Gravity Digital Web Design Derby

Digital Marketing Blog

We’re looking for two new people to join our team in Derby

We’re looking for two new people to join our team in Derby

We currently have two new positions at Gravity for a Digital Marketing Executive and also a Front-End Web Designer.

Both of these positions will be based at our office in central Derby, but will also involve working from home until the time comes, hopefully in the not too distant future, when we can all work together safely.

Find out more here

Digital Marketing Blog

Don’t waste money on your website

Don’t waste money on your website

Websites are the single most important marketing tool that your organisation has to attract sales and enquiries.

Another way of putting it is that websites are your most loyal and knowledgeable employee, available 24/7 and should have the answers to just about everything. So, treating your website well and maintaining the information and software is essential – especially as competition for webspace is increasing.

Now, more than ever, we are operating within a ‘digital first’ world where much of our day-to-day business is online, if your website isn’t up to scratch it reflects on your brand.

The first thing to do is to make sure you don’t waste money on a website – whether it’s a new website or an existing one, some businesses don’t invest enough time, resource or money and that’s often when problems begin. Here are a few things you can do to give your website a health check;

  • Speed – speed is everything and a slow website is a big turn-off. Search engines rate a website on how fast it is, and this could determine where you appear in searches. Speed is determined by hosting, content, coding and general build.
  • Maintenance – just like an engine that does a lot of mileage, to keep it in the best condition a website needs regular maintenance. This means regular security and software updates, it’s far better to keep a website maintained than to try and repair any damage after it has happened.
  • Experience – when somebody lands on your website it reflects your brand and should immediately describe what your organisation offers. Put yourself in the place of the visitor and regularly review how the website looks, the images and the language you use – it takes less than 1 second to form an opinion about your company from a website, so first impressions count.
  • Responsive – many websites are viewed on mobile devices or tablets. The website should be designed to be responsive; this doesn’t mean just shrinking it down, ensure you present the right information for people on the move.
  • Analyse – make sure you have analytics installed so you can extract valuable information about how people use your website.

Google is the largest search engine and it studies every detail of how people interact online. Google tracks every click and you can gain informative insights to help influence your online presence. For example, understanding how people arrive at your website gives an impression of how to focus or re-focus, your marketing activity this includes social media, email marketing, SEO and digital adverts.

Overall, make sure your website is effective, don’t waste money on getting a cheap website or template, because it might just not make the grade, then you may be faced with spending money on bringing up to scratch. Here are a few stats on why your website is so important;

  • 90% of people don’t trust websites that have mistakes or are slow to load.
  • 90% of people that phone, email or visit your business will have visited your website.
  • 60% say that they wouldn’t recommend a business with a poorly designed website.
  • 85% of customers look and compare online before making purchase decisions.
  • 40% will stop looking at a website if it is unattractive.
  • 50% of people expect a maximum load time of 2 seconds.

However, it’s no good having an attractive fast website if no one knows it’s there. People often turn first to search engines and social media channels to learn about products and services. This is where your customer’s journey starts. Websites have to earn for their place in rankings, so the right SEO-structure help you manipulate how your brand appears in search engines to create the best first impression. Also keeping your social media and wider marketing messages consistent and clear are just as important.

To generate sales or leads online, focus on making the website look and perform well centered around the customer experience, which, if done right, can attract the right visitors.

Try not to think about your website as a cost, instead think of it as an investment. You spend money to make money, so spend wisely.

Digital Marketing Blog

Why is digital marketing important to your business?

Why is digital marketing important to your business?

The answer to this question can be found just by looking around you. How many electronic devices can you see? The chances are that you are reading this on a laptop or mobile and there are probably a few other devices that can connect to the internet within easy reach.

Think of how you consume information yourself and even how you share information with colleagues, friends and family. Being online and being connected has transformed the way we buy things, the way we find out about events and, it can even influence the way we vote.  Being readily online, at almost anytime, is one of the reasons digital marketing has transformed how businesses promote and market their products and services.

We believe digital marketing has four key advantages over the traditional way of marketing – measurability, affordability, speed and engagement.

Measurability

A website is arguably the single most important marketing tools and it is an insight into what people are interested and how they find your website and move around it. How many people have visited your site? Where are they coming from, natural search, through pay-per-click (PPC), social media or email campaigns? You can monitor the change in your figures over time, giving you real information about whether your marketing message is getting through to the right people.

