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What is Web Marketing?

Definition of Web Marketing

Web Marketing is a common term used today to describe marketing that specifically uses the Internet and it’s various aspects to grow your market and your business online.

These can include :-

  • Search Engines
  • Social Media Advertising
  • Apps
  • Online Advertising
  • Affiliate Marketing
  • Selling Online
  • Generating Sales Leads
  • Pay Per Click

Traditional Marketing

In many respects it is no different from what is known as traditional marketing.

In 2019 we are seeing that as Web Marketing has grown and very few businesses do not have at least one Social Media page, we are seeing the trend begin that is dropping the word ‘Digital’ or ‘Web’ from Marketing.  As they are both simply facets of what would normally be called, simply – Marketing.

The same rules apply to ‘Marketing’ or ‘Digital Marketing’ and it can be done well, or not so well.

There is an old saying in marketing that half the money spent is wasted – and if only we could tell which half.

Benefits of Web Marketing

One of the benefits that Web Marketing offers over traditional marketing is the ability to measure, more accurately the success of your marketing budget.  It is easier to identify which marketing campaigns are working and more importantly which are not.

Web Marketing can be thought of as a computer, tablet or smartphone based version of traditional marketing.

One of the most common and nice and simple approaches to Marketing is the use of what is known as the ‘Four Ps of Marketing.

The four ‘P’s of Marketing are

  • Product
  • Price
  • Place (distribution)
  • Promotion.

Using the Internet as a Marketing Channel

If you think of Marketing as pushing your product or service through your existing channels, then Web Marketing is simply using the Internet as that Channel.

The goal of traditional marketing is to gain the interest of your  target market.

The goal of  Web Marketing is to  attract targeted visitors  to your website – where you can then begin the process of converting them to paying customers.

A targeted visitor is one that you have specifically marketed to to attract.  It is essential the whatever marketing initiative that you undertake that it is aimed at your audience.

Depending on your style of website these visitors can be channeled to your product or service.

Examples

  • Download Product Information
  • View Product Demo
  • Contact for Sales Visit
  • Buy your Product or Service
  • Sign up to Club
  • Make a Booking or Reservation
  • Book a Trial

Effective Web Marketing will put your products and services in front of your target audience

Scoosh will work with you to understand Web Marketing and how to  develop a Web Marketing Strategy.

A successful Web Marketing Strategy  will you  grow your market reach and grow your business.

We will help you understand how to maximise the potential of  Web Marketing for your business.

  • Understand how to use Website Statistics to understand your Website Audience and attract them.
  • Increase Qualified Traffic to your website – get more sales or generate more leads.
  • Understand and get the benefits of Search Engine Optimisation (SEO)
  • Utilise Social Media (e.g. Twitter, Facebook, LinkedIn, Pinterest) to build your market and audience.
  • Benefit from Blog Marketing and Content Marketing

Frequently Asked Questions about Web Marketing

What is Internet Marketing?

Internet Marketing is another term used for Web Marketing. Internet Marketing can also be know as Digital Marketing or Online Marketing. It refers to advertising or marketing campaigns or strategies that use the web and email to drive traffic to a website to generate sales or leads.

What is an example of Web Marketing?

Web Marketing covers a wide area. Some examples include Email Marketing, (e.g. MailChimp ) Social Media (e.g. Facebook, Instagram, Twitter) or Search Engine Optimisation.

How much does Web Marketing Cost?

Asking how much it costs to market or advertise online is a difficult question.

The most common answer is ‘it depends’ or ‘how long is a piece of string’. This is not very helpful and is frustrating.

Web Marketing can include Social Media Marketing, SEO, PPC, Content Marketing and Email Marketing.Using one or all.

Costs can range from £100 per month to £1,000.00 to £10,000. 

A good starting point is to establish a budget and also what return you require from that budget. 

This gives a good indication of which service to use.

How much does Web Marketing Cost?

Asking how much it costs to market or advertise online is a difficult question.

The most common answer is ‘it depends’ or ‘how long is a piece of string’. This is not very helpful and is frustrating.

Web Marketing can include Social Media Marketing, SEO, PPC, Content Marketing and Email Marketing.Using one or all.

Costs can range from £100 per month to £1,000.00 to £10,000. 

A good starting point is to establish a budget and also what return you require from that budget. 

This gives a good indication of which service to use.

How do I Improve my Website Marketing?

There is so much that can be done to improve Web Marketing.

A great benefit of Web Marketing is that your success (or failure!) with any marketing campaign can be measured very quickly and accurately.  If money is being wasted, action can be taken quickly.

Here are 6 great tips to improving your online marketing efforts.

1. Investigate SEO

It can seem daunting but SEO is all about ensuring that your website and content is maximised or optimised to ensure that it performs well in Search Engines (e.g.Google).

