How to Promote Your Personal Brand Website

Social Media

Social media is a great place to announce the launch of your new website. If you are still preparing to launch, you can use social media to tease your audience and build up excitement around your launch.

(If you aren’t already leveraging the power of social media, it’s time to get off your heels, bite the bullet and jump in the game. If you are still questioning whether or not social media is something that’s here to stay, watch this video by Eric Qualman)

Organic Social Media

The biggest reason why small business owners don’t use social media is because they think it takes a lot of time, but in more times than not, people simply aren’t aware of the tools and technologies that allow them to leverage their time.

In order to effectively and efficiently leverage social media, the first step is to set up a Hootsuite account. Hootsuite is a social media monitoring and scheduling tool that allows you to schedule posts to publish at future dates and times.

How cool is that?

It gets even better: it’s FREE for small business owners!

Click here to get started with your free Hootsuite account.

Hootsuite is very simple to set up and to learn how to use. Once you set up your account it shows you how to connect your social media profiles, and once your social media profiles are connected you will be able to schedule posts. Craft a few messages to promote the launch of your new website and schedule them to post over the course of the next few weeks at various times across all your platforms.

For example, you could send out a tweet like: WHOA! Did you see it? We just launched our new website. “Facelift” is an understatement! Check it out: http://paperplanehq.com

Paid Facebook Ads

Did you know that you can target your existing customers on Facebook with Facebook ads? Facebook has a feature called Custom Audiences that allows you to upload your email list to Facebook and from there, those emails are matched with Facebook accounts and you can generate specifically targeted ads that display only to your existing customers. Leverage Custom Audiences to announce the launch of your new website to people that already know, like and trust your brand. There are some more advanced things you can do with Facebook ads where you can even display ads to people who follow your competition on Facebook.

For more detailed information on advanced Facebook advertising and advanced Facebook marketing, check out our friends Alex Houg and Jon Loomer.

Email

One of the easiest and quickest ways to get the news of your new website out to the world is sending an email.

Send a Broadcast

Fire up your email marketing service and craft an email letting your subscribers and customers know that you have a new website. Maximize your results by creating an element of competition or play to increase the number of people that go to your site and the amount of time they spend there.

For example, you might insert an unusual word like “preposterous” somewhere on your site and give away a $10 Amazon gift card to the first 5 people that find the word on your site, take a screen shot of the word and send it back to you via email. If you have a newsletter that you send out on a weekly or monthly basis, be sure to mention it there, too!

Edit Your Signature

Add a link and a short message announcing your new website to your email signature. This will be a way to generate some traffic to your website from efforts that you are already doing, like emailing customers, clients and vendors. Edit your signature once and it will automatically be added to all of your emails. Add something like this to your email signature: Have you seen our brand new website? It’s almost as good looking as you are!

Check out our new site here: http://www.paperplanehq.com But really… check out our new website.

Direct Mail

Customer Mailer

Do you have a database of customer mailing addresses? One of the best ways to generate excitement around your new website is to notify the people who already know and trust your brand, so you can send out a direct mail piece or flyer to your existing customers to generate some excitement.

Tip: In the announcement, include a small discount similar to the previous example to drive repeat sales. The messaging of this piece should make your customers feel like they are a part of the family and are getting an exclusive offer.

Are You Shipping a Physical Product?

If you have a business with a physical product that you sell in a retail store or ship out to customers, there is a highly under-leveraged marketing tactic that you can take advantage of when launching your new website. Brown-Box-Shipping-SmallWhen delivering your physical product, place a flyer or other advertisement that announces the launch of your new website in the box or with the products your new customer purchased. If your new website is an e-commerce website, meaning people can make a purchase through your website, it might be a good idea to offer a discount to incentivize a repeat purchase.

For example, you could include something like: OMG! We just launched our new website and all of our great products can be purchased from the comfort of your living room couch. Use this coupon code “CouchPotato” to save 27% on your entire order by the end of the month.

Mistakes to Avoid When Promoting A New Website

Don’t Launch Everything At Once

One mistake I see a lot of people make is trying to coordinate the launch of their website, book, newsletter, YouTube channel, podcast and social media channels on the same day because people want to convey an image of growth and progress. While it’s great to present your new brand all at once, spreading out your launches of each platform or product gives you multiple exciting reasons to reach out to your network. If you launch everything at once, people will get overwhelmed and will end up not going to anything. Tip: Stagger the launch of the different components of your new business to generate a sense of excitement around your brand.

Don’t Abandon “New” Prematurely

“New” is a very relative term — use it to your advantage. Too often I see people talk about their “new” website for a week or two, but then for some reason, the excitement dies and the conversation stops. Have you ever seen a new restaurant open? Just the other day I drove by a Cheddar’s in Chandler, Arizona and they had a GIANT “Now Open” sign. The funny part is that, I drove past that same Cheddar’s about 4 months ago, and that same sign was there!

I pulled over, parked my car, and went inside, curious to know when the restaurant opened it’s doors for business. I discovered that location opened on March 31st! As of September 5th (over 5 months later) they were still boldly featuring a “Now Open” sign out front. The point I’m attempting to make is that “new” for you and “new” for your customer are almost always not the same. Keep that in mind.

Tip: Take a play out of the restaurant world’s playbook and use the term “new website” for months after your site goes live. After all, it’s still a new website for your new customers.

Important: Driving Results With Your Website

Before you start promoting your website, it’s important to make sure your website has the essential components to to drive results. Check out this post I wrote that outlines 5 things every great website must have.

No matter how hard you promote your website, the most important piece of the puzzle is having quality content on your site that adds value to your visitors. If your website content is poor, you could send a million people to your website this month and still get no results.

Traffic is absolutely essential, but quality content is what will turn website traffic into revenue. This is why having a content marketing strategy that is designed to attract and educate your target market is so important. A content marketing strategy will help ensure your website and blog consistently features recent, relevant, and credible information (three important things for SEO).

 

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