14 Jul

Optimising your PPC Strategy beyond the initial click

 

Pay Per Click marketing is a popular way to use search engine advertising in order to generate traffic to your website, in fact, it’s one of the most commonly used and affordable methods of advertising online.

What exactly is PPC?

Essentially, Pay Per Click is a way of buying visits to your site rather than trying to attract traffic organically.  And, let’s face it, getting your site ranked on search engines like Google organically can take a lot of time, resources, and an in-depth knowledge of how websites are put together.

The concept is simple – rather than paying a fee to place your advert, every time someone clicks on your ad, you pay a small, pre-agreed fee to the search engine. Your PPC strategy can use a whole host of paid media platforms, including Google AdWords and Bing Ads, in order to reach out to a carefully targeted audience, build brand awareness, enhance revenue, and optimise campaign results.

In PPC, you can choose the keywords or phrases that you want your website to be associated with when a search is performed. By carefully selecting these keywords, you’ll be advertising to people who are already interested in what you have to offer. Once you’ve chosen your keywords and phrases, you’ll then need to select how much you’re willing to pay each time someone clicks on the search result.

PPC ads are typically listed at the top and right hand side of the results page, alongside organic search listings. When someone clicks on your ad, you’ll pay the current cost per click from your budget and, once your entire budget has been used, your ads won’t run until you’ve replenished your funds.

 

The Benefits of PPC

Pay Per Click advertising offers a whole host of benefits over generating organic traffic.

  • Speed to Market

Firstly, your ads will usually start popping up as quickly as just a few hours after the campaign has been set up, this allows you to start seeing immediate results. It’s worth noting, however, that as soon as you stop paying for your ads, they’ll stop showing as immediately as they appeared.

  • Reach

PPC ads send additional traffic to your website, which will expand your online visibility and help to establish your company as a leader within your industry or sector.

  • Highly targeted traffic

Because you can assign different ads to different keywords and phrases, your campaign can be highly targeted resulting in high quality traffic being driven to your site.

  • Test before you invest

PPC is a low risk way to test for key words, allowing you to determine whether or not a full site optimisation campaign is worth the investment.

  • Optimise ROI

With PPC, you only pay when one of your ads is clicked, making it easy to manage costs, track conversions, and determine your ROI.

 

But just because your Pay Per Click campaigns are getting plenty of clicks, doesn’t mean that these clicks are converting to end results. No matter how successful your campaign appears to be in terms of number of clicks, it’s what happens after the click that truly counts.

Here’s our guide to optimising your PPC strategy beyond the initial click…

Understand your aims

First up, if you want to ensure that your strategy is effective, before you launch your PPC campaing, you need to ensure that you fully understand your aims – what do you actually want to achieve from the campaign? Why are you setting it up in the first place? And we don’t just mean achieve loads  of clicks…they’re just the means to an end. What do you want your audience to do once they’ve clicked? What is the overarching purpose of the campaign? A form fill? A phone call? A purchase? Simply to communicate a key message to your potential audience? Once you fully understand your aim, you’ll be able to put together a strategy, a call to action and a customer journey that supports your objectives.

It’s about more than just top-level metrics

So you’ve implemented your PPC campaign and the results are looking great – you’ve managed to achieve high click-through rates and outstanding conversion rates, all for a low cost per click. What more could you want? Well the fact is that these metrics, as impressive as they may be, don’t tell the whole story.

After all, just because you’ve had hundreds or thousands of clicks on your site, doesn’t mean that any one has actually converted to a customer and bought your product.

This leads us nicely on to…

Ensure the customer journey is in place to back up your ads

Once your potential customers have clicked on your ads, its vital that everything is in place to make their conversion journey seamless and straightforward. The last thing you want is for your leads to be sent to an unresponsive website, get added to an email list that’s never actually used, or find that the product they are hoping to buy isn’t actually available.

To avoid these issues and optimise conversion rates, make sure that you define your user journey before your PPC strategy goes live, test the entire user experience, and understand the entire process behind converting prospective customer into secured revenue.

To ensure that the entire journey is optimised, it’s important to consider the following for each type of Call to Action:

  • Call to Action: Phone Call – Who’s going to answer the phone? Will they be equipped with the necessary knowledge and skills to move the lead onto the next stage of the journey? Do you have enough call handlers to manage a potential influx in calls as a result o the campaign, without an increase in wait times?

 

  • Call to Action: Form Fill – Is there an established and tested drip campaign that is ready to nurture your leads into customers? How long, on average, does it take to convert a new lead into a revenue?

 

  • Call to Action: Purchase – Is the product you’re promoting actually available? Has the website been tested to ensure a simple, straightforward, and positive user experience? Is every aspect of the site UX optimised? Is there a remarketing tag in place that will allow you to recapture a lead who abandons their cart? Do you have an ad campaign in place to engage with and retain the customer after the initial sale?

 

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing PPC Agency in Leicester with clients all over the UK.

 

 

13 Jul

Google to face $1.17 billion antitrust fine in the coming weeks

Google Logo

 

According to EU sources, search engine giant Google will potentially face a record fine of $1.17billion in the next few weeks for ‘abuse of market position’ in shopping search. According to the EU, the company has been abusing its market dominance in search, using its near monopoly in online search to unfairly steer customers to its own Google Shopping Service.

The fine has been expected for some time due to Google’s inability to settle the case with EU regulators. The case was raised in April 2015 when the EU Competition Authority accused the company of distorting internet search results in favour of its shopping service, harming both rivals and consumers.

Although the company made several unsuccessful attempts to settle the case with the former European Commission Competition Czar Joaquin Almunia, his successor Margrethe Vestager has taken a tougher line against the company.

Whilst the EU could potentially fine Google up to 10% of its annual revenue, which in 2016 was over $90 billion, recent reports have suggested that the figure will be closer to $1.17 billion. This will still break the abuse penalty record set in 2009 when EU officials fined Intel $1.12 billion for anti-competitive practices.

And it doesn’t stop there, this is just the first of three potential fines the company faces. The other two anti-trust cases focus on exclusivity provisions in AdWords agreements and Anroid-OEM contracts.

 

What is Google Shopping and how does it work?

 

Google Shopping is a service that allows users to compare products between online stores. Formerly known as Google Product Search, Google Products, and Froogle, the service originally listed products that online retailers submitted free of charge, making its money from the AdwWords based ads that appeared on the side of the page. However, when the service rebranded as Google Shopping in 2012, this changed and payment must now be made.

Google shopping is powered by Google AdWords and Google Merchant Centre. It is managed using product and category level bidding, rather than keyword bidding. Product bidding is done through an AdWords login, whilst data feeds are sent through the Google Merchant Centre login.

Google Shopping operates on a Cost per Click model, but unlike other platforms working in this way, there is no minimum Cost per Click rate in place. Instead, the platform determines its rankings based on bids. So, if you place higher bids, you will potentially rank higher than your competitors. Like other Google search services, rankings are also determined by product relevancy and the Google Shopping algorithm.

 

Why are Google being fined?

