Two Thirds of Businesses Plan on Increasing Digital Technology Budgets for 2013

digital marketing Milton Keynes

Is your business taking advantage of digital marketing technology to boost sales and increase online visibility? According to a recent report on marketing budgets that looked at over 800 companies, mostly from the UK, 71% of businesses plan to increase spending on digital marketing technology during 2013. Just 3% went the opposite way and said that they would be decreasing their digital technology budgets this year.

The main areas for investment were in analytics and content management systems, social media management systems, email platforms and paid search advertising management. All these elements make up a solid core for a modern digital marketing strategy, and it’s exciting to see that businesses are acknowledging the importance of a coherent and professional approach to online marketing.

Web analytics, business analytics, and CRM systems are essential for the management and collating of data, including social media data, and help businesses to formulate new marketing strategies and adapt existing ones to optimise their success. Social media, email marketing and PPC are all valuable additions to digital marketing strategies and require professional management in order to perform beneficially. In view of this, over half of respondents said that they intended to take on new digital marketing staff, though data from other agencies suggest that this number is realistically more like 75%.

If your company is in need of a digital marketing boost this year, IKROH can help. We offer professional search marketing, social media management and a range of other marketing options to help your business boom online. Get in touch to discuss your needs and let us create a bespoke service just for you.

digital marketing Milton Keynes

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

IKROH is recruiting!

SEO Milton Keynes

Are you an experienced SEO or SEM professional looking to join a dynamic and unique digital agency? IKROH is one of the top marketing agencies in the UK, offering bespoke search and social services to a range of B2C and B2B clients.

SEO Milton Keynes

We’re currently looking for an individual who has skills in natural search and sponsored listings and can stay on top of a fast-moving workload. In particular, we are looking for someone who can offer the following:

  • A minimum of 4 years working in SEO
  • SEO proposal preparation for prospective clients
  • Scheduling and meeting targets and deadlines
  • Reporting to clients and responding to their needs
  • Excellent communication and literacy
  • Excellent organisation and project management
  • HTML, CSS and current technology knowledge
  • Pay per click skills
  • Keyword research and selection
  • Analytics skills

If you think you’re the right person for the job and would like to become part of the IKROH team, get in touch with us by emailing enquiries@ikroh.com or by calling 01908 379938

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Combining PPC with Social Media

Social media is fast becoming an integral part of any internet marketing strategy. Working alongside natural and paid search, social media can help to create truly integrated marketing that helps to boost your website’s position within search results and builds your customer base and brand strength.

The diverse approaches of search marketing and social media marketing may at first be difficult to align, but there are various methods of combining the two in order to maximise the benefit of each technique and improve areas of your marketing campaign that previously might have fallen short.

PPC and social media can work hand in hand by driving traffic back and forth and picking up customers who may need an additional nudge to complete a transaction or become a repeat customer. Decide where you want to drive you customers, and look at your analytics to find out where you need extra work to make your marketing efforts efficient and worthwhile.

You can direct users to your Facebook page or other social media profile using your PPC ads and a strong call to action. This type of ad is useful when you are looking to increase your social media presence or call attention to a promotion. Give search users an incentive to visit your social profile, such as a special offer or competition. You can also use PPC ads to direct users to multimedia on social platforms such as promos, adverts or instructive videos on your YouTube channel, infographics or images.

You can also use a combination of social marketing and PPC to help turn browsing customers into conversions, or entice customers who have previously visited your site to return to complete a transaction. This technique is called ‘remarketing’, and is a long term strategy that follows the path of users who have already shown an interest in a particular product or landing page.

You might start with social media or PPC by running a campaign or series of ads driving traffic to a specific landing page on your website. Social media can be useful to target a very specific audience and bring large numbers of new traffic to your site using promotions or promoted posts. Usually only a small percentage of this traffic actually convert into customers, but in the process you will have gained exposure to your website and your brand. This familiarity is what you use to your advantage with the next step of your remarketing strategy.

Using Google AdWords, you can analyse your traffic data to identify visitors who viewed certain pages and products, find out where they left the site and even find those who got to the checkout stage before abandoning a purchase. It is these customers you will be targeting with your next PPC drive in order to entice them back, playing off the familiarity and trust they will have gained during their original visit to your site. Ways to do this include:

  • Echoing (but not replication) text, wording and imagery used on original adverts, promotions and product pages to remind customers of the great deal they will be getting.
  • Offering an extra incentive to those who dropped out at the checkout stage, such as free shipping or additional discount.
  • Promoting a similar product to the one users will have viewed on the original landing page.
  • Offering newsletter or email subscription with additional promotions, savings and product updates

Using PPC and social media together in this way means every part of your marketing plan is useful and you manage to convert as much traffic to your site as possible. Utilise the immediacy of PPC with the wide audience appeal of social media to bring the best of both worlds together.

