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.​
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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.

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
Marketing.
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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.
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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:
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​​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.

This blog has been inspired following a friend’s recent experience with the medical system in the UK. Said friend went in for a routine operation about seven weeks ago. The procedure lasted only five minutes and the recovery was supposed to be a week.

To cut a long story short. She was nowhere near better by the end of that first week. In the past seven weeks she has been back and forth to GP’s, consultants and hospitals, being misdiagnosed. It took four days of waiting in a hospital bed and a lot of pain-relief drugs before they did any scans. As it turned out she needed another operation. I am keeping my fingers crossed that she is now on the path to a full recovery.

As this story unfolded, I despaired at the way things were being run. It seemed such an inefficient use of time, money, medication etc. It got me thinking. How can hospitals - or any business for that matter - afford to be inefficient? And so, I have identified some areas that you might want to look for in your business.  

​Maybe the institution itself has such rigid and old ways of doing things. Just because ‘that’s the way we always do it’, doesn’t mean it is still fit for purpose. Here are some common mistakes to avoid:

1. Bad financial management 

Many businesses find themselves running out of money. Cash flow is key for all businesses. How this happens usually falls into one of these categories:

• You are overspending / or spending in the wrong places
• Revenue is not as you had forecast
• You may have failed to secure appropriate funding at the right time

To avoid this, you have to know your figures inside and out. You need to keep an eye on them regularly, so that you can spot dips or downward trends. Make sure that your financial projections are on track. If you see things changing, then something elsewhere may need to change too. Try to stick within your budget. Cut any unnecessary expenses. Always invoice straight away and get paid on time. Where possible set up automatic billing that you can be in control of. 

2. Bad Management

Every organisation needs someone at the helm, leading, taking charge. They have to ensure that no matter how big the company is, that the right processes and procedures are in place. The entire organisation should be seamless and efficient. This is true for both the staff and its customers.  

For that to happen, there needs to be regular training, communication and policies. Everyone must be on the same page. No one person or department should be the ones doing it all. Every role should work as a cog to help the wheel roll smoothly. There also has to be a single point of authority. Larger companies often appoint department heads and team leaders to make decisions.

So, do you have the right staff in place? Do they do the job with pride, care and attention. Are you paying them what they deserve? Do you offer rewards and incentives? Your staff are your biggest asset, so you need to treat them well. Good management also recognises when they don’t have motivated staff. First you need to address it to see if you are able to change this, otherwise you face the tough task of letting them go. Dead weights can also hinder a company and have devastating consequences.

Can you honestly say that your company is working as efficient as it could be? Do you conduct regular days on the business with staff? Do you ask them how things are, what could be better, what needs to stop, what to introduce? The people on the ground can often find solutions. Do you spend time thinking about what the business might look like in 12 months’ time, or in five years? Be forward thinking, be proactive.

3. Bad customer service 

It is surprising to see how many businesses have bad customer service. This could be because of what we have discussed about management and procedures. Yet, without any customers, you wouldn’t have any business. Giving good customer service should come easy. Ask yourself, how would you like to be treated and map that out. Use your common sense. Good customer service doesn’t need to be expensive. If you do get complaints, listen to your customers and put it right fast. Then tell your staff what you have learned from the experience. Explain how you want them to do things from now on, so that you ensure that it doesn’t happen again. Good interdepartmental communication will pay dividends. You don’t want to end up with a bad reputation. Some businesses never recover.

4. Staying up-to-date with technology

Technology covers a wide range of things. Computers, phones, broadband and IT servers. It can also include websites and social media platforms. Whatever it is, make sure that you invest in the best technology and support that you can afford. If all your computers are old and staff are struggling to complete simple tasks, invest in new ones. This downtime could start costing you thousands. Is your website current? Does it reflect your business as it stands today? Is it mobile optimised? If the answer is no to any of these, you need to plan to change this. If you are not active on the right social media channels, you could be missing on potential clients. I know that social media is a hungry beast that needs feeding all the time, but it’s essential to do it these day. Now more than ever you must have an efficient website, that it is mobile and SEO friendly. You need to be active on social media and posting every day (or more). If this is not part of your expertise, don’t hesitate to seek advice from a professional, like us at Perfect Layout Digital Marketing.

Running a business is about always being willing to learn. Things around us are changing all the time. We all will make mistakes. It’s those that carry on doing it, ‘because that’s the way we do it’ will find that they will get left behind. Acting fast and making necessary changes can determine the future of your business.

Regularly check that your business is in good health. If there are signs that things need a reboot, then do something about it before it takes over.

