1. Keep it Fresh. Your website content must be fresh, trustworthy and informative. Search engines like new content so you have to keep your website regularly update. Don't create a website and just let it sit there forever.
2. Generate Organic Traffic (Part A). This is part of your search engine optimisation (SEO) strategy and first you have to know and plan your keywords. Keywords are the words that people type into a search engine to find something on the internet. A keyword can consist of a single word, such as "bike" or an entire phrase, like "mountain bikes for beginners".
3. Generate Organic Traffic (Part B). Keyword placement is important. Make sure your 'title tags' (the words you see in your browser window) have your keywords in them. This is what search engines use for the title display in their search results.
4. Generate Backlinks. This where other internet sites link to your website. They are important because search engines look at the number and the level of quality of websites that connect to your website to determine how your page may rank on their listing. One of the most common ways of finding backlinks is in trading links with other websites.
5.Article Marketing. Article marketing is a technique to generate quality backlinks to your website quickly and easily. Each article will have an author's resource information box that is attached to your article submission and you can refer readers to your website.
6. Use Feeder Sites. A feeder site is a third party website that allows you to place content on its webite. Search engines like feeder websites and there are many feeder sites online that you can use to siphon traffic from the search engines to your website.
7. Video marketing. It is easy to submit a video to YouTube and some of the other video sharing websites. Add your site's URL to the video itself, and add a link to your site in the description of the video, too. This will help generate traffic, especially if you target keywords with your video titles!
8. Paid Traffic. Pay Per Click advertising is paying for your website to be at the top of search engine results when a person types in the keywords that best describe your product or service. The higher you bid, the higher your link will be displayed in the list and you only pay when a somebody clicks on your link.
9. Employ a specialist web design / search optimisation company. They can apply methods to get your website near the top of the search page. Employing a specialist to generate traffic will cost you money however their graphics, knowledge and input will be search friendly.
10. Remain Consistent. In order to maximise the performance of all of your traffic campaigns you need to stay consistent, adding fresh new content to your websites and consistently maximising exposure so you keep the momentum going.
If you would like help getting your website ranking on page one of Google, get in touch with our team on 01708 578 015.
Here's a sobering thought. Most blogs are created, and then abandoned. Yes, most new bloggers write just one post, and then give up. This is mostly due to the weight of their own expectations.
I've been blogging for the past decade. I have literally hundreds of blogs, and while I may occasionally get bored with a blog, I've never found it difficult to write for my blogs. Writing is both relaxing, and fun for me.
In this article I'm going to give you four easy tips which will help you to write more and write well on your blog -- and have fun while you're doing it, just as I do.
1. Imagine Your Reader - Your Reader Is a Real Person
Yes, I know that you have thousands of readers, or you hope that you will have someday.
But consider that each of those readers is one person, sitting in front of a computer screen. You need to talk to that one person, and not the crowd.
Get an image in your mind of the person you're writing the blog post for. It's easiest if you imagine one of your friends. Pretend that you're writing each blog post specifically for your friend. When your readers are real people to you, it's much easier to write for them.
2. Stop Thinking About Writing As "Writing"
"Writing" can seem intimidating. You're self-conscious. The bad news is that it takes years to lose your self-consciousness when you write, but there's good new too. The good news is that you can lose your self-consciousness today if you wish. All you have to do is stop thinking about writing as being writing.
Here's an easy trick which works for many people: write each blog post as an email message. Start with a salutation, such as "Dear Fred". Then write. When you're done, delete "Dear Fred". You've just written a blog post.
3. Create a Goal and Achieve It
Whenever I create a new blog, the first thing I do is create a goal for that particular blog. For every blog I own, I have goals. As soon as I achieve a goal, I set about creating a new one.
Your goals can be as simple or as complex as you please. For example, you might have a goal to get 50 readers by the end of this month.
Once you start thinking in terms of something that you want to achieve and you have a deadline, your mind gets to work creating plans. You'll find all sorts of ideas pop into your head for how you might achieve the goal. Write the ideas down. Turn your ideas into tasks, and enter each of those tasks into your calendar. Now all you need to do is complete your tasks each day.
4. Build an Inventory of Ideas: Brainstorm Ideas for Blog Posts
Brainstorming is fun. I like to sit down with a sheet of paper, and just think about my blog and the people I'm writing it for. Then I just start writing ideas as a simple list right down the page.
It helps me if I get away from my computer when I'm brainstorming. A change of location might work for you too. Go and sit in the garden, or go and sit in a café and brainstorm there.
Be perfectly relaxed as you brainstorm, make it fun. In fact, you can use this phrase to get started brainstorming: "Wouldn't it be fun to write about________".
Try these easy tricks. They make blog writing fun.
SEO Stands for Search Engine Optimization and basically refers to the processes that are followed when it comes to optimising (getting the most out of) a website to be ranked by search engines. The most popular search engines on the internet are Google, Yahoo, Bing and Microsoft.
When a website is designed and developed, it should represent more than just a portfolio of your products and services. After all, what’s the point of having a website that looks awesome, but goes unseen by the people that would like to buy your wares? SEO is the technical part of marketing online as it helps your website get promoted to the correct location – right in front of buying customers.
There are various techniques used to get more traffic to your website from search engines, which can be broken down into two categories. Off-page SEO, is the work undertaken externally to a website and on-page SEO are the changes made on the actual website.
Why is SEO important?
Undertaking SEO is important as it can improve the volume and quality of traffic to a website from search engines. If you want to get more visitors to your site, then you must employ SEO. Remember, there are billions of websites on the internet and billions of people visiting those sites looking to buy or hire services or products. If you want to receive some of that revenue then add SEO to your timetable and budget.
On-page SEO, examples…
Keywords are very important for every business as they can drive targeted web traffic to your business for free. To use keywords effectively, they must form part of quality content writing.
When a visitor uses a search engine, like Google, to find what they are looking for, the content on your website comes under scrutiny. With quality content and SEO-friendly formatting, the Google algorithm, for example, will look for important words at particular places on your web page or blog post – thus enabling you to get found.
Long-tail keywords can also be used with great effect. These are keyword phrases that contain at least three words, sometimes more and can be used to target niche demographics rather than mass audiences. In other words, they're more specific and often less competitive than generic keyword terms and are very specific to whatever you are selling. An example could be 'wedding venues in Romford', this is more specific than 'wedding venues'
Some businesses choose to include keywords relevant to their business in their domain name. This strategy works as long as the name is in line with the brand identity for the website. It is also important not to limit your business by choosing a name that is applicable for your business only in the short term. Let your 5 to 10 year business plan reflect where you want to be long term.
A conversion comes in different formats. For example, it may mean that a visitor has left their details in a 'contact us' form; someone buys a product, or leaves a comment on your blog post.
So what is a landing page? A landing page, sometimes called a destination page, is the web page that visitors arrive at after they click the link on a search engine results page or social media post. A landing page can be the first page of a website that was advertised on the search engine results page, or a website page that appears most relevant to your search query. This page generally displays logical information, usually something that pertains directly to the keywords searched for, or has the keywords directly on the page.
It is very important to optimise your landing pages for two reasons. Firstly, an optimised landing page is likely to get higher rankings by the search engines. Secondly, attractive landing pages are likely to lead to conversions of your potential customers.
Off-page SEO, examples…
It is key to remember that search engines are not humans but text-driven computers. They do not care about how a website looks but more about the content within it. The main processes of search engines are crawling, indexing and retrieving information.
Search engines review not only the content within a website but also the information that describes the pages. On a website, meta tags should be applied to the title and description of each page. Search engines use the meta data to better understand what your page or post is all about. When a search engine creates your listing, the meta data is used for the title and description showing up for your page or post. As a result, with the right title and description, you improve your SEO positioning.
Linking to other websites is another vital part of the SEO process. When a website is newly created it can take some time to be indexed in the search engines. Having links to and from other websites makes this process much faster but should be undertaken with moderation. Creating too many links, too quickly can lead to problems and potentially being penalised by the search engines.
