Rule 5

Rule 5: Market Your Website

No visitors = No clients

A website does nothing for your business by itself. Its use and how successful it becomes largely depends on the amount of "targeted traffic" it receives and targeted traffic depends on marketing.
"A website without a marketing plan and a budget to implement it, is as useful as a toll free telephone number that nobody knows about."

Common Myths

A website will create business on its own: One of the biggest and most widespread myths today is the idea that a website can and will create business on its own.
Build it and they will come: Just build a business website and visitors will come. Thousands of prospective customers will flock to your website to buy your products and services. Your bank account will be bursting with all the profits.
You don't need to market your website: Traffic will come to your website naturally. Just sit back and wait for the sales leads and inquiries to come through.

Basic Truths

Websites without traffic offer no business value: If you build a beautiful website and nobody comes, no matter how useful or valuable your services and products are, it's useless.
Websites don’t get traffic by themselves: If you launch a website and do nothing else, visitors will come. Wrong! Websites don’t generate traffic just because they are beautifully designed, useful or good.
Traffic takes marketing: It takes marketing to drive targeted traffic to a website. Websites generate targeted traffic using internet marketing as well as traditional print, radio and TV advertising.

How To Start Marketing Your Website Using Local SEO

As a starting point every business in a local market needs to setup and optimize their Google My Business and Bing Places For Business accounts. 
These two services help local businesses by:
  • Showing their business listing in local search results, making it more visible to online customers
  • Allowing businesses to update their listings, helping to ensure customers have right information
  • Allowing businesses to verify ownership of their listing, helping to protect that listing from unauthorized changes
You need to optimize your Google My Business and Bing Places For Business listings by adding photographs and videos and by encouraging customers to post a review of your products or services.
Lastly you need to setup as many citations as possible on well established websites. Citations are defined as mentions of your business name, address and key contact information on other websites. An example of a citation might be an online yellow pages directory where your business is listed. Citations can also be found on local chamber of commerce pages or on a local business association website that includes your business information. Also directories for specific cities are good for citation listings. To make your citations as effective a possible make sure they include a link back to your business website. It's also important that the name of your business, address, phone number, email address, hours of operation are consistent in every listing. 

Drive Targeted Traffic To Your Website

You'll need to do more than just setup and optimize your Google My Business and Bing Places For Business accounts especially in a competitive local market.. One of the most effective ways to drive highly targeted traffic to your business website is to use Facebook Ads and LinkedIn Ads. These are known in the online marketing industry as pay-per-click (PPC) advertisements: 
The three main advantages of pay-per-click (PPC) adverting are:  
  • Highly targeted
  • Start getting new clients immediately
  • Easy to track ROI 
Google Adwords and Bing Ads are also two other forms of pay-per-click advertising but aren't nearly as targeted as Facebook Ads and LinkedIn Ads.

The Point Is You Have To Market Your Site

There are other forms of online marketing such as content marketing, social media marketing as well as traditional tactics such as print ads, trade shows, flyers, radio ads, etc. The point is you have to market your website using either digital marketing tactics or more traditional marketing tactics or your website will be of little value.
Please be aware that using any of the above advertising methods is not a "silver bullet" for generating new leads and customers. Most businesses have to experiment with several different advertising methods in order to determine what works. Once you determine what advertising method works best, double down on that advertising method by investing more money to advertise your business.
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