Online Marketing

Read the latest blog posts on the topic of Online Marketing from the team at The Bright Click.

4 Foolproof Digital Marketing Tips

940 788 Claire Archer-Davis

No matter who you are or what type of business you are trying to promote, there are a couple of digital marketing strategies that deliver results time and time again. So, forget fancy new marketing techniques and settle down to learn a thing or two about the tried and tested digital marketing strategies you need to try perfect before you look any further.

Video is getting bigger by the day, and with social media platforms like Instagram and Facebook now promoting video in their algorithms it definitely makes sense to produce some video content. The number of YouTube users recently crossed 1.3 billion, with 5 billion videos being watched every single day, so it’s plain to see that this is where the customers are! Try producing some short minute long ‘life hack’ style videos for Facebook and Instagram to get your engagement up and appeal to the social media users of today.

 

With over 2 billion users on Facebook and Instagram, it’s not hard to see why advertising on these platforms is a good idea. Perfect for pinpointing your target audience and appealing to the exact type of people who will buy your product or use your service, Facebook adverts are actually quite under-priced when you think about the reach that your adverts will get.

A great way to engage potential customers and reach an entirely new audience, appealing to popular influencers can give your digital marketing strategy a huge boost. Find bloggers and online personalities that would enjoy your product or service and you will have instantly found a whole new audience that fits your target demographic perfectly. Whether it’s sending influencers some samples, treating them to a fun day out to try your product or just managing to get advertising space on their websites or blogs, you need to get these people talking about your products to create a bit of a buzz.

As always, you can have the best marketing strategy in the world, but if the actual content you are producing is rubbish, nothing is going to stick. You need to put your heart and soul into everything you do, and spend time producing a few pieces of really valuable content for your customers or potential customers instead of simply throwing out hundreds of awful ideas. A relationship with a potential customer can take time, so you need to be honest, fun and informative to really grasp their attention quickly.

2018

Top 5 Digital Marketing Predictions for 2018

600 400 tanmay

2018 has only just begun, but already there are some predictions about where the digital marketing industry is going to go. Here, we give you our top five predictions for digital marketing this year so you can keep yourself and your business ahead of the game. Some of these trends are new and unexpected, whereas others are continuations of things that may already be familiar to you. Either way, we recommend you read all about them and take advantage of them as early on as you can. Time is money after all!

2018Influencer marketing
Influencer marketing is far from being a new concept, but most businesses haven’t yet taken full advantage of it. This type of digital marketing is expected to increase in popularity drastically over the next year as many companies start to see the vast benefits that can come from it.
For those who don’t already know, influencer marketing is a type of marketing which focuses on individual influential people within a market, rather than the market as a whole. This involves identifying people who influence potential buyers such as people with a significant presence on social media or celebrities. Social media is a particularly easy way to disseminate this type of marketing.
Once you’ve identified your influencers, you can either market to influencers, through influencers, or with influencers. Each method works, but their effectiveness will depend on the type of market and the strategy used. Strategy is everything when it comes to successful influencer marketing!

The fall of Twitter and the rise of LinkedIn
The struggles of Twitter to expand its user base has been reported in a whole host of new stories across 2017, and it’s predicted that this will continue through 2018 as well. Recent efforts to expand the site include increasing the character limit of Tweets from 140 to 280, but it’s unclear whether or not this will have an effect on the number of users coming to Twitter.
In fact, some argue that this increased character limit may compound Twitter’s demise as it erodes its unique selling point. The 140 character limit was what differentiated Twitter, and many believe that the increased limit has made the site more like Facebook.
LinkedIn, on the other hand, has seen an increase in its popularity, and it has also invested in improvements to its advertising platform as well as refreshing its UI. All of this seems to point towards a further increase in the sites popularity as it manages to adapt to changing demands from both users and advertisers.

Better Audience Targeting
Audience targeting, like influencer marketing, has been around for a while now, but 2018 will be the year when the alternative (broad and non-precise marketing) finally becomes a thing of the past. With websites like Facebook and Google able to profile their users with such accuracy, ads are now explicitly tailored for different audiences for maximum impact.
More emphasis is going to be placed on seeking out and targeting these specific audiences. Clients are expecting digital marketers to become better and better and discovering these audiences and getting serious results.