Obtaining quality backlinks is imperative, as it can improve the importance of your website. There are 3 types of links:
Inbound links - when an external website links to your page
Outbound links - when you link your website to an external web page
Internal links -when you link a page to another page that is within your website
This blog doesn’t cover the full list of SEO techniques out there, but is a start to getting your head around what you need to do. Give us a call on 01708 578 015 if you would like to discuss how we can improve your website and get you ahead of your competition.
Today the Perfect Layout team, had a great time experiencing something new. We participated in another excellent course run by Building Legacies, called ‘Live video streaming – getting camera confident’. Delivered by VeenaV, it was a lively, practical course that packed in information about the how's and why's of the process.
On many social media platforms, the use of videos is nothing new. You see them all the time and can range from animals doing the funniest things, to people on the other side of the world showing you how to catch a fish in a coconut (random – but so interesting!).
The Perfect Layout team - posing for the camera with Veena V and Simon Lewin, Building Legacies
For social and business interactions, the effectiveness of video is continuing to grow and if a picture is worth a thousand words, a video is worth much more. Our video blog, outlines the variety of different ways that video can be created. Just a few of the advantages of implementing this are: expanding your audience, getting your brand seen by more people, increasing the number of users to your website and gaining customer loyalty.
Streaming your video to a live audience may not be everyone’s cup of tea, but with some planning and creative thought, it could be the winning ingredient to improving your online presence.
So did we learn anything today? Absolutely! Whilst being in front of the camera isn’t ‘my thing’, the bottom line is that your marketing strategy should involve the use of video (in some shape or form) particularly if you want to reach out to a different audience.
With research, practice, planning and some creative thought – you can get your first live video posted in minutes. If we can do it – so can you!
Check out our first Facebook live stream today.
If your business doesn’t have a dedicated marketing person making sure you’re getting maximum effectiveness from your website, it’s time to get one or get clued up on how to do it yourself.
Google Analytics can deliver important insights about the performance of your website and will allow you to make refinements to your site and ultimately get more visitors and customers flowing your way.
The word analytics may sound a bit daunting and technical, but the good news is that Google have made it easy to connect and set-up. However, many small and medium sized businesses don’t take this simple step towards understanding the figures generated by their site. It’s a process that can be undertaken by anyone, but if you feel its beyond your capabilities there are plenty of people, like us, who can help you.
A bonus of tool is that it’s totally free to use. It’s often the case that free software comes with a price tag somewhere down the line, but on this rare occasion Google Analytics doesn’t. This powerful tool will enable you to learn all kinds of fascinating insights, for absolutely nothing.
Once you’ve installed it, it will allow you to see a detailed analysis of the visitors to your website and where they come from. It will also reveal what they look at, how long they stay, your most popular content, what sort of device they’re using, even age, gender and their likes & dislikes. Importantly too it will show you the “bounce rate”, which is the number of people who navigate away from your site after viewing only one page.
For owners of small and medium sized businesses this is super exciting business information which, in a nutshell, tells you if your website is working for you or not.
Other great insights include the ability to track the effectiveness of targeted social media campaigns. It will allow you to see which links have been clicked on to reach your site. You can even see which “keywords” are working for you and those that are not. Again, this is vital information that will help you to improve the use of “keywords” on the site.
Google Analytics data is seen in an easy to read dashboard, which you then drill down into to get more detailed information. One of the few disadvantages is that there is so much potential information to see, it can become very time consuming. As a result, it’s worthwhile setting up Custom Reports and specific site Goals right at the start, so you go straight to the information that you’ll need.
This blog only mentions a few of the brilliant business insights it can deliver. Why not give it a go and come back to let us know how you got on.
Get in touch with a member of the Perfect Layout team if you are ready to improve the online visibility of your business.
In online marketing, a conversion rate is the ratio of total visitors to visitors who perform desired actions. Different companies measure successful conversions based on the nature of their business and their goals.
For example, an online publisher might consider the submission of a form on a subscription page a successful conversion; whereas an online retailer might measure their conversion rate by the number of clicks to the "Add to Cart" button.
Higher conversion rates typically translate to a greater return on investment and that is why Internet businesses in every industry employ many methods to improve conversion rates.
Some of the strategies are:
Testimonials reduce risk and provide social proof. Having satisfied customers express their positive experience, either through videos or reviews, will increase trust in your business. Every claim you make should be supported by evidence.
One study found that using customer testimonials resulted in a 62 percent increase in revenue per customer. It’s the recommendation that helps encourage people to buy your product or invest in your service. They know from customer testimonials that other people have tried it.
Use them on homepages, product landing pages as well as on your email opt-in landing page. You can ask for testimonials, or spot them on social media and use grateful email messages that you get. It’s best practice to ask the sender if they wouldn’t mind letting you use some of those words on your website.
A call-to-action (CTA) is a button or link that you add to your website in order to guide your visitor and tell them what to do next. In inbound marketing, they usually lead to a landing page where the visitor can fill out a form and become a lead.
You want your CTA to grab the attention of your visitors and really entice them to click.
Show your visitors an offer that is visually appealing and contains persuasive content as well. In order to ensure your calls-to-action generate leads, you also need to remember the buyer’s journey.
If the call-to-action you’re adding to your site doesn’t fulfil the need of your visitor at the specific point in their journey, it’s not going to resonate with them, and as a result they’re unlikely to move forward.
Here are some tips to have in mind when creating calls-to-action that will generate leads:
1. Make them Action-Oriented
2. Use Persuasive Text
3. Include Strong Visuals
4. Create a Sense of Urgency
5. Make them Easy to Find
Call to action examples:
1. Call Now
2. Order Now
3. Buy Now
5. Free Demo
6. Click Here to Sign up
7. Free download
8. Get Your Free Quote
9. See all Products
10. Click here to submit
11. More Info Here
The contact form is typically the gateway to allow people to submit their information to a company. It is also the gateway for the consumer to initiate a conversion with your company. You need to keep your contact form simple.
Keeping it simple will allow for minimal perceived risk to the end user. If it takes a long time to fill out a form it could be a potential risk. Visitors could also be questioning whether they are going to get a phone call or email as well as when they’ll get a response. A good contact form will allow a user to feel that there is no risk in submitting their information.
Only include the ‘must have’ fields on your form. You can add a few more fields into your contact form to help quality or send certain requests to the correct person. But your contact form should never exceed the length of your browser. In other words, keep it above the fold.
Tell people when, how, what to expect once they fill out the contact form. Will they get a call, an email, a package in the mail, what? This will also reduce the risk that a user may feel if they know how they’re going to be contacted and by when.
In conclusion, when you pair a simple contact form with a great call to action that is clear and defined, you’re well on your way to having a higher converting landing page. Don’t forget to test your call to actions. Since some people react differently to certain phrases, always test to see which one works best for your users.
Another approach you can take to increase the conversion rate is to create a sense of urgency. For product-based businesses show how the number of stock items is reducing each time a purchase is made. For service-based businesses include time sensitive offers. This will motivate the visitors to grab the offer before it’s expired.
Website design should reflect the vision & purpose of the company. Everything used from colours to layout and images should represent your brand. Keep things simple and aesthetic. Avoid using complicated navigation menus and make sure your message is clearly written and has an impact in the first few seconds someone enters your online business space.
If you would like one of our team members to review the layout and structure of your website – call 01708 578 251 today.
In this post we look at why it’s important to maintain consistency between all the different marketing platforms you use. Big corporates like to talk about their branding and how everything that emerges from the organisation follows the same design templates. Smaller businesses should be no different; no matter what platform you’re using, your messaging and branding should be consistent.
In many cases the first engagement a new customer has with you is through your website. It is of the utmost importance that your site looks good and reflects the professionalism you want to convey. Your site, therefore, has to be well designed and easy to navigate.
Don’t forget too, that it must tell people exactly what it is you do in easy to understand language. You’d be amazed by how many sites fail this simple task.
