Online Promotion & Web Marketing

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So you've got a website. What's next?

Promoting your website is just as vital as is getting your site up in the first place. Everyone uses the internet and competition is stiff!

Whether your site is an information resource or an e-commerce online shop with all the bells and whistles, it needs to be promoted effectively. Then you will realise the full potential of what internet marketing can offer. Bounce focuses on:

With over 14 years' experience working in internet marketing, both with a Web Company & as a Retail (e-comm) client; Bounce Marketing offers the best of both worlds - expert web knowledge combined with practical marketing skills.

Site Optimisation

Have you chosen the right keywords? Selecting keywords based on your business model doesn't always work on the internet, because people may be using different search terms; generally they are terms that fulfil a need, rather than describing a business. Optimisation services include:

  • Competitor analysis - see what keywords you and your competition come up for
  • Keyword selection & testing - find out what keywords people are using to search
  • Niche phrases & spelling variants - jargon and mis-spellings can be just as effective
  • Country-specific - Kiwi's say 'Chilli Bin' and Aussies say 'Eski'
  • Gateway pages - pages that focus on a specific phrase

Website Content

There's an art to writing for the internet and conveying your message. Bounce Marketing ties your keywords into web copy that:

  • Makes a sale
  • Includes keywords & keyphrases
  • Educates & informs
  • Describes your product
  • Is short and concise

Search Engine Rankings

Search Engine Optimisation is a very specialist area, in fact it's more a science than a marketing tool these days! Bounce Marketing can optimise your site for the search engines, and move your site into the top rankings.

Bounce will assess your site, and optimise it by looking at:

  • Optimising keyword text
  • HTML coding and page layout - page titles, heading tags, etc.
  • Inbound, outbound & internal links
  • Sitemap submission

Pay per Click Advertising

Pay per click advertising (ppc) means that you only pay for the clicks you receive. It's an advertising medium that gives you the flexibility to choose what sites your ad appears on, and you can set a maximum price for how much you are willing to pay for each click.

Ideally set up around a campaign, you can target your ads to specific audiences or geographic regions. PPC advertising lets you track and measure the response to your ad, and adjust your budget accordingly to maximise your cost per click spend. Bounce Marketing uses:

  • Google Adwords
  • Yahoo Overture
  • Campaign specific landing pages - a new page created to feature a campaign.
  • Relevant websites featuring PPC ads.

AdSense
In contrast, AdSense allows webmasters or website owners to earn revenue by showing AdWords advertisements on their websites. AdSense is not always suitable for every website, but it can work for some and generate some additional income if it's executed well.

Measurement & Analysis

Everyone has some form of statistics or visitor tracking for their website, but how many know what their stats are telling them? Similarly, when marketing campaigns are created around an offer, are you able to find out which customers responded to the offer? Bounce can:

  • Interpret your website statistics and report on visitor conversion
  • Track and measure the effectiveness of offers and competitions
  • Test a campaign by targetting groups of customers with different offers
  • Work out your ROI (return on investment)
  • Tell you what your sales conversion ratio is

Other Online Channels

Be seen in all the right places
You can't just rely on the Search Engines to send visitors your way. In fact with everyone optimising for the search engines, it's becoming harder and harder. Bounce Marketing makes the most of advertising opportunities on the internet, without breaking the budget.

Bounce can drive your sales using:

  • Trade Me, eBay, Froogle - auction sites and product directories
  • Price & shop comparison websites
  • Online shopping malls
  • Discussion groups / online forums & blogs
  • Social Media - Twitter, MySpace, Facebook, Bebo, & YouTube
  • Alliances with complementary websites - via links & banners
  • Directory listings - yellowpages, DMOZ
  • E-zines
  • RSS newsfeeds and newswires

E-mail Newsletters

Stay in touch with your customers! Because they really do want to hear from you, and chances are, if they've bought from you before, they'll buy from you again.

Out of any direct marketing activity, e-mail is by far the most cost-effective; being quick, and relatively cheap in comparison to printed flyers or mailers. If a customer has opted to hear from you - make sure you keep in touch on a regular basis. What better way to promote special offers, and make your customer feel exclusive! Bounce Marketing can help with branding, layout, and copywriting for e-mail campaigns.

E-mail Newsletters are most effective when used to:

  • Promote specials or exclusive offers
  • Tell customers about new products
  • Launch an event
  • Run competitions and surveys - to find out more about your customers
  • Make them feel special
  • Measure a response

E-mail Marketing

There's more to e-mail marketing than simply sending newsletters. You should really be aiming to grow your list with more subscribers! There are various ways of recruiting new customers using e-mail marketing:

  • Friend get friend
  • Send to a friend
  • Viral marketing
  • Purchase, rent or swap lists of e-mail addresses
  • List management - unsubscribers, bounces (not delivered), deduping
  • Segmentation of your database - selecting groups of people based on activity and purchasing behaviour

Anti-Spam Legislation:
If the recent anti-spam e-mail legislation has you in a fluster, you need not worry. Bounce is up to speed on all the guff for what you can and can't do in e-mail marketing.

E-mail Best Practice

  • Operate within the regulations of the NZ Anti-Spam E-mail Act
  • Stagger sending your e-mails so you don't appear to be sending spam
  • Use specific software to send out large numbers
Bounce Marketing