Online marketing update

Saija Mahon, founder of Mahon Digital Marketing, won the 2013 Workingmums.co.uk Top Employer Award for small companies. With just days to go before the deadline for this year's entries on July 31st, she offers some advice on developments in the world of online marketing.

Saija Mahon, founder of Mahon Digital Marketing, won the 2013 Workingmums.co.uk Top Employer Award for small companies. The Awards celebrate best practice in diversity and flexible working. With just days to go before the deadline for this year's entries on July 31st, Saija offers some advice on developments in the world of online marketing.

Facebook 
A recent eye-tracking study shows that users are spending a lot of time looking at your Facebook page cover photo, making it a great place to put a call to action like an offer or contact details.

And if you have a mailing list you can now import it into Facebook to target ads directly at the recipients whose email address is connected to a Facebook profile. The bigger the list, the better the targeting.

Google
Google Adwords scripting – you can make your Google Adwords (PPC) campaigns even more granular and efficient by ensuring your target audience sees the right ad, right product and the right price at the right time. For example, if you have a travel agency to run with several holiday packages, running ads with many different prices and options can get confusing. A piece of code attached to ad URLs can now allow you to show the users exactly what they are looking for within their search query.

Remarketing pixel
It is now possible to target ads at people who have previously visited your site using something called a Remarketing Pixel. So Google can show your adverts to your visitors even when they’re not viewing your site. You can even have your advert displayed on Facebook.

SEO
Remember, your website is your shop window! Developing your website is what is likely to take the most time when going online. A lot of thought needs to go into this process as navigation, content, architecture, technical infrastructure and design can all have an impact on your website’s future performance. It is important to choose the right content management system (CMS) for your business, choose a suitable ecommerce platform if you plan on selling online and define objectives. 

All along the development process, you need to ensure that your website is going to be as search engine friendly as possible so that users can find it when searching in Google (or Bing / Yahoo). This involves defining target keywords for your market, copywriting, technical setup as well as social media optimisation and content marketing. Taking SEO into consideration as early as possible in the website planning process is the best way to achieve sustainable search engine performance over time.

Online marketing is only effective if you have an optimised website so look for low-cost ways to get a great site and keep it up to date. Google seems to be updating their algorithm so often that they’ll soon be running out of animal names – the latest being Google Hummingbird. To make sure you don’t miss out following the recent changes, Mahon Digital has decided to offer a free mini SEO audit just to see if your site could be improved organically. Just send me an email if this is something you’d be interested in.

*For more tips, look here. To learn more about Mahon Digital's work and flexible working pattern, click here. To apply for the Workingmums.co.uk Top Employer Awards click here.
 

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