It is also true of your digital marketing, the fact is you’re sharing with people how you can help solve a problem, they don’t always need to know exactly how you’re going to do it. Visitors consume content on websites by scanning pages, they don’t always read your carefully crafted descriptions in full. Also, they don’t linger on pages that do not tell them what they’re looking for. Sites must therefore have a logical flow and obvious navigation markers to help visitors discover the next level of information.
Nearly all businesses, no matter their size, have a logo, colours and a particular typeface that they use in all their communication. This is part of their brand identity. Customers associate that identity with the business, so don’t be tempted to move away from the brand on your website.
That brand identity should be carried through into your digital marketing. Social media platforms such as Facebook, Twitter, Instagram, LinkedIn and your blog can all play a crucial role in attracting new business and reminding existing customers of your businesses services.
Imagine if the messages you put out on each of these platforms looked different and had a different tone of voice. Would it inspire confidence in your business? If one of those messages inspired a click through to your website which was then hard to navigate or had a completely different look, would that make you seem credible?
Luckily, it’s easy to be consistent across your website and social media platforms. With some forethought and planning, you can inspire confidence and gain credibility. It can also improve your rankings when search for online, especially true if you include links to your social media platforms on all the pages of your site.
Having a social media strategy is important for every business. It’s a method that will help engage with potential and existing customers, increase visitors to your site and keep your website refreshed as you post regular content.
Strategy, planning, branding and consistency have always been crucial to marketing campaigns, even before the digital age, but they are now more important than ever. If you’re going to compete, gain market share and grow as a business you need to be on top of these challenges.
If this all sounds too complex or time consuming to do on your own we understand how daunting it can be. Branding, web design and digital marketing strategy are our core skills, so if you need help our team of digital marketing gurus are waiting to guide you.
Email Marketing is a way to leverage the power of email. It enables you to reach customers at the same time as promoting your business. In order to run an effective email marketing campaign, you don’t need a marketing department to do things for you. Designing a professional email marketing campaign is not a complicated nor time-consuming job. It is a process that can be monitored and measured by various marketing performance metrics such as, Call To Action (CTA) s, Click through Rate, Social Profiles, and A/B testing results.
Some of the benefits of undertaking an email marketing campaign are:
Helps improve customer relationships
It is vital to have an efficient tool to communicate with your customer. Emails creates opportunities to keep people informed and engaged with your business. Sending personalised or tailored emails to your valuable customers with the latest product launch, next big event, discount vouchers or festive wishes are a few examples that any sized business can offer.
Efficient use of time and budget
Small businesses are bound by time and budget constraints. Buying an advertisement to play during a famous TV show would be nice, but it is not an option for most small business marketing budgets. Creating an email campaign, therefore, is a process that doesn’t have to cost a thing and is an efficient use of time and budget.
People do business with people they know, like, and trust. The right emails can give you the ability to build credibility with your audience by sharing helpful and informative content. The more customers can learn about (and from) your business, the more their trust will increase. A good e-mail newsletter should highlight to prospects why they should buy from your service or product.
Reach people on any device
According to Google more than 70% of people read their email on a mobile app, with most checking their email in the morning. Email marketing is one of the best tools that can be used to take advantage of the growing popularity of mobile technology.
Show your expertise
While email marketing can be about sending discounts and sale information it has another important function. Delivering unique and authoritative content, can drive traffic to your business and offer subscribers information that is both useful and enjoyable and put you in a position of local expert.
Increase website traffic without spending on Ads
Every company or e-commerce business wants to get traffic to their website. As mentioned above, email marketing campaigns can help increase traffic to your website and bring more people into your store. Sending newsletters with the latest product info or promotions can lead to higher website traffic which can ultimately lead to more sales.
General tips for your email marketing success
• Send a newsletter at least once a week
• Place at least one Call To Action button in the emails
• Personalise your emails
• Create a compelling subject line and test every subject line before delivery
• Segmenting your email list based on age, gender, demographic location, and customer
personas to send relevant emails
If you thought that GMB was shorthand for a trade union, think again! In the modern age it’s much more likely to be a reference to Google My Business.
You may feel that people “google” your business all the time, but do they always find you? Google’s free product Google My Business (GMB) is incredibly useful for helping people discover you and for putting your name on the first page of search results.
So, yes you do want to be on Google My Business.
How does GMB work?
You’ve probably seen hundreds of Google My Business listings without realizing it. They’re the short lists that pop up when you search for something generic like “cafes near me” or often when you search for a specific business name it’s the GMB listing that appears.
Below is an example of a “cafes near me” search. Each one of these businesses will have a GMB listing. You’ll see that a list of 3 names appears, this is what Google calls the “3 pack”
When you click on one of the named business it will take you through to their individual GMB listing, containing more information including a location map and often a photo, video, blog and lots of useful info.
This information can satisfy searchers, but most will then click through to your website using the button at the top of the listing, especially if you have lots of products and services. A café for example would likely have menu details on their site.
GMB is therefore essentially a widely used local business listings service, used by large and small companies. The great news is that every business can achieve a prominent listing if they get the basics right and deliver great value that customers appreciate.
The top 8 Reasons you need to be on GMB
1. Achieving prominence in search results
A listing can help your business to stand out in search results, and can help people to find your business, whether it’s online or offline. Your objective should be to get into the top 3 search results, which is where factors such as review scores are important.
2. Local search for local services
If you want to improve your chances in local search results, then a GMB listing is the key. Research shows that 46% of all searches are for local businesses while the “3 pack” format of results now appears in 93% of all local searches, so you have to be there!
3. Searching on your mobile
Most local search is now done on smart phones and GMB listings dominate mobile search results.
4. Make it easy for customers to find you
GMB listings provide a quick snapshot of your business. Maps, opening times, images and reviews all help searchers quickly decide whether they should visit you.
5. Think about your competition
If you’re annoyed that your competitors always appear in searches and you don’t, it’s because they have a GMB listing. Something as simple as that will mean they’re getting some of your business, unless you get on GMB yourself.
6. Gives you credibility
Users are accustomed to seeing these profiles, and it can lend some credibility to your business. Listings look professional and provide key information that helps people to decide whether you’re a credible business or not.
7. GMB has amazing features
Google are constantly updating their GMB features, so you can now add all kinds of fabulous elements to your listing, not just photos but videos too. Videos are a great way of educating customers and really help them make buying decisions.
As with everything on the internet it pays to keep your GMB listing fresh, so make sure to add seasonal special offers, events information, and to add regular blog posts. They all help in making you easier to find and to ensure you appear in the “3 pack”.
8. Free and Easy
Google My Business is free and easy to set up, but if you don’t have the time or feel you don’t have the skills it’s second nature to our digital whizz kids at Perfect Layout.
If you are unsure or don't have the time to set up your GMB, give us a call, we can help you get your business visible online.
We are asked all the time, why do I need a blog on my website? It probably ranks right next to, what is SEO? And believe it or not the two are related. In a nutshell the number one reason for having a blog on your website is that it drives search engine traffic.
How does it drive search engine traffic? Well, for one it enriches your content, but secondly and of equal importance it keeps your site updated.
If you think about the way Google and other search engines work, they constantly look for indexed pages. So every time you put up a blog it’s one more indexed page on your website, which means there is a greater opportunity for it to show up in search engines.
Blogging also shows search engines that your site is active and they should be checking back regularly for new content, even better it puts more keywords on your site, all of which help it rise up the page rankings; in the trade it’s known as organic SEO!
But it’s not all about SEO. Blogging is one of your best sales tools that can help increase leads and improve conversion rates.
While its pretty tacky to use your blog for a direct sales message, it is your big chance to really tell your organisation’s stories.
It will also show your credibility and to prove your authority in your market. In many ways blogging is your chance to show off and to really convey that you are an expert in your field.
We always get a real buzz when we read a blog that teaches us something new, written by someone passionate about their subject, it’s such a great opportunity to get inside the personality of a business.
Don’t make it too long though (around 500 words is optimum), but tell compelling stories in your voice which help customers and potential customers understand something about what you do, how you work, your industry or what you’ve learned on the way.
