All new websites and most existing sites will benefit from some basic Marketing. Fundamentally, this is a process of building links to your website. There are many ways to do this. Some of the best links are free, but require an expenditure of time and effort to arrange for them. Others are paid listings in directories similar to old-fashioned yellow page advertising. Professional journals, local business flyers, and chambers of commerce are all good sources of advertising. The best of them will combine print and online exposure. If you have a sales team, have them encourage your satisfied customers to link to your site via theirs or on social media.
Isn’t SEO enough? Should I use ‘Paid Search’?
Pay-Per-Click advertising or PPC is a valid way to build an immediate audience. In fact, Paid Search integrates very well with the SEO work that we should have already done. Paid search utilizes keywords in a similar way that SEO does. The biggest difference is that your visibility is dependent on the price bid. The bid is ranked and displayed on a search result page, and you are charged the bid amount every time someone clicks on it.
Other forms of PPC advertising are for Display Ads, where a graphic element is linked to your content. Generally the advertisement and the content would compliment each other so that the leading message contained in the ad draws an expectation of the content on the page. Display advertising like this is generally offered on high traffic sites like newspapers, magazines or membership sites. Depending on the nature of your business, there may also be opportunity in professional journals or other topically relevant websites.
Marketing is driven by your budget, so tell me what we have to work with and how many of the options provided sound relevant:
Now that we’re done with the marketing discussion, let’s move on to Analytics so you can get the most from your investment.