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12 Ways to Grow Your Business with Online Marketing

12 Ways to Grow Your Business with Online Marketing

1.Natural Search Engine Optimisation

Over 75% of internet users research using a search engine before purchasing goods or services online. It is therefore vital that your website is as visible as possible to internet users, which means it needs to be as search engine friendly as possible. This is best achieved through natural search engine optimisation (SEO).

As 92% of people using search engines never go beyond the second page, your goal should be to be listed on the first two pages of the main search engines such as Google, Yahoo! and MSN. There is no single action that will effectively optimise your website, and the work will need to be done on a regular basis to keep your site optimised. Therefore, you need the help of a search engine marketing specialist who will be familiar with the tactics and strategies needed to optimise your website, including the use of key words, content, relevant links and directory submissions.

Be wary of those who claim they can achieve first page rankings overnight as effective optimisation can take time. Carefully choose your SEO specialist by asking for examples of their work and whether they have the relevant experience and qualifications from an independent organisation such as SEMPO (Search Engine Marketing Professional Organisation). Regular reporting is also essential to ensure your budget is being properly used.

2.Pay Per Click Campaigns

Whilst natural SEO is the most effective long term strategy, Pay Per Click (PPC) advertising such as Google Adwords or Yahoo! Sponsored Search can be a highly effective short term tactic to quickly increase traffic to your website. Consider using PPC initially to increase the visibility of your website whilst SEO improves your ‘natural ranking, and then use PPC in the longer term for ‘special offers’ or other seasonal campaigns.

Don’t just jump into a PPC campaign without first ensuring that your PPC provider does the necessary research into relevant keywords, advert content and costs. Without this essential research you may find you end up spending a lot of money without the desired results.

Make sure you also spend the time to properly analyse the valuable information a PPC campaign provides which will also help you with your natural SEO.

3.Email Marketing

Across all sectors of business, email marketing continues to be one of the most successful online marketing tools for both the B2B and B2C markets. In a recent survey by MarketingProfs Research, email marketing was seen by businesses as not only the most popular marketing tool, beating other channels such as tradeshows, direct mail, print advertising and sponsorship, but also highly effective in both finding new customers and retaining existing ones.

Unfortunately most people use email marketing as a very blunt instrument, simply sending thousands of emails without much, or any, consideration to their target audience, the content of their email, the relevance of the message, or even knowing whether their emails are ever opened. Not having an effective email marketing tool and strategy will restrict your business opportunities.

Successful email marketing is not just about sending vast numbers of emails. What really counts are deliverability, opening rates, relevant content and measurement of campaigns. To really reap the immense benefits of email marketing it is essential that you have the right system for the job which should include features and benefits such as:

·Easy to use editor – Quickly write your own email campaigns with a simple editor.

·Spam checker – improve your deliverability rates up to 85% by having your emails scored against industry leading spam filter software before you send them.

·Bounce management –Manage the integrity of your data by automatic suppression of email addresses that bounce.

·Landing zones – engage your audience by directing them to landing pages for further relevant information.

·Click-through analysis – track exactly what your audience do when thy click on links to landing pages, your website, or other specific links.

·Dynamic content – vary the content of your emails to be client specific, which will dramatically increase your opening and response rates.

·Triggered emails – follow up an email campaign with further relevant emails triggered by the recipient’s responses to your initial email.

4.Website Landing Pages

One of the biggest mistakes people make when they are promoting their website through online or offline marketing campaigns such as SEO, PPC, Email marketing, direct mail or advertising is to only direct people to their home page. By it’s very nature your home page is likely to be a generic introduction, a shop window to who you are and what you do, or even just a graphic or a flash image.

Much as you love your home page, in reality it is unlikely to relate to the message you gave your audience to encourage then to visit your website. Immediacy is the key when attracting and engaging visitors on your website. People visiting your website don’t want to arrive at your home page, they expect to be taken straight away to a page that gives them the further information you promised them.

This is why it’s essential that your website has landing pages that provide the relevant information a visitor wants when they are directed to your website.


A newsletter is a great way of providing further information or content for those visiting your website. A newsletter might contain useful tips, special offers, product developments and articles. A library of regular newsletters uploaded to your website will help with adding regular content changes that can improve your search engine optimisation.

