When a company is new to their market or a newcomer to the digital space – how can they find the best strategy to bring traffic to their newly published website?
How do you get people to notice you in a competitive market and where there is an overabundance of digital content?
Now more than ever, due to the sheer number of websites available, it is increasingly difficult to drive traffic to a website. A successful strategy requires a refined strategy based on digital marketing best practices.
The key to capturing attention with your new website is to effectively implement basic principles methodically and consistently while also adapting to ever-evolving industry trends.
The first step is to get the basics right. This means understanding your customers in terms of who they are, what their habits are, what their needs are, and where they like to shop. You should learn all you can about them.
The second step is optimizing your different sources of website traffic. Depending on your customers’ habits that you uncovered in your research, you will have to leverage your traffic sources so that you can offer the right message at the right time.
To get yourselves out there, make sure you’re doing the following:
- Ads: This includes pay-per-click campaigns through Google or any other PPC provider. Your strategy should depend on your consumers’ habits. For example, to reach Hong Kong consumers, the best approach should be using Google, whereas for mainland China we would recommend using both Baidu and Google, based on the insight that more and more Chinese internet users are using VPN to access Google.
- Blogging: Posting blogs on your website is one of the best ways to regularly update your pages with fresh content. This helps to drive organic content when people are looking for information on search engines. At Acuity, we help our clients understand which keywords are driving traffic, leads, and sales to their website and we help them craft and execute keyword strategies to help them develop a truly informed content strategy. Today, the key is to frequently publish value-adding content that will organically captivate your target audience.
- Social media: When it comes to social media, consistency is key. To capture the attention of your audience, you have to publish informative, fun, diverting, and emotional content. Using credible and relevant KOLs in your industry is also a highly effective technique. When it comes to KOLs, your approach should be adapted to your target market. If your customers are in mainland China, you should be posting your KOL content on WeChat. On the other hand, if you want to target 15 – 30-year-old females in Western countries, you should be posting on Instagram. At Acuity, our approach to an effective social media strategy is to build a dynamic content calendar that efficiently balances both organic and paid posts and automates the process with tools such as Social Studio from Salesforce.
- SEO: Search Engine Optimization (SEO) is fundamental to bringing traffic to your website. Search engines look for good content, performing websites, authority (search engines recognize which websites refer to yours and whether your website refers to good content), and a superior user experience. Contrary to popular belief, SEO combines these four stated elements and isn’t only about content.
- Video services: Today, video is the future of content marketing. Of course, YouTube is the most popular platform all over the Western and Asian markets. If you are looking to reach mainland China, you should be publishing on Youku, iQiyi, or QQ. Video hosting services that offer additional tracking services will enable you to make use of advanced analytics and will help you add value with your marketing.
- Email marketing: Today, email marketing is all about sending curated emails and informative content that people genuinely want. At Acuity, what works best for our clients is highly personalized emails and meaningful journeys that guide recipients through a tailored consumer experience.
- Referrals: Referrals guarantee authority and credibility when they come from quality and well-known websites in your industry. Initially, you will have to create paid partnerships, but as your brand expands, word of mouth should spread organically.
Are you a new or recently launched business? If you’re looking for new ways to drive traffic to your website, get in touch for Acuity Marketing services.
