This article is the second instalment in a three-part series. Missed part 1? You can find it here.
There are still millions of people who erroneously believe that if you just put up a five-page website for your business then you are sure to make a killing online. Jokes aside this is a very serious misconception. When your site first goes up it takes a bit of homework to get the initial flow of visitors and traffic. In our previous email, we looked at why offline methods of marketing are still crucial even in today’s web-dominated atmosphere.
In today’s competitive arena a website needs to be dynamic and not static. It needs to be constantly growing and providing value to potential clients and customers. Do not treat it as you would a poster or billboard. But what if you’re just starting out and you do not have volumes of content to offer new visitors. This is where advertising helps your site get the initial exposure it needs while you are preparing your content marketing plan.
Let us see what can be done quickly and reliably online to get a wave of visitors to your new website. Ever heard of PPC or pay per click advertising?
When you open up a search engine, like Google, and enter a search term, the search engine throws up results which are directly relevant to your query. On the left side of the page, you will be presented with many entries often linking to related web pages on the internet. This is known as a SERP (Search Engine Results Page). These are also known as organic search results.
On the right-hand side of the page, you will see little block advertisements made up of text and sometimes images as well. Google calls their brand of PPC ads – Adwords.
When your site first goes up you have to be realistic about the results you will attain in the search engine. So do not expect that your site will immediately start to display in the SERPs.
This is why we recommend PPC advertising as a sure way to getting your site up there in front of visitors who are searching for exactly what you offer. This is very useful marketing especially given the fact that your site currently does not have sufficient content in order to compete for organic search engine placements.
Another way you can get eyeballs on your site is by getting testimonials and reviews from previous customers or key players in your industry. Social proof plays a major role in defining the credibility and trust of your business.
Speaking of social proof, YouTube is a powerful platform you can use to share what clients have to say about you and your business. You can even put up instructional how-to videos related to the products and services you have on offer. This way you don’t come across as trying to pitch for sales but your goal is to provide valuable information and know-how.
These are some of the most effective ways to spearhead your website into regular traffic territory. And then as your site grows you can expect natural results to become more apparent. You can then choose to ease up on paid internet advertising methods or continue in addition to what your site can do on its own strength.
In Part 3, we will explore the mystical realms of SEO.