An essential part of using a newsletter is to have a newsletter sign up facility on your website. This will encourage visitors not yet ready to make a purchase to provide you with an opted in email address and contact details for further marketing.

6.Blogs / Articles

Blogs are an excellent way of sharing thoughts and ideas with visitors. They are also effective in providing additional content for search engine optimisation purposes. A regular blog can attract visitors looking for information and comment of an area of interest to them and can provide you with useful feedback.

Consider writing and publishing articles with authoritative content on your area of knowledge. These can be posted on relevant article websites with a link to and from the article website. This can help with both links to improve your website optimisation and with generating additional traffic to your own website.

7.Call to Action

You may have the most attractive, engaging and interesting website, but does it include any call to action for visitors? If your objective is to obtain leads, gather prospecting contact details, or making a sale, then it is vital that you actually ask visitors to do what you want them to do and provide them with a way of doing it.

Believe it or not, too many websites lack even a contact telephone number or email contact page. In addition you should have sign up boxes or links to landing pages that encourage visitors to respond to your calls to action.

The same principles apply to emails and newsletters. Make sure that you include calls to action throughout your content with ways of measuring which are the most responsive.

8.Free Information

As already mentioned, people often use the internet for gathering information, so one very effective way of getting them to visit your website is to offer them this information as a free package. This can be in the form of ‘hints and tips’, guides, factsheets, or a ‘white paper’ on various relevant subjects offered as downloadable PDF files. These can be a highly successful method of lead generation and the only cost to you is the time taken to write and upload the free item onto your website. However, it is essential that you ask people to provide you with contact information in return for receiving this information so you can follow these leads up.


Including a survey on your website, or as part of an email broadcast will allow visitors or recipients to interact with your online marketing. You can offer various types of survey where participants could be anonymous or identifiable.

The survey could just be a bit of fun, on a topical subject to measure the opinions participants, or a valuable way of getting feedback on your products or service from prospects or customers. In addition, the survey results could be used as the basis of a press release, article, newsletter or fact sheet.

10. Autoresponders

It is an accepted principle of marketing that it often takes between 5 and 8 contacts before a prospect converts into a client. It is therefore important that you have an effective follow up strategy for all the leads you generate, whether they be online or offline. One of the most effective ways to follow up is by email using autoresponders.

An autoresponder is an automatic email sent in response to an action or trigger from either a visitor to your website or a recipient of a previous email or newsletter. A well structured regular contact email campaign can increase brand awareness, create trust, build relationships and significantly increase your conversion rates from prospects to customers.

A good email marketing system will allow you to set up these autoresponders in advance so they are ready to be sent automatically as soon as the trigger is activated.

11. Online Directories

There are two good reasons for using online directories. Firstly, by submitting your website details to relevant directories you will increase the number of incoming links to your website, which will improve your search engine optimisation. The second is that by subscribing to (which may involve a subscription fee) a high-traffic, relevant and industry specific directory, you can drive quality visitors to your website.

However, the key in the proper use of directories is to make sure they are relevant to what you do, either directly or by association. Beware of ‘link farming’ which often involves submitting your website to any old directory whether it is relevant or not. This can have a significant negative impact on your search engine rankings as well as potentially directing irrelevant traffic to your website.

12. Integrated marketing strategy

It is important that you develop a ‘multi-channel’ marketing strategy for your business that should include both online and offline marketing. To make these strategies most effective and profitable you should make sure that all your marketing channels are integrated together.

An example of doing this effectively would be when you do a direct mailing to prospects or clients offering them free information in the form of a guide, factsheet or ‘white paper’ and directing them to your website to complete a request form.

You should also ensure you carefully record the results from your various strategies and campaigns so you can identify those that are the most successful and profitable.

What to do now

Impact Web Solutions can provide both the expertise and tools needed to build an effective online marketing strategy for your business.

Whether you are looking to build a new website, or develop an existing one, expand into the highly profitable area of eCommerce, develop a successful search engine optimisation campaign so you can be on the 1st page of Google, improve your Pay Per Click results, or reap the benefits of an effective email marketing campaign, we have the practical expertise and help for businesses of all sizes.

Just call us now on 0116 275 8456 for an initial discussion of your needs and to arrange a free no-obligation meeting.