Performance is measured by what position your website achieves in the Search Engine Results Pages (also known as SERPs). SEO is mainly common sense and following Google’s guidelines to ensure your website is ranked well.

2. Listen to your customers on Social Media 

Social Media makes it very easy to communicate with your customers and at low cost. They are a valuable resource to help you understand how to make your product or service better.

3. Measure It

There is an old phrase ‘If you can’t measure it you can’t manage it’ and it still has value today.

Tools like Google Analytics make it very easy to find out if the money you spend on web marketing is getting results.

4. Make your website fast

Whatever marketing plans you implement to drive traffic to your website. Make sure that your website is fast. Slow loading websites not only turn customers away, but Google will not rank them either. Don’t spend money marketing a website that people won’t use.

5. Make sure your website is mobile friendly

Google prioritise mobile friendly sites. It’s a simple as that. If you website does work on mobile devices it won’t deliver results from your marketing efforts.

6. Create a Web Marketing Plan

Create a simple 12 month marketing plan. This does not need to be complicated, a list of what online campaigns you intend to run, their time frames and budget.

How do I Improve my Website Marketing?

There is so much that can be done to improve Web Marketing.

A great benefit of Web Marketing is that your success (or failure!) with any marketing campaign can be measured very quickly and accurately.  If money is being wasted, action can be taken quickly.

Here are 6 great tips to improving your online marketing efforts.

1. Investigate SEO

It can seem daunting but SEO is all about ensuring that your website and content is maximised or optimised to ensure that it performs well in Search Engines (e.g.Google).

Performance is measured by what position your website achieves in the Search Engine Results Pages (also known as SERPs). SEO is mainly common sense and following Google’s guidelines to ensure your website is ranked well.

2. Listen to your customers on Social Media 

Social Media makes it very easy to communicate with your customers and at low cost. They are a valuable resource to help you understand how to make your product or service better.

3. Measure It

There is an old phrase ‘If you can’t measure it you can’t manage it’ and it still has value today.

Tools like Google Analytics make it very easy to find out if the money you spend on web marketing is getting results.

4. Make your website fast

Whatever marketing plans you implement to drive traffic to your website. Make sure that your website is fast. Slow loading websites not only turn customers away, but Google will not rank them either. Don’t spend money marketing a website that people won’t use.

5. Make sure your website is mobile friendly

Google prioritise mobile friendly sites. It’s a simple as that. If you website does work on mobile devices it won’t deliver results from your marketing efforts.

6. Create a Web Marketing Plan

Create a simple 12 month marketing plan. This does not need to be complicated, a list of what online campaigns you intend to run, their time frames and budget.

How do I Market My Website through Social Media

Marketing my Website through Social Media

Social media has exploded in recent years with user generated content and instant interaction forcing site owners to re-think both their site’s content and how they communicate with their audience.

Social news e.g. Digg

Getting a website ranked highly on sites such as Digg has been known to send so much traffic that sites have crashed under the weight.

Their users submit links and stories to the site with other users voting and commenting on them.

The more times your site is “Dugg” the higher you are ranked.

Social network e.g. Facebook, Pinterest, Instagram

Profile pages on social networks can help to develop a dialogue with your audience and spread the word amongst the network’s users, but before you commit yourself ask why would anyone want to be your website’s ‘friend’ and how will you make sure the content is fresh and worth reading?

If you have a good answer to both of these crack on, if not don’t set one up just for the sake of it.

Become a Social Network

According to Hitwise, “Social networks now account for 1 in every 10 UK Internet visits and 1 in every 5 page views. Only search engines receive more UK Internet visits than social networks.” This is only set to continue as the social networks targeting specific niches explode on to the scene catering for the personal tastes and interests of users in a way the large generic social networks can’t.

The niches within the niches of topics such as music, cooking, travel, web design, sport, fashion, geographic locations, science… etc are all up for grabs. There is nothing stopping you grabbing a large part of that pie.

Micro blogging e.g. Twitter

Twitter’s proposition is incredibly simple; in no more than 160 characters send your followers a message.

The unique power Twitter has is the immediacy of a message’s impact. Your ‘tweet’ is sent to all your followers instantly, making it very useful to communicate blog updates, special offers, start a conversation, run a poll… and see results within a matter of minutes or hours.

The danger the service runs is overuse or misuse from companies literally spamming users so much they become apathetic to message and even opt out of the service altogether. Tweets such as “It’s another great Friday” from a business are a step towards being removed from people’s lists.

How do I Market a Website Through Advertising Networks?

Banners have been around for years and many people have written the CPM model’s obituary

Due to the increase in “banner blindness” amongst internet users the era of using them as a direct marketing tool is considered over, however they are still an effective method of branding.

