How to promote a new website?

So you want to promote your website online … for free, preferably.
By now, you probably know from experience that the “build it and they will come” philosophy is flawed. You can have great content – in fact, you need at least “good” content – but until you know how to promote it, your site is a ghost town. But you don’t even have the budget to go directly to online advertising.
You do not need a bag of tips and tricks. You don’t need best practices to “go viral”. You need a real process to follow continuously to create a “flywheel effect”.
Here is an accurate, step-by-step strategy that I recommend to anyone who wants to promote their website online. Specific details vary, but for anyone who wants to promote their website, this is the very true and true path.

Start with definitions and goals

Before you do anything, you have to start from the foundation: what are you trying to achieve?

On one hand – “earning money” or “getting customers” does not count. The key is to get specific. In other words, determine the amount of your marketing.

This is the part from which many people either get stuck completely or leave. Typically, website owners just want to dive into it and start doing.
While getting your site out there and testing is great, you need balance. Testing in the right ways is as important as collecting and learning from a ton of data.

You should be told three things before you dive into it:

  1. What are you promoting.
  2. Who are you promoting it to.
  3. How much can you actually spend on publicity.

What are you promoting (your product)

What is it that you are actually offering/promoting on your website? a product? A service?  Valuable content?

Whatever it is, you need to be able to define it and sell the value. What makes you different from Million and another one there?
Remember, this is not your life’s mission. In fact, it should not be. You just need to define your product in a clear and concise manner. Keep it simple and to the point – and make sure you emphasize why you are different.

How much you can spend on publicity (time and financial budget)

To think that online overhead is fatal is to put real numbers behind what you are doing. Marketing costs money or time… so keep the real goal.
Outline your budget, even if it seems arbitrary. Define the cost of your product/services, profit margin, and what kind of marketing expenses give you a positive return. Here is a more comprehensive post on quant-based marketing.

laying the foundation

Once you set your goals and definitions, it is time to lay the foundation. While “Build It and They Will Come” is a flawed philosophy, once you start getting them, you need to make sure that what you’ve built is decent and captures data.
It is divided into three stages:
Website / destination set up
To promote anything online long term *, you need a decent website. Whether you own an eCommerce business that needs an online store, a local business with a brick and mortar store, or an educational website that needs space to publish content, a decent looking website will keep you ahead and give you more Will allow With your brand and marketing.
On one hand – when I say long term – I mean you don’t want to compromise your project with a platform craze (I’m looking at you, Facebook Page and Google My Business). For short-term projects, many people do well with marketplaces such as Amazon and ETC, while content publishers do well with a good marketing platform.
If you don’t have a website yet, I recommend setting up your own website with common, well-known software like WordPress and hosting it on your hosting account. I have a simple guide to doing this from scratch here. There is a small learning curve, but it will provide maximum versatility.
Create Focused Page
Depending on what you aim for, creating focused pages can be an essential part of conversions.
Focus pages are pages that target a very specific need, but they do not have to be complicated. They are just pages that visitors can land on and take a specific action (buy your product, sign up for your service, etc.)
Why use a landing page? Because nobody cares about or sees your homepage. Your homepage is for those who already know who you are and are navigating around only to find out what they know.
Landing pages, on the other hand, are for new (or returning) visitors to land and convert (AKA take whatever action you want to take). These pages should target what your audience is looking for on a granular level.
For sites that are focused on content creation, think about pages that can organize your posts into broader topics and orient readers who delve deeper into your site and give them additional work to do. (Such as reading more or subscribing). To accomplish this use this guide using the category and tag pages in WordPress.
Set up analytics
Before you start promoting your website, you need a way to capture data through an analytics platform. There are tons of options, but Google Analytics is the solution (it is also free).
If you are unclear on what Google Analytics actually does, start here.
Depending on what you are promoting (see above), you want to set specific goals. For example, if you are an eCommerce website, you will want to make sure that you have an eCommerce checkout installed. If you are a local business, you want to track things like clicks on calls and contact form completions. Use this guide to set up call tracking in Google Analytics.
Work on getting traffic
Now that you have the foundation, it’s time to get people to your website. This is where a lot of people get it in a very elaborate way… very fast. Why?
Because not all marketing channels run at the same pace. They are not all used the same way – they have different strengths and weaknesses. They compliment and complement each other rather than the competition, and it’s all about how you use them together.
For example, the main battle going unit of the US Navy is the Aircraft Carrier Group. But it is not made up of just an aircraft carrier. Rather, it is a group of different types of ships that all operate separately at different speeds so that the entire group is almost invincible simultaneously.
Many business owners want to do away with SEO or away from social strategy altogether. To keep the analogy, it is like a scout for the rest of the group to send your battleship and aircraft carrier.
Start with channels that can slow down the speed, change direction at will. This means 3 things: direct outreach, community involvement, and paid traffic, especially the AdWords search network.
friends family
Okay – friends and family will often be interested in default. They will not be able to provide useful feedback. But here’s one thing – you’re probably friends because you share interests. Additionally, you can share interests with your family.
Those families and friends are a great place to start with your outreach. This does not mean spamming your Facebook page. This does not mean being afraid to show your work in the interest of personal friends and family.
Personal Blogger / Site Owner
A blogger of any size and influence will overflow with pitches from large companies. Then – use your leverage as an actual site owner to get around social media managers to reach younger and up-and-coming bloggers. Use your agility to solve problems that agencies cannot solve quickly.
Facebook group
There are super-access and cover topics on everything under the Facebook group Surya. They are a great way to create an organic presence on Facebook now that organic news with commercial reach does not exist. Use creative Facebook open graph searches to find non-obvious ones.
Website forum
Yes – Website forums still exist. And yes, they can be exceptionally powerful. Do your research and get in touch with the moderators.
Blog comments
Yes – people still read them. Set up alerts via Google or RSS feeds and engage in relevant discussion on high-traffic blog posts.
Guest posting
Do you know about high-traffic blogs that your target audience reads (not just blogs in your industry)? Find guest post requirements and go there.
Once you have found a channel you feel comfortable with and “get” – focus on expanding your presence and being as useful as possible. People will notice and talk.
Using paid traffic to get data
Jumping straight into ads is not always the best way to promote your website. This can be expensive, especially for return on investment. However, our goal here is slightly different.
Using some (even on a small budget) search advertising can be a great way to get data fast. Instead of relying only on direct outreach and a content strategy that takes a few months to grow, we can get a lot of data in a very short period of time by doing some advertising.

You should do a few different things with this data:

  1. Given which conversions the keywords are driving. AdWords gives you this information.
  2. Seeing which landing pages (or pieces of content) perform best based on your goals. How can you optimize pages and use extracts that are not performing?
  3. Determining which ad copy performs best
  4. For eCommerce, identifying which types of offers entice people the most (ie free shipping, 20% discount welcome discount, etc.).
  5. Setting up recovery campaigns – not the usual  “buy” campaigns but ads with interesting traffic that you can take when your traffic is small. If you want to divert some paid budget to Facebook.
  6. Once you are running a retargeting campaign, you should see where your audience goes online. We covered this topic on this podcast episode.
  7. Improving your advertising campaigns in general.

Next Step
This is the promotional strategy of the website that I will create for any website. This is a long post, but it is a plan that you can implement quickly by breaking each section into small, notable steps.
Take the next steps immediately: Start by defining your goals, individuals, and revenue/budget. Then, put the plan in a way that goes through each step of the process as explained above in a systematic way. Go to section one at a time and break each into small steps, which you can follow without being overwhelmed.
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