IKROH offer a range of pay per click advertising management services, from small businesses to multinationals. We are fully qualified Adwords representatives, please contact us for more information on 01908-379938.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

How does a search engine work?

Search engines store information about web pages which they then index and provide as results to search queries, ranked according to relevance. Search engines ‘crawl’ these pages using automated browsers often called ‘spiders’, looking for attributes that will help gauge how well it matches a search for particular words and phrases relating to that page.

The vast database built up by a search engine means that it is able to retrieve specific and varied information extremely quickly when given a search to run, with the aim of providing the most appropriate and closely matching result as possible. This result is shown in a list of links, known as a SERP (search engine result page). The higher a website appears on this list, the more likely it is to be visited by users. Companies implement search engine optimisation (SEO) to help their websites rank higher in result pages, by ensuring that their content and website meet the criteria search engines look for.

Each page is studied and analysed by spiders to determine how it should be indexed – looking at titles, headings, meta tags and content itself to extract keywords and phrases. When a user searches for one of these words or phrases, the search engine chooses the sites that best match the query, depending on relevancy, popularity and authority.

The way search engines decide on the most useful match varies widely between engines, according to the algorithms they employ, and understanding the complexity of these processes can be extremely difficult. Each search engine also sets their own procedure which must be adhered to when conducting an online marketing campaign, or you run the risk of being penalised by the search engine and waste all your hard work.

Algorithms are created to allow equal opportunity for each company to rank highly, which is why SEO is a great long-term alternative to paid search (PPC) where budgets can dictate success.

Understanding how search engines work, and the processes they use to rank websites is extremely complicated. Therefore we spend a lot of time researching and testing to gauge the effects of different techniques on a website’s ranking. We have vast experience in optimising for natural search and can help to ensure your website ranks well for its relevant keywords.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

The Lowdown on Search Engine Marketing

search engine marketing

 

search engine marketing

The worldwide web is a big old place, and everyone is fighting to be number one on Search Engine Result Pages (SERPs). It’s not easy, even if you have an incredible product, a beautiful website and great employees and skills. Search Engine Marketing (SEM), also known as Online Marketing or Digital Marketing, covers the various methods of increasing a website’s visibility in SERPs, increasing awareness around your brand, increasing traffic into your site and hopefully resulting in more leads and sales for your company. Techniques vary from business to business but generally include:

–          Search Engine Optimisation (SEO)

–          Pay Per Click (PPC) advertising or Paid Search

–          Monitoring, Auditing and Analytics

Companies like Ikroh specialise in these complicated fields, helping to develop a unique strategy for your particular company to drive prospective customers to your site. Research has shown that the top 30 search results get 90% of search traffic, and the top 10 results receive a staggering 80% more traffic than the following 11-30.

Search Engine Optimisation is also known as Natural or Organic Search – using well written SEO copy to increase familiarity within search engines, raising your website’s ranking on result pages. Keywords are important, but not the be-all-and-end-all of SEO, as peppering your articles and blog posts with mindless repetition of keywords is not only unappealing to read, but excessive overuse will be penalised by search engines. (Make sure your SEO is ethical, using white hat avatars, or your website could be dismissed, dropping through the rankings, or even banned.) Content can also be distributed through Social Media Marketing, shared via blogs and social media platforms such as Facebook or Twitter, and bookmarking sites such as Digg or Del.ic.io.us. Search engines will recognise an increase in coverage or links to your site, and raise your ranking appropriately. Though results are generally slower building than other techniques such as PPC, SEO is cheaper and the overall outcome will be stronger with regular monitoring and upkeep.

Pay Per Click campaigns are comprised of paying for the top positions in search page results by bidding for selected keywords associated with your product or service. This is a more expensive solution, but if implemented well can be quick and efficient at getting your website noticed and ensuring exposure to your customers.

Both types of SEM require specialist knowledge and continual monitoring and auditing to ensure that your site not only gets to the highest ranking it possibly can, but stays there! SEO companies can also analyse your site, tracking statistics to find out whether it is performing at its best, where it loses customers, where it succeeds in making conversions and if it is usable and engaging.

There are other avenues to pursue in Online Marketing, which can go hand in hand with your SEO or PPC campaign and increase your marketing success further, such as Email Marketing, Blog Marketing and Social Media Marketing. A professional SEO company like Ikroh will be able to tailor the most effective marketing plan for your business and get the results you are after.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.