Why should I send a new website announcement? How long will it take for search engines to find it?
You thought you’d have more leads and sales by now! You launched your new website yesterday and still haven’t seen any forms be submitted….and a little doubt knocks at your brain and suggests that you wasted your money, or that you’ve been taken advantage of by a marketer - again.
NEVER FEAR! I want to shed light on some of the expectations you should have with different aspects of marketing. We are going to shoot straight about how long it takes to see more traffic and other improvements from different kinds of marketing that you implement.
1) What to Expect When You Launch a New Website
You should not expect everyone to immediately, and of their own volition, start viewing your website.
The reality is that 95% of websites on the internet never get seen in a single Google search. (YIKES!) So any traffic that is driven to their site is direct or referral traffic, which means that people are typing the website URL directly into their search bar or they are clicking on a link from somewhere other than a search engine.
Drive Leads to Your Website
In the SEO section, we will talk about getting organic traffic. Right now, let’s focus on strategies for increasing the direct and referral traffic to your website.
Realistically, if you want people to go look at your website, you have to give them a way and a reason to go there.
Consider the following:
Who am I telling?
- Are you telling current customers and new customers via in person, social media, email, and other forms of contact to find X, Y, and Z on your fancy new website?
How am I directing people to my website?
- What kinds of “springboards” are you using to launch people onto your website platform?
- Are you sharing related information on social media with a link to read more?
- Are you harnessing the potential of a targeted email list with offers, information, and resources that link back to your website?
- Do you provide any in store opportunities that incentivize people to go to your website even while their boots are in your shop?
Are my onboarding and sales funnels operating properly outside of the website?
- What portions of your onboarding process can be done through your website to make the process more efficient and enjoyable for your customers?
Is my website optimized or organic searches? (more on this in the SEO section)
Combat lackluster direct and referral traffic by proactively:
Sending a New Website Announcement
This new website announcement will serve as an opportunity to have a simple contact with your current customers and encourage them to check out your new online space. If this is your inaugural website, a website launch announcement could feature a way for user to give feedback so you can optimize the experience to their needs and make it even better!
Implementing a Blog and Newsletter
Consistently blogging and sending monthly newsletters with strong calls-to-action is a main way that businesses can drive traffic to their site. Tailor your content to your audience and personalize the emails you send, especially if you use a platform such as MailChimp or ActiveCampaign.
Keep in mind, your email should entice readers to click to your website to read the rest. It should provide an authentic hook. If the email includes the entire message, then readers have no reason to go to your website.
Providing Customer Centric Resources
If customers have a place to “help themselves” on your website, you will increase the recurring traffic to your website. While a blog is included as a resource, consider what documents you can have accessible to be downloaded and printed by the customer. Are there follow up questions typically asked that you can create responses to? What tools can you integrate on your website (like an estimate calculator)?
In each of these, you are giving people a way and a reason to visit your website.
Now let’s talk about some of the expectations you should have after investing in search engine optimization.
2) How Long Will it Take for My Site to Rank Better?
Gaining visibility from technical and local search engine optimization (SEO) depends on the extent of the SEO work implemented. Since only 5% of the bajillion websites on the internet ever get found in an organic search, it’s good to implement tactics to make sure you are among the few organically searchable websites.
Basic SEO changes take 2-3 months to show results:
For basic SEO changes, like local citation cleanups, you should expect to begin seeing results 2 to 3 months down the road. Why does SEO take so long? First, you have to recognize that SEO is a long term strategy. Think of it like a healthy lifestyle to maintain your goal weight as opposed to a 4 week diet. The work you put in on the front end is being registered by your body and improvements are happening, slowly but surely. With the internet, it takes time for the changes you implemented to be read by all the bits and pieces.
Keyword Implementation can take 2-3 weeks to show positive results:
SEO improvements that involve researching and implementing high value keywords for your website pages will take around 2-3 weeks to start showing noticable results. I HIGHLY recommend doing keyword research as a part of any website and SEO optimization focus, because, when done well, it drives better results. The softwares that agencies and SEO experts use to perform keyword research are not cheap, which it why it is well worth it to seek expert help.
Very targeted SEO work can yield results almost immediately:
Highly targeted SEO efforts on one blog post, for example, could be seen as quickly as 2 minutes after you hit publish and re-index the post in Search Console. Keyword research and offpage optimization to make the page as crawler friendly as possible are the major contributors for this. The results you see will vary case by case, page by page, because of what your competitors might be doing to target the same position.
So how long does it take to see results? It depends on what you are doing, but for the types of SEO implemented by most small businesses, expect to begin reaping the benefits about one month down the road.
3) How to Assess Marketing Campaign Success
The reality is that not everyone you reach with a marketing campaign will want to engage further or hand you money for whatever it is you are promoting.
You can set reasonable expectations for your marketing campaigns and website lead conversions by following the 20-25-50 Model. This means that of all the people who see your content, expect 20% to take the first step. Of that group, expect 25% to take the second step. And of that group, expect 50% to complete your desired action.
So if 1,000 people see your email offer for 10% off, expect 200 to click on the promotion to learn more. Then expect 50 people to contact you for even more information. And finally, a successful lead conversion process will yield 25 customers.
For platforms that have lower initial conversion rates, base your expectations off of those figures. So, what are some average response rates to expect?
What is the average response rate for Facebook Ads?
4-9% of people who see your ad will respond to it.
What is the average open rate for email marketing?
21%, but this varies dramatically by industry. Further, average conversion rate from an email is 5%.
What is the average response rate for mailers sent through Direct Mail or EDDM?
3.7% is a typical response rate for mailers. But, even from that small group, mailers have an average ROI of 18-20%.