Website promotion - what does it involve?

by Meike Müller

In our previous blog article "Web development and website management", we already introduced you to the most important website components. Today we want to give you an overview of the measures you can take to successfully promote your website. If you have any further questions about web development or need help with creating your website - feel free to contact us! And now enjoy the article.

To retain customers and provide them with valuable content, we recommend content marketing. By adding a blog to your website, you have the opportunity to provide your target group with relevant content and thus bind them to the company. Of course, you can also promote relevant products in this way. As your users don't check your website every day for new content, it's important to promote it regularly via external platforms.

Reading time 5 min

An overview of the various online marketing measures

In the following article, we have put together an overview of the most common measures that will help you to direct the right visitors to your website.

Download our infographic with an overview of all online advertising measures now!

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Poster website promotion overview

What you can expect
  1. Push & pull marketing
    1. What is push marketing?
    2. What is pull marketing?
  2. Social media ads
    1. What are social media ads?
    2. Why social media marketing?
    3. Advertising networks for social media advertising
  3. Display Banner Ads
    1. What are display banner ads?
    2. Why Display Banner Ads?
    3. Advertising networks for display banner ads
  4. Native content ads
    1. What is native content marketing?
    2. Why Native Content Advertisement?
    3. Advertising networks for native content marketing
  5. Search Engine Optimization
    1. What is Search Engine Optimization?
    2. Search Engine Advertisement (SEA)
    3. What is Search Engine Advertisement?
    4. Why SEA?
    5. Advertising networks for Search Engine Advertisement
    6. SEA Tools
  6. Email marketing
    1. What is email marketing?
    2. Why email marketing?
    3. Email marketing tools
  7. FAQS
    1. What are promotional websites?
    2. What is a content management system?
    3. What are email marketing tools?
    4. What are mailings?
    5. What are SEA tools?
    6. What are advertising networks?
    7. What is a Google content advertising network?

Push & pull marketing

In general, advertising measures can be divided into push and pull marketing.

What is push marketing?

Push marketing refers to (online) advertising measures that actively engage the target group and draw their attention to your content/products. Push marketing includes, for example, social media and display banner ads as well as native content marketing as a hybrid form.

Vorschau YouTube Video von Push Marketing

What is pull marketing?

Pull marketing refers to (online) marketing measures in which the target group actively searches for content/products on the internet. The pull measures then ensure that your content/products are displayed in the respective search. This type of advertising includes Search Engine Optimization (SEO), Search Engine Advertisement (SEA) and email marketing.

Social media ads

The use of social media platforms has increased rapidly in recent years. In addition to posting organically on your own profile, it is also possible to place paid advertisements.

What are social media ads?

Social media advertising can be placed on all common platforms such as Facebook, Instagram, Reddit, Tiktok or LinkedIn. The desired content can be promoted in the form of image or video material. You can select your target group according to their interests and also provide them with further content after they have visited your website by placing cookies there. This is called remarketing.

Why social media marketing?

Social media ads can be used for various marketing objectives. On the one hand, they are well suited to generating awareness for your brand or a product, for example. On the other hand, they can also be optimized to generate leads or direct conversions, e.g. sales.

Advertising networks for social media ads

Social media ads can be created and displayed via the respective advertising platform. The most common advertising networks are

Since not every person in your target group is regularly on social media platforms, we also recommend using display banner ads, i.e. online banner advertising.

Display banner ads are advertising banners that are displayed on websites where your target group is located. The banners are placed around the actual content of the website. You can display your advertising campaigns in the form of text, image and video ads on partner sites, e.g. Google, and also carry out remarketing here.

Below we show you an example of what display banner ads for EXWE look like:

Grafik Display Banner Ads SEA

Banner ads on websites help you to achieve various marketing goals. In addition to creating brand awareness, they also help to generate leads and conversions (e.g. sales).

Platforms on which you can display banner ads on the internet are

Vorschau YouTube Video von Google Ads

Native Content Ads

Native content advertising is another form of website promotion.

What is native content marketing?

With native content marketing, you as a company create content, e.g. in the form of a blog post, which is then published on external platforms that are thematically relevant to your company. The content should primarily inform the target group about a specific topic and then also draw their attention to your company's services/products.

Why native content ads?

This form of advertising helps you and your company to generate leads. You can also present your company as an industry expert in this way.

Advertising networks for native content marketing

The best-known platforms for native content marketing are

Vorschau YouTube Video von Native Advertising

Search Engine Optimization

In addition to being able to approach your target group directly, it is important to be visible where your target group searches for relevant topics - on search engine platforms.

