Launching your website is only half the battle. The other half is getting as many people from your target audience as possible to find, visit and interact with it.
It is not easy, but doable. There are many ways to competently self-promote / promote your site. In this article, you will find the most interesting ways that many agencies and experts are silent about.
Discovering New Lands: Content Islands
You may have noticed that in recent years, search engines have become more and more concerned with user experience. For certain queries, Google and Yandex try to give an answer immediately on the search page:
Above, for the query “medical clinic nearby”, search engines give us a list of medical facilities with their location on the map, phone numbers and website addresses.
Since such islands of content are located above the organic search results, they are seen by more people and sites from this block have more clicks.
To promote a commercial site in local search, you need at least register in Yandex Directory and Google My Business.
Also, you should add a toponym (city name) in the Title tag on the pages with your goods and services. For example, for a page of a medical clinic, you can make the following Title: Aibolit Medical Center in Moscow.
Islands of content are shown by search engines not only for commercial, but also for information requests:
When promoting an information site, it is best to try to get into quick answers in order to get the so-called zero position (above the TOP-3).
Perfect option; This is a featured snippet, since it will contain a link to your site that will be followed by a lot of users.
We promote the site with advertising.
Sometimes good old advertising is the best option for website promotion. But with the advent and development of the Internet, in addition to newspapers and television, we have a much richer arsenal at our disposal. You will learn about some of them below.
Search Engine Optimization is perhaps one of the most interesting ways to attract visitors from a business point of view. Although it does not give an instant effect, it is appreciated for its long-term effect.
This is probably the only way that allows you to promote / promote your site on the Internet for free and independently.
Having well configured this channel, your site can still attract visitors from search for a long time without serious investments.
And the advantages of free and independent website promotion are not limited to this: the conversion rate of visitors who come from organic content is quite high. Especially for low-frequency queries.
As for content projects, SEO is almost the only source of traffic and its further monetization.
# 2. Advertising from bloggers.
Youtube without exaggeration can be called television of the 21st century. This platform has a very large and active audience. But what is most tempting is that here you can find an outlet to your audience, and cheaply.
The simplest thing you can do is buy an advertisement for your product or service from a blogger. Typically, these advertisements contain a call to go to the advertiser’s website and perform some additional action.
By paying a little money to an increasingly popular blogger, you can attract a huge number of target audience to your site.
# 3. Contextual advertising.
The good thing about PPC advertising is that you can start getting visitors quickly enough. You just need to set up advertising campaigns and put money into an advertising account.
Context launch is almost always a good option for new sites that cannot yet boast of a successful organic search due to mistrust on the part of search engines.
Perhaps you know that “newborn” sites fall into the so-called sandbox, due to which they cannot get high positions in the search for the first 6-12 months:
There is even a theory among SEO specialists that search engines specifically create conditions where a business has to invest in contextual advertising.
I believe that the motives of search engines are more prosaic: they want to make their search results of high quality, which is why they do not include sites that are not yet trusted.
Usually, many businesses are closed in the first year, and if the business has resisted, then it has already passed a certain test and can be slowly shown to users. Along the way, checking it for a huge number of points, of course.
#4. Social networks.
The trend is that people now spend more time on social media than on search engines. And it would not be entirely wise not to use it.
Almost any major social network provides an opportunity to advertise and promote your site. This can be done in domestic Vkontakte, Odnoklassniki, and in foreign Facebook, Instagram, etc.
If you are new to these visitor acquisition channels, I advise you to start with two types of advertising. So you will not spend a lot of money, but at the same time you will get good results in sales, visitors.
First, you can advertise some promotions and hot offers. Usually, people respond well to different time-limited or price-limited offers.
Second, you can do retargeting. This is a model by which you can advertise your site to people who have visited it before. For example, those who placed an order and for some reason did not pay. Or those who were interested in some product, but did not issue it, and so on.
Work on brand awareness.
If your website / company has its own brand, it is much easier to promote it on the Internet. Firstly, you will have vital queries – this is when people, instead of entering into the search for the product / service they are interested in, enter the name of your site.
For example, an Eldorado store is searched in Yandex about 3 million times a month:
If people search for a specific site by its name, search engines consider this an excellent signal of trust of a hundred users and begin to show this web resource more in search results.
Secondly, if the site is quite recognizable, people seeing it in the search results will begin to go to it, ignoring other web resources. It also helps you get more visitors and higher search rankings due to behavioral factors.
But how exactly do you work with the brand component?
#1. Online and offline events.
Host rewarding events both online and offline. This is a great way to get people to talk about you and your site.
You can start with small webinars and move towards longer intensives, workshops, and conferences.
Offline events will also help a lot not only in promoting your site, but also your company as a whole. If you try hard, people will start discussing it on social media and leaving feedback.
# 2. Business cards.
Another good way to attract additional visitors to your site is to include its address on your business card. If you frequently exchange business cards, some people will definitely go to your site. Some will just come in out of curiosity.
Such “direct” transitions, when a person immediately types in a site address in the search, has a beneficial effect on SEO, since search engines trust more resources that have such visits.
