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Website Marketing Guide

Getting to Grips With Your Website Marketing Guide

Step One: Getting to know your market

The best way to begin establishing what your market needs, not only think of what product or service you have to sell but what problems you are solving. 

Search Engine Optimisation

People are searching on the Internet for solutions to their problems so what questions are they asking? 

Think of all the ways your market may be searching for your site.  Many searchers are asking how to, where can, many open-ended questions to discover what is on offer. Once you crack the code you can then attract and resonate with your visitors by getting a clear online marketing strategy plan designed. 

Researching material that is on offer is a good way to find resources for writing powerful content.  You need to connect by having powerful content and to be seen as the expert. 

Think of ways you can add value to your site and for your customers and they will reward you by placing a purchase.  Your website needs to TELL people why you are different and why they should choose you and not the competition.

Join groups where you can find out what types of conversations are taking place about your product or service, LinkedIn is a fantastic place to pick up all sorts of information, as is yahoo.answers.com and a myriad of other forums you can tap for key info and find out what questions your market is asking.

Each market and each industry has their own special niche quirks – it is up to the web marketing team to discover what they are.

Step Two: Who is the competition and what do they look like?

Type in how you think people may be searching for your product and service or a similar product and service and you will quickly see who is ranking well and that is your competition.   Make a list of the top 3 websites you want to beat in the ranking wars.

This leads us to the keyword research phase.  Keyword research is really exciting and you will soon discover new ways people are searching for your product or service.

Step Three: Keyword Research

Once you have done your research on what problems need solving use all this information to do keyword research. 

Google has a great free keyword tool called; https://adwords.google.com/select/KeywordToolExternal

This is where you should start to feel excited and as website marketers we do because it gives us the power to unlock the mysterious keyword box to all the ways people look for websites relevant to your audience.

Professional Web marketers look at these keywords and key word phrases and start to incubate ideas and a plan to put them to good use on and off a website they are promoting.

Step Four: Creating Powerful Content for Websites

There are key points for writing great content for your website.  You need to consider;
Who your readers and visitors are?
What solution to their problem are they looking for?

Once you identify with their problem TELL THEM your solution i.e. sell them your service.  Write for your reader, not for you!  Think about the types of people who will need your services and write website content in a clear and concise manner.  Make it easy for your visitors to make an informed decision by giving them key information.

One of the key pages after the Welcome or landing page is the About Us page, this is the second most common page people will check out after they have landed on your website. Make sure you tell people what you are all about, your expertise, case studies, any awards, list of clients you have already done work for, testimonials, articles and reports and the list goes on.

A lot of website owners don’t like a lot of content on their websites but you have to have quality content on a site to get quality traffic. 
Use read mores and drop down boxes etc to have key content on your site without making it look “too wordy” if this is what you don’t like.

Always remember what is their problem and what are they trying to solve. 

Set up a Google alert on your business topic– go to http://www.google.com/alerts and follow these easy steps to keep you on top of your game.  This is a great way of capturing current news that you can then create content for on your site.  One way to use this information is to write articles and post those articles on and off your site.

On your site you may want to create an articles tab and off your site you may want to use a tweaked or shorter version on a blog site like www.blogger.com.  Our Business Catalyst system has a blog feature built into it


Step Five: Create links for Websites

Register with local directories like www.finda.co.nz and www.hotfrog.co.nz  www.Yellow.co.nz is also a good one to set up an account with and doesn’t need to be expensive.  Some allow you to have free listings like finda.co.nz and hotfrog.co.nz but you can also pay for extras.

Google maps is another great way of having a link back onto your site.  If you think links to other sites might help your visitors and create a win-win for both parties then make a list of those links.  If you think other websites would be happy to link back to yours say in a local market then make contact and see if you can come up with a “finders fee” arrangement for example.

Think of other “referring sites” you can post onto, blog with or register with.  The way links have been described to us is like signposts, the more you have up the more likely you will get traffic coming back to your site.

Article submission sites can create powerful back links to your site if you submit articles that are top quality and are of interest to your audience.  Articles are usually between 250 – 500 words long, contain those all-important keywords or keyword phrases but they need to be well written and full of informative and compelling content.  They must also be unique because top article submission sites have very clear rules and you don’t want to be kicked out before you have even started.

For help in all these areas please give us a call on 09 524 2350 or email mike@bda.co.nz