What is Search Engine Optimization (SEO)?

Search engine optimization aims to optimize your website as much as possible for search platforms such as Google or Bing without spending money on advertising. Increased visibility therefore also helps your company to generate more traffic. You can find detailed information about SEO in our blog post: Web development and website management - a complete overview.

As SEO is a long-term measure, there is also the option of advertising your website on search engine platforms such as Google or Bing.

To be successful on search engine platforms, it is important to appear in the top positions below the search window, as these are the most frequently clicked. Text or shopping ads can be placed for this purpose. Depending on the goals of your campaigns, you can opt for payment models such as cost per click (CPC), cost per action (CPA) or return on advertising spend (ROAS).

Why Search Engine Advertisement?

SEA ads help you to promote your website content and generate leads and conversions (such as sales).

The best-known and most frequently used advertising networks for SEA are

SEA Tools

Online tools that help you to display your SEA ads in the best possible way:

Vorschau YouTube Video von SEA Tools

E-mail marketing

To encourage your customers to visit your website regularly, we recommend using email marketing.

What is email marketing?

You or your company can use email marketing to send your newsletter subscribers target group-specific content. Examples of this are welcome campaigns or event mailings. It is important to send newsletters at an appropriate frequency that is stimulating but not annoying.

Why email marketing?

You can use email marketing to acquire new customers, retain your existing customers and increase awareness of your brand. You can also use it to report on support and services.

Email marketing tools

Tools for creating appealing mailings are:

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Download the free poster about website promotion now

FAQ: Questions and answers about promotions

If you still have questions about promotions, you will find a few frequently asked questions and the corresponding answers and explanations here. If you still have a specific question, please do not hesitate to contact us.

  • What are promotional websites?

    Promotional websites are websites that are used to raise awareness of a product or brand and increase sales. These websites can contain different types of content, such as product information, customer reviews, special offers and voucher codes. They can also include interactive elements such as quizzes and competitions to engage users and stimulate their interest in the brand or product. Promotional websites are often used by companies to advertise their products and services and reach their target audience.

  • What is a content management system?

    Content management refers to the creation, management, distribution and maintenance of digital content. This usually includes text, images, videos, audio and other media published on websites, blogs, social media and other digital platforms. Content management also includes the planning, organization and coordination of the content creation process to ensure that content is relevant, up-to-date and engaging. It is typically used by companies to manage their digital presence and reach their target audience.

    Vorschau YouTube Video von einen Content Management System
  • What are email marketing tools?

    Email marketing tools are software applications that help companies create, manage and analyze email campaigns. These tools usually offer various features and functionalities, such as creating email templates, managing email lists, integrating with other marketing tools and analyzing email campaign data. They can be used by companies to optimize their email marketing efforts and improve the performance of their email campaigns.

  • What are mailings?

    A mailing is a message that is sent by email. It can be a single message sent to a specific recipient or a mass email sent to a large list of recipients. Mailings are often used by companies to inform their customers about new products, services or promotions. They can also be used to gather feedback from customers or to maintain customer relationships.

  • What are SEA tools?

    SEA tools are software applications that support companies in carrying out search engine advertising. SEA stands for Search Engine Advertising, which means that companies can use it to place paid ads in the search results of search engines such as Google or Bing. These tools typically offer features such as keyword research, ad creation, bid management and campaign analysis to help companies optimize their SEA efforts and improve the performance of their ads.

  • What are ad networks?

    Ad networks are platforms where companies can place ads to promote their products and services. These advertising networks consist of various websites, blogs and other digital platforms that have agreed to publish advertisements from companies. The companies pay for publishing their ads based on either clicks or impressions (i.e. how many times the ad is displayed). Advertising networks can help businesses reach their target audience and increase their exposure.

  • What is a Google content ad network?

    Google's content advertising network is a network of websites on which Google ads can be placed. These websites are partners of Google and have agreed to display Google ads on their pages. This allows companies to place their ads on a variety of websites and reach a wider audience.

    Vorschau YouTube Video von Google

Do you still have questions about website promotion or do you need support with web development? Then get in touch with us! As an IT agency, we offer you expertise in SEA and SEO and can draw on years of experience in software development. Do you have an online store and want to improve its performance? Then you've come to the right place. We look forward to hearing from you!

What is your project? If you want to tell us about it, we'll call you back!

from 10.01.2022

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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