Your blog therefore is the enrichment you put into your site, the thing you do to change it from a showroom into a friendly business.
The big benefit of this rich content is that readers love to share new, fun and interesting material they’ve found online. Which means that not only do you have something to put up on your social media channels every time you blog, but so do your clients and potential clients.
Think about it, if a potential client has read your blog and has even linked to it on social media, how much more likely are they to buy from you than if all they’d seen were the static “services” or “about us” pages on your website?
You know we said its not all about SEO, but actually those social media links are great for creating inbound links to your website, something search engines absolutely love.
As you can see we practice what we preach, believing passionately that blogging is the most creative way for driving search engines to find you and to influence prospects to buy from you. If you need help with making this happen, why not get in touch on 01708 578 015 or take a look at our copywriting services for more information.
Whatever type of Brentwood business you may have - get in touch with the Perfect Layout team today to discuss your digital marketing needs.
Our affordable website services offers something for everyone and being local means that we can visit your premises, at your convenience, for a face to face meeting. If you're pushed for time - we can Skype or undertake a conference call.
Get in touch today on 01708 578 015.
Today more than half the media we consume comes through digital channels. Reaching consumers through digital channels offers various advantages and today we will discuss five of those reasons. In 2019, no business wanting to succeed can be without a digital strategy. It should be a fundamental part of all businesses to produce, publish and distribute content which allows them to expand awareness of products and services through digital channels.
It takes money to make money. If you want to expand your brand, increase sales and grow your business fast, then it is important to invest in marketing for it to happen.
Offering a sale during a festive season in a certain area, can be an example of location-based targeting. Example: A Sandwich Bar can post google ads during rush hours to working class people at 4 PM around 6 KM diameter of the bar.
Reason 2 - Visibility in the Online World
All potential customers have moved online where they are actively searching for products and services. Unlike the traditional form of marketing, Digital Marketing has the capacity to reach the right audience and also engage with them in various forms of communications. The more you penetrate online the more you can motivate the customers to take action, which generally leads to a better Return of Investment (ROI).
Nowadays, there are various platforms in which businesses can be listed. Using social media, directory listing services like Google Maps, Trip Advisor and Yelp can help to increase the brand visibility on the internet. Search Engine Optimisation plays a huge role in the organic side of visibility. Placing Ads on Google or social media are other ways to help increase the visibility of the brand.
Reason 4 - Fast, Effective and Low-Cost
Unlike traditional media, digital marketing is able to penetrate the market quicker. Campaigns can be effective when applied with great marketing vision. When comparing costs, it’s more likely to be much cheaper than traditional medians such as directory, print, radio or TV advertising. Businesses can market their services with better effectiveness and at a lower cost.
Reason 5 - Measurable
Digital marketing campaigns are measurable and can be segmented in metrics to create a meaningful output. The output can be further analysed, in order to optimise further campaigns to create more efficient results. Some of the tools used for Digital Marketing are Google Analytics, Google Ads Platform, Facebook Analytics.
An example of how analytics can have an effective impact on a business is demonstrated by this example…A barbershop decides to put a store ad to Facebook. He creates an ad which ran 24h every day. After a few weeks, he looks at the analytics and finds that the peak hour of the clicks in the ads are during the day from 12pm-4pm. Now, he edits his campaign so that the ads run with more budget during these peak hours, and less or not at all outside of these time frames. This way the barbershop used the power of Digital Marketing to successfully give him an increase on his Return of Investment (ROI).
Get in touch you if require help with your marketing strategy by emailing us, or calling 01708 578 015.
According to emarketer approximately $11.5 billion was spent on online video advertising in 2018. There is no getting away from the fact that there is now an expectation from consumers to view the products and services of a business in a different format. Those in the know, have incorporated some of their advertising and marketing budget to attract customers by using this method in different ways.
The reason for the rise in video advertising becoming more popular is its effectiveness. If a picture is worth a thousand words, a video is worth much more. Forrester estimates that one minute of video equates to 1.8 million words of text in the message communicated. That’s an amazing statistic!
Research shows that four times as many consumers would prefer to watch a video about a product rather than read about it. Video content already represents 76% of all Internet traffic and projections estimate 80% of all Internet traffic by 2019 will be videos. The same study states that using the word ‘video’ in an email subject line boosts open rates by 19% and clickthrough rates by 65%.
Video on a Landing Page
When a visitor lands on your site, you’ve literally got seconds to impress them and get them engaged with what you have to offer. This is the whole point of a landing page. But these days, people are so used to seeing rich media content on the internet that, quite frankly, text content often doesn’t keep them engaged.
Embedding a video on your website will not only increase the length of time that visitors stick around, but also, the number of conversions to paying customers, which, ultimately, is what SEO is all about.
Cons of using videos on a landing page
1. A low-quality video or poor video execution could possible cheapen your brand and offering
2. A video can be an overkill or a distraction when it's too long
3. An autoplay video might be annoying for users if the website is visited frequently by your prospects and customers.
4. In some instances, an image (meme, infographic, etc.) can be more interesting than a video, especially if your target demographic is less inclined to pay attention to videos.
5. Producing top-quality marketing videos will require hours of learning a new skill set.
There are many different types of video content you can use. To give you a flavour of the different types on offer – here is a short list explaining some of them:
Demo videos should teach prospects or customers how to accomplish something with your product. It’s not a 1 hour demo caught on camera, but a quick overview of one or more of your features. Keep your demo videos to the point, walk viewers through one action, and do it succinctly.
Brands need to create extraordinary video to earn attention, likes, and shares. The video should reflect the business ideology and style in a short and effective way.
Most event organisers have recognized how important video content is in making people aware of an event. Event videos communicate impressions of the event and transport emotions.
Effective educational videos are driven by emotion and backed by facts. Our brains process visual information 60,000 times faster and the use of sound and visual cues increases enjoyment and retention.Video puts us in the room where it happens, which makes it particularly effective in education as it creates context and puts learners at the centre of the action.
Obviously, not every business with a website has a product to sell, as some businesses are service oriented. For these, you can increase conversions with the use of explainer/introductory videos. There are varying styles for these videos, and truthfully, there’s no exact science as to what styles work best. It’s more about producing a video that explains/introduces a client’s business effectively and in an engaging way.
Animated video brings concepts to life that text or live videos can’t. Think about it the world really is your oyster where you can make your characters talk all you want, fly, or travel in time. With the help of animation, you can show how mechanisms and processes work in an interesting way.
Case study Videos
Rather than focusing directly on your product or service itself, a good case study tells the story of your customer from their point of view and how your business helped to solve their problems. All of this builds the credibility of your brand. Social proof is another reason why case studies work so well. It’s a psychological phenomenon that means people are more likely to take certain action if they see others taking that action also.
If you’re hosting or participating at an event, that means your customers are likely to be there too. Take advantage of the opportunity and get them on camera to create customer testimonials full of passion for your brand. Attendees can also be interviewed on what they are enjoying and learning to get more people to attend your corporate events in the future.
This list is just a snapshot of what can be done to help sell your product or service via video. If you need help with incorporating this marketing idea into your digital strategy – give us a call today on 01708 578 015.
If you're finding it hard to get your business off the ground and would like some help getting noticed online, why not give the digital marketing team at Perfect Layout a call? There are many ways to market your business online and finding the path that's right for your company can be difficult to decipher. We can help, our website designers and digital marketer are waiting to accelerate your business.
get noticed for the right reasons by getting in touch today!
call us on: 01708 578 015.
email us at: firstname.lastname@example.org
...or why not find out more by watching our video that explains our digital marketing services.
Online Marketing is the method to deliver promotional content through the internet to the
people’s browser or email. Online Marketing can be done by text ads, image ads, video ads,
native content or from Apps like Facebook or Twitter and many more. Online Marketing allows
you to reach people you may not reach with offline marketing campaigns.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a practice of increasing the quantity and quality of traffic
using various strategies, techniques and tactics to obtain high ranking in organic [Unpaid]
search results. In other words, SEO is a process of making web pages attractive to the search
engine such as Google, Bing or Yahoo.
