Making the most of your new website

Advertising

You just built a new website for your business. It looks great, it’s easy-to-use and it lets potential customers know exactly what your business is all about. Think it’s time to kick your feet up and let your website do the work? Not so fast.

Now, you want to make sure as many people as possible are finding and engaging with your company online! While “digital marketing strategy” might sound scary, it doesn’t have to be a big deal. There are a few small things you can do to make sure your entire digital footprint looks as good as your new website.

1. Revisit Your Social Media Profiles

Log on to your Facebook, LinkedIn, Twitter and Instagram accounts. Make sure your profile pictures (most likely your logo) are professional and high-quality. Is your website URL correct in your profiles? While you’re at it, think about whether you’re really using each of these platforms to connect with customers. It’s okay to delete a few to focus your energy on the accounts that offer the most return on your investment.

Once your profiles are up-to-date, create a plan for posting regularly. Share photos (or cool graphics, which are easier to make than you might think), post links from your website, and respond to comments and reviews. Engaging with customers on the platforms they already use is a great way to build your brand online.

2. Update (or Claim) Your Google My Business Account

When people in your neighborhood search online for businesses like yours, you want your company to show up in the results. A big piece of this is making sure your Google My Business account is up to date. Parkway’s complete guide to creating an awesome Google My Business listing will walk you through every step of claiming your account if you haven’t done so already.

While you’re at it, claim your Yelp account too. Your phone number, address and hours of operation should be consistent across Google My Business, Yelp and Facebook so you don’t confuse Google or customers.

3. Think About Your Customer’s Journey

How do people find your business? How can you make it easier for other potential customers to find you? Think about how you can draw in clients who might be looking for the products and services you provide but haven’t heard of your company yet. If you need help defining your specific customer journey, these four steps might help.

Digital advertising, including paid social media posts, search and display ads, and video pre-roll, is a great way to encourage people through their customer journey. One of the things we love about digital ads is how easy it is to track customers as they click on your ad, browse your website and buy your product.

4. Plan for Creating and Sharing Fresh Content

Keep website visitors coming back with new content, whether it’s regular blog posts or new product announcements. Google (and other search engines) love fresh content too! Build a process for sharing your new content to drive followers back to your website. We love sharing our latest blog posts on Facebook, Instagram, Twitter, LinkedIn and Google Posts.

We have a regular email newsletter too, which keeps our subscribers up to date on our latest projects and best blog posts. To share updates via email, we use MailChimp because it’s so easy to build newsletters and collect email addresses on our website. Create a few email templates and drop in updated content every week or month. You can even use MailChimp to automatically send an email when you post a new article on your website.

New to email marketing? These 15 tips are a good place to start.

5. Keep an Eye on Google Analytics

When we built your website, we installed Google Analytics, which tracks how many people are using your website and how they got there. Checking in once in a while gives you an idea of what’s “normal” for your website. While these numbers will fluctuate, big swings can indicate something like a successful digital marketing campaign or a change in your rankings on Google.

When you’re actively trying to attract visitors to your website, whether to learn more about your business or purchase a product, it’s good to know what’s working. Google Analytics allows you to track overall traffic, as well as goals, such as contact form submissions or e-commerce purchases.

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