The great thing about digital marketing is that you can mix and match according to your needs, and your resource. Here at SpiderServe we can advise on each facet and together with you, come up with an actionable plan to ensure that your online marketing accurately reflects your business, without it taking up all of your time.
If you need help with any of the following, please contact us to discuss your needs in further detail.
SEO (Search Engine Optimisation)
SEO is the practice of getting your website up to the top of search engines – the holy grail! It is widely seen as a way of getting free traffic. As the search engines have changed however, more effort is needed to gain the top positions which essentially makes SEO work more expensive. Over the years, SEO has become harder with more competing websites, more clutter before the organic results and content driven algorithms, and this particularly affects small businesses who don’t have the same resources as large multi-national companies. On the plus side, Google favours local search which helps independent small businesses who cover a specific area. SEO covers a multitude of disciplines not limited to the list below.
- Keyword research
- Technical website analysis
- Meta content
- Google Maps
PPC Advertising (Pay Per Click)
PPC advertising means you only pay for advertising when someone clicks on your advert. It can therefore be one of the most effective forms of advertising when done correctly. The advertising can be on Google, Bing or third party websites, and with correct tracking in place, you can effectively track ROI for your media spend.
Remarketing and Display Advertising
If someone has previously visited your website but did not buy or enquire, it may be that they were not able to complete the conversion at that time, and they may still be interested in your company. Remarketing allows you to target those visitors for a specific period of time. This may prove to be another good way to generate sales and enquiries as it keeps your business in the mind of those visitors.
This can take up a lot of time with seemingly little financial reward. However, most people now expect companies to have a social presence, particularly on Twitter or Facebook, and we can work together with you to formulate a social media plan.
It’s easier to market to a customer who is already invested in you, and so keeping in touch with your existing or previous customer base should be easier than trying to find new customers – depending on your industry. Email is a great way to stay in touch, but you need to have permission to email those customers, and you need to ensure you will not have them opting out.
The best way to understand if your marketing is working, is to track it through to your final goal – whether that is an online sale or generating an enquiry. For online sales, this is relatively easy as it’s a continuous process. With enquiries, once they are received, ideally you would keep track through to the end of the enquiry/sale to understand which marketing source generates the most income and profit.