What is Digital Marketing?

Results Driven Digital Marketing Services

PPC, SEO, Responsive websites, Email Marketing, Website Apps

Developing website traffic. We use 3 tools to develop website traffic:seo-300x300

SEO (Search Engine Optimisation) – A marketer works with SEO to drive organic traffic to websites through search engines. SEO experts work hard to archieve good keyword ranking.

Content Marketing – Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

PPC – Google Adwords (advertising in the search engine results page) is perhaps the most popular form of advertising among small businesses. There are various ways Google AdWords can help you as a small business owner, but it takes some basic instruction to get started and tap ultimately tap into its full potential as an advertising tool.

These actions have substantially increased online traffic for our customers.

Responsive Website Design

We build marketing led website that focuses on your visitors, delivering experiences that 2016-12-15_114113solve their problems in the process motivating them to “talk to you”. Our stages are:

  1. Website strategy. The start is the brief.
  2. Design & creative.  Ensuring that not only does it look good but it works.
  3. Web page development. We now cut the site into WordPress ensuring the is usable.
  4. Applications and plug ins. We also build specific applications (If required)
  5. Support and maintenance. We ensure you are not left “out in the cold”

For further detail on how we build Responsive Websites.

Email Marketing2016-12-15_114627

Email marketing is one of the most effective forms of digital marketing. Email marketing, if done properly delivers significant traffic very cost effectively.

 “I have this database of prospects that I never speak to”.

Email marketing is an established successful marketing channel. There are development tools that enable well designed, cost effective email marketing campaigns to be developed in 48hrs. We design, develop and distribute hundreds of campaigns sending about 100,000 emails each month.

Social Media Management

Social media marketing is the activity of generating awareness, engagement and ultimately response across the social networks.2016-12-15_115600

We have been working with small business for over 6 years assisting them to strategize their social media marketing efforts and then to implement them. Our goals are to increase brand penetration and customer engagement.

Our services are aimed to fit into a small business’s budget, and expectations. We help, advise, direct and do the work – we let you get back to what you do best – running your company.

Website Applications

We have over a number of years developed a number of applications that assist website visitors in achieving their objectives.

We build online applications and website tools that assist visitors and customers achieve their sites objectives.application-border

We work to identify visitor issues and provide tools to make things quicker and easier or more cost effective.

Our team have worked in many industries and bring a great deal of knowledge to the designing and developing of online applications.

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A checklist for relaunching your website

A checklist for relaunching your website – Use these steps to reduce your re-launch risk:

Before the re-launch

  1. Benchmark your current site stats
    Compile a record of how your site is currently performing so you can compare (create a simple excel spreadsheet in the week prior to launch):

    1. Traffic – Google Analytics (Free).
    2. Sales or inquiries – Google Analytics (Free).
    3. DA (Domain Authority) – Moz toolbar (Free).
    4. Inbound links – Google Search Console (free) SEMrush, Seoprofiler, Advanced Link manager, Majesticseo (Paid).
    5. Indexed pages -Google Search Console (free).
    6. IF you have a number of high value pages then we would also record the domain authority and inbound links for those pages as well so when we relaunch we do not lose the page values.

After launch

  1. Check all versions of the domain are directed appropriately
    All your domain options should be redirected to your chosen page. This will result in site-wide duplicate content, you need to select the preferred URL and redirect (301) all content and links appropriately.

    1. http://www.mydomain.com
    2. http://mydomain.com
    3. http://www.mydomain.com/index.php
      (From googles perspective all of these URLs are different )
  2. Google Analytics tracking code
    CRITICAL
    make sure your tracking code is in place and test all your goals and / or        e-commerce and other settings.
  3. Redo the new website in Google Search Console (previously webmaster tools) 
    1. To increase the speed of being indexed by Google and other major search engines, you should either register the website with Google Search Console and Bing Webmaster Tools. This will mean you can find and track crawl errors and optimization issues quickly.
    2. Redo the sitemaps.
    3. Check and resolve the errors.
    4. Is your robots.txt file blocking access from search engines?
    5. For WordPress specifically make sure that indexing is “enabled”.
  4. Moving Domain names!
    If you are changing your domain then ensure you change your url addresses in Google Webmaster tools, this requires logging into your old website Google Search Console account and change the address at site level under change of address. This tells Google to “redirect” old domain indexing to new.
  5. Inbound links and referrals
    You may have a lot of good, high quality links pointing to your website. These provide link juice and you do not want to lose these. Identify the most important ones (use domain authority), and then try and get them to point to your new domain/pages – Either contact the webmaster or make absolutely sure that the old “dead” url is redirected to the new one.
  6. Update the title tags and meta descriptions
    screaming-frog-seo-spider
    Screaming Frog Spider