With this in mind some networks have started to offer Cost Per Click or Cost Per Action options to encourage advertisers to move back from search engines with the promise of more granular and accountable tracking.

The most popular choice amongst small to medium sized websites starting out advertising using banners with relatively small budgets (a lot of networks ask for a commitment of £10,000 or more per month) is Google’s content network.

Using a very similar bid model method as their search network, advertisers bid on either keywords or to be shown on specific sites. Unlike the search network, you can choose between CPM (cost per thousand impressions) and a CPC (cost per click) and you can run either text adverts or banners adverts.

To get started simply set up a new campaign in your AdWords account and choose either ‘placement targeting’ or ‘Image’ ads’ as you go through the campaign set up process.

banner-advertising

Writing a banner brief

If you choose to use some display advertising chances are you will need to use a designer to create one or more banners for you. To avoid along drawn out chain of emails going back and forth asking for changes follow these tips when writing a design brief:

  • Be specific and don’t presume any knowledge on the designer’s part
  • Be clear on the purpose of the banners (e.g. sales, branding, leads…)
  • Inform them who the target audience is
  • Specify which components are most important (e.g. headline, price, logo…)
  • If you have seen a banner you like send them a screen grab for inspiration
  • Be clear what you DON’T want

 

What is Affiliate Marketing?

Marketing my Website – Affiliate Marketing

Affiliate marketing is also known as  Pay Per performance.

Setting up your own affiliate program in-house or using a 3rd party network can be an excellent way of generating sales with the added bonus you only pay out per lead or per sale.

what-is-affiliate-marketing

By making a series of banners and/ or text links available to other sites they are able to advertise your product and service to their visitors and drive traffic to your site. Tracking software monitors where your sales/ leads can from and you pay the referrer for per conversion.

A common acronym used is CPA (Cost Per Action).

In-house or a network?

Setting up on a 3rd party network such as Commission Junction or TradeDoubler requires a significant financial commitment through network fees and a deposit to cover future commission. However, you do get access to a large base of affiliates and all the technical aspects (tracking and reporting etc) are dealt with for you.

If you decide to go for an in-house solution there are a lot of affiliate software solutions to pick from and they are a far cheaper option than the networks. However you will have to manage all technical tracking queries and the number of possible affiliates will be much lower.

Why should people advertise your site?

You should view your affiliate program as being in competition with all your direct and indirect competitors’ affiliate programs for maximum exposure on affiliate’s websites.

With this in mind give affiliates a strong reason to first list your site and second to list it prominently. Affiliates like high commission rates, personal contact and competitions related to earning more money e.g. “March’s top seller earns 50% more commission” etc

How do I Market My Website through Email Marketing

Building a list of email addresses is a relatively inexpensive method of getting your product or  service in front of your target audience.

Writing a marketing email

The subject line: Give the email’s subject line as much consideration as the email itself. It is the first thing people will see and it can make the difference between the email being opened or deleted straight away.

Do

  • Use your company’s name in the title
  • Communicate a benefit/ promotion (e.g. “25% off football boots”)
  • Be descriptive so they know what is in the email

Don’t

  • Pretend the email is about something else (e.g. “You are a winner”)
  • Use a false sense of urgency (“Important email!”)
  • SHOUT USING CAPITALS AND EXCLAMATION MARKS!!
  • Use punctuation such as ! or £, they are used by ISPs to identify spam

Be Aware:

  • Many email programs including Microsoft’s Outlook generate emails, but they are not always easily read by your audience. Check with your web designer about creating properly formatted email newsletters.

The body of your email

The main point is keep the content as short and to the point as possible, no one will read an essay.

If you are using a one off promotional mail shot, use one promotion/offer per email with a clear ‘call to action’ to avoid confusing the reader and making it clear what they need to do next.

If you are sending out a newsletter, make sure it is also provides interesting/useful content and not just dry company information.

Competitions are a great way to encourage interaction

How do I Market my Website through Press Releases?

Press releases do not have to go to major national newspapers or magazines. In fact unless you are very confident you have news of big enough for them to publish, focusing your efforts on smaller publications will pay more dividends.

However we do have clients who through clever marketing, whether through developing a niche or having  new angle, have managed to reach the national press and television.

Every industry has publications dedicated to reporting the latest news and events.

Because they are so often focused on a niche with limited scope they will welcome news from any source.

If you are a local supplier (town/ region) you will also be surrounded by small local newspapers hungry for local news of any kind. You can find a comprehensive list of local newspapers at http://www.mediauk.com/newspapers.

Writing a press release

A press release should be able to let the editor literally copy and paste it. Make it easy to use.

Keep any references to your site in the 3rd person and don’t use any claims about your product or service outside of quotes. If you use any statistics put their source in the footer for the editor to verify. The headline should be attention grabbing and factual but not sensational.

