May
01
Pay per Click

A-Z of Marketing: Pay Per Click Advertising

May 1, 2015 8:13 am Published by Comments Off on A-Z of Marketing: Pay Per Click Advertising

Pay Per Click (PPC) is a way of advertising your business in a prime position on search engine websites. When a user types in something related to your business that matches the selection of keywords used, your advert will appear at the top, or to the right of, the search results. When someone clicks on your advert, you pay the advertiser a set amount of money. Although it does cost, it’s a great way of getting your business in the spotlight and knowing that the people that click on the advert are the people that are going to be interested in your products and services.

What you need to know about PPC

  • You, the advertiser, have control over where your ad is placed and who it should be targeting. When the ad is clicked, traffic is sent to your website and you pay for the privilege.
  • You must choose your own keywords and then place bids on them when setting up a PPC campaign. The search engines will then use them accordingly.

With this in mind, it’s obvious how important it is to get the details of the ad right; that is the keywords used, audience parameters set and the copy in the advert itself. One slip up and you could be advertising to an audience that will have no interest in what you do at all which could lead to a chunk of your marketing budget being wasted. The whole point of PPC is to get more traffic and increase your revenue but if a campaign is managed in the wrong way, this isn’t going to happen.

When it comes to PPC, you need to bare these things in mind:

  • What are you willing to spend? It’s impossible to know how well a PPC campaign will work for you but you can estimate what PPC is worth to your business. For example, if two clicks out of every fifty purchase something from you, how much per click are you willing spend?
  • Once you know what you can afford, you can set a daily budget. The beauty of PPC is that your ad will appear until you’ve reached your budget so you never spend more than you want to. It’s completely within your control.
  • You must have exceptional SEO on your website. PPC ads are still subject to ranking so when you choose your keywords it’s going to be no use if they’re not keywords that appear on your website. Be thorough in your research into the best keywords for your business. See our previous blog on keywords.
  • Your ad will include a title, short description, and URL, so make sure you make them count because that’s all that the viewers will see. Ask yourself, ‘Why would someone click on this?’

In essence, you shouldn’t expect to use PPC as way out of all the hard work of building your organic rankings. PPC will only result in increased revenue if it is used properly. The combination of your website, the way you set up the campaign, and the reaction from searchers are all vital in the success of PPC.

If you’re unsure of how PPC will work for your business, we can help. As a Google Partner we are well placed to help you get your Google rankings and PPC campaigns on track. Contact us today on 0330 088 9277 or complete our online form.

Jan
28
Keywords for marketing

A-Z of Marketing: Keywords for Marketing

January 28, 2015 9:21 am Published by Comments Off on A-Z of Marketing: Keywords for Marketing

You could have the most amazing website with content that will hook your customers for life but if no-one can find it, it’s completely useless. That’s where keywords come in. Although they are not the be all and end all of Search Engine Optimisation (SEO), keywords are a vital part of increasing visibility. In their most basic form, keywords will enable new and existing customers to find you by increasing the chances of your website ranking highly when someone uses a search engine to look for your type of business. Here are some things you need to know about using keywords.