SEO can be done by editing on-site and off-site elements of the website to improve the chances
of showing up higher in Search Engines Results Page (SERP) for important keywords.
According to Hootsuite, Google holds 76% of the total Search Engine market share while 93%
of people click on the search results in the first page of Google.
Search Engine Marketing (SEM)
SEM refers to paid search marketing in the search results. We can define SEM as serving an advertisement to a user using a search engine based in their query. For example, for a user who searches for a query, we can bid on certain keywords which match algorithmically to the user query and serve a text ad to them.
Search engine marketing has grown exponentially over the past decade. Google AdWords is the most popular paid search platform used by search marketers followed by Bing.
Social Media Marketing (SMM)
Social Media Marketing is a method to increase traffic and promote your content, product or
service using social media platforms like Facebook, YouTube, Instagram, Twitter or other
social media apps. We can term Social Media Marketing as the process of using the potential
of social media to leverage the value of your business.
Out of 4 billion internet users, 3 billion people use social media. So, the power to networking
and publishing through social media is high.
Pay-Per-Click Advertising (PPC)
PPC stands for pay-per-click. It is a model of online marketing in which advertisers pay a fee
each time one of their ads is clicked.
Essentially, it’s a way of buying visits to your site, rather than attempting to 'earn' those visits
organically. The advertiser pays publishers every time a visitor clicks their ad, hence the model
is known as pay-per-click, as advertisers only pay when the visitor clicks their ad. If a visitor
sees an ad but doesn’t click it, the advertiser is made aware of the impression but doesn’t have
to pay as no click took place.
Content Marketing is promoting free or additional value to your targeted audience or users
that you already have. Good content either should provide information [that the user is
looking for to solve the problem], inspiration [So people can get inspired to buy or use the
product service to solve the problem.] or entertaining so that user will stick to the content for
better click through rates.
Writing a blog, making video contents, creating a podcast can be few examples of Content
Affiliate marketing is monetisation of word-of-mouth marketing. It is a way of getting a
commission in exchange for referring a product or service to another customer. Affiliate
marketing has evolved over the past decade as the internet has evolved and a number of
channels such as social or email etc. Basically, it is influencers that are recommending products
and services that are not their own, but people go to them to get the information.
Email marketing is a workhorse of digital marketing as you can deliver a highly personalised
experience, multiple times on a scale through email. The main advantage of an email marketing
is that you precisely know how many emails have been delivered, opened or clicked upon.
Tying up these numbers with revenue metrics, the numbers will have a big meaning to your
email marketing campaigns.
Example of email marketing can be sending promotional emails, email with offers or discount or
thanking customers or users for using the product or can be used to provide inspirations to try
your product or services. Some of the popular automated email marketing tools are MailChimp,
Constant Contact, drip and convert Kit.
Social media should be part of your digital media strategy, if you want your business to grow this year. As with all aspects of life, you can choose two paths:
1) to wing it and hope that the path that you follow will work out OK.
2) Set yourself goals and have a plan in place ,which enables you to carry out those steps that lead you to your goal.
For business marketing, goal setting is a must, and within that social media should be included. Sometimes it can be difficult to define what your objectives should be. To help you out, here are some of the most usual social media goals to think about:
Raise brand awareness
Do people know about the products and service that you offer. In order to create authentic brand awareness, avoid a barrage of promotional messages. Instead, focus on meaningful content. What questions do your customers often ask? Provide them with those answers in good quality content. If you are the right fit for them, they will remember you and will potentially use your services. You can build a strong brand personality through your social channels and regular content that explains who you are and what makes you interesting to them.
Drive traffic to your website
Whilst you can build your followers within each platform, you may also have a need to drive traffic to your website for them to find out more information, learn about your services, and drive product sales. Using the right tools, you can measure how much traffic your website is getting from your social media posts.
Build your fan base
The destination in this social media journey is to have a large and regular following, where your fan base interacts with your page in a natural and engaging way. Spending time and effort to create a positive brand persona on social will get you to this point.
Higher quality of sales
On social media, use the hashtags and make sure that you are using specific keywords and phrases. Through structured and thought-through social media targeting, you can reach your core audience much faster.
Increase in-person sales
Do you have a store/office or other in-person location? These businesses use social media marketing to drive in-store sales. Do you have new products to offer? Consider offering a promotion to those who see your posts and come in-person to see you. This way you can monitor what is working within your marketing efforts.
Better pulse on the industry
What are your competitors doing that seems to be working? What strategies are they using to drive engagement or sales? Having a pulse on the industry could simply help you improve your efforts and take some tips from those doing well.
To summarise, you can be as involved in social media as you want it to be. However, if you want to get the most out of your efforts, by wanting people to see your social media posts, you have to produce engaging content and respond to your community. By thinking about what you want, will help you decide how to get there.
The end of another year is almost upon us and as a chapter closes, it’s always a good idea to reflect upon the events of the preceding months. At Perfect Layout we regularly work on the business in this manner. It’s a positive way of learning and growing the business – as well as learning and growing ourselves as successful people and business owners.
Once in a while we also think that it’s really important to blow ones’ own trumpet. To boast about the good things that are happening in the business and to give each other a cheesy high five! So, read on to find out about our most recent success stories…
Revamped website for Antino and Associates
One of our most recent clients came to us seeking help with his current site. It was old fashioned, clunky and outdated. Whilst the content was good, it was too technical, and it wasn't the right tone for their ideal clients.
Based in Chelmsford, this Chartered Surveyor wanted a website that highlighted his skills to do with: party walls, injunctions and being an expert witness. The owner works across the UK and wanted his website to reflect this, whilst giving focus to East London, Norfolk, Cambridge and Essex.
We worked with him to achieve a website that was attractive to all. It needed clear navigation, relevant images and monthly blogs. His site went live 30 August and all of the keywords we are monitoring are already ranking well. Happy days…
Make-over for RBSS Consulting
This client came to us as a result of a networking event. He felt that our services were just what he needed. He wanted to update his website and to be found by more local businesses. His website already had a good amount of content and used video to help draw in traffic from different avenues.
Based in Romford, this Business Consultant, was ready to invest in his business. He requested that we write new content that was keyword rich. Our aim was to maintain the language of his profession as well as describing his services in a way that would appeal to potential clients. We also repurposed the blogs that were on his original site.
For a site that was relaunched on 1 October, to date his website is doing remarkably well. All of the keywords and keyword phrases that we are monitoring have appeared on page 1 of Google search. We will continue to apply our digital marketing strategies to ensure that his website remains in those top spots. Another satisfied customer…
One year on for Arco
Last month, one of our clients reached their one-year anniversary. Arco, run a central heating and plumbing business in Collier Row and have clients across, Romford, Upminster, Gidea Park, Chelmsford, Shenfield, Billericay, Brentwood, Harold Wood and Dagenham.
They came to us wanting their site to be more visible. Their previous website had been built by a big, well known, website provider. The previous website did not rank highly and neither did it generate new business leads.
This company is now visible on page one for the following search terms: central heating Romford, central heating Dagenham and central heating Upminster. We are still working with them on implementing some basic digital marketing strategies.
But what’s holding them back, I hear you ask? Are there actions that we should have taken but failed to do? No. The truth is, that like many businesses, there has got to be time put aside to work on the business. If not, the results just won’t be as they should be.
We are passionate about what we do. We get excited when websites we’ve worked on show up on organic search in the number one spot or within the map pack. Our job is to ensure that this continues to happen and by working alongside our clients (however busy!) we know that this will become a reality. Watch this space…
We'd love the opportunity to do SEO for your website, our to discuss how we can bring more leads to your door with no upfront costs to you. Call us on 01708 578 015 today!
Regular readers will be aware of us advocating the power of networking. If you want to grow your customer base, build relationships with local businesses in your area and get your name and face recognised - regular networking should be on your list of things to do.