5- LinkedIn
LinkedIn is easily one of the most popular professional social networking sites or apps and is available in over 20 languages.

It is used across the globe by all types of professionals and serves as an ideal platform to connect with different businesses, locate and hire ideal candidates and more. It also boasts over 500 million members.

The more precise demographical data about people you are connected with is usually behind a pay-wall (a tool to monetize digital content securely and efficiently) such as on LinkedIn. 171 million users are based in Europe, the Middle East and Africa. The U.S. has the largest national user base (146 million members), followed by India, China and Brazil.

49% of college graduates use LinkedIn.

45% of adults making more than US$75,000 per year are on LinkedIn.

More than 46 million students and recent college graduates use LinkedIn. They are the networking site’s fastest-growing demographic.

Number of active users per month: 250 million approximately

Love them or loathe them, social media platforms are a must for all business owners to use. Denying your business a presence on the right social media platforms could lose you leads, revenue and repeat custom.

If you are overwhelmed with where you should start, give Perfect Layout Digital Marketing a call to see how we can help build the right social media strategy for you.

Christine Huntingford, CEO, Perfect Layout Digital Marketing will be one of the guest speakers at the Havering Chamber of Commerce and Industry’s (HCCI) breakfast meeting in July.

Many business owners are busy working ‘in’ their business and rarely take the time to work ‘on’ their business. Are you one of them?

When was the last time you really looked at your website? Does it really work for you in the way that you want it to - i.e. are you getting leads from it? Do you know how easy it is for potential customers to find you? Is your social media activity where it should be?

We all know that there is more that we can, and should, do. Often the, ‘time thief’, prevents us from taking action. But there are simple and relatively quick things that you can implement (if you haven’t already) that can make a big difference. Some elements cost you time, not money. And those that do cost money, can be scaled to what is affordable for you.
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Come along on Friday 13 July to the Havering Museum in Romford and join the members and guests of the Havering Chamber of Commerce and Industry to hear Christine share ways for you to check if your website is easily found (or not) and things that you can implement quickly.

The meeting starts at 7:30am for networking and the speakers will be presenting between 8am and 9am. There is a further opportunity to network until 9:30am.

​Guests welcome: £10 on the door.
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What was life like before making cakes?
Life before cakes saw me working full time as a trainer in my other business called ‘Easy Management of Aggression’ otherwise known as EMA. This business delivers mandatory training and secure patient transport within the mental health sector.

Making cakes is quite far removed from your role within your other business. What inspired you to start making cakes?
My sister asked me to make her a birthday cake, for herself, as she couldn’t find what she wanted in the shops. When I made the cake, it came out so nice that my other sister wanted one and then other family members began asking me to make cakes for them too.

After making three or four cakes, I saw other cakes that were on sale in a new business and comparing my cakes with theirs, I decided that mine were a lot better! I thought to myself, if they can do it, I can do it. I made an Instagram page of the cakes that I’d already made and within a week I had someone email me with an order.

I then started making cakes from my kitchen and had so many cake orders that my husband had to go out and buy me a wallpaper paste table to put all the cakes on. I had them all lined up on this table and my kids began complaining that they were taking up too much space.

Making cakes from my kitchen went on for about 4 months. I couldn’t cope with the amount. For the cakes that I was unable to make, I had to get another cake firm to make them for me. After that, for consistency, I had to work from a bigger base. It was at that point that I realised that in order to grow the business I had to get premises for all the cakes and taking on staff.  Plus, my house was getting destroyed!

I started looking at information on how you get premises, and what would be needed to get a shop.

It was then that I realised that the outlay would be too much and I had to get a business loan. I used the Government funded scheme for start-up businesses. I had to write a business plan with forecasts etc and talk to various people about the business. I spoke with them twice and got approval for plans within days. Two days later the money was in my account. Part of my plan submission included the details of the shop, which I think made my proposal look more attractive and got quicker approval.

The rest is history!​
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Whilst having a well-constructed, informative website has the obvious benefits of helping promote your business, you can’t underestimate the need to engage with your customers in other ways and on other online platforms.
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Engaging on at least one social media platform like Twitter, LinkedIn, Instagram, Pinterest Google+ and Facebook is a must to get your brand known and the services in your business used by new and repeat customers. These platforms allow you to distribute your business ideas and talk about your services and/or products in a way that entertains and informs the customer.

Face​book, is a platform that you may already be engaged in socially. Sharing your personal information, photos of your latest holiday or passing on clips of a silly video is easy to master.  On the other hand, if you have or are thinking about creating a business page to promote your wares – you will have to think deeper about how to encourage people to view, like and share what you’ve posted.

