7 Ways To Use The Internet for Marketing

7 Ways To Use The Internet for Marketing

7 Ways To Use The Internet for Marketing | www.bigthinkingonline.com

Trying to Determine the Best Way

To market your business online can be overwhelming. It seems there are countless different ways to attract peoples’ attention, but unless you know how to execute any of them properly then standing out online can be virtually impossible. In this blog I’ll show you  seven ways you can break down your Internet marketing so that you can try and determine more clearly which avenues may suit you the best.

 

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.

 

If you have your own products but aren’t great at sales, affiliate marketing is a great way to get other people to do your selling for you without employing a single person. Take a look at sites such as Click Bank, Commission Junction and Epic Advertising to see what other people are selling as affiliate products, and get a sense of if there is a good market for your product.

This works the other way too – so if you’re desperate to get selling online but don’t have anything to sell you can sign up as an affiliate for other brands and receive a commission for everything you sell.

 

Pay Per Click

Pay per click (PPC), is an internet advertising model used to direct traffic to websites, in which advertisers pay when the ad is clicked.

 

PPC is an excellent way to get your advert seen by people, and because you only pay for those who actually click your link it means that you can be reasonably sure that you are only paying for people who are interested in what you have. Tools such as Google Adwords allow you to research relevant keywords to make sure that you are choosing terms that people are searching. A good rule of thumb is that longer keyword phrases allow better targeting and therefore cheaper clicks.

 

SEO

Search engine optimization (SEO) is the Deliberate Organisation of your website so it shows up in the search engine results.

 

There are a lot of so –called SEO experts around who will promise to get your business to the top of the search engines. Whilst SEO does make this possible, there is usually a lot more to it and if you want your business to rank for a highly competitive term it’s unlikely that you will find yourself in the number one position overnight. Search Engines employ some of the smartest computer scientists in the world and they don’t want to be tricked! For this reason it’s far better to take a quality approach to SEO.

 

Create content that is relevant to keywords and phrases that your customers use, again, you can check Google Adwords to see how many people use certain phrases to make sure they’ll benefit you. It’s also important to get other sites to link to you to show that people appreciate your content and want to share it. Good SEO is an ongoing job but will come into its own in the long run when high quality visitors start to find your site.

 

Video Marketing

Video is one of the fastest growing areas of online marketing. Not only is it popular with people who prefer watching to reading, it allows you enormous flexibility to present your business in a way that just isn’t possible through words alone. YouTube is the second most popular search engine after Google, and it’s free to host your videos there as well as many other video sites. Facebook now also encourages videos to be uploaded directly to your timeline there so that they play automatically in your followers’ news feeds.

 

The possibilities of using video are really quite extraordinary and a lot can be achieved without investing in expensive equipment, making it easily accessible even for small businesses.  

 

Social Media Marketing

One of the huge advantages to Social Media Marketing is that if is free to use even for business accounts, meaning you can put your business in front of its ideal customers who spend their time on social media over and above anything else. Most social media platforms also allow some level of paid advertising so that you can reach even more potential customers, often for a far lower cost than through other forms of online advertising such as PPC.

 

For many, the main cost of Social Media Marketing is the time it takes, as the whole point of the platform is to be social rather than to sell. In fact, most social media users are averse to advertising, what they want is a one-to-one relationship. Business that do well on social media do well because they are social. Links, photographs, video and blog posts all do well to help build your relationships, they also help you build credibility and expertise so that when people are ready to buy they will remember your business because they have been gently reminded of your name every time they’ve seen or liked a link on Social Media.

 

Content Marketing

Content is the word used to describe the articles, posts, videos, images and anything else that makes up the substance of your web page.

 

Websites rich in content are seen as trustable, the more you have to say on a subject, the more you must know about it, therefore you can show yourself to be an authority or an expert. If you have a website for your business, you should have a blog section there that you update regularly. Look for ways that you can use the content of your website or blog to market your business so that when people read your page you are giving them something they want – knowledge – and subtly pointing out that you can offer them more.

