What is website marketing?
Website marketing can be defined as promoting your business website, getting more traffic and making more impact. It’s really as simple as that! There are a number of elements that make up an effective website marketing strategy, with multiple channels to explore. But essentially, it’s cost-effective, makes the best use of your B2B site, and creates the opportunity to reach more customers. To get more from your website marketing strategy, you should start with an analysis of your existing website — make use of available data to see what is working and what isn’t. Where are your visitors exiting your site? Which pages are slow to load? How long are users staying on your website? Then, establish who your existing customers are. This will help you identify the different groups that make up your customer base and gain an understanding of what they want to see.
Why website marketing is the cornerstone of your digital strategy
You could have the best product in the world — but if your website doesn’t reflect that, you risk losing customers. B2B websites are traditionally static, uninspiring and full of jargon. But it’s important for marketers to remember who websites are for. If your marketing objectives include acquiring new customers, maximizing existing customers, improving your brand’s reputation or enhancing your digital presence, then your site needs to be at the core of everything you do. It helps make your brand more visible, provides 24/7 access to your product or services, and creates a hub of information and content for potential customers to explore.
According to Business Insider, 40% of consumers head straight to search engines to get more information before making purchase decisions. So, ensuring your site is optimized for search engines is extremely important. SEO-friendly sites get the most back from their website strategy. SEO Hacker found that almost 90% of the world’s population only look at the first page of search engine results. And, according to New Media Campaigns, organic SEO is more than five times better than paid search ads. Consider developing an SEO marketing strategy as part of a wider website strategy. This should include:
- Keyword research and implementation
- Creating and posting regular content
- Backlink building
- Using quality images
- Optimizing user experience
The forgotten areas of website marketing
A website needs to be a well-oiled machine. Every visitor is a potential or existing customer, and for your business to thrive in a digital landscape, your site needs to impress your whole audience. Don’t forget to consider these crucial factors that can be make or break when it comes to visitors landing on your site.
UK Web Host Review found that 59% prefer a beautifully designed website. And, 94% won’t trust an outdated website. So, when creating a web marketing strategy, ensure you consider the way your site looks. Is it attractive? Is it easy-to-navigate? Does it look old-fashioned? If users are landing on your site and not being engaged, they’ll likely leave fast — negatively affecting your bounce rate and SEO ranking, and in turn, your online credibility. Don’t forget to create a pleasant and simple user experience — design clear calls to action and ensure gated content is easy to access, with minimal questions to answer or details to input.
Affiliate and social media marketing
According to Sprout Social, 90% of social traffic to B2B blogs comes from Facebook, Twitter and LinkedIn. So, make sure you’re regularly sharing and promoting your site via social. And, Business Insider found that affiliate marketing generates 16% of all online orders. Using platforms and third parties to link through to your brand can really help. Affiliate marketing works as an endorsement, encouraging audiences to follow the link to your website and explore your product or service. Research and build relationships with brands and influencers. A social media marketing strategy ensures brands build a follower base and utilize their own online platforms to drive traffic to your site.
Digital content marketing
Content is King. Be sure to produce high-quality, informative content to get your brand noticed. This could be in the form of online video marketing, webinars and downloadable eBooks. But don’t forget to make use of your website by ensuring your business blog is always full of shareable, engaging content. HubSpot found that organizations with blogs generate 55% more website visits than those without them. And, the more the merrier — according to Traffic Generation Cafe, once you have written 52 or more blog posts, your traffic increases by around 77%. Post regularly, make use of keywords and backlinks, and ensure content is relevant to your audience.
According to WordStream, a typical website conversion rate is about 2.35%. However, top performing websites see around 3-5 times higher conversion rates than average. But how can marketers improve their CRO? The best way to ensure visitors convert is to ensure they are seeing content that they want to engage with. That’s where personalization comes in. HubSpot found that personalized CTAs convert 42% more visitors into leads. Personalization also increases brand loyalty among millennials, according to Smarter HQ. And, Epsilon found that 80% of consumers are more likely to make a purchase from a site that uses personalization. For the ultimate website marketing strategy, personalization is key.
Using digital marketing tools for a more complete strategy
Discover some of our favorite technology to boost your business. At Webeo, we’re big believers in utilizing the latest marketing technology to take your website to the next level. Our leading website personalization software does just that. Webeo creates personalized website experiences for users landing on your B2B site, based on the business IP address they are visiting from. Thanks to a global leading database of business IP addresses, Webeo produces real time personalization for each of your website visitors. Tailor the images, content and language they see, and greet them by business name. Improve CRO, see ROI fast, improve bounce rates, and make your way to the top of the search engine. If it’s time to include personalization in your marketing plan, discover Webeo. Book your free demonstration today.