How to drive people to your website: SEO, Social Media and Digital Marketing for beginners

By Andrew Moon, Marketing Project Coordinator at Oxford Innovation

When you create a new website for your existing company or for your new business, you automatically expect people will visit it. However unfortunately this is not the reality and it’s not as simple as pressing a button. Companies regularly compete for the same customers and to get people’s attention you need to work hard and offer more than just a new page.

Below are five top tips to improve your website performance;

Blogging – If you have helpful, interesting information that could be offered on a regular basis, a blog could be a fantastic tool for you take advantage of. Simple to set up you can base content around anything and everything to do with your business. Whether it be; questions from your customers, new products you are launching or advice a blog can be an effective to in helping you get better listings on search engines and increase your web presence.

Mailshots – Someone visiting your website for the first time may be looking for something you are yet to stock but that does not mean that the opportunity has gone. If they are interested in your company and other things you offer, they could be willing to sign-up to a newsletter.

If you start to build a mail list of potential customers from the start, you have the additional opportunity to contact them when you have something new to offer. You could even use it for company news, blog updates, product promotions, offers and events. All of which will help pull customers back to your site and away from your competition.

SEO – Search Engine Optimisation is a key step in making sure that when people search for your company they can find it. So think about what your ideal person will be searching for to find you on google and use this as your key word focus. Ensure that these phrases and words feature on your pages, and use your Content Management System’s SEO tools such as; Tags, Keywords, Meta Description, etc, to make sure you are listed where you need to be.

Social Media – Does your target audience use social media? If the answer is yes, then you may want to set up a social media presence on specific sites. HOWEVER… Please don’t take this decision lightly. Social media profiles can be very time consuming and if your customers are not using them it could end up being more of a hindrance and less beneficial.

While social media is a commitment the leads that arise from social media have a high conversion rate because they already have an existing relationship with your brand.

Test & Adjust – Web Analytic software enables you to see how your website is performing and how users are finding it. When you start your website ensure that you have analytic capability added to your website and ensure you check reports on a regular basis. If people are leaving your website on a specific page or joining on a specific page you may need to change or adapt aspects of your website to encourage your desired behaviour. You can find out what is popular and what you are doing right and wrong.

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