 

Look for ways to get your content in front of as many people as possible, because the more who see it and visit your site, the more it increases the chances of your content being shared and seen by even more people. Good content will also help with your SEO. If you’re not sure where to start with sharing your content, try some of the popular submission sites such as e-zine, Business2Community or look for something similar that serves your particular niche.

 

Online Advertising

This term includes other types of online advert that you see, such as Banner Ads and Text links Many of these fall under a PPC category, but istead of being on search engines they’re on other websites. One of the best things about online adverts is that if something works, you can quickly scale it up to a bigger audience. If it doesn’t work you can tweak it or turn it off.

 

Typically though, you’ll need to be prepared to do persistent testing and constant optimisation to get it right and as there is no such thing as a test environment, you could be throwing your own money away on adverts that don’t hit the spot with your audience. Unless you are confident with what you are doing it’s usually best to try out other, simpler avenues first before you transfer your learnings to the wider world of online ads.

 

In conclusion, you might find it best to choose one or two channels of internet marketing and master them first before you move on to the next. If you’re a complete beginner, Social Media, Video Marketing and blogs are a great introduction and most forgiving to mistakes. They also provide a great learning curve in the form of user feedback and comments – great for asking questions to your audience and getting a direct response.

 

A huge benefit to internet marketing is that you can track everything – and you should. If you analyze what you are doing you will know where you are getting your best returns so that you can put more effort into that area and increase the return even more. The first rule of marketing is knowing your numbers!

 

No-one gets their marketing strategy right first time, or second or third. Keep going, keep tracking your progress and don’t expect perfection.

 

If you’re still figuring out where to start, or if you are revamping your online presence, then why not have a read through our free report – Websites that sell. You can sign up and Download it here!

Power your business with a website that sells

5 Mistakes You Are Making With Your Search Engine Marketing

5 Mistakes You Are Making With Your Search Engine Marketing

5 Mistakes You Are Making With Your Search Engine Marketing?

Despite their being many benefits to search engine marketing is important to remember that it is not risk free. In fact, get it wrong and you stand to lose a lot of money in a short amount of time. Like every other form of business marketing Search engine marketing (SEM) requires careful planning, skilled execution and constant vigilance. Make sure you are not committing these 5 simple search engine marketing mistakes.

1. You Are Not Clear about Your Objectives!

Search engine marketing is a form of advertising, but it is very different from all other advertising that you may have done in the past. Crucially it is not just about creating brands it is about generating targeted leads.

search engine marketing

So begin with a clear understanding of how SEM will fit into your overall marketing mix and how many leads you want it to generate for you. But remember be realistic saying you want one hundred leads from ten pounds of advertising is unrealistic. Work out your average cost per lead and use this as your starting point. You can them come back and refine this figure, but it is always good to have a starting point.

2.You don’t have a suitable landing environment!

There is little point sending visitors to your website if those visitors don’t like what they find there. If you are advertising for conveyancing in Manchester, sending the visitor to a PPI claims web site is misleading and will result in the visitor clicking straight out because the web page is not relevant.

search engine marketing

If you are looking to increase conversion rate, and with pay per click advertising that is what you should be doing, you should think about building a specific landing page for each campaign, or service that you are advertising. People searching for Conveyancing see a page dedicated to conveyancing. People searching for accident claims seeing a page specifically for accident claims. Sending people directly to the home page of your website, unless this is well optimised for conversions can also reduce your conversion rate.

3. You are not getting your words right.

Bid on the right words and phrases and the right people will visit your site. It sounds really simple but the success of your search engine marketing campaign hinges on you getting it exactly right. You need to know exactly who you want to attract to your site, what words they will use to find your site and how to advertise on these specific words or phrases at the right price.

Are your target customers searching for a conveyancing solicitor in Manchester or house sale solicitors? There is a big difference, both mean the same thing but have different amounts of people searching, have a different cost and will convert at differing levels.

Always try to think what people are searching for if you don’t know ask your existing client base what they would search for if they were looking for your business or services in a search engine.

4. Your Ads are not Click worthy

Why oh why would your targeted customer want to click on your advert? What is in it for them? Yes it might be relevant to what they are searching for but what about the other 9 adverts on the page, all the organic listings, the map and Google plus local listings? What makes your advert stand out above all the others?

