It’s pointless having an awesome website if no one knows it exists. And with 728 million sites on the Internet (as of December 2012), you’ll be lucky if anyone ever does. If you want to increase the visibility of your brand, to get more visitors to your website and convert them into paying customers, you’ll need some strategic Digital Marketing.
Digital Marketing includes such things as: search engine optimisation, social media marketing, and pay-per-click advertising. And then there’s Google Analytics to monitor the success of your efforts and spend.
We’ll happily sit down with you and discuss all the options in detail; in the meantime, here’s a quick overview of the techniques mentioned above.
Search Engine Optimisation (SEO)
^ Search Engine Optimisation Explained
There’s internal (on-site) SEO and there’s external (off-site) SEO. Internal SEO involves optimising your website pages so that search engines index them by prioritising the search terms your customers tend to use. For example, we want people searching for “Web Design in Jersey” to find Blue Llama at the top of the list, and – you’ll be comforted to learn – they will. This can be achieved by doing things like tweaking page titles and headings, altering image descriptions and optimizing the “hidden” meta data that search engine robots read.
External SEO uses a variety of methods to get relevant websites and social media pages to link to your website. This is helpful because search engines assume that the more links there are to a web page, the more popular it is and therefore the more worthy of a high ranking. The popularity of web pages that link to yours, and their relevance to your subject matter, are also key factors.
Regularly updating your website with new and relevant content is another great way of upping your profile with Google and other search engines. You can also produce blog posts for other sites and link them back to your own. This all comes under the umbrella of Content Marketing.
Pay Per Click (PPC) Advertising
Pay Per Click advertising is a way of attracting visitors to your site by displaying text or banner ads on suitable external websites. Each time someone clicks on your advertisment they will be redirected to a page that you specified when creating the ad. The amount you pay for each referral will vary depending on your criteria. Common PPC advertising platforms include Google, Facebook and LinkedIn. Ads can be targeted quite precisely to reach the right audience. With Google Adwords you target people by the search terms they use, similar to SEO. With Facebook advertising you can target by age, sex, geographic location, and even hobbies and marital status.
^ PPC Advertising Explained
Social Media Marketing (SMM)
^ Why use Social Media in Business?
You can buy attention – advertising. You can beg for attention – PR. You can bug people individually for attention – sales. Social Media Marketing (SMM) is different! Put simply, SMM is a way to earn attention by creating something interesting and valuable and publishing it for free on the web. This might be a blog post, some research, a photo, a video or anything that will encourage people to share your content over Facebook, Twitter, LinkedIn, Instagram, Pinterest or any other social media platform.
Social Media also allows businesses to listen and interact with existing and potential customers and manage their brand reputation more closely. It’s a hugely powerful tool if used correctly.
Despite the fact that email marketing might seem a little old skool and slightly uncool these days, it is still remarkably effective. Consumers are much more likely to respond to an email than to any other form of electronic marketing. It’s important, however, not to bombard people with emails – so keep them to a minimum and make them count.
We use MailChimp, a very powerful and robust online tool that provides easy management of email campaigns. Once we’ve set up a MailChimp template for you, you’ll be able to use it time and time again. We’ve used MailChimp for JT Rewards, where over 5 million emails are sent out each year!