Marketing Your Website in 2018
Episode 4: Your Customers. Find Them, You Must
Last month, we discussed SEO and the importance of being found in the vast digital sea called the Internet. We talked about the importance of SEO, which helps to propel you to the top of the Google, Bing, or Yahoo search pile. However, there are billions of other websites out there that are all competing for the same potential customers, so you can’t just wait around patiently and expect your phone to start ringing off the hook. Especially if you have a unique product or service.
If you are selling toasters, you might have some first-class SEO working for you so that your product pops up when people search for toasters. But, if you’re selling Turbo Electric Banana Peelers, you better go out and find the people who need Turbo Electric Banana Peelers – and let them know that your product exists.
Your customer is out there, looking around his or her kitchen for a paper towel so they don’t accidentally wipe banana stuff on their suit. They don’t know they need a Banana Peeler; they just know they need an easier way to leave the house with clean hands and stain-free clothing. They go through the same process every day. Eat banana. Look for paper towel as solution to “banana hands” condition. Wipe banana hands on paper towel.
SEO will help you appear in front of customers when they know someone has already built the solution to their banana peel woes. But, people can’t search for something if they don’t already know it exists. Those customers are waiting for someone to offer them a Turbo Electric Banana Peeler. You need a way to let your future customers know that your product exists.
How do you make that happen? Hard work, of course. SEO alone can’t bring your customers to you. You need to go find them and bring them back to your website yourself. You need to lead people back to your storefront so they can marvel with amazement at your brand new Turbo Electric Banana Peeler.
A marketing campaign, you need.
“The efforts of a company or a third-party marketing company to increase awareness for a particular product or service, or to increase consumer awareness of a business or organization. A marketing campaign has a limited duration.”
In other words, it’s a way to generate visibility for your website, product, or service. Find customers and bring them back, it will.
There are several ways to seek out customers and make them yours. You can steal them from another company – no, wait. Wrong, that is. Instead, you can use social media products to parade your shiny new invention past all of the people who need one. Facebook Ads, Twitter Ads, and LinkedIn advertising can get your info in front of your future buyers for a price.
Other advertising products like Google Adwords and Bing Ads can generate advertising to viewers based on associated searches. If your potential customer searches for a banana, you can trigger your campaign to show them an ad for your Turbo Electric Banana Peeler. If they search for peels, same results, they will receive. If your client is searching Amazon for a way to clean off banana hands, BOOM! Your product, they will see.
Advertising is only one part of a marketing campaign. You can, and should, use social media to push out information about your new product. Email lists can be effective tools as well. However, you still need to get the clients before you can market something to them. Go and get them, you must.
How does this relate to marketing a website? Your website is the gateway to your product, so drawing people back to your site makes them aware that your product exists and that they can’t live without it. Think of it as renting digital billboards so people driving around the web can see what you have to offer. If your website IS your product, same result.
If your product, service, or company is new, you can’t afford to wait around for people to find you. A marketing campaign is not necessarily easy, it can take lots of work to coordinate, drive, and monitor. However, if you put in the time and effort, the results can drive customer traffic to your door.
Next time, we’ll look at some of the most effective tools to help you market your website, Google Adwords and Bing Ads. Join us again next month to learn what they are and how to use them effectively.
We’re going to take another look at marketing your website in 2018 next month when we discuss some of the most effective tools available to help you drive customers back to your site. Please click the Subscribe button to be notified when our next chapter goes live.
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