When it comes to marketing your business, a professional website is a necessary investment. You want the digital face of your company to be professional, credible, and authoritative. Every company we work with wants to maximize the ROI of their new website, and we couldn’t agree more.
Before a website launch, it’s important to put together a post-launch strategy that includes various channel campaigns to promote the website. The main goal is to get the website in front of the target market and to get them to engage with the website.
Below are five excellent tactics for B2B marketing professionals looking to maximize the ROI of their new website:
Digital Advertising
Even the most well-optimized web design will take some time to get indexed and start ranking in search engines like Google and Bing, sometimes it takes as long as six months to see SEO results. While organic SEO is a long-term, consistent strategy, we always recommend that companies launch their website along with a pay-per-click (PPC) ad campaign. Regardless of your monthly PPC ad budget, it’s essential to run an AdWords and paid social media campaigns to drive relevant traffic to your website.
Adwords provide an immediate impact on your website traffic. Take your time crafting the exact message you want to send, due to limited space, focus on making an impression at a glance.
Social Media
You would be hard fetched to find an executive in today’s business world that doesn’t at least have a Facebook profile. Social media has changed the way we interact with our friends, the same goes for the business world. We are more connected than ever, social media becomes a popularity contest, fueled by content, and social reach.
Email Marketing
Another great avenue for promoting your new web design is to send out an announcement via email. Unless you are a brand-new business, your marketing team likely has a list of past, current, and/or potential clients and their email addresses. The email should have a professional design and clearly match the branding on your new website. In the email, share why you’ve designed a new website and any benefits for your prospects or clients.
We’ve led quite a few successful email campaigns announcing website launches and always recommend them to our clients. These email campaigns are best run a few weeks after launch, allow time to work all of the bugs out of your site.
Press Release
Press releases have long been in the domain of public relations professionals. However, they are also a great fit for a comprehensive B2B marketing strategy where the goal is to drive traffic to the website, a new product or company event.
Press releases are a fantastic way to announce the launch of a new website. For example, a great strategy is to announce a new website launch along with a complete rebrand. Explaining why the company went through the rebrand and how the new web design fits into this new brand make for interesting, newsworthy press releases.
Company Event
Big or small events are a great avenue for creating hype around your new website launch and to get your employees, clients, vendors, partners, and prospects interested in the new web design. The promotional event doesn’t need to be a major affair. It can be as simple as bringing in breakfast and having a company-wide meeting to announce the new website, explain the new design and website goals, as well as answer any questions about the new website. Or, if you’d like to make it a large affair to celebrate all the work and time spent on the new website, throw a large party where you invite clients, prospects, vendors, and employees.
