31 Jan

Posted by Lorna Casswell

If you’ve taken the opportunity, time and budget to get your company website up and off the ground, the likelihood is now you need it to start working for your business. It’s possible your website needs to deliver leads, sales or enquiries, and it’s most probable it needs to start delivering these things, fast!

In this post we talk through just some of the things you need to consider when it comes to marketing your new website to help make your campaigns as successful as possible.

Priorities
First things first – you need to think about what is most important to your business, and your website marketing plan then needs to reflect this.

For example, it’s possible your website has to start featuring blog posts and new content immediately, if this is the case you need to focus on creating, posting and sharing content. You may look at creating a calendar to remain on track, and to make sure wider expectations are met.

It is more likely that your new website needs to start driving conversions, whether it’s in the form of a sale, form submission or quote request. If the site needs to deliver these conversions fast this needs to be considered when choosing your marketing channels. Pay per Click (PPC) advertising would be perfect in this instance; your ads could be showing on Google search results in a matter of hours, and sales or conversions could start rolling in almost immediately.

Either way, understanding what is most important first, and making sure your new website marketing plan fits these goals, will lead to higher success rates (and minimum disappointments) further down the line.

Budget
Even if your website is brand new, and you have no past performance data, you are still going to need a budget to support the marketing effort for your website. Using any data you have on customers, or potential customers, will help you come up with a marketing budget.

It is also worth knowing there are tools available to digital agencies that enable us to provide forecast estimates on what a monthly budget might deliver in terms of traffic volumes.

When running new campaigns you should consider staggering the budget you have available. In the first month of a new campaign you may spend less than in the fourth month when you have more data on hand that will allow you to make more informed decisions.

Measuring Success
One the biggest advantages of digital marketing is it’s all track-able, and it’s essential that right at the beginning of any online marketing campaigns tracking is fully enabled via tools such as Google Analytics. Only when tracking is enabled are you able to see which digital marketing channels are driving the best results for you.

Tracking Success on Your New Website

Tracking means you can see everything from what items were bought to when the most profitable times of day are for your business. Digital Agencies can set this up for you very easily.

Choosing from the many Marketing Opportunities Available
There are tons of ways to market your website online, and you may struggle to decide on what’s going to be best for your business.

If you are asking agencies, or consultants, to pitch for your business you should ensure their proposals are completely clear. Be sure to know which channel is mostly likely to deliver the results you need, and be clear on how some types of online marketing work to support others. For example, a PPC campaign might drive sales immediately and this could be complemented perfectly by an email campaign. However a search engine optimisation (SEO) campaign might take longer to get running, but once it’s in place will become a constant driver of ‘free’ traffic.

About STAR Digital
We know there’s a lot to think about when it comes to getting the most from a new, or even existing, website. We also know you need to be able to see real results from real data and that is why we make data-driven decisions, coupled with taking a necessary creative approach, in order to help make your digital marketing campaigns both successful and memorable.

If you’d like to have a chat about marketing your website, then why not get in touch?

 

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