials on sites like www.yelp.com and www.angieslist.com will help increase both credibility and visibility and help drive traffic to your site. This will make it easier for people to find you and help augment your online presence through link building.
4. Leverage Social Media
In the age of social media, services like Facebook, Instagram, LinkedIn, Twitter, and Google Plus give everyone a mouthpiece, and the ability to broadcast their ideas to entire communities at once. Establishing a social media presence can be tricky, though. Make sure to share posts that inspire your audience, add value to their day, and give them a legitimate reason to visit your website. Once you build trust in your community, word will begin to travel, and your website link will travel along.
5. Email Newsletters
Use email newsletters as an opportunity to establish meaningful relationships with existing and new customers. Email newsletters can be used to share things like new services, new promotions, and press releases. Share your ideas and offerings with people who have opted in to your newsletter. However, be sure to not overdo it. Email is the most personalized method of communication, and if you email newsletters too frequently, they very well may end up in the spam folder of the recipient. Once a month, or special occasions are appropriate times to email newsletters to your loyal customers.
6. Follow Up with Repeat Clients
Send personalized messages to your customers via email, with a link to your new website. Extend the invitation to them to join you as you explore new opportunities online, and gauge their interest in new products and services that your business has to offer. The 80/20 rule tells us that 80% of business comes from 20% of your clients/customers. Make sure to circle back with those that are most loyal to you. Additionally, give them a reason to share your website link with their followers. Use this as an opportunity to share each others’ links, and offer/collaborate on promotions.
7. PPC Advertising
When all else fails, you can always buy new customers! If your service is valuable, but you’re really struggling to get new visitors to your site, online companies like Facebook and Google offer Pay-Per-Click (PPC) advertising services. Most of these services allow you to choose a monthly budget, and precisely target your online advertising campaign to ensure that it reaches the right audience. Google Adwords (adwords.google.com) will allow you to maintain a list of keywords that will drive traffic to your website. Google also offers Adwords Express (http://www.google.com/adwords/express/), an entry-level service that allows you to “set it and forget it” based on a particular customer interest and budget. Make sure to monitor your campaign closely, though, as it’s particularly easy to wrack up a bill quickly with Google. Additionally, Facebook gives you a very easy-to-use tool that allows you to set up a campaign on Facebook, reach people in their Facebook news feeds, and target audiences based on demographics and interests. If you are new to the world of paid advertising, one thing that you may want to keep in mind is your cost per customer acquisition. In other words, how much does it cost you to buy a new customer? According to Wikipedia:
Customer Acquisition Cost is the cost associated in convincing a customer to buy a product/service. This cost is incurred by the organization to convince a potential customer. This cost is inclusive of the product cost as well as the cost involved in research, marketing, and accessibility costs. This is an important business metric. It plays a major role in calculating the value of the customer to the company and the resulting return on investment (ROI) of acquisition. The calculation of customer valuation helps a company decide how much of its resources can be profitably spent on a particular customer. In general terms, it helps to decide the worth of the customer to the company.
Customer Acquisition Cost (abbreviated to CAC) refers to the resources that a business must allocate (financial or otherwise) in order to acquire an additional customer.
Numerically, customer acquisition cost is typically expressed as a ratio — dividing the sum total of CAC by the number of additional patrons acquired by the business as a result of the customer acquisition strategy.
So you’ve managed to attract some new visitors to your site. Now don’t forget to measure the success using the plethora of free tools available online.