As a consequence of presenting at a recent networking event, Perfect Layout Digital Marketing was invited to give the same presentation at another networking group called the Hornchurch Professional & Business Association. It is open to all business and professional people in Hornchurch and surrounding areas and has been in existence for over 70 years.
We felt honoured by the invitation and made to feel immediately at home by the Chairman, Robert Copeland, and Secretary, Ian Gorsuch. We sat down for a delicious three course lunch and got to know the members. It was an informal occasion, with conversation that went from business talk to deep discussions about the current performance of West Ham football club.
Our presentation followed. We gave the guests four practical exercises to do on their mobile phone. The aim, to reveal whether their website was visible and working to bring in new leads to their business.
Here are the four tests. Check to see how visible your company is. In your browser…
1. Type in your business type and location, i.e. plumber Romford. Where is your business listed? If it is not on page one, you have an issue with the content on your site.
2. Type in your exact company name i.e. Perfect Layout Digital Marketing – is there a Google My Business listing for your company. If you haven’t got one, you are missing a digital marketing trick.
3. Looking at the organic results of this page. Is your business listed in external directories? If they are not, we recommend that you invest time in creating them, they are a valuable asset for your online visibility.
4. Does your company have a blog/news section? If you don’t, you are missing out in enriching your site with new, fresh and relevant content for your audience. These blogs are additional ways of reaching customers via your website.
There was mixed feedback following each of these exercises. Participants were:
- surprised to see how invisible their company was when searched for locally
- happy to view their google my business profile
- in the dark about their business being listed on local directories
- accepting that they were not posting regular content to their customers
If you have just done the same test and found that your business is missing out on some or all of these points, get in touch with the Perfect Layout team today to see how we can help.
Interested in joining this informal networking organisation? For £160 per year, you will have the opportunity of mixing with some friendly, local business owners. Membership is for one person, but if you are unable to attend, you are welcome to send someone in your place. In addition to a lavish lunch, once a month, there is the chance to mingle and discuss the outcome of that afternoon’s presentation.
For further information contact Ian Gorsuch: IGorsuch@hwca.com
Are you failing to get leads from your website? Does it feel like a ghoul has hijacked business leads? Are you scared about this ever-changing world of digital marketing? Well, Perfect Layout are here to rescue you from your nightmares as we explain how Search Engine Optimisation (SEO) works. If you put in place these strategies, you will see your ranking improve. Are you ready to handle more leads coming to your business?
If you’re serious about wanting people to find you through a Google search, Search engine Optimisation (SEO) must be at the top of your priority list. You won’t be able to generate leads for your business if nobody can find you.
So, what happens after someone makes a search? Here is the likelihood of someone clicking on a link, depending on their organic positioning.
Breakdown of Google Click-Through Rates in by position
Position 1 – 20.5%
Position 2 – 13.32%
Position 3 – 13.14%
Position 4 – 8.98%
Position 5 – 9.21%
Position 6 – 6.73%
Position 7 – 7.61%
Position 8 – 6.92%
Position 9 – 5.52%
Position 10 – 7.95%
That means if you’re not number one on the page, you just missed out on a fifth of potential traffic. Most people won’t even click on the second page of the search results. If you are wondering why other websites are ranking higher than you on Google. It is because they are making a concerted effort to work on their SEO.
The good news is that it's never too late to start...you just have some catching up to do. There are techniques and strategies that you can apply to get you going.
The following 17 tips will increase your chances of getting ranked higher on Google searches.
1. Optimise your site for mobile devices
Long has the tablet and smartphone been around. They have taken over as preferred devices to search on when compared with a laptop. If your website design is not mobile friendly, you are going to be penalised. Why? Because Google recognises whether your site is mobile-friendly and ranks sites accordingly. Your website must be optimised for mobile users. If this means investing in a new web design, it will be money well spent. Ignore this tip at your peril.
2. Make sure your site is readable
Is the language that you are using on your site, written with your customer in mind? If you want people to visit your site and spend time there, speak in a way that they will understand. Don’t try to sound too professional. Write your content in clear and simple terms. Use short sentences. If you are not sure if your content is readable, use the Hemmingway App. It highlights where your content isn't working as well as it could be.
3. Format your page
When designing your website, take time to think about the layout for each page. Make sure it is neat, logical and uncluttered. Consider things like your font size and typography. Use coloured text, bold font, and italics sparingly. Consider using bullet points and checklists to make it easy to scan through your content. A clean design and format will improve your organic ranking.
4. Encourage people to stay on your site
How much time do people spend on your website per visit? If your site has fresh information, it will keep visitors on your page longer and this can be achieved in various ways, as outlined below.
5. Produce high quality content
There is no substitute for great content. Quality content created for your audience will increase site traffic. How often do you update your website? To encourage visitors to return you need fresh content. The more traffic to your website the more you will increase its popularity. Your content needs to be high quality, recent, and relevant.
6. Start blogging
Blogging is great for your business. It’s an outstanding tool for lead generation and helps you engage with visitors that come to your website. If you can create a group of loyal readers, you can get lots of traffic to your site on a regular basis. Blogs that incorporate good SEO practice, such as links, increased readability, and keywords, all positively impact on your search engine ranking.
7. Use keywords
Keywords play a major role in ranking. Brainstorm your sector. How do you think people will find you? 'Plumber in Romford', vs 'Central Heating Company in Romford' or 'Emergency Plumber in Romford'. There are so many ways people may look for your company. Now you need to include these 'keywords' into the content of your site. But do it sparingly. Keyword stuffing is frowned upon by the search engines and you will be penalised.
Keywords should fit naturally into sentences:
· Include them in your header tags
· Include then in image captions
· Include the use of long-tail keywords, (three or four words that make phrase)
If your keywords match their search, your website will have a greater chance of getting ranked higher.
8. Break up your content with header tags
Headings are another way to help improve the user experience. They break up the content and make it easier to read. If your website is big block of text, people are going to click off your website. If you’re not using headers, try and incorporate them within your content now.
9. More than words
Your website shouldn’t be only written words. Break up the pages with relevant, high-quality pictures. Consider also adding videos, slideshows, or audio to your site. This improves the user experience, as not everyone enjoys just reading.
Also remember what we said about the time people spend on your site. Videos, for example, can extend significantly the amount of time spent on your website. If that happens, it will boost your search ranking.
10. Optimise your images
Pictures and other images are not only visually great for your website. But when they are optimized properly they can improve your SEO ranking. Make sure you do the following:
Resize your images. Huge images can slow your page loading time, which can hurt your ranking. Use your images to sneak in keywords by naming them accordingly. Add keywords in the title of your image as well as the caption or description.
11. Include internal links
Internal links direct visitors to other pages on your website. Not only are you encouraging the reader to find out more about what you do, you are keeping visitors on your site for longer and reducing your bounce rate.
12. Use outbound links
When you are writing a blog or have content that researches a topic, link to sites you have used for information or that go into further detail. Connect your facts to the data source with a hyperlink back to them. When you source something, try to ensure that it is the most recent information.
13. Create anchor text properly
If you ever type 'Click here for more information'. STOP. Start creating relevant links within the text. 'Click here means nothing to the search engine. “Central Heating Installations” is rich with keywords. It will improve your search engine rankings, as well as the ranking of the page you are linking to.
14. Provide appropriate contact information
Have you ever struggled to find the contact information of a business on a website? This should never happen. All your contact information should be easy to find. Make sure you have a footer on every page of your site that includes your Name, Address and Phone number, otherwise known as the NAP.
15. Sharing is caring
Every business and website need to be active on social media. Your SEO ranking will improve when people share links to your website on social media. If you encourage social sharing as a regular part of your SEO campaigns, you will see a difference. Include social sharing icons on all your content and share links on your social media pages.
16. Title Metadata
Title metadata is the page title displayed at the top of a browser window and as the headline within search engine results. It is the most important metadata on your page. Make sure your site has this section filled in.