Affordability

Digital marketing has opened up the arena of marketing to smaller and medium-sized firms the world over, putting them onto a level playing field with bigger corporates, through its affordability. For example, Facebook advertising through ad campaign tools such as ‘boost posts’ costs a fraction of the cost of printing leaflets and can be directed at a specific group of people.

At the same time, you get much greater reach with a wider audience that potentially spans the entire world, and less paper goes to landfill to boot. Similarly, online banner adverts on websites generally cost less than adverts placed in more traditional outlets like daily newspapers or magazines. With the data that is generated by these online advertising techniques you also get feedback on how efficient you ad spend was too.

Speed

You can also get your message out there quicker in the virtual world – a simple click of a mouse button is all that is needed.  When compared to the much longer process of getting printed materials produced and distributed, it means that companies can be much more agile with their messaging. Twitter posts or website updates take a few minutes compared to days for the development and printing of a flyer. An e-newsletter can be written and controlled when it gets sent out and you can monitor who has opened it, whereas an advert can take a week to place in a newspaper and you never quite know how many people have seen it.

Engagement

Digital marketing brings a dynamic edge to how you promote yourself in a fast-paced world.

One of the biggest reasons digital marketing has become so important is the engagement it brings – you can converse with your prospective and current customers, answer questions and resolve issues. You can also interact with a wider audience, meaning you can do more than just sell.

You can seek opinions and carry out market research to better inform your decision making. You can also seek out collaborations or campaign for subcontractors or the professional opinions of your peers on project work too. By getting your audience to share pages you can increase your profile, and receive their endorsement in the process.

Engagement can be achieved via other avenues too such as competitions, blogs, PR, events and other marketing activities.

Using real time online marketing you can comment on issues and update or inform your customers immediately after significant events that may impact the sector you and your customers operate. You can also quickly match or better competitors’ offers with your own, keeping you at the sharp end of the marketplace.

So, digital marketing is more than important to your business – it is indispensable.

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

Our visit to 10 Downing Street: Flying the flag for rural businesses

Our visit to 10 Downing Street: Flying the flag for rural businesses

Being invited to the former home of Winston Churchill, David Lloyd George and William Gladstone, not to mention the current home of Larry the “Chief Mouser”, was a rather delightful surprise. Far better, the reason was an invite to attend a 10 Downing St Roundtable on Rural Business, a topic that, rather handily, we are passionate about.

Rural Business Roundtable: The purpose

Of course, having a rural office, a rural workforce and several acres of rural clients, certainly helps us to understand the rural economy so, when we got our invite from the Rural Business Group, inspired we suspect by our title of Best Rural Creative or Media Business 2016 at the UK-wide, CLA-sponsored Rural Business Awards, we were made up!

The purpose of the Roundtable was for 10 Downing Street to explore what a rural business was and to understand the challenges that we, and other rural businesses are facing. Thinking it a little selfish to limit this opportunity to just our issues, (and that of the other 11 firms attending), we canvassed our rural clients, asked our rural business colleagues and put a call out on social media so that we could raise wide-ranging rural concerns and put forward others’ ideas, alongside our own.

Understanding rural businesses

During the roundtable the debate was intense and unanimous around the challenges of connectivity, transport and crime, however, what we found the most interesting was that the perception of rural businesses seemed a little limited. For example, businesses that were based in the countryside but that didn’t make a traditionally rural product, or weren’t a diversified farm, didn’t seem to be considered a rural business by everyone. By this measure, in our client portfolio alone, the rural economy would have failed to claim hundreds of employees and several hundred million pounds of revenue, just because the businesses involved failed to conform to a traditional stereotype.

Rural business challenges

Yet, all these rurally-based businesses are facing the same operational challenges, investing in their local area and upskilling the rural workforce. In fact, many of these businesses that chose to locate their premises, offices, factories and workshops in our green and pleasant land, are often a significant employer in the local area.

Luckily, these businesses have been able to find space rurally. At Gravity though, we have really struggled. As a professional services business, we need office space to grow; and in rural towns, there isn’t any! Take Bakewell in Derbyshire as an example. For a whole range of reasons, irrelevant to this blog, we wanted to base our rural office in or around Bakewell. We’d love to have bought an office, even rented a large one, however, the available space is all dedicated to either retail, agriculture or co-working spaces for microbusinesses.

There is always the possibility of finding a barn or outbuilding somewhere that we could convert, but then we come full circle as, even if we did that, there’s then no broadband provision or telecommunications signal – both of which are vital for our digital marketing business!

