In today’s digital age, having a strong digital presence, i.e. online web presence, has never been more important for businesses. Digital presence refers to the impression you make on your target audience on the World Wide Web (WWW) – the “Internet”. Marketing is the key.
A well-designed website with great content and SEO:
A well-designed, aesthetically pleasing website with great content and excellent search engine optimisation is an extremely strong marketing tool, a marketplace where internet users can find all your services and products under one roof. However, you cannot rely on your website’s content and SEO alone to make search engines and internet users aware of your presence on the Web. It is crucial to effectively market your website, services, products, etc., through other digital media and platforms to increase your digital presence and direct traffic to your website.
Social Media Marketing:
Market your digital presence on social media platforms such as Facebook, X (previously known as Twitter), Instagram, etc. Social media platforms act as a gateway for potential visitors to discover your website and explore the valuable resources you offer. By utilising the popular channels that suit your business best and consistently posting value-adding and engaging content on these platforms, you can significantly enhance your website’s visibility, ultimately attracting a larger influx of visitors, and significantly increasing your digital presence.
The choice of social media platform for marketing your business, whether it offers services or products, depends on various factors, including your target audience, industry, and marketing goals.
Here are some popular social media platforms and recommendations for different types of businesses:
- Facebook has a large and diverse user base and is recommended for almost any type of business
- Instagram is highly visual, making it ideal for businesses that showcase their offerings through images and videos. This platform is popular among younger demographics.
- X (previously known as Twitter) is a platform where trends and news spread quickly. It is recommended for businesses that want to engage in real-time conversations and share news or updates.
- LinkedIn is focused on business and professional connections, professional services and networking. It is excellent for building relationships and establishing authority in your industry.
- YouTube is recommended for businesses that can create video content and is excellent for product demonstrations, tutorials, and storytelling through video. Although it is primarily known as a video-sharing platform, YouTube also functions as a global search engine to find specific videos, channels, or content related to users’ interests.
- TikTok is known for its short-form video content and trends, ideal for creative and engaging marketing campaigns targeting younger, trend-focussing target audiences.
- Snapchat is recommended for businesses targeting a younger, tech-savvy demographic. It offers unique ad formats and features for engaging a younger audience through images and short videos.
- Reddit is ideal for businesses in niche industries or those looking to participate in specific topic communities, where they can engage with highly targeted audiences.
- WhatsApp and Messenger allow for direct communication with customers, making them valuable for customer service and engagement.
The effectiveness of your social media marketing strategy depends on how well you understand your audience and tailor your content accordingly. You can consider using a mix of platforms to reach different segments of your target audience.
As part of the WeaverWorx website design offering, your web designer will assist you with the setup of your Facebook, X, Instagram and LinkedIn account(s). This includes creating a new account, adding bio info and creating a cover image, or updating the bio info, logo and cover image on your existing account. This offering does NOT include posting content or ongoing profile management (such as responding to customer reviews, etc.).
Blogging:
Blogging is another powerful marketing technique to improve your website’s ranking. Blogging allows you to showcase your expertise, address common pain points, and establish yourself as a thought leader in your industry.
Ask your WeaverWorx website designer about creating a blog page for your website. It not only drives organic traffic to your website but also increases the chances of other websites linking back to your content, i.e. creating backlinks on your website, which is a crucial factor in search engine rankings. By regularly updating your website with informative and relevant blog posts, you not only captivate your audience but also help search engines recognize your website as a credible source of information.
Guest Posting: Write and publish articles on other reputable websites within your niche, including a link back to your website. This also helps you build backlinks, and convince the target audience and search engines of your website’s authoritativeness.
Newsletter:
Consider implementing a newsletter to foster a deeper connection with your audience. Newsletters provide a direct line of communication, allowing you to share exclusive content, updates, and resources with your subscribers. By offering valuable insights and solutions, you can position yourself as a trusted authority in your field, further boosting your website’s credibility.
Ask your WeaverWorx website designer about incorporating a newsletter for downloading from your website.
