Top Tips for Online Marketing

October 20, 2020
Tom Steward

Online marketing campaigns can lead to great returns and a flow of new clients and new revenue for your business, but they can also be pits you just throw your hard-earned money into. Good research, understanding results and keeping on top of your marketing efforts can lead to a positive return on this investment.

I’ve put together 3 key areas you can look at to help improve your online marketing. 

Make it a positive user experience

Do you have a current, fast-loading, mobile friendly website?

This is number 1 when you’re doing any marketing as it can have a major impact on the results you achieve. That’s why I’ve placed it first.

Your website needs to provide a positive user experience. Lookers and bookers know what they like, are spoilt by the experiences they have on the big brand websites which are always evolving their user experience and website interactions day-by-day to bring about a perfectly seamless experience. We all love to use a great site. The likes of Spotify, Netflix, Airbnb, LinkedIn and many other global sites spend fortunes perfecting their user experience and that makes us all, as users, savvy to what we call a “great site experience”.

On the downside, if your website is clunky, slow-to-load and lacking important content or user flows you can be turning a lot of website visitors away and losing valuable revenue.

Consider getting a review of your website to identify any problem areas that might exist which can then be fixed so your marketing efforts achieve better results.              

Find out what’s going on

If you have a paid Google or Social marketing campaign underway, then get into your Google Analytics and see what’s going on. It’s important that you know what results you’re getting from your marketing spend – both good and bad. If your marketing traffic is hitting your site and leaving without any engagement, there are a few things you could look at as potential causes:

  1. Your advertising might not be reaching the right audience. Check that your audience research was done before setting up the campaign and whether it meets your target market and goals.
  2. Your ad message might be wrong.  Consider what your message is and whether it meets the needs of your target audience. You may find you need to rework it.
  3. Your website may be difficult to use or not delivering the right content quickly enough. A website review might help resolve any problems here.
  4. Your advertising could be driving visitors to the wrong information on your website. Rather than just send users to your homepage and hope they find the information they’re looking for, build a landing page on the site that delivers the right content in the best way, in the fastest time. 

The low-down on Google Ads

Managed well, Google Ads can deliver great results, but poorly managed ads will drain your budget with little or no return. There are several things to watch out for, but these are the main ones you should get right:

  1. Thorough research into the key search terms and key audiences for the product or service that you are promoting needs to be done well. This includes understanding your competitors and their key search terms and who else you might be competing with for the same audience.
  2. You’re marketing into a field where the competition is fierce, and you simply might not have the budget to beat the others in the bidding for your ads to show. In this case you need to consider revisiting the research and looking into niche markets where you’ll be able to get some return.
  3. Getting your daily budget spend right is critical. Too low and your ads will appear a minimal number of times or not at all. Google will always show those that have the best budget and best bidding first. So, if you don’t have the budget your ads will just not show. 

Remember that advertising with Google Ads is a bidding war with your competition who are going for the same audience and promoting a similar or same product or service. Whoever has the bigger budget and is willing to spend more per click (PPC – Pay Per click) is going to win every time. 

So, it goes back to your research. If you have a good team working with you, they will look for longer tail search terms and niche markets that are not in the main bidding frenzy and will give you better returns and often using a smaller budget. 

Final point

Just remember that with any marketing you have in place you need to measure, review, tweak and then repeat. Whether you have someone damn good doing it all for you or you're managing it all yourself it’s important to stay ahead of the game, measure your results and make any necessary changes so that your spend returns an increase in clients and business. 

We're happy to chat about your website or your marketing if you feel you’re just not getting the results expected so reach out to us if you want.

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