Defining the rural economy

Happily, our quandary was recognised and the Founders of the Rural Business Group, two businesswomen, Anna Price and Jemma Clifford, have been tasked, by Downing Street, with developing a definition of what the rural economy is, the parameters of the businesses it contains and how rural business success can be measured – a big task for the entrepreneurs, but one that will be invaluable to the rural community.

So, we’d like to thank the Rural Business Group for the opportunity to share our thoughts with No.10 and for all the work the Founders are about to do on behalf of the rural economy, thank you, we are thrilled to have been a part of it.

 

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

We are proud to become a Google Partner

We are proud to become a Google Partner

Since launching in 2015 Gravity Digital employs six people, has won four awards and works with clients in almost every region in the UK.

We are now really proud to announce that we have been awarded Google Partner status.  Achieving Partner status means that we have been able to demonstrate AdWords skills and expertise, met the Google ad spending requirements across a portfolio of managed clients, delivered client revenue growth, and sustained growth.

Andy Smith, Director of Gravity Digital explains; “We have always been recognised for providing our customers with an unrivalled service when managing their AdWords accounts and with this accreditation from Google we can continue to drive targeted groups of customers to websites through Pay Per Click (PPC) activity to complement our search engine optimisation (SEO) techniques.

“We work closely with our clients, and this certification means that we are also considered by Google to be trusted and knowledgeable when it comes to raising the profile of a website.”

Working within the internet industry so many things change on a regular basis and keeping up with the latest developments, algorithm changes and advances in technology is in Gravity Digitals DNA!

Early last year we put Google AdWords account management skills to work for our chosen charity, Just for Dogs, and successfully managed to obtain $10,000 per month of AdWords grant from Google.

Creating Google search adverts that specifically target people in Derby, Leicester, Staffordshire and Nottingham, Gravity has significantly increased traffic to the Just for Dogs website.  The number of enquiries into the small charity has shot up as a result, which is a huge boost to this small local charity.

Margaret Smith, owner of Just for Dogs explained what the increased online activity has meant to the charity; “We are a very small charity and every dog that is adopted makes such a big difference for us. But more important is the effort that goes into attracting volunteers, donations and keeping the rescue centre going.

“Since launching the website and the AdWords campaign, with the grant that Gravity obtained from Google on our behalf, we have been overwhelmed with people getting in touch. Our increased and targeted digital presence has changed the whole organisation – now we have started to think ‘digital first’ in just about all of our promotional activity.”

If you want to get more customers, and want more traffic to your website, then please contact us either by phone or email [email protected] and the team will be happy to talk further and show lots of examples and case studies.

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

Breakfast with Benefits – reflections over canapés

Breakfast with Benefits – reflections over canapés

Getting up early on a Tuesday morning, for a slap-up breakfast with some of the very best people that Derby has to offer, usually means there is a Marketing Derby Bondholder event somewhere fabulous.

This morning was slightly different for Gravity as it was our Bondholder Breakfast we were getting up early for. This meant getting up before day break to set things up, and having to wait until it’s all over to have our own breakfast.

So, we just wanted to take a step back and reflect on today’s event.

Way back in September last year we went for a drink with our friends at Cactus Images and decided to hold a Bondholder event. When we got in touch to ask, the ever-efficient Lindsey at Marketing Derby told us we could hold an event but that it would be at least six months away.

‘Great!’ we thought, “That gives us plenty of time.”

Now, we all know that a busy plumber always has a leaky tap at home. And so it goes that a busy marketing agency never has time to market themselves properly, so the planning started in earnest just a few weeks ago. We probably shouldn’t say that, but it’s said now.

Since then it’s been all hands-on deck. We’ve brought our kernel of an idea for an event to life and given it structure.

Once you have structure, you then have a very busy schedule of things to do. This has seen us agonising over parcel tags versus little boxes, brown bags over white bags, twisted handle or not… Then stamping 120 bags, ordering fortune cookies, getting in touch with clients to ask for items to give away in the goody bags, coming up with a fabulous tips and tricks generator, meeting with Morley Hayes to discuss the selection of canapés and the layout of the room, sourcing a screen and thinking about the logistics of the order of play; as well as breathing life into the presentations we wanted to deliver on the morning itself.

But we are really pleased to say that today was a great success. The fact that so many busy people took the time to come and listen to find out more about us and Cactus Images has been overwhelming. Thank you to each and every one of you for your time, we know how precious it is to you.

