Check out our latest article on this topic: New Website Launch – Marketing Checklist.
There is more to online marketing than simply creating an aesthetically-pleasing website.
With more than one billion websites online, you must embark on an effective marketing strategy to stand out from the crowd and drive traffic to your website.
How you market your website will determine its success, which is why you should read the following seven online marketing objectives to follow when launching a new website.
1. Create a Marketing Strategy
Sit back and think about what you want to achieve with a marketing campaign.
Do you want to drive more traffic to your website? Do you want to become the go-to online provider of a service in your local area or country?
By developing a marketing mission, you can determine the tone, style, and audience of a campaign. As part of your mission, you should identify the tools you want to use to help you reach your goals.
For example, you could use Google Analytics to measure your conversion rate, or social media analytics to identify the demographic reach and engagement.
2. Know Your Audience
Your audience should be the beating heart of your marketing objectives.
In the midst of fine-tuning the website, launching social media profiles and paying close attention to the budget, it can be so easy to forget about your target demographic.
Before you do anything, write down your desired audience by creating a persona, which should state the average customers’:
- Buying behaviour
By creating a persona of a target customer, you can determine your content and marketing strategies to your chosen demographic.
3. Set a Budget
It can be tempting to throw too much money at a marketing strategy, believing it is the best way to boost your website to a brand new audience. However, sometimes less is more.
Conversely, it can be easy to sit back and wait for visitors to come to your website, without spending a dime on their website and/or marketing campaign.
It is, therefore, important to set a budget that is practical for your individual or business needs, so you don’t over or under spend, and here’s how you can do just that:
- Determine an overall budget
- Look at past marketing campaigns (if applicable) to identify quality leads for small budgets
- Identify paid promotion budgets (Paid social media ads, PPC, etc)
Once you have determined the target audience and set a budget suitable for your bank balance, the fun can really begin.
4. Create a Marketing Calendar
Your digital marketing strategy will more than likely change – but that doesn’t mean you shouldn’t create one.
To create a successful marketing calendar, you should:
- Create a timeline on Google Calendar – so you can share it with business partners or other team members.
- Plan key campaigns in the calendar, choosing the promotional dates and timescales.
- Identify the social media channels you will use for each campaign.
The calendar will more than likely change alongside customer behaviour and engagement, or if a similar campaign fails, but a timeline will provide an initial plan to get started.
5. Develop a Successful Content Marketing Strategy
Words have power, especially in digital marketing.
If you want to achieve your digital marketing objectives, you must develop a successful content marketing strategy.
A wide array of blogs on your website can only help your website go from strength to strength. The fresher the content, the more visitors that will click on your link in the search engines.
What’s more, a well-written, informative and entertaining blog could make you an industry leader, as people will turn to your blog for informative advice, tips or opinion pieces.
That’s not all. High-quality blogs can also aid a social media strategy, as people will be more than happy to click on an article if it offers them something of value.
If you want to develop a successful content marketing strategy, you must:
- Publish a blog at least once per month
- Write evergreen content that is always helpful to your audience
- Incorporate high-quality images that aid content
- Pay attention to grammar
- Never write for writing’s sake
Think carefully about what your audience would like to read and write that.
6. Start a Social Media Strategy
Once you have launched your website and developed an effective content marketing strategy, it is time to start thinking about social media campaigns.
The likes of Facebook, Twitter and Instagram can help you effectively communicate with your customers.
Customer engagement is bound to be a primary marketing objective, and social media can help you reach your target audience on a grander scale.
What is the aim of the social media strategy? Do you want to double your leads? Engage with your audience? Drive more traffic to your website?
Do you want to double your leads? Engage with your audience? Drive more traffic to your website?
You should also think about the type of social media channels you would like to use. As some networks might not be suitable for your individual or company needs.
For example, Instagram might not be the ideal channel for a law firm, because it is reliant on images.
7. Paid Marketing Strategies
You should also consider paid social media marketing strategies, which can target a specific campaign to a select age range, location and gender, and you can also refine the ad to suit different interests.
For example, Twitter ads allow you to promote tweets and you only pay per engagement.
Also, if you pay for a follower campaign, you will only pay for the number of people who choose to follow your account.
What’s more, you can embark with sponsored posts on Facebook, which can be targeted to your buyer persona – so you can directly reach people who might be interested in your products or services.
However, one of the biggest ways to take your marketing campaign to the next level has to be Google Adwords, which allows you to advertise your website on Google.
The great thing about Google Adwords is that you only pay when a person chooses to click on your website or make a call.
A PPC campaign, therefore, allows you to attract more customers, advertise on a local or global level, and easily reach an internet user who is in need of your services.
Review Your Marketing Objectives
With approximately 3.26 billion internet users, it can be hard to cater to every customer all of the time.
Unfortunately, not every strategy or marketing campaign you undertake will be a success. While it might be a little disheartening, you should view a marketing failure as a learning curve.
Adapt your strategy to ensure you reach your marketing objectives sooner rather than later.
So, write different content, alter your social media adverts and review your marketing calendar. The more mistakes you make, the more you will learn about marketing along the way, so you can refine your future campaigns.