Busting Marketing Myths: Episode 2
Welcome to the second (and final) episode of our marketing myth-busting series. If you missed episode 1 (fondly known as articlesode 1), catch it here where we discuss the marketing myth: If you build it, they will come.
Now, let’s get stuck into Marketing Myth 2: A website is enough.
Myth 2: A Website Is Enough
We all know how fabulously powerful websites can be. And, if you’re a business owner, no doubt you’ve got one (or more) under your belt.
It’s a bloody exciting time when your website first launches… Finally, your schmicko brand, has a digital place to sit and you’re accessible through the world of Google. Or are you? Newsflash: If you think having a website is enough, it really isn’t.
Here, we’ll chat about why a website alone isn’t enough, and what you can do to make your website work for your business.
Website Copy
Many business owners see website copy as a DIY project. Don’t get us wrong, it can be. But first, you must have the right tools: your brand voice, content structure insights and, ideally, SEO knowledge.
SEO-Optimisation
It’s all well and good to have pretty words strung together on the front end of your website. But are they affecting your Google rankings? Without SEO, chances are – they’re not.
Upskill yourself by learning the ins and outs of SEO before launching your website. Or, outsource to an expert so your SEO is up to scratch, right from the start.
Thorough keyword research is an absolute must. That way, you’ll be more likely to turn up in the search results for things people are actually searching for.
Backend SEO also plays a crucial role in the performance of websites. Making sure your backend has:
- Targeted keyword phrases in your meta-data
- Alt text for images
- Keyword-focused meta-descriptions
This is a good start, but definitely not everything. We recommend teaming up with an expert on this one for ultimate success.
Language Use
It’s important to keep in mind who your website is actually for. Nope, it’s not for someone who you catch up with on the weekend. Rather, a potential customer or client who likely knows very little about your business. This tip might sound obvious, but you’d be surprised by how many businesses assume their website viewers know them much better than they actually do.
Using language which makes sense for your brand is tres importanto! Words that truly resonate with your audience, make them feel something about your brand and want to act.
There’s a psychology behind website content writing, and injecting a healthy dose of strategy to your website copy is downright essential.
Structuring Your Website
Each page has a purpose, and ensuring that your audience can easily understand what you do, why you’re the person for the job and how you’re solving their problems is paramount. Thinking that having a website is enough couldn’t be further from the truth. You need to have some structure woven into the process too.
We all scan-read. So big long-winded chunks of text are going to be completely missed. Instead, break up the copy with eye-catching headings and well thought out, succinct, snippets.
Keep Your Website Active
Blogging is one of the most powerful tools you can use for your website. No, it’s not just for lonely mums writing about their latest washing powder purchase.
Blog Posts
This is the thing. When you do a Google search, almost everything that comes up as a search result is a blog post.
Sure, there’s the odd chat thread or formal study. But blog posts written about a specific subject make up your main results.
Why? Because those blogs have used targeted keywords (or a similar phrase to your question) which make them turn up on your screen.
Websites without blogs are kind of like parties without music and champagne. Sure you’ve rented a killer Airbnb for the weekend. But what’s giving people a reason to come?
Shareable Content
Another bonus of blog posts is that you have a higher chance of your content being shared. Your blog (website and brand) are then shared with an even wider audience than your own and search result discoveries. When we’re in the mindset that having a website is enough, we limit ourselves far too much!
By driving traffic to your website, you’re creating greater brand awareness, brand trust, and reputability.
Build Brand Trust
People often wonder why their new fandangle product or service isn’t selling straight away.
And the short answer is, no one knows about you. And if no one knows about you, no one trusts your brand. Trust is one of the most powerful elements for any purchase. So by having an active website, interacting with your ideal customers and offering them value, you’ll be working to build that trust.
Lead Traffic To Your Website Without Feeling Sleazy
Plus, with blog posts, you’re able to drive people to your website for reasons other than ‘to buy your stuff.’ You’re guiding them to make a visit to your site to help them.
Then, if they happen to peruse your online store or services, they’ve ‘made that decision all on their own.’ When really… You’ve lead them straight to the honeypot. Oh, you are sneaky!
Promotion, promotion, promotion!
Yes, SEO-optimised website copy and blog posts will help with discoverability. But if a unicorn falls in a faraway land, does anyone hear it? If you limit yourself to thinking that having a website is enough, it’s very much the same scenario.
Simply creating content on your website isn’t enough. Instead, promote across different platforms to drive traffic to your website.
- Use your social channels to promote new content.
- Repurpose old content into new content types such as Instagram stories, videos or podcasts, all linking back to your website.
- Post in groups that will benefit from your content
- Guest-post on other people’s website to get reputable backlinks
Want a digital marketing strategy that cuts through the noise? Too busy to do it yourself? Contact us for your free 30-minute marketing assessment. It’s time your website started doing a little jig for you.
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