Website Marketing Strategies for Growth: Types & Steps

Nowadays, having a website for your business or brand is not enough. Beyond flashy content, visual design, and animations, your website needs a solid marketing strategy to attract visitors and drive conversions.

With the advent of modern technology, marketing has evolved, but its foundation remains the same—building strong relationships with existing and potential customers. The new digital age is changing businesses by providing leads and automating social interactions that turn buyers into loyal advocates.

This highlights why website marketing strategies are essential for transforming a website into an effective lead generating tool. Practical website marketing strategies help engage the target audience, increase online visibility, and drive revenue.

This article will explore helpful website marketing strategies, covering different approaches from setting clear goals to tracking your website's marketing performance.

Every online marketing campaign involves lead generation activities, which start with precise goals and a detailed understanding of the target audience. 

These elements are combined through marketing efforts to develop an effective online marketing strategy. Without them, marketing can become inefficient and costly.

Setting clear goals

Having clear and measurable objectives is crucial for a successful website marketing strategy. It is the pilot of any effective marketing effort to enhance website traffic, engagement, and conversions. 

Your website’s primary objective should align with one or more of the following:

1. Increase sales

As with many businesses, generating revenue is an important objective. Phrasing a goal simply as “I want to sell more” is far too abstract and will not effectively guide your strategy. It is essential to make sure that targets are specific and measurable.

2. Grow email subscribers

A strong email list will drive website traffic, generate leads, and improve conversion rates. A study by eMarketer highlighted that 81% of marketers believe that acquiring customers through email marketing is the most effective method.

3. Raise brand awareness

A global survey conducted by Statista in 2022 found that 5 in 10 consumers are willing to pay more for a brand they recognize.

Customers are likelier to subscribe or purchase from brands they trust, recognize, and perceive as credible.

4. Drive more website traffic

No steady traffic will yield no website visitors, thus no conversions or revenue. More visitors create more opportunities for sales, ad revenue, and user engagement.

5. Improve social media engagement

A 2024 global survey by Statista found that 83% of marketers consider increased exposure a key benefit of social media marketing.

Strong social media engagement can drive sales, build trust and increase revenue by growing a loyal community and expanding customer reach.

Defining your target audience

After clarifying your objectives, the next focus area would be your target audience. Understanding your audience allows you to tailor your marketing efforts, choose the most effective advertising strategies, and increase conversion rates.

When determining your target audience, you should create a target audience profile to create a general representation of your ideal customer.

Consider the following factors to build an effective audience profile:

1. Demographics. This includes basic information such as age, gender, location, income level, and education for effective audience segmentation.
2. Psychographics explores how users think and behave, going beyond demographics to reveal their interests, values, lifestyle choices, and media consumption habits.
3. Pain points. To identify the problems that need to be solved, determine the struggles of your audience that your product or service can address. 
4. Needs and preferences. This refers to the factors that motivate purchasing decisions and how customers prefer to engage with brands. 

How audience clarity aids in channel selection

After clearly defining the target audience, the next step is determining what marketing channels work best for each segment.

Choosing the right marketing channel is not a simple decision—it requires careful consideration of several critical factors.

1. Nature of the platform and its users

Each platform attracts a different demographic and serves a unique purpose. For instance, Gen Z audiences may be more active on social media platforms like Instagram or TikTok, while professionals are likelier to engage on LinkedIn.

2. Marketing objectives

Different marketing channels excel at other goals. For example, to boost sales, Instagram Shopping and Google Ads are well placed to fulfill the intended purpose. If the goal is to build authority, email marketing is best suited for warming leads to waiting customers.

3. Content format and style

Various types of content require different social media and marketing platforms. For example, if you sell fashion products, Pinterest is ideal for visual content.  However, if you are providing information or solutions search engine marketing, content marketing, and affiliate marketing can be more practical.

Identifying and segmenting your audience

Audience segmentation is a well-known marketing strategy that divides a broad audience into smaller subgroups based on shared characteristics. This segmentation can be demographic, behavioral, psychographic, or geographic.