The fine is being imposed in response to Google’s alleged abuses in shopping search. According to the official EU Statement of Objections, the fine relates specifically to the following points:

  • Google systematically positions and prominently displays its comparison shopping service in its general search results page, irrespective of its merits.

 

  • Google does not apply to its own comparison shopping service the system of penalties which it applies to other comparison shopping services on the basis of defined parameters, and which can lead to the lowering of the rank in which they appear in Google’s general search results page.

 

  • As a result of Google’s systematic favouring of its subsequent comparison shopping services, Google Product Search and Google Shopping, both experienced higher rates of growth, to the detriment of rival comparison shopping services.

 

What does Google have to say about the claims?

Google has hit back at the claims, stating that regulators have ignored competition from online retailers Amazon and eBay. They have also recently issued a statement stating that the evolution of its search pages has always been about improving the user experience and the quality of results.

The company stated: “Google has always worked to improve its services, creating new ways to provide better answers and show more useful ads. We’ve taken seriously the concerns in the European Commission’s Statement of Objections that our innovations are anti-competitive. The response we filed today shows why we believe those allegations are incorrect, and why we believe that Google increases choice for European consumers and offers invaluable opportunities for businesses of all sizes.”

What happens next?

According to reports, the fine is likely to be imposed in August.

Of course, assuming that the fine is imposed, it’s likely that Google will appeal to the European Court of Justice against the ruling.

In addition to the fine, the EU Commission will also instruct Google to stop any practises that are deemed to be anti-competitive, although it is not currently clear what measures it might order the company to adopt in order to ensure that rivals get equal treatment in internet shopping results. It is thought that they will either set out some general principles or lay down specific instructions for Google to follow.

 

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing SEO Agency in Leicester and proud of it!

13 Jul

What are the main reasons PPC campaigns can fail?

 

why do PPC campaigns fail?

As technology continues to advance at an unprecedented rate, more businesses than ever before are recognising the many benefits that come hand in hand with launching highly targeted PPC advertising campaigns.

 

And, with the ability to connect and engage with mass audiences in all corners of the globe, it’s no surprise that many social media experts now consider internet marketing to be one of the most effective and powerful advertising platforms, especially when it comes to optimising brand awareness.

 

Many brands around the world are already using PPC programs to maximize conversation rates, increase engagement and boost sales.

 

But what is PPC?

 

PPC stands for ‘pay-per-click’ and is an Internet marketing strategy whereby advertisers pay a fee each time somebody clicks on their ad. Many marketing experts look at this tactic as a way of buying customers to visit your site rather than attracting them organically.

 

One of the most popular forms of PPH is search engine advertising, which allows businesses to utilise social media platforms such as Instagram and Facebook to initiate highly targeted ad placement.

 

Why do PPC campaigns fail?

 

Like any online marketing strategy, you are not guaranteed to achieve results whilst using this tactic, and it would be foolhardy to think other wise.

 

There are a number of reasons why PPC programs fail. However, the key to preventing these programs from failing is to understand the components that can result in a guaranteed failed PPC program.

 

Here are just some of the reasons why PPC programs can fail…

 

Bad Ad copy

 

As well as your PPC campaign having a good structure, it’s also important that the ad copy is effective, engaging, and impactful.

 

Your copy should have a clear purpose, clearly outline what you are offering, have a clear call to action, and explain why your target market should invest further in your brand.

 

So many businesses don’t take the time to finely tune their ad content and as a direct result, they often fall at the first hurdle when it comes to initiating their PPC campaign.

 

With this in mind, you should invest the time and effort into perfecting the right content based on your business objectives.

 

 

Avoid putting too many options on your landing page

 

When it comes to optimising the success of your PPC campaign, it’s vital that you recognise the importance of getting your landing page right.

 

This is because landing pages are crucial to PPC success. This is because one of the main purposes of any landing page is to maximise conversion rates. Once your target audience has clicked on your ad, the aim is to encourage them to take the next step once they land on your website, whether that’s buying your product, requesting a quote or giving you a call.

 

With this in mind, your landing page should not only be highly focused but you should also avoid over-populating it with too much content. An over crowded or confusing landing page can actually deter visitors from engaging with the content on your website if there are too many options.

 

Instead, there should be easily to navigate and contain clear calls to action, which should be highly visible to your customer. This is crucial if you stand any chance of optimising the success of your PPC campaign.

 

As a general rule of thumb, your landing page should include download options, a contact form and your phone number and email address should be clearly visible at all times.

 

Keep the content on the landing page to a minimum and ensure that the content you do include is clear, concise and effective. So many PPC campaigns fail at the final hurdle, so to avoid disappointment in the early stages of your campaign, it’s crucial that you nail your landing page.

 

 

Don’t neglect your PPC account

 

Another reason why so many PPC programs fail is due to neglect. After all, when it comes to maximising the success of a PPC campaign, you are never going to achieve great results unless you’re willing and able to experiment with different strategies, play around with new tactics and take some risks!

 

This involves taking the time to monitor your PPC campaign closely in order to determine what works and what doesn’t. The majority of PPC programs require careful monitoring on a daily or even hourly basis, especially if you stand any chance of taking your marketing program onto the next level.

 

Conversion tracking is equally important, as this will allow you to amend your campaign in order to yield a highly return on investment.

 

 

Recognise the importance of sitelinks

 

 

A common misconception is that sitelinks are not important, when in fact, they are one of the key components of any PPC account or campaign. So, don’t be fooled into thinking otherwise!

 

Sitelinks are an effective way of adding additional links to your ad by directing your visitors to other relevant sources of information.

 

Despite playing a crucial role in any PPC campaign, many businesses believe that they are not necessary and ask for them not to be included in their PPC campaign. Other reasons why people don’t feel they need them is because their competitors are not using them and that they don’t want to draw too much attention to their advertisement.

 

 

 

Avoid using the wrong metrics

 

 

With so many businesses employing different PPC strategies, it’s very easy to use the wrong metrics when it comes to managing your campaign.

 

For example, it was recently brought to light that having a high quality score will help you to save money due to lower costs per click! However, there are a number of case studies, which have proven that this is not the case at all.

 

After all, if you employ the relevant keywords to effectively trigger relevant ads, then your Quality Score will take care of itself.

 

Instead, you should focus on reaping the benefits that come hand in hand with more relevant metrics that will have a positive impact on your PPC campaign.

 

It can be easy to become fixated on a certain metric based on what your competitors are doing! But remember every business is different and it’s certainly not a case of one-size fits all when it comes to running a successful PPC campaign.

 

And remember, PPC is not for every business, which is why you have not been able to achieve optimum results or you have noticed that your campaign has continued to fail.

 

Lack of goals

 

When it comes to running a successful PPC campaign, it certainly pays to have a vision and a set of goals that you want to achieve. Setting goals is a core component of any marketing plan. After all, if you fail to plan, you plan to fail!

 

When it comes to managing your PPC campaign or account, it’s certainly worthwhile hiring a professional to employ highly effective and profitable online marketing strategies that will help you to achieve your business objectives!