    We identify, pre-launch which pages will take over the old page and then ensure that the tagging is the same or very very similar, to get a checklist run a Screaming Frog SEO Spider report on the old pre-launch and new post launch and check them off.

  7. Page/Site-wide redirects
    Redirect pages from your old site to your new site ASAP (called 301’s) – update this in your htaccess (We use the same report identified in point 5).
  8. Check for broken links
    xenu-link-sleuth
    Xenu’s Program

    Run a crawl on your website and fix any broken links that are reported – Xenu is a great tool for this.

  9. Test your site speed
    We use GTmetrix, Google’s page speed insights tool and tools.pingdom.com – Review and implement their recommendations.
  10. Update local citations
    Check that all your citations are using the right URL – specifically if you are changing domain name.
    Perhaps revisit local listing directories and get exposed there – it will help your indexing.
  11. Canonicals
    Check for duplicate content, especially important if you are using an ecommerce engine and redirect with canonicals.
  12. Alt tags
    We run Screaming Frog across the site to check that all the images are tagged – this is in both the themes and the WordPress upload directories.
  13. 2 weeks later
    Return to Google Search Console and check for “Crawl Errors” they often do not materialize instantly.

Marketing your site is our priority. Visit us to see how approach Online Marketing.

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Google Re-marketing Campaigns – How Do They Work, a Clever Way to Connect

Google re-marketing campaigns have become an invaluable tool for the online marketeer. Re-marketing is positioning targeted ads to visitors that have already visited your site as they continue browsing elsewhere on the internet. Perhaps you’ve experienced this yourself where you’ve been looking at a product on the web and then when you go to another website the same product or similar are advertised.

The ads are managed in Google Ad-words and are limited to those web pages which accept Google advertising placements. The ads can be text and/or images. Google re-marketing campaigns have been proven to work particularly where it is a long and competitive sales process. Executed carefully without bombarding your target audience with ads can improve sales conversions and raise your brand profile.

1

The workings of Google remarketing campaigns

Clever, clever Google. Cookies are placed on the website visitors machine if they meet the criteria you have set in Google Adwords. The cookie ID is then added to your remarketing list and ads are displayed. You can have many different lists with different criteria.

For example:
– A list to target visitors who viewed a particular page but then didn’t go any further to make an enquiry or make a purchase.
– A list for visitors who have gone all the way through and purchased an item, but didn’t purchase any other related goods.

The list can go on and on.

Within Google Adwords there are several settings you can put in place, for example the length of time a particular cookie stays on the remarketing list, a maximum number of adverts to be placed in front of each visitor per day and the facility to block particular types of website from receiving ads.

2

Before a campaign can become active there is a minimum number of 100 cookie IDs per list.

Google Remarketing Campaigns are easy to set up, but to obtain a return on your investment it is essential your ad is highly relevant to what you know visitors are looking for and ideally something to encourage them back to your website (e.g. a new product or a special offer).

If your high level objective is to simply raise brand awareness then repeatedly displaying your brand over a long period of time will help achieve this. As Google Remarketing is part of Google Adwords you will be able to track whether your brand awareness activities have resulted in more visits.

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E commerce Strategy, Website Choices

The right E Commerce system for me?

There is no such thing as a best Ecommerce system but there is a “best for you”

Your choice of system depends on a number of questions:

  1. Is this “proof of concept” or is this going to be your long-term living?
  2. How much money do you have initially (Or are you prepared to risk)
  3. Are you prepared to exchange capital outlay for long-term savings OR do you want to pay in a drip feed fashion?
  4. How much design flexibility do you require?
  5. Are you going to want to optimize the site going forward with loads of ecommerce functionality and add-on’s?
  6. How dirty are you prepared to get your hands?

The overriding question is how serious you are and how long term you are thinking.

