Online Marketing

Your web site should always be prominent for your key business terms, gaining reputation and promoting your services online.
FirstlineSEO has a dedicated Online Marketing Expert, committed to promoting your site for you with a defined online marketing strategy via the mediums of Paid Search, Email Marketing, Online Branding and PR, Affiliate Marketing and ongoing Search Optimisation.

Each of our clients have unique needs, so we will never give you an off the shelf marketing package, preferring to optimise your marketing strategy and your site to work together to attain your online goals.

What we will always offer, essential to each marketing method, is the Key Phrase Strategy a researched assessment of your industry & web site. We research the most effective key phrases to use in marketing your web site., concentrating on their specific area of expertise. Our goal is to deliver qualified traffic, to attain the sales and leads generation your business needs from an online presence.

We will monitor everything for you, giving you a monthly report one how well your online web site. promotions are running for you.

With any marketing campaign we would recommend allocating a monthly budget to maintenance and further development of a marketing strategy over a 12 month period with realistic ROI targets.

The different types on online marketing explained below:

Search Engine Marketing Overview

Using search engine marketing, it’s easy to start promoting your site and expanding your reach. Search marketing probably is the most cost-effective method of advertising on the Web, allowing you to reach the largest possible audience for the least amount of money.

In search engine marketing, the normal rules of advertising are reversed: instead of a business sending its ads blindly to a mass audience, consumers tell advertisers what they want by entering words in a search engine like Google, Yahoo! or MSN, then the ads appear on a search results page. Consumers who are already looking for a particular product are more likely to click on the ads once they appear.

There are four common search engine marketing practices:

• Paid search or PPC (Pay Per Click)
• Natural or organic search engine marketing
• Product search Marketing – Google Base
• Local search marketing

Pay Per Click (PPC)/Paid Search Online Marketing Campaign

Paid Search campaigns operate on a keyword auction basis within Search Engines and their content networks. Visitors and therefore sales can be achieved almost immediately.

Paid Search targets highly motivated clients demonstrating explicit buying signals through their choice of keyword. This will result in excellent ROI. The campaign targets only individuals actively and specifically seeking the type of services offered. The clicks being received can be scaled up or down/turned on or off at a moments notice giving complete control over campaign impact and budgets.

Account Set up
During the set up procedures, a number of options are given as to the aspects of the campaign, the level of which is set by the Search Engine:

• Target Audience Demographics
• Keywords Bidding options
• Ad scheduling / Day Parting
• Networks advertised on
• Keyword matching options

FirstlineSEO will manage this process in line with the marketing objectives.

Writing Ad Copy
Copy relevant to the search term drives sales. Structured use of the search phrase on the title and description will ensure maximum click-through rate from qualified visitors.

Selecting Landing Pages
In order to optimise the value of PPC search referrals, it is important that users are driven directly to the page most relevant to the search term used. Relevant subsections and/or deep content within the site will be carefully selected to be the first landing pages from the search engines where possible. This will aid maximising conversion rates.

Bid Management
The pay-per-click Search Engines operate on a keyword auction basis. In many cases only the top few sites are shown. A thorough knowledge of these relationships is essential to achieve broad visibility without paying too much. FirstlineSEO monitors all bids for keywords across all search engines within the campaign and adjusts bids to ensure highest ROI.

The default for minimum cost per click is one price for all keywords. However certain keywords may be of more value than others. FirstlineSEO will identify the value of every keyword and where conversion rates are good, increase bids in order to maximise profitable sales.

Natural or organic Search Engine Optimisation (SEO)

Search Engines each have their own unique algorithms which assess a web page on a number of factors for relevancy to the terms which they find. A search engine sends out 'spiders' to read a web site., collecting the information and returning it to the search engine for assessment.

When your web content is picked up, there are many techniques which you can utilise to ensure that you're found to be relevant for the search terms most connected to your business and your web page is returned in the search results pages. This is where SEO comes into the equation for developing a high performance web site.

The basic ideology behind SEO is to improve the presence of a web site., encouraging its popularity with both end users and search engines. As there are now millions of web sites vying for valuable search engine results page space, your web site. needs to lift itself above those others which are competing against yours.

The cornerstone of search engine optimisation is: knowing your audience, knowing their needs and how they fulfil them. SEO is about promoting and using your web site. as a tool to sell your service above your competitors. FirstlineSEO's dedicated online marketing team optimises web sites to not only rank well against your search terms, but to also encourage your site visitor to carry out the sale, or provide the lead you need for your business. We utilise established techniques which are not based upon search engine spamming methods and ensure our team stay abreast of the latest search engine changes and marketing methods and arenas.