Getting around ad-blockers
Ad-blockers are great for users but terrible for marketers. Many users like to hide adverts that flash up on their favourite sites, and it’s predicted that 100 million consumers in the US will be using an ad-blocker by 2020. If marketers are to get an adequate return on their advertising, then they’re going to have to find a way around these ad-blockers, and this will be one of the most significant trends of 2018.
Some sites, such as Facebook, have already found a way to get around and efficiently block ad-blockers, so their advertisements are still visible to users. This means Facebook can expect brands to continue to invest in adverts for their site. Other brands are jumping ship and moving to different platforms such as YouTube and Amazon Video which have a long history of in-built ads.
A craftier way of getting around ad-blockers is to put you advert inside content that we don’t usually consider an ad. One critical way of doing this is product placement, and it’s predicted that, as a form of advertising, this will increase drastically in 2018. Companies such as Netflix, although technically ad-free, do partake in product placement in their various original TV shows and films.

Storytelling
As previously mentioned, it’s becoming easier and easier to target specific audiences and individuals with ads. As adverts become more accurate, their ability to tell a story becomes more important. Creating a compelling story is part of inviting the consumer to buy into a particular lifestyle, so it needs to be believable and appealing.
Luckily, the ability to create a compelling story for your brand has never been more effortless. With video becoming ever more popular on sites like Facebook, Twitter, and Instagram, this has opened up a new medium for providing consumers with short and snappy clips and ads which appear on their newsfeeds. It’s also possible to do live videos through platforms like Facebook and YouTube which increases the intimacy and spontaneity of the content.
Creating a type of lifestyle or particular story behind a brand has become ever more important now that consumers often take into account the ethics of a company. It’s important not only to tell a story that’s relatable but also one that presents the brand as one that is ethical both environmentally and regarding worker’s rights.

These are just five of the many predictions for digital marketing in 2018, and there are bound to be some big surprises too! Taking these projections into account will mean you’ll be ahead of the curve and able to reap the rewards that come with being an early bird.

If you would like any more information or help on your digital marketing strategy for 2018 then please het in touch with us here at The Bright Click on: 020 8614 3296.

5 Simple Ways To Improve Your Facebook Ads With Specific Targeting

150 150 Dan Davis

1. Know what your customers are interested in.

You can target Facebook users who have shown an interest in or even like pages related to a subject. This is called interest-based targeting.

You might be holding a charity football event in west London and need some people to come and support, so targeting people who support a local football team in the area might be a good place to start!

There are thousands of different interests that exist in this section, so go and have a play!

Facebook Ads

2. Combine age and gender with where people live.

Rather than just targeting your Facebook Ad at a specific area, why not try adding age groups and gender to the mix. This is a great tool because you can really narrow down where your ad can be seen and by whom. For example if you own a women’s clothes shop in Kingston selling trendy clothing, you could target you advert at women aged between 18- 35 who live in Kingston!

Facebook ads

3. Target people by industry or occupation.

You might have a product or a service that is ideal for people who work in a specific industry. You can target people with specific job titles or who work in a specific industry like ‘Sports and Media’ or ‘Education’

Facebook ads

4. Find friends of people who might be celebrating a milestone

Target friends of people who have a upcoming birthday or anniversary who will be looking to give their friends a nice birthday treat. Alternatively maybe you have a function room for hire and want to put an advert in front of people who are looking to put on a surprise party for their friend!

Facebook Ads

 

 

 

 

5. Target people who love to shop 

It makes much more sense to target online buyers with many lifetime online purchases than just to any random person who you know nothing about. So targeting to people who you know like to spend money online, and combine that with all of the above, and you really could be looking at getting yourself some brand new customers!

Facebook Ads

How Targeted Facebook Ads Can Benefit Your Business

If you need any more information about Facebook advertising or any advice on other aspects of marketing then please feel free to get in touch with us and one of our team will be happy to help.

Looking to enhance your LinkedIn presence?

The Google Network

150 150 mattd

The Google network is a great way to engage with audiences across the internet. It consists of both
the Search Network and the Display Network.

Search Network: Includes other search engines such as AOL as well as Google.

Display Network: Made up of a number of different websites which are owned by Google i.e.
YouTube and sites which specifically relate to Google such as Gmail.

The Google network makes up thousands of sites which display targeted AdWords. AdWord
campaigns are placed in the Google network by default. However it is possible to opt out of either
network by changing the settings.

