Digital marketing for your business
Digital Marketing can be a great way to grow your business, but where do you start. There are lots of different options to go for but some are better suited than others depending on the type of business you run. Digital marketing encompasses search engine optimisation (SEO), pay per click advertising (PPC), social media advertising and banner adverts. We’re going to cover SEO, PPC and Facebook advertising.
All too often businesses can focus on creating a great looking logo and website and leaving it at that. To get the most out of the webs potential there’s work that needs to be done. But first, let’s look at the different types of goals that you may have for your website.
What do you need your website to do?
Increase online sales
Every business needs sales, either a few high value orders a month or possibly hundreds at a smaller value. There’s very few businesses that can’t sell their products or services online. Whether you’re selling beds, headphones, houses, or cars there’s usually a thriving online marketplace that already exists.
Google is the number one place to go if you need to increase conversions through your site.
Increase web enquiries
A lot of businesses will just require enquiries rather than online sales. This is usually necessary when the sale requires a face to face meeting as would be the case in high value services. Digital marketing can generate these leads where it is then up to the client to follow them up.
Brand awareness to me seems like a bit of a rip off. It’s the kind of thing that marketers like to highlight when an advert doesn’t bring in any sales. Well at least it increased our brand awareness they’ll say. That was all well and good in the days of print advertising but when advertising online if digital marketing campaigns aren’t bringing in sales they should be viewed as a failure. Although having a failing campaign can still be useful when it yields data to improve a site or campaign.
Measuring the results
The great thing about digital marketing is that it is all measureable. Clicks from each different traffic source can be identified with attribution for sales and enquiries given to specific sources. We use Google analytics to create monthly reports for our clients which then
Search Engine Optimisation – SEO
SEO is one of the most effective ways to increase website traffic and enquiries/sales. SEO works to increase rankings in Googles’ organic listings for keywords related to your business.
SEO is a great way of generating highly targeted traffic with long lasting effects. The stronger a website gets the more keywords it will be able to rank for making SEO a very effective option for building a sites traffic over time.
An SEO campaign is a long term investment in your business and requires at least 6-12 months to take effect.
Pay Per Click – PPC
PPC campaign will allow you to advertise your business within Googles paid listings. PPC is a very effective way of increasing enquiries. Ads can be targeted to specific regions and keywords with performance analysis available through Google Analytics.
With PPC ads you can start to get traffic as soon as you set up your campaign. You can set whatever daily budget you wish as well as the maximum amount you’re prepared to pay per click. Another huge benefit of running an Adwords campaign is getting access to all of the keyword variations that people use when searching for your products. Running a joint SEO and PPC campaign is also a good way forward as the PPC data can be fed back into the SEO campaign.
Facebook ads can be effective for either generating clicks, as a brand awareness tool or to help increase a businesses Facebook presence.
Ads can be targeted at users with specific interests as well as gender and location.