  • How to choose the right keywords – Choosing the keywords for your website has a big impact on its success. The right keywords will always relate to your business, what it offers, and the things you want your customers to know about your products. Do your research thoroughly to make sure you make the right organic keyword selections and it’s a good idea to work with an SEO agency that can provide you with guidance and supporting services. Try to think about things from your customers point of view, what words and phrases would they use to search for your business?
  • Use long-tail keywords – Long-tail keywords are phrases rather than single words and they are well worth exploring as part of your SEO. If you can imagine searching for something yourself using Google, it’s likely that you’ll type in a few words rather than just one isn’t it? That means that long-tail keywords are more likely to match up to what someone is typing in a search engine. They will generate more traffic and therefore, more revenue. Long tail keywords are also less competitive if you decided to implement Pay Per Click (PPC) advertising.
  • Google Adwords advertisingPPC advertising from Google is a great way of targeting your desired audience. When someone uses Google to search for the products or services that you offer, your PPC Ad will appear at the top and down the right hand side of the presented search results. The great thing about PPC is that you only pay if people click on your advert and if you’ve got your keywords and your targeting right then the right people will click through to your website.
  • Keep it fresh – If you built your website ten years ago and it still looks exactly same, with no fresh content or keywords, you aren’t going to get very far with it. Keep your competitors, company changes, and marketplace developments in mind when reviewing your keywords and key-phrases to ensure that you are still attracting your ideal customers.
  • Try out tools – Using different tools such as Wordtracker or Google’s own keyword planner could give you a better insight into what words and phrases are popular for your type of industry. These tools are free to use and it may just find you suggested keywords that you haven’t thought of.

The world of SEO is constantly changing so it’s important to stay updated on what’s new and what you can be doing to stay ahead of the game. If you’re not informed on how to better your business through the use of keywords, you can bet that your competitors are. With this in mind, it’s always a good idea to get valuable and professional advice from an SEO expert who can share the latest developments with you so you never have to fall behind and find yourself wondering why others are getting all of your business.

For help with your keywords, SEO, and PPC why not speak to the experts. Contact the team at Ketchup to discuss your requirements in more detail on 0330 088 9277, alternatively, complete our online enquiry form.

Jan
23
The advantages of internet marketing

A-Z of marketing: Internet marketing

January 23, 2015 8:15 am Published by Comments Off on A-Z of marketing: Internet marketing

The number of your potential consumers who use the internet on a daily basis to browse websites, research products, and purchase from businesses, is constantly and consistently increasing. Therefore using internet marketing isn’t just a good idea because of the lower costs and advanced data and monitoring options available, it’s essential to business survival now. Although face to face communication will never fail, using the internet to promote your business can allow you to create and sustain relationships that may never have been possible without it.

Internet marketing offers an opportunity to personalise the way that you communicate with your customers and potential customers online, while managing to have a much bigger customer base than traditional promotion and communication methods would allow.

The advantages of internet marketing:

  • It’s easy all round – Customers can find you quickly, search for what they want without having to leave the comfort of their own homes, and they can even purchase something from you at 3am if they wish. Internet marketing will lead your ideal customers to your website, Facebook page, or other social media platforms even more effectively than a board sign would lead someone to a shop. Targeting options will also allow you to target the exact people or companies that would be interested in what you have to offer.
  • Internet marketing is guaranteed to increase your custom – Why? Because you’ll reach a much bigger audience and they’ll tell their friends and family, who will tell their friends and family…you get the idea. Word spreads much faster when you can promote something with the click of a button at any time.
  • Take it out of the country – You no longer have to stick to your home town. Internet marketing allows you to reach potential consumers all over the globe, so if you want to sell your products internationally, it has never been easier.
  • Save your pennies – As mentioned before, the cost of internet marketing is much lower in comparison to traditional marketing. Yes, it may cost something to get a website designed and you can choose to spend money on social media advertising, but these costs are nothing compared to what you would pay for leaflets, banners, local or national magazine adverts etc.
  • Your customers will feel more involved – The magic of internet marketing will let you personalise your offers to your customers. Most people will ignore generic, mass produced newsletters, but if you send a personalised email with offers that will interest that specific person, you’re much more likely to gain sales.
  • It’s easier to monitor – Whether you use email, social media advertising, or banner advertising, you will get access to useful data which can let you know how your campaign is performing. Open rates, impressions, click through rates, and page views are all very telling and can help you to constantly update and improve your online marketing activity.

