Being a digital agency
Things look like they have moved on since the day of just building websites. It is all about running the business for the client now.
You still need the website but it needs to be built in such a way that it is forever expanding and communication with your clients customers. It is all about getting the customer involved, keeping them interested and selling as much as you can but not selling it again, well not straight away.
The website copy and keywords still need to be built in such a way to encourage traffic from search engines. The detail you put into it will make it more interesting and keep the person looking for more.
Online advertising
Online advertising through the top 3 search providers Google, Bing and Yahoo. This is where most of your budget can get blown if not done correctly. Online advertising isn’t just about putting your ad on all the search engines with a few keywords. It’s about getting the correct keywords that relate to the information on your site then finding related keywords that are less populate so inexpensive but get you just as much traffic. It’s not just about getting traffic to your site. It’s about tracking your traffic from different adverts and landing pages to see how they react and will they go to the purchase or enquiry page which is basically the objective.
So now we have the website and the adverts that lead the customer into the door to do the purchase or enquiry you then need to keep the customer informed of new products or services that you offer as well as keeping the adverts and the website going. The advert keywords will always need changing to find the better price and the website will always need updating with new content to keep them coming back for more.
Bulk emailing broadcasting
If done correctly it works but it is so easy to do it wrong and because doing a mass email is normally done to people who you have never communicated with before it is difficult to get them to your website. The email has to be short and sweet with exactly the information the person would like to see if it isn’t it will be treated as spam. You need to track emails the same way as adverts just so you understand how to improve and tweak it to get better results. The result is to get the customer in to buy or make an enquiry.
If a person clicks through to your website it shows that they are interested in some way. From there you need to setup goals to track how interested they are so that you can send another email to give them what they want. This way you can turn a slightly interested user into a potential buyer.
Newsletter sending
Newsletters should be done as much as you have new information available for you customers, you can’t just send out a newsletter every week talking about the same thing. Newsletters should include previous version links just in case they haven’t read the last newsletter or are new. All links from the newsletter should be tracked so that you can improve the click through rate.