Digital Marketing – You need it

Digital Marketing – You need it

Digitally speaking, times are changing;

PPC – Paid Search Optimisation

Nowadays, there is a real sense of competition through Google’s Paid Search platform which has allowed many SMB’s to climb ranks above their normal natural listing, as appear top of the fold. This is very attractive to a lot of businesses who are looking for a quick win online.

Don’t be fooled however, whilst this is a very useful and profit-friendly type of marketing, there are hidden challenges and dangers based on the setup and usability of your website, which is why it is vital to have a mobile-friendly website, not to mention a seasoned PPC expert looking after your investment and making efficient use of your marketing investment.

Responsible budget management and reporting are crucial to know what is going on in the Search Engine audience. The best bits about Google Adwords, for instance, is that it gives you feedback on the user experience through your website, tying this in with Google Analytics can take this information even further.

Website engagement is top of the list in tasks to manage prior to setting up an Adwords campaign. You may not be able to know initially in the first day or two about the whole picture but give it a week and you should have enough traffic coming through to gauge this.

Ongoing refinement of the PPC campaign is likely to provide extra insight into the quality of traffic you are sending to the landing page and requires an eye for detail to figure out what is really going on.

At 21TWO, we manage all aspects of your digital window to your business, Especially since our expertise covers the local Cambridge area.

SEO – Natural Google ranking optimisation

There’s a lot to be said about the wonders and equity SEO can give your business online. Effectively it allows the benefit of paid search but through non-paid traffic (it goes much further than PPC but the basics on keyword performance are there), which means that your investment into SEO, whether it be your own time or under the control of an SEO expert, will gain you traffic in unlimited numbers.

Of course, you have to take into account that the work performed in the background of the website to promote itself naturally relies on the right knowledge and the right attitude towards.

In any form of optimisation/marketing, you will want to appear as high up as possible in order to get the right response from your website. The challenge here can be understanding the volume of your competitors, relevancy (are they in direct or indirect competition with you).

The world of SEO is constantly evolving and it is very important to stay on the pulse of your performance. Without consistent management on a regular basis, your score can drop so dramatically that it can take months to regain your position. This is why it is important to get the right SEO account manager involved.

Since Google is the highest used search engine, you will want the right management behind your optimisation. There are many outfits out there who will be able to offer this as a service. What you really need is an agency who really know what they are doing and have qualified individuals looking after the window to your business.

Web Design – Creating the window to your business

Another important area to focus on is the layout and user-friendly nature, is your website. First things first, you need to make sure this is mobile friendly. Google’s recent ‘Fred’ update, started filtering sites which still use the old ‘black hat’ methods which no longer sit as suitable under Google’s new guidelines. We have a team on hand who are aware of current changes to the regular updates and are ready to talk with you.

Mobile friendly websites are the future focus for many businesses. Utilizing this platform will allow higher volumes of user engagement and also lead to a higher probability of someone converting into a sale/enquiry as a direct result of being user-friendly.

Relative UX (User Experience),

As above, this is very important, simply having one instance of bad UX can drastically reduce the chance of a potential conversion. This also sits alongside UI (User Interface). UI is important as the interface a user encounters will either engage or disengage the visual connection to your business. For example, if individual lands on the website and does not engage well with your interface then it becomes unattractive, regardless of whether the products/services are easy to purchase or enquire about.

Staying ‘current’ with design themes and modules (if using a platform like WordPress), then you’ll find that there is an array of different styles and setups that can achieve the look and feel you want your potential customers to engage with. Don’t forget to make sure that your website is responsive and clear with information needed to get those conversions.

Our research methods involve a range of techniques from;

  • Dynamic and productive interviews with stakeholders
  • Competitor analysis
  • Persona mapping and research
  • Usability testing; just to name a few

At 21TWO, we pride ourselves on providing the right structure to a user-friendly website and we go well beyond just building a website, we manage and optimise them with research and experience of what we know works alongside providing a customer service that gets you to feel confident in the work you need us to carry out.

  • Jessica Wilson
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