5 website marketing strategies for small business growth

Mar 25, 2024 | Marketing, SEO

A common mistake I see small business owners make is investing heavily in the creation of their website without giving much thought to how they’re going to drive traffic to it. Without a solid website marketing strategy, even the most beautiful website will likely fail to deliver the desired results.

Fortunately, whether you’re a seasoned business owner or budding entrepreneur, it’s never too late to develop an effective strategy to grow your website traffic.

In this post, we’ll explore why website marketing is vital for small businesses and delve into some effective strategies to help you maximize your reach and grow your business.

Why website marketing matters for small businesses

Your website is often the first point of contact for potential customers. Therefore, it’s crucial that it’s easy to find and makes a strong first impression. A solid website marketing strategy helps ensure that your site is actively supporting you in achieving your business goals.

Here are a few reasons why website marketing is important for small businesses:

  • Enhanced visibility: Effective website marketing strategies increase your visibility online, making it easier for potential customers to find you.
  • Accessibility: A well-marketed website ensures that your business is accessible 24/7, allowing customers to engage with your brand at their convenience.
  • Customer engagement: Through website marketing strategies, you can provide valuable content and build relationships with your audience that lead to loyalty and repeat business.
  • Brand building: Consistent and targeted website marketing helps build brand recognition and credibility, establishing your business as a trusted authority in your industry.

Related post: What makes a great website?

5 website marketing strategies

Here are five different website marketing strategies that can help fuel the growth of your small business.

1. Search Engine Optimization (SEO)

SEO is the process of optimizing your website to improve its visibility in search engine results. Search engines like Google are constantly crawling the web and updating their indices in order to provide the most valuable and relevant information to their users. With a solid SEO strategy in place, small businesses can significantly increase the amount of traffic their website gets, in turn growing their audience, leads, and revenue.

SEO is broken down into a few key components:

  • Keyword research: Finding relevant keywords that aren’t too competitive to rank for
  • Content creation: Writing quality content, such as blog posts, that are optimized for your keywords
  • Link-building: Acquiring backlinks from other websites
  • Analytics tracking: Measuring your traffic and keyword performance over time in order to refine your strategy

Although SEO takes time to implement, it is one of the most proven and enduring website marketing strategies that any small business can benefit from. Plus, unlike many forms of advertising, it can be implemented for free, making it a cost-effective solution for businesses of all sizes.

2. Content Marketing

Content marketing involves creating valuable, relevant content to attract and engage your target audience. SEO and content go hand-in-hand; if you choose to pursue either of these website marketing strategies for your business, you’ll get the best results by implementing both. Aside from blog posts, content also includes videos and audio files. For example, having a YouTube channel or podcast is a form of content marketing that can help drive traffic to your website.

Whichever format you choose, content marketing is an excellent way to establish your brand as an authority in your industry while attracting targeted leads and customers. There are many ways to get creative with content marketing; Once you discover what works best for you, you may just find it one of the must fun parts of growing your business.

Email is one of the best website marketing strategies

3. Email Marketing

Email marketing remains one of the most effective and reliable strategies for driving engagement, nurturing leads, and generating sales for businesses of all sizes. According to a 2023 survey, 87% of brands claim that email marketing is critical to business success. Unlike other digital marketing strategies, email provides a direct line of communication between businesses and their customers. This is key for driving customer loyalty and repeat purchases.

Here are some additional reasons why email is an effective website marketing strategy:

  • Targeted and personalized messaging: With email marketing, businesses can segment their audience based on their behaviors and preferences.
  • Cost-effective: Unlike traditional advertising methods that require significant financial investment, email marketing can be implemented at a relatively low cost.
  • High ROI: According to a recent study, the average ROI of email marketing is $36 for every $1 spent. This blows every other marketing strategy out of the water.

Overall, email marketing plays a vital role in a comprehensive website marketing strategy, allowing businesses to build relationships with their audience, drive traffic to their website, and achieve their marketing goals effectively and efficiently.

Wondering which email marketing tool is best for small businesses like yours? Check out my review of Flodesk.

4. Organic Social Media Marketing

Organic social media marketing involves creating and sharing content on social media platforms, such as Instagram and TikTok, without paid promotion. This form of marketing is a cost-effective way for small businesses to establish and reinforce their brand identity through regular, authentic interactions with their audience. In addition to sharing content, social media marketing also involves engaging with your audience by responding to their comments and messages as well as actively reaching out to accounts that fit your target audience profile.

Compared to the other website marketing strategies on this list, organic social media marketing is likely the most time-intensive. In order to be visible on crowded platforms like Instagram without spending money, it’s necessary to create a high volume of content on a consistent basis. For small business owners who enjoy social media content creation and are willing to put in the time and effort, it’s a valuable way to build brand awareness, attract targeted leads, and drive website traffic.

5. Influencer Marketing

Influencer marketing has emerged as a powerful strategy for small businesses, particularly ecommerce businesses, to expand their reach, build credibility, and drive conversions. Influencers are individuals who have established credibility and a dedicated following within a specific niche. Partnering with influencers allows small businesses to tap into an existing audience that fits their target market.

If you’re new to influencer marketing, you’re likely wondering exactly how large of an audience an influencer should have in order to produce a positive ROI. However, it’s important to consider not just the size of the audience, but also how engaged it is. A small but engaged following (e.g. under 10k) could potentially be more lucrative than a huge audience with poor engagement. It’s also crucial that the influencer aligns with your niche and brand values. Otherwise, their audience may not fit your target market.

Website marketing: Where to start?

In today’s competitive business landscape, having a well-marketed website is essential for small businesses looking to succeed online. Whether you choose to implement one or all of the five strategies shared in this post, you’ll be well on your way to growing your brand’s visibility and attracting new customers.

If you’re unsure where to start, my personal recommendation is to focus first on content marketing and SEO in order to drive traffic to your site and provide free value to your target audience. Then, incorporate email marketing to grow and nurture your audience over time. These are the three website marketing strategies I’ve personally relied on the most over the past 5+ years to grow Steph Corrigan Design into a sustainable business.

If you’re a small business owner interested in implementing a simple yet effective SEO strategy to grow your business, I’d love to invite you to enroll in my self-paced course, the SEO Essentials Kit. Click here to learn more.

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