There’s nothing quite as satisfying as finally launching your website after months of hard work. Your new site is sleek, speedy, easy on the eyes, and includes all the new features you asked for. Most of all, it truly reflects who you are as a company — as a brand — in 2019.
Best of all, you don’t have to worry about your website again until it’s ready for a redesign a few years down the road, right? WRONG.
One of the common misconceptions about a website is that once it’s completed, you can move on to focus on other matters in your business. But that couldn’t be further from the truth. Your website isn’t meant to be a “set it and forget it” asset. As the digital face of your brand, it should be a living and breathing entity — like your business itself.
“But my website looks and functions great! What else could it possibly need?”
Ideally, your website should support your overall marketing strategy by raising your profile in your industry and helping you turn leads into clients and customers. Of course, with the way that the internet and search engine algorithms work, that’s not just going to happen on its own. The internet is a big place. It contains billions upon billions of web pages vying for people’s attention. Your new website is basically a drop in the ocean, and with competitors doing whatever they can to get ahead, you can’t just sit around hoping customers will find you on their own. After all, Google isn’t just going to hand you valuable customer leads on a silver platter.
To accomplish your business’ digital goals and get a solid return on investment on that sleek new website you just launched, you’ll also need a digital marketing strategy.
A digital marketing strategy allows your website to shine — it’s the best way to ensure that your business is visible to your target audience. Without digital marketing, your redesigned website is nothing but a beautifully restored classic car that is locked in a dark garage forever. By implementing a digital marketing strategy, you’re making the most of your investment and ultimately adding greater value to your business as a whole.
Upping Your Digital Marketing Game After a Redesign
While we recommend everyone invest in digital marketing to get the most out of their website investment, there’s a reason we specifically recommend it for clients who have recently launched a site.
If you’ve ever redesigned your site, you’ve probably noticed a drop in search rankings in the weeks or months immediately following your site’s launch. While frustrating, this is quite normal — especially if you made significant changes to your sitemap or content (such as deleting pages, reordering site architecture, or writing new copy). Unless your developer neglected the industry standard process of implementing redirects, the dip is generally not something to be too concerned about since it’s usually just temporary. However, it can still be a bit nerve-wracking if you’re a person who loves to track metrics or if your business’ success is tied up in traffic performance or ecommerce sales.
Luckily, with a bit of digital marketing magic, there are ways to not only shorten that traffic dip — but ensure that you’re surpassing your pre-redesign benchmarks with flying colors.
What Should I Prioritize in a Digital Marketing Strategy?
There are a number of different strategies and tools you can use to make the most of your website investment, and most individualized digital marketing plans will use a combination of these. Here’s a look at what we consider to be the five most critical digital marketing services:
Search engines like Google and Bing use complex, changing algorithms to determine which websites to display first when users do searches online. We stay on top of these trends and utilize proven holistic techniques to improve your site’s search engine ranking so people who need your services can find you more easily. We also monitor your site’s analytics to make sure our SEO strategies are working, and we make adjustments as needed for maximum impact.
If your business has a local, brick-and-mortar presence, we know how to utilize the localized SEO features of the Internet to get your website and brand in front of more people in your local community.
To get you in front of your target market more quickly, sites like Google, Bing and even Facebook and LinkedIn offer pay-per-click advertising to give your site even more priority with relevant searches. We know how to utilize these services to your best benefit by tailoring the ads and keywords to your desired demographic.
Email marketing often takes a backseat in digital marketing strategy, but it really, really shouldn’t. Your email list is one of the most powerful marketing tools you have because it gives you the opportunity to message your prospective clients directly. Through list segmentation, marketing automation, drip campaigns, eye-catching designs, and quality content, we can craft a highly effective email marketing strategy that entices people to click through to your site and buy your products and services.
In a day when social media is replacing print and television as people’s primary source of information, a well-crafted social media strategy is one of the best ways to reach your target market directly. Through careful research analysis coupled with excellent content curation, we can develop a marketing strategy designed to maximize your online presence in this rapidly changing environment.
We encourage you to maximize your website redesign investment by considering a digital marketing plan for 2019. Southern Web will work with you to craft a tailor-made strategy designed to turn those investment dollars into substantial revenue.