You’ve just launched your new website. It’s beautiful, easy to use and tells potential customers everything they need to know about your business. But that doesn’t mean your work is done. The next step is to jumpstart your digital marketing strategy.
Don’t worry! This might sound intimidating, but it’s actually easier than you think. A digital marketing strategy is just a way to make sure as many people as possible are finding and engaging with your company online. By completing these steps, you’ll be well on your way to making your entire digital footprint look as good as your new website.
Update Your Social Media Profiles
Direct your attention to the accounts that perform best for you. Don’t be afraid to delete accounts that aren’t popular with your customers. Once logged on, make sure your profile picture is standard across every platform. Ideally, we recommend having a professional, high-quality photo or graphic of your logo. All business information, including your new website URL, should also be included.
Now onto posting. Start by planning out a realistic posting schedule. When you write posts, try to share photos or graphics along with content and links to your website. When comments and reviews come in, feel free to acknowledge and respond to them. This engagement builds brand recognition and community with your customers on the platforms they’re already using. That makes them more likely to venture onto your new site.
The Travel Team
The Travel Team wanted their social media platforms to match their new website’s modern, sleek aesthetic. Using high-resolution images and simple graphics, our team helped The Travel Team feature their travel journal content in a visually appealing and approachable way.
Claim Your Google My Business Account
In order for local searchers to find your business online, it needs to show up in the search results. That starts with a Google My Business account. A Google My Business profile populates when searchers either directly seek out your business or place a query for a service or product that you provide. 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 other online listings like Yelp too. Your phone number, address, website URL and hours of operation should be consistent across all of your online listings. Discrepancies could confuse search engines and potential customers.
Start a Digital Advertising Campaign
How do people find your business? Whatever this journey is, it should be as easy as possible for all of your potential customers. It’s important to think about how you can draw in searchers looking for products or services that you offer and make it simple for them to choose you over a competitor. Digital advertising can be an extremely useful tool here.
Digital advertising includes paid social media posts, search and display ads, and video pre-roll. These mediums can be used to target your ideal customers. If they connect with your ads, they’ll be encouraged to take an action. Better yet, digital ads are trackable. That means you’ll know when customers click, browse or buy on your website.
Looking to reconnect with past website visitors, Parkway built a remarketing ad campaign for CME Seminars. These ads appear across various online channels for individuals who previously visited the CME Seminars website but didn’t convert into event attendees.
Lancaster Opera House
After redesigning the organization’s website, Parkway launched a campaign to help Lancaster Opera House reach more potential theater goers with targeting based on online behavior. These ads target local users who show an interest in theater and other live events through their online activities.
Write and Share Fresh Content
A new website is bound to bring you new traffic, for a time. Regularly posting high-quality content, like blogs or product announcements, keeps visitors coming back. Google and other search engines appreciate these efforts, which can help you -–over time— improve rankings in search results. We also recommend sharing this content to your social media channels so your audience has a reason to visit your website.
Email marketing is another way to keep your subscribers up to date on all your latest happenings. Parkway uses Mailchimp because it’s so easy to build newsletters and collect email addresses right on our website. If you think a newsletter or other email campaign is a good fit for your business, create a few email templates and add your new content on a regular basis. Tools like Mailchimp even allow you to automatically send emails when you post new articles on your website.
TechBuffalo already had a newsletter established before Parkway gave its website a refresh. What they didn’t have was fresh content. Immediately, we got to work writing search optimized blog content to generate new traffic and engage with website visitors already on the site. Topics focus on areas that TechBuffalo’s audience could relate to and learn from.
Make Google Analytics a Priority
When you’re actively trying to attract visitors or new customers to your website, it’s important to know what’s working and what isn’t. When Parkway builds a website, we always install Google Analytics. Google Analytics allows you to easily track critical insights including how many people are using your website and how they got there. On a regular basis, we recommend logging in to Google Analytics to see what’s “normal” for your website. These numbers will fluctuate from time to time. Anything from a successful digital ad campaign to a change in your ranking on Google can contribute to these fluctuations.