To ensure you’re always front and centre online when potential customers reach that critical point and are ready to make a purchase, here are six useful marketing tactics for your business’s website.
1. Increase website traffic with SEM and SEO
One effective way of increasing traffic to your website is pay-per-click (PPC) advertising offered by Google AdWords, Yahoo Search Marketing and others. They allow you to display ads in the sponsored results section of each search engine’s results page. Alternatively, you can attract traffic for free by achieving high rankings in organic search results by using search engine optimisation (SEO).
2. Optimise your website for SEO
Whether or not you decide to invest in paid marketing, you need to ensure your website is adhering to SEO best practice. Then measure performance using tools such as Google Analytics and Google Webmasters. You can do it all yourself, but many businesses outsource this element of their marketing to an expert or an agency.
3. Test, test, test
The challenge is finding the right mix of search channels to spend your marketing dollars on, to get the best return for your effort.
For example, Facebook and Twitter might be channels that are currently attracting a lot of attention, but you should always test those channels for return on investment (ROI) like you would with AdWords, or another paid channel, to see if they work for you.
It’s a good idea to look at how your marketing mix works together as a whole, whether that’s paid advertising or SEO. Keeping an eye on ROI for each channel based on profit margin will help you measure their success.
Ask yourself, are your organic and paid efforts complimentary? Does SEO or paid advertising drive more initial visitors? Which one drives more sales? Ask these questions as you change up your sales channels and as your marketing budget grows.
4. Submit to business directories
Submit to Google My Business to claim a professional listing. Then submit to as many directories as you can with your correct address and phone number. It’s also important to blog frequently – the more quality content you produce the better, especially when it is sprinkled with relevant keywords.
5. Avoid keyword stuffing
Mention a keyword a maximum of two or three times. If you’re talking about a dental practice in Doncaster in a blog post, you do not want to have the phrase ‘dentist Doncaster’ written 15 times in your copy as your website will be penalised by search engines for keyword stuffing.
6. Optimise your website for mobile devices
Having a user-friendly website that is easy to navigate across a range of devices and keeps the user coming back regularly is essential.