To effectively carry out the segmentation process, relevant audience information should be collected and analyzed using the following methods:

1. Surveys and interviews. Collect customer feedback by utilizing survey forms and opt-in forms.
2. Website analytics. Track user behavior using tools like Google Analytics, Bing Webmaster Tools and Hotjar.
3. Social media insights. Analyze engagement and performance metrics using social media tools like Instagram Insights and LinkedIn Page Analytics. 
4. Purchasing behavior. Look for patterns among first-time visitors versus repeat customers using sales analytics and reporting dashboards (e.g. Shopify Analytics or Woocommerce Sales Analysis)
5. Engagement levels. Determine who the new audiences are, active users, and inactive subscribers are.
6. Interests and preferences. Segment audiences based on content categories or product preferences.

Search Engine Optimization (SEO) is one of the most effective long-term website marketing strategies for driving organic traffic from your target market and converting potential customers into loyal proponents. 

Whether it's a whole website or high-converting landing pages, you don’t have to spend a fortune to ensure your website appears on the first page of search results, making SEO a highly cost-effective website marketing strategy. 

While SEO delivers real business results such as improved visibility, attracting the right audience, and increasing conversions—it does require ongoing content updates and technical enhancements to maintain search engine rankings and stay ahead of competitors.

Implementing SEO techniques will significantly improve your marketing website's strategy and overall results.

Keyword research and on-page optimization

According to Ahrefs, 90.63% of webpages receive zero traffic from Google, primarily due to poorly targeted or low-volume keywords. This explains why keyword research is the foundational root of SEO success. 

Using keyword tools like Google Keyword Planner, Ahrefs, or SEMrush, you can choose high-impact keywords with strong search intent and optimize pages effectively using the following steps:

• Include primary keywords in the page headings and subheadings since they are the most visible parts of the webpage.
• Write keyword-rich meta titles and descriptions to boost click-through rates.
• Add relevant keywords in body content, image titles, and captions to improve context and relevance.
• Use internal linking with high-value keywords to strengthen topic authority.

Technical SEO and site performance

Technical SEO enhances your website's performance, such as loading speed, mobile-first design, and code-level functionality, to improve its ranking on the search engine results page (SERP). 

It is one of the vital aspects of search engine marketing and optimization. Technical SEO involves optimizing the website's infrastructure and backend elements to ensure it's easy for a search engine like Bing or Google to find, crawl, and index your web pages.

Technical SEO plays a big part in your overall website marketing strategy. If your site has indexing issues, other efforts like content marketing or paid advertising will have little impact. When optimizing for technical SEO, focus on the following core practices:

• Use performance testing tools like Google PageSpeed Insights or GTmetrix to determine performance gaps.
• Optimize images, HTML, CSS, and JavaScript files to improve page loading speed.
• Use responsive design frameworks (e.g., Bootstrap or Tailwind CSS) to ensure your site is responsive and mobile-friendly.
• Keep short and descriptive URLs with relevant keywords.

Link building strategies

First Page Sage stated that a website needs an average of 203 backlinks to rank on the first page of Google search results.

Earning backlinks from reputable websites strengthens your domain authority and trustworthiness in the eyes of a search engine. Two of the most reliable ways to gain backlinks are guest posting and digital press mentions.

1. Guest posting

Guest posting is contributing articles to different high-authority websites in your niche to earn backlinks to your site.

Prepost SEO and BuzzStream are two websites you can use to get high authority sites for guest posting.

2. Digital press releases and mentions

Press releases and brand mentions create visibility through media coverage, influencer marketing/partnerships, and editorial features. These can be distributed via email campaigns, media websites, and social platforms to increase your site’s reach and backlink potential.

Content marketing involves creating and distributing valuable, relevant content such as articles, graphics, or videos to attract and retain your target audience. These can include blogs, videos, webinars, ebooks, and infographics to cater to the diverse needs of specific audience segments.

As noted by Demand Metric, content marketing yields three times more leads than conventional marketing while costing 62% less on average. Because of this, 90% of organizations have integrated marketing content into their marketing strategies.

