Are you happy with your website performance or do you think it could be performing better? Here is our guide to employing a website growth strategy
PPC, SEO, conversion, analytics, all of these have been marketing buzzwords at one time or another but to be honest there is own one that actually matters when it comes to marketing your website; the result. We having been looking at this in depth to have a look at how is the best way to demonstrate how to develop your website’s growth strategy. We have decided to go for the holistic approach by breaking it down rather than just bombarding you with info. Here is how we would do it.
Phases involved in your growth strategy
There are 4 main phases when it comes to developing your growth strategy;
- Define what you class as a successful outcome
- Identify what changes you need to make to your website in order to achieve this
- Identify which areas you will need to keep track of and report upon to meet your goals
- Identify the steps you need to take in order to attract more of your targeted traffic
Let’s break these down one step further.
What for you is a successful outcome? More traffic? More sales? Better user experience? More referrals? Your answer should be all of the above and several more besides. You shouldn’t just have one or two on your list you should have a load of goals when it comes to selecting your marketing strategy.
Cast a critical eye over your website. Compare it with others of the same ilk which are very successful. Check through the keys areas on the list above and see how yours matches up to theirs. This will allow you to narrow down the list hopefully but if you are lacking in every department a massive overhaul is needed.
There will some areas, such as traffic, which you will want to keep an eye on to see how successful your marketing strategy is proving to be. Keeping track of this is relatively easing using one of the many software systems online, or the company you have hired to employ your marketing strategy could also do this for you.
Are you reaching your target audience? Will your website has to have widespread appeal you have to really wow your target audience, be it demographic, geographic, age prevalent or whatever. Have a chat with your marketing company to ensure you are both clear about this as a lack of communication can often lead to this kind of problem.
The questions you need to ask yourself
When you first start to develop your website growth strategy there are certain questions you should be asking yourself;
- What exactly is it that you are looking to achieve?
- What constitutes, to you personally, a successful outcome?
- Who is it you are targeting?
- What do you have to do to meet their needs?
Once you have answered these questions honestly you can present them to the company in charge of increasing the growth in your website to ensure they grasp the direction you want to go. Be prepared to keep an open mind however as they may come up with ideas you had never considered and as they do this professionally for a living don’t dismiss them for thinking outside of the box.
What actually is your definition of success?
Before any company can help you to develop your website growth strategy they need you to define your idea of success. This could be something like wanting 10 new leads a month, attracting 20 new customers a month, increasing sales by 5% a month, you get the idea. In short the final goals needs to be crystal clear so everyone knows what they are working towards. Big dreams are great but a dose of reality is also needed. The whole point of growth is a steady progression, walking before you can run in other words. Instant success maybe the promise but is not realistic. Do you really want to be the next big thing for a few months then disappear without trace just as quickly or do you want to grow steadily and enjoy continuing success in the long term? Bit of a no brainer really.
The two main components of delivering growth
When it comes to actually delivering growth the process can be split into 2 distinctive areas;
- Driving more of your target audience to your website
- Analysing what is working what still needs improving
Driving More of your Target Audience to your Audience
In order to successfully drive your targeted traffic to the site you need to;
- Identify what that audience are looking for and deliver it
- Develop the content on your website to appeal to this audience
- Get the message across that it’s actually there
It is at this point that your well planned and well organised digital marketing strategy will make a significant contribution to your overall growth. Without traffic you get less sales which means less profits which means poor reputation, simple as that.
Effective Analysis of Your Site
By establishing detailed analyses of your website everyone will fully understand how traffic is being driven to your website, what is working and what isn’t and which areas are in desperate need of improvement. There is no real point on spending a lot of time and money concentrating on driving traffic to your site if it doesn’t deliver on its promises when people arrive there. They will simply leave. You need to not only encourage them to stay by offering a superb user experience but also engage with them.
This could be through email alerts, online chat, social media, offering links to downloadable content etc. Once you are attracting the traffic, they are sticking around, purchasing your products or services and returning time and time again you know your growth strategy is right on track and you can breathe a sigh of relief. Never become complacent however. The digital age moves at a mile a minute and if you don’t review your website growth strategy on a regular basis you could find your success is short lived.
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