One of the first questions when talking about websites is the costs and what you need to allow for, to this end we have create a infographic so you identify costs and activities as well as some ideas on “how to do it” – in simple terms.
This infographic is broken down into 4 stages:
How sites work (simple technical explanation
How to buy the elements and how much they cost (Initial and ongoing)
The securitisation of data transfer across the web
Any data you enter into a website -> moves from that site -> across the web -> to a receiving site. The data you enter is “open” meaning that if someone were to intercept the data they could read it. (shared wifi connection, airport lounge etc etc)
SSL encrypts that data when it leaves the page -> it travels encrypted -> then decrypts itself on arrival. An SSL Certificate is proof that your site is protected from data capture during the transfer of confidential information.
SSL Security, up to now, has generally been focused on sites that transfer credit card data, for obvious reasons.
Question: Is the site I am on encrypted
When you look at a website URL you will see in the address either http or https:
The Technical stuff
Websites use HTTP/s as a protocol to display the pages we see on line
HTTP: HyperText Transfer Protocol – is the system for transmitting and receiving information across the internet.
HTTPS: Secure HyperText Transfer Protocol – developed for all authorisation and secured transactions. It’s the same as HTTP but offers an extra layer of security.
At Imarketingonly, we provide more informaition of SSL include the benefits of SSL, the steps of implemention of your SSL certificate and more.
For those people working in digital marketing it’s tricky to remember life before Google Adwords. The model of Google Adwords has truly revolutionized how many people market their business.
Adwords is all about how to secure a small piece of space on Google when your target audience enters their search phrases. For many businesses appearing, for the right reasons, high up in the natural search engine listings for common search phrases is never going to happen, so paying to appear on the right hand side for specific keywords is an attractive solution.
The engine of Google Adwords is truly customer centric, as the system starts with a customer entering their query or keyword. Google then queries its advertisers looking for a keyword match within its ad groups. If there is more than 1 advertiser (normally this will be the case) bidding on the keywords that Google sees as relevant the auction begins!
Every advertiser who has a keyword match to the search query is automatically entered into the auction. Securing the highest spot though isn’t just about having the highest bid. The positioning of each ad is based on their ad rank – the higher your ad rank, the higher your position. Your ad rank is determined by your maximum bid and your quality score.
Understanding your target audience and identifying the keywords they are likely to search on is critical to the success of any adwords campaign. The actual return on investment can be significantly improved with better keyword research.
Google Adwords Costs
Google have cleverly designed the system so you can decide your budget amount and when you want it to be spent. Budgets can be increased, reduced, targeted at specific geographical areas and campaigns paused at any time. The higher the competition levels for a keyword, the more it usually costs per click. By carefully crafting individual adverts and landing pages you can significantly improve your quality score and your cost per click.
Quality Score The quality score is decided by Google. You receive a rating of 1 to 10 and is Google’s assessment of both the quality and relevance of keywords and adverts. The closer an ad group, keywords, ad and landing page matches to what a person is searching for, the higher the quality score. If you achieve a high quality score it may mean you end up paying less than other advertisers and still achieve a higher ad placing.
Google Reporting By using the Google Analytics tool in your website, Google’s conversion tracking can help you to see how keywords, ads, ad groups and campaigns are performing. In the age of internet marketing Google Adwords enables you to identify how much each conversion has cost, making it easy to calculate your ROI. Marketing finally becomes measurable!
Landing pages are dedicated pages that are carefully defined, designed and developed to facilitate a single conversion objective. If you are selling products online and you want to provide offers to prospective clients then you need to be able to produce individual transaction pages for each item.
There are 3 types of landing pages:
1.Long Term Landing Pages
These landing pages are continually present on a website and are for the whole of your target audience. They are not specifically designed for a single marketing campaign.
Long term landing pages are used for:
Free content (such as ebooks)
Free trial offers
And longer term offers
2.Unique Inbound Marketing Landing Pages
If you can, build a landing page for each inbound marketing campaign.
Google Adwords can be so easy to set up, but can give poor returns unless every campaign has a carefully prepared landing page. Having clicked on a very specific advertisement, users expect the page to accurately match – often they are instead taken to a home page:
Advert : Book online, save 20%
Landing page title : Book online this month and receive a 20% saving
Advert : Book online, save 20%
Landing page title : Luxury Hotel Breaks for Couples
Your social media pages should rarely be static. You can create unique landing pages for each social media marketing campaign.
Use unique landing pages for an email campaign. Tailor it for your market (and even segment it, as you’ll see next). The beauty of email is that you can familiarize your customers with your landing offer already. Use an automated email campaign tool to send out progressively more persuasive copy building up to your landing page call to action.
Your landing page should reflect exactly what you’ve promised in your email – and use the same images and headline as your inbound linked message.
3.Segmented Landing Pages
If you’re marketer who loves to build campaigns that specifically target a segmented niche, you are likely to have many landing pages. They’re amazing at getting conversion results. Build a landing page for each of your customer groups and drive traffic to them with separate and specific marketing activities.
For example, a pizza company is likely to have a very broad customer base. Using landing pages, you can promote your pizzas, specials and discounted coupons to specific demographics.
Landing pages are the heart of your online marketing campaign. There are so many strategies and tactics to employ that will increase your conversions and start bringing your business the results you deserve.
If you haven’t employed the methods above, start with one or two, test them out and experiment for better and better results!
The stages of Website Development. There are 6 steps in planning a Website planning and design:
A website is not “just” a website
Once all the plans and deliverables are agreed then we start delivering…….
See our Website Briefing Form for more info.
For a successful website you need 3 core skills in your development team:
• Marketing Background – your brief needs to be translated into a online marketing tool.
• Web usability experience – what is the point of a site if your visitors give up?
• SEO skills – a great site is not so great if the architecture prevents it from being found!
• Coding – Last but not least you need to build the site
Deviate from the above at your peril, many is the site we have had to rebuild when commencing SEO.
We approach websites in the following stages:
The start is the brief, what are your objectives, from this we work further to develop an understanding of your business, the competitive landscape and how we are going to assist your online marketing , from this we develop your site in a number of stages:
Design & creative
Website visitors have less and less patience with bad navigation and poor website design. Our creative aims to ensure we reduce the instances of visitor loss through poor design, poor communication, lack of usability or a look and feel that is not in keeping with your services or products. Web page coding
Our development team follow a structural model that is tried and tested over many top performing sites. They create the code and the functions ensuring that there are no search blocks and the site is fast to load.
At all stages in the development we are continually reviewing for website usability and how we are going to motivate customer conversions – what is the point of a site if it does not develop your business?
Most of our customers have a requirement for an online application, be it a listing database(Real estate for example), or an ecommerce website to sell your products online.
Now you are launched we set up your statistics programme and keep you informed of how the site is doing, and of course we do not just “walk away”, we support your website as necessary.