Promote Your Website
We’ve already covered the importance of having a company website (if you don’t understand why that’s necessary, do yourself a favor and become informed), but in 2019 that’s a no-brainer anyway. We’ve also explained HOW to design a website (if you’re curious about design tips to maximize your website, you can find our past blogs on the subject here and here).
But if you’ve already put in the time/effort/money to own a well-designed website, how do you make sure it has an ROI value at least equal to the resources you put into it?
The key answer for a successful website is one that’s able to drive traffic and be visible to a large audience.
Sure, anyone can say that driving traffic is important, but what does that look like in practice?
Become a Know-It-All
Customers like working with businesses who know what they’re doing. That shouldn’t come as a shock; it’s why people look at reviews before making a purchase. They want a guarantee that whatever they’re spending money on will be worth it - and that they’ll get what they paid for.
One of the best ways to show competence for your business is to show that you are an expert in your field. It doesn’t matter what that field is - grizzly bears, tornados, marketing a business, selling avocados - if you can prove you’re an expert, you’re immediately going to have an aura of credibility and people will be more likely to use your product or service.
But how do you show the world your expertise?
Start by checking out HARO (‘Help A Reporter Out’). When you sign up (for free) to be a HARO source, you’ll receive emails from journalists who are requesting information on certain topics in order to write their stories. Browse through the list of topics and see if any fall within your domain, and if they do, send in your knowledge. If your information gets used, you’ll be cited in the subsequent news/magazine article… usually with at least your name and title, but possibly even a link back to your site! Especially if your information is published often, your credibility will skyrocket!
If you have a particularly niche field and don’t often find suitable information requests in HARO, Quora is another option. If you’re at all familiar with Quora, simply seeing its name might make you want to run; after all, online forums generally seem to devolve into commentary by illiterate people with no real education on the subject in question (we’re looking at you, Yahoo Answers). However, Quora is a little different. In fact, Quora accumulates over 200 MILLION unique visitors each month… and has had responses by figures such as Jimmy Wales (founder of Wikipedia), Peter Sohn (director of Pixar Animation Studios), and Tony Fratto (Former Assistant Secretary of the US Department of Treasury).
As a Quora contributor, you can add your own credentials to your profile (including a link back to your website). Sam Oh, a contributor for the SEO company ahrefs, explains that users with credentials typically experience a 30-40% CTR back to their own website from Quora - which is not bad at all considering how easy it is to answer questions on a forum. It’s also pretty easy to filter by topic so you’re only taking the time to answer relevant questions with the potential to actually drive traffic to your website. Finally, because each post shows you both how long ago it was posted and how many people have viewed it, it’s super easy to calculate impressions - or whether or not it’s worth your time to answer a question.
Get some Friends
Sometimes successful marketing requires relying on outside sources. Especially for smaller businesses, it can be helpful to develop loose ‘partnerships’ that are mutually beneficial in terms of exposure.
A great way to do this is by co-hosting content with businesses that compliment your own. For example, if you’re a small agency who specializes in designing websites, you could partner with another small agency who focuses on social media advertisements. An expert or two from both companies could combine their knowledge and come together for a webinar, a youtube video, or a podcast. As long as both agencies promote the collaboration to their own audiences, audiences on both sides of the aisle will gain new exposure to the other company. They’ll also have the ability to learn something that is related to their field while not being in direct competition- it’s a win-win.
If you can’t find someone with whom you directly want to partner on a project, you can also utilize the ego-bait strategy. Promote other businesses (again, with whom you aren’t in direct competition) in your own content, and perhaps they’ll return the favor for you later on. If you want to see an example of this, you can visit our blog on the digital tools we use to be successful. We didn’t get paid to promote these companies, and as of the day this blog was written, they haven’t promoted us back. But that’s okay because even talking about these other companies has the chance to help out our users and highlights our expertise in the field.
If you’re looking for a more direct way to get your company noticed, we get it, and we have solutions for that too! Much like answering questions for HARO or Quora, you can guest blog on other companies’ websites. To discover what companies allow guest posting, begin by opening up Google. Search for “guest post by” intitle: yourtopic (Your topic should be a one-word generalization of your topic, such as education, marketing, design, etc). Google will show you results of websites that have guest posts on that topic. From there, you can reach out to the website with some of your own content and see if they’ll post it. This is another easy link back to your own website that will help drive traffic.
Finally, make SEO your best friend. This should be an obvious step, but there are still many companies out there who don’t do it. Understand what it takes to optimize your website from the back-end, via keyword targeting, backlinks, etc. (Stay tuned for a blog on SEO, coming soon!)
Reduce, Reuse, Recycle
Yes, we’re talking about derivatizing content again. We cannot overemphasize the importance of derivatization (if you’ve somehow missed our discussion on the ins and outs of derivatization, discover just how easy it is by reading up on it, here).
In fact, derivitization REDUCES the amount of content you have to create, REUSES segments of interest, and RECYCLES content to fit multiple platforms and channels. (Yes, we think we’re clever too.)
Not only does derivitization make life so much easier for you as a business, but it also attracts a larger audience by allowing consumers to get information the way they want it most. By turning your blog into a social graphic into an email chain into an audio clip, you’re naturally going to promote your website - along with your mastery of content.
Ultimately, while each of the above tactics can bolster website audiences, not every tactic will be the right choice for you. Prioritize your list so you can use as little energy as possible while still receiving maximum results… and you’re welcome.