There are a number of different marketing channels on the internet. Some require paid advertising and some are free but require time to create and manage.
Every publicly viewable action you take will lead to your company being judged by the viewer so a careful plan and professional approach is essential.
Should you focus in on one traffic source at a time or go for a broad approach over several traffic sources? Should you do lead capture or straight to cart purchases? Should you go for a hard sell or a soft sell? There is no “one size fits all” approach to marketing. Ultimately trial and error is always a factor but with our marketing experience we can reduce the error and make your trials more successful.
New advertising channels are appearing frequently but the main ones that produce significant returns are PPC, Social Media, Email & Content Marketing.
This is the most important question of all! Before we do any marketing work for a client we ensure that sales data is being accurately recorded. One of the most common errors we see are companies not properly analysing their data and making marketing decisions based on anecdotal evidence. This often leads to companies spinning their wheel in the mud and never progressing with their marketing. Knowing precisely how small changes affect our customers behaviour is key to making a campaign more profitable.
We implement tracking systems such as Google Analytics that give us very detailed output. From this we monitor campaigns and make adjustments as needed to keep them on track and spot issues before they become a problem.
PPC stands for Pay Per Click. Typically you will create an ad box on the advertisers website. The ad box will contain a link back to your website. Every time someone clicks the link and visits your site you will be charged a fee for the click. Some sites have a bidding system where the more you pay for a click means more exposure on their site.
The main sites that employ the PPC model are the search engines such as Google & Bing but also many social media sites, price comparison and coupon sites also use the PPC advertising model.
By now everyone is familiar with social media but using it is a double edged sword. While it can get masses of traffic to your site and great exposure for your company, it can also bite back hard if you are deemed to have approached it in the wrong way.
Managing your online reputation via social media and generating business requires an honest and friendly approach. People are wise to shady companies trying to manipulate social media and are quick to call out anything they don’t see as being right.
“Social media management” or “community management” is the art of steering the tide of popular opinion on social networks.
There are several aspects of an email campaign. List management, sales copy, sending frequency, actions that trigger when a user reads or clicks a link, list segmentation and sender reputation management to avoid spam filters.
For small campaigns, a hosted third party service is usually the best option. For larger campaigns, it becomes much better for us to host your own dedicated email server(s) and also host your own private management software.
Content marketing is creating engaging content that interests your target market. This is usually blog posts, articles or videos. The idea is that you convey your expertise by giving away free content in your chosen or related field.
The content can be shared in multiple popular social networks and generates traffic to your site but more importantly establishes you as the pre-eminent expert in your field.
We always recommend you only put out high quality content that provides real value. Low quality content from so called “content farms” can hurt your company's reputation and any benefits will be short lived.
SEO stands for search engine optimisation. The search engines have to decide what order to display results. As everyone wants to be on the top of the list, they have to do it in a way that is difficult to manipulate and yet provides good content.
The goalposts are constantly moving as the search engines update their algorithms to be more effective and reduce spam.
A good marketing campaign will incorporate method that increase your search engine exposure by identifying good keywords and analysing the competition on each keyword.
The search results can be manipulated with more aggressive techniques but these have additional costs and may only produce short term results as the search engines adapt to prevent them.
Whatever approach you decide on, we will make sure the basis follows solid principles and what we are doing is fully transparent. Never risk your company's online presence to a company offering a “secret” method if you value doing business online.
Marketing with pop-ups or bundled adware for the majority of companies is generally not advised. It doesn’t portray a good image but for a few company types that may have trouble advertising in conventional marketplaces it may be the only option. This is often affiliate marketers or MLM type companies who in the past have been too aggressive on the mainstream networks and have subsequently been banned.
If you have a legitimate reason for advertising on these platforms we can introduce you to the various networks you will need access to.
Each piece of marketing can be broken down into it’s component elements such as headline, offer and call to action. By tweaking each of these elements and monitoring the results we can increase the amount of sales you make by increasing the conversion rate.
Conversion Rate Optimisation (CRO) is the art of split testing variations of marketing messages. The simplest split test is a “A/B” test. This is where we take, for instance, a webpage. The initial page is referred to as the “control”. We then create a second variation of the page that we believe will operate more effectively and split the incoming traffic between version A & version B. If version B outperforms version A, it then becomes the “control”. In this way we progressively make your marketing more and more profitable.
For high traffic sites we can also do “multivariate testing” where more than 2 variations are tested at any one time.
If offline marketing is working for you then that’s great. We can still help you optimise your offline campaigns. Some businesses don’t want to or can’t expand beyond a certain point for various reasons. The usual benefit of marketing online is much greater control of who sees your marketing which leads to greater control of what type of customers you attract.
Part of our marketing process is identifying your absolutely ideal customer and then creating a plan for gaining that specific customer type.