You’ve got a website, so you now want to focus on visitors
Whether your site is to inform people about your business or you have an online shop, it needs to be promoted effectively online to get the business you want. Bounce formulates your online marketing strategy, to get the most from:
- Site Optimisation
- Pay per Click Advertising
- Measurement & Analysis
- Social Media & Other Online Channels
- Email Newsletters
- Email Marketing
With over 20 years’ experience working in internet marketing, both with a Web Company & as a Retail (e-commerce) client; Bounce Marketing offers the best of both worlds – expert web knowledge combined with practical marketing skills.
Website optimisation is not simply a one-off activity, if you’re serious about maintaining good positioning in search engines, a budget for ongoing optimisation is essential.
Bounce Marketing has Optimisation Packages that cover:
- Keyword Research
- Website Optimisation Changes
- Search Engine Positioning
- Optimisation Maintenance
Have you chosen the right keywords? Selecting keywords based on what your business does, may not always tie in with what people type into a search engine. Imagine looking for a service or product on Google; search phrases are generally terms that fulfil a need, rather than describe a business.
Bounce uses various tools and methods to select keywords that will work best for your business.
Website Optimisation Changes
Bounce Marketing will assess your rankings, and improve your positioning by looking at:
- Optimising keyword text – Bounce works with the copy that is already on your website
- Coding (how the website is put together) and page layout
- Linking and much more
Search Engine Positioning
This covers an assessment of your rankings in Google. Both at the outset, and after site optimisation has taken place. Along the way, positioning is checked and adjustments are made to the website where a boost is needed.
It’s important to keep the momentum going with Google, so websites require adjustments at regular intervals.
Talk to Bounce about a package to suit.
Pay per Click Advertising
Pay per click advertising (ppc) means that you only pay for the clicks you receive on your ads. They are usually text ads or a small graphic & text that appear on search engines and various other websites.
It’s an advertising medium that gives you a lot of choice in relation to the sites your ad appears on, and you can set a maximum price for how much you are willing to pay for each click. This type of advertising also allows you to target specific audiences or geographic regions.
PPC advertising is very cost-effective, as it lets you track and measure the response to your ad, and adjust your budget accordingly. The beauty of it is in it’s flexibility; ads can be visible or suspended at the click of a button.
Bounce Marketing uses:
- Google Adwords
- Yahoo!Search Marketing
- Campaign specific landing pages – a new page created to feature a campaign.
- Other relevant sites offering PPC ads e.g. Facebook
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 on your website?
- Interpret your website statistics and report on visitor conversion
- Help you track and measure the effectiveness of offers and competitions
- Consult on campaign testing via online methods (e.g. A/B testing – targeting groups with different offers)
- Report on your ROI (return on investment)
- Tell you what your sales conversion ratio is
Social Media & 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 to your advantage to cast the net wider. Bounce Marketing makes the most of other online avenues where your site or company can feature, without breaking the budget.
A lot of businesses are still coming to terms with the use of Social Media. Usually it’s unknown territory, and nobody wants to make mistakes. Many are also unsure of the benefits of trying it. Generally social media won’t lead directly to sales, but it can be very effective exposure and branding.
This YouTube clip provides some compelling information on the Social Media Revolution.
Bounce offers guidance and direction on how social media can work in with your business and will discuss the various options available. This encompasses:
- Social Networking Sites – Facebook, LinkedIn, Google+
- Blogging & Social News Sites (e.g. Digg)
Other Online Channels
Bounce will look to drive your sales using:
- Trade Me, eBay, Other auction sites and product directories
- Price & shop comparison websites
- Online shopping channels
- Review websites
- Discussion groups / online forums & blogs
- Alliances with complementary websites – via links & banners
- Directory listings – yellowpages, finda
- RSS newsfeeds and newswires
Email newsletters are one of the easiest ways to stay in touch with the people who have used your services or bought your products. Reminding them about you will often lead to more business, whether they buy again or simply recommend you. It also gives you the opportunity to make your customer feel exclusive, with email-only offers.
Email 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
Bounce Marketing can create mobile-friendly html newsletters, and manage campaigns for you.
Some Email Tips:
- Communicate regularly
- Ensure you have permission to email the people on your list (Unsolicited Electronic Messages Act 2007)
- Track response – review open and click-through rates
- Use mailing software that manages your list as well – for duplicates, automatic removal of unsubscribes, targeting groups (segmentation) within your list
There’s more to email marketing than simply sending newsletters. You should really be aiming to grow your list, so that you are reaching more people each time you communicate. There are various ways of recruiting new customers using email marketing:
- Incentive marketing – Friend get friend and Send to a friend
- Viral marketing
- Purchase, rent or swap lists of email addresses
New Zealand Anti-Spam Legislation:
If New Zealand’s anti-spam email legislation has you in a fluster, you need not worry. Bounce is up to speed on all the do’s and don’ts in email marketing.