E-Mail Marketing:
E-mail marketing is cost-effective (as opposed to printed materials and postage), has a wide reach which makes it an efficient way to connect with customers, allows for personalised messages and offerings, and encourages recipients to engage with your brand through calls to action, such as clicking on links, downloading resources, or making purchases. It can also be integrated with other marketing efforts, such as social media and content marketing, by driving traffic and engagement to those platforms. Automated tools allow you to send e-mails in bulk at specific times or in response to certain triggers, saving time and ensuring timely communication.
Business Profile & other Local Listings:
If you own or manage a business, it is strongly recommended that you create a Business Profile on Google Search and Maps at no charge. After verification of your connection to the business, you can add or edit information such as images, business hours, service offerings and products directly from your Business Profile wherever it appears on Google Maps. Your customers who made use of your services or bought your products can leave reviews on this listing. Good reviews attract potential customers to your website.
As part of the WeaverWorx website design offering, your web designer will assist you with the setup of your Google Business Profile. The Basic Setup includes your business name, description, contact details, uploading photos and logo, and service categories as provided by you. This offering does NOT include posting content or ongoing profile management (such as responding to customer reviews, etc.).
Also, check for other local listings in the area where you operate or deliver services or listings in the same niche industry, where you can register your business.
Listing your business ensures that search engines and internet users can easily find your business on the WWW.
What and how should I market? (the basics)
Please be aware that WeaverWorx designers do not take on the task of marketing on behalf of clients, as specialised marketing is not part of our service offering. Our business is to create your most important marketing tool, the first stepping stone towards your marketing strategy – your website. However, we can share a few tips about introducing your website, and the content thereof, to the marketing world, using your website as a springboard.
- Introduce your website: Your Weaverworx designer will include “share buttons” on your website which enable you and any one of your visitors to share webpages, blogs, services, products or images directly from your website to social media. Each shared post will create a link back to your website.
- Promotions: Make customers aware of your specials and promotions, your latest products or new services, social events or charity events that your business is involved in – in short, anything relevant to your business and website that users may be interested in.
- Share your information in community groups: Posting only on your own social media page will not have the desired effect. Find social media groups and communities in the areas where you are delivering services or products that allow advertising on such groups, and make sure that you share your website URL or social media handle where permitted.
- Engage with your clients: It is of the utmost importance that you answer comments, complaints and reviews that clients leave on social media, e-mail, business listings and blogging platforms. Thank your clients for their reviews. Your clients should know that they are an important part of your business. Communication is the key.
- Call to Action (CTA): Include clear and compelling CTAs that guide visitors toward desired actions, such as signing up for newsletters, requesting a quote, or making a purchase. As part of the website design process your WeaverWorx web designer will include certain CTAs in your website, but these can also be included in your social media platforms.
By seamlessly incorporating these marketing techniques, you can enhance your website’s visibility, attract a larger influx of visitors, and ultimately improve your rankings in browser searches. Take advantage of the power of social media, engage your audience through compelling content, and establish yourself as a reputable source in your industry. The digital landscape is constantly evolving, and by staying proactive and adapting your marketing strategies, you can achieve remarkable results for your website.
Should the above endeavours not have the desired effect, it may be time to call in the assistance of a professional marketer of your choice.
Important: The Protection of Personal Information Act (Act No.4 of 2013)
This Act, also known as POPIA, applies to the processing and recording of personal information gathered from individuals, and places several restrictions and requirements on online marketing systems to protect the privacy and personal information of individuals: Examples are the requirement of consent by individuals to receive online marketing material, opt-in/opt-out mechanisms, restricting the purposes that information collected from clients may be used for data security, etc. It is crucial for businesses engaging in the type of marketing where clients are engaged directly, such as via e-mail, WhatsApp groups, etc., to familiarise themselves with POPIA’s requirements and take steps to ensure compliance.
Please note that WeaverWorx designers are not practising legal consultants and therefore are not qualified to give legal advice in the above regard. If necessary, please seek the assistance of a professional legal firm.
Monitoring and Analysis:
Remember that improving your website’s browser ranking is an ongoing process. It takes time for search engines to recognise and reward your efforts. Regularly tracking your website’s performance using tools like Google Analytics and Google Search Console helps you identify what is succeeding in directing traffic to your website, and what needs improvement. Speak to your WeaverWorx web designer about including these analytic tools in your website.
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