STEP 3 - WEB PROMOTION. Attract Targeted Visitors to your Website.

Many website owners have the "build it and they will come" mentality, assuming that because they’ve designed a great looking website that all of a sudden people (and customers) will automatically find it! Unfortunately, nothing could be further from the truth.

Without effective web promotion your website is like a needle in a haystack...people may occasionally find it by chance but on the whole it’ll be invisible.

You need to promote your business on the web in order to drive the right visitors to your website. Only then can you hope to generate customers and business from your website.

So, how do we find and attract the right visitors?

1. Search Engine Marketing - using search engines like Google, Bing and Yahoo to promote your website / business.

2. Social Media Marketing - using social networking websites like Facebook, Twitter and LinkedIN.

3. Email Marketing – using email to promote your products and services

1. Search Engine Marketing

Why should you use Search Engine Marketing?

It’s highly targeted – people search using specific keyword searches so you know they are interested in your products or services.
People are generally further along the purchase decision process when they perform specific searches (almost ready to buy)
You have a captive audience – people searching are actively looking for your products and services – make sure you’re “in it to win it!”

You can promote your business using the Search Engines in two ways:

Search Engine Optimisation (SEO)

This is the process of optimising each page on your website for one or two specific search terms, so that when these searches are performed the webpage appears in as prominent a position as possible in the search engine results pages. The natural search results are shown with a green border on the image below.

Search Engine Optimisation is a complex process. It is also extremely time consuming and although it is essentially a free method of website promotion, it is an area where most businesses will enlist the help of a search engine optimisation service rather than embarking upon it themselves.

For more information on what our search engine optimisation (SEO) service includes please call us on 08444 933 067 or complete our online enquiry form and we will contact you.

The image below (a typical Google search engine results page) shows how the page is made up of both Google Adverts (in red) and the Google natural search listings (in green).

For details of our Search Engine Optimisation service please call us on 08444 933 067 or complete our online enquiry form below.

Search Engine Advertising (Google AdWords)

In addition to the normal search results (shown in Green), Google, Yahoo and Bing also include adverts on their search results pages (highlighted in red). These provide an opportunity for businesses to advertise their products / services when specific search terms are used. This is a very effective form of targeted advertising for small businesses, especially as you only pay when someone actually clicks on the advert.

These text adverts are normally positioned at the top or on the right hand side of the search engine results pages (see areas highlighted in red below) and are usually denoted by the words "ads" or "sponsored links". Google’s version of this type of advertising is known as ‘Google AdWords’.

Why use Google AdWords?

People are actively looking for your products / services and waiting to be “sold to”.
Highly targeted – people search using specific keywords or phrases
People are much further along the buying process

A Word of Warning…

As an advertising medium Google AdWords is quite simply one of the best opportunities to target your potential customers. With the right Google AdWords strategy and some effective advert / landing page combinations you can easily find new customer in a few clicks.

However, many small business owners have tried to setup and manage their Google AdWords accounts themselves, often resulting in lackluster results, borne out of a lack of understanding and appreciation of the complexity of the Google AdWords system.

Google AdWords Services

Initial Setup

Our google adwords professionals can help you get the absolute best out of this marketing channel, by setting up your account correctly right from the start to ensure maximum results for your advertising budget. This includes:

Account structure – Campaign and specific focused ‘themed’ Ad Groups
Keyword research for each campaign / ad group.
Write 2 highly focused text ads for every ad group
Setup specific ‘themed’ landing page for each ad group
Setup of conversion tracking and Google analytics to monitor return on investment.

Google AdWords setup charge - £349 + VAT

Monthly Google AdWords Management

We can also manage your Google AdWords campaigns for you on a monthly basis. This service includes:

Monitoring of click through rates and conversion rates with a view to continuously improving return on investment.
Continuous split testing of 2 adverts for each ad group (based on CTR and conversion rate)
Testing of ad group landing pages to improve conversion rates (key to adwords success)
Monthly search term report to identify negative keywords to exclude from ad groups to improve click through and conversion rates.
New keyword / ad group opportunities identified through the search term logs and ad groups, adverts and landing pages created for each new opportunity.
Comprehensive monthly report detailing metrics such as:

Click through rates (CTR)
Conversion rates
Cost per conversion

Our charges for the Google AdWords service are illustrated in the table below. There is an initial set up charge followed by a fee for the Monthly Management for your Google AdWords account. The monthly management fee varies according to your estimated monthly advertising spend.