The internet and its many benefits are ever changing and it’s guaranteed that the majority of your customers use the internet in some form every day.  Whether it’s on a laptop, mobile phone, tablet, smart TV, or any other number of devices, people are surviving on the internet these days. As a business owner, it’s important to take advantage of the opportunities that internet marketing presents to you. Some small businesses are thriving by using social media sites alone, so imagine the improvement in ROI that you’d see if you were to utilise the many online marketing options that are available to your business. The greatest part of using internet marketing is watching the results happen before your eyes and using it as motivation to do more with your business and see it flourish.

For help with internet marketing, whether that’s the development of a strategy or the execution and monitoring of your campaigns, we can help. Contact the Ketchup team today on 0330 088 9277 or complete our online form.

Nov
28
Google+

A-Z of Marketing: Google+

November 28, 2014 9:43 am Published by Comments Off on A-Z of Marketing: Google+

Google+ seems to have been a bit hit or miss in terms of popularity and utilisation by businesses but those that are not using it could be missing out. If you have never explored Google+, it is used in much the same way as Facebook and Twitter but has been designed with business use in mind, in a similar way to LinkedIn.

Google+ is a social network where your business can gain likes, or +1’s as they are called, and people can keep up to date with developments in your business or industry. You may not see that it’s necessary to use it if you already have Facebook or Twitter accounts, it’s just another social media channel to manage, but Google+ is one of the best tools to use when you’re promoting your business and its user base is continuing to grow daily.

Google+ and Google search results

As a business owner, one of your many goals must be to rank highly on Google searches. When you use Google+ as a way of advertising your business, the posts that you share are indexed in Google’s search engine. Therefore, when someone searches for your type of business in your particular area, it’s likely that your posts will show up if they’re relevant.

So, how do you use Google+ to make sure you rank above your competitors?

  • Don’t just think about it – It may sound obvious but the first and most vital part to using Google+ is to create a profile for yourself and a page for your business. Make sure you utilise all that Google+ can offer, rather than just adding it to the To Do list and then forgetting about it.
  • Generate buzz – Just as you would on a Facebook page, your Google+ page needs to be shared. This means asking your existing circle of friends and colleagues to share posts, encourage others to follow, and engage with what’s happening on the page.
  • Post interesting content – One of the key benefits of using Google+ is the fact that the content that you post will be indexed in Google’s search results and will link back to your company. Make sure that you post articles, blogs, and opinions to boost your online presence.
  • Google authorship – Google+ can really help you to position yourself and your employees as thought leaders. Linking any articles you write to your Google+ personal profile will get you in the search results and get the content that you’ve posted noticed.
  • Use what you’ve already built – If you already have Facebook or Twitter accounts, it’s a good idea to use those to tell people that you’re now present on Google+. You may find that some of the people following you use Google+ more often than other social networks.
  • Learn about your audience – Using a different platform can have all kinds of different advantages. The main one is that you can learn about customers and potential customers; what posts they like, what information they value, and what products they’ll buy.
  • Really stand out – When you’re up and running, try using Google+ Hangouts. These are a great way of starting up conversations with your audience and making a name for yourself within your local community.

The most important thing that Google+ can do for you is give you credibility. Without that, you won’t stand a chance of ranking on any kind of search engine, never mind the world’s most used one. It’s a way of showing people that you’re out there; reaching people you would never normally reach through traditional advertising. With 540 million active users, why would you want to miss out? This social network will only become bigger and better over the years, so start building your presence now.

If you would like to add social media channels such as Google+ to your marketing strategy but don’t know where to start, it might be time to speak to the experts. Contact the team at Ketchup Marketing today on 0330 088 9277 or complete our online enquiry form.

Nov
21
Google and SEO

A-Z of marketing: Google

November 21, 2014 8:37 am Published by Comments Off on A-Z of marketing: Google

As a business, it’s important to have an online presence, but if no-one can find your website it won’t be much use to you. That’s where Google comes in. Thanks to the wonderful invention of search engines, we are now able to search for anything our heart desires and Google will find it.

