A boat (SEO) heading towards an island (your website).

Marketing ways (boat) steering towards your website (island).

In honor of summer let’s start with an beachy concept: your website is an island.  Your marketing and search engines like Google are like boats, taking people out to your lovely website island.  Without the boats, traffic to the island is slow.  The more boats you have sending people to your website island, the more visitors you’ll have. So what activities constitute as a boat? Let’s talk about a few ways (a.k.a. boats) to float traffic to your site:

Put Your Web Address on EVERYTHING

And when I say everything, I mean everything.  Your website should be on every advertisement, business card, letterhead, invoice, yard sign, brochure and email signature. Consider embroidering it below your logo on polos and printing your web address on the back of your work t-shirts and safety vests. The more places you can put your web address, the more likely someone is to see it and visit.

Offer Value to Potential and Existing Clients  

One simple way to offer value is by providing answers to frequently asked questions, sample contracts, online bill pay, onboarding forms and paperwork.  More in depth technology offerings might include: allowing people to submit maintenance requests, offering products for sale, online forms for product refills or a billing portal.  

Integrating your website with your sales and customer service activities doesn’t just generate website traffic, it also saves time and energy for your staff.  They will be equipped  to easily offer links to commonly asked questions, have fewer collection calls to make and phone orders to process.

Offer Downloadable Content

Consider the things people need at the beginning of the sales process.  The buying cycle often starts with prospects researching and gathering ideas online.  Those ideas may come in the form of pictures, videos or how-to planning guides.  Making this information available on your website can establish your company as an expert advisor and build trust.   These resources also generate traffic to your website as new prospects search online for answers.  The content can also be shared via social media and gain more traffic through the social media referrals. Plus, prospects educated by your sales resources are closer to buying when they contact, increasing profitability by shortening the the sales cycle.

Add Content to Your Site

By saying add content what I really mean is blog.  And I know you probably think “blog” is a dirty word.  Your blog doesn’t need to be a traditional blog.  You just need to update your site with information that interests your target market.  

  • Post photos announcing new staff members and share information about them as they join your team.
  • Publicize community involvement.
  • Post photos and descriptions of in-progress or finished projects on the website.

Tell Everyone About Your New Boats

After you create those resources make sure you share them, remember island, boats…

  • On your telephone hold message tell people to look for resources on your website.  
  • Consider linking to the resources from appropriate personnel email signatures.  
  • Link to your online pay portal or billing FAQ from your invoices.
  • Email links to resources as needed instead of emailing the resources themselves.  
  • Reference your resources on printed marketing materials.
  • Send an email out to your mailing list with a link to new website content (hint: this can be automated so it’s not such a hassle).  
  • Also tell your social media following.  
  • Some apps such as WiseStamp will automatically add your latest social media post or blog post to your email signature so you can passively drive traffic back to your website, through day to day email correspondence.

Advertise Online

If your website is new or you don’t have a good database of marketing contacts on email or social media you may need to consider engaging in online advertising.  

  • Advertise on other well trafficked sites that reach your target market.
  • Place an ad or article on another company or organization’s newsletters.
  • Try pay per click advertising on Google or social media.
  • Run a retargeting campaign to display ads to people who have visited your website and encourage them to return.

Run a Contest

An online contest can build interest and generate site visits. For example: run a “worst driveway” contest. Encourage people to post a picture of their driveway on your website.   Announce a winner each week on your website and email all the contestants. Then at the end of the summer, draw a winner and repair some needy person’s driveway.

List in Directories

Google search for your business and if directories display above your company website for general terms related to your business consider listing in those directories. Not all of them are free or even relevant so weigh your options and choose the ones that are the best fit.  

Publish Content on Other Industry Websites

Publishing content on a well-rounded and well distributed website can gain traction for your own website.   By linking people back to your site in your author profile and referencing other articles you’ve written on your own blog you can borrow the site’s audience and drive that traffic to yours.

MAPA Spring Newsletter

Monica Pitts’ original article first published in the Missouri Asphalt Pavement Association 2016 Spring Newsletter. Head on over to their website for more news and information.

Wrapping Up

These are just a few examples of boats that can drive traffic to your website island.  And not all of them apply to everyone.  To know what’s best for you take a look at your business and consider what resources you already have at hand.  Start with the easiest activities for you like adding your website to your email signature or to your invoices then build from there.  

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