More than 100 people arrived at Morley Hayes on a beautiful misty spring morning and that already made our day. We started the morning by serving our guests with a selection of breakfast canapés and we have to say that the atmosphere in the room as people mingled with each other was inspiring.

As anyone who has had to speak in public will know, not knowing how your audience will react as you take to the lectern can turn the steeliest of characters into a paranoid mess. So seeing how warm and friendly the people in the room were this morning, helped us to step up and deliver what we hope will be food for thought, packed with tips and tricks.

We came up with the name of Breakfast with Benefits for the event, partly because we thought it sounded cool, but also because it truly matches our ethos. We pride ourselves on always doing the right thing by our clients and we believe in sharing our knowledge and expertise with others where they might find it helpful.

Being a small business we often come across the same problems repeatedly. Often clients have placed their digital marketing elsewhere (and usually with much bigger businesses than our own) and the relationship has soured as expectations have not been met. So we have had to fix websites that have dropped all of their Google traffic, we’ve had to revive social media accounts that have been left to whistle in the wind, we’ve had to analyse marketing tactics that have been put in place that have leeched money. Usually, we also must seek out usernames and passwords that have been lost somewhere along the way.

So, we wanted to help people to help themselves by imparting some advice. We’ve seen a lot of crazy things and so we feel in a strong position to be able to do this. We might not win your business today, but we would be happy if we have given even a handful of you an ‘Aha!’ moment that will help you figure out some answers to some of the problems you might have been facing.

As a parting shot, go and check out our fabulous digital marketing tips and tricks generator. Not least of all because Andy at Gravity worked all weekend to make it for this event!

www.breakfastwithbenefits.uk

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

Digital decoded – digital marketing terms all businesses need to know

Digital decoded – digital marketing terms all businesses need to know

In today’s fast-paced world of constant communication online, businesses need great digital marketing strategies to capture and keep their customers’ attention. With clients on the move and accessing their information and products via mobile phone or tablet – as well as their desk-based laptop – it’s vital for businesses to adapt their traditional marketing approach and bring it up to date.

With increased opportunity comes increased challenge, and for pre-generation-Y, the profusion of new digital marketing terms now in common parlance can be like a whole new foreign language that must be quickly mastered in order to keep up with the pace. The crucial point is that digital marketing is not just about reaching new audiences, but about measuring engagement so that ad campaigns can be effectively targeted and budgets don’t go through the roof.

With that in mind, here is our handy glossary of common digital marketing terms that crop up most in our conversations with clients on how best to present their online shopfront. We hope it is useful!

PPC – Pay Per Click

This is a method of internet marketing whereby advertisers pay a set amount each time an advert is clicked. This may be seen as a “bought visit” to your website as opposed to what we would call an “organic visit” – one where a customer enters a word or phrase, into a search engine and clicks on a website link that has appeared as a result of the words entered.  As the name suggests, you pay a sum of money every time someone clicks on your advert.

AdWords

AdWords is a service offered by Google and is a form of PPC advertising. AdWords targets adverts against specific searches in search engines.  When a prospective customer searches on Google, ads appear above the organic results in the top 3 positions, and also at the bottom showing 3 more ads. Through the display network, Google also uses advertising space on thousands of websites who have signed up with Google to display Google ads on their sites.

SEO – Search Engine Optimisation

This is a hugely misunderstood technique in the digital marketing world.  SEO enables the growth of organic search engine results.  It involves elements of improving rankings, driving traffic and increasing awareness of the site across search engines. A good SEO strategy will mean that a business’s website will achieve a better ranking on search engine results pages for a wide range of search phrases.

Responsive websites

Responsive website designs are sometimes also referred to as mobile-friendly designs and to a large extent the terms can be considered interchangeable.  Being ‘mobile friendly’ is a big part of getting part of the SEO right for your website, since Google will mark your website down a notch or two for not being mobile friendly.  Responsive designs are simply a website design that will work well for your customer whether they are viewing it on a mobile screen, a tablet or on a laptop. The design ‘responds’ to how the customer is viewing it, making it a good experience for the user.

CTR / CPC / CPA

These are all mainly advertising acronyms used to describe how successful an ad campaign is performing.

CTR means “Click Through Rate” and is expressed as a percentage. It indicates the number of visitors clicking on an advert as a proportion of how many times the advert was seen.  Low CTR means a poorly performing ad!

