How Do You Market Your Website?
Recently I was privy to a conversation between two people. One of them complained that they weren’t getting sales from their website. The other person asked, “What do you do to advertise your site? The answer was, “I update the website frequently.”
That pretty much sums up what happens 95% of the time. Whether your website sells products or services or is simply a blogging site, you need to figure a cost effective way to market it. If you build it they will come simply isn’t true. You can have the most expensive website with all the bells and whistles, the latest technology and the reality is…it really doesn’t matter.
YOU HAVE TO MARKET YOUR SITE IN ORDER FOR IT TO PAY YOU!
A close friend of mine made a great analogy. You have your local printer develop the most amazing business card for you. It’s high gloss and printed on both sides and it’s 4-color. It has raised lettering and comes with an amazing business card holder. You also received a great deal on 2500 cards! The case of cards is delivered and you keep it on your desk. You don’t hand them out, you don’t mail them anywhere, you just keep them there. They’re beautiful! Every morning you look at them. Wow! They look great! But they just sit there. No one else knows they exist except for your printer. Maybe you showed your spouse or a friend or two, but they just sit there, not doing anything. The box collects some dust, but the cards look so very cool. Every now and then you take out a card to look at it because it looks absolutely perfect.
BUT NOBODY KNOWS ABOUT YOUR BUSINESS. NO ONE SEES YOUR BUSINESS. YOUR BUSINESS HAS BECOME STAGNANT BECAUSE YOU NEVER HANDED OUT YOUR BUSINESS CARDS. BUT THEY LOOK SO COOL!
Maybe I over-exaggerated a bit, or did I? If you’re not putting an effort into marketing your website, then the scenario is pretty much exactly like the above analogy.
For 18 years I ran The Trickery Magic Shop online. My numbers and traffic for that business never quite reached the goals I set, but we did OK. That website averaged 3000 unique visitors per day and averaged gross sales of 30K per month and an average sale of $165. If a relevant television show aired, our traffic would shoot up to 10K unique visitors per day for several days! Facebook wasn’t even a part of it at that time! So how did that happen?
There isn’t one answer here, there’s many. I marketed the site online as well as print ads in industry magazines. It was email replies with discount codes in the beginning, it was publishing new content almost every day. It was newsletters. It was looking at new technologies that the competition didn’t know about or utilize. It was setting goals and reaching them and then setting new goals. It was thinking outside the box. It was a lot of experimenting and failing, then doing it all again until something clicked. It was work. It was time. It was money. It was fun. It wasn’t fun. It ultimately paid!
How can you kick-start your marketing campaign?