17. Description Metadata
When you see the results in organic search there will be a title and a description. This description metadata is vital to encouraging visitors to click to your site.
Search engine optimisation isn’t going away. If anything, it is getting more sophisticated and complex and is an ongoing job that needs focus and attention. This blog contains a long list of actions but don’t be put off! Write these actions on your to-do-list and go through them week, by week. Every improvement you make will stand your website in good stead.
Monitor your results monthly. Checking your traffic and search ranking will help validate your SEO strategy. It will also highlight areas on your website that need more attention. Who knows, by working on these elements, you might claim that elusive number one spot! It's all about outsmarting your competition. That’s what we at Perfect Layout Digital Marketing are working on every day with our clients.
These are only a few of the many methods for improving your search engine ranking. If you want to learn more, we recommend that you visit: Improve your performance on Google Search or give us a call and speak to our friendly team. Call 01708 578 015.
In short, yes!
When it comes to branding and awareness of your company, you should try to be as visually consistent as you can. You want your customers to instantly recognise you. First you must start with your logo and then build out your brand from there.
Ensure brand consistency across all your channels
Brand consistency refers to your brand identity, brand voice and brand guidelines. Does everything you create follow these guidelines? Doing so is a major step towards letting consumers get to know you as an organisation.
When they know you, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to buy from you. They will also be more likely to recommend you to their peers.
The content on your website, social media channels, newsletters and any offline marketing should all have the same 'feel'. Making connections between the content you own is a great way to maximise your presence. This way you can ensure you get the largest number of eyes on your products and services.
When it comes to your website you should ensure that it is consistent with all your other marketing. You should also be mindful of how user-friendly your site is. Can customers navigate around your website easily?
Structure: how well structured is the content on your website? You need to aim for a minimum number of navigation layers. Customers want as few clicks as possible to get to what they want. The website section division must be clear, logical and predictable.
Minimalism: efficient web page navigation is always simple and user-friendly. Add only those elements to your menu design that are essential for the effective communication. The key to success is a menu bar consisting of a minimal number of sections that goes to what they need.
Design: when selecting a design focus on readability, integrity, and harmony. Too many icons, buttons and shortcuts will put visitors off your site. The simpler the web navigation, the likelier customers will stay on your website.
Remember that: navigation can affect traffic and how high you’ll rank and how much traffic you’ll get from search.
Navigation affects conversions: how easy the site is to use effects what percentage of visitors convert into leads and customers.
Social Media Integration
Do you want to grow your market and reach a broader audience? Then the key is to integrate your business into social media. Social media channels and your website should work together to promote your online brand. Opening accounts in these platforms is completely free. They are a very good tool to increase your popularity and online presence.
Add links to your social channels from your website to increase the chance that search engine users will find your website.
Being active on social media channels can help build (or retain) a solid audience. Post regularly and keep your audience updated on your products and services as well as what's new on the market.
Unless you are able to do it yourself, marketing requires a lot of time, effort and money. But when it is done correctly and consistently across the various channels, it can be extremely powerful and rewarding.
Getting your brand, marketing strategy, website and social media platforms to where you want them to be, takes time and a lot of effort. If you are a small company, it might be worth considering hiring external professionals to help you.
If you want to know more about this important topic read our blog How important is branding for my company?
You might also like: 50 meticulous style guides every startup should see before launching by Canva.
Nowadays it’s plain to see that a massive part of our marketing strategy is undertaken digitally. Consumers and businesses spend more time searching online than anywhere else, so that's exactly where your business needs to be in order to reach them.
Whether you have been in business for a while or your business is in its infancy, the ever-changing picture of digital marketing can quickly grow and feel overwhelming. As a self-employed business owner, you are already faced with a long daily to-do list. How are you supposed to create, and maintain, an effective digital marketing strategy too?
What is a digital marketing strategy?
Your digital marketing strategy encompasses a series of actions (that take place online) with the aim of marketing your business and attracting the right customers.
The term ‘strategy’ might seem frightening but simply means, ‘plan of action’. Creating an effective digital strategy doesn’t need to be scary and should be viewed as a necessary tool that's used for bringing more paying customers to your business.
How to build a comprehensive digital marketing strategy
You will gain a better insight into your sector by studying other business models and reviewing the approach taken by your competitors. The results can form part of your strategy.
The following is a list of other factors to consider when devising your strategy.
1) Identify and build your buyer personas
Buyer persona's shows your ideal customer and can be developed by researching, surveying, and interviewing the target audience of your business. It’s important to note that this information should be based upon real data. Making assumptions about your audience can cause your marketing strategy to fail.
To get a rounded picture of your persona, try and include information that relates to their demographics, motivations, behaviour patterns and goals. Include a mixture of customers and people outside your contacts database who align with your target audience.
2) Identify your goals and the digital marketing tools you’ll need
Your marketing goals should form a significant part of the objectives for your business. For example, if your business’s goal is to increase online revenue by 20 per cent, your goal as a marketer might be to generate 50 per cent more leads via the website than you did last year to contribute towards that success.
Whatever your dominating goal is, you need to know how to measure it. The success of a digital strategy will be measured differently for each business and will vary dependent upon the nature of your goal. Having the ability to measure the impact of a marketing strategy is essential as it will allow you to refine your approach accordingly.
3) Evaluate your existing digital marketing channels and assets. Which ones are you using? Should you be on others?
The digital landscape changes quite often, so it’s a good idea to do your homework and find out what is out there, who is using it, why are they using it and if it’s a method that will fit in with your business. Not all platforms or assets are right for every business.
The key is to build a plan of what you would like to do and how you are going to achieve this. Can it be executed with your current resources or do you need to invest in more staff or external help?
4) Audit and plan your owned media.
Your owned media (original content that you create yourself) is often placed at the heart of digital marketing – your website. Each element of content that your brand creates, such as your website pages, product descriptions, blog posts, e-books, infographics, all helps transform your website viewers into leads and customers. It can also boost your search/organic traffic.
Whatever your goal is, you’ll need owned content to form part of your digital marketing strategy. You can then use other platforms (e.g. social media) to broadcast your messages to other audiences.
5) Create a content strategy and develop your earned media
Earned media is external publicity that you haven’t paid for. This is media exposure that comes to your business via methods such as, customer reviews, or content that has been shared, reposted, or mentioned by other people on their social media channels.
A good content strategy creates earned media. In turn, this exposure gets picked up by search engines and works towards them favourably ranking you above your competitors. Review the digital marketing asset column above and consider which tools will help your business receive more engagements and improve the external publicity for your site.
6) Do you have a budget for paid media?
If you have a marketing budget, you may want to spend some of it on advertising. Branded content, pay per click advertising (PPC) or display ads in print/online newspapers/magazines are all varieties of paid media. Budgets can be spent easily, so choose wisely where you want to spend your money. For online businesses, this is an essential aspect of revenue growth and building brand awareness.
7) Bring it all together.
It’s never too late to start implementing a good digital marketing strategy for your online business. A combination of owned, earned and paid for media can often give you better results.
Remember to plan ahead (as much as is realistically possible) and schedule regular meetings to evaluate the impact and performance of what has gone out. What lessons have you learned? Going forward, does the marketing plan you have in place need to be tweaked?
Digital marketing checklist:
- Profile of your buyer persona
- One or more marketing-specific goals
- An inventory and audit of your existing owned, earned, and paid media
- An owned content strategy plan
- Social media marketing plan
- Ideas of how you can create earned content
- A budget and plan for paid for content (advertising)
Have you got everything covered? We’d love to hear how you plan and action your digital marketing strategy. Leave a comment below to get the discussion started.
On 1 October the Havering Chambers of Commerce and Industry (HCCI) held their annual showcase event at the Queens Theatre, Hornchurch. For the first time, Perfect Layout Digital Marketing were in attendance as exhibitors.
As we arrived to set up, many businesses had already organised their tables and there was a buzz of anticipation in the air. Exhibiting at this event was open to both members and non-members of the HCCI and Barry Hicks (Chairman of the HCCI) had meticulously overseen the planning and administration.