CPC means “Cost Per Click”.  This is the cost of a click on an advert for a particular phrase.   Some phrases cost much more per click than others which is dictated by how popular those phrases are.   Paying attention to similar phrases that cost less is a way of getting more value out of advertising campaigns.

CPA means “Cost Per Acquisition”.  This is a means of calculating how much advertising spend it costs to make a sale.  With a 1% conversion rate for instance, it would take 100 clicks to make one sale.  Taking the CPC for all of the 100 clicks and adding them together gives you the CPA.  If the CPA outstrips the profit you are making on the sale itself, your ad campaign needs a rethink.

CMS

A CMS is a “Content Management System”.  Most websites should be run on a Content Management System these days and if yours isn’t, then give us a call!  Once upon a time, websites were hand crafted page by page.  This quickly showed itself to be a problem when someone decided to make whole site changes such as to change the logo or the colour of the website. It also soon demonstrated that it was costly to always get a web designer to change small pieces of copy on one page, or to add a new news item.  Content Management Systems allow you to edit the content of the pages of your website without touching the design, which also makes it easier and cheaper to keep your website up to date and in good order.

eShots and Email Newsletters

Email Marketing via email newsletters and eShots will be something anyone with an email address will be very familiar with.  It is the modern day equivalent of direct mailers.  A good eShot should capture the readers’ attention by being eye-catching and easy to access.  Due to Data Protection laws protecting people’s inboxes, you need also to be careful in how you acquire your email addresses and you need to ensure you stick to the rules in allowing opt-outs too.

Hashtags and tagging

The younger generation has been raised with social media and so social media related phrases come naturally to younger people. Hashtagging and tagging someone are two very different things though.   Hashtags are a word or a phrase preceded by the # symbol.  Introduced originally on Twitter to help people to filter out conversations on this platform hashtags are now widely adopted on other social media websites such as Instagram.  They are also now considered to be marketing tools for getting a wider group of people to join in on a single conversation online.

Meanwhile, tagging someone is when you add your friends and connections on social media into a post so that they notice it in their notifications.  Widely used on Facebook and Twitter to cut through the noise on these two busy websites.

LinkedIn, Facebook and Twitter Ads

Just like Google, large social media websites also allow you to pay for ad space on their websites.  Because people are signed into social media, this makes it much easier to target audiences demographically.  After all, on Facebook you enter your date of birth, where you live, where you work, check into restaurants, bars, airports, cinemas and museums. This demographic information across everyone who has a Facebook account allows highly targeted advertising to take place.  Twitter and LinkedIn also target although less specifically than Facebook.  When looking at advertising budgets, don’t discount social media advertising.

As we have said before, the Internet is not a mysterious force.  It is published by and then used by people, just like you and me. Therefore, when considering and planning a digital marketing strategy, it is always a mistake to forget that customers are still people who have the same characteristics as they do when they walk into your shop.  Your digital presence should be helpful and convey your marketing message quickly and effectively, but not bombard the customer with loud, shouty messages that will simply turn them away. We hope this article will help you navigate the constantly evolving digital world.  While it may seem different from that of previous business generations, you will come to realise that it is in many ways just the same.

Coverage

 

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

Marketing tips for 2017

Marketing tips for 2017

Now is the time for businesses to think up some great resolutions as to how to achieve better marketing results through adoption of different techniques for 2017.

Here’s my contribution. As the co-founder of a digital marketing agency, there are lots of things I’d like to see less of in 2017 when it comes to how businesses are putting their message out there in the great big world of the Internet.

We are now well into the 21st century but in my view, there is still a serious lack attention to detail when it comes to implementing digital marketing, and understanding the impact this can have on general business. With almost every actively trading company now having a digital presence – whether it’s their website, a LinkedIn profile or an online directory listing – there is just no getting away from the fact that companies are now interfacing with the public in many more ways than via their physical shopfront.

But despite this, it seems that many are not quite getting the importance of how a company comes across on the digital airwaves. A business profile is now multi-faceted; fail to pay attention to any aspect of how that’s transmitted – whether it’s with poor photography on the website or an overly brash social media sales pitch – and you may well start to see a negative effect on your bottom line. The digital age has brought with it many new subtleties to traditional marketing messaging and you overlook these at your peril. As with any aspect of business, the key is to think things through carefully and pay attention to detail.

