Digital Know How

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Online marketing

Tagged as: GuideMarketing

Marketing online

The UK has the highest percentage of ecommerce users in Europe. With 81% of individuals buying online in 2015, the opportunity ecommerce presents to your organisation is huge.* Tap into this growing audience and strengthen your brand by taking advantage of cost-effective digital marketing opportunities.

 


  • The benefits
  • How to do it
  • Case study
  • Useful links
 

The benefits

Broaden your reach and exposure

Target a larger audience and create more interest in your company, helping boost sales or donations through your website, as well as through traditional channels, such as phone or in-store.

Gain valuable insight with clear, measurable results

Measure the results of online marketing campaigns with far greater accuracy than many traditional marketing channels by using the analytics tools provided by many online advertising platforms, such as Facebook Insights and Google Analytics.

Easily target specific customer groups

Direct your company's message to specific markets in a way that isn't possible through broader marketing methods, such as print or TV advertising.

 

Save money with free or cost-Effective online marketing techniques

Take advantage of free and low-cost online marketing opportunities, which allow you to:

  • Manage costs more effectively - Since targeting customers and measuring results is so precise via online channels, you can maximise your ROI.
  • Reach a large audience for relatively low costs - Social media and the potential for 'viral' marketing, where people share messages from your brand with their friends for free, makes it possible to gain a lot of exposure for relatively low costs.
  • Reduce your dependence on advertising agencies - Unlike with many traditional marketing channels, such as print or TV advertising, it's possible to create and manage digital marketing efforts yourself, using your own in-house resource. For example, it's fairly easy to manage Google ads and social media ads yourself, although there is plenty of professional help available.

 

Please note that these are just examples of the types of analytical tools and social media advertising/marketing platforms available and Lloyds Banking Group does not endorse the services they provide.

How to do it

Select relevant online advertising channels

Review the various online advertising platforms available and register for those that will be useful for your company. The different channels will influence the type of creative media you need. Popular types of online advertising include:

  • 'Pay-per-click' (PPC) adverts, where you pay a specified amount each time someone clicks on your advert. Examples include: BingAds, Google Adwords
  • 'Cost-per-action' or 'Cost-per-acquisition' (CPA) adverts, where you pay a specified amount each time someone clicks on your advert and then completes a certain action (i.e. buys something on your site). So you only pay for the ad when you get a sale.
  • Display advertisements, which are visual adverts that usually appear as a banner or sidebar image on related websites that your potential customers visit.
  • Social media advertisements which appear to individuals in your target demographic on social media websites, such as Facebook Ads†, Instagram Ads† and promoted Tweets†

  • Affiliate advertising, where you pay other website owners a commission on any sales of your products/services that are made via their website.

 

Create or buy media

Create marketing artwork and copy using your own in-house resource or by commissioning the work through graphic designers, copywriters, web developers or full-service digital marketing agencies.

Optimise for Search Engines

While paying for online advertising is effective, ensure you also maximise the 'free' opportunities - such as creating and maintaining quality, relevant content on your site. If your content has words or phrases that customers are looking for, a search engine like Bing, Google or Yahoo will be more likely to prioritise it in search results. For more information, see our guide on improving search engine ranking

Use social media to market your business

In addition to paying for social media advertising, use your company's social media profiles for subtle brand promotion.

  • Participate in conversations with your customers and supporters by using hashtags on Twitter, such as the 'Follow Friday' hashtag, #FF, which allows users to promote each other.
  • Gain more followers and engage your existing audience with exclusive offers, competitions and giveaways.
  • Boost your reputation by using social media to provide excellent customer service.
  • Consult our guide on using social media for more information

 

Market your organisation via email

Keep your target customers updated on your latest products/offers and drive traffic directly to your site by sending out emails on a routine basis. Sending can be automated by using a third-party email marketing service, such as Constant Contact or MailChimp.

†Please note that these are just examples of the types of advertising/marketing platforms available and Lloyds Banking Group does not endorse the services they provide.

Case study

Mortimer House Holiday Lettings

“In days gone by, businesses like ours relied mainly on location, as well as recommendations and word-of-mouth. While all of those things are still very important, a good online presence is the absolute key to showcasing what we have to offer to as wide an audience as possible.” John Mason, owner.

www.mortimerhousecrickhowell.com

http://www.facebook.com/Mortimer-House-355812677906480

About Mortimer House

After retiring from a career in business, John Mason began a two-year restoration project on his family-owned property in picturesque Crickhowell. With the renovation complete, Mortimer House opened its doors to the public offering five-star luxury serviced apartments to holidaymakers. Following the launch of the business, John and his wife Natasha quickly recognised the importance of focusing on their online presence in order to fully reap the benefits of the valuable lettings market.

The first and most obvious step for the pair was to set-up a website for Mortimer House, offering a range of information on and photographs of the apartments. Helping to optimise search engine optimisation, the website effectively highlights the property to those planning a holiday in the Brecon Beacons.

This was followed by maximising convenience for potential guests by securing an online booking facility via AirBnB. This process was again aided by John’s business experience, and his knowledge that robust audience research is the key to any successful strategy.

Success Online

The strategy seems to be reaping benefits:

  • Increased bookings online
  • Maximising occupancy via website
  • Ability to monitor competitors, offers and technological changes

Quote

“Everything we do is reviewed in the context of what it means to our audience, and we always choose routes which are relevant to them. One of our biggest key messages is the point of difference that we offer. Our apartments are large enough to accommodate entire families. It’s vital for us to showcase that real ‘home-from-home’ experience that not all of our competitors can offer.”

Useful links

For further information about marketing online, you can visit pages listed below.

Clicking on these links will take you to pages on other websites.

Marketing:
www.enterpriseitguide.com/sales--marketing/

Promoting your business using email:
www.enterpriseitguide.com/sales--marketing/promoting-your-business-using-email/

Online advertising:
www.enterpriseitguide.com/sales--marketing/online-advertising/

Location-based marketing:
www.enterpriseitguide.com/sales--marketing/location-based-marketing/

Get certified by Google at The Digital Garage with free online courses:
https://digitalgarage.withgoogle.com/certification

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