Article by DAVID JOHNSTONE
Businesses executives sometimes treat building a website as if it’s the only item needed to promote their enterprise. The phrase “build it and they will come” is their plan to get clients…after being found through the SEO that happens in a search on Google.
Well, it doesn’t work that way. Yes, eventually Google, Bing, and Duck Duck Go will find their website and add the pages into their search index. But it could take 60 to 365 days for a new website to be found on the first page of search results.
You have to agree that’s way too long to wait. What should be done to supplement being found in the search engines? You need to start telling people about your website every single day. Get your service, product, or offer in front of the right people as much as possible, whenever, however, and whatever human-to-human way possible.
It’s like a party invitation. Do you plan a party for Saturday night and hope people will magically learn about it and come? No! You need to invite people, or no one will show. Paper invitations, phone calls, texting, and email are all terrific ways to tell your friends and family about your upcoming party—or your website’s party. Tell everyone.
You’ll also want to reach people and build your visibility with additional free resources such as:
- Google Maps
- Bing Maps
- Apple Maps
…and there are hundreds more. The ones listed above are the most important, and you should start with them. Continue using them to tell people every day. The free stuff above only gets you so far. You will need to use one or more of these advertising platforms to target right now the people who want or need what you offer:
- Google Ads
- Bing Ads
These platforms help you to reach the right people—it’s like picking the easy, low hanging fruit. You want people who will be an easy “yes,” who are eager, who can pay for what you offer. You won’t waste money on paid ads that reach people who are ready to buy today.
Do you see the myth that all you need is a website? Start working with the free services once your website launches, then invest in the paid platforms to invite the right customers.
And finally, remember to check your numbers. The question to ask daily is, “How many people got the invitation, and how many sent a reply?”