01 Jun How to maximize exposure for a new website in seven steps
It’s been proofread and tested on all mobile and desktop devices, now your brand new website is live – what next?
Hurrah, it’s finally visible to the public and you have an open door to the masses but how do they find you? Follow the seven-step checklist designed to maximise the exposure of your new website.
It may have been an anxious period and time over the past few weeks has appeared somewhat compressed but all the effort, blood, sweat and tears are about to pay off.
Integrate your entire marketing arsenal
Your website is not meant to be a standalone entity. Imagine the staff structure of a company. Your website would be a middle management or senior manager in terms of hierarchy but it couldn’t possibly do its job without the support of every team member at ground level. Your website’s role is to make best use of coordinated efforts to drive activity towards its performance goal for the ultimate boss –company profits and customer loyalty.
Of course, not every day will be plain sailing. There will be ups and downs with the team members but each individual plays their part.
Your website must absolutely link with all other forms of communication within the business – internally and externally. Follow the seven easy steps below and your website will benefit from increased exposure.
Step 1: Maximise your website exposure on social media
Social media is massive and one or two key platforms will contribute to generating exposure and leads for your new website.
Depending on whether you attract a business to business (B2B) or a business to consumer (B2C) audience and whether you operate an online business or venue will depend on what social media activity is right for your business – we’ll come to that in another article.
A quick win is to share the home page link of your new website on each of your social media profiles. Be sure to check that a suitable image auto-generates from the link (it isn’t guaranteed to work and is often overlooked). Include industry and geographical hashtags where relevant. Twitter, Instagram and LinkedIn especially benefit from the use of hashtags. Never over use hashtags on LinkedIn and limit the usage on Twitter to three or four. Instagram on the other hand … fill your boots!
It will take a little more time but it’s well worth drafting a short write up about your new website and publishing it as a LinkedIn post article. Include company benefits and what’s in it for visitors who take a look. Three or four paragraphs is all you need along with an image and a catchy title – and the link to the website!
If you need help with content for your social media, have a chat with the friendly bunch at Market Avenue, they’ll be more than happy to help.
Step 2: Share news of your new website to your email list
As long as you adhere to GDPR requirements fire an email off to showcase the good news.
Keep it short and conversational and include genuine reasons as to why people would want to view your website such as:
- An e-commerce platform
- New interactive features now available
- A limited offer
- Exclusive access
Whatever the reason, it needs to be more than a simple ‘here it is’ announcement.
If you have a large data list to email it would be wise to spend a little time reviewing the people/companies to see if any segmentation needs to take place. Your breakdown could be of existing and lapsed customers, gender, or geographical location.
In order to comply with GDPR, in simple terms, the recipients on your email list need to have double opted-in to receive communication from your company. If you have a feasible and legitimate reason to contact existing customers then you should be covered.
Step 3: Repetition and easy access with every single email
A great way to encourage visitors – new and old – to check out your website is to add a link to your standard email signature. This can be in the form of text or a graphical representation but make it stand out – at least for the first month.
After the initial launch, change the signature to something more generic but maintain the website link and encourage people to click to find out more, read a blog, or learn the latest news.
Step 4: Get on Google
Google loves businesses to use its services and as the largest search engine in the world its existence is to connect people to relevant information.
Register your company details at Google My Business and complete the information fields. You have the opportunity to upload images and video and, more importantly, you will be able to list your business on the map – highly important if you have physical premises.
A Google My Business listing will enable you to attract product and service reviews and provide a valuable backlink to your new website.
Step 5: Capitalise on print and direct mail
It may seem obvious but websites are often missed off business cards and letterheads. Review your printed business materials – essential stationery and promotional literature – and check that the website URL is clearly visible. If not, a reprint is a good idea.
Did you know our friends at Panda Press offer free bespoke printed notepads when you order letterheads and compliment slips? The perfect deal to promote your new website to clients past, present and future.
Despite the dominance of digital, direct mail is far from dead. Think about sending a postcard to your database. A new website is a great chance to let people know you are still here. In fact, investing in a new website, particularly if it’s an ecommerce website, will subtly spread the word that business is good and your company is stable.
Step 6: Send a text or personalised message
Mobile is booming. Whilst email inboxes are spammed and online banner adverts intrusive, the simple text message is almost guaranteed be read.
If you have mobile numbers as part of your customer data (GDPR compliant) ping a quick message announcing the website launch.
Our colleagues over at Office Prime Solutions have a super bit of kit that allows you to send text messages quickly and cost-effectively. SMS marketing is underused and makes for a viable way to reach your customers.
And if you’re social media savvy and use Messenger – there lies another great way to instantly connect with customers to share the latest news.
Step 7: Shout out to the media
Draft a short press release about your website and contact your local newspaper, community magazine or industry publication.
This step may not be relevant in all cases because local consumer media and the trade press require newsworthy content and a website launch on its own may need more substance.
If the functionality of the site is improved as well as the benefits offered to visitors, or the launch ties into company growth, new employees or contract wins then you have a decent story.
You will need to include a high-resolution photograph and contact information. Remember, the media like facts and figures and a genuine quote from someone senior who is relevant to the story.
Think carefully about your message
There you have it. Seven simple steps to increase the exposure of your brand new website. Most businesses will only go to the effort of two or three methods of publicity. Implement all seven and you’ll be a cut above.
Incentives and benefits to tempt visitors to your website are important. What can you offer them that sets you on a higher pedestal than the competition? Can you offer a discounted service, an improved level of service, or perhaps a freebie in exchange for feedback or details registered?
You’ve done the hard work don’t let it be for nothing
It’s important not to become complacent with a new website. They need to continuously progress to support the development of the business. Plus, search engines need to see that websites provide a good experience for visitors. This translates to regular new content, easy navigation and healthy traffic.
If you need help to plot a progressive plan for your website, get in touch with the TukTuk Creative marketing team and let’s take your brand on an ever more inspiring journey – ping an email today.
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