EP 10 – The Ultimate Website Planning Guide Part 5
Welcome to the final part of our ultimate website planning guide. In this part of the guide we are going to wrap it up by covering the last 3 items on our list and those are:
- Developing a website marketing strategy
- Assembling your website content
- And finally launching your website the right way
So let’s get stuck into these items by starting off with developing a website marketing strategy.
Developing A Website Marketing Strategy.
In order to perform online you will need a website marketing strategy that covers off on several key aspects. Those aspects are:
- Personal Branding
- Content Marketing
- Search Engine Optimisation (SEO)
- Social Media Marketing
- Email Marketing
So let’s look at these 5 items a little more in depth.
It is becoming increasingly important in an online world to become connected with your end users. This is hard to do as a business, company or organisation as these are often seen to be faceless. By building your personal brand you can effectively build additional awareness for the business entity through more personalised actions including networking, podcasting, blogging and videos.
How can you better promote your personal brand alongside that of your business?
Content marketing has so many great avenues available to a modern business owner. You only have to go back 20 – 30 years and you would see that a lot of the platforms we now have and take for granted cost thousands of dollars and required huge amounts of expertise. These days we effectively carry a tv studio, radio station, photography studio and newspaper in our pockets with the modern mobile phone.
By utilising content such as video, audio, photography, and written articles we can very quickly build and develop both our personal and business brand. I usually recommend that if your going to start publishing any content there is no hard and fast rule about how often or how much content. The only important thing is consistency, Don’t start a blog this week and write daily if next week you are not publishing anything.
What types of content and media can you leverage to grow your business online?
Search Engine Optimisation (SEO)
SEO is important to a modern website and whilst your website designer may have completed some basic on page SEO when the site was built that doesn’t mean it’s complete. SEO is something that needs to be well thought out, well planned out and well implemented. It can be done in house and by all means when you release new content make sure to think about the SEO for it.
Often websites fail because people forget to keep on top of SEO. I highly recommend speaking to an SEO specialist about developing a strategy for your website. You can always implement the strategy or aspects of it yourself but speak to someone who understands SEO. Also don’t forget to make sure you are discussing SEO not SEM or search engine marketing. To be bluntly simple SEO is making your content and keywords work for you to boost your page rank organically, SEM on the other hand is about artificially boosting your ranking with things such as paid advertisements and boosted posts. In my experience if you do not have an amazing SEO strategy, SEM will simply be a waste of money and in most cases even with amazing SEO is a waste of money.
Social Media Marketing
Social media marketing like the SEO above comes in two flavours organic and paid. Go back a year or two and paid facebook advertisements worked great. These days you are effectively wasting your money on paid post boosts and advertising. You can however build your online value and reach with free content posts and creating groups where your clients can congregate to ask questions and grow their business.
To give you a basic tip the only really effective paid advertising that is producing results lately are remarketing or retargeting advertising. Whether its on google and search engines or facebook you should see a better ROI by utilising this type of marketing then any other paid advertising currently available, In saying that this could change in an instant so make sure you research things before jumping in.
Whilst it has been around quite a while and of course many people have been burned with spam and junk mail. Email marketing that provides value and quality content is still well received in general. There are a few rules to follow to make sure things are being done correctly such as making sure there is an unsubscribe link, there is nothing worse then receiving email spam about events and product launches that you are not interested in and can not unsubscribe from. Secondly make sure you are effectively giving away the farm when it comes to content, by this I mean and I quote a good friend of mine “if you publish something great and think your giving away all the secrets then you are on the right track”
Email marketing has become quite advanced with multiple list options, automations, tagging and much more meaning you can now target very specific people with very specific emails.
How can you utilise email marketing to grow your business?
Assembling Your Website Content
When it comes to creating quality website content there are a few key steps to look at. Those key steps are as follows:
- Identify your USP (Unique Selling Proposition)
- Target your ideal client
- Include the essentials
- Write amazing SEO friendly web copy that wows
- Use appropriate language
- Develop a schedule for regular content
- Measure and track performance
Identify your USP or Unique Selling Proposition
What makes your business the one that your customers just have to deal with. What makes you unique and why do people keep coming back to purchase over and over. Once you know this you will of course know the secret to promoting your business. We did touch on this back in an earlier part of the series.
Target your ideal client
Back in an earlier podcast we looked at developing your ideal client profile. Now its time to write and create content that appeals to that ideal client in every way. Create your content and then put yourself in your clients shoes and see if it appeals to you. Better still ask one of your clients to read it for you.
Include the essentials
When creating content for your website make sure you take care of all of the essential information your clients need. This includes your company blog, premium content such as ebooks, product information, testimonials, contact information, etc. This list could go on for hours but simply remember if your client is likely to need to know it then it needs to go on your website.
Write amazing SEO friendly web copy that wows
When writing your content keep in mind the keywords and phrases you want to rank for. Make sure that as a minimum you write 300 – 350 words and include quality content such as statistics, research and quotes from reputable sources. Make things interesting and remember if you wouldn’t read it then why would your website visitors.
TIP: don’t forget to proofread and spell check everything you create content wise.
Use appropriate language
When writing for your target audience make sure you use a language they will understand. Make sure not to write in technical terms that your audience wont understand and use plain English terminology.
Develop a schedule for regular content
There is no point writing content and releasing it randomly. Simply set up a content schedule in your favourite calendar application. This will allow you to make sure that you are consistent when it comes to publishing regular content.
Measure and track performance
There is no point publishing content whether it be regular web page content or blog posts if you are not measuring and tracking the results. Make sure you have analytics software turned on for your website this will help you to see what content is working the best for your website and your visitors.
Launching Your Website The Right Way
Finally your site is built and it’s time to launch. But how do you go about launching your website the right way. There are a few things to take into account when launching your website and they are as follows:
- Make sure you have at least 3 – 5 pieces of high quality content written for your blog.
- Give your website visitors and opportunity to sign up for your newsletter or content updates.
- Make sure your website has a sitemap and that it has been submitted to search engines.
- Learn the basics of SEO so that you can make sure your future articles are on point.
- Install Google analytics tracking so that you can measure the success of your content and your website.
- Make sure your site is submitted to the search engines.
Once you have ticked off those items you need to work out when the best time to launch your website to the world. I usually recommend doing this during off peak times such as at night so that if there are any issues you have time to correct them before the next business day. You could also launch on a weekend.
Tip: when launching your website make sure to share it on your social media channels etc so that you can have effective amounts of traffic visiting your site.
This concludes the series and I hope you have learned a lot from listening to the podcast or reading the articles. If you have any questions or need assistance please feel free to reach out and I will do my best to answer or assist as soon as possible. Until our next podcast or article may all your online connections be prosperous.