Key things to know:

– If you are displaying a keyword – targeted ad, it can be placed across both the search and display network pages. Google uses search- engine- targeting to match keywords that users search for on search engines.

– Google display network pages use contextual targeting to match keywords to web page content, otherwise known as ‘automatic placements’.

-‘Placement-targeted’ ads can only appear on pages in the display network. It works by
choosing a specific audience and site to direct your ad at, otherwise known as ‘managed
placements’. The keywords and placements will combine efforts and work together to
determine the best position for the ad.

-Ads are displayed on Google based on their relevancy.

-Ads that are fully text based can appear on both search pages and on display network pages.

-Ads that feature images or videos can only appear on Display network pages.

Display Network Placements – Where do they go?

Search network ads are shown on pages related to the keywords related to the ad. These ads
appear alongside, above or below the search results and are specific to that particular search query.
Display network placements work differently.

‘Managed placements’ are ads which are placed separately for increased control. There is also the
added option of excluding certain placements for which you don’t want to run ads.

For more information on The Google Network contact us today on 08433 832 732

The Benefits of Search Engine Optimisation (SEO)

150 150 mattd

Online Marketing

There are two types of marketing approaches for search engine listings. The first is; ORGANIC; search
engine results are natural or ‘free’ listings. The second is PAID; search engine results have are paid
advertisements AKA ‘sponsored links’.

Search engines will rank the most relevant at the top of the page. This is determined by the
searchers query. Depending on the search engine, the relevancy of the search is calculated in
different ways. On Google, both organic and paid results will appear for the same query, however
the results are separate from each other. This means that the ranking of an organic search result will
not interfere with the ranking of an ad. The advertiser can perform well and have a strong online
presence, even if their site doesn’t rank top in the organic search results.

SEO

Search Engine Optimisation (SEO) = Creating new websites or altering existing in order for them to
rank highly in a search engine’s organic listings when users search on terms that are related to the
site’s content.

Search Engine Marketing

Search Engine Marketing (SEM) = the process of marketing and promoting a site through paid listings
on a search engine.

Using keywords associated with your website improves the ranking results of your website a great
deal. It is vital to generate engaging content and appropriate keywords in order to achieve the best
results possible for your site.

The majority of search engines work by using a pay-per-click (PPC) service, meaning that your only
charged when a user clicks on your ad and not for an ad impression (the amount of times in which
your ad appears on the page).

It is becoming increasingly popular to advertise websites rather than opting for the organic search.
There are several benefits of the PPC service; advertising allows you to become more proactive
about when and where a listing for your site to appear. Targeting and engaging with an audience
becomes a great deal easier, you can specify the user’s location, demographic, language. You can
also determine how to reach your audience through the device they use i.e computer or mobile
phone.

One of the most attractive aspects of online marketing is that it can be tailored to fit any budget.
There are a number of formats you can use to target different users such as text ads, graphical
images, audio streams or interactive and video ads. Also, if you find that the ad is not as influential
as you first hoped and believe that a different approach is needed, the formatting of your ad can
easily be changed.

Direct response vs. Branding

Direct response

Direct response determines what action you want your audience to take after they have clicked
through to your website, it could be; making a purchase, sign up to a newsletter or request a quote.
The action of your desired user is called a conversation.

By setting up a cost per acquisition (CPA), the impact of your ad can be measured. This is a great
way of monitoring the performance of your ad and ensuring that your CPA targets are met.

If your advertising goal is to promote your brand then your main purpose for advertising online is to
raise awareness of your brand and engage with potential audiences. This is achieved by being ahead
of as many competitors as possible within your target audience.

Examples of how online marketing can help you:

  • If you are an online retailer without a shop of location. Driving traffic to your website through displaying ads with keywords that will target your audience.
  • If you own a small business that cannot afford traditional marketing materials/ methods: Narrowly target your ads to target niche audiences and closely control your costs and track your return on investment (ROI).
  • If you own a large company but want to build on your brand awareness. Place images on sites you think your audiences will spend most of their time.

How can Google Ad Words benefit you and your company?

It is argued that the most beneficial aspect of Google ad words is how thoroughly measureable
it is. This makes it easier to understand what works and what doesn’t; every user’s click is linked
to a particular ad, keyword and search query. You can track each aspect and make improvements
and adjustments whenever you feel is necessary. This will enable you to engage more with your
audience and improve your return on investment.

