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When it comes to marketing your business online, your website is undoubtedly your most essential tool. It shapes the customer's perception of your business. Whether they reach your website through a search engine or a referral, your website represents your business. Before a customer even decides to talk to you or try your product, they will see your website. And by looking at your website, they form an opinion about your business, its products, quality, and customer service. Your webpage is your first point of contact with your customers, and it must stand out if you wish to achieve success in the digital world.
But how does a business build a robust digital marketing strategy for its website? What is the secret to creating an excellent website and achieving maximum visibility in an increasingly competitive online marketplace? Let's have a look:
1. Work on your design and navigation
Your website's overall design and layout determine whether a visitor stays on it and explores what you have to offer or leaves. Customers judge your business as soon as they enter your website. If your landing pages are visually unappealing, you will surely drive your customers away.
First, your website needs to have a neat and professional design, using a simple color scheme. It is best to avoid having too many images, complicated animations, or content too long on your landing pages. Remember, the aim is to tell customers what you do in a short, concise, and decisive manner. Secondly, you need to make sure your website is easy to navigate so that customers can quickly find what they want. An organized and easy-to-understand navigation interface significantly improves the user's experience.
2. Analyse your competitors
There is no way for a business to differentiate itself in the market without knowing its competitors. If you wish to stand out, you need to offer your customers something unique from what is already available in the market. Competitive research is a strategy to analyze your competition. It tells you who your biggest competitors are and the digital marketing tactics they use. You can discover the main channels where your competitors are concentrating their marketing efforts. And the kind of tactics they use to attract customers, and which segments of the market they are targeting. Using this research, you can identify any gaps in the market and decide on your differentiators. Moreover, you may get an insight into the most effective digital marketing strategies to win customers in your niche.
3. Optimize your site for mobile users
Mobiles account for half of all global online traffic. Suppose users have a poor experience accessing your website on their phones. In that case, you are losing out on a significant chunk of your market. Your website needs to be as workable on a mobile device as on a desktop.
To check whether your mobile-friendly, you can use Google's testing tool. Just give your URL, and it will show you how your website looks on a mobile phone. Whether it is mobile-friendly or not, and recommendations on optimizing your site for mobile users.
4. Be consistent with blogging
Blogs are all the rage right now, and no digital marketing strategy can be complete without it. Suppose you want to increase your visibility and establish yourself as a trustworthy, knowledgeable source of information in your industry. In that case, blogging is the best way to do it.
You can have blogs on any topic that is relevant to your business and industry. You can write about your products, the latest happenings in the industry or share general tips or advice that will be of interest to your customers. Blogs significantly improve your visitor's experience and keep them coming back for more. They also improve your search engine rankings significantly.
5. Follow up with emails
The more frequently a potential customer visits your website, the greater the chances of making a purchase. But how do you keep customers returning to your website? By following up with the right emails.
Email marketing is highly effective in generating repeat visits to your website. To start with, you can set up automated emails to thank your customers if they subscribe to your mailing list or place an order. Emails are also a great way to inform customers of your latest content or product offerings. Moreover, when a customer leaves an abandoned cart without making a purchase, a follow-up email is a sure-fire way to get them to close the deal.
6. Say it with videos
Given the short attention spans, we have today, one of the best ways to get your message across to your audience is through a video. Customers love watching a great video. It is often much quicker to communicate a piece of information using a video that can be created in an online video editor than a long text.
Having a video in the background of your website can make a powerful visual impact. According to research, users are likely to spend 88% more time on websites that feature videos than those that don't. It should be enough to encourage any business to invest in video marketing if they haven't already.