The whole point of pay per click marketing is to get people to click. If you are not receiving clicks then people will not be seeing your landing page and not be introduced to your products or services. Make you adverts enticing, engaging, and accurate and give a clear call to action.

5. You are not Tracking your results.

And when I say tracking I mean testing, tracking and then enhancing. With SEM you get almost real time information surrounding your campaign. That means you have the opportunity to make changes depending on the reception your adverts are receiving.

Forget traditional marketing where you but an advert for a set amount of time then see the results. The results are there for you to see and adapt so harness that astonishing capability to improve clicks, conversions and results.

If you have accidentally included a keyword that is a brand name or has another meaning which you knew nothing about and it is suddenly receiving hundreds of non relevant clicks then you can omit that keyword from your campaign before it does any lasting damage.

Search engine marketing is an incredibly powerful way to attract targeted visitors to your online presence and managed the right way can provide a large portion of your qualified visitors, leads and sales , so do your homework and make sure that you  get the best possible return on investment.

Pay Per Click Advertising – The Real Cost of a Click.

Pay Per Click Advertising – The Real Cost of a Click.

Pay Per Click Advertising – The Real Cost of a Click.

There is no doubt that pay per click advertising is a very powerful means of positioning your business in front of people who are searching for your type of services. When your customer uses a search engine such as Google to find something, the search engine presents them with natural search engine results, paid results and local search results as appropriate pay per click advertising Paid search results are typically accomplished through a pay per click advertising model where you create your own ad listing that will appear when certain keywords are searched on the particular engine you are advertising on. You pay £X for every “click” you receive on a given ad listing, where X is determined by factors such as

  • keyword popularity,
  • competition of the keyword
  • effectiveness of your ad.

From an inbound marketing perspective, PPC can play an important role in increasing the visibility on the search engines if you know how to leverage it strategically. However, there are many pitfalls and disadvantages that should be understood before relying too heavily on pay per click advertising to drive your business success.

Pay per click advertising offers multiple benefits as a lead generation tool. Used properly, PPC can benefit your business in the following ways;

Ability to target demographics

PPC gives businesses the ability to target who, when and where your advert is shown. You can select the time of day, for example during business hours, or your adverts can be displayed only on the weekends. If you wanted to only show your adverts to women of 40+ who live in the Greater Manchester area then you can. This hyper targeting means that if you know who your ideal client is then you can specifically focus your ad to that demographic, often benefiting from an improved click through, conversion and lower cost of acquisition. As a safeguard you can set a daily budget so that if a keyword slips through the net, generates a lot of clicks and eats up your budget you can remove the keyword from your targeted lists. A key point here is that pay per click advertising is not a set and forget strategy, you need to be prepared to dedicate time to get the right results.

Immediate online exposure

Once you have set up your Google Adwords, Microsoft Adcentre or other advertising account, set your keywords and written an ad then you are away. Once your ad is approved it could be showing on the search engines within 24 hours, often less. PPC is a great way to advertise in the search engines while you are building up your organic listings in the search engine results pages.

More First page Listings

The first page of Google is made up of paid, organic and where appropriate, local search listings. By including Pay per click marketing in your inbound marketing mix your business will get more real estate on the front page, which incidentally is the best place to be for a targeted search term. The more listings you occupy on the first page the greater the chance of a user clicking on your ad or listing, visiting your site and signing up to your offers over those of your competition.

Quantifiable results, allowing you to measure conversion rates and control your costs.

When you use Pay per click advertising there is an array of Data at your disposal: the number of times your ad has been served, the number of times an ad has been clicked, the number of times the click has resulted in a set action.  You can also see the specific keywords that have been searched for and many other factors. All of this data allows your business to strategically target the keywords that convert best for your business, improving your return on investment.

How much does Pay per click advertising cost?