 

There are a wide range of online marketing experts dotted in and around the UK that are perfectly equipped with the knowledge, skills and expertise to help you to achieve the very best results in line with your goals and targets.

If you would like to no more or arrange for a free PPC campaign audit please get in touch with the team today.

20 Jun

Facebook Launches Product Focussed Collection Adverts

Embracing the popularity of Facebook advertising campaigns, the popular social media platform has recently introduced collection adverts.

 

Having been tested by a carefully selected group of leading brands, such as Adidas, Tommy Hilfiger, and Michael Kors, the new advertising option became available to all companies at the end of March 2017 as part of the social media network’s aim to roll out mobile ad formats that bring off-Facebook experiences onto the platform.

So what are collection Adverts?

Reflecting the current trend for accessing the internet by mobile devices and the wealth of statistics showing an ever-increasing amount of mobile traffic, Collection adverts are product-focused ads that allow users to shop the adverts directly from their mobile, in a more visual and immersive way.

 

These ads can combine a video, slideshow, or image, with product images taken from a product catalogue taken on a mobile, linking through to the point of sale on the brand’s site or mobile app.

 

As one of the most immersive ad formats offered by the platform to date, Facebook collection ads are ideal for retail and e-commerce brands that want to show an inspirational video or image alongside their products. The social network hopes that this new ad format will help to build a great new shopping experience for consumers, whilst helping marketers to drive mobile sales and discovery.

 

Facebook’s director of product marketing, Maz Sharafi, was quoted in the press stating: “Collection is, at its core, a new ad experience that we’ve built specifically for news feed, to drive product discovery and sales through an engaging format in a fast-loading shopping experience.”

The benefits of collection adverts for brands

Drive product discovery via mobile devices

 

Collection ads allow you to pair video or imagery with relevant products for a mobile-friendly, engaging experience. With mobile being people’s main platform for online shopping, it’s vital that your brand makes its online experience as easy as possible for mobile users – collection adverts do just that.

 

 

Deliver a seamless mobile browsing experience

 

Consumers who view your advert can then browse more products in a fast-loading, full-screen experience, without leaving the Facebook app, unlike a traditional Facebook ad, where clicking on a brand’s ad would open a dedicated microsite or product catalogue hosted outside of Facebook.

 

Convert demand into sales

 

Interested customers can continue to purchase on your website or app, without the hassle of leaving the platform. This makes conversion quicker and simpler, allowing you to convert demand and interest into sales by offering engaging, dynamically targeted mobile optimised ads.

 

Diverse and flexible

 

Collection adverts can be styled and created in countless different ways in order to fit seamlessly into your other campaigns and marketing activities. For example, if you create how to guides, you can turn them into adverts, or if your audience has been shown to engage most with style guides, you can use this format to make a shopable one.

 

Track your results

 

Alongside this new ad format, Facebook has also introduced its outbound click metric, which is optimised for tracking results on more creative formats, such as Collection. Promising to five marketers a clearer view of the path that their customers take, the new metric will ensure that you know exactly when someone leaves Facebook through an ad. The previous link clink metric meant that it was often difficult to know exactly where ads came from, particularly for creative ads.

 

Sharafi was quoted in the press stating: “One of the things we’re trying to do with the introduction of a new metric is to provide more clarity and transparency. In the scenario of Adidas using Collection, in a world where you don’t have outbound click, you wouldn’t be able to tell which click happened from the News Feed, where people have opened the immersive experience, and which clicks happened within the Collection.”

 

Of course, it’s worth bearing in mind that collection adverts won’t work for every business – they are designed to meet the needs of those companies who are selling products rather than services, particularly fashion and lifestyle brands.

Creating a collection advert…

 

As with other types of Facebook ads, collection adverts are created within Facebook Business Manager.

 

To create your collection ad, you’ll need an image or a video, and a product catalogue. If you haven’t already got a product catalogue set up, you might need to seek the help of a professional developer to set up the coding for the products you want to include in the advert.

 

When you set up your collection ad, you’ll also need to choose whether the objective is traffic or conversions. If you opt for traffic, then you’ll be charged based on the number of times people click on the initial ad to open the product category. On the other hand, if you select conversions, Facebook will target the ad at people they think are most likely to click through to your site or app, but will charge you based on the number of times the ad appeared in people’s news feeds. If you’re looking to boost sales, we’d recommend a conversion-focused campaign.

 

Now all of the technical work is out of the way, it’s time to get creative! Using video content as your key feature is the most popular and effective way to create an engaging advert that will excite your target audience. In fact, according to Facebook, approximately 30% of mobile shoppers state that video content is the best way to discover new products.

 

The video can be either square or horizontal, at a 16:9 aspect ratio – vertical videos are not recommended. If you opt to use photos instead of videos, you’ll need an image that’s horizontal at a 1.9:1 aspect ratio. It’s also important to note that no more than 20% of the image can be text.

 

Collection adverts allow you to feature up to 50 products, selecting key pieces that you want to feature higher up on the list. Alternatively, Facebook can use an algorithm to automatically select and feature the most popular products towards the top.

 

However, although it is possible to feature up to 50 products, this isn’t necessarily advisable as it can prove overwhelming to your audience and they may not stick around to work their way through your list! Instead, why not create multiple adverts targeting different products to different consumers? These carefully targeted ads are likely to drive more sales.

 

Here at Digital Ethos, we specialise in creating effective Facebook advertising campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

 

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

 

 

09 Jun

Why digital?

Why is digital marketing so important?

This is the question I get asked in a round about way almost every time I pick up the phone and prospect for a potential client. Because it is not only a rapidly growing force in the current marketing playing field, it is the future of marketing, and digital media is beginning to replace more traditional forms altogether.

Why?

Well quite simply because you can actually refine how you target, get instant feedback from data received as soon as someone interacts with your business or brand on a digital platform which then enables you to create evolving campaigns which deliver tangible relatable results which convert into paying customers, this is very difficult to achieve with the more traditional types of print media advertising.

With digital we can tell who is looking at your advert, what time of the day, where on the globe they viewed it, how long they viewed it, how they came to your website, at what point did they decide to make a purchase, enquiry or navigate away from your site.

While older generations will no doubt lament the demise of paper-based media such as newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a God-given right are already embracing the brave new world of digital consumption.

The facts are that digital methods of communication and marketing are faster, more accurate, versatile, practical and streamlined, so it is perhaps unsurprising that those companies who have adopted it as the main focus for their marketing spend just so happen to be the most successful businesses.

The good news is that digital offers just as much potential to marketers as it does to consumers in that consumers are presented with what they are actually searching to purchase at the click of a button or the tap of a finger. And businesses/marketers get to instantly interact with these clicks and taps to be able to better understand a brands equity position, understand the direct actions of their competition and how it affects their customer visitation and we are just merely scratching the surface here.

Digital marketing provides the window into the behaviour of customers globally and instantly as tools such as Google Analytics allow us to analyse data in real time, this availability of information is incredibly valuable as it helps a business to refine its route to market and maximise its profit margins.

It is safe to say that if you are in business today and certainly a new business, if you are not in digital then you are not in business.

Where does Digital Marketing Start?

