You Built a Website – Now What?

Online Marketing Communication

We very often receive questions from you about what the next step should be after creating a website for your business. Building your image online is not an easy, simple, or obvious process. It’s a complex procedure whose implementation should be divided into several key parts. Since you already have a website, I assume that the stages of market analysis, gathering brand information, designing the brand, building a strategy, creating a logo, image, and systematizing projects are already behind you (if not, feel free to contact us to quickly catch up). Creating a website is the final step leading to launching your business and starting brand-related work. It doesn’t matter whether it’s a new online store, a business card website, or an online portal. This work should be the culmination of the brand creation process as a whole.

After finishing work on the website comes the final step – building a strategy for acquiring customers and achieving conversions. A website is like a single tree in a forest. By default, it’s no different from the other trees. The vast majority of people have absolutely no idea that your company exists, about your website, or what you have to offer. Therefore, they won’t find you, won’t make a purchase, won’t call, or schedule an appointment. Your website will remain alone, and if you don’t take care of it, it will only be an unnecessary cost.

After completing work on the website, store, or portal, it’s worth considering which traffic acquisition methods should be used to bring in users and achieve your goals. A great example illustrating how online marketing works is e-commerce. Consider this – who among us spends time online searching for newly created store websites? Nobody. That’s exactly why you need to show users your offer, reach them through advertising, Facebook profiles, Instagram – show that the store exists, what it has to offer, and build brand awareness. These are long-term actions, and each one has a completely different nature.

Advertising – acquiring paid traffic

The most fundamental idea for driving traffic to a website is leveraging paid traffic through Google Ads. This is an investment aimed at allocating part of your product margin toward acquiring customers, bringing them to your website, but also toward increasing brand awareness and building trust among potential customers. After all, as they say:

De nihilio nihil fit [Latin: nothing comes from nothing].

This saying applies 100% to online business. Nothing comes without investment. Advertising campaigns provide a continuous and steady influx of customers, but they require investment. It’s no coincidence that every well-known brand invests heavily in advertising. They increase brand awareness, public opinion, and also generate revenue. There are many businesses that do less than you. They don’t try hard and don’t pay attention to website design. They turned on advertising on their site and base all their business revenue on it. Often, such a person ends up better off than you because – without investment, nothing is created.

Spec od IT will create an advertising campaign for you. We’ll configure its parameters, properly set up analytics, conversion tracking, and during the campaign, we can optimize it to make the best use of your allocated budget.

There are opinions that anyone can go and set up an advertising campaign themselves. So what does using an agency provide? What can you gain from using our services?

1. Continuous optimization and improvement of campaigns gives you the ability to reduce the cost of acquiring a single click. Standard advertising uses a specific cost per click. This is the basic billing method with Google. But what if someone acts in bad faith and tries to “click through” your entire budget? What if someone searches for “worst shoes” and sees your ad? What if the cost per click exceeds the revenue from that visit? All these problems need to be eliminated over time. We analyze advertising campaign results, optimize outcomes, and constantly strive to improve campaign performance by focusing on the right goals and delivering them.
2. Technical campaign configuration is fundamental! What does this mean? Appearing in paid search results isn’t everything. It’s just the tip of the iceberg. The foundation of professional campaign analytics is very precise configuration. Use the help of our developers to prepare your website for running an advertising campaign. We’ll connect all analytical tools, configure your conversions, and prepare everything you need to track the results of your marketing efforts. We don’t necessarily have to run your campaigns. You can handle optimization yourself, using the data provided – you entrust us only with connecting analytical tools and preparing every stage of your sales funnel. Analyzing your customers’ purchasing process gives you the ability to track at which points on the website you lose the buyer’s attention, or at which stage of purchase the visitor leaves your site. Based on such prepared data, you can analyze what needs to be refined, improved, and where the “leak” is that lets customers escape from your website. All this data can be collected, but there’s a lot of it, and only its proper utilization gives you an easy, clear, and readable tool for analyzing your website, purchasing habits, and optimizing advertising campaigns.
3. Comprehensive campaign management – by using an agency’s services, you have the ability to forget about the problem. Our primary task is comprehensive management of advertising campaigns for our clients. From website configuration, through campaign preparation, keyword selection, to campaign optimization during its duration. For a small commission from your budget, you can forget about all the problems related to advertising your business. We’ll take over all responsibilities and continuously optimize the results. A budget can be used in many ways. Our task is to select keywords and campaign parameters so that the cost per click decreases, return on investment increases, and the cost per conversion is optimal. Through our efforts, you can get more website visits, more purchases, or contacts – without having to increase your budget.

Social media management

Shortly after launching an advertising campaign, you should start thinking about how to achieve brand consistency. The 21st-century consumer expects your brand’s marketing strategy to be cohesive and complete. But what does this actually mean? The holistic marketing campaign framework includes Google Ads advertising, but beyond that, also product advertising, remarketing, and brand image. And I’d like to focus on that last point. The typical consumer browses Google search results before making a purchasing decision. If it were that simple, there would be no need for further work.

After the customer finds your company, they might go to Instagram and check out example projects. They might also find your company on Facebook and see what’s been happening recently. Finally, they’ll return to the website and, depending on the quality of the vision we’ve built in their mind, they’ll either make a purchase or walk away.

This is where Spec od IT comes to help again. A team of specialists in creating social media posts and maintaining your company’s contact with customers will gladly take over the problem of maintaining your fan page and social media. We’ll handle adding posts, responding to comments, and preparing advertising graphics.