  • Good: ourcompany.com announce launch of free design clinic
  • Bad: Poor website? ourcompany.com will sort it for you, free!!

The first paragraph should summarise the entire story to make sure the message is read and to prime the reader for what is to come.

Aim to start with the specifics and become more general as the press release goes along. Quotes are a great way to insert claims about the quality of your service or add a little sales patter.

For example:

Distributing a press release

Finding the news editor’s contact details is usually straight forward and you can quickly build your own database of contacts to send press releases. If you want to send a press release to a much larger list you can use a ‘news wire’. How much they charge and the size of their distribution list will vary but you should be able to find a news wire that fits your budgetary requirements.

Press Advertising

Despite falling sales there is still a large audience out there buying newspapers, magazines and trade papers. Many online businesses advertise heavily in specialist magazines, and that is the key to a successful print campaign, choosing the right publications for your target audience.

If you sell washing machine tubing aimed at B2B customers you wouldn’t advertise in the Radio Times. Narrow your target audience down by geography and/or interest and pick which publications fit in with those.

One of the drawbacks to this type of advertising is the inability to track how much traffic and how many conversions it sends through to your site.

If you want to track the effectiveness of your press advert you can:

  • Use a special phone number
  • Send them to a special landing page
  • Give them a unique promotional code to use

They won’t cover every single visitor but they will help to compare the different publications effectiveness.

Is Offline Marketing still relevant?

Online Marketing is a great tool to build a business, but don’t neglect the basics of offline marketing.

Corporate Literature and Brochures

On business cards, letterhead, envelopes, faxes (you would be surprised!), invoices, marketing material and every other piece of paper you produce – display your website address, as well as any relevant  email addresses.

Promotional Items/Freebies

People love to receive gifts.

Promotional material offers an inexpensive way to promote your company’s website while reinforcing your brand through various items such as pens or mugs.

An added benefit is that you are in front of your customers each time they use one of your promotional products.

Choose a branded product that people will keep or use.

Company Uniforms and Clothing

Whether its a Free T-shirt or the company uniform, promote your company’s web address on what is free ad space.

Advertising

Advertising can be as simple as a yellow pages ad in your local phone book or as extensive as radio and television.

Each of these avenues provides an excellent opportunity to broadcast your website to your target market.

We still see clients with adverts on air or in print that don’t mention the website.

Signage

If you provide a service with on site signage opportunities, such as an architect or builder, make sure to place your website address in large letters on your signage.

This is an excellent way to have potential customers see the type of work that you do, become interested, and then visit your website to learn more.

Word of Mouth

Probably one the most underestimated types of promotion for your business is through word of mouth.

Make sure to talk about your business and website with friends, family and customers as much as possible.

Existing customers, referrals and testimonials are a great way to develop your business.

Articles

Authoring articles provides an excellent opportunity to demonstrate your expertise in your field to potential customers while giving you a free plug for your business.

Include your website address in the “About the author” text found at the end of the article.

Press Releases

Does your business send out press releases? If so, your website address should be included in the “About Your Company” paragraph that accompanies each article for potential customers as well as a resource for the media.

Your Products and Services

Include your web address on your product.

Run a class or seminar

Start a class on your websites topic. This can get you wide exposure with your community and even if they are not directly interested in your website they will talk to others about your class and website. This gives you a lot of free exposure.

Successfully promoting your business website should include a mix of online and offline promotions to ensure you are reaching the full potential of your target market.

How do I write a successful web page?

It depends what you mean by successful, but one way of looking at this is simply that a web page is built to be read.

Another way to look at this is to give your page a purpose.

Content is King

Carefully consider that each page on your website is an opportunity to capture or lose your audience. Too much text is difficult to read on a screen, visitors to a website tend to scan the screen and then decide to read.

Use Clear Headings and Titles

Visitors decide whether to invest time reading your content after scanning the page. Keep headings concise, clear and pertinent.

End at the Beginning

Visitors to your website are impatient. Clearly indicate what the page is about in the first few lines.

Create a Strong Introduction

Create a strong introduction which summarises what the page is about. This will determine if the visitor will read on.

Is My Website Legal?

‘Websites and the Law?’

What are the legal requirements for a website?

Your website as a minimum must have the following:-

  • If you are a company you must show the registered office.
  • You must show the companies registration number and the place of registration.
  • If you are a member of a professional body or trade organization you must provide details.
  • Any prices on your website must state clearly if the are inclusive of VAT and delivery costs.
  • Your business name, geographic address (PO Box is not sufficient) and email address.
  • Your name must be the name of the business that your potential customers will contract with You might have a ‘trading name’ but you must explain this clearly.
  • You must show your VAT number even if your website is not ecommerce enabled.

The above is not a complete statement of the law and if you have concerns in this area we recommend you speak to a suitably qualified lawyer.

Grow your business