As the biggest search engine in the world, Google constantly changes and improves the way it compiles search results to ensure that it presents us with the most relevant information. Therefore, if you’re a bridal store in Surrey you will want your website to rank on page 1 in search results when someone types in ‘bridal’ and ‘Surrey’. If this isn’t happening, you may be in trouble.

In the UK, Google is used to search for something around six times per second, and the UK only makes up around 5% of daily searches. The number of websites, blog posts, articles, and other information sources and content available on the internet is staggering, and it’s growing daily, so getting ranked highly is crucial for your business.

How does Google find relevant search results?

I’m sure you can imagine the amount of spam that Google has to try and filter in order to present relevant results to users. In order to do that, Google searches for specific things on websites that link to the searched subject. For example, the website may have certain keywords throughout its content that apply to the search. However, due to new changes in Google’s algorithms, there has to be much more on a business’ website than keywords for it to rank highly.

Search Engine Optimisation (SEO) is highly important to the success of business websites, but it’s an ever changing discipline and, unless you are an SEO specialist, it can be hard to keep up. At the moment Google requires websites to have constant fresh content. This could be in the form of a blog that is updated regularly, videos, or other attractions that can keep customers revisiting your site and encourages Google to index your business in relevant search results. The more genuinely relevant and authentic the content, the higher your business will be ranked in search.

When Google recognises that traffic is consistent, content is fresh, and links to other businesses are trustworthy, you’ll notice a gradual increase in your rankings. However, the way Google searches for the most relevant websites is likely to change and because of this, the best way to keep on top of these changes is to hire an agency that has the most up to date information. Google is the most used search engine on the web so using it to get ranked in potential customer’s searches could make all the difference to your business. Social networks and other forms of advertising will only take you so far and then you have no choice but to let giants like Google do the rest.

If you are looking for help with your website, whether it’s a complete redesign, a design refresh, or attracting quality visitors, the team at Ketchup can help. Contact us today on 0330 088 9277 or fill in our online form and we will be in touch to discuss your requirements in more detail.

Oct
30
Digital marketing

A – Z of Marketing: Digital Marketing

October 30, 2014 5:10 pm Published by Comments Off on A – Z of Marketing: Digital Marketing

Digital marketing is essential to all businesses today. Can you imagine if you didn’t have a website or if customers weren’t able to find you on social media? In this day and age, that would make your business virtually non-existent to your customers.

What is digital marketing?

Digital marketing is the promotion of your products and services using electronic media channels. This can include email, online advertising, SMS, social media, and more.

Digital marketing offers a number of benefits to businesses today, not least the fact that it is easy to measure campaign response and success. Whether you run campaigns through your website, email social media, SMS, or apps, you can collect a huge amount of useful information, and not just around the campaigns’ performance, but also about your customers themselves. We mentioned in our earlier A-Z blog on data about the importance of this information and digital marketing is a prime way of collecting it.

Simply put, digital marketing will allow you to get to know your customers and tailor your offers to suit their requirements.

The relevance of digital marketing to growing businesses

As the digital world continues to grow, we as users take in more and more digital information every day. If you take this into consideration, it’s obvious that digital marketing will be the marketing of the future and will only become more complex as it goes on. Taking only one example, the amount of people that prefer to read the news online instead of going out and buying a newspaper has dramatically increased over the past few years and we’re only going to continue that way. We are becoming and online nation.

Now people buy online more than they do on the high street and more and more people are accessing the internet solely on their mobile device. Customers now do all their research into what to buy via online channels. Online is where your customers are and that’s where your business needs to be too.

As a business that wants to grow, you may be interested in knowing that digital marketing is actually a much more cost effective way of advertising than regular marketing methods and it will reach a much broader audience. Each campaign can constantly be tailored to increase its effectiveness as relevant data such as click through rates, registration numbers, etc… become available.

