Why do I need a website?
Over 60% of people in the UK now search online to buy goods and services, so if you don’t have a website then there’s a good chance that your competitors who are online are taking the lion’s share of the sale opportunities.
A website is key in creating a good impression of your business making you appear credible, conscientious and proficient. If your website content is up-to-date, professionally designed and fully functioning then people associate these qualities with your business.
If I have a website do I need to invest in any other marketing?
Yes, a website should be used as part of a wide marketing mix of promotional tools that complement and cross-reference one another. For example on your printed literature include your website address and on your website give visitors the opportunity to download a brochure.
What are ‘calls to action’ and why are they so important on a website?
‘Call to actions’ are short textual prompts that encourage visitors on your website to do something –for example; contact us, download our ebrochure, find out more, read our blog.
These often stand out on the webpage and are important because they make it easy for visitors to make the next desired ‘step’ in engaging with your product/brand.
How do I measure my online marketing effectiveness?
All it’seeze websites are set up with a built in statistics tool. These help you to track how people find your site, what they do when they get there, if and how often they return, and which pages are the most effective at turning visitors into enquires. By tracking these results you can test what works and what doesn’t to see how best to engage people on your website and make your site work as hard as it can for you.
What type of social media is best to use for my business?
There are many different social media channels but using lots of them is unlikely to yield many results. What social media you use depends on what type of social media your target audience uses.
Social networking involves constant engagement to generate results so use your time wisely by focusing only on those that your clients or prospective clients use – and these might not be the most widely used platforms.
How should I use social media?
Social media should be used as part of your marketing mix and not used in isolation as a way of generating sales and retaining clients. Direct selling on social media is not generally appreciated so all promotional messages should be subtle and conversational. Get involved in relevant discussion to boost your credibility in your field. Social media is particularly useful for market research. You can ask questions to better understand how to meet you target audience’s needs.
Should I buy followers, likes and connections to help my image on social media?
No. If you do this then you are simply wasting a lot of your efforts in marketing to people who are not genuinely interested in your brand or product and you can lose credibility with real ‘connection’ by having a suspiciously high amount of likes, followers or connections.
How do I get more followers on social media?
To naturally increase your connections (in the same way as you increase your website traffic) you need to be posting interesting content on your social media sites. That way your genuine connections will want to share it with their ‘friends and acquaintances’ who then engage with you and/or your brand and subsequently also connect with you. Also have a link on your website to your social media accounts so people can easily connect with you.
What is Pay Per Click and should I use it?
Pay Per Click (or PPC) is advertising online, but your advert only appears when someone searches for search terms that relate to your business. You then pay every time someone clicks on your advert.
Pay Per Click does not work for every business, but is worth trialling to see if it will work for you as you can set a maximum budget for the number of clicks you can afford. Pay Per Click can generate relevant traffic to your website, but it cannot generate enquires. Enquiries and sales depend on the effectiveness of your website so to maximise your PPC investment ensure that when people click through they see a visually engaging and informative site.
Do email campaigns work?
Yes but the success is largely dependent on a number factors such as who you email and the subject title and content of the email.
If you have purchased the data then you are likely to see a lower response rate to email campaigns than if all those who you email have opted to be marketed to by you.
Having a compelling subject line is essential to help you stand out in someone’s inbox. Try sending out two different subject heading to 5% of your database to see which gets the most opens. Then you need to ensure when people have opened your email that they are not disappointed – your email should look professional and have a strong call to action.
What is the difference between open rate and click to open rate when doing email campaigns?
The open rate of your email campaign is the number of people who opened your email out of all those to whom the email was sent to. This is a good metric to assess how effective your subject title was.
The click to open rate measures how many people actually clicked on any of the links and calls to actions contained within the email out of all those who opened the email. This is the metric used to measure the quality of the email content.