The Internet Isn’t a Field of Dreams

Just building a website isn’t enough. Posted on Thursday, August 31 in Making Your Marketing Work.

The Internet Isn’t a Field of DreamsIf you’re looking to launch a new website for your local business, you’re on the right track. Establishing an online presence is a great way to retain customers and grow a following. The trouble is, Shoeless Joe Jackson isn’t going to show up just because you hit “publish.” Even if you put a lot of effort into making an awesome website, a lot more needs to be done before you see real results.

There are literally hundreds of new websites created each day, so you have to find ways to promote your site so your target audience can find it. To launch a website that gets traffic and brings real results for your local business, you need a long-term plan that includes strategies for SEO, content marketing, and social media engagement.

Search Engine Optimization (SEO)

Having a website that ranks highly in Google search results will help interested consumers find your site in their moment of need. There are many things you can do to improve your ranking.

For starters, do a content audit of your site. Make sure you don’t have any duplicated content—a lot of businesses will copy and paste content to other pages on the site, which will result in a penalty from Google. Secondly, do some research on the kinds of keywords that your target audience is searching for and use those in your site content. Place keywords throughout the content (especially within the first 100 words) as well as in the headings and subheadings of each page.

Content Marketing

While the first thing that comes to your mind may be blogging, content marketing is any form of valuable online material that can be shared. In addition to blog posts, content marketing includes videos, infographics, eBooks, photos, and more. Regularly posting new, keyword-driven content that is appealing to your target demographic will help you get people to engage with your brand.

Focus on creating content that is original and compelling so that it encourages consumers to share it with others—turning your followers into brand promoters is one of the most effective ways to build a following for your website. Be sure to add a subscribe button so that they can stay informed of anything new and so you can start building a contact list.

Social Media

Social media is the online version of a town square, and you are the town crier. Focus on building a following for your business on popular social platforms like Facebook. If you already have a decent following on social media, you’re halfway there. The next step is to get your social audience to become part of your website’s audience. The best way to do this is through content promotion. Each time you create a new piece of content, share it with your social media followers. Just be sure content takes visitors to your site. For example, if you upload a video or infographic directly to Facebook, people won’t need to go to your website to view it.

We Can Help

If you need any help setting up a promotion plan for your website that brings real customers to your local business, our team of digital experts can help. We have access to national data that can help you target the right local consumers. Contact us today to schedule a free consultation.

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