First and foremost you will need a website whether it be to sell products online as an e-commerce store, or to provide information, provide subscriptions for services or to showcase your service. However the internet is like an ocean filled with ships trying to find land and your business is that land and the lighthouse that guides them safely to that land is your digital marketing. Point being that if you do not have a great digital marketing campaign running then your customers will not make it to you.

Let’s take a quick look of some of the key forms of Digital Marketing being used today

Websites and SEO content
Blogs
Internet banner ads
Online video content
Pay-per-click (PPC) advertising
Email marketing
Social media marketing (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.)
Mobile marketing (SMS, MMS, etc.)

So, why digital marketing?

First of all, digital marketing is infinitely more affordable than traditional offline marketing methods. An email or social media campaign, for example, can transmit a marketing message to consumers for a fraction of the cost of a TV ad or print campaign, and will reach a wider audience which you can also obtain data from.

As mentioned earlier on one of the key benefits of marketing digitally is the ease with which results can be tracked and monitored. Rather than contracting and expensive customer research company to analyse and report back on their findings which by the time the findings are reported the information is now old, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the future.

Perhaps the strongest case for incorporating a digital element into your marketing is that digital media forms are quickly overtaking traditional forms of information consumption. According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that’s over 40 million individuals.

The bottom line is, the digital age is here, and those businesses that fail to adapt to this marketing climate are at great risk of falling by the wayside sooner rather than later.

08 Jun

How to Develop your Content Marketing Strategy

Today, it’s simply not enough to have an online presence in the digital world. After all, with millions of brands in all corners of the globe recognising the significant role digital marketing can play when it comes to generating leads, maximising awareness, and boosting engagement, it’s crucial that your digital marketing strategy is on point if you stand any chance of standing out from the crowd.

With fierce competition and an already over-populated digital environment, every business should pay close attention to creating a solid content marketing plan that will allow you to achieve your business goals.

A well-developed strategy will not only help you to define your goals but it will also allow you to optimise traffic, generate leads, and boost conversion rates.

And, there are a whole host of ways that you can you can develop your marketing strategy…

But why is content marketing important?

In today’s technically advanced world, if you don’t have an online presence, you’ll almost certainly be left behind.

From SEO website content through to creating relevant blog posts, content marketing not only helps brands to inspire action, generate traffic, and boost awareness on a global scale, but is also allows businesses to expand their reach, maximise engagement and achieve their business objectives… so it’s definitely worth tuning in!

One of the most reliable sources of traffic, high impact content also allows you to generate revenue and experiment with a wide range of other marketing tactics.

Here’s how you should develop your content marketing plan…

What’s your goal?

First and foremost, it’s important that you are able to determine your goals before you even think about creating your content marketing strategy.

As part of this process, you should ask yourself why you need a content marketing strategy and the reasons why you want to produce the content. Remember your goals should be S.M.A.R.T – specific, measurable, attainable, realistic and time-bound.

Research

Before beginning any marketing strategy, it’s important that you conduct buyer persona research as this will give you an insight into your target market’s desires and needs. This means, you will then be able to maximise engagement by catering the content to your audience’s requirements.

Although, it can be tempting to jump straight in and start creating your content, taking the time to conduct thorough research is a crucial stage of any planning process.

A content audit

In recent years, blogging has continued to increase in popularity, and as a result, creating engaging blog posts in one of the most frequent types of content that businesses start with.

Impactful, effective, and cost effective, creating your own blog as a stand alone platform or part of your website is a great way of creating purposeful, interesting and relevant content that your customers will be able to engage and interact with.

But, if you’re considering creating a series of blog posts, it’s crucial that you analyse what type of content your target market are engaging with the most. This will allow you to determine what type of content should be within your strategy.

Do you have a content management system in place?

It’s super important that you have a content management system in place that will allow you to manage your content in accordance with your business goals and objectives.

When choosing a content management system, you should ensure that it incorporates vital components such as content publication, content creation, as well as content analytics.

This will allow you to plan, create, publish and most importantly, publish your results in one place quickly and easily.

Brainstorm

Whether you prefer to brainstorm alone or as part of a group, the key to a successful content marketing strategy is to create high impact content that will not only boost engagement but will also inspire action. With this in mind, it’s certainly worthwhile putting some thought into the type of content that you want to share.

From choosing suitable topic through to creating eye-catching headlines and embracing recent trends, the possibilities are truly endless when it comes to creating highly engaging content that will resonate with your target market.

It’s crucial that your content is highly targeted and has the ability to capture the attention of your target demographic. If you’re struggling to come up with ideas, it always helps to analyse your competitor’s content! Of course, you should make sure that the content you share is original.

Many people also find it useful to prepare a content calendar, this way you can date advantage of key dates and events.

Now, let’s take a look at the type of content available…

The power or content should certainly not be underestimated or ignored! Perfect for connecting and engaging with your target audience, getting your content right will ultimately determine the success of your content marketing campaign.

There are whole host of different types of content that you can integrate into your marketing strategy including…

• Blog Posts
• Templates
• E-books
• Videos
• Infographics
• External Content
• Charts/graphs
• Q & A sessions
• Interviews
• Vlogs
• Mind maps
• Memes
• Online Games
• Quizzes
• Polls
• Photos
• Predictions
• Podcases
• Slideshares

Remember, it’s all about creating highly engaging content that not only reflects your brand identity but also resonates with your target market. So, think outside the box, establish a consistent tone of voice and most importantly, create content that will get people talking about you!

The content that is most suitable for your business will depend on the needs and desires of your target market. And of course, when it comes to distributing your content, it’s equally important that this is done in the right way as this can also have a huge impact on the success of your online content marketing content.

Organisation and smart scheduling is of the upmost important and it is at this point that your content calendar will prove to be extremely useful, especially when it comes to distributing your content in an effective and timely manner.

Manage and publish your content!

Now for the fun part… it’s now time to put your editorial calendar into action and publish your content! At this point, you should pay close attention to how your target market is engaging with the content you share! And remember, a successful content marketing plan has the ability to set your brand apart from your competitors, providing you do it right.

And, if you’re struggling to come up with ideas, there are plenty of professional digital marketing teams that are equipped with the knowledge, skills and expertise to accelerate your online content marketing plan in line with your businesses’ goals and objectives.

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

08 Jun

Why digital marketing is essential for new businesses

Thanks to advances in technology, more people than ever before are connecting, engaging, and communicating online. This only the tip of the iceberg as to why digital marketing is essential for new businesses.

As a result, digital is now recognised as one of the most powerful communication tools, allowing businesses to connecting with new, existing, and potential customers, in all corners of the world.

And, if you’re a start up business, it’s vital that you recognise the importance of investing in digital marketing if you’re looking to optimise exposure, boost conversion rates, and raise awareness.

After all, launching your own business can be daunting and challenging, especially if you don’t have any financial backing.  Oh, and with approximately 80 new businesses born in the UK, every single hour, it’s crucial that you take the time to position your brand at the forefront of your customers’ minds, especially in the digital world.