One of the major reasons that businesses shied away from pay per click advertising was the fear of cost. The truth is, PPC marketing can be expensive and produce very little reward if you do not know what you are doing.  Read Google Pay Per Click – 8 Top Tips for a Great ROI.  That will provide you with some top tips to make sure that you see results. The cost of PPC advertising varies depending on the niche you are targeting and as always the competition. The simple fact is that the more businesses looking to advertise on the same keyword means that the price for this keyword will increase. For some keyword phrases this cost can escalate to really high levels.

Below is a List of the Top Twenty Most Expensive PPC Advertising Keywords

 

Keyword Search volume Cost Per Click
mesothelioma settlement 1,900  ∼ £88.57
mesothelioma asbestos attorney 5,400  ∼ £75.53
asbestos attorney 9,900  ∼ £72.80
asbestos law firms 2,900  ∼ £66.27
sell annuity payment 1,900  ∼ £59.07
annuity settlements 5,400  ∼ £57.33
structured annuity settlement 6,600 ↑↑↑ £57.33
auto donation 33,100  ∼ £52.48
virtual data rooms 4,400  ∼ £49.38
donating a used car 2,900  ∼ £49.25
auto accident attorney 135,000  ∼ £45.40
mesothelioma cancer 9,900  ∼ £44.29
data recovery RAID 8,100  ∼ £43.98
motor insurance quotes 301,000 ↓↓↓ £41.61
auto insurance discounters 2,400  ∼ £40.99
auto accident lawyer 135,000  ∼ £40.06
RAID data recovery 8,100  ∼ £39.88
asbestos cancer 14,800  ∼ £37.95
personal injury attorney 673,000 ↑↑↑ £38.14
insurance quotes auto 201,000  ∼ £37.27

*Price converted from $USD 1.61 to 1 £GBPSource: Fetch123

As you can the highest cost per click is £88.57 for mesothelima settlement; that means that a business is paying nearly £90 to advertise to someone when they enter the keyword phrase “mesothelima settlement” into Google. That does not mean that searcher will become a client, it simply means that if the searcher chooses to they will click on the advert and be taken to whatever page the advertiser chose to send them to. It could take many clicks before the user actually contacts the business.

For example if the page the business was sending the searcher to converts at 10% (meaning 10% of the people who click the advert will call the business, requests a call back or leave their details), then it will cost £900 for that business to acquire a lead. While many may baulk at that price, according to specialist lawyers, each payout could amount to anything from £65,000 to several million pounds, depending on individual circumstances. Therefore a successful claim will likely see the solicitor claim substantial fees which will no doubt recoup the cost per lead many times over.

Another example from the list is “virtual data rooms” at a cost of £49.38 per click on Google Adwords.  After typing the search term into Google I can see one advert that says starting at $295/m (approximately £183.22 per month). Now working off the same 10% conversion rate as before that would mean a lead would cost the business £480, yet they are only charging £183.22 per month. The key thing here is per month. Services like virtual data rooms are going to have minimum 12 month contracts, possibly 24 month contracts. That means that the life time value of the client to the business could be anywhere from £2198.64 -£4397.28. To be honest when something says “starts at a minimum” you know that with all the add-ons you are looking at a lot more!

It might take several months before the business starts seeing any profit from acquiring customers at this cost however after six months they will be making profit and that is more profit then they would be making if they weren’t advertising.

The point is, acquiring new business costs a lot of money as long as you know the life time value of your clients and your break-even point. If there is search traffic for your keywords then there is no reason why a well managed pay per click advertising campaign will not add value to your business.

If you want to know more about how you can generate more business by leveraging pay per click advertising contact us today!

 

Getting Your Keyword Match Types Bang On!

Getting Your Keyword Match Types Bang On!

keyword match typeGetting Your Keyword Match Types Bang On!

On a recent blog post Deadly Mistakes Made When Conducting SEO keyword research, there was a comment mentioning the differences in keyword match types. This is a valid point and is something that many people fall foul of, so it only seemed right, fair and honourable to discuss in greater depth what Google Match Types are, how they can have a negative impact on your SEO campaign or, if selected correctly, can greatly increase the return on your pay per click marketing investment.

What are Google Adwords Match Types?

When doing your keyword research, Google Adwords not only allows you to choose the keywords that you wish to rank for in search, but also gives you tools to help you understand how general or how targeted you need to be.

