I’m often asked, ‘what type of marketing should I be doing to send visitors to my website?’
With so many ways to drive traffic at a website, how do you decide what to do? Here’s a brief overview of some of the key ways to generate website visitors...
Offline marketing is anything that doesn’t involve a click. Someone will see your business name somewhere and will come directly to your website.
Forms of offline marketing include print (leaflets and business cards), radio advertising and billboard advertising (buses, sports etc).
Offline marketing is more important than ever thanks to mobile, it’s easy to access promotional information as soon as you receive it by using your phone.
Offline marketing can be targeted, such as using leaflets to target a local area, or bus advertising within a city, but it is important to include some way of measuring the campaign’s success.
Using a QR code, or promotional offer, or specific URL can help you to see how well the advertising worked and if you generated a return on investment.
Often offline marketing can lead to an increase in searches for your business, because you have raised awareness of your brand.
This is very difficult to track, but being aware of when offline promotions have gone out is important so you can cross-check against your website analytics to see any spikes that may have occurred.
Online marketing takes many forms, these can be broadly summarised into organic advertising and paid advertising.
Organic advertising or content marketing is where you are evolving your website content to be more prominent and share it.
Examples of this include appearing when someone searches, being shared on social media and featuring in a blog post.
If you have a local target market, you can get quick results by focusing on producing localised content (such as case studies) and share these using social.
The more optimised your website content is, the more it is shared and linked to and the more engaged a user is, the better your website will show in the search engines.
If you have a generic audience (such as if you sell products through e-commerce to anyone in the UK) then it can take longer to appear in the search results, and you are guaranteed to face tougher competition.
Paid advertising is a great way to generate instant traffic to your website.
There are many forms of paid advertising, those targeting people with intent to buy (this is known as search advertising because your advert shows up when people are looking for what you are selling) and there is passive advertising to those people with no intent (such as social media paid advertising and display advertising on Google).
All online marketing can be tracked so it is easy to see what is working and what is not, so changes can be made instantly to hone your results and generate a return on investment.
Proper tracking using tools like Google Analytics can pinpoint exactly how each campaign is performing and should always be used as part of any marketing campaign.
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Ascensor are a Digital Agency providing website design, ecommerce and search engine optimisation.