At the time of writing, the pandemic is not yet over and the UK is in its third national lockdown so marketing your website should be high on your priority list.
For some businesses, it may be tempting to sit back and wait for a post-lockdown surge in business, but becoming complacent comes with great risk. More people than ever before are searching for products and services online. This means there is more potential for your business to grow. But, remember, to emerge from this crisis successfully, you need to be proactive with your marketing tactics.
Over 95% of the UK population currently has access to the internet, this equates to 62.1 million monthly users in the UK during 2020. By 2025, this is predicted to increase to 65 million monthly users with 97% of the UK population having internet access. So, if you are not currently using your website as an instrumental marketing tool, you are in serious danger of being left behind.
The spike in online searches presents the perfect time to use your website to future-proof your business and fill your sales funnel. Website analytics are invaluable when it comes to strategic decision making and observing how users behave. Start using your data to discover who your customers are and how they interact with your site. Listen to your customers, develop relationships and increase brand loyalty.
Take a look at what your competitors are doing. To maintain market share and competitive edge businesses must proactively market themselves. The time is now. Start leveraging the power of your website to set yourself up for post-pandemic success. Have the confidence to continue with your strategy in the face of adversity.
How to start marketing your website
1. Consider your offer
The first step towards marketing your website is to explore what changes are possible. You must keep your product or service relevant to your customers. Understanding how the pandemic might have altered your offering is the first step. Have your customers’ priorities changed? The probable answer is yes so it’s time to start adapting and responding to the shift in demand.
The pandemic has limited buying power for a lot of people, paving the way for a more careful consumer. The post-pandemic consumer is likely to be more cautious about where they buy from. With that in mind, post-pandemic marketing strategies need to focus on building trust and value for money.
To start earning trust, offer value to your prospects. Give them a reason to visit your business online, whether that’s through trialling a subscription or new delivery service, free content downloads or special deals and discounts. Think about what you can offer to give your customers additional value. Explore ideas that lead to sales opportunities, keeping in mind what is important to your customers.
2. Make it easy to find your business
If you haven’t already, start using social media to connect with and engage your target audience. It is normally the first point of contact between you and your customers. It’s also one of the most effective ways of directing traffic to your website. Grow your reach by encouraging your customers to share their experiences through photos, videos or leaving reviews.
Paid advertising on platforms like Google Ads or Facebook Business will deliver quick results when it comes to getting in front of your target audience. But, be smart with your adverts – keep them consistent with the landing page, use a straightforward call-to-action and always tailor it to your audience. Again, consider value – consumers seek valuable content that is personal to them. Take into account specific interests, location and demographics. Start by offering a free eBook, downloadable guide or free consultation.
Use email to follow up with your existing customers. Contrary to belief, email isn’t dead when used correctly. Send thoughtful and genuine emails to boost online traffic. As with paid advertising, make your emails personal, segment your audience and take into account their specific interests.
Continuing the theme of cautious consumers and building trust, don’t underestimate the power of reviews and testimonials. People are sceptical when it comes to the quality of a product or service they haven’t previously tried and so hearing from your current customers helps to create a transparent and comfortable communication atmosphere.
And lastly, this should be obvious, but make sure your website and any online listings Google My Business, social media accounts and ad campaigns are up to date with the right contact information, opening times and location.
3. Make your messaging resonate with your target audience
With so many businesses competing for consumer attention in the online marketplace, your brand needs to stand out and get your message across.
Consumers are seeking connection with brands and crave relatable content that shows them their needs are understood. So, rather than producing conventional messages about new products and sales, produce meaningful content that solves a common bugbear or celebrates everyday wins and real life.
Keep an eye out for positive PR opportunities like charity fundraisers or social media challenges. You can get inspiration by looking at what other companies are doing (or not doing). Your competition can be a great source of information and ideas.
But, the most compelling source of inspiration is your customers. Listen to what they are saying, ask them questions, analyse the content they interact with. This is without a doubt the best way to determine what content they want and ultimately produce content they value.
If you want post-pandemic success, these are the key actions to take for marketing your website:
Consider your offer
- Adapt to changing consumer demands to keep your product or service relevant
- Give your customers something that builds trust and shows the value of your business e.g. special deals, offers, trials, downloads, new delivery service
- Keep an eye on the competition
Make it easy to find your business
- Use Social media to connect and engage with your audience
- Consider paid advertising options for fast results
- Create landing pages that resemble your adverts
- Use clear messaging that communicates value
- Tailor your emails to follow up with customers
- Use testimonials to garner reach and trust
Make your messaging resonate with your target audience
- Make your core messaging relevant to the current climate
- Identify opportunities for positive PR messages
- Listen to your audience to identify content your audience actually wants
For help improving or marketing your website, get in touch with us here.