Website Promotion - What is involved?

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 what you can do to promote your website successfully. If you have further questions in the area of web development or need help with the creation of your website - feel free to contact us! And now enjoy the article.

Reading time 5 min

In order to retain customers and provide them with valuable content, we recommend you to do content marketing. By adding a blog to your website, you have the opportunity to provide your target audience with relevant content and thus bind them to the company. Since your users don't check your website every day for new content, it's important to promote it regularly through external platforms.

An overview of the various online marketing measures

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

Download our infographic with the overview of all online promotion measures now!

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Poster Website Promotion Overview

What to 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 Advertisement
  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 Optimisation
    1. What is Search Engine Optimisation?
    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

Push & Pull Marketing

Generally speaking, advertising measures can be divided into push and pull marketing.

What is push marketing?

Push marketing refers to (online) advertising measures that actively reach out to the target group, thus drawing 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 mixed form.

What is pull marketing?

Pull marketing refers to (online) marketing measures in which the target group itself 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 e-mail marketing.

Social Media Ads

The use of social media platforms has increased rapidly in recent years. In addition to posting organically on one's own profile, there is also the possibility of placing paid advertisements.

What are social media ads?

Social media ads can be placed on all popular platforms such as Facebook, Instagram, Reddit, Tiktok or LinkedIn. The desired content can be promoted in the form of images or videos. You can select your target audience according to their interests and also provide them with more content after they visit your website by placing cookies there. This is called remarketing.

Why social media marketing?

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

Advertising networks for social media ads

The social media ads can be created and played out via the respective advertising platform. The most common advertising networks are:

  • Facebook Business Manager
  • Reddit Ads
  • TikTok For Business
  • LinkedIn Business Manager

Since not every person in your target audience is regularly on social media platforms, we also recommend you to use Display Banner Ads, i.e. online banner ads.

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 web page. You can display your advertising campaigns in the form of text, image and video ads on partner sites of e.g. Google and also do remarketing here.

Below we show you an example of how the Display Banner Advertisement for EXWE looks like:

Grafik Display Banner Ads SEA

Display banners on websites help you to achieve various marketing goals. Besides creating brand awareness, they also help to generate leads and conversions (e.g. sales).

Platforms where you can display banner ads on the Internet are:

  • Google Ads
  • Bing Ads

Native Content Ads

Another form of website promotion is Native Content Advertisement.

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 fit thematically to your company. The content should primarily inform the target group about a specific topic and then also draw their attention to the services / products of your company.

Why Native Content Ads?

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

Advertising networks for Native Content Marketing

The most popular platforms for Native Content Marketing are:

  • Taboola
  • Outbrain

Search Engine Optimisation

Besides being able to reach your target audience directly, it is important to be visible where your target audience 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 like Google or Bing without spending money on advertising. Increased visibility therefore also helps your company to generate more traffic. For detailed information on SEO, see our blog post: Web Development and Website Management - A Complete Overview.

Since SEO is a long-term measure, there is also the possibility to advertise your website on search engine platforms like Google or Bing.

To be successful on search engine platforms, it is important to appear on the top positions below the search window, as these are clicked on most often. For this purpose, text or shopping ads can be placed. Depending on the goals of your campaigns, you can choose 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 promote your website content and generate leads and conversions (such as sales).

The most popular and most used advertising networks for SEA are:

  • Google Advertisement
  • Bing Ads

SEA Tools

Online tools that help you get the most out of your SEA ads are:

  • Adference
  • Channelpilot
  • adSoul

Email Marketing

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

What is email marketing?

Using e-mail marketing, you or your company can send target group-specific content to your newsletter subscribers. Examples are welcome campaigns or event mailings. It is important to send the newsletters at an appropriate frequency that is animating but not annoying.

Why email marketing?

You can use email marketing to attract new customers, retain your existing customers and increase brand awareness. It's also a great way to tell people about support and services.

Email Marketing Tools

Tools for creating appealing mailings are:

  • Klaviyo
  • Rapidmail
  • Mailchimp
  • Cleverreach
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Download now the free porster about website promotion

You still have questions about website promotion or you need support with web development? Then feel free to contact us! We as an IT agency offer you expertise in SEA and SEO and can draw on years of experience in software development. You have an online store and want to increase the performance? Then you are exactly right with us. We are looking forward to you!

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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