What do we bring to the table you ask? Good question. As there are so many agencies offering SEO or PPC and giving services that make us cringe, what we offer is a service you can depend on and a team you can work with, not along side.
Google has changed over recent years and no longer allows games of trickery and clouds. You have to be ethical in what you do, with purpose behind your actions. Many companies still use obsolete methods yet we strive to improve quality and find new technology to help improve your website and usability.
It is like offline marketing in many ways as you do what fits your business and your objectives. If pay per click advertisements are not for your business then you don't run them, just like if twitter is not used by your customer base then don't tweet.
That brings us on to the next heading;
Think and plan before you do anything. There are lots of elements to the digital world, but it all takes time and resources. If you don't have time to do a blog then why have one? If you need one then plan for the required resources. Look at what your potential customers are using and what is making them engage, as not everything online fits every industry.
Really try to understand who you are targeting and what makes them engage with your competitors. Try to focus on a narrower branch of users so that you are able to hone in on your core target audience better. Make sure you use your marketing information to help online as well as offline; chances are you have done most of the work if you have already launched your business offline.
This brings us onto some of the marketing channels;
The most thought of elements when most people think of digital marketing in many ways, as these two elements drive most people's core traffic. SEO is search engine optimisation – a method to get your website ranking in the main listings in the search engines, mainly Google due to its dominance. This is primarily achieved through content and links.
PPC is pay per click – these are the adverts you see around the search engine. You can target locations, keywords and you can have text, image and even video adverts. The possibilities are huge and very controllable compared to other digital marketing avenues.
On top of this there are other small things you can do that make a huge difference, such as Google Local which allows you to list your local business and get free traffic when people search locally for your type of business.
Your website is your biggest asset. You need to make sure it represents your business and it shows you off; case studies, reviews, wording, branding, typography, knowledge etc. All these things help you shine.
The blog is a key element to many peoples' strategy and it generally ties back to search engine optimisation. The more content you have, the more chance of people finding you. But that said there is little point having a blog if it gets filled with rubbish content or no content at all.
The list is endless but the message is clear – don't overdo it and ensure you use the platform that most of your potential customer base uses. Make sure you have a content strategy and don't do the hard sell. Social can be used for several things including; helping SEO, gaining brand awareness, gaining engagement, customer service, gaining exposure and traffic.
This is a power mix when it is tackled correctly, so think before you act and do not rule out the possibilities with paid services on these websites.
The impact video is having on the online world is fantastic. People are using video as a way to learn, have fun and make it easy to absorb information. So why miss out? Well most of the time it appears too expensive and out of reach but there are ways to make it work for your business on a regular basis if that's part of your strategy.
We love video, so much so we have a video editing specialist in the team.
Most of what you do around marketing is based on content. From what goes on a flyer to what you write on your blog. But make sure you don't just throw up content; you need purpose, focus and an outlined target audience. With these things in your armoury you will gain more engagement, get more readers and be rewarded better for the hard work. You should be singing the same song everywhere the business is mentioned.
This is a key part to any busy ecommerce site, any busy site for that matter. It is the ability to keep in contact with people and remind them what you offer. Email marketing can be used for many areas of your marketing; from keeping in contact, to updating users, promotions and more. Again it needs to be aligned with everything else you do and you need to monitor it.
There are loads and they all take resources and money. Check out your users and competitors, plan it properly and resource it properly. There are lots of opportunities, but if done incorrectly it could be costly. Stock management is the key across the board and there are solutions available to help.
One thing many forget to plan for, is taking the time to analyse, check what's converting and report on it. These tasks not only show what works and what doesn't, but if done correctly can help push those conversion rates up enabling you to get the most out of your investment.
This type of work can get very detailed and the more you develop online the more of a requirement you will have for this. For some great insight you can check out www.econsultancy.com.
The last point to mention on this is testing. Many people think testing in terms of a new functionality being tested, but what you can and should be doing is testing tweaks and changes on the website to see if it improves conversion. This goes across all your channels from emails to check out process.
One of our key services and you can find more about our services in the navigation at the top of the page.
Getting the mix correct is essential as different niches expect different things. For example an online pound shop would not be expected to have a brand experience you remember, get into and want to get involved with, unlike a high end brand clothing store would. Things like having predictive searching, address lookup etc. Margins are different and so the amount available to spend on development is different.
Do not go into digital marketing blind, at least get some guidance. Training is always an option but make sure if you go down that route, the company in question is able to support you as needed. Getting involved online is labour intensive and many skill sets are needed. Try to utilise the skills in your teams to gain the best results.
One other thing to consider is long term support. A company offering just PPC for example might not fill all your digital marketing objectives in 6 months' time, but if you go for a company that has a specialist team then you can be sure in 3 years they have advanced services to match your advanced status online.
If you have any questions please do not hesitate to contact us, we are a friendly bunch and are always happy to chat.