Winning Inch Internet Marketing Cirencester
Your website should be a major part of your overall marketing strategy. The Internet offers an unparalleled opportunity to reach multiple markets simultaneously at a fraction of the cost of any other form of advertising.
Taking advantage of the proactive nature of the Internet delivers a sustainable source of new prospective customers. To be successful key messaging needs to distilled for each product or service offering you provide to take into account:
- Target market
- Competitive landscape
- Actionable keywords
Organic / natural placement is the key to reducing cost of client acquisition. Hence investing in your website is a very attractive and astute business decision.
Use pay per click (PPC) strategically. PPC is used to obtain good search result placement on a pay per click basis. This form of advertising has it’s place but is not a sustainable long term solution.
PPC, used strategically, measures actual keyword effectiveness to test new markets or to establish a firm foundation for struggling website before investing in a full website optimisation project.
For example an initial PPC campaign may be created targeting 100 or more keywords. Over the term of the campaign, minimum 4-12 weeks, it is possible to analyse traffic trends to establish productive keywords.
Key measurements
- Hit rate per keyword
- Bounce rate
- Page views and paths
- Conversion rate
Based on the key measurements the keyword list can be refined (reduced) to those that produce the best results. Using the refined list we can then look at ways of making improvements to the conversion rate. This achieved by using website optimiser to provide alternate versions of the landing page. This exercise allows us to refine the messaging to convert more hits to action.
The results then lead to optimising your website key pages to perform for natural placement which replaces the need to use PPC once established. The exercise can be repeated to open a different market by testing another set of keywords.
Winning Inch manages the entire process from keyword research, PPC campaigns and website optimisation. We also advise our clients to engage in social networking.
Social networking will inevitably take at least an equal share of lead generation via the Internet over the next few years. To make a prediction as to when is not possible as there is still a long way to go before a true giant emerges. But if we look at YouTube and MySpace they are both examples of “launch pads” where notoriety can be gained from obscurity. Twitter has a lot of potential a a referral provider but has yet to be proven with any concrete commercial evidence.
Of course there are many niche success stories i.e. Money saving expert which has become a consumer led giant for all things to do with financial products and advice.
Our “social networking” holding advice, on top of a well optimised website, is to establish your own blog (we use and recommend WordPress) integrated to Twitter. This combination provides Twitter coverage which is automatically generated by adding a blog. This then comes together in your website by using the Twitter widget providing a dynamic feed to your website. Hence you have tripled your exposure via your website, blog and Twitter.