The evening was opened by the Mayor of Havering, Dilip Patel, who spoke about the value that local businesses added to the community. There was a raffle with prizes that had been donated by the exhibitors and a free buffet and wine, for everyone in attendance.
Being on the other side of the table presented the challenge of attracting business owners to the table to talk about how our services could help theirs. Whilst we understand that not everyone needs our services, it was our aim to highlight that having a website that ‘looked good’ was only one element of drawing regular leads to an online business.
We presented a PowerPoint questionnaire that asked attendees the following questions:
Does your website and digital marketing need some TLC?
We have some quick tips to help make your site work better for you.
Enter your business service plus location to find out where your business comes up, i.e. website designers Romford
It’s a well-known fact that when people search for a service, businesses beyond page two don’t get looked at
When searched for locally, where does your business appear?
Does it appear in the Map Pack?
Do you have a ‘Google My Business’ listing for your business?
When you type your name into Google, does your business appear in a box to the right and does a list show where your business appears in directories?
Claiming your GMB and optimising your profile can do wonders for increasing your online visibility
– and it’s free!
If you are struggling to be found, let us put the icing on your ‘website’ cake.
Do any of these questions touch a nerve or highlight aspects of digital marketing that your business is lacking? If so, get in touch, was we can definitely help!
We really enjoyed attending the HCCI showcase event. It enabled us to mingle with other businesses and sow a seed in their minds about what we do. It’s still early days to know whether or not we’ve acquired any new customers, but networking for us isn’t just about that. It’s about getting to know the faces and personalities behind the businesses in our area and passing details on to others that may need their help. For us, creating real connections in this way is what networking is all about.
I’m keen to have a website for my business, but money is tight. I’m thinking of creating one myself, any tips?
Whatever type of business you have, there is no getting away from the fact that people will expect you to have an online presence. Whilst some business owners are able to make a reasonable income via social media platforms (like Facebook and Instagram) or e-commerce platforms (like Etsy and Shopify) having your own website has many benefits.
If your budget limits you from hiring a website designer, or you are attracted to the idea of creating a website yourself, there are many website providers to choose from. They will advertise low-cost packages with guidance on how to do it yourself, but will the end result generate more customers coming to your site?
Five top tips to having a great website
Top tip 1 – ensure that the content on your site accurately reflects the services/products of your business. Your bounce rate will increase if your writing style includes over long sentences, has grammatical mistakes or has a dull/flat tone. Analyse your competitors and review what does and doesn’t work for them. Let your website reflect your personality and the type of business that you have so that you don’t come across as cold and boring.
Brainstorm the terms that your customers search for you. Googles keyword planner is a tool that can help you pinpoint relevant long and short tail keywords. Having relevant keywords allow search engines, like Bing and Google, to match the right business to the right customer.
We understand that creative writing is not everyone’s cup of tea, so if the thought of doing this doesn’t sit well with you, why not give us a call? We have an excellent copywriting service that can be accessed in isolation or as part of an ongoing package.
Top tip 2 – be sure to encourage your conversion rate by giving those perusing your site every opportunity to get in touch or make a purchase. Using Call to Actions (CTA’s) throughout your website are a great way of nudging customers to act. CTA’s can be contact forms, telephone or current special offers.
Top tip 3 – gone are the days when all websites were difficult to view on a mobile phone. Business owners on platforms that are not mobile friendly will be penalised by search engines, which could negatively affect your rankings.
When creating your site, make sure it has the ability to respond to the device (mobile phone, laptop or iPad) that is being used. Customers do not like websites that have poor navigation. Make it easy and obvious for people to find their way around your site as clumsy navigation that has not been thought through could lose you income.
Top tip 4 – take the time and get your business listed on external directories. This will help boost your online presence as search engines view you as a trustworthy business. Read our blog for more details about why your business needs to be listed on directories.
Top tip 5 – consider the layout of your website. Have a theme that limits the use of colours, fonts and gifs. You will want each page to look its best and engage with customers – not distract them. High engagement leads to a higher conversion rate. Pages that are cluttered will prohibit users from scanning text for key points.
The use of photographs can really bring a website to life. Avoid using stock images, wherever possible, as they can depersonalise your business. Having images of yourself, staff and business premises will assist customers build a picture of who you are and the service/product you offer.
This list will definitely put you on the right track to getting the most from your website. If you find that later down the line your rankings haven’t improved, why not get in touch? Our Perfect Layout web development team are ready to help!
Search Engine Optimisation, also known as SEO, is the techy way of describing how to make the most of a website’s online visibility. Imagine you have purchased a house that was in desperate need of repair. How would you go about getting it to look it’s best?
There are various things that you could do. You could: replace the windows, build an extension, re-plaster the walls inside out and landscape the garden. After completing these jobs, the house would serve better as a home. It would also be more comfortable and functional. That’s what SEO is. It’s a way of making the purpose of a website work better and be found by people looking for it.
If you have a website, blog or online store, SEO can help your business grow and get your business found online. SEO techniques vary. It’s a good idea to make sure that you put in place the basic strategies and check them regularly. The process of optimisation is not a one-time process. It requires regular maintenance and fine tuning alongside continuous testing and monitoring.
SEO can increase the quality of a website by making it user friendly, faster and easier to navigate. In today’s competitive market, undertaking SEO is more important than ever. Search engines serve millions of users per day. They look for answers to questions and solutions to their problems. The job of a search engine is to come up with the best options for its users. When applied correctly, good SEO will bring in online traffic and grow your customer base.
The following is a list of some SEO techniques that you can apply to your site:
- Your competitors are doing it
If your competitors appear above you in organic search, it’s likely that they are applying SEO techniques. If it can work for them, it can work for you too. Invest time doing it yourself or employing someone to do it for you.
Backlinking is a key feature of Search Engine Optimisation. Also known as ‘incoming links’ and ‘inbound links’. This is when a link from an external website is directed towards yours. Websites that link to a variety of authoritative sites will rank higher in search engine results pages compared to those who have links to sites that are not as powerful. Getting it right is key.
If you have inbound links on your site that don't relate to the content on the page, they will be considered irrelevant. Your website could be penalised. The higher the relevancy of inbound links, the greater their quality.
- Internal linking
Linking to related articles, or pages, on your own website helps search engines better understand the importance and topical focus of each page. Creating links this way assists Google in determining the relevancy of your website. The more people like and share your content, the more visibility you’ll receive from these social media channels. As you develop quality backlinks, it will help to boost and sustain your rankings over the long term.
- Back end SEO
Complete the page title, page description and meta keywords for each page of your website. Search engine algorithms select websites with keywords that match the users search terms.
- Page titles
Keyword-based titles help establish page theme and direction for your keywords. Choose a title that reads naturally and effectively. Make sure it communicates the topic of the page’s content.
- Meta tags
Meta description tags can influence click-throughs but aren't used for rankings. Meta tags contain keywords or phrases alerting search engines of a website's content.
- Place strategic search phrases on pages
Integrate selected keywords into your website's content. Make sure the tone sounds natural. Doing this will help the search engines quickly determine what the page is about.
- Sign up your websites to online directories
Find directories where you can list your business for free. This method will get links to your website quickly and naturally. It also helps get your site indexed by the search engines. Start with directories such as yelp, Yellow Pages and Thomson Local.
It’s important to continually review the movement of your website. Where does it sit alongside your competitors? You will achieve good results if you consistently undertake these SEO principles. A common mistake is to focus on the quantity, rather than the quality, of backlinks. If you’ve ranked for a particular keyword, there is no need to build excessive backlinks to that page. Google can detect if a site is gaining links at an unreasonable pace. Building links too fast is like waving a red flag that can potentially get your website closed down. If you want to maintain your keyword ranking, try to expand your inbound links to the various pages on your site. This strategy will diversify your backlinking profile and increase your website authority.
If this sounds confusing, fear not. The team at Perfect Layout Digital Marketing, would love to help fix your website with some SEO TLC. Give us a call on 01708 578 015