Ad words will also be beneficial to you in terms of targeting audiences more directly. The ads will
target a user according to their query; the result being only highly relevant ads will be advertised to
the user. They are more likely to click on an ad if it is advertising what the user is searching for.

Want help with your SEO? Find out more by calling us on 020 3131 2230

5 Tips for Promoting a Product on Facebook

150 150 mattd

Facebook is a great way to increase brand awareness, build an online community and strengthen customer service for businesses.

Below are some of the key factors to take into consideration when promoting a product on Facebook.

Build a targeted audience:

It is essential that you target the right audience for your product. Start by understanding who your audience is and develop a strategy to attract that demographic to your Facebook page.

Creating content that is both captivating and informative should play a key part to your strategy; this will attract the right audience to your Facebook page (your audience are more likely to buy your product if the content you produce is interesting.)

Researching your competition should be an essential part of your strategy, it is important that you understand why your competitors are successful or not and become aware of what works and what not to do.

Facebook ads can also help businesses reach the right people, making it a great deal easier to establish the right audience for your product. Launching a Facebook ad to attract your target demographic is a great way to determine who to aim your product to online.

Creative giveaways:

Creating competitions on Facebook is a great way to generate awareness for a new product. Giving away a prize relevant to your audience through fun competitions is an effective way to engage with your online community and measure the popularity of your new product.

Prize giveaways are a great way of attracting new audiences to your Facebook page. Your target demographic will be more inclined to ‘like’ your page if there is potentially a chance of winning a prize.

For your existing Facebook fans, a prize giveaway is still an attractive prospect and they are still likely to become involved.

Create clear landing pages and calls to action.

When linking from your business Facebook page to the product you are launching, it is important to direct the user to the right landing page and convey a clear call to action.

Landing pages are essential for initially engaging with the user and encouraging them to take more action – for example clicking ‘like’ or filling in a form or alternative call-to-action.

 

Solicit feedback to improve the product, involve your fans.

If your business has effectively built a Facebook following that resembles your target market, this network can be a major research and development asset. Ask for feedback on your product, positive and negative. Don’t be afraid of negative feedback, use it to your advantage and make changes to the product you are selling accordingly.

Involving your audience in these changes will make them feel a part of something; this will result in a stronger engagement and ultimately a larger following across your social media channels.

 

Displaying different content for Fans and non-Fans

Public profiles now allow separate default landing areas for Fans and Non- Fans. This allows brands to display a ‘become a fan’ button in a Facebook tab. It is important for your business’s strategy  to generate an incentive for Facebook users to click on the button and ‘become a fan’, whether that be to give away the product your promoting or to demonstrate what it is you’re selling through a video etc.

Want to promote your product on Facebook? Find out more by calling us on 08433 832 732

How can Pinterest be helpful to estate agents?

mattd

How can Pinterest be helpful to estate agents?

–          Pinning great advice on buying/renting properties. Uploading articles, videos and links chock full of tips for first-time buyers, people will take notice and follow your board.

–         Expert advice on selling your home.  Handy tips on ways to sell your home; what works, what doesn’t work i.e colour schemes, less clutter, keeping the garden tidy etc. And other advice on what can help boost your home appeal.

–          Use Pictures and Videos– Upload pics and videos of homes (kitchens, living rooms, bathrooms etc) people will get an idea of what kind of homes you sell, even if the pics are of past properties, it’s still good to get a feel of what homes you can offer.

–          Green cleaning solutions -A board on how to be more environmentally friendly by reusing products and green cleaning ideas to make your new home spic and span. Ideas on how to save money on cleaning products and quick fixes for your home. Also, if you have a short supply of storage space, ideas on how to make the most of the space you’ve got.

–          Repin and follow– Follow people and boards on Pinterest that you like i.e a living room set, a nicely decorated room, a beautiful garden etc, people will start to get an idea of what kind of homes you represent, also people can then follow you off the back of it and will be aware of the properties you have available.

–          Repin products you love– repining or uploading products that you feel your customers will like i.e a cute cushion, a retro teapot, antique furniture, funky wallpaper etc the Rolfe East profile will become a lot more personalised and people will repin or like what you upload, a great way to engage with your audience.

