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.
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.
If you have been speaking to a marketing company recently about your website marketing strategy then you may have heard the terms on page and off page marketing or optimisation. This can often be confusing at first but our easy guide below gives you an over view of what you need to know for both.
On page optimisation is essentially that. It is changes that you make on a page within your site or by adding new content to your site. It may be that you add a blog or that you optimisation the content on a page in include more keywords. On page optimisation also includes adding internal links to other pages and improving or adding meta data, adding XML site maps and robots.txt files. This is just a few examples.
Off page or off site optimisation is marketing that you do off your website that is aimed at improving the traffic to your site and your rankings on the search engines. This may be building up external links to your site, creating blogs and comments on other sites, social media interaction, uploading videos to sites such as YouTube and PPC campaigns. These can all influenced your website success whist being controlled away from your website.
Many companies decide to invest heavily in Google Adwords, often being attracted by the quick results that it can offer. Google Adwords spend varies from company to company with some spending only a hundred pounds or so a month and others spending in excess of £10,000 a month. Usually the more you invest in something the more you will get back but with Adwords you need to ensure that your budget is being spent where it should be and giving you a good return on your investment before you start.
There are so many options and settings within Google Adwords that it often pays to have a specialist set up and manage the accounts for you as they can usually see where the budget needs to be spent to get you the most clicks from the people that are genuinely looking for your products and services. There is no point in just getting clicks to your website if the person is not looking for what you can offer, and a marketing agency will be able to help you achieve this. They will often charge a fee to set the campaigns up and then another monthly/ weekly fee to manage them but this should more than be recovered in the increase in sales / enquiries you get.