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Jak prowadzić działania marketingowe w mediach społecznościowych

Promoting your site can be done by several methods such as SEO, Social Media, Paid Advertising. The key to these methods is harmony! If they don't complement each other properly, then you have a few chances of reaching a lot of people. 

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Today's article will be focused more on the marketing plan in the website promotion. Of course, we will also talk about methods, but extremely briefly!

Before I start, I would like to emphasize an important aspect: each website and each company is specific. And the methods and channels of website promotion have different effectiveness depending on the domain. Regardless of the methods that will be described in the text, I recommend that you focus on the methods / channels that suit you best. This will have a big impact on the site's performance and profitability for your business.

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Website optimization

Website promotion begins with website optimization. When we say "optimization", we mean content, responsiveness of a website, its speed, and the way Google indexes the entire content of the website.

Ideally, you should do this when creating the website. It's much more effective to create something good right from the start than to turn something created in a hurry into something functional and aesthetic. 

Search engine optimization in particular requires a lot more attention to these details. Since this is a customer acquisition strategy that takes a relatively long time, start this strategy as early as possible. How do you do those things?

 

Create a keyword list

Use the Google Keyword Planner or other online tools to create a list of keywords for which your site could rise as high as possible in Google rankings. First, focus on the keywords closest to your niche.

Also, make sure you look at what the competition is doing on the SEO side. If there are none, most likely your keyword list will be long and extensive as there will be room for multiple levels.

 

On-site optimization based on keywords

Once your keyword list is ready, fieldwork is your next step. Optimization on your site will be broken down into two categories: content and meta tags. The content should be of the highest quality. If you don't work hard and come up with something new, how can you stand out from the competition?

When it comes to meta tags, it would be nice if each article was exceptionally well organized. The title and headings should contain the keywords for which the article should be ranked in the first 3 places in Google. 

 

Connect the site to the domain and then to Google Search Console

After you created the website, connect it to your domain and then to Google Search Console.

The website domain is the key element as Google's algorithm identifies content based on the URL, and the URL contains the domain of the site.

In addition, Google's algorithm can build trust to the domain. Therefore, it is better to connect the domain to the website faster to have a slightly older domain that Google already knows. This is especially important in the beginning. Because there is a huge difference between a 3-weeks domain and a 3 months domain.

Google Search Console is the point of contact with the Google algorithm. By connecting GSC to your website and submitting a sitemap, you're saying to Google algorithm the following: “This is my site, with all its pages and articles. Keep it in mind. "This significantly speeds up Google indexing your site. In other words, your website will appear faster on Google searches.

The period for Google to index the page may take up to 6 weeks. I recommend that you connect your Site to Google Search Console to speed up the process.

Read the passage below to find out what you do next - because it is very important and not entirely obvious.

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What happens when the optimized website is launched.

Let's say you've done SEO optimization on your website, connected a domain, and connect Google Search Console - perfectly 

Most likely, you are expecting an increase in user traffic from Google searches.

Well, 90% of you won't notice a lot of traffic from Google searches for the first 6-12 months, and in some cases very rarely this period takes even 18 months. And this is normal. Do not get nervous, because if you did everything right, it will all be fine later. Yes, SEO is a very efficient method of attracting traffic, but it works in the long term.

This period (the first 6-12 months) is called Google Sandbox - when the Google algorithm have to gather enough data to appreciate properly your website. It is very important to avoid stupid actions during this period. Don't use black hat SEO optimization methods and pass link building actions for later.

You just have to wait and focus on your website promotion options other than SEO.

 

What are you doing during the Google Sandbox period?

In this part of the article, we will describe the site promotion options that we recommend to focus on during the Google Sandbox period.

 

Create unique content

We know it sounds very abstract, but unique content is the basis of all marketing activities. It's best to focus on the questions your users have. Give them the best answer - via an article, photos, video, a table or what ever it needs.

Another feature that makes the created content unique is authenticity. Speak through your content as if you were talking to a friend, not to a customer. People don't want to be treated as customers, but as friends!

Whatever you do, make sure you have at least 5% that sets you apart from the rest of the competition.

 

Paid ads matter

Although they are expensive, they are still one of the most effective ways to bring people to your website. Before you start creating these paid ads, do some research. If you have a furniture sales site, your ads should not reach teenagers because they buy their furniture too rarely.

On the other hand, we must not confuse efficiency with profitability. You can attract a lot of people to your site, but that doesn't mean they'll buy.

This method can be used in the short term. But it's not uncommon for paid advertising to be much less profitable in the long run - but still profitable. If this is the case, please do not include most of your resources here.

 

Social media

Social media can be an important tool in your marketing plan. You can invest in it both in the short term to attract your first users and in the long term to build a brand.

Therefore, do everything you can to be present in the most authentic and pleasant way possible in both channels of communication. If you want as many people as possible on your website, you have to be active. 

 

Email Marketing

Emails are increasingly present in our lives, especially in last year when we spend more time at home than in the office.

But I recommend you to start working on them a little later as you need some content and a community that will want to be informed about what is happening on your site.

Promoting your site can be done by several methods such as SEO, Social Media, Paid Advertising. The key to these methods is harmony! If they don't complement each other properly, then you have a few chances of reaching a lot of people. 

Link building campaigns

The last but crucial part of your marketing plan is link building. Backlinks - Links from other sites that lead to your site are very important for building authority on your domain and showing search engines that you are trustworthy. Otherwise, they won't drive people to your site.

Important: I recommend begin your link building campaigns after Sand Box period expires, after you've already noticed a more stable level of traffic from Google searches. In this way it will be more organic, it will look better for Google algorithm.

If you've done a good job so far, you might already have your first backlinks. But that doesn't mean you don't have to do anything more. The effort to get backlinks is fine, but you need to focus on quality not quantity or you may lose Google's algorithm’s trust.

There are many ways to get these backlinks. But one would be guest posting: contact websites in domains close to yours and offer to write for free an article on a specific topic, and include a link to your website in that article.

In addition to making your site trustworthy in the eyes of Google, this article will be read by people likely to be interested in what you can offer.

If you've hit point 6, it doesn't mean that marketing has stopped. Social media, unique content, emails and ads can be improved continuously, so people don't forget about you! 

 

 

Make sure to read the following articles:

 

 

 

18 March 2021

How to promote your website - marketing plan

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