I wanted to keep this blog simple and basically offer some ideas of what you can talk about week in week out to promote your business page on Facebook. This list is also good enough to use on other social media sites, so pick your theme appropriate to the platform you're using and get writing.

You have no excuse but to get into the habit of spreading your news.

The following ideas have been taken from another source that proved to be an excellent read….Enjoy creating!
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• ​Open up a debate about a hot topic within your industry.
• Solve a problem that your target market is facing.
• Rant about something not done well in your industry.
• Tell an industry joke.
• Redistribute content.
• Announce the upcoming launch of a new product or service.
• Showcase your work.
• Compliment your competition on a great article, video or product.
• Provide your expert opinion.
• Offer great customer service right through Facebook.
• Review a book relevant to your industry.
• Evaluate a product pertinent to your industry.
• Give away free stuff (eBooks, reports, audios, etc.).
• Ask for input in the creation of a new product or program.
• Share something personal once in a while (but, not too personal and not too often).
• Brag about your favorite clients and customers.
• Share a link to your podcast.
• Post updates and photos while attending a conference.
• Share a link to one of your recent press releases.
• Upload a photo (a picture’s worth a thousand words).
• Share a link to a video (a video’s worth ten thousand words).
• Run a poll or survey.
• Target different fans with specific comments or links.
• Link to one of your published articles.
• Link to someone else’s published article.
• Update your status frequently (3 times a day); but, don’t get spammy (15 times a day).
• Share a relevant quote from your industry.
• Post a link to your latest blog post.
• Share a link to someone else’s blog post.
• Reveal your insider industry tips.
• Promote your vendors.
• Ask questions.
• Answer questions promptly – (not 15 days later).
• Share a cool, new tool that you just discovered.
• Post simple greetings and well-wishes on Holidays.
• Post industry Trivia like "Did you know?" or "On this day..."

The term ‘Content is King’ has been bandied about for many years. It’s something that you may have heard mentioned on one of the blogs at Perfect Layout or whilst perusing the internet for news and top tips on how to make your website attract customers.

So, what does the term Content is King mean and from where did it originate?
The term ‘Content is King’ came from an essay that Bill Gates wrote in January 1996 entitled, ’Content is King’. It was published on the Microsoft website and stated…
 
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
 
Imagine, Bill Gates, the creator of Microsoft computers made this statement over 20 years ago! Did he have a crystal ball? We’ll never know, but his intuition was certainly firing on all cylinders as his prediction has become a reality. Today, content is a huge factor in what drives the internet. It’s what search engines love to find and use to rank a website as an authoritative and trustworthy site - hence content being at the top of the pecking order when it comes having a great website.
 
Is content on a site that important?
There’s really no getting away from the fact that having interesting, informative, content on your website is great news for your business. Think of it this way, you wouldn’t buy a book entitled: ‘How to create a great blog’ if the ideas contained within it was not about blogs and full of grammatical mistakes.
 
It’s the same with a website. Nowadays consumers aren’t solely surfing to buy a product or service. They want to be clued-up, educated or tickled with something that will draw them in to press the buy, subscribe, like or recommend button, and ultimately come back for more. The right content on a website can help a business achieve these things – but it can’t do it on its own. That’s where the rest of the royal family come into play…next up, ‘The Queen’. 
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So, what is the role of the Queen?
My thoughts are that having great content is not a stand-alone facet of getting customers to a site. There has to be a strategy behind the content to ensure that it’s relevant and directed at the right customers at the right time.

The content that’s being offered should have the right ‘context’ which means offering information that is relevant and helpful to the customer in their current situation. The more relevant a post is to that person’s need, at that point, the more that person is likely to buy that product or service. To fully merge the right context into your content means thinking about what context would be helpful for your customers and then identifying the kind of factual data you need to identify that context.
 
The work of The Queen doesn’t stop there. Her role also holds the title of ‘creative development’. Making your content stand out and really shine amongst the competition isn’t easy. Depending on your niche you will have a particular demographic and age-range that you need to appeal to. Do your research and tailor your content to appeal to them.
 
I believe that the final role of The Queen (such a busy lady!) is that of ‘distribution’. What platforms are the best to get your content seen by those that need to see it? Nowadays, there’s a plethora of social media platforms that can be used to get your content seen by the right people. Facebook, Twitter, LinkedIn, Instagram, Pinterest and Google+ are just some of the ways in which you can distribute your content directly to the people that want to see it.

So, during the planning stages you will need to think about:

• what your content will contain
• how it will be worded
• identifying who its appeal will be aimed at
• and how it will be found

And last but not least…The Prince and Princess

Whilst there’s little written about the off-spring of this royal family, I’ve taken the liberty of identifying who they are and the role they play in keeping the King on his throne.