The logic is clear – if people immediately enter the website address, it means they are interested in it, and if so, then it may be interesting to others as well.
# 3. Site design.
According to reports from the New York Times, the average user views about 40 sites a day. Now answer the question: “How to make the user remember your site, so much so that your brand is deposited in his head?”.
The answer is simple: website design. Agree, there are resources, upon reaching which we immediately notice some of its features, and this is deposited in our head. On a second visit, memories pop up in our head and, on a subconscious level, we begin to trust this resource more. It’s like meeting an old friend you haven’t seen for a long time:
Therefore, it is very important to make the design of your web resource not only pleasant and convenient, but also memorable. The logo and favicon play an important role in this.
#4. We work on customer loyalty.
If you sell products and services that a person needs on a regular basis, then you need to work on customer loyalty. It is necessary that your customers are satisfied and at the next need they immediately contact you, bypassing the stage of searching for a solution to their problem in Google and Yandex.
First, satisfied customers will increase “direct visits” to the site and vital queries (site name, company name). This is good for SEO.
Secondly, they will recommend you to their friends by launching word of mouth.
We promote the site using guest blogging.
Often many sites experience traffic problems for two reasons:
Small trust (authority) Lack of widespread awareness among the target audience.
Both problems can be solved by publishing useful materials on other well-known sites. This method of website promotion is usually called guest blogging.
Links from articles on well-known sites will increase the authority of your site. Also, you will gain popularity among your target audience. And if the content is still useful and interesting (it’s better not to publish the other one), you will gain trust from the audience.
If your topic is difficult to come up with a topic for an article, or your target audience does not read specialized materials, you can increase the site’s trust by publishing press releases.
Lead generation as a way to promote your website.
The reality is that only a small fraction of the visitors return. On average, over 90% of people who visit your website will never return.
At the same time, you could spend a lot of time, effort and money on attracting them. What to do in this case? I have solutions for both commercial and informational sites. Let’s start with commerce …
#1. Sales funnel with “wide entry”
People who are familiar with your site / brand can be divided into three categories:
Visitors Customers Loyal customers.
The third category (loyal customers) is more valuable than the first two, since people from this group are your fans and constantly buy from you. They do not even have a thought to go to your competitors.
The second group (clients) is more valuable than the first, since they have already trusted you and invested money in you. If your product / service is really good, then chances are they will come back to you again.
But the first group (visitors) is with the lowest value, since they will never return after visiting your site.
Our goal is to move as many people as possible from the “visitor” stage to the “client” stage. Then they will come back for more and more in the future when you make a purchase. On average, a customer is 10 or more times more valuable than a simple website visitor.
But how do you move as many people as possible from the “visitor” stage to the “client” stage? You need to make them an offer that they cannot refuse. It could be a big discount, a coupon, or a sample.
Have you ever wondered why cosmetic stores give samples? Because the person is more likely to like the probe and decide to buy the full-size version.
Think about what you can offer your site visitors so “tasty and valuable” so that they will not resist becoming your customers.
# 2. Email marketing.
If you have a communication site, you can move your visitors to the subscriber stage. It is also a very valuable group that will come back to your site over and over again.
You need to come up with some valuable lead magnet (downloadable material), in exchange for which the person subscribes to your weekly newsletter. In your mailing list, you encourage people to visit your site. Some people will do this and increase the incoming traffic of your resource.
Some e-commerce sites also use lead magnets when they can’t offer a sample or discount. Although no one bothers to use both approaches.
Commercial sites can use a price list, quotation, or PDF report as a lead magnet.
Work on behavioral factors.
The success of website promotion / promotion from scratch largely depends on user satisfaction, which can be assessed by such indicators as:
Average time on site Number of views Bounce rate.
To keep users happy, you should pay attention to the following components …
It is not enough to simply attract users to the site. It is necessary for people to be comfortable using it. Improving the usability of a website is commonly referred to as usability work.
Improving usability is especially important for commercial sites, although it plays an important role for content projects as well.
If we talk about some basic things, you need to take care of convenient navigation, a clear interface, readable text and correct color design.
# 2. Cool content.
For informational sites, in addition to good convenience, you need to work on the quality of the content. No matter how cool the design of the site is, no matter how many incoming links to it, if the content does not meet the needs of the user, this resource will always have problems with traffic.
Work on the quality of your content, both in terms of content and design. If copywriters write for you, find the best copywriters and do not spare money on the layout of the article. Even the most interesting, but poorly designed text “kills” the desire to read it.
If you have a commercial site, consider creating a blog and posting interesting content to your target audience. This way you will get a lot of thematic traffic, which you can then convert into customers.
Website promotion cannot be called a simple occupation. But at the same time, nothing is impossible.
The recipe for successful website promotion is simple: you need constant involvement, a competent approach, basic knowledge and a pinch of luck. Of course, if a specialist is involved in the promotion, results can be achieved faster and easier.
That is why I suggest you leave a request for our free consultation, within which I can give you valuable advice and possibly take on your project.