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Digital Marketing

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Digital Marketing

Now you have your new or updated web site you need people to find your web site and interact with it. This is where digital marketing comes in. 

Search Engine Optimisation

The main idea of SEO is to get your web site to appear on the first page of search engines when potential clients are looking for your services. Watch out for the cowboys who tell you they’ll get you to the top of the search engines. Without knowing what search terms they are targeting this could be a pointless exercise

There’s plenty of discussion about how to rank highly on search engines. A great rule of thumb is to regularly create fresh, engaging, and straightforward content about the service or product you offer. This provides a solid foundation for people to discover you and serves as a reliable starting point for further growth.

The search engines really do penalise web sites that try and game them, it is only ever a short-term boost that will damage the standing of your web site in the long run. 

We look first and foremost at your position in Google, after all they hold the dominant market position of over a 90% market share of searches carried out. We do look to keep the smaller search engines engaged as well, you can often find quality results in the likes of Bing, Yahoo, DuckDuckGo and Ecosia (Data as at Nov 24. Source: Klatch).

Whilst we are happy to provide SEO optimisation in isolation we do find that looking after the structure of your web site including the coding/construction of the web site helps greatly in producing good results.

Strategies, over and above quality content include

  • Improving Website Speed by optimizing images, minimizing HTTP requests, and leveraging browser caching.
  • Mobile-Friendliness by ensuring your website is accessible and functional on all devices (including tablets.)
  • HTTPS by using HTTPS to encrypt your website’s traffic and improve security you will achieve far better SEO – not only that, your visitors will not get security warnings when visiting your pages.
  • Schema Markup – this is invisible to the user but is inserted in the code to tell the search engine exactly what the information on the web site is. If you have ever wondered how your competitors get product prices, review ratings, event dates etc showing in their search engine results (known as Rich Snippets), this is how.

Pay Per Click (PPC)

Advantages of Pay Per click are numerous: 

  • Immediate results – where SEO can take months to get good results PPC can start delivering visitors the same day
  • Targeting – if you only want to advertise in your immediate locality you can optimise your adverts accordingly. If you only want to target specific interests and behaviours, you can do this. 
  • Measurable Results – you can quickly calculate your return on investment (ROI) to ensure the cost of your campaign provides the results you want. There is a vast range of information available from the programs, from how many people see or click on your advert and complete your targeted action (whether that be provide contact/lead details or make a purchase) 
  • High Intent Traffic – if someone clicks on your advert they are more likely to be interested in your offering and therefore more likely to convert to either a lead or purchaser. 

Bear in mind that Google is not the only source of PPC advertising on the internet. Affiliate Marketing should also be considered which can be an excellent way to obtain leads and sales based on both “clicks” (visits) or actual completed sales (via a commission).

Content Marketing

Creating and distributing valuable, relevant content to attract and engage your target audience. Here we can provide content for other web sites to then link back to your web site. This can offer a good quid pro quo and provide the opportunity for relationships across your complimentary businesses. We can provide quality information for your customers to help confirm that the product or service you are offering is what they are looking for.

Examples of Content Marketing

  • blogs
  • articles
  • videos
  • infographics
  • eBooks
  • whitepapers
  • podcasts

Social Media Marketing (SMM)

Using the likes of Facebook, Instagram, Twitter (X), LinkedIn, TikTok etc to engage and grow your audience. This avenue also allows you to build brand awareness and place your products or services directly in front of your engaged audience. 

Email & SMS Marketing

Email & SMS marketing allows you to directly communicate with your target audience, particularly if you have been able to build your own email and SMS mailing list via your own marketing programme (see all the tactics above). 

We strongly recommend using a Reliable Email Marketing Platform such as Mailchimp, HubSpot, Constant Contact, Klaviyo et al. For smaller email lists this can be free (subject to including a small piece of advertising for the platform). Lists of over 500 will usually attract a charge but this type of marketing will always provide a superior return on investment.  Using platforms like these will also ensure that you comply with data privacy regulations (e.g., GDPR, CCPA, CAN-SPAM) and ensure that your emails actually make it into your prospects’ mail box.

Careful use of an email marketing program can build long-term relationships so long as you focus on nurturing customer relationships rather than solely pushing sales.

Encouraging feedback and interaction can build trust and loyalty giving your prospect or customer the feeling that they have a stake in the business.