Google Adwords Service – Pricing Matrix

ADVERTISING BUDGET	Up to £400	£401 - £1000	£1000 - £3000
Initial Set Up Charge	£349 + VAT	£395 + VAT	£495 + VAT
Monthly Management Fee	£150 + VAT	£275 + VAT	£375 + VAT

For more details of our Google AdWords service please call us on 08444 933 067 or complete our online enquiry form below.

2. Social Media Marketing

Why is Social Networking important?

It represents a huge marketing potential for businesses. Facebook now has over £500 million users worldwide and Twitter continues to grow at a phenomenal pace.
On social networking sites people talk, share and recommend products / services to each other like in the real world.
Companies can benefit from instant credibility because they have been recommended by s trusted source.
Social networking websites are great for building brand awareness - if you’re actively engaging with your followers regularly, then you’ll always be in their mind.

What’s social Media all about?

It’s about promoting your business subtly through social networking websites like Facebook, Twitter and LinkedIN.
It’s about givers’ gain - listening and helping to promote others in your social network.
It’s about adding value by posting useful advice and great content that get’s talked about.
It’s about confirming that you are an expert in your field.
It’s about building trust and credibility for your business.
It’s about building your brand.
It’s NOT about direct selling but providing added value.

Social Media Services

Facebook Business Page Design

With over £500 million users Facebook can no longer be ignore, it has phenomenal marketing potential for both small and large businesses. To allow businesses to capitalise on this potential Facebook have created “Facebook Business Pages” which allow businesses to setup their own page to promote their products and services.

Advantages Of Having A Page On Facebook?

Communicate with potential customers who are interested in your products and services.
Distribute special offers, events and discounts in an instant to everyone who “likes” your page.
With £500 million users on Facebook, you can use your facebook page to send traffic to your main website.
Facebook pages are public to anyone and are spidered by search engines;
Facebook Pages are great for building long-lasting relationships with clients and creating an interactive community for your business.
A Facebook page provides an unbelievable amount of feedback on how your company is perceived by your customers (invaluable!)

Basic Facebook page - £195

Includes:

Welcome Tab /Page - Bespoke layout / design for your welcome page featuring your text content and up to 4 outgoing links.
Bespoke profile image for your Wall which includes your Logo / branding.

Advanced Facebook Page - £395

Includes:

Welcome Tab /Page with Reveal function.
Bespoke layout / design featuring your text content and up to 4 outgoing links.
The reveal function works by displaying an initial page which includes an incentive for the visitor to “like” the page. After clicking the like button the visitor sees the second page where the incentive can be accessed.
Bespoke profile image for your Wall which includes your Logo / branding.

Facebook Page Examples:

www.facebook.com/PryorPortfolioManagement

www.facebook.com/FreestyleAccounting

www.facebook.com/pages/ESDP-Consultancy/163182573738389

To get your own Facebook page please contact us on 08444 933 067 or complete our online enquiry form below.

3. Email Marketing

Cost effective way of promoting your products and services
Providing continuous awareness of your business in the customers mind.
Provides an opportunity to add value for potential customers via:

–Monthly newsletters
–Special offers
–Interesting articles and useful advice.
–New product / service announcements
Customer research
Customer service questionnaires.

Email Marketing Service

Our email marketing service includes:

Creation of email subscription box for your website so users can sign up to your email newsletter / special offer emails.
Design and development of your email template
Setup of your account with Constant Contact Email Marketing system. This involves:
Importing existing client / contact information into the system
Setup of email newsletter design in the account

Initial Email Marketing Newsletter setup - £325 (one off charge)

We can also handle the setup and distribution of your periodic newsletter for you which involves adding your text content, images, news and offers (or whatever other content you require) and then distributing the newsletter to your subscribers.

Preparing and distributing email newsletter to subscribers - £95 (per newsletter setup / distribution)

Requirements - If you intend to capture email addresses (via your website) and send monthly email newsletters you will need an email marketing service like Constant Contact (£15 per month).

Email Stationary Design.

As well as creating an email newsletter that is sent out to your customers periodically, we can also design bespoke email stationary templates for your business.

Our email stationary templates are designed to be used when you send out daily emails, whether it’s to customers, supplier or your colleagues. We all send out lots of emails everyday so they are simply a great way of marketing your business on auto pilot.

Email Stationary Design - £295 + VAT

To find out more about our email newsletter or regular email templates please call us on 08444 933 067 or complete our online enquiry form below.