In a nutshell, ignoring the fact that your business needs to be part of the digital world will do it no good. It’s vital to have a digital presence with the amount of people that use laptops, tablets, mobiles, and other digital devices. It’s as important for B2B organisations as it is for B2C companies. Most households have at least three digital devices that are in daily use so there’s no avoiding the fact that your business will be noticed much quicker by having a digital presence than they would without one. Getting the word out to potential customers has never been easier or more effective, so using digital marketing should really be a no-brainer!

To discuss how we can help you to plan and execute the perfect digital marketing campaign, call the Ketchup team on 0330 088 9277 or use the contact form here.

Sep
06

How to ‘kettle’ hundreds of new customers

September 6, 2012 2:52 pm Published by Comments Off on How to ‘kettle’ hundreds of new customers

Having the best product or service. Concentrating on customer service. Offering the most competitive prices. Working every hour and going that extra mile. You might as well not bother…if potential customers can’t find you in the first place.

Well, Ketchup Marketing is here to make sure they can – in fact, we have a way of ‘kettling’ huge numbers of customers, and then releasing them into your custody!

Time to face the facts

People find local businesses – everything from restaurants to plumbers – on the Internet. 73% of Internet searches are for local businesses. To grab those customers, you have to have a selling website (we can help you there).  And it has to feature strongly in search results, preferably high up the first page. This is vital: 82% of local searches produce a contact with a local business and 90% of searches result in a sale. 

So how do you make sure the crowds find your business? Again, we have the answer.

Ketchup put the kettle on

We’ve launched KCK – Ketchup’s Customer Kettling. It’s a monthly local business search package that gets you guaranteed exposure on Local Results – the most successful search method for customers looking for any type of local business. Customers don’t search for your website, 80% of them go to the search engine, and it finds you for them! So, for a single monthly fee, KCK will make sure you have a strong presence wherever customers are trying to find a product or service locally. KCK includes:

Your own page on Google.

Submission on Yahoo and Bing local referral programmes.

Prominent listings on mobile phones, maps, GPS systems and OnStar services.

Yellow Pages and social network portals and guides. 

KCK also means you can show potential customers your full range of brands and services, your certification and awards, testimonials from satisfied customers (Internet word-of-mouth!) and fast links to your main website. Try getting that into a Yellow Pages advert!

Yours for just £97 per month (+ VAT)

If you’re new to a market sector (or the Internet), if your customers look for specific products or services in a geographic area – tooth whitening in Leicestershire, for example – or you simply want to attract a substantial stream of new customers, talk to us about a 3-month KCK package. It’s an entry level service it terms of cost, but it puts you on Google, Yahoo and Bing. In the second month you can even have videos uploaded on multiple sites, including YouTube.

Our service includes free updates, as long as you are a client, monthly Google Places reporting, special offers added to your Google page, ongoing optimisation and the use of up to 10 stock or supplied photographs.

Click here and discover how KCK can prove to be the most cost effective way of rounding up hundreds of new customers.

 

Hairy spiders ...
Aug
26

Tangled Webs

August 26, 2011 3:38 pm Published by Comments Off on Tangled Webs

I was in Oz recently. While I was exploring the outback (well, out the back of the hotel anyway) I was lucky enough – if that’s the phrase – to meet a hairy old scary. Not a local sheep-shearer dressed as a Sheila; I came face-to-face with a bird-eating tarantula the size of a hand of bananas. And it didn’t look like it was in a good mood. Naturally, I reacted the only way any real man should: I shrieked like a cheerleader and backed rapidly away. As far away as the hotel bar.

After a couple of cold ones – and a good deal of checking that the Hairy One hadn’t followed me back – my thoughts naturally drifted from spiders to webs and from webs to the www.

Navigating the world-wide-web isn’t dissimilar to making your way through Australia.  As long as you’ve a guide – someone with you who understands the local wildlife – you’ll reach your destination and your customers will know where you are and how to find you.