 

Bad websites

A business website is so important. It must not be shoddily put together. This doesn’t mean flashy graphics or lots of clever pop-ups; it means the site should be easy to navigate with clearly written content. Watch out for the simple things; nothing will put customers off like a grammatical error or a typo that interrupts the flow of what the customer is reading. Also, think carefully about what your customers will want to know, and create a site that leads them where you want them to be with the minimum of effort.

 

Websites that can’t be viewed on a mobile or tablet

As I’ve written before in this column, careful thought must be given to how your site will be viewed on mobile phones or tablets. Maximise customer engagement by ensuring the site works across multiple platforms. A site that isn’t mobile friendly will seriously annoy everyone who tries to use it while on the go, which, let’s face it, is pretty much all the time these days for a vast proportion of the population.

 

Sales pitches on social media

There is a golden rule that is worth bearing in mind when we talk to people on social media – the 80:20 rule. This means you should split your social broadcasting efforts to avoid pushy oversell. Spend 80 per cent of your posting efforts giving out information that is useful to your audience or sharing ‘fun stuff’ related to your industry. You can then spend the other 20 per cent on promoting your products and services.

Every brand has a story and channels like Facebook and Twitter are very powerful tools for talking to customers.   If you continuously put out messages that are out-and-out attempts at selling all the time you will turn people away.   Rather than reaching out to people, you’ll quickly get ignored online as all that sales broadcasting will show the world that you aren’t conversing, you are just ‘telling’.

If you want to engage through social media, you need to provide sparkling content that offers readers something.  So for instance, if you are a cook shop, you can share recipes and info on seasonal ingredients to keep your potential customers coming back to your brand because they find your shared content useful.  Then, when you push out your special offers or news of an in-store sale, you will find you audience hasn’t already tuned you out.

 

Failure to measure up

It’s no good spending time and money on digital marketing if you don’t then measure how well it’s doing. Lots of people seem to view the Internet as a rather sinister shadowy entity that can’t be controlled.  However, what we all need to remember is that this is just a tool operated by actual human beings. In the same way you would measure response to a leafleting campaign, do so with your digital campaigns. Google Analytics and social media stats will help you find out how many people are looking through your online shop window, and you can then think about how better to target them. Always remember that for every click, view or like, there is a person at the other end. A lack of focus on digital marketing is often caused by a mindset that sees all things digital as technology rather than people.

 

Sales pitches masquerading as blogs

This is similar to the earlier point made.  A blog is categorically not supposed to be an out-and-out sales pitch. Selling and telling are different, and if there are any golden rules in the shifting sands of the Internet age, this is one of them. A blog should be informative, engaging, and, if possible, provide some insights into you and your company. People like to read about other people, so if you stories that brings your staff to life for customers, or you have stories about how your brand has touched the hearts of your customers then your blog readers will love it.

A blog which tells everyone how fantastic your business is will just make your target audience switch off. Think of it as you would talking to a friend: no-one likes a show-off.

 

Bad photography

Digital media demands great images; it’s often what makes us look twice. The amount of bad photographs that get put on company websites is depressing, it’s just a real turn off. Investing in great photography will pay dividends.

Won a prize at an awards event? By all means, shout about it on your site, but don’t put up the badly lit photo of your company directors with their eyes shut that someone took on their mobile. It will just make you look amateur.  If you have a range of beautiful products, then treat them in the way they deserve by shooting product pictures professionally to do them true justice. Similarly, if you have products that aren’t… ahem… let’s say, the most photogenic of products, then enlisting the help of professional photographers can really help you present your products in the best possible way.

 

E -newsletters with bad subject lines

These can be great tools in getting news about your company and products across to customers. Unlike a blog or social media posting where sharing ‘non-sell’ messages and keeping an authentic voice is improtant, this is a forum where you can perfectly and legitimately advertise new products to your clients.  They have after all, signed up to hear about your special offers so they will be expecting to hear from you. However, you should also beware of a “look at us, we are fantastic” approach as this can put people off.  Be clear in your message and take time to think about how the subject line will appear in people’s inbox. You want clarity, not confusion to get maximum open and click rates.

 

Lack of engagement

If you meet someone after you have spoken at a conference or an exhibition and they say to you, “Hi, I really liked what you said in there,” it would be the height of bad manners, not to mention terrible business, for you to just walk away without a word.   It’s the same with social media, email and web form contacts.   If someone gets in touch with you, don’t ignore them.  Answer comments, whether it’s on TripAdvisor, Google+ reviews, in your ‘enquiries’ inbox or any where else where you invite interaction, and you’ll reap the reward in engaged customers.

