Digital Marketing Blog

More Than Digital Marketing Support For MTLL

More Than Digital Marketing Support For MTLL

National franchise, More Than Loft Ladders, which specialises in loft storage solutions, continues to go from strength to strength and Gravity Digital has supported the company throughout its expansion journey.

The Gravity team started working with entrepreneur Liam Hobbs when he was building his own More Than Loft Ladders franchise covering Derbyshire, Nottinghamshire and South Yorkshire to develop his social media presence. The proposition has grown over the past eight years to also include website development, marketing support, SEO and PPC campaigns.

With a string of awards under his belt, Liam’s success in running his own franchise operation convinced him that he wanted to support others to do the same and, in late 2022, Liam bought the More Than Loft Ladders national franchise.

Again, the Gravity team have been right alongside him – developing the national franchise website and providing digital marketing support and training for the various franchise operators across the UK.

The franchisees include Liam’s wife Kelly who continues to run and expand the local operations including opening a High Street office and showroom in Long Eaton.

MTLL & ‘Big Build for Children in Need’

To celebrate the first anniversary of taking over the national franchise, Kelly, Liam and the local team have also been involved in the annual ‘Big Build for Children in Need’. They, along with hundreds of other trades people from across the region, provided nine days of voluntary labour at Treetops Hospice in Risley. 

The project was closely followed by the BBC cameras and is due to be aired as part of the annual fundraising campaign this November.

Liam explained: “Gravity Digital have worked with us since the early days of our operation and has been an integral part of our company’s expansion in the local area.

“Having learnt a great deal about running and growing a business, I was delighted when the opportunity presented itself to buy the national franchise.

“With Kelly taking over the local operations, I have now been able to focus my efforts on supporting the current and future More Than Loft Ladders franchise owners across the UK to achieve their goals.

“With the support of a range of business partners, including Gravity Digital, we have developed enhanced support packages ranging from accounting to marketing that are available to franchise holders.

“I have also learnt how to deal personally with juggling business and family life and I am keen to support other franchise holders on a personal level to ensure their mental wellbeing.”

Liam continued: “As a franchise business, we have built our reputation over the years by offering the full service and, as the name suggests – we are more than a loft ladder company. 

“Although this is obviously an important feature, we also install hatches, part or full loft boarding insulation, lighting and smoke alarms to transform dark and forgotten lofts into usable space.

“Loft storage conversions are a growing market with homeowners keen to put wasted space at the top of their homes to good use either for storage or, for example, a hobby space.

“It also makes financial sense to insulate a loft rather than see money on heating bills literally fly through the roof.

“Furthermore, the volatile mortgage market also means that many people are more likely to expand the living space they have now at an affordable price rather than moving and taking on bigger payments.

“I therefore continue to actively recruit hard working and ambitious tradespeople who are keen to take the plunge and start their own business supported by us.

“With a solid reputation and growing customer demand, I am confident that our growth plans will be achieved.”

For more information about More Than Loft Ladders, please visit morethanloftladders.co.uk

Digital Marketing Blog

A Day in The Life of an SEO Specialist

A Day in The Life of an SEO Specialist

One keyword at a time, SEO is a valuable and important part of keeping a website visible, relevant and healthy in the eyes of search engines. The demand for SEO is at an all-time high and this fast-paced, innovative, and ever-evolving sector shows no signs of ever slowing down.

Have you ever wondered what the day-to-day work includes for an SEO specialist? How they work their “magic” on the digital world? To shed some light we’ve decided to let you peek into a day in the life of Eliza here at Gravity who eats, sleeps and dreams of analytics, tools, graphs and keywords.

First Things First: What Is SEO?

SEO stands for “Search Engine Optimisation” and it is the process of improving your site to increase its visibility when people search for products or services related to your business in search engines.

In a digital first world, SEO is a fundamental part of digital marketing and is the primary source for digital traffic for brands, supporting all other marketing efforts.

What Does a SEO Specialist Do?

Depending on the needs of our clients my role adapts and changes, but while not all SEO specialists do the exact same work, day in day out there are some general roles we play.

Keyword Research

Keywords are the pillar of SEO, it’s much more complex and technical that splashing popular keywords on a page and hoping to land on the first search page. For keywords to work their magic, we balance a lot of factors continually, like competitiveness and relevancy, making technical and on-page SEO changes to get the best outcomes.

Optimising the Site

A huge factor in the SEO jenga tower is managing and optimising high-quality content, clean HTML, fast load times, internal links, and solid metadata. Continually putting these factors through their paces helps to increase conversion rates.

Building Links

Link building is a fine art of building external and internal links to add value to readers and search engines, playing a crucial role in SEO success. In SEO we spend a lot of time identifying opportunities and monitoring existing links to create trustworthy link building strategies.

Analysing Data

A big part of my role in both SEO and PPC is analysing data, as we rely heavily on metrics to drive winning SEO campaigns forward. I’m a self-confessed data nerd, so there’s something about the way data trends and SEO work in unison that really drives my passion. We monitor a lot of channels including Google Analytics, Google Webmaster Tools and Google Search Console, as well as performing competitor audits and tracking trends and ever-changing algorithms.

What is a Standard Day Like?

I will say that no two days are the same in the world of SEO but this is how my day tends to look…

6:30am: Wake up to my soothing alarm clock that is a small dog called Dudley, he usually ends up waking me up before my alarm so we get plenty of cuddles in! I get up and then we go out for a long walk before work, this just helps my brain to kickstart and dust off the cobwebs (autumn walks are the best!)

7:30-8am: Depending on whether I’m commuting or sitting down at my desk with a coffee (lots of it!), my start time changes, but I like to beat the morning rush and get an early start.

If I’m commuting, I like to listen to podcasts on my journey (I get about 40 mins of listening time!), my favourite ones at the minute are The Digital Marketing Podcast or The Diary of a CEO. Just helps to get my brain kickstarted for the day!

8am-12pm: After checking my to-do list, I get cracking with urgent tasks that have cropped up overnight or prep for any meetings. I then check on the organic performance for the past 24 hours and report it to other members of the team if there’s significant fluctuations.

I run site crawls and identify any new issues that need to be fixed. Depending on if we’ve just launched a new site this changes as they need a lot of TLC to start with. During this time I also look at trends data to guide SEO tasks.

I tend to favour morning meetings to guide the day so team and client meetings tend to crop up.

12pm: Lunchtime! We’re an office of feeders (unfortunately not good on the waistline!) so when we’re in the office we walk into town for a bite to eat and to walk Dudley of course, who seems to be the Gravity office dog!

12:30-4pm: For the rest of the day, it’s always so different. It will usually be a task related to a specific client that could take me all day or more!

4-5pm: Home time! Because I get to work early and we have flexible working, I like to leave earlier than later and get on with one of my many odd extracurriculars.

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 seven 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 Google Ads 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 Google Ads accounts and with this accreditation 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 Digital’s DNA!

Early last year we put Google Ads account management skills to work for our chosen charity, Just for Dogs, and successfully managed to obtain a $10,000 per month 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 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

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.