Today, one of the best ways of growing your brand is to invest in highly targeted digital marketing solutions that will allow you to connect, engage, and inspire your target market.

Let’s face it, digital marketing is faster, more versatile, and more streamlined than any traditional marketing tactic, which is one of the reasons why this form of communication has continued to increase in popularity.

If you’re a start up business and you’re looking to make your mark in the online world, we’ve created a helpful guide outlining why digital marketing is essential for new businesses – we hope you find it helpful!

What is digital marketing?

So what exactly is digital marketing? Although many small businesses recognise that they need digital marketing, many do not know what methods of communication are employed as part of an effective digital media strategy.

From blogs, online advertising, and SEO website content, thorough to social media, email marketing, and PPC (Pay-per-click) there are a whole host of innovative forms of digital communication that can be used to engage with your target market.

You can engage with your target market in real time

As an aspiring entrepreneur or new business owner, you will quickly realise that networking is everything when it comes to raising awareness of your product or service.

From connecting with customers and investors, through to engaging with potential partners and other businesses, there are a whole host of digital marketing solutions that will allow you to connect with the right people, at the right time.

Embracing a number of platforms that have the ability to help you to maximise exposure, digital marketing will allow you to reap the many benefits that come hand in hand a number of digital channels.

Embrace social media channels

Today, the majority of us are permanently attached to our smart phones ad tablets. And, with more people than ever before communicating, shopping, and connecting using social media, it would be foolhardy not to utilise these platforms and channels of communication as part of your digital marketing strategy.

The power of social media certainly should not be underestimated or ignored. Allowing you to connect with people that are genuinely interested in your brand, ensuring that you have a credible presence on all social media platforms is a great starting point when it comes to building relationships, managing your reputation, and of course, spreading the word about your products or services!

Some of the most popular social media platforms include Instagram, Facebook, Twitter, and Pinterest. Just remember, as a general rule of thumb, it’s definitely a case of quality over quantity when it comes to sharing content on social media. So, if you haven’t got anything good to say or share, simply don’t post it!

Whether you use social media to acquire new clients or to gain a credible online presence, digital media will allow you to directly target your audience based on the country they live in, their age, and their interests.
Embrace social media channels

Today, the majority of us are permanently attached to our smart phones ad tablets. And, with more people than ever before communicating, shopping, and connecting using social media, it would be foolhardy not to utilise these platforms and channels of communication as part of your digital marketing strategy.

The power of social media certainly should not be underestimated or ignored. Allowing you to connect with people that are genuinely interested in your brand, ensuring that you have a credible presence on all social media platforms is a great starting point when it comes to building relationships, managing your reputation, and of course, spreading the word about your products or services!

Some of the most popular social media platforms include Instagram, Facebook, Twitter, and Pinterest. Just remember, as a general rule of thumb, it’s definitely a case of quality over quantity when it comes to sharing content on social media. So, if you haven’t got anything good to say or share, simply don’t post it!

Whether you use social media to acquire new clients or to gain a credible online presence, digital media will allow you to directly target your audience based on the country they live in, their age, and their interests.

You can identify and understand your audience

The key to a successful digital marketing campaign is understanding your target audience. And, unlike conventional forms of marketing such as sponsorship and print advertising, digital marketing is a great way of collecting a broad range of data about your target market.

For example, by setting up analytics on your website, you will be able to access data that highlights how long your customers spend on your page, as well as the sites they visit after spending time on yours.

There are an extensive range of sophisticated analysis tools that will give you an insight into the needs and requirements of your target market, allowing you to market your product or service effectively.

But that’s not all… there are also a number of digital marketing solutions that can be used to predict the future actions of your target demographic too! This will allow you to boost retention rates, whilst ensuring that all of the components are in place to capture your audience when the time comes.

Cost effective

Due to its versatility and power to connect and engage with a worldwide audience, digital marketing is far more cost effective than traditional marketing – great news if you’re a new business on a limited budget!

Optimise conversion rates

Digital marketing will not only allow you to increase engagement rates, but it will also allow you to optimise conversion rates too!

There are a number of tools that will allow you to measure the success of the incoming traffic to your site. This means you will be able to determine the traffic that is converted into subscribers, sales or leads, as well as look at areas of improvement.

Earn people’s trust

Millions of people, in all corners of the world engage with social media platforms and other digital channels.

And, an increasing number of people are now connecting and engaging with their favourite brands online! So, as a new business, this offers the perfect opportunity to collect as many testimonials and reviews as possible about your product or service.

People trust people and when it comes to considering whether or not to purchase a particular product or service. In fact, it’s often the case that many people will base their decision about your brand based on what others have said.

Above all, building your brand through effective digital marketing will not only allow you to maximise exposure, but it will also allow you to inspire action and expand your reach to new markets, in all corners of the world, 24 hours a day, 7 days a week.

After all, digital marketing is an important step for any business, regardless of their size or status. Oh, and if you stand any chance of staying one step ahead of your competitors, it’s certainly worthwhile recognising the significant role digital marketing can play when it comes to growing your new start-up!

Embrace Digital for your Startup!

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

26 May

4 ways to accelerate growth with effective digital marketing

Start up Business? – Here are 4 different ways to accelerate growth with effective digital marketing

As technology continues to advance at an unprecedented rate, more business than ever before are recognising the advantages of investing in digital marketing in order to accelerate growth opportunities in the digital world.

And, this is particularly the case for start up businesses looking to extend their reach, connect and engage with new audiences, and generate awareness on a wider scale.

Providing the perfect opportunity to communicate with your target consumers, in all corners of the world, 7 days a week, 24 hours a day, it’s no surprise that digital marketing is now recognised as one of the most effective and powerful communication tools.

If you’re a start up business and you’re looking to enhance your digital marketing campaign, we’ve created a helpful guide outlining 4 different ways to accelerate the growth of your brand by implementing a digital marketing strategy that meets your core business objectives.

Optimise your landing page

In today’s ever evolving digital world, it’s vital that you recognise the relevance and importance of investing in a website.

If you don’t, it’s highly likely that you will be left behind, as more people than ever before are shopping, communicating and engaging online. But, it’s simply not enough just to have an online presence.

In an over crowded digital world, it’s equally important that you optimise your landing pages in order to give you the best possible chance of being seen. A landing page that has been optimised will not only optimise traffic and conversion rates, but it will also help to increase sales.

This can be achieved by implementing a number of key digital marketing strategies that have been designed to remove distractions, capture user emails and deliver clear and concise messages in the most effective manner.

So when it comes to the design of your landing page, make sure there is an option to capture your customers email address as this will allow you to instantly convert your visitors into a potential leads. Many start up businesses offer visitors an incentive to reveal their email address. And remember, visitors to your site will already be interested in investing in your product or service, so this strategy is a great way of capturing highly targeted leads.

Create an easy to navigate website

The key to retaining visitors to your website is to create a user friendly landing page that has the ability to instantly capture the attention of your target market.

Populating your website with too many ads and too much information can be extremely off putting to visitors, and can actually deter them from investing in your product or service.

