Many businesses make the mistake of thinking that online marketing is something that they need to do in one go a few times a year. They will often spend time and money on online marketing – start to see results and then wonder why they start to drop back down the search engines or lose traffic when they stop.
Online marketing offers a wide array of ways to market your business to people through the internet. It can be done through your website, social media sites or through email marketing for example.
It can be tricky to know which forms of online marketing you should invest in, especially if your budget is tight. Some forms of marketing are fairly expensive but offer quick instant results such as Pay per Click. Others will take months and months to build up but will cost less in the long run and should give you firm foundations to continue to build upon.
You need to allow 6 months or so to see if your online marketing in terms of link building and SEO is having a positive effect. Be aware that if you stop doing it you may find that all the hard work you have done to achieve the current positions you have starts to unravel.
Do you already have a firm marketing budget in place? If so how much of that should you be putting towards social media marketing? We explore the budgets that small to medium businesses should be investing and what response you are likely to get from it.
According to Duke University’s Fuqua School of Business, marketers are allocating close to 10% of their budgets to social media marketing. This means if you have a budget of £10,000 per year for all your marketing then at least £1000 of that should go to social media, but this is not a lot when you split it up over monthly amounts. To get someone to work on your social media profiles you will probably have to look at putting at least £150- £200 a month towards it to be able to get some results. Too little budget will simply be lost and may give you very little rewards. If you are going to be doing the social media marketing yourself then you may be able to allocate this budget to just use on paid for social media ads rather than accounting for your time. Some experts suggest that it should be more like 25% of your total budget is invested in social media marketing especially in business to consumer industries.
Social media networks have evolved, from being platforms where you meet new friends – to a business hub – a way to promote brand awareness, share blog posts, encourage user content, and increase income.
is being used more and more by businesses who are wanting to increase their
presents online and also to get referring traffic to their website. One of the
many advantages of social media is that it is free but if you want to go the
extra mile then you may consider doing some paid for advertising such as
thing with the paid for advertising is that you can tailor your ads to create a
specific group of people to show it to. This allows you to keep control of your
budget and ensure your ad is only showing to people it may be relevant to. If
for example you had a product that was most relevant to people between the ages
of 18-35 then you could create them as your target group. You can also narrow
it down to only show to certain geographical locations.
social media to build up traffic to your site, you need to give people a reason
to click on a link that is directed through to a page on your main website.
This may be a competition where people have to complete their details on your
site or you can give someone a few lines of an article and allow them to read
the rest of it on your site.
can be created to do many things such as to give more information about your
company or as an online shop. Some sites are there purely for information and
to inform visitors of the products or services your business sells, whilst
others allow visitors to purchase off the website or login in to carry out
Even if you
are only trying to gain enquiries through email, contact forms or telephone,
every website needs to have call to action placements. The purpose of a Call to
Action or CTA’s is to get the visitor to complete an action based on your
recommendations. Some call to actions are simply a “click here” button that
takes the viewer through to an enquiry form, whereas others will be stronger
and require the customer to complete a purchase.
How a CTA is
displayed can differ vastly from site to site and even from page to page with
some being created to look like an advert you may see in a magazine to others
simply showing a phone number to call or a live chat button to click on. It is
important to give your visitors direction on your site so they find it easy to
do what they came to and CTA’s are a great way of doing so.
comes to online marketing and in particular search engine marketing it is all
about the keywords and phrases that you are focussing on. You need to think about
what someone may type in to a search engine to find your business. You would expect
to come top for your own company name but if they had never heard of your
company but were looking for a product or service that you sell, think about
what they may search for. Once you have a list of these types of phrases you
can then check where you currently rank for them. If you are down the bottom of
the first page or a few pages in to the search results the chances are you will
be receiving very few visits for that term. If you believe that term is an
important one then you need to try and work on improving your placement to get
in to the top 1-5 places. The higher up you are the more clicks you will get
but also the harded the competition becomes.
Make sure that you have the keywords on the
relevant pages of your website and that you have enough unique, relevant
content on your site that the search engines will recognise that you are able
to offer the viewer what they are searching for.