Crafting high-quality blog posts

Blogs remain one of the most practical content marketing tools for connecting with your target audience while attracting potential customers and search engines. Blog posts are excellent resources for promoting your brand, products, or services using various formats such as text, images, videos, and other multimedia content.

Check out these helpful tips for your next blog post to enhance the interaction of your blog:

1. Use descriptive headings and subheadings. Use succinct, informative headings that accurately reflect the content of your blog.
2. Mix Long, medium, and short form content. Adapting to different content lengths helps maximize reach and engagement.
3. Strategically use visuals. Although images, videos, and infographics significantly boost levels of user interaction, make sure to strategically use them so they don’t draw attention away from the main content.
4. Add a call to action (CTA). Motivate the user to take action by exploring the content further, buying products, or subscribing to your newsletter.

Repurposing content across channels

Recurpost (or content recycling) transforms previously created content into different formats to amplify its impact and reach new potential customers.

Instead of creating content from scratch for every platform, you can transform blog posts into videos, social media snippets, email newsletters, or infographics. 

Look at the following platforms you can use to repurpose content for new audiences. 

• YouTube – Convert blog content into tutorials, animations, or podcasts in video format. 
• SlideShare – Upload slideshow, whitepapers, and infographics that you can embed within blog posts to increase engagement and time spent.
• Pinterest – Perfect for visual content like infographics and "how-to" posts.
• Email marketing tools (ConvertKit, Mailchimp, HubSpot) – Turn your blog content or webinar transcripts into an automated email series.

The role of social media in website marketing has never been more vital. These days, effective marketing isn't just about pushing out content but also about sparking honest conversations, building communities, and attracting potential customers. As more users spend time online, social platforms are a great avenue to improve a brand's visibility, help you reach new audiences, and turn followers into loyal customers.

As reported by HubSpot, 87% of sales professionals state that social media has been effective for their business. Leveraging social media channels can expand your reach, increase website traffic, and directly support revenue growth. 

Choosing the right social media platform depends on your marketing goals, target audience, and content style. Check out the following social platforms and their ideal usage:

• Facebook – Best for online community and paid advertisements
• Instagram – Ideal for visual presentations such as fashion, food, travel, and lifestyle brands.
• Twitter/X – Effective for real-time updates, trending topics, and engaging in industry dialogue.
• LinkedIn – Made for B2B companies, professional networking, and thought leadership content.
• TikTok – Great for promoting creative, short-form video content to younger audiences that can go viral. 

Did you know that over 347.3 billion emails are sent every day? 

Despite the hype of modern marketing schemes, email marketing is still one of the most cost-effective marketing channels, offering an average ROI of $36 for every $1 spent, as reported by Litmus.

Businesses use email marketing to attract leads, support prospects, and build long-term customer loyalty. It is integral to website marketing strategies and becomes even more powerful, especially with automated marketing campaigns and targeted newsletters.

Crafting engaging newsletters

Email newsletters have become the go-to tool to promote special offers, product launches, and updates. 

Your email must instantly stand out in an overflowing inbox packed with competition to achieve high open and click-through rates.

Automating and segmenting campaigns

Automation and segmentation allow you to simplify your website marketing strategy by providing personalized experiences through automation software. This will enable you to deliver the right message to the right audience at precisely the right time.

Consider the following techniques when implementing automation and segmentation campaigns:

1. Implement drip campaigns

Use marketing platforms like Mailchimp or ActiveCampaign to launch email sequences triggered by user actions such as sign-ups, purchases, or abandoned carts. 

2. Use audience segmentation tools

Leverage HubSpot, Klaviyo, or Mixpanel to segment your email list by behavior, interests, or purchase history. 

3. Engage lapsed users

Lapsed users who are inactive for more than 60 days can be re-engaged using Win-Back Campaigns. You can offer limited-time discounts, ask them to leave reviews, or send personalized reminders to help revive dormant leads and gather valuable feedback.

One of the most widely used website marketing strategies is pay-per-click (PPC) advertising, in which advertisers pay for each click on their ads based on the selection of keywords and audience demographics. 

According to a statement by Cropink, around 80% of businesses rely on PPC advertising to grow their brand. Unlike SEO and other marketing channels, PPC services such as Google Ads or Facebook Ads can give instant results. However, the results may depend on tracking, budget control, and continuous adjustments.

