Assuming that the process stops when the site goes live is a pretty common mistake. The truth is, it’s really only the beginning. Marketing is always a work in progress with endless opportunities to improve and grow. Today we’ll look at some steps to keep you moving in the right direction after your website goes live.
Bill Gates said, “We all need people who will give us feedback. That’s how we improve.” Getting candid feedback on your website helps you better understand user experience. There are a lot of easy ways to collect feedback:
- Add a “Feedback” button on your website.
- Create a pop-up survey on the site and offer an incentive to complete.
- Create a focus group based on your target audience and collect their feedback.
Use these insights to make updates to the site. These tweaks can improve conversions and get you closer to your website goals. Don’t forget, collecting feedback should be an ongoing process, not a one and done!
Monitor Website Performance
Google Analytics is a free website performance tracking tool, which you can install on your website. You can use data to discover things like; how visitors are finding your site, what they are looking at, and how long they stay. This information can be used to improve site performance and your overall marketing strategy.
Google Analytics is fairly easy to install on your own. However, to fully take advantage of this product you need to understand how to collect and read the data. This is a great time to tap into your website team. They can manage this tool for you or help you learn how to use it on your own.
Build a Digital Marketing Strategy
Your website is only one piece of the marketing puzzle. A successful digital marketing strategy combines many methods to reach your objectives:
- Social media
- Email marketing
- Search Engine Optimization (SEO)
- Online content strategy
This can seem daunting; there are a lot of options to consider. Talk to the team who built your website. They can help create a plan that works for you. Don’t feel pressured to do everything at once. Focus on making steady, ongoing progress towards your goals.
Grow Your Website
As your digital marketing strategy develops your website will grow as well. There are so many ways you can enhance the visitor experience, keeping them coming back to your site and staying longer each time.
- Downloadable resources
- Project galleries
- Tools, quizzes, calculators
- Social media integrations
The list really is endless. However, that doesn’t mean that you should add every shiny new thing to your website. Any additions to your website should be thoughtfully considered in light of your overall goals.
The Website “Oil Change”
Few people would buy a new car and then never take it in for maintenance. Too many people get a new website and then forget about maintenance. Like a car, if you just ignore your website eventually it ends up broken down. For things to continue to run smoothly you need to give your website some ongoing attention. Your web team can help you understand what maintenance is required and find a maintenance package that makes sense for you.
I hope you find this information helpful. Always remember that effective marketing is an evolving process. There are infinite chances to improve and grow. My advice it to know your goals, collect feedback and continue to make changes that get you closer to those objectives.