These tools are called keyword matching options. There are four different types of keyword matching options that will allow you to focus your keywords better and thus return greater results for your Google Pay Per Click campaign

Broad Match keyword targeting

This is the default option when you select a keyword you are targeting. The broad match means that whenever a search is made that contains all of your specific keywords, in no particular order, your advert will be shown.

Let’s go with the keyword term Hand Made Jewellery.

Now, if someone were to type in to Google

“dolls jewellery”

“second hand jewellery”

“Jewellers”

Your advert would be shown for all of those searches. Now you might feel that the people who see the ad will be relevant and they may be, but the chances are that the people who may click on the ad have no commercial intent what so ever and therefore will not purchase anything from you and cost you money.

“Phrase Match” Keyword Targeting

This option means that your ad will only be shown if your keywords are searched for in the order you have written them. Your ad will still appear if other keywords are present in the query but only if they are in the correct order. Phrase match narrows your reach by preventing your ad from showing on irrelevant variations of your keyword.

Ad will appear for the query:
used hand made Jewellery
buy hand made Jewellery
antique hand made jewellery

Handmade jewlerry

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

[Exact Match] Keyword Targeting

This option means that your ad will only appear when your exact search phrase is show with no words, before, after or in between.

Ad will appear for the query:
Hand made jewellery

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

Used handmade Jewellery
buy hand made Jewellery
antique hand made jewellery

Adding exact match to your keywords can severely limit the reach your advertising gets however on the positive side if you have a keyword that is proven to convert after testing; then exact match keywords can be highly profitable.

-Negative match Keyword Targeting

This option is used when there are specific keywords that you do not want your ad to appear for. Most businesses use the word “-free” as negative keyword to minimize the number of customers looking for free products and again costing them money by clicking on the adverts.

Embedded match Keyword Targeting

Is probably the least known and most underused match type on Adwords. The function allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

For example, let’s say your business sells Amazon kindle accessories but not the Amazon Kindle itself you could use the embedded match option of a negative keyword and exact match on -[Amazon Kindle]. This way, the advertiser’s ads appear for Amazon Kindle Jackets and Amazon Kindle Keyboard, but not for the exact match Amazon Kindle.

The correct usage of these keyword match types can help you reduce your unwanted and unprofitable clicks, which will help to increase your return on investment from your pay per click campaign.

Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay per click marketing is where instead of earning positions in the natural or organic search engine rankings, you pay to be seen.

Search engines divide their real estate into two separate pieces:

pay per click marketing

Organic listings as you know cannot be bought, only earned through relevance, so good positions are only achievable by following structured search engine optimisation techniques on your website.

By using pay per click marketing tools such as Google Adwords or Microsoft Adcenter; now Bing Ads you will appear in the sponsored listings (usually displayed above and alongside the organic or natural listings) by agreeing to pay if someone clicks on your adverts.

At first this may sound very expensive, and without a well managed pay per click marketing campaign it can be, however if managed correctly the costs involved are very reasonable considering the visibility and targeted traffic you will receive.

You will only have to pay a fee when you receive clicks on your adverts. This means that you will only pay the search engine when they send someone to your website. The price of your clicks will vary depending on the industry you are in and the competition bidding on your keywords.

What are the benefits of Pay per Click Marketing?

Pay per click marketing is a very important and useful tool to have in your online marketing arsenal.

The reason this is so valuable is that you can be on the first page of Google for keywords that are targeted to the services and solutions offered by your businesses within minutes of opening up a Google Adwords account.

With Adwords you can create your ad and choose your keywords, save them and then be seen on Google in an instant. This is unlike optimising your website, where you have to wait for the search engines to update and continuously optimise for better results by adding fresh and relevant content that courts backlinks and citations.

The following is a list of benefits for pay per click marketing:

Advantages of Pay Per Click Marketing:

1. Demographic Targeting

If your target audience is 50 year old women in the areas surrounding your business location then you can specifically target for them and only that audience.

