Online Marketing Agency

Online Marketing Agency

• If you believe the search engines, then people looking for an “online marketing agency” are looking for help with SEO, PPC and other promotional activities, while searchers for a “digital marketing agency” want a website. Meanwhile “B2B marketing agencies” are more about business and marketing

B2B MA

Online MADigital MA

WebsiteDesign

Tracking & Analytics

ConversionOptimisation

SEO, PPCWebsiteDesign & Build

WebsiteDesign

Video M

SocialMedia M’g

UserInterface

Design

Content M

Search Engine Optimisation

Search Engine Optimisation is about improving the search engine ranking of your website pages• On Page

– Write good content– Include the keyword in the Title, first and last paragraphs and in several other

places– Write a good Meta Description as this is the bit you see in the search results– Advanced SEO – use Schema.org / Open Graph Mark Up– Invite comments and social sharing

• Off Page– Social bookmarks and signals– Backlinks (Search engines may punish automatic backlinking)

Search Engine Rankings now emphasise user interaction over quantity of backlinks

Pay Per Click

Pay Per Click is an advertising model where search engines place advertisements next to search results for the advertiser’s chosen keywords to direct traffic to the advertiser’s websiteSponsored

AdsPPC Ads

Search Engine Results

Pay Per Click

• Advertiser writes four lines– Headline– 2 lines of further

explanation or encouragement

– URL

• Sets the Maximum Bid and Daily Budget Limit

PPC Upside PPC Downside

Instant Traffic Can be expensive

Agile (SEO follows trends more slowly)

Low quality traffic leads to poor conversion and higher CPC

Can be cheap Traffic is proportional to spend

Good Practice:• Use to stimulate a campaign / new site• Choose lots of narrow keywords not broad terms• Write good copy• Test small• Aim for high conversion not clicks• Scale proven keyword/ads combinations

Conversion Rate Optimisation

• If 100 people visit your site and 3-5 % convert – that is sign up for your newsletter or ‘like’ your page or even buy something, then 95-97% haven’t converted.

• CRO is about increasing the conversion rate, which has – Better ROI on your traffic– Improved Quality Score for PPC ads – your ads cost less– Improved organic search engine ranking

• CRO uses analytics and user feedback to help re-design – Pages – can they find that button? Are there too many other distractions ?– Sales Funnels – do we need that step ? Will they give us a phone number?– Offers - Too complicated ? Too pricey ? Clearer ?– Or even attract different visitors to the site – are these visitors right for our

business ?

Facebook Ads

• Facebook allows you to choose your audience using demographic data and their interests (instead of by keyword)– Age– Gender– Location– Interests, as shown by

• Group memberships; • ‘Likes’• Shares

• Facebook Ads can be targeted precisely• Since Facebook has lots of unsold ad space, the cost per click is driven

by how well your ad converts – Facebook gets paid if ads convert so they show them more often

• Pros and Cons are similar to PPC

Media Buying

Ads appear on many sites – they may be placed by brokers or by direct contact between site owner and advertiser• Media Buying means

– Finding a website with an audience similar to your market segment– Placing your ads on that website (and paying)– Ads may be banners

Practically speaking Media Buying means unlimited traffic. With good tools, you can always find another website for your advertisements and you can measure clicks-through and conversions for each website and ad combination!

Retargeting

• Few advertisees covert on the first sight of an ad – perhaps less than 5%

• Retargeting tracks who visits a site or clicks on an image and advertises to them again on other sites (Sometimes it feels like an online stalker is following you)

• This increases brand awareness and recognition and results in far higher conversion rates

• But, many browsers don’t like being re-targeted and feel that their privacy has been invaded

• Retargeting is a good way of improving the conversion of your ads, provided that you don’t alienate your customers

Social Media Marketing

• Social media sites have a lot of traffic and people visit them to interact– Facebook – keep up with friends, – Twitter – to keep up to date with news, events, friends, to find recommendations– Pinterest – share “shopping ideas” – great for e-commerce businesses– YouTube – entertaining video– LinkedIn – is all business and professional networking– Google+ - is still finding its place but looks like becoming a business version of

Facebook

• Your audience is using these sites and if you can engage with them, you can bring them over to your own site / email list/channel.

• Treat social media like being at a party – its social, so no selling ! • Your agency can help you plan content, post content, make some

comments, build your following, but you can’t completely outsource yourself and be effective.

Online Marketing Agencies

• Online Marketing Agencies help their customers to promote their websites and products online, by

• Organic Traffic techniques– SEO

• Paid Traffic– PPC– Facebook ads– Media Buying– Retargeting

• Social Media Marketing• Tracking and analytics• Some OMAs also design and build websites

For more information, contact SMEsOnline

James Gunnjames.gunn@smesonline.co

+44 7855 406652