Sometimes, promoting a website seems like a big job made up of a thousand little things. That’s because it is. Overwhelmed? We all are. So let’s take a minute or two and put things in perspective.
Here’s how to promote your website: a summary of everything all at once, all in one place.
The top of this chart shows the things we do as web marketers when promoting our websites. Ultimately, our job is to do three things:
Below it is a funnel that shows what our audience and visitors do.
“Nothing is particularly hard if you divide it into small jobs.” Henry Ford had the right idea. So let’s break down each step in website promotion and add some links to useful resources.
This is your plan. Let’s assume you already know who you are, your goals, and your place in the market. Assuming you already have a blog, newsletter template, email list, analytics, and a website designed to convert, here are the content strategy basics:
It starts with web pages. This is your most important and visible stuff, often called “cornerstone” or “evergreen” content. Next come your blog posts and newsletters. This is your ongoing published content, and it includes guest posts on other sites, guests on your site, and earned media (PR). Don’t forget media, such as video and audio. Finally, consider “big content” such as ebooks, infographics, white papers, research, industry surveys, etc.
This is often listed as the number one challenge for promoting websites. Don’t panic. Start with baby steps, and focus on efficiency.
Ranking in search engines is a great way to create awareness and fill the top of the funnel. If you’re good at search engine promotion, your traffic from search might look like this:
Search marketing can be very slow, but eventually, it can lead to a long, steady line or curve upward.
Assuming the website doesn’t have any technical flaws causing trouble, there are three main activities for promoting a website in search engines:
Social media is a way to grow interest in your website. It can drive traffic and awareness at the top of the funnel, but also to strengthen the middle of the funnel. If you’re good at social media, your social traffic might look like this:
Traffic from social sources might have lots of ups and downs, but it’s consistent over the long run.
This is a super powerful way to promote a website and especially useful at keeping in touch with people who are already aware of you. They’re in the middle of the funnel, and email helps to keep them interested and considering your brand. If you’re active in email marketing, traffic from these campaigns will look like this in your Analytics:
If links are tracked properly, traffic from email will be segmented in your Analytics …like a heartbeat.
As you can see, we’ve been measuring things all along. Make sure that goals are set up so you can see how many visitors become leads and subscribers. Also be sure that filters are set up so traffic from your office isn’t affecting your stats.
Wait. What about advertising? We’re focused on content marketing here, not advertising. There are many ways to promote your website by buying traffic, but they are generally more expensive and less effective.
That’s it! That’s everything you need to know to drive traffic and promote your website. I realize this was a long post, but we hope that this breakdown makes it all seem easier. Remember, baby steps!
If you’d like to add anything (or complain that this was just another overwhelming to-do list) let us know with a comment below!