 

Don’t give too much information

In this complex world of digital, we are all on the verge of content overload.  Don’t add to that negatively with your own digital publishing efforts.  It is important that you don’t just write words on your website for the sake of filling blank space. As I said before, always be aware you should be offering value to your customer and seeking to connect with them, not just finding 300 ways of saying how amazing you are.

The Internet and the digital age isn’t going anywhere, so it’s time to engage with it properly. Do it well, and I predict that 2017 will be a year of growth!

 

Find out more…

If you’d like a chat about an upcoming project, please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

AdWords – does pay-per-click really add anything to your digital marketing strategy?

AdWords – does pay-per-click really add anything to your digital marketing strategy?

Google AdWords, also known by many as PPC (pay-per-click) is much touted as an effective marketing tool. But it seems that goes against the view of many customers out there, who report negligible results and consign the whole experience to the dustbin, saying investing in AdWords is simply throwing good money after bad. But in our experience at Gravity Digital, pay-per-click can still be a highly effective tool in a company’s digital marketing strategy – provided the campaign is properly managed. And that’s the key, ensuring there is a defined, balanced and constructive AdWords campaign, as opposed to picking a few words, running with them and paying for them at the end.

So, when it comes to advertising on Google, where do we start and how do we get search advertising to work effectively? Many businesses may think that AdWords are not working for them and either give up entirely or just let them fizzle out after a short campaign run. Here are our top tips for how to get AdWords to work effectively for your business:

1. Take time

For any advertising campaign to work effectively, you need to spend time analysing results and reacting to engagements by users. We have found, from having spent much of our time getting the best value for money out of AdWords campaigns, that any time you can spend analysing large tables of numbers is always time well spent. It may seem a dull way to spend an afternoon, but trust us when we say that we have found it well worth it. To give just one example: one client of ours had been running their AdWords account for over a year and, after seeing poor results, ended up ready to give up on the campaign, under the belief it wasn’t worth the money they were paying. But, as it turned out, they had set up the initial campaign and then just left it to run unattended expecting to see the sales pour in. They weren’t spending any time on the account learning about customer behaviour in there and so were unaware of the opportunities to be had. We improved their response rate by 1,900% just by redesigning their campaign, with no increase in budget necessary.

2. Tailor your landing page

You’ve set up your AdWords account, and your first customer has taken the bait and made that all-important click to land on your site. But this is not enough. What you need to do now is put yourself in the mind-set of the person who has got as far as your landing page. It is crucial that you get this part right, and make sure that the website’s opening page, the one which says a big “hello!” to your visitor, answers the queries that led them there in the first place. If, for example, the visitor has responded to an advert for a special offer on a sofa, they don’t want to land on your “about us” page. Give them the experience they have signed up for – believe us, it is only too easy for your prized customer to get impatient at not being able to find what they were looking for, leave never to return and then click onto another website.

3. Check your quality scores

Quality Score is Google’s way of measuring how relevant your ads are in relation to the keywords you are bidding on. If everything is working well, the visitor’s search will match them with your ad quickly and appropriately; they will then click through and land on the right page of your website, to be shown the correct way to the sales basket. Always remember that Google is an incredible machine; it has eyes on every move we make when using it to search, and, as a business, it will score your campaigns based on relevancy and quality of experience. Google doesn’t just take your money to advertise your business, its systems actually judge your ads for relevance and quality. A high score means you will pay less per click and earn a better position on the search ranking, while a low one has the opposite effect, by being more costly and achieving lower search results. You have been warned.

4. Competitive keywords

If you want to pay for popular keywords that lots of businesses are fighting over, you will pay more for them. It’s up to you and your digital marketing strategy team to work out how much you are prepared to pay for a more expensive keyword. Clearly, a niche product will be cheaper as the keywords required will be rarer. But, even if you manage to buy some good, cost-effective keywords, you still need to keep on top of your campaign and make sure you’re getting your money’s worth from every marketing penny you spend.

5. Don’t expect a magic wand

As with every aspect of business, you should never buy into a new marketing tool and expect it to totally transform your sales without putting time and effort into analysing customer engagement and checking how things are going. Marketing is like a plant, it needs tending to and given attention in order to properly grow. It’s no good signing up for AdWords as if you were waving a wand over your marketing and hoping for the best. All advertising needs work, analysis and reaction. That means, when you have properly analysed your customers’ reactions to your ads, you need to reassemble with your marketing team and try to improve the customer experience in whatever way you can, so that you will achieve better results, a Higher Quality Google score, and, that all important bottom line, more sales.

