Today, with the advent of advanced technologies and the increasing popularity of online browsing and e-commerce, websites have indeed become a key element in marketing strategies. Websites help businesses establish their presence online, reach out to potential customers, and market their products or services. As a result, almost every company today has an official website as a key marketing tool. However, while this may seem like an advantageous situation for any business looking to setup shop online, creating and maintaining an effective website requires a significant amount of time and resources. To succeed with your new website as part of your marketing strategy, you will need to put in place a strong set of website marketing infrastructure. Here are some tips on how you can get started with setting up your website marketing infrastructure: Determine who your website audience is One of the first steps in creating a strong website marketing infrastructure is to determine who your website audience is. This will help you focus your efforts on the most relevant and useful content for your readers, resulting in better conversions and customer engagement. Understanding your website audience is also essential for marketing your website effectively. You will have to understand your readers’ needs and preferences and how to effectively reach them using your website. For example, if you are marketing your website to moms, you will have to primarily focus on child and pregnancy-related topics, while if you are marketing to students, you will have to focus on subjects related to higher education. You can determine who your website audience is by conducting a website traffic analysis or by conducting a survey. A traffic analysis will help you determine what type of people are visiting your website. You can use Google Analytics or other similar tools to conduct a traffic analysis or survey. You can also use third-party tools to conduct surveys and ask your readers about their preferences and needs. Decide on the type of content you want to publish The second step in building your website marketing infrastructure is to decide on the type of content you want to publish on your website. The type of content you publish will determine the nature and style of your website, as well as the nature of your readers’ engagement with your website. It will also help you in marketing your website effectively, with topics and types of content that are most likely to influence your readers’ actions. There are many different types of content that you can publish on your website. You can choose between text, images, audio, or video content, or a combination thereof. You can also decide whether your content will be static or interactive. Static content includes articles or guides, whereas interactive content includes live chats, polls, or videos. You can also decide to use a mix of different types of content. Plan out your social media marketing strategy The third step in building your website marketing infrastructure is to plan out your social media marketing strategy. Your social media marketing strategy will help you in establishing a consistent brand presence on social media platforms, increasing brand awareness, engaging your target audience, and increasing website traffic. For this step, you will have to identify the social media platforms that are relevant for your business and that have a sizeable user base. You will then have to choose the most appropriate account type for each social media platform and create engaging content for each of these accounts. You can also use various tools and services to automate your social media marketing and make your efforts more efficient. For example, you can use social media automation tools to create engaging content on a regular basis. You can also use social media management tools to manage multiple social media accounts from a single dashboard. Select the tools and services you will use for email marketing The fourth step in building your website marketing infrastructure is to select the tools and services you will use for email marketing. Email marketing is one of the most effective and efficient marketing strategies out there. It has high engagement rates, with over 50% of emails being opened, and 90% of those opened being read completely, which shows that people are very receptive to receiving emails. Email marketing also has a high conversion rate, with over 90% of people who are exposed to email marketing making a purchase at some point. For your email marketing strategy, you will have to choose an email marketing software or service that is easy to use and can be seamlessly integrated with other tools and services that you use in your website marketing infrastructure. You will have to choose among many advanced features and tools, such as segmentation, automation, and campaign tracking. Get all your data in one place The fifth step in building your website marketing infrastructure is to get all your data in one place. Having all your data in one place will make it easier for you to access relevant information and make decisions based on that data. It will also allow you to use data-driven marketing strategies and improve your overall performance. You can use a single platform that combines multiple tools and services to create comprehensive data sets. For example, you can use a marketing automation platform that allows you to track your website traffic, publish blog posts, send emails, and manage social media accounts from a single dashboard. Such platforms can also help you in obtaining data from third-party sources, such as Google Analytics. Test, test, and retest The last step in building your website marketing infrastructure is to test, test, and retest. You can’t build your marketing infrastructure without testing it and improving it over time. This way, you will be able to find out what works best for your website, and how you can improve your overall performance. You can test your website marketing infrastructure using different marketing tools and services, and by using data analytics to measure the effectiveness of your efforts. For example, you can use Google Analytics to measure the number of website visitors, their demographics, and the sources they used to find your website. You can also use Google Search Console (formerly known as Google Webmaster Tools) to track how your website is ranking in Google search results.