2. Immediate rankings

Many local businesses run special events or one off occasions. A pay per click marketing campaign can mean that you can advertise that event immediately by setting up a new campaign and having that go live the same day. This allows your business to benefit from immediate and targeted advertising.

3. Ability to test your search terms before you optimise your entire site for organic searches.

Before investing in optimising a website for specific terms or phrases to rank organically in the search engines, pay per click marketing can help ascertain the true level of traffic as well as interest and commercial intent on the keywords and phrases. The test results may show that some keywords have better results than others while showing that the more obvious keywords have less relevance than first thought.

4. Test headlines and offers

Pay per click marketing can be used to test headlines and offers. You can run separate headlines, known as A/B or split testing, or offers and see which offer gets the best response before committing a large portion of your advertising budget

5. Track your conversions

Most search engine platforms such as Google Adwords and Microsoft Adcenter give you a management suite that shows you exactly what adverts have been clicked on, what keyword terms where used and also shows you which keywords resulted in your advertising goal. This is allows you to pause certain campaigns while increasing spend on other campaigns that are providing better results.

6. Select a daily budget

When advertising, budget is always a key consideration and when using pay per click marketing you can set a daily budget so that your campaign can last for a set duration as opposed to all going out at one time like other forms of advertising media such as TV, radio or print.

7. Make Instant Changes to increase conversions

With ppc marketing you don’t have to wait to make changes. Changes can be made and instantaneously be reflected in your ads on the search engines and having an impact on your conversions.

The main benefits of using ppc are that you can instantly appear under your desired keywords and have your website seen by people who are interested in your offers. This makes the sales process easier as you do not have to convince people to buy what you are selling – they are already looking for it. This ensures that your conversion rates will be higher than if you are targeting people at random with other forms of advertising.

The disadvantage of PPC Marketing

Although the picture painted of pay per click marketing above is quite a positive one there are some downsides to PPC that you also need to consider.

On the internet, something can become popular or go viral in an instant. This could have a severe impact on your PPC marketing campaign. For example one of the keywords that you are bidding on may be linked to some celebrity or is in the news and suddenly that keyword can become grossly popular meaning that you end up paying for a lot of clicks where the searchers are not actually looking for your product or service.

1. PPC Advertising is not set and forget

Although it can be relatively easy to set up a pay per click campaign, managing, optimising and getting the best and most cost effective results requires constant attention and intervention at the right times. Therefore many business owners who cannot afford the time to monitor their PPC campaign can find that they get very little return for their investment.

 2. PPC Marketing can be Really Expensive

The cost of individual keywords and phrases are set by industry and competition levels therefore if you were looking to advertise in the insurance niche then things can get pretty expensive, pretty fast. An example would be if you were looking to advertise for “accident claims”, this could set you back £66.09 per click. That would mean that every person that clicked on your advert would cost your business *£66.09 without them necessarily becoming a lead or client. That all comes down to the conversion rate or performance of your landing page. This could mean that to get one lead could cost several hundreds of pounds if not more. *Source Google Adwords

NB. Please note this is an extreme example as there are many keyword phrases that you can target for just pennies.

3. People Tend To Ignore Sponsored Ads

A recent survey suggests that 94% of people ignore PPC adverts and opt for organic search listings instead.

4. People Are Sceptical of PPC adverts

People do not like being sold to and the fact is that vast majority of sponsored ads are there to sell. People who are looking for information or an unbiased opinion may choose to ignore these adverts and look to the organic listings which are harder to position in.

5. Choosing the Wrong PPC Marketing Company

There are thousands upon thousands of digital marketing agencies that offer Pay Per Click management services, offering companies the earth and stars as far as return on investment for their services. The truth of the matter is that each pay per click campaign is unique and until a test is carried out is hard to quantify what result can be achieved. Take your time and do your due diligence before committing to work with any organisation.

Pay per click marketing can be an integral part of any businesses marketing mix  and can be used to drive sales from people who are further down the buying cycle, meaning quick returns. However without the correct set up and careful on-going management it can soon can become a burden on business owners in terms of time and expense.

Is the return on your online investment non existent? The call us today on 0845 245 7365 to see how we can get your business in front of targeted buyers today!