Search Engine Optimisation sometimes requires changes to the source code of your site and is an ongoing process which needs to be carefully handled. FirstlineSEO offers two solutions to search engine optimisation. We can optimise each page individually for the best results, utilising the Key Phrase Strategy for each page to ensure the key terms are available for indexing in the web content. Alternatively, as our standard solution is to perform a general optimisation of the web site. without optimising each page individually. With both solutions content is optimised in the following areas:

Page titles

Meta keywords

Meta descriptions

H tags (content titling)

P tags (main content)

Image ALT text

Link text

We pride ourselves on gaining local knowledge and using it to get you more site visits than your competitors. If you're a local business in Northamptonshire for example, you will not immediately need to compete with search results worldwide. We narrow your search terms so that you have a more realistic goal in mind, concentrating on Northampton and the East Midlands area is a good start, getting you an amount of business you can cope with, raising your online potential in stages that is increasable at any time.

Once you have tackled the surrounding area of Northampton or the whole of the East Midlands yopu can then up your game to the bigger picture if you feel it neccessary.

Some SEO companies claim to get you top of google without even knowing about your company and realistically setting goals. Here at FirstlineSEO we never make claims that we simply cannot meet. We are not unrealistic and we can assure you we can make great improvements to your business in easy to manage stages that suit your business needs.

It may be possible to get you to the top of Google (for example) with a keyphrase like "painted duck eggs" if that is what you sell however for those businesses who trade in more common services like plumbers, electricians, etc it is a lot harder to get ranked high in search engines for a keyword like "plumber" as there are just so many out there. We understand this and use it to our advantage by concentrating on that particular plumber's area for example we know we cannot easily get him ranked on Google with the word "plumber" so what we will do is use "plumbers in Northampton" or "Plumbers in East Midlands "Plumbers in Kettering" etc and really push the business in the local area, it's not like there's not enough work in his surrounding counties to deal with!

By being more realistic the search engine marketing methods will be long lasting and very advantageous to the business, with only small changes and adding of content now and again to keep the business near the top.

Product Search Marketing

Froogle is a Free, searchable, online database into which users can add content; including classified ads, articles, and other information as an extension of the existing Google content collection. Any Google Account holder can add almost any type of content and describe items on Base to make them as easy as possible for people to find when they search on the Google network. Items you submit to Froogle might be found on Google properties like Google Search and Google Local Business Ads.

Email Marketing (EMA)

Email Marketing is a form of marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.

Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.

Adding advertisements in e-mails sent by other companies to their customers.

Emails that are being sent on the Internet (Email did and does exist outside the Internet, Network Email, FIDO etc.)

Researchers estimate that as of 2004 the E-mail Marketing industry's revenue has surpassed the $1 billion/yr mark.

Why Email Marketing?

42% of business users check their business email while on holiday.

53% of business users check their email six or more times during the working day.

34% of internet users check their email continuously throughout the day.

96% of internet users' main reason for being online is email.

If that isn't enough:

Emailing has overtaken post in some countries

It's available 24/7/365!

It can be automated

Benefits

More cost effective than Direct Marketing

You can target a specific audience

Emails can be automated therefore saving time and money

You can get a quicker response than Direct Mail

You can send follow up emails to sales/enquiries

You can use 'teaser' campaigns to engage and interest the customer

Emails can be tracked - You can see exactly where your customer has clicked and how many times.

You can keep on improving your campaigns as measured responses help you analyse data accurately.

Return on investment has proven to be high when done properly.

It is instant, as opposed to a mailed advertisement; an e-mail arrives in a few seconds or minutes.

It lets the advertiser "push" the message to its audience, as opposed to a web site. that waits for customers to come in.

Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them.

When most people switch on their computer the first thing they do is check their e-mail.

Specific types of interaction with messages can trigger other messages to be automatically delivered.

Affiliate Networking

Between 2003 and 2005, the value of affiliate driven sales in the UK has risen by 350% to £1.35bn. By the end of this year the market is predicted to have grown by a further 60% and will be worth £2.16 billion. This phenomenal growth has occurred because affiliate marketing gives significant opportunities to both advertisers and publishers.

Advertisers are attracted by affiliate marketing because it is fully accountable, transparent and offers them total control over the amount they are willing to pay for a required user action. Publishers benefit by having a considerable additional revenue stream for their site while associating with big recognisable brands.

How does Affiliate marketing work?

Advertising clients - also known as merchants - offer advertising media that can be integrated into your web site., making you the publisher of their advertising content. The merchant then pays you a commission for any sales, leads or required actions that a user takes on your web site. What can FirstlineSEO do for you? FirstlineSEO will manage your affiliate marketing and maximise your ROI by providing significant additional revenue streams for your business. We can integrate programs in a way that does not detract from the users experience whilst also adding value to your site from affiliate specific services. We will closely match affiliate programs so that they reflect the interest of your users by providing advertisers and merchants that are explicit to the content of your site.

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