Have you stopped to think about how businesses today rely so heavily on the Internet? Past generations found great success advertising in newspapers, magazines, or on the radio. While those old-school methods still serve a purpose in marketing, they all drive traffic toward your business website! Your website is the greatest tool you have to promote your brand.
What Is Website Marketing?
Think of your website like a candy store. Your outside marketing strategies should be directing your target audience to the storefront, but not trying to sell you on a particular piece of candy right away. The store itself (your website) does the rest of the promotional work to build relationships and land new clients.
Basically, website marketing is the process of attracting visitors to your website where you can promote your brand! And after new visitors arrive, they browse through your carefully crafted web pages to become familiar with your service style.
The gold standard of website marketing is ending up on the top of Google’s search results. By carefully crafting the content on your site, optimizing for SEO, and posting regularly on social media, you improve your chances of turning up in a broad Internet search.
How Can You Use Your Website to Promote Your Brand?
There are a bunch of ways to promote your brand using your website. Even if you already have a developed website—complete with informative pages and stellar imagery that you feel good about—odds are there’s more you can do to showcase your brand.
Have a look at seven tips to promote your brand on your website and truly stand out from other businesses in your niche.
Bring Your Brand Image and Identity to Your Website
A true sign of a well-developed business is consistent branding across platforms. Think of any of your favorite brands (besides your own). They all feature commonalities across platforms—so you know it’s them when you see them!
There are a few brand consistencies that should be carried throughout your business website (and beyond):
- Logo
- Colors
- Imagery (content and style)
- Tone
- Font
Let’s say that a visitor finds your website through social media. It would be off-putting if your website’s appearance didn’t quite sync up with your social media posts. Even slight inconsistencies will announce to your audience that you don’t yet have your ducks in a row!
Implement SEO Strategies To Help Promote Your Brand on Google
No matter how beautiful or professional your website is, it can only reach its full potential when you leverage search engine optimization (SEO). SEO means using strategic language across your website to increase your odds of ranking high on Google (or any other search engine).
What is the best language to use on your website? Try using the voice of your target audience!
Write out a list of phrases your potential clients might use to find you via search engine. You can feature one phrase for each page of your web content to increase your chances of being noticed.
For example, if your business offers research management services, you might try keywords like, “manage my research,” or, “professional research assistance.” Use the keywords your target audience would type into their search bars to maximize your SEO.
Promote Your Brand with a Blog on Your Site
Sure, maintaining a blog is a lot of work. But the benefit of having someplace to feature consistent new content is priceless for your brand. Your blog should answer questions for your visitors (not brag about your business achievements). The educational aspect of a decent blog will make your business soar.
Your blog is also a great place to focus on SEO. Each of your blog posts should feature a searchable keyword to attract visitors to your website. Just remember that your blog posts should promote your brand (with matching tone, fonts, and imagery) just like the regular pages of your website.
Encourage Visitor Engagement
Bear in mind that your business website should be dynamic and interactive. Not many potential clients (for most service-industry niches) want to hang out on a website with endless things to read and no place to respond or have a voice.
You can foster visitor engagement with something as simple as a visitor survey or live poll. Or feature helpful videos about topics in your niche, then leave a place for visitors to comment or ask questions beneath it.
And be sure to add links to your social media accounts so your visitors can participate in conversations across platforms. The “like” buttons on your social media pages have a way of empowering your potential clients, as well.
Related: Delivering an ROI in Social Media
Create and Participate in Online Events To Promote Your Brand
Your visitors want to confidently know that you are the solution to their problems. A great way to prove your value is to offer online learning events. This can include webinars or virtual courses pertaining to your niche.
While tying in your business’ services is normal and harmless (in moderation) the topics for your online discussions should really cater to your audience’s curiosities.
For example, if your business manages social media posts for other businesses, you could host a webinar about cropping and filtering the perfect photographs for Instagram. You can subtly promote your brand and advertise service packages along those lines during the webinar!
Embed Your Social Media Into Your Blog, and Add Profile Links to Your Site
It is essential to intertwine your business platforms to strengthen and unite your brand. It looks confusing to your target audience when social media pages have no mention of a website, or blog pages boast no mention of social media pages. These things go together in the business world!
For B2B businesses, you should especially work to promote your brand on LinkedIn, Instagram, and Facebook. When business owners search for services that will help them boost their business, they turn to those platforms more often than other modes of social media.
Of course, you can tweak your social media targets based on your exact business niche. (For example, B2B businesses that produce imagery for their clients might want to leverage Pinterest in addition to the other suggested platforms.) More marketing locations work just fine, as long as your brand remains consistent throughout!
Consider Partnering with Another Brand or an Influencer
Think of business services that closely relate to your niche without matching or overshadowing it. Partnering with similar brands or voices in the industry can work wonders for website traffic.
If your business provides IT services, you could partner with a tech brand to coordinate package deals with their customers. Your presence sweetens the deal for the business selling technology and guarantees a steady stream of clients will hear about you each day.
An influencer or social media personality can have a similar impact on your business. Consider paying an influencer (with your target audience in mind) to promote your brand and chat about your services. Then watch the traffic come rolling in!
There are many great ways to promote your brand and grow your business online. Stay calm and consult this blog post when you’re ready to tackle your website marketing!
Want to promote your brand without the stress? Fractional marketing services could be perfect for you.