That’s where Ketchup’s Search Engine Optimisation experts come in. They advise you on cunning ways to weave SEO words into your website copy, (we’re doing it now) so people can find you without even knowing your name. They’ll explain the difference between natural and paid types of SEO – and help you avoid some of the beasts: the spammers with poisoned tails, link stealing jellyfish with an unpleasant sting, and yes – bird-eating black hat SEO firms who exist solely lure you in for their own evil ends.

Think of Ketchup Marketing’s services as Bear Grylls.  We’re the experts in internet survival. We’ll guide you around the world of search engine optimisation; helping you avoid the predators and making sure you attract the levels of site traffic you need to maximise the business potential of your website.

Ketchup Marketing has already helped small, independent local businesses boost their customer base and grow into multi-county spanning monsters. We increased some of our clients’ waiting lists from three weeks to over two years.  So we know our SEO services will help your company develop a real presence in the harsh environment that is the Google rankings.

Just like my Australian tarantula, if you want more bite you have to become king of the web!

Talk to Ketchup Marketing – leaders in SEO Leicester – now, and discover how to increase your profits.

Aug
05

A panda.

August 5, 2011 3:12 pm Published by Comments Off on A panda.

A Panda.

Not such a useless, fat, evolutionarily-challenged blighter after all, then?

Long live Google’s Panda update. Encouraging well-crafted, motivating, selling advertising copy. Obviating the need to ram every sentence with key SEO words.

Very cute, that Panda. Frying spam in its own fat. Obliterating the requirement to write 500 words of gibberish, when 20 good ones would sell the product.

So Google Panda heralds a new era of copy written to convert readers into buyers. Rather than word lists designed to roll the gormless eye of the search engine towards the website.

Break out the Champagne there, Benson.

Mind you, SEO did sort the hacks from the hicks. Real copywriters accepted SEO as a challenge. As in, how many times can you squeeze a fat ‘luxury holidays in the Mediterranean’ into a 100-word piece of resort copy? And we all had our own tricks. You could do things with punctuation that the machine didn’t notice but the reader did. For example: “….complete luxury. Holidays in the Mediterranean are always…” See what we did there?

Of course, we were practiced. Before SEO we had Client Presentation Suicide. It was a game that involved picking a random word out of a hat and inserting it into your part of the presentation. No matter how inappropriate. You try slotting ‘liberty bodice’ into a creative rationale to a furniture manufacturer. It certainly adds to the stress, especially as the loser buys everyone else a fat lunch.

So thanks for the Panda, Google, but copywriters were slotting subliminal little buzz words into marketing copy long before SEO was ever possible. Don’t believe me?

Take this piece for example. Have you noticed how many times the word ‘fat’ appears?

Brando, Pacino and De Niro all rolled into one.
Jul
15

SEO: Not A Dark Art. Honest.

July 15, 2011 12:27 pm Published by Comments Off on SEO: Not A Dark Art. Honest.

Search engine optimisation.  Three simple words that, if you believe certain rumours from uninformed people, hide a dark world of manipulation and intrigue where seedy men in dark glasses spend their hours working out the ideal way to fool the big ‘G’.

I WISH it was that cool.  I can just imagine spending all day swaggering around, dressed in £8000 suits and voicing gravelled Sicilian orders into the flashiest mobile on the market.

I am Brando, Pacino and De Niro all rolled into one.  I am the tamer of the search engines.  I am the SEO Father.

Needless to say, the truth is rather different, with rather less sun-drenched orange groves and rather more excel spreadsheets.   A website gone busy, rather than a good man gone bad.

I might be getting carried away with the metaphor but the point is this:  SEO is an effective, cost-efficient and transparent way to improve how effective your website is.  Glamorous and mysterious?  Maybe not, but utilise search engine optimisation in the right way and your website will get an increase in visitors.  This will mean more enquiries, more sales and bigger profits, all without the need for men in dark glasses and slavering Alsatians.

Let’s see Al Pacino pull that off.

To find out more, get in contact with Ketchup Marketing – leaders in website design Leicester – now.

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