How do you improve the online visibility of your website?
Did you know that there are over 65.000 European online shops? Knowing how to utilize marketing strategies is a must if you want to stand out from the crowd. Generating traffic for your website is an ongoing process. The main focus is improving the online visibility of your website.
Once a visitor has made a purchase, the next step is to ensure the visitor will come back. The checklist includes a number of marketing strategies that will help you to attract more visitors and show you how you can build a network of loyal customers. Each strategy is an area of expertise in itself and will be explained in detail in upcoming blog posts. What are your online marketing strategies? Read our checklist to learn more about the possibilities.
1. SEO & SEA
89% percent of online target audiences uses an online search engine (i.e. Google) for web navigation. In order to catch the eye of primarily new customers (so-called ‘searchers’), search engine marketing (SEM) is an essential tool. Search engine marketing is simply adjusting your website and the displayed texts to reach these ‘searchers’. The more relevant your website and texts are to search terms, the higher your website will score in the Google ranking. Google incorporates both SEO and SEA. SEA (Search Engine Advertizing) is the practice of using paid Google AdWords. By optimizing texts on websites through SEO (Search Engine Optimization), you can improve your website ranking for free.
In order to ensure maximum visibility on the internet, you can reach out to affiliates. Affiliates are individuals or companies who forward visitors to advertisers (online shops). These are generally websites such as Kleding.nl and Beslist.nl. Affiliates with a large customer base can also generate a great deal of traffic on your website by reaching out to potential customers through email campaigns, newsletters, or banner campaigns. By employing various affiliate-opportunities, you strengthen each other’s enterprises and ensure maximum traffic growth on your website. Affiliates may ask for a fee in return for their services based on either costs per click, costs per view, costs per lead, or costs per sale.
3. Social media
Using social media is a good way to increase brand awareness and to bring it to the attention of your target group. Social media encourages your target group to become more involved in the brand or product. Social media is used by almost every target group, and can be set up quickly for free. Carefully consider which social media channels your target group is most active on or which social channel best suits your online store. If you choose to use social media, use it all the way; update your page regularly and be sure to post relevant content.
4. Newsletters & Email Marketing
Holding on to existing customers is generally more important than reeling in new ones. Keeping loyal customers is considerably less expensive than investing in a new clientele. Next to social media, sending out newsletters or emails is a great way to keep your loyal customers’ attention. A newsletter allows you to keep in touch with your customers, and keeps them informed about the latest developments or special offers. They also provide you with invaluable statistics and personalized data which, in turn, can help you to make the content of newsletters/emails more relevant and effective.
5. Content Marketing & Blogs
"Content is king". The online audience wants instant gratification, which means that the average online consumer has a short attention span and will quickly lose interest if you don’t get your message across fast. Share relevant information by using eye-catching visuals, a surprising video, or an interesting infographic. This will result in unique content which you can readily share on social media, in newsletters, or a blog. A blog can significantly enhance the searchability of your website. By regularly posting new content your Google ranking will improve. Getting followers to share your content is even more effective. You will reach an even larger audience and further improve online visibility, so don’t forget to include social share buttons on your website.
Lastly: Measure, Measure, and Measure again.
Do you invest a lot of time and energy in social media, a good newsletter, and catchy advertising campaigns? It only pays off if you have a clear idea about what there is to gain. How many visitors to your website? What are they looking for? How much time do they spend on your site? The results can be measured accurately by using Google Analytics. Various social media channels are also gradually providing more information about who your followers are. This can help you to customize your website based on the needs of your visitors.
Tip 1. Check your keywords in Google regularly to see how your site scores. In Chrome’s incognito mode you can view your site’s score anonymously, so that your own browser history is not included in the results.
Tip 2. Want to know how high Google ranks your shop? Google's Search Console offers helpful suggestions in order to improve both your online shop and your Google ranking.
Tip 3. Find the most popular keywords and keyword suggestions with the Keyword planner.
Tip 4. HootSuite is a great monitoring tool for your social media accounts, allowing you to monitor all your social media accounts on one platform. With HootSuite you can respond promptly and adequately to all online posts about your online shop.
Tip 5. The advertising possibilities on social media are improving fast. In order to increase your brand’s social media reach, social advertising is definitely worth considering. The main advantage is that advertising can be aimed at specific target groups. Particularly Twitter advertisements have wide reach.