Instead, you should opt for a site that is clear, concise and easy to navigate. But that’s not all, you should also include clear call to actions that inspire visitors to invest in your product or service.

It’s equally important that visitors understand exactly what product or service you are offering from the second they visit your website. So make sure the quality of the writing and visual images populating your website are up to scratch. And, as a general rule of thumb, you should adopt the approach that less is more!

The content you use to populate your website should also be relatable and inspire action. This is a key component in any digital marketing strategy and you should take the time to understand how your target market prefer to consume information, as well at the platform this use the most.

Tone of voice is also important and this should reflect your brand identity, ethos and philosophy. If it doesn’t, it is highly likely that your target market will disengage with your brand.

Getting your strategy right is key to every digital marketing campaign

There are a whole host of effective digital marketing tactics that are perfect for complementing and enhancing a wide range of targeted digital strategies.

Allowing you to target and engage with your ideal customer profile, online behavioural advertising and influencer marketing are two of the most effective online marketing tactics.

Online behavioural advertising is a popular marketing method that involves collecting relevant date over a period of time. The data is then used to deliver targeted advertising campaigns that have been carefully selected to appeal to the specific preferences and interests of the type of customer visiting your website. You can also implement this marketing tactic on social media platforms such as Facebook, in order to maximise impact and engagement.

Of course, although implementing an effective SEO strategy is imperative, opting for a Pay-Per-Click strategy is even more important when it comes to utilising the power of digital advertising.

Then there’s Influencer Marketing. This tactic targets the node rather than the individual and is often used to reach your target market through Customer Relationship Management and paid advertising.

Stay in tune with digital trends

The digital world is constantly evolving and growing. With this in mind, if you stand any chance of standing out from your competition and growing your business at a rapid pace, it’s vital that you keep up to date with the latest digital trends.

This will not only prove instrumental when it comes to implementing an effective digital marketing strategy, but it will ensure that you are utilising every strategy and platform available.

At the moment, there are a whole host of relevant digital channels that have proved fundamental in the success of many start up businesses. And, don’t be afraid to try new and exciting strategies as part of your in integrated digital campaign!

For example, video content has continued to prove influential when it comes to adding a new dimension to many digital marketing campaigns, especially when it comes to connecting and engaging with consumers of all ages.

In fact, according the recent statistics published in the media, over 8 billion videos are viewed on social media platforms such as Facebook every single day. And with industry professionals predicting that high impact video content will account for 80% of Internet by 2019, now is the perfect time to invest in video.

And, there are lots of ways that you can make video content work for your brand, especially when it comes to delivering your brand’s core messages. However, if your budget doesn’t quite stretch to video content just yet, there are other ways that you can increase engagement and maximise awareness.

You can do this by making sure your brand has a prominent presence across all social media channels. Social media offers the perfect opportunity to initiate some creative digital marketing that is sure to grab the attention of your target market.
Above all, the digital marketing arena is now more powerful than ever before, and should be a key strategy employed by every start up business when it comes to extending your reach and maximising exposure.

After all, there are no other communication tools that will allow you to remain connected with your target market, 24/7, right?

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

13 Oct

5 Things to Consider when choosing a Social Media Management Agency

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There’s no denying that the digital world is growing at an unprecedented rate. With this in mind, it’s more important than ever before that companies of all shapes and sizes grow their business on line.

This begins with ensuring that you establish a strong online presence. There are a whole host of social media platforms that will allow you to connect and engage with mass audiences, in all corners of the world, 24 hours a day, 7 days a week.

This will allow you to connect with the right people, raise awareness of your brand, inspire action, and increase sales. More people than ever before are using social media to reach out to new, existing, and potential audiences, so if you stand any chance of gaining a credible online voice, it’s important that you embrace these powerful channels of communication.

Of course, when you’re busy running your business, it can sometimes be difficult to keep your social media channels updated with engaging contact that will inspire engagement and interaction. A lot of businesses also struggle to update their social media platforms with highly targeted content that achieves optimum results.

But this is where a professional social media management agency comes in…

There are thousands of social media management agencies out there, and choosing the right one for your business needs can be a minefield. After all, if you choose the wrong company, this could have a huge impact on the success of your social media campaign.

If you’re struggling to choose a social media agency – you’re in the right place. We’ve created a helpful guide outlining 5 things you should consider when choosing a social media management agency in Leicester.

 

Do they have a proven track record?

 It’s very easy for an agency to tell you how good they are but do they have a proven track record?

If an agency is good at what they do, they will be more than happy to share case studies of recent projects they have worked on. With this in mind, you should always ask to see links to social media campaigns that the agency is currently managing for their clients. This will give you an idea of the results they are able to achieve and whether or not the results achieved align with your individual business goals! If they have a website, check if they have listed testimonials on there too!

 

Has the agency made an effort to understand your business goals and objectives?

If an agency is committed to helping you to grow a strong social media presence, they will make an effort to understand your business goals and objectives from the offset.

This is important as it will allow the agency to create a tailor-made strategy based on your business targets, especially when it comes to expanding your reach online.

 

How will they measure the success of the social media campaign?

 Once you hire a social media management agency to update and manage your social media accounts, it’s important that you are both on the same page when it comes to setting out tangible performance indicators.

This will allow you both to measure the success of the campaign and evaluate different aspects of the campaign. So when you make initial contact with an agency, ask them how they plan to measure the success of the social media program they initiate.

Examples of success metrics include social media reach, social media engagement, social media growth, lead generation and website traffic. The social media agency should always have a clearly defined plan.

 

Do they have experience working on social media campaigns in your industry?

This is an important question to ask as they if the company has experience leading social media campaigns in your sector, the more likely they are to achieve the results you want. After all, it’s important that the agency understands your target audience and market.

 

Ask the agency if they outsource their work?

It’s understandable that you will want to know who is managing your brand and monitoring your social media platforms, right?

With this in mind, before you commit to a certain agency, check whether or not they will manage your account in-house or whether they will outsource the work. If they are outsourcing the project, you should steer on the side of caution, as an agency that becomes the ‘middle man’ can quickly run into problems.

 

 

05 Oct

How to get the best out of your web design agency

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When it comes to bringing an external agency in to handle an aspect of your business such as your website, it can go one of two ways. You’ll either have an incredible experience and be thrilled with the work, or you’ll find yourself wishing you’d never agreed to work with them in the first place – you’ve probably heard plenty of horror stories, right?

But it doesn’t have to be that way! If you approach the project in the right way, there’s no reason why you can’t build a positive relationship with your agency and have a stress-free, even enjoyable experience.

As web designers in Leicester, we have plenty of experience when it comes to working alongside clients, and we’d like to think that building strong, positive relationships with them is what we do best!

So, here’s our guide to how to get the best out of your web designers in Leicester and beyond…

 

Know what you want

Having an idea of what you’re looking for will save you (and your web designer) time, money, and frustration. Do some research – what sort of colours do you think work well together? Have you seen any other sites that you really like? The more information you can give your web designer the better.

After all, the options in web design are endless, so if you don’t really know what you want, it could result of weeks, months, even years of tweaks and changes until you are happy. And that’s not productive for anyone!

