Once you have finally taken your website out of development staging and put it live, there now begins a second stage of efforts to get your site working for you.
Having a full cycle transactional insurance platform is one thing (and we will deliver that for you) but the next stage is equally as important. You will need site traffic.
Simply putting a website live doesn’t suddenly get people visiting your site and buying a product or service. There are a number of things you can and should do to attract potential clients to your website. Here, we look at an overview of some of the main techniques.
Existing Client Base
If you have an existing client bank, let them know you now have a new website. This can be done in any number of ways, but email is by far the most cost effective. If you have customer facing premises or printed marketing materials, make sure your web details are on these.
You should also consider sending out a press release to local, regional, national and trade press (depending on the product range). This will help get the site and your brand out in front of journalists and interested sites that could write about you.
Pay per Click (PPC) marketing is a great way to attract potential clients to your proposition quickly. You can set a price for how much you want to pay to attract visitors to your website from the major search engines, select the various keywords you think they will use to find your site, set a budget and away you go (it is a bit more complicated than that but that is the general idea). You could be driving traffic and sales the very same day.
In fact we recommend all new clients with new sites start with a testing PPC budget to get people to the website first to make sure it works how it should do. It will also highlight any bottlenecks in the customer journey that can be ironed out before a bigger investment is made in marketing.
There are a number of PPC options including Google Adwords, Bing Ads, Facebook PPC Ads and LinkedIn Ads to name a few of the major options.
Search Engine Optimisation (SEO) is portrayed as free traffic in that you don’t pay for it in the same way as PPC. There is a cost, however, and initially it could be more expensive than PPC as you will need to invest for a few months before starting to see a return.
Ranking on the search engines under a natural listing - i.e. those that are not paid ads - is one way to drive potentially a lot of traffic. Over time, the more successful SEO is, the more traffic it drives, and the lower the actual visitor cost.
We recommend clients use SEO as part of a combined strategy rather than an either / or option with PPC.
Running an affiliate programme (i.e. working with other sites that you pay a commission for introductions or sales) can be a great way to grow the brand awareness and traffic to your site in a low cost way.
There are various ways to run an affiliate programme, either in house using the Kentico campaigns tracking platform, or via an affiliate network. Again, over time, it could be a good idea to run both types of programme.
We suggest to clients that they get a few months under their belt of direct traffic first so they can see how well the site performs, etc. before opening up an affiliate programme.
There are a large number of other techniques that can be used including: