Unveiling a new website for your business or cause is a great opportunity to ramp up your online marketing program. You’ve honed your messaging, woven in the perfect blend of design elements and photography, and updated your online newsroom, all of which will make a great impression on client and prospects, but how are you going to get the right people to visit your site?
Email marketing
While a new website isn’t cover story material for news outlets, it is news to your prospects and clients. Especially if the new website makes it easier for them to get questions answered and improves their experience working with your company. For nonprofits, announcing a new website is a great opportunity to have an additional touchpoint with their donor database, even if it’s just to say ‘look at the impact we’ve had on the community thanks to your generous support.’
When you’re crafting your email, pay careful attention to the subject line. Not only do you want it to be ‘perfectly clear’ and as succinct as possible, you want to be attention-grabbing to ensure the email gets opened. After the email is deployed, you’ll want to look at your analytics to see not only the open rate but which of the links you embedded generated the most clicks.
Social media marketing
Your website is your online content hub. To that end, it can be a great source of fodder for crafting social media marketing updates. While you’ll want to weave these updates in with compelling third-party content so as not to seem overly self-promotional, case studies, online videos, new blog posts, and event photo galleries are all great content to share across your social media channels.
Guest blogging opportunities
Be it industry trade publications’ blogs, strategic partners’ blogs or relevant associations’ blogs, securing guest posts that reach new audiences is a great way to attract new readers to your thought leadership and, ultimately, your new website. Often, you will have the opportunity to link back to your website in a short bio at the end of your post – a great way to drive site traffic.
Syncing up with the sales team
Was crafting new case studies part of your website redesign? Did you add a frequently asked questions page to your site? Are there new ‘how to’ videos and user guides now living online? Any and all of these tools can be valuable assets for the sales team to use when pursuing leads and/or upselling existing clients. Ensure the sales team is well-briefed on what the new website includes so they can embed links in follow-up emails and talk up this valuable content during sales meetings, as appropriate.
Focus on the right keywords
During your website rebuild, you may have gone through a search engine optimization (SEO) exercise to identify the right keywords to target in everything from your page titles and meta descriptions to your web copy. These research-informed keywords should continue to appear in everything from blog posts to news releases and bylined articles to ensure you ‘get found’ by online audiences who are looking for your products, services, and expertise. This organic search traffic is a great way to build your audience and, with the right content and calls-to-action throughout your website, a great opportunity to capture qualified leads.
As you think about the best way to drive traffic to your website and how your new website can enhance your existing sales and marketing efforts, focus on making your efforts both integrated and measurable. A content-rich website is a valuable marketing asset. Make sure you are leveraging it to its fullest potential.
Did you recently launch a new website and want to ramp up your online marketing? We can help. Contact us today.