Consider the following when working with PPC and paid promotions to maximize campaign effectiveness:

Setting up targeted campaigns

Running targeted campaigns using specific demographics, buyer personas, and potential customer characteristics can help you reach the right audience faster and more effectively.

If you want to succeed with your own targeted ad campaign, consider the following recommendation:

1. Collect necessary information. Define your goals and budget limitations, then research competitors and market activity to understand your campaign better.
2. Do keyword research. Utilize Ahrefs and SEMRush to gather all high-intent keywords applicable to the audience and categorize them according to their needs.
3. Identify your target audience. Take advantage of the demographic filters, location, and behavior-based targeting to get the most relevant users.
4. Create your content and launch. Produce your content based on relevant information to provide a great customer experience throughout the campaign.
5. Track performance. Monitor Key Performance Indicators (KPIs) to determine how successful your targeted ads have performed.

Optimizing Ad copy and landing pages

Your ad copy and landing pages are gateways to your products and services. 

To create an experience that resonates with visitors and converts them into paying customers, compelling ad copy and a strong landing page optimization (LPO) strategy are essential for attracting more prospects and driving conversions.

Here is what you need to do for effective optimization of ad copy, landing pages, and overall marketing communication to ensure clarity for customers:

1. Create compelling headlines and descriptions. Use concise, attention-grabbing phrases with targeted keywords. Use strong words and numbers to engage potential customers.
2. Use consistent visuals on landing pages. Ensure your landing page's color scheme, layout, and visual imagery align with the ad copy.
3. Create a personalized journey. Customize your ads and landing pages to cater to different audience segments and address various pain points.
4. Match your CTA with your promises. Ensure your call to action aligns with the expectations set by your ad copy.
5. Perform A/B testing. Test ad copy variations, visuals, and calls to action (CTAs) using software like  Optimizely, AB Tasty, and Kameleoon to discover which version resonates best with your visitors or viewers. 

According to Statista, the influencer marketing industry will grow to an estimated 33 billion U.S. dollars in 2025.

Influencer marketing and collaborations utilize the marketing strategies of popular personalities or brands with established credibility to promote businesses, products, services, or messages to their followers. These partnerships are typically paid and use unique content within specific niches to expand reach, offer online reviews, build brand awareness, and attract a loyal following.

Here are some important considerations when working with influencer marketing and collaborations:

Choose relevant influencers

There are about 127 million influencers in the world, as noted by Storybox. That means you have a lot of options. Yet, choosing the right one isn't an easy task. 

Choosing an influencer for a partnership goes beyond simply looking at their follower count. You must also check their credibility and authority within your target market and audience. 

If you're searching for the perfect influencer(s) for your brand or niche, platforms like Upfluence and Modash can help streamline your search. 

Create authentic contents and utilize hashtags

Unique content is valuable to content creators and websites as it allows them to capture user attention freshly and engagingly. On the other hand, hashtags can help classify user content, increase its visibility, and help the end user easily discover information relevant to them.

B2B collaborations content series

For businesses in the B2B sector, co-created content initiatives between two or more brands can provide value to their shared target audience. This could be co-hosted partnerships, guest blog exchanges, joint research reports, or webinar/podcast interviews. 

Like any other marketing effort, analyzing your website data helps assess the success level achieved.

Tracking performance with analytics tools such as Google Analytics, Hotjar, and Ahrefs can help you gain insight into traffic sources, audience demographics, and conversion rates.

Building custom dashboards and reports

Organizing related reports helps you view key performance data and make informed adjustments that align with your business goals. 

Tools like Google Analytics and Tableau allow you to build custom dashboards to track data and quickly spot issues visually.

Developing a website marketing strategy isn't a one and done deal. It's an ongoing effort that needs regular adjustments as your business goals grow. To set up a sustainable website marketing strategy, begin with a clear objective and then continuously optimize your plan to determine what is working and what is not. 

If you struggle with your website marketing strategy, never leave your success to chance. Consult a professional website design agency to maximize your results.