Your Website Needs a Marketing Plan
Guest Post by Jill Kurtz, Owner, Kurtz Digital Strategy
All your online efforts should drive people to your website. This doesn’t happen by happenstance. You need a plan to market your website to your target customer.
Your Website Is Your Most Important Online Effort
Your website is the foundation of your online presence. It is the online property that you own and control. It is the place where you get to define who you are and what you do.
If your website doesn’t represent the business that you are now, stop reading now and invest in your website. Then, pick up on the rest of this post.
There are some essential things to do to market your website.
Website Structure Checklist
Before you begin, make sure your website has a solid fundamental structure.
Populate meta tags. Make sure each page of your website has a unique, keyword-focused meta title tag and meta description. The tags help people who are searching on Google and other search engines to find your website.
Be fast and mobile. Make sure your website is mobile responsive and loads quickly, as these both affect the rank of your site on search engines. You can check both these very important factors using the Google Mobile and Speed Test.
Claim, verify and update your Google My Business listing. This is free and will enable you to appear in local search results for queries specific to your products or services.
Drive Traffic to Your Web Home. Make an intentional effort to promote your website. Here are some great ways to drive traffic.
Link every social post to your website. Every post that you create on Facebook, Twitter, LinkedIn, and other social media sites should include a link to a relevant page on your website. Connect on social media, but engage on your website.
Link every social site to your website. Make sure that every social media profile includes a link to your website. Sounds simple, but many people forget to do that!
Comment with links. When you comment on content online, include a relevant link to your website when appropriate. Make the link specific – not to the home page. Link to content that leads the reader to more information.
Help influencers to share your website content. Do you have one or more customers who are very active online? Make sure they know about your website content. Help them to share your great site and the resources there.
Leverage earned media. Earned media refers to content that you get placed at websites that are not your own. This can be an online magazine or blog or an industry publication. While every site has its own rules, most will allow at least one link. Make sure that link takes readers to your website.
Jill Kurtz, Kurtz Digital Strategy Jill Kurtz is owner of Kurtz Digital Strategy. She works with small businesses to create successful digital marketing plans that make the best use of websites, social media, and more.