 

Define your target audience

From the moment you begin your project, make sure the web designers really understand your target audience.

Remember that, if your designers don’t truly understand the target audience, they could quite easily present the site in the wrong way. Just because you are incredibly familiar with who your audience is, doesn’t mean that your web designer will be after you’ve thrown a few key words at them – it’s your job to make sure they understand.

 

Communication

 In any relationship, communication is key. And this is certainly applies to working with your web designers in Leicester!

Being clear and concise with your ideas is absolutely vital. If your web designer is going to stand any chance of interpreting the brief properly, you’ll need to ensure that you articulate your goals and objectives effectively.

Make sure that you check in with them on a regular basis (without seeming like you’re checking up on them, of course!) and make sure that you always respond to their communications. Let’s face it, if they’re asking you for information, it’s probably crucial to the progress of the project and failing to respond will simply hold everything up.

 If you have any concerns or queries, just speak up and raise them, rather than waiting until the end and being disappointed with the end result. If you don’t like something, think about why you don’t like it, and make sure you communicate that clearly. Constant, clear, two-way communication will make the process smooth and stress-free for everyone.

 

 Deadlines

 Deadlines are essential in any web design project and it’s vital that they are adhered to by both sides. So, before you start, agree on a timeline that both parties will stick to.

Whilst many clients think that it’s just the designer that needs to stick to deadlines (they’re the paying customer after all!), if you aren’t able to provide approvals, information, or content by an agreed deadline, you risk holding the project up considerably.

And if something feels like it’s taking too long, ask your web designer why – something that seems simple to you might actually take a lot of time and work!

 

Don’t Rush 

Whilst it’s important that your web designers meet your deadlines, it’s also important, as the client, to remember not to rush them. After all, this can impact on the quality of the finished product.

So, whenever possible, give your web designer as much time to complete your project as possible (within reason, of course!).

 

Build an on-going relationship

 Many business owners hire a web design agency to design or redesign their website, then sign off the job, pay the bill, and walk away.

But to get the best possible results from your site, it’s important that you invest in an on-going programme of development. So stay in touch with your web designer and implement a programme of long term refinement and development that will not only ensure that your site is constantly optimised, but will also mean that you avoid the substantial cost of a complete redesign.

30 Sep

Why you should hire a professional website design agency

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It’s more important than ever before that businesses recognise the importance of investing in an online presence.

Over the past decade, the digital world has continued to expand at a rapid pace, paving the way for a whole host of opportunities when it comes to connecting and engaging with new, potential and existing audiences around the world.

After all, the digital world never sleeps. Instead, it allows businesses to connect and engage with their target market 24 hours a day, 7 days a week.

With this in mind, it’s important that any business that wants to grow their business online, invests in a professional website that will become a leading source of information and engagement.

If a business doesn’t invest in a presence online, they risk losing potential customers, especially as more customers than ever before are shopping, communicating and interacting online.

And when it comes to designing your website, it’s important that it is engaging, interactive, responsive and of course able to drive traffic. A professional website design agency can help you to do just that.

We’ve created a helpful guide outlining why you should hire a professional website design agency…

  

Search Engine Optimisation

It’s not only important that your website looks good, it’s also important that it is able to be seen. After all, there’s no point in populating your site with high impact visuals if no one is going top see them, right?

A professional website design agency will be able to ensure that your website is SEO enriched, ensuring that it ranks highly on search engines such as Google! This is important, as if your customers are not able to find your site easily, you will not achieve the results you are looking for when it comes to engagement.

 

Bespoke Design

A professional website design agency will ensure that the design of your website reflects your brand’s identity, philosophy, values and ethos.

This is because a professional website designer will be able to design your new website based your individual requirements, after carefully evaluating the products and services you provide.

Unlike many DIY site builders, a professional web designer is not limited to certain templates and designs, allowing them to map out and design your site based on your bespoke requirements.

 

High Impact Visuals

In a competitive online community, it’s important that your website looks the part visually.

A professional website designer is highly skilled when it comes to maximising the visual impact of your website by ensuring that your website’s colours, graphics and navigational components are use-friendly.

It’s important that visitors to your site enjoy using it, and that they are able to find what they are looking for quickly and easily! A poorly constructed website that fails to inspire action or engage with your customers is never going to win you clients.

 

Embrace the latest technology

Technology changes on a daily basis, as new and exciting technologies are constantly populating the web.

Professional website designers are constantly in tune with the latest ways to attract visitors to your site. This is because they always embrace the latest trends in order to ensure the optimal success of your site.

A professional website designer will also use the very latest software applications, and will be able to help out with hosting, email, domain as well as general IT services.

 

Maintenance service  

Once you are happy with the design of your new website, it’s important that you keep it updated on a regular basis. This means it will require continual maintenance to ensure that it is always performing to the highest standard.

A professional website design provider will also offer maintenance service that will ensure that your website is kept up-to-date with fresh content. This level of on going support will allow you to make sure that your website is compatible with all devices, and performing the highest possible standard.

Remember your website is the face and voice of your company so it’s important that it reflects who you are, what you do and how you want to be seen.

 

This is vital if you stand any chance of giving your business a competitive edge in the digital world

After all, a smart, intuitive and high impact website will allow you to connect and engage with the right audience, in all corners of the world, 24 hours a day, 7 days a week.

16 May

A “go to” gardening resource prepares to launch their brand new website with a little help from Digital Ethos

A “go to” gardening resource prepares to launch their brand new website with a little help from Digital Ethos

Having joined forces with digital marketing company Digital Ethos, a new gardening resource, GoTo4Gardening, is preparing to launch its brand new website – a unique platform that provides a whole host of gardening related hints, tips, and advice.

The brainchild of Jack Haffner, GoTo4Gardening is an online gardening resource that provides access to the very latest advice, information, and gardening news, allowing users to reap the benefits of a reliable resource aimed at garden enthusiasts of all ages and abilities.

Designed to break down social barriers and bring people together through shared interests and hobbies, the launch of GoTo4Gardening will aim to unite gardeners from all social backgrounds who have one thing in common – a passion for gardening.

 

Jack Haffner, Founder of GoToGardening.co.uk said: “We decided to launch GoTo4Gardening as a gardening website that will make a difference and bring people together. We have therefore created a website that is not only a mine of gardening information, but it also has sections such as “Our Community”, where people can get together to start and manage projects such as cleaning up their local park, or helping elderly or disabled members of the community with their heavier gardening chores.

“We have a free Classified section where gardeners can buy and sell both new and used garden equipment, and of course we have a members forum where members can discuss gardening issues, and post comments.”

From seeking advice about the black spots on your roses to selling your lawnmower, GoTo4Gardening is a user-friendly platform that allows users to learn invaluable skills, expand their gardening knowledge, and even access insider inputs from a host of outdoor experts.

Jack added: “I found Digital Ethos whilst surfing the web looking for a comprehensive online web build and marketing solution for my employer. I was so impressed with their attitude, experience, and geniality, that I decided to use them to launch my own project GoTo4Gardening.”

