The first few steps after launching a website is usually to measure what is going on there. The objective is to obtain simple data such as the number of visitors to your site, the average time spent, the most visited pages, the bounce rate, etc. It is also useful for measuring strategic actions and identifying the visitors who have the most value for you. For example, an online retailer will be concerned with the number of shopping carts being abandoned while startups may be interested in the number of people subscribing to their newsletter.
All of this valuable information about your website audience is easily accessible with free tools. The best known of these is Google Analytics, which allows easy reading of the key website statistics. Although Google Analytics remains the undisputed leader, this platform has many competitors like Adobe Analytics, Mixpanel or Leadfeeder.
The implementation of these tools is mainly authorized by the installation of a code on your website. And if you use website design software such as WordPress, Shopify, Squarespace or Prestashop, dedicated modules or plugins simplify the installation of these tools. It is essential to install these tools before undertaking any online marketing activity in order to keep track of key metrics, conversions and engagement levels on the website.
Study your market and the competition
Once you have read the main statistics for your website, you should now be interested in your market and what your competitors are doing on the Internet. The Google Trends site is the first base for obtaining data on Google query trends. For example, it is relevant to look at the seasonal trends of your flagship product to anticipate variations in activity. Likewise, you can quantify the activities of your competitors by observing the trends in their name queries on Google.
If you want to perform more in-depth analysis on search terms, SEMrush is a complete tool. In addition to the query trends, you will be able to see the associated searches or the Average Cost per Click (interesting if you want to do paid SEO). A paid version of SEMrush also exists, with a more advanced level of analysis. In addition, its competitors SimilarWeb and Alexa give you statistics on the sites you choose. For example, you just have to type in your competitors’ URLs to find out how many monthly visitors they have or where their traffic comes from.
Another way to find out more about your competitors and analyze their active advertising is through social media monitoring tools. For example, Facebook has created a Facebook Ad Library, where you can see advertisements of the company of your choice. This is also possible on the Instagram application or on the LinkedIn page of a company.
Go for a content strategy
To make your website gain more visibility and traffic, it is important to adopt a well-thought of “content strategy”. You have to attract visitors thanks to the quality (and sometimes the quantity) of content that you offer. In addition to building legitimacy and credibility with your readers, this strategy will also allow you to improve your organic indexing on the search engines (SEO). It is certainly a time-consuming method but it has huge benefits in the long term.
Choose the channels best suited to your business
If you can set aside a budget dedicated to online advertising campaigns, then you have to bet on the right horses so as not to waste your investments. Depending on your target and your sector, certain marketing levers will be more appropriate than others. For example, if your offer is B2B, LinkedIn Marketing Solutions is worth considering (despite its relatively higher costs per click). Bing Ads is another option to consider for your B2B audience. It will also be a good idea to partner with professional translators who are members of reputed associations like the QSD to handle all translations as you continue to expand your digital footprint.
If you have an innovative B2C product that can easily be highlighted in videos, Facebook Ads can prove to be a powerful tool to relay the added value of your offer. Last, but not the least – Google Ads, a channel based on search intent remains to continue an all time favorite. Your advertisements appear after an user has searched for your service / product on Google. It is a lever that can work very well for most businesses. To help you find the keywords to target, try software like Keywords Everywhere or SEMrush.
Have brand ambassadors
Finally, to grab the attention of your audience, other people need to be talking positively about your brand for you. First, you must turn to testimonials from your existing customers, which you absolutely must collect on a regular basis. These testimonials are going to help you establish yourself as a trustworthy business and help improve your credibility with your target audience.