People have several misconceptions after publishing a new website but the number one problem is that they think people will suddenly find their new website in search engines, visit it, and then purchase something without an advertising campaign or marketing strategy.
Publishing a website without a Digital Marketing Strategy is like making a Super Bowl commercial that never airs.
Do You Have Any Of The Following Misconceptions?
People will search for my business name and find my site
People will search for my products or services and find my site
I will pass out business cards at meetings and they will visit my site
My friends and family will share my website with others
I will post my website on social media and strangers will visit my site
The first one might happen but not for the reasons you think. Let’s go through each of the misconceptions when creating a website.
Perception: People will search for my business name
Reality: Only people that already know you would search for your business name or website address.
And it’s probably because they can’t remember how to contact you. They’re only visiting your site in order to find your phone number or address.
If your business is named “Pittsburgh Kitchens” and your website is named the same then, yes, people will probably easily find you. But all of the good domain names are taken so chances are that you’re going to have to work a bit harder to gain popularity.
Solution: Get your business name “out there” as much as possible.
If you have a physical store then plaster your name all over it.
If you’re a virtual business then share and network with everyone you know.
Put your business name on pens, cups, business cards, and anything else you can think of and give it away.
Perception: People will search for my products or services
Reality: There’s a good chance that your products and services are very similar to millions of other products and services.
So how are people going to find your site if you don’t have a Search Engine Optimization strategy for your site or your products?
Solution: Find a way to make your product unique.
Typically the easiest way is to add your city or town to the product’s page title so that people in your local area can find it. “Garage Door Repair” is going to return a LOT of results. But “Garage Door Repair West View PA” is going to be specific enough that your Search Engine Optimization company can help you target it.
If you offer something a bit extra with your product or service then you want to make sure that stands out so that your SEO company can help you target that traffic and get you leads.
Perception: I’ll pass out business cards at meetings
Reality: If you’re already in a meeting with a client then they don’t really need your contact information, do they?
Solution: The next time you send out Thank You cards, Holiday cards, Invoices, Marketing materials, or similar communications toss a couple business cards inside. You’ll 1) get rid of them and 2) you might get a couple leads from your family, friends, or current customers who pass them on to someone. But don’t hold your breath.
Perception: My friends and family will share my website with others
Reality: Your friends and family probably don’t know what you do.
Are you a doctor, lawyer, plumber, electrician, roofer, auto mechanic, carpenter, computer repair person, or restaurant/bar owner? No? Then chances are that your friends and family don’t even know what you do so it would be hard for them to promote you.
Solution: At every family gathering several people will ask you how you’re doing. That’s your chance to tell them about your business and the services you offer (again, for like the 5th time).
Eventually it will click and they will remember to mention you to their friends, family, and coworkers.
Perception: I’ll post on social media
Reality: Tweets last about 8 minutes before they are essentially dead forever. Facebook posts last for about 1-2 days before they are dead too.
There are so many factors to take into account that you’re not likely to get any natural clicks or shares on Twitter or Facebook without paying for advertising.
Solution: Posting on social media does have its merits but you shouldn’t make it a large part of your digital marketing plan unless you already have a lot of followers or you have a physical store where people can check in.
So How Do I Market My Business?
Now that you’ve seen some common misconceptions after publishing a new website there are a LOT of things you can do to improve your chances of being seen. Traditional marketing isn’t dead yet so things like advertising in the paper, billboards, radio, and TV are still valid ways to publish your business.
But, in terms of digital marketing, you’re probably in way over your head. You should really consider using a full service Digital Marketing agency like Think BIG Engine to help you with your marketing plans. You’re an expert at your product or service — so hire an expert to work on your SEO, PPC, and marketing strategy.
What Is Your Cost Per Customer?
Determining the best advertising method typically comes down to how much you’re willing to pay in order to convert that lead into a paying customer.
If you’re a plumber and you’re targeting people that need a new outside faucet then you’re not going to pay $500 per lead in order to get that $89 business.
No, you’re going to spend advertising dollars on high-end clients like people that need their entire yard dug up in order to fix a critical sewage problem. A problem that costs a few thousand dollars.
Would you pay $500 for a lead that converted into a $10,000 customer?
Of course you would.
What if it takes you 30 bad leads before you get a solid lead that converts into a customer?
That means you wasted $15,000 before you got a customer that would (hopefully) spend $10,000.
Admittedly $500 is a lot for a lead especially if you’re not selling high-end products or services but you get the idea.
Don’t pay $500 per lead. Pay $500 per MONTH!
If you’re in a highly competitive market then yes, you’re going to want to use Pay-per-Click advertising to generate traffic to your website.
But if you’re a small business just starting out then you don’t want to pay per lead — you want to pay per month.
By paying per month you have the best opportunity for generating leads continually throughout the month.
Every time someone types in your keywords we can drive them to your site, fill out your contact form, and collect their information so that you can call them back.
It’s that simple.
There are keywords available for your business that you probably haven’t even thought of. We target those “long tail” and “non-standard” keywords in order to generate traffic to your site.
Then we send the user through a funnel, or several funnels depending on the need, and they will eventually convert into a customer.
You’re not paying $500 per lead. You’re paying $500 for ALL of the leads because anyone that searches for your keywords will visit your site and generate LEADS for your business.
And that’s what it’s all about, right? You’re no better or worse that those other companies. You just want the chance to prove yourself.
Gregory Duffie is the Owner and CxO of Think BIG Engine. Greg is a serial solopreneur that enjoys helping non-technical folks and small businesses navigate the new rules of the Internet. He specializes in WordPress, Website Hosting, SEO, and Databases. Connect with Greg on LinkedIn or Twitter.