Creating your website took a tremendous amount of planning, management and coordination (and for many of us, stress). So it only makes sense to put as much effort into building a marketing and communications plan that will help you promote your new website.
To ensure your website’s success over the long term—and to make sure you get the most ROI—you need to roll out a solid marketing plan that will help you achieve your website’s goals.
If you’ve just launched your new website and now wondering how best to spread the word, we’ve compiled a step-by-step marketing plan for your new website.
How can I promote my new website?
You’ll want to think of your new website as an event; it’s something big that will happen on a specific day and time, like making your brand’s product or service available to the public. This will help you put your marketing plan into perspective, both for yourself as the website owner and your marketing team.
The best time to develop a marketing plan for your new website is, of course, before the actual launch. This way, you can plan and strategise well, and manage expectations.
Step 1: Making the Announcement
We recommend campaigning about your website launch first at least two weeks or a month before the scheduled launch date. This will help you build excitement and create awareness about the upcoming event. No matter how awesome your website is, it wouldn’t matter if no one is around to see it.
If you have the time and budget, you can pitch to local and industry-specific publications through press releases. If you have an old website, it’s also smart to write a series of blogs about the new website, exciting features and new functionality to help build anticipation.
Also, don’t forget to make announcements internally. Your employees or team members should be kept in the loop during the transition and the time leading up to the launch as they, too, can help in spreading the word.
Here are the tools and channels you can use in your announcements:
- Email blasts
- Press release
- Your current website
- Social media
- Online community or groups
- Telephone scripts
Step 2: Content
Before launch, aim to have at least three pieces of valuable blog posts available to consume. We recommend having at least one viral piece of content published in your soon-to-be blog, something that’s not too salesy but rather relevant to your customers. This will make your website a resource that’s ready to serve its audience and something worthy of subscribing to.
Here are some types of content you can explore for your pre-launch blogs:
- Detailed guide (how-to)
- Round-up post (listicles)
- Expert tips
- Case study
Step 3: Be Cohesive
To achieve a successful launch, we suggest being consistent on every front, from updating email signatures to posting on social media. It’s best to refresh all tangible marketing collateral to reflect the new website. Some items you need to consider are:
- Social media profiles and pages
- Business cards
- Marketing materials (flyers, brochures, folders, etc)
- Email signatures
Step 4: Create Buzz
Launching with a bang! is really about building relationships. Nothing can help get your website off the ground faster than being talked about by other people. Reach out to your social media followers, your existing email list, and your loyal customers. This will help you get traffic coming to your website immediately.
When launching a website, we always like to create a “coming soon” teaser page on the soon-to-launch website. This is a way of letting people know in advance what’s going to happen and at the same time, collect email addresses with a strategically placed email signup form. To encourage signups, you can create a contest or host a giveaway to be drawn on launch day.
Step 5: Keep Promoting
Post-launch, as soon as your “coming soon” page is pulled down, you still have a number of things left to do.
- Email your subscribers.
Now it’s time to email them to let them know you’re live. It would help if you can give them an easy way to share your site by including a link.
- Be thankful to those who helped.
It pays to go a little extra and send a thank you email to your team members, contributors, partners and customers.
- Keep creating content.
Even after your website has launched, you need to churn out content as frequently as possible to stay current and noteworthy.
Step 6: Measure
As soon as you get your website up and running and you already have incredible traffic coming, you should start measuring your new website’s performance. Create a Google Analytics account to start tracking your results. This guide will also help you navigate your way through Google Analytics.
Here are a few metrics you need to keep an eye on:
- Bounce rate
- Average time on page
Do you find these tips helpful? Let us know your thoughts in the comments below!