With offices in Barnsley, Leicester and London, Digital Ethos is a digital marketing company that has vast experience in providing engaging and fully responsive website and marketing solutions to a wide-ranging client base, across a whole host of specialist industries.

 

Chris Ward, Technical Director at DigitalEthos.net said: “We have worked with Jack and his company for quite some time now and have enjoyed watching the concept behind GoTo4Gardening come to life. As part of this project, we were asked to deliver a website build and marketing plan for GoTo4Gardening. We loved the idea behind GoTo4Gardening right from the start, and our aim was to translate the concept of the business into an easy-to-navigate website that reflected the brands identity and ethos.

“Above all, we pride ourselves on delivering an efficient, effective and high quality service that focuses on establishing strong relationships with each and every client we work with. This is important to us and an area of our business that we will not compromise on.”

GoTo4Gardening.co.uk has just launched and with a clear sense of direction and endless enthusiasm, the online resource looks set to connect with and resonate with a diverse range of garden enthusiasts.

18 Mar

5 Tips to help you stand out online

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In today’s increasingly digital world, it’s vital that your brand stands out online. But, with so many companies and messages competing for the attention of your target audience, how do you ensure that your online presence really stands out from the crowd?

Here are our top five tips to ensure that you stand out online…

  1. Optimise your website

 So you’ve created an amazing website, you’re pretty proud of it, and rightly so! But what use is having an all-singing, all-dancing website if no one’s going to see it? Ensure that your website is fully optimised to help people find you, and fast. This can be done by incorporating SEO elements such as meta tags, key words, and links.

As a leading SEO agency in Leicester we can help you optimise your website, ensuing that you stand out online.

  1. Embrace social media

 Social media is an incredibly useful tool when it comes to spreading the word about your brand and your services. But there’s no point in having social media accounts if they are laying dormant. So embrace social media and make sure you regularly post, share, and interact with your audience.

  1. It’s all about SEO

Search Engine Optimisation can help you to gain leverage in search engines such as Google – helping your business stand out online. However, contrary to popular belief, SEO is about so much more than littering your website with keywords. It’s an ever-evolving, long-term process, which requires a strong strategy and an in-depth understanding of the current search engine environment.

With this in mind, to ensure that you see the best possible results, it’s well worth seeking the advice of an experienced SEO consultant. An SEO agency in Leicester we are skilled and experienced when it comes to all areas of SEO – get in touch today to see how we can help you stand out online!

  1. Blog, blog, and blog some more

If your business doesn’t already have a blog, set one up – immediately. Blogging creates new content for your website, and this content not only attracts visitors, but also keeps them on your page for longer. For maximum impact, you should update your blog once or twice a week – this will show that your company is active and has valuable information to share.

  1. Invest in PPC

 Pay Per Click advertising is another great way to drive traffic to your site and boost your online presence. In fact, it’s one of the quickest and most controllable ways to get your business in front of people who are looking for your products or services.    But, as anyone who’s tried it will know, embarking on a PPC marketing campaign without the right knowledge or experience can turn out to be an extremely expensive and time consuming task, offering very little return!

As a leading PPC agency in Leicester, we are perfectly placed to plan you PPC campaign. Get in touch today to find out how we can help you!

17 Apr

Can Any Inbound Linking Hurt My Ranking?

In light of the current information available online it is easy to presume that inbound links are the holy grail when it comes to your search engine ranking. Oh if it was only that simple. While inbound links are undoubtedly a great help when it comes to the searching and indexing of data there are also bad links which can now prove detrimental to your ranking and should be avoided at all costs.
If you have had the same links in places for a couple of years then it’s time to get them checked. The search engine algorithms are almost unrecognisable from the way they worked only 5 years ago and those old, out date links could now be doing you more harm than good. It is well worth your while getting an expert to look over these as with the landscape changing so much you may change them yourself to find they are still past their sell by date.
Google have long cottoned onto the fact that website owners were pushing in as many links as possible to raise their rankings. They classed this as ‘false popularity’ in that nobody had actually found the site useful and created genuine links to it. The updates they have employed over the last couple of years have aimed at bringing up better and altogether less ‘spammy’ results and if you have found yourself slipping down the rankings due to these changes those links need addressing. The last thing you want is spam driven links leading to your website.
It isn’t difficult to spot a dodgy link, even for a complete amateur. Have a look at the sites where the links are coming from and see if they are of poor design in that their purpose is not instantly clear. Also check that the links aren’t coming from unsavoury sites. For example if you have a floristry website you don’t want a link coming from a porn site!
Links should never come from non-relevant sites as in the world of SEO a link is effectively a yes vote so relevancy is vital. If you have ever paid for a link at any time in the past get rid of it now! If Google hasn’t picked up on it already you can bet they soon well so instant removal will protect your site from plummeting down the rankings faster than skis on ice.
If you thought keywords were dead and buried as far as SEO were concerned think again. They have merely shifted position and should now be found within the links. Keyword rich links are best left to the experts rather than trying to think of the terms you would personally search for.
The latest Google guidelines regarding good links are pretty self explanatory;
• Links you don’t control
• Editorial links
• Links you don’t know you have
All of the above get the thumbs up from Google, now its up to you to ensure your site is ticking all these boxes.

17 Apr

The Importance of Anchor Text in Back-links

We all know the important role link building plays in SEO, the more links with anchor text the better right? Well, yes and no. There is a lot of confusion currently regarding the importance Google places on anchor text within back links and if you aren’t an expert it can make pretty difficult reading. It makes sense to start at the beginning and see what Google themselves derive as the relevance of a link and the text it contains.

As Google view links as votes of approval specific, rather than generic, keywords which are relevant to the area of your site to which the links are pointing is essential. The web page the link arrives at should have been optimised in terms of the keyword phrase included in the link. An SEO expert can do this quickly and easily, to an amateur it can all seem a bit confusing.

Logic plays a big part in ensuring your back links contain the anchor text to reap the maximum benefit. As Google have decided that a large portion of their search algorithm will focus on inbound links they are counting each one as a vote of confidence from the source of the link. By analysing all the constituents of a link and where it comes from enables them to determine the specifics. This is turn allows them to gather much more detailed information about the ‘vote’ being cast.

There are really only two common elements in this process; the web page the link is going to and the anchor text within it. It is due to this process that is it so important to get that anchor text spot on. If such a thing as link popularity didn’t exist every anchor text used to create a link would be representative of the content of the website,but as we know this is simply not the case.

In short, Google uses the link to assume a vote is being cast for a website, or rather a specific web page, and the anchor text tells them why the vote is being made. That’s not the end of the story however. Due to link exchanging and artificial inflation of popularity Google no longer stops at anchor text when it comes to validation. It now examines both websites in order to qualify the link, thus emphasising the importance of relevant anchor text and effectively bringing down the curtain on spam links.

Digital agencies who this type of work on a daily basis are the best people to check over all links and anchor text attached to your site. Keeping up with Google’s habit of constantly changing the goal posts is best left to the experts. You can easily find yourself getting bogged down trying to bring both your links and anchor text up to scratch. Valuable time which could be better spent elsewhere.

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