If you have digital marketing expertise in-house, use it to work at your AdWords campaign and you will see the results for yourself. Alternatively, if you don’t have that digital know-how in the office, pay an agency to work at it for you. It may seem like investing even more money in a campaign whose hard-line sales results you have yet to see, but, if you choose marketers with a proven track record in getting the most out of digital marketing, the results will pay back your investment in dividends.

 

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.

Digital Marketing Blog

Digital Marketing: Where to Start

Gravity Digital’s latest Business Matters Magazine column is now online and you can view it at: https://www.bmmagazine.co.uk/in-business/advice/digital-marketing-where-to-start/ or just read it below!

We’ve all heard about digital marketing and the growth of companies which have exclusively used the internet to market their brand.

Digital marketing is an umbrella term for anything which promotes your company online – and there are lots of tools that you can use to achieve your objectives. The question most businesses have is, where do they start? Is it with social media, pay per click, e-shots or banner adverts? Here are the first three things that we’d suggest.

1. Website

Digital marketing has to start with your website, which tells the world who you are and what you do. With more than 80% of the UK using the internet on a regular basis to search for goods and services, your website is a window for visitors to look through and decide if they want to become a customer.

Making your website memorable good design and creative copy is one aspect of your website, ensuring the site flows and that the calls to action throughout are productive, is another, but getting people onto your website is the real challenge.

Driving traffic to your website should be supported by SEO (Search Engine Optimisation), although it’s often misunderstood. If your website uses SEO friendly techniques, it will bring more visitors to your site by placing it nearer the top of the list of search results – and ideally this means Google search, as more than 90% of the UK’s internet enquiries are via the search engine Google.

Improving SEO is a specific skill, and as developer of more than 500 websites, our SEO expert and website designer Andy, knows this arena better than any. There’s lots of technical changes you can make to improve your site in Google’s eyes (meta tags, tagging images and much more) however, perhaps one of the simplest ways of improving your business’ SEO is by writing relevant and regular content for your website.

Your next digital marketing step will depend on your customers and your digital marketing objectives, however, a popular second stop on the digital journey is to begin a social media programme.

2. Social media

Third party social media sites will digitally market your company to a wide range of potential customers – driven by the content that you create. Twitter, Facebook and LinkedIn are amongst the most popular and can all present a persona of your business to the marketplace.

However, there’s lots more to social media and if you’re not sure what it’s all about, then take a look at our blog: ‘Social Media: That’s Facebook, right?’ and find out a little more about the topic and how social media channels might work for your business.

3. Email marketing

Now before you switch straight off – stop! Let us explain a few misconceptions to you. Firstly, email marketing communications, fall into two categories – emails which are unsolicited (data that us either purchased or phished) and those which are sent out to a list of recipients who have signed up for a newsletter on your website. Unsolicited emails are the type of communications that gives all e-shots a bad reputation.

If you have people that have signed up to receive information about your company, then that is what they want – and it’s your opportunity to showcase your company, the work you do and your products and/or services. It’s also your chance to provide a warm and loyal base of customers and interested parties with special offers, previews, extra information on relevant topics, for example like legislation, market developments or your expert advice. In short, it’s your chance to develop a positive and productive relationship with your subscribers that will lead to their first, or additional commissions, from your firm.

Secondly there are different types of e-communications – one size does not fit all. These are our definitions of e-communications at Gravity Digital:

  • E-briefings: An e-briefing’s purpose is to provide the reader with new and important information on issues that are relevant to them. A more detailed and serious piece of promotion than an e-shot or e-bulletin and most often reserved for business to business marketing.
  • E-bulletins: A marketing promotion sent by email, usually including both words and images. It refers to an email promotion that is based on news, issues and interest stories. This content differs from an e-shot and e-briefing.
  • E-shots: A marketing promotion sent by email, usually including both words and images. E-shots can contain a variety of information, however, it is an email promotion that contains stories/copy/words of a self-promotional nature.

These are just three of the tools that could set you on the road to successful digital marketing and although they are all useful tools, we’d still recommend giving us a call to talk through your options.

Find out more…

We are a no-nonsense digital marketing agency based in Derby. To learn more about how we can help you get results from your marketing, then get in touch. Please email us on [email protected] or give us a call on 01332 416555.