| Having a website gives you direct access to a | | | | your target market, you can create a network of |
| sizable 1.5 billion internet users worldwide. The | | | | links between each other's websites to help drive |
| trouble is that simply having a site, doesn't mean | | | | visitors between you. This linking also helps your |
| you're reaching the masses, or more importantly | | | | search engine rankings. |
| your target market. | | | | Social Media Marketing |
| Online Marketing is seen as a highly cost-effective | | | | There are many social networks, blogs, forums or |
| approach to driving traffic to your website and | | | | review websites that are used by your |
| encouraging a sale. Methods are affordable and | | | | customers to help influence their buying decisions. |
| can offer high return on investment, relative to | | | | Provided the platform is relevant to your brand, |
| other forms of marketing. Best of all, the impacts | | | | and you have time to maintain the information |
| are completely measurable. | | | | you publish, these will form a valuable part of |
| Your brand wants to be seen in search engines | | | | your online marketing strategy. |
| and hold high positions on their result pages. You | | | | Hints & Tips |
| aim for lots of attention around your brand and | | | | It's the combination of passive marketing (activity |
| on your site. You want to be seen on other | | | | that is set-up to run behind the scenes) and |
| websites that attract high levels of your type of | | | | active marketing (ongoing and continually |
| customer, and ultimately, you want them to click, | | | | managed) that provides the foundation to gain |
| buy, book or subscribe. But how? | | | | awareness of your brand over the internet. Here |
| Online Marketing tools and techniques | | | | are some ways to make the most from your |
| You must work with the available tools to create | | | | online marketing spend. |
| the most cost-effective and creative solution that | | | | Develop online marketing campaigns |
| encourages a user into action. Understanding the | | | | Set a time frame, create an offer and develop a |
| tools is vital, so let's start with some definitions: | | | | campaign. Choose who you want to receive the |
| Online Marketing | | | | offer and list how you'll reach them. Are they |
| Refers to all activity over the internet that | | | | using social networks? Are they on your |
| connects users with your brand. Impacts can be | | | | customer database? Are they using Google? |
| tracked giving a clear understanding of the | | | | Choosing a good mix of relevant channels is a |
| activity's cost-effectiveness. Some examples | | | | sure-fire way to maximise the return on your |
| include pay-per-click advertising, display advertising, | | | | spend. |
| microsites, email marketing and loyalty programs. | | | | Online and Offline Integration |
| Email Marketing | | | | You must think about using your offline tools at |
| Arguably the most cost-effective option. By using | | | | your disposal (ie, competitions, magazine PR etc) |
| your customer database, you're able to have a | | | | to drive traffic to your site. When planning a |
| dialogue directly with those who are interested in | | | | marketing campaign, integrating one message on |
| your product, service or brand. They've given you | | | | all offline and online channels will result in greater |
| information about what they like, so you can tailor | | | | impact. |
| your emails to satisfy their needs and wants. Best | | | | Captivating Creative |
| of all, it's relatively inexpensive compared to more | | | | Translating a luxury experience online is not |
| traditional forms of marketing. Email marketing | | | | always easy. Digital ideas with engaging content |
| must always be viewed as a personal connection | | | | and user-friendly functionality will present your |
| with the reader, and as such, the contents (ie, the | | | | brand experience in the manner it deserves. |
| creative design, layout, writing, tone of voice) of | | | | Boost your SEO |
| each email must create a feeling of attachment. | | | | Have your website developers or marketing |
| But remember, keep them short and punchy - | | | | agency enhance the SEO techniques in your site, |
| that delete button is only centimetres away! | | | | or ask them to restructure areas in the site to |
| Pay-per-click Advertising | | | | become more search engine friendly. |
| Placing display advertisements on websites or | | | | Content is King |
| search engines, where you pay for every user | | | | No matter the tools you choose, ensure the |
| click, can be a powerful method to drive traffic. | | | | content is relevant to the reader whilst illustrating |
| Google's AdWords system is highly recommended. | | | | the products' positive attributes. |
| Search Engine Optimisation (or SEO) | | | | Undoubtedly the most powerful online marketing |
| Essentially this refers to all activity that helps | | | | tools are those that not only capture the |
| search engines, such as Google, find your website. | | | | imagination of internet users but motivate them |
| SEO methods encourage more attention from | | | | to act - purchase that voucher, subscribe to the |
| search engines when users search for specific | | | | database or book that meal / holiday / spa |
| keywords or phrases, making your website more | | | | escape. In combination, the tools available can give |
| 'search-friendly'. | | | | you the edge over your competitors, attracting |
| Affiliate Marketing | | | | more visitors to your website and introducing |
| By partnering with suppliers or brands that attract | | | | more market to your brand. |