Why use Online Marketing?
Online marketing is a catch-all term which describes the process of promoting a business online using integrated, targeted and measurable activities such as social media marketing and search engine marketing (including PPC and SEO). Online marketing is the fastest growing form of marketing and is quickly becoming an integral part of the marketing mix for all companies whatever their size or business model. Not only is online marketing having a dramatic impact on the way business is now conducted but it is also dramatically improving a company’s ability to effectively reach its customer base, create awareness of the brand and sell its
goods or services.
How our Online Marketing services can help you?
Shows that you are up to speed with current media and technology trends
Enables you to quickly reach a large target audience at a low cost
Improves your website rankings with the major online search engines
Increases traffic to your website
Delivers your message 24 hours a day 7 days a week to viewers across the globe
Helps you find new markets and trade globally
Allows you to interact with your customers building loyalty as well as a reputation for openness and accessibility
Increases conversion and click through rates whilst decreasing abandonments
Allows you to accurately target specific demographics such as age, location and gender
Provides results that you can track, measure and test at every stage through simple web based tools
Online Marketing services
SEO, or search engine optimisation to use its full title, is the process of pushing a website to the top of the ‘organic’ (also called ‘natural’ or ‘unpaid’) online search results. SEO services are essential for achieving visibility in major search engines such as Google, Yahoo! and Bing. With search engines being the primary method of navigation for the majority of internet users, SEO is now forming a key component of most companies’ online marketing strategies. SEO can have a big impact on how much traffic a website will receive and is one of the key factors in determining its success.
Planning your successful SEO campaign
The first step to any good SEO campaign is to understand what might be keeping your website from ranking well in search engine results. An SEO audit involves an in-depth analysis of the structure, design and layout of your website and is carried out before your SEO activities start to help establish the priorities that will inform your optimisation campaign. Some of the things that an SEO audit will address are duplicate content, broken links, dangling links, similar title tags and meta descriptions, web copy, HTML validation, browser and resolution compatibility, loading times, search engine rankings, site statistics and creating error pages.
The second step to any good SEO campaign is to design and present your website so that it is appealing to the search engines. Onsite optimisation is the process of fine tuning your website to ensure that it is clean, elegant and properly structured so that search engines can understand what it is about and index it properly. Onsite optimisation work focuses on tasks such as content and keyword use, internal links, navigation and site structure, images, page URLs, META data, robots.txt, outbound links, sitemaps, canonical issues and tracking.
The third step to any good SEO campaign is to build the right links from the right websites so that search engines recognise your site as an important source of information. Offsite optimisation is the process of building links to your website from other websites. Links are seen by search engines as votes for your site. The more votes you get the more trusted your site becomes which in turn influences its ranking. Link building strategies could include online press releases, blog commenting, video marketing, social networking, directory submission and article marketing.
The fourth step to any good SEO campaign is to ensure that robust systems are in place to monitor its effectiveness. Multiple tools exist, including the user friendly web analytics package – Google Analytics – to assist with the
monitoring and reporting. Such tools can provide valuable information on who is coming to your website, what they came for and where they came from, all of which provides the intelligence needed to effectively steer your SEO campaign.
What is PPC?
PPC, or Pay Per Click to use its full title, is a search engine based advertising model which allows you to create an advert and pay only when a user clicks that advert through to your website. PPC advertising offers a simple and cost-effective way to drive traffic instantly towards your website. By placing well-constructed, targeted advertisements with the major PPC providers, you could benefit from immediate and measurable advertising that costs only as much as the number of visitors your site receives.
How does PPC work?
PPC advertising is based on keywords, or themes, that your target market or audience would enter into a search engine, such as Google, when they are searching for their particular product or service. When keywords or search phrases, that match your agreed key word list, are entered into a search engine your advert will appear next to or above the natural or organic results on the page. These adverts are called “sponsored links” or “sponsored ads”. Search engines have tools which will show the most popular searches from the previous month allowing you to identify those of relevance to your business. PPC advertising payments are made only when a visitor clicks on your advert and not when your advert simply appears in a search listing.
Who are the PPC providers?
The most popular PPC search engine is Google which uses an advertising program called ‘AdWords’. This is followed by Yahoo! with their ‘Search Marketing’ model and then Bing with a model called ‘AdCentre’. Social networking sites including Facebook, Linkedin, YouTube and Twitter also offer a range of opportunities for targeted PPC advertising.
How much does a PPC campaign cost?