So bearing in mind the above there is one core choice that needs to be made, do you:

  1. Use someone else’s tools and systems to create your site on their server (Called a “Hosted Solution’)

OR

  1. Create your own website in your own serverVisual---E-Commerce
    (Called a “Self Hosted Solution’)

 

An explanation of what this means:

Using someone else’s tools and systems.

  1. You create a site on their server by using drag and drop functionality or using standard themes.
  2. Relatively easy to implement
  3. Design is relatively flexible
  4. Seemingly cheap in that you only pay a small monthly fee and/or PLUS a transaction cost

Be aware:

  1. It will require significant time on your part (do not underestimate this)
  2. You have to get your hands dirty and learn the tools
  3. The site will never be “exactly as you want” – you are using standard tools and systems
  4. If the site becomes successful you are going to have to start again as:
    1. The “on” costs will become significant.
    2. The site is unmovable, it resides on their server.
  5. You are not able to use 3rd party tools to truly optimize the site for search engines or for user experience in order to maximize traffic and sales.

Create your own website in your Server.

Using someone else’s tools and systems.ecommerce4

  1. You create a site on their server by using drag and drop functionality or using standard themes.
  2. Relatively easy to implement
  3. Design is relatively flexible
  4. Seemingly cheap in that you only pay a small monthly fee and/or PLUS a transaction cost

Be aware:

  1. It will require significant time on your part (do not underestimate this)
  2. You have to get your hands dirty and learn the tools
  3. The site will never be “exactly as you want” – you are using standard tools and systems
  4. If the site becomes successful you are going to have to start again as:
    1. The “on” costs will become significant.
    2. The site is unmovable, it resides on their server.
  5. You are not able to use 3rd party tools to truly optimize the site for search engines or for user experience in order to maximize traffic and sales.

Create your own website in your Server.

  1. This requires you to install a theme or template in your server, alternatively you can recruit a web company to set this up for you
  2. If you do this yourself you need an element of technical knowledge and awareness of what you are doing.
  3. Design is completely flexible BUT either you need coding knowledge or you need to use a web developer.
  4. Generally this requires a lump sum to setup your own site with hosting costs, a theme and perhaps a developer.
  5. NO on costs or transaction charges

Be aware:

  1. Even utilizing a theme is not really for the complete amateur, it is often better to pay the $350-$500 for a developer to install and setup a theme
  2. You will need to get your hands dirty and learn the tools
  3. The design can be exactly as you want (BUT you pay)

For an explanation of what this means and some example situations: http://www.imarketingonly.com/ecommerce-strategy-website-choices/

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Website Content Management – How do you make it easy to read?

contentWe all know when you read information on the web you tend to skim read. The Nielsen Norman Group have carried out some recent research on how much users read on the web and the results are frightening.

If users have time to read, at the most they will read, 28% of the words during an average visit. It means whatever content you’re putting in has to work.

Content Formatting

Everyone knows content should be carefully formatted but so many people don’t do it! Content must be readable or legible and quick to read or scannable.

Legibility

This is an area people still get wrong on the web. Make sure your font is large enough to be read and the background contrast makes the text easy to read. Black text on a white background is the most common because it is the most easy to read.

Scannability

Make sure there is a clear hierarchy to your content. Headings, sub-headings, bullet points are a good start, but you can also use imagery and color to differentiate sections. Use your imagination to ensure visitors can quickly identify whether a section is relevant.

Content Architecture

And now for the content.

Organization

People read from top to bottom and from left to right so bear this in mind when you position your content on the page. Put your key messages at the top and any calls to action close by.

Readability and comprehension

Think of who you are targeting and then write appropriately. If you’re not sure what to do, write any copy almost as if you are writing for a child and you won’t go too far wrong. If your content is for a very specific target audience then you can insert jargon.

Page Layout

shutterstock_219333295When you’re structuring your page think about where you want visitors to look. Naturally, people will look at large imagery before small and irregular shapes before regular shapes.

So, if you want to bring attention to something then make it larger and at the top of the page. It also helps if you keep the design simple. Keeping your key message with plenty of white space around it will help make it stand out. Just like print advertising, less is more!

It’s worth remembering that even after you’ve done all this there is still no guarantees visitors will read everything……..

Read More: http://www.imarketingonly.com/how-do-you-keep-your-content-user-friendly-2/

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