Online Consultancy | Online Marketing | Services for Charities

Why Market Your Website?

Having a fantastic website is great but if no-one visits it then your site is unlikely to achieve much. If your website has a low website ranking in the major search engines then unless you do something about it or you advertise you are unlikely to get much traffic. To achieve a higher search engine ranking and to market your website your options include search engine optimization, search engine marketing and a number of other internet marketing strategies.

Online Marketing Services

I offer a range of internet marketing services to businesses and the charitable sector. I specialise in offering affordable website promotion services ranging from search engine optimization to search engine marketing. I have worked with a number of clients to successfully improve rankings and increase traffic by more than 1000%. The first step is to develop an online marketing strategy that is right for you. This involves understanding your business objectives, strategies, budget and resources. Specific tactics and approaches are described below.

Internet Marketing Strategies

Search Engine Marketing (SEM) - Search Engine Marketing is a set of Internet marketing strategies designed to promote traffic to your website. SEM focuses on promoting your site to search engines such as Google, Yahoo and MSN either by bidding on keywords in a Pay Per Click marketing campaign, paid inclusion programs or through search engine optimisation (see below). Search Engine Marketing works best as a combination of Search Engine Optimization and Pay Per Click campaigns.

Keyword Research - Keyword research is a fundamental precursor to any successful Search Engine Marketing Campaign. It essentially involves the identification of relevant keywords or phrases that people use to find the products or services you offer. In addition it takes into account how frequently these terms are used by people searching the internet, the level of competition from other sites and whether other phrases or word combinations might achieve better results.

Pay per Click Campaigns (PPC) - Pay per Click Programs such as Google Adwords and Yahoo Search Marketing enable you to bid against relevant keywords. If someone performs a search using these keywords a link to your site appears as a "Sponsored Link" within the search results. Your adverts appear free of charge and you only pay if someone actually clicks through to your site. PPC campaigns can be extremely effective in driving traffic to your site. They can be set up quickly and if enough thought has been given to the keywords you target, the pages they link to ("landing pages") and the promotional text you use they can be highly effective at generating leads.

Search Engine Optimization (SEO) - Search Engine Optimization is a Search Engine Marketing Strategy that seeks to improve the relevance of your site to certain keywords so that it ranks higher in search results. Key components of an SEO campaign include optimising the structure and content of your site and generating links to your website. Search Engine Optimization can have a significant impact on your rankings in the longer term. Certain unorthodox strategies exist to rapidly promote your site but if discovered you risk being dropped from search engine listings altogether and are thus not recommended.

Affiliate Marketing - Affiliate programs enable you to feature links or banner adverts that link to your site on other websites participating in the particular program. Typically incentives such as a percentage of any subsequent sale or flat fees are paid to the agent managing the program should someone click through to your site from the affiliate network. The agent then makes a payment to the site that linked to you.

Display Advertising - Display or Banner Advertising typically features a graphic, animation or even a video sequence embedded on a popular web page. Display advertising is designed to attract attention and get the viewer to click through to your site as a result. You pay a fee either when someone clicks the banner through to you or alternatively a per impression rate - for example a set fee each time your advert is shown 1,000 times.

Email Marketing - Email Marketing is an effective means of staying in touch with supporters, alerting customers to promotions or special offers or keeping existing clients up to date. To avoid being defined as spam you must limit messages to opt-in distributions only - ie only to people who have specifically signed up to receive communications from you. Building dynamic, personalised and well designed email communications can be very effective and far cheaper than a traditional mailshot. You can additionally track how many emails are received, how many are opened and how many people click on links within the email. These statistics can be extremely helpful in refining marketing messages.

Web Analytics - Web Analytics software enables you to monitor in detail how traffic finds its way to your site, how people use your site when they get to it and whether they are doing what you want them to do! Integrating your site with a web analytics package, such as Google Analytics, can help you measure the success of your marketing campaign, help you identify weak points in your site design and help you refine your marketing messages.

Contact

For further information please email me at info@chrisanders.co.uk

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