Getting your target audience to visit your website
This is the fundamental purpose of your website. To get your target audience to
visit your website you must promote it. There are many ways to achieve this and
some are easier than others.
Search engine optimisation
Search engine optimisation starts with your website design and copywriting. It is
probably the most time-consuming website promotion process because there are no
guarantees of success and the search engines change their criteria frequently. You
need to get the basics right in terms of website relevance and value to the user.
Marketingesp can help you get these basic principles right and provide advise on
or implementation of your search engine optimisation programme.
Pay-per-click advertising
Pay-per-click advertising is where you pay to be on the results page of a particular
search engine depending on the search terms you decide upon. It is a quicker way
to drive traffic to your website but you need to set budget parameters from the
outset or it could become a costly process.
A distinct benefit of pay-per-click advertising is the ability to measure your return
on investment. This may be in terms of leads, sales or subscriptions. You will be
able to measure your cost per enquiry against your conversion rate of enquiries
to sales.
Marketingesp can help you determine the most suitable tracking and measurement tools
to enable you to calculate your return on investment.
Off-line marketing
This is probably obvious but we’ll say it anyway! Every piece of marketing literature,
stationery, business cards, packaging and external communications should carry your
website address.
Off-line marketing is about supporting your on-line activity within the context
of your overall marketing strategy. One should support the other in driving traffic
to your website and enquiries to your business.
Talk to Marketingesp about your off-line marketing plan. We can help you get the
right balance.
On-line marketing
There is much to consider in your on-line marketing campaign including advertising,
banner adverts and directories. The purpose of your on-line marketing campaign is
three-fold:
- Drive traffic to your website
- Create in-bound links to your website
- Improve your organic search engine rankings
Advertising on other sites or using banner adverts come at a price and you need
to consider which are the best and most relevant sites to advertise with. Most advertising
and banner advert opportunities run for a period of time and some operate on a rotation
basis with other advertisers.
Directories work in the same way as their off-line counterparts but offer advantages
with search engine rankings depending on their own search engine marketing programmes.
Some directories will offer you free listings within relevant categories, others
charge an annual or one-off fee.
If you would like to talk to Marketingesp about how we can help you with your on-line
marketing programme, please call on 05600 473060 or email us your enquiry.
Email marketing
Email marketing is a powerful direct marketing tool to use as part of your internet
marketing programme. It allows you to conduct very sophisticated and targeted campaigns
that build a 1:1 relationship with your prospects and customers and it is one of
the cheapest lead generation marketing tools.
It can be used for several purposes as part of your overall marketing strategy and
importantly it is another marketing tool to drive traffic to your website.
Use email marketing as an effective marketing tool to communicate:
- Special offers and promotions
- Invitations to company events
- With customers and prospects
- News, PR and project wins
To discuss your email marketing plans call
Marketingesp on
05600 473060 or
email
your enquiry.
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