When setting a budget for your PPC campaign you are in complete control of your costs and are able to spend as little or as much as your budget allows. How you set your budget will depend on the PPC provider you choose since each offers a slightly different proposition. All however offer tools to help you calculate and set your budget. Common terms used in setting PPC budgets include:
Daily Budget – the total amount you are willing to spend per day on a specific campaign. There is no minimum but if you set the budget significantly below your PPC provider’s recommendation your adverts will have fewer displays.
Maximum Cost per Click (CpC) bid – the maximum amount you are willing to pay for each click. You may pay less than your maximum CpC bid but you will never pay more than the maximum you set.
Cost per Click (CpC) – the actual amount you pay for each click. The CpC rate is based on your Quality Score which is typically determined by a combination of your advert’s CTR, the relevance of your landing page and the quality of your website.
Click-through Rate (CTR) – the percentage of clicks out of the total number of times your advert is displayed, which counts towards your Quality Score. The more compelling your advert, the higher CTR you can expect and the lower your advertising cost will be.
Conversion Rate – the percentage of people who buy out of those who click your advert. The quality of your landing page and how targeted your advert is will play a role in whether you close a sale.
Quality Score – assigned by search engines according to their own calculation. Typically, it will include an advert’s CTR, the relevance of the landing page and the quality of the website. As a high score improves your ranking, you could benefit from a CpC that is below your maximum bid and/or a better position on the search page, which may in turn increase your CTR.
Did you know……?
There will be 1.43 billion social network users in 2012, a 19.2% increase over 2011, amounting to a substantial share of the world’s entire population. In 2012, 63.2% of internet users will visit a social network at least once a month, rising to 67.6% in 2013 and 70.7% in 2014. At these user rates, one out of every five people in the world will use a social network in 2012, and one in every four will do so in 2014.Source:Worldwide Social Network Usage: Market Size and Growth Forecast, 2012; eMarketer)
What is social media marketing?
Social media marketing is the process of using online social media sites, such as Facebook or Twitter, to promote your business. Used well, social media marketing can be a cost-effective way to connect with customers, raise brand awareness and drive traffic to your website.
Social networking is now the most popular online activity globally. This rise in the popularity of social media sites has revolutionised the marketing tactics used by businesses looking to interact with their customer base and now means that a presence on social media platforms like Twitter, YouTube, Facebook, LinkedIn and more recently Google+ is a critical component of most online marketing strategies.
How social media marketing can help your business?
Social media is so diversified that it can be used in whatever way suits the interest and the needs of your business. Social media however should not be seen as a stand-alone strategy and should be integrated with a range of other marketing vehicles.
Social media acts as a communication tool in your marketing. It makes you accessible to those interested in your business and makes you visible to those that do not know about you. It should be used as a tool that creates a personality behind your brand and one that builds relationships.
Social media marketing will help your business in a range of different ways including:
creating customer loyalty by building trust and rapport through direct interaction obtaining real time feedback on what customers are thinking about your products and services demonstrating good customer service with quick responses to queries, suggestions and complaints establishing your expertise with insights into your industry
A strong social media presence can also improve your SEO and help your website attract more visitors from organic (also called ‘natural’ or ‘unpaid’) search results.
What sort of business should use social media marketing?
Both small business owners and major corporations alike are now embracing social media marketing. Indeed success stories are abundant when it comes to using social media from headhunters that find job applicants to small businesses that want to introduce a new product as well as established Fortune Global 500 companies that want to strengthen their brand.
Here are some examples of how a number of larger companies have used social media as part of their wider online marketing activities:
Coca-Cola – The soft drinks giant embraced social media with its ‘Expedition 206’ campaign featuring three young people criss crossing the globe tweeting, blogging and posting videos and pictures.
Absolut Vodka – One of the world’s largest international spirit brands developed a Facebook campaign to cast for its ‘Top Bartender’ reality show and to generate a buzz for the series.
BMW – The German luxury car manufacturer used Facebook to promote its 1-Series Road Trip whilst creating a ‘Rampenfest’ Page for fans.
Dunkin’ Donuts – The international doughnut and coffee retailer used Twitter to promote its ‘Mom’s Heart Donut’ for Mother’s Day and its ‘HoliDDay Sweater Contest’ in celebration of the festive season.
What are the most popular social networking sites?
Facebook and Twitter are the two most popular social networking sites. These, together with the professional networking site LinkedIn, the blogging site WordPress and the video sharing site YouTube are commonly know as the ‘Big Five’ and are the most popular. There are however plenty of interesting opportunities to leverage other social media services to serve different interests, audiences and geographies. For some businesses, using social media services off the beaten track could be a way to differentiate themselves in a marketplace in which everyone is using many of the same tools.
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