In the UK, Google has the vast majority of search traffic and most of your budget should be placed their, however, you will not want to miss the smaller, yet still considerable potential for customers from search engines like Microsoft’s Bing platform, fastyslim and a small part of the budget should be allocated to other search engines. Also, the very best PPC management companies will also discuss spreading your PPC budget over a number of campaigns aimed at different parts of the customer journey. A small part of the budget should be allocated to the research stage of the buying process when people are using broad search terms to find information, a small part of the budget when people are searching for yours, your competitors or market leaders company name. The majority of the budget when potential customers are using search terms directly related to making a purchase and lastly, a small part of the budget to re-market (show your advertising to people who have shown an interest in your services or products by visiting your website) to capture and drive up conversions from the customers previously advertised too.
The best PPC Agency will be a Google Premier Partner. A Google Premier Partner status indicates that the company has a proven track record in delivering high-quality campaigns, which generate good competitive/low CPC’s and deliver high and positive ROI’s. The very best PPC agency will have a robust PPC management process in place to quickly react and capitalise on changes in the PPC campaigns of your competitors.
Unlike SEO, that can take some time to be fully effective, Pay Per Click is instant in the fact that as soon as your campaigns are live they can be generating leads for your business.
PPC is highly effective when carried out in unison with SEO. A well-optimised website will improve the quality score of your Google advertising campaigns resulting in a reduced “cost per click” meaning you get more leads for your budget.
Social Media Marketing
Social Media platforms such as Facebook and Twitter are now legitimate places for a business to attract leads. Facebook has over 38 MILLION active and regular users in the UK and the number is anticipated to rise to over 42 MILLION by 2020. Regardless if your business sells to consumers or other businesses, your potential customers are on Facebook and using it often.
Facebook is excellent at raising awareness during the customers “research” stage, reminding them of your services or products during the “consideration” stage and putting your specific products in front of potential customers at the “buying” stage. With such a large audience and the flexibility to target customers throughout the buying process, Facebook can be a good avenue to generate leads and sales and to deliver a great return on investment.
A good digital marketing agency will have a proven track record in delivering highly effective Facebook advertising campaigns. The very best digital marketing agencies will be able to demonstrate the conversion rate and cost per lead of your social media marketing.
Again, social media marketing and specifically Facebook marketing can be carried out as a stand-alone activity however it works so much better when combined with SEO and/or PPC. When a potential customer visits your website their computer is marked as having visited. This then allows you to target the user of that computer, who has shown an interest in your products or services.
When considering making a purchase, a potential customer will scour the internet to find feedback and reviews from previous customers. Your online marketing and sales can live or die by the reviews for your business, services or products. Ensuring that positive reviews are easy to find and that any negative feedback is managed well, can be a huge benefit to your conversion rate.
Digital marketing companies call this “reputation management” or “online reputation management” however, in reality, it is creating systems to generate customer reviews and customer feedback ensuing positive customer satisfaction is captured and easy to find for potential customers.
Many businesses are concerned with allowing the public the ability to openly provide feedback. You cannot please all of the people all of the time, and companies worry that a bad review will have a negative impact on their business. Firstly, if someone is determined to leave a bad review for your business they will find a platform to do so and there are 1000’s of platforms to choose from. It is better to have control of where customers are encouraged to leave a review. Secondly, a poor or bad review, if managed well, can be a positive for your business. Engaging with a bad review highlights that you care about feedback and subsequently, you care about your customers. One well managed bad review can be as good for your business ten good reviews.
A good digital marketing company will use one of the handful of recognised review platform and provide the tools and means of allowing you to capture, manage and respond to customer reviews.