10 Ways to Market Your Website Design Business Without Instagram (or social media)
Are you feeling fed up with using Instagram to promote your website design business business? Or do you feel like Instagram is more of a time drain than a benefit?
I get it! And I think a lot of us website designers are feeling the same lately. But it feels like we’re stuck with it because it’s such a big part of many peoples’ marketing strategies.
… But it doesn’t have to be!
Instagram CAN definitely be a great place to connect with your audience (when you use it in the right way), but it is totally NOT a 100% necessary marketing tool! There are so many other ways you can get your business ‘out there’ to your target audience instead.
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Why you don’t need Instagram (or any ‘social media’ - for that matter!)
Over the past 10 years, Instagram has grown so HUGE as a platform that many business owners think it’s a necessity to be on there in order to grow. But for many of us, Instagram (and social media platforms in general) may not be the right fit…
Social media content has a low ‘lifetime value’
Social media (like Instagram) is designed to be fairly ‘fast paced’. You publish a post today, and in 3 days time it’s irrelevant because there is so much other content constantly being published. This means that the value of each piece of content you create decreases enormously over time.
Meanwhile, there are other content platforms (such as blogging, youtube and more) where your content can actually increase in value over time, because it can pick up traction and continue to bring you new audiences months, and even years, into the future!
It’s important not to rely on Instagram (or any one platform)
Putting all your eggs into one basket (ie. Instagram), that you don’t actually OWN (ie. it’s owned by a huge company that could make changes or kick you off at any time) is actually a hugely risky marketing strategy! You want to have lots of different avenues bringing you in customers to your business, rather than relying on one thing.
If you hate doing something, it shows
If you are sick of Instagram and you resent having to create content for it, your lack of passion with become clear in your content. It’s very hard to create something really magnetic and appealing when you hate what you’re doing!
So I’m a strong believer in not forcing yourself to do things you hate in your business, and instead opt for marketing strategies and content platforms that actually feel fun for you.
Instagram is just one of many content platforms (that may suit you better!)
If you love creating content as a marketing strategy (it’s also my fave thing, because it’s FREE and allows you to get creative and deliver value to your audience!), remember there are so many other content platforms that may be a better fit for you.
Within your content strategy, you want to have a mixture of a couple of platforms that achieve different goals for your audience at different stages of their journey with you. But these don’t HAVE to include social media at all!
Check out my free masterclass to learn exactly what content platforms you need and what could be the right fit for you.
1. Create a referral network
This has been one of the best marketing strategies for growing my website design business! I built relationships with other business owners who offer complimentary services to me (eg. brand designers, SEO specialists, copywriters), and agreed to refer clients to each other.
It’s important to spend time developing a relationship with these people first though, and ensure you like their work and that it fits with your style for your ideal client too.
2. SEO & blogging
Optimising your website to help it rank & be listed on Google for specific search terms is SO important for generating traffic and getting your ideal website design clients to visit your site.
As well as some technical set up and ‘on-site’ SEO tactics, one of the best ways to improve your search engine ranking is through creating great quality, well-researched blog content!
I have a whole online course dedicated to teaching website designers how to create strategic blog content that boosts SEO and converts customers, so check that out if you’re interested in using this strategy.
3. Networking & communities
Personally when I hear the word ‘networking’, I cringe! As an introverted business owner, I hate the idea of going to in-person networking events, BUT it doesn’t all have to be done ‘IRL’.
Joining online groups and communities can be an effective way of building genuine relationships with people in your industry and your potential clients too.
4. Podcasting & ‘guesting’
If writing / blogging maybe isn’t your strength, you could also consider creating content via a podcast instead! Everyone loves a podcast these days, as it’s such an easy way to consume content on the go, and it can feel like a really personal way to connect with a brand.
This could be your ideal content platform, and one of the best ways to GROW your podcast following is to harness other peoples’ audiences by being a guest on other, relevant podcasts too.
5. PR (Public relations)
Public relations can mean lots of different things, but generally getting your name out there through media outlets, features, or running events can be a great way to grow your audience. Have a listen to this podcast episode I recorded with a PR coach for some tips on getting started!
6. Email marketing
The best part about email marketing is that you OWN your email list (vs you don’t own your Instagram followers or your account - it’s owned by a company!) and have greater control of how you communicate with your audience.
I talk about email marketing more in my free ‘Content to Clients Funnel’ Masterclass but it’s also one of the most highly converting marketing platforms/strategies too, and it’s how I make most of my sales!
Want to learn how to start, grow and nurture a thriving email list? Check out my course - Email Marketing with Flodesk!
7. Collaborations
Collaborating with other people in your industry or who offer complimentary services & products to what you to is a great way to grow and expand your audience. This could look like featuring on someone’s blog, podcast or email list, or it could look like hosting joint in-person or virtual events together, for example.
8. Pinterest or YouTube (these are search engines, not social media!)
I’ve included Pinterest and YouTube in this list because they are technically NOT social media platforms - they are SEARCH ENGINES (much like Google!).
And so you can use the same strategies that you might with your website and blogging; creating good quality, relevant content for these platforms that drives traffic to your website (and therefore to your products & services!).
Learn how to create and optimise your ‘Pinterest Funnel’ to start generating traffic with my course, The Pinterest Traffic Playbook!
9. Work with influencers and/or affiliates
Influencer marketing is a great way to get your offerings seen by an engaged audience of people that an influencer has built themselves. This doesn’t have to be on Instagram either! Working with bloggers by offering them to review your product/service is a great way to get in front of their traffic.
You could also consider setting up an affiliate program for your products - where if someone recommends your product, they get a small commission. I do this with all my online courses - my students can join my affiliate program where they can get 20% of the total sale if someone purchases via their link!
10. Paid ads & sponsorships
Most of the above marketing strategies are technically ‘free’ and usually don’t require financial input, but of course paid advertising - either on websites, in print or on Google/social media - is always an option too!
Likewise, you may look into paying to sponsor an event, or for sponsored articles and promotions on certain media too.