The key to ensuring that your website, and the content contained within it, are working optimally, are Web Designers – surprise! They may also go under different Marketing titles, but I’m writing this blog so have the freedom to be biased!  
 
If you are unable to write content like a King with the right context and undertake all the other tasks included within the role of the Queen, the Princesses within this company can assist you to:

• position your business as an expert
• improve your search engine ranking
• acquire and retain customers
• generate (blog) traffic
• generate new leads

Good content is not enough because everyone has good content. You also need to promote it, understand how to get it out there; reach new audiences and then make sure the traffic that you do get converts into a subscriber or customer.

Be inspired to… think and write creatively
My husband has a beard. Not a moustache, goatie or bit of stubble – he has a full-grown cave man beard. It suits him. It draws him attention and makes him stand out from the crowd for his unique style.
 
These days, having a business online can be difficult to master. Depending on your niche, getting a foothold amongst your competitors can be a daunting task. You have to think outside the box, be unique and have the equivalent of a really big beard (!) to draw customers in.
 
We are accustomed to writing content and thinking outside the box when it comes to promoting local online businesses. We write content that’s relevant, interesting and full of keywords that will get you seen by the right audience. The key is to making the text sound natural, interweaving an outline of your services and products into the content all the while helping you to stand out from the crowd.

What role do you think The Prince and Princess play in this royal family?

The atmosphere was one of anticipation and expectation (in between the background din of babies babbling) as the welcoming atmosphere embraced the almost playpen-like environment. It was refreshing to see how relaxed everyone was and feel the excitement of this day - potentially being the day that their life would change forever.

The main area was full of stalls offering women part-time and full-time opportunities of work. Flexible work that would allow them, if required, to fit around childcare. There were also franchises to be purchased for those wanting to take the plunge and truly be their own boss of something tried and tested. For those already in the throw of setting up their own business, there were companies offering outsourced services too.

The conference part of the event offered multiple tracks, where speakers changed every half an hour, talking about their areas of expertise. Many in the audience were frantically scribbling down their every word, in between offering their little ones a bite to eat or an iPad to keep them quiet.

​Whilst we were there, we spoke to several interesting characters, but one in particular stood out. Her name was Poppy. A thirty-something from Hampstead Heath accompanied by her 3-year-old daughter. She was ready to go back to work, but not in her previous role as a Social Worker. She desired to have more kids in the future, but also wanted to start carving out something for her to work on now. Her dilemma was not knowing what she wanted to do. A feeling that resonates with so many of us. Do we ever truly work in an area that we love and enjoy until retirement?
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She continued by saying that her passion was crocheting. She was able to crochet anything and everything. From an adult hat to baby booties for a newborn. She had sold some items through Etsy, had a Facebook page, but was at a loss as to how she could increase her visibility and actually begin making enough money so that she didn’t have to go back to work.
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We told her about our business, Perfect Layout Digital Marketing. That we were a website company based in Romford, Essex, there to help small local companies across Essex and London to increase their visibility online.

​We explained that having an e-commerce website was something that she should consider to really exploit her audience – which was effectively, the entire world wide web.
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She would be able to display all her merchandise in categories and offer her clients a portal into what makes her company tick the way that it does. Having a website was a real must. It would allow her to have a blog and create interesting keyword rich content that would grow her followers. She was already on Facebook so we suggested that she join other social media platforms, like YouTube and Pinterest to optimise being seen. These platforms could then be linked back to her website where the full range of her merchandise could be viewed.

We also suggested that she put her business on local directories like Google My Business, Bing and Thomson Local. They were numerous other directories she could list her business on with the bonus of being all for free. The knock-on effect would be that search engines, like Google and Yahoo would see her business as being trustworthy and credible and rank her well.

Running a Google Adwords campaign was another way to be seen above competitors. It would allow you to set the budget and the keywords most likely to be searched for by your customer. As well as being seen above your competitors it works as a Pay Per Click which means that you only pay Google when a customer clicks on your advert.

​Whilst these were all services that Perfect Layout were happy to do, we explained that a lot of it she would be able to do herself. Optimising her site (creating keyword rich content and backlinking to trustworthy external websites) may be something she could seek professional help with.

Poppy was a little overwhelmed at first, but grew more confident in understanding each aspect as we spoke over coffee. She was very grateful for our advice and felt empowered to know that her future could change if she decided to take the reins and explore the unknown.
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But now she didn’t feel that she was quite so alone. She had the team at Perfect Layout to hold her hand and build up her knowledge about all things digital.