cost effective marketing

Websites have moved on so much in recent years, so it’s likely you’ll have upgraded or relaunched at least once. If not, you’re probably considering doing so.

The process is no easy task and it will represent an investment of thousands of pounds financially, and it will cost a fair amount of emotional and physical energy.

But the work can’t stop there. You need to raise awareness of your business and promote your website at minimum cost, and here are four low-cost options.

Directories

On-line trade directories will get your url in front of the right people and often at no cost.

Trade directories are also likely to have some form of editorial output to complement the bare bones of the site, so contact the web admin to alert them to your website relaunch and offer to provide a few paragraphs of copy and some images.

Make sure you provide urls to the relevant pages so the admin can make your story and images clickable.

Blogging

You know your products inside-out, so generating a couple of hundred words every other week should prove straightforward, and regular updates provide value in terms of Search Engine Optimisation for your site, pushing it high up the rankings.

If you can’t think what to write about, brainstorm topics with your team. A great place to start is with the questions already being posed by customers or potential buyers. If they’re asking questions, chances are others will want to hear the answers.

Social media

You have a social media presence and you’re always wondering what to talk about on the various platforms. An upgrade to your website provides the perfect opportunity to generate exciting content. Make it rich in visuals and light on words. Social media is all about show and tell.

E-Mailing

You have a list of previous buyers and previous enquirers, so a great starting point is to tell them about your new website in an e-mail.

Don’t be lazy, though. The words ‘Check out our new website’ are not going to excite any interest, because nobody is going to visit your website out of the goodness of their heart. They need one question answered, and it is this – ‘What’s in it for me?’

So spell it out with specific promises you know you can deliver, making it impossible for the reader to ignore your invitation to click through.

One crucial thing to add regarding email marketing – if you are considering building an e-mail list and sending regular updates to people on it, there are strict regulations covering such activity. One key element is to tell people how they came to be receiving an email from you, and giving them the opportunity to opt out of hearing from you again. Regulations are different for mailing to individuals and for sending to companies.

Full details found here.

Outsource it

Most companies find that is an awful lot of work for a small company – which is where we can come in and do it for you. The chances are that most of your competitors will be doing very little of the above and we can put together a package that is appropriate to your business and won’t involve a corporate mega-budget – after all, what we do is to specialise in growing small companies into big ones – by working smarter.

For more inspiration on promoting your website read Ian Deavin’s white paper entitled ‘How small companies are competing successfully and punching above their weight’

or

  • Speak to us on 01462 850040 or 07860 218334.
Marketing yesterday, today and tomorrow

It used to be difficult and expensive to arrange to be in front of potential customers when they needed you.

It involved lots of leg work and telephone time making regular sales calls, advertising in monthly magazines, going to lots of exhibitions and so on, just on the off-chance that a customer’s interest would coincide with our contact – or that they would be sufficiently flexible to consider our option either well in advance or in the very late stages of a project. To be honest it was pretty hit and miss, with a lot of wasted time on both sides. We never knew when or where they would look and they often did not know how to find us.

Now it is easy – create a wide enough profile on the internet and you will always come up in front of them on Google.

Actually creating a successful profile is not that easy or quick, but at least it is fairly straightforward as we have described elsewhere. The point is you can have a plan to work to and once you have a good profile then you can feed it a little at a time to keep it going, using it as a base from which to focus attention on specific campaigns for strategically important products or services.

Call us – we’d love to show you how

Industrial web traffic and web presence From time to time I see in the SEO related newsletters and am told by individuals that the best web traffic and web presence information is provided by Google Analytics and further that an in-depth understanding of the black box algorithm they use is vital to marketing on the web.

These same people sometimes go on to decry simpler approaches like doing a search to find out what happens. This on the basis that Google reports are so regionalised and so personalised that a search by one person is not relevant to a search by someone else.

Well, personally I like the simple direct and scientific approach of try it and see – and our research shows that in practical terms it makes very little difference in the national industrial marketplace.

True, if you are selling locally then a search outside your area may not throw up the same as at your own desk – but that is about it.

Personally I would rather spend my time and effort on doing what works than speculating on what Google may or may not be thinking.

An understanding of the principles by which publishers work, of which Google is just a recent varient, leads us to the conclusion – they need valuable content which they can use as bait to create an audience whose attention they can sell to advertisers.

If we as marketeers stop trying to game the system, then they will do their job and we will benefit from it along with their readers.

The “gamers”, however reputable, simply muddy the waters and make life more complicated for everyone else by creating marketing fashions designed to manipulate the system. Far better, I would suggest, to ignore the gaming and manipulating and to stick to the fundamental principles of a simple long-term plan that just keeps working through all the fashions.

Call us to see how you can use online marketing in your business

Time for the motivational roarStriving for perfection is a good thing but frequently over-rated – especially on limited resources and against a tight deadline when micro management in marketing is not appropriate. This is not a life critical area, nor is it Formula 1 racing – it is an introductory chat about a possibility – and while it is a good thing to understand what you are doing and why – how it works – a driven quest for unachievable and undefinable and unnecessary “perfection” can definitely get in the way.

In marketing as often elsewhere in life – The Big Picture – with occasional micro viewings gives a better more cost-effective overall result – even if each component is not theoretically as refined as it could be.

So let us be aware of the 80:20 rule: Let’s achieve 80% of the effect for 20% of the cost and do things now, not in 6 or 12 months’ time. The extra value of that additional 6 or 12 months activity will outweigh the possible benefit of a delayed but “perfect” campaign – that is cost effective marketing.

So call us to see how you can use online marketing in your business.