–          Pictures and information of the areas the estate agents represent– Estate agents deal with property in several different areas, it would be a great idea to repin or upload pictures or any info about those areas.

 

Social Media 2012 – In Simple Numbers

150 150 mattd

Catching up with a few things on this Sunny Monday morning we just came across this great slideshow that’s well worth a look.

The most exciting aspect of Social Media and online marketing in general is how quickly it evolves – it’s our job to stay on top of this and pass this value onto our clients.

In just a few short years the way that businesses are marketing online has changed completely… check out this slideshow and let us know what you think…

 

An Introduction To Online Marketing – Part One

150 150 mattd

Most businesses in 2012 understand that they should be marketing online – people are spending increasing amounts of time online, the growing number of smartphones on the market is making mobile search more abundant and more important, and Social Media use continues to rise across all platforms.

The problem for businesses is knowing where to start, and what type of online marketing will suit them best, and give them the best chance of success.

So on this basis we plan to publish a series of regular blog posts to help businesses understand the different types of online marketing, and their subsequent benefits, in as simple terms as possible.

We will always try not to use jargon, and where we need to, we’ll do our best to explain what the jargon means!

And if there’s anything you would like more info on at any time, then please email the team at the following addresses:

matt@thebrightclick.co.uk | dan@thebrightclick.co.uk | hollie@thebrightclick.co.uk

We hope you enjoy the articles!

Online Marketing – Search Engine Listings

There are two main types of marketing approaches for search engine listings. The first is known as ORGANIC; these search engine results are natural or ‘free’ listings.

The second is PAID; search engine results appearing as paid advertisements are generally referred to as ‘sponsored links’ and usually work on a ‘Pay Per Click’ (PPC) basis – ie the person who has placed the advert only pays on the occasion that the advert is clicked on by the user.

Search engines will typically rank the most relevant results at the top of the page. This is determined by the searcher’s query – the ‘keywords’ that they type in.  Depending on the search engine, the relevancy of the search is calculated in different ways – and these are changed regularly in order to continually deliver the most accurate results, and also to deter spammers or those intent on cheating their way to search engine success.

On Google, both organic and paid results will appear for the same query, however the results are separate from each other. You will see the ‘sponsored links’ as the top three results in the ‘yellow box’ at the top of Google’s search results, and also some more of these along the right-hand side of the page.

The main advantage of a PPC campaign is that the advertiser can perform well and have a strong online presence, even if their site doesn’t currently rank as well in the organic search results.

SEO

SEO is a term that you will see a lot in relation to Online Marketing – it stands for Search Engine Optimisation and is essentially the process of either creating new websites or altering existing sites in order for them to rank highly in a search engine’s organic listings, when users search on terms that are related to the site’s content.

There are two type of SEO that you will generally hear referred to – ‘On Page’ and ‘Off Page’.

‘On Page’ basically refers to getting your website as geared up as possible for Google to ‘like’ it. This means using the main keywords associated with your website regularly within the content, implementing images and labelling them correctly and accurately, using strong headings, and other factors (we will go into this in more detail in a future blog) that will all improve the ranking results of your website.

Overall, it is vital to generate engaging content and appropriate keywords in order to maximise the chances of Google ‘liking’ your site when it crawls it.

‘Off Page’ means the amount of other sites that link back to your site – and the quality of these sites.

Google has traditionally considered links to a website to be a factor of how relevant and ‘important’ that site is – if a site had lots of links to it then Google made an assumption that this added to the relevance of the site.

However over time this has led to businesses creating ‘fake’ backlinks to their site and subsequently giving them a false advantage on the search results – these results often were based more on backlinks than on content, which is of course not how it should be.

Search results were coming down to who had the most SEO ‘tricks’ rather than whether the content on the site was relevant. When you consider that the very point of Google and other search engines is to deliver the most relevant results to the searcher, then something had to change – and it has in Google’s last couple of major updates, which they codenamed ‘Panda’ and ‘Penguin’.

Although backlinks still play a part, they are no longer as prominent and ‘fake’ links are being stamped out by Google on daily basis, with sites utilising them being strongly penalised.

Content and relevance are now very much king in the SEO world – so having your site set up properly has never been so important.

Please subscribe to this blog to receive our next instalment – or follow us on Facebook or Twitter to be kept up to date!