I heard a great analogy from a client this week. It was either hers and was brilliant, or was mine and she stole it. Either way, I shall share with you now;
"Starting the branding and website process is a bit like opening a shop. You need the shop signage (the branding) and the shop front (the website). Once the shopfitters (lazy grace) have been in and fitted out the shop (built the website), the client has to go in and make it pretty (inputting content)."
But this is where the real work starts.
If you sit back behind the till with your feet up and expect people to magically flood into your shop, you’re going to be giving the keys back to the landlord fairly soon.
What you need to do is to get out and about and tell people about your fancy pants new shop to get them to come in and buy your stuff! Or else you’ll be flogging your stuff down the local boot sale in no time.
Too many people expect a website to magically generate customers, appear on the first page of google and make them overnight success stories without putting in any of the leg work. Or possibly worse, putting in a small and sporadic amount of legwork.
Drive traffic to your site.
It doesn’t take a genius to work out how to tell people about your site, and most of the ways you can do so are free. Social media, search engine optimisation, blogs and forums… the list goes on.
What it does take, it a good strategic plan, time and consistency. And this is where some people will struggle.
“I’ve tried tweeting about my site and it doesn’t work”
My first questions for this are “what did you tweet, when did you tweet and how often do you tweet?”
If you’re posting on social media less than twice a day, every day, it’s often a waste of time. The time you have spent to think of the witty story, anecdote or reason to buy will be lost amongst tens, hundreds or thousands of other peoples posts.
Did you know? The average lifespan of a tweet is 18 minutes.
Did you also know? Facebook posts garner 75% of their engagement within the first 5 hours
What does this mean?
On twitter – known to be much faster moving than Facebook - with the rapid amount of tweets being published per second, it is more than likely that your tweets get lost in the crowd of newer tweets, losing its power shortly after.
On facebook, your audience have a great chance to miss your post if you sent it at 10am and they didn’t check their profile until 7pm.
Your posts need to be regular, useful, consistent and timed to your audience.
But it’s not only social media.
You can spend time on keywords, search friendly URLs and updated content to help with your google search engine ranking.
Even if you are on the first page of Google, you are still just one of millions, a commodity, unless you’ve spent some effort in educating potential customers to your unique proposition.
You can use free or paid for mailing clients to send out a fun yet informative newsletter.
You can print off leaflets, put adverts in newspapers and appear on the TV and radio.
The list goes on. And on.