Online marketing: Jargon buster

Navigating the online digital world can be a minefield. 

The internet is awash with advice and information surrounding tricks and methods to help boost your online presence but what is useful and most importantly, do you even need it? 

As a small business owner, time is precious and a marketing budget might be non-existent. We’ve partnered with Yell Business to find out more and learn how to navigate through the digital jungle. 

PPC

What is it?

PPC (pay-per click) is a great way to jump straight to the top of search results but will need budget to do so and this is less organic advertising method and charged on a click basis. Please bear in mind that if you only embark on a paid route, then if this is paused then your visibility disappears overnight.

Do you need it?

PPC can be a great way to gain page one visibility within search however this can be costly if going in to this blind. Additionally, time can be scarce for a small business so consider hiring a PPC professional to help you along the way. 

Local search and SEO

What is it?

Local SEO is focused on providing results based on a current location. So, when using a search engine, results will appear on a map location depending on which is closest to you. These will often by supported with reviews which will undoubtedly influence the next step in a buying process. 

Hailed as the tricky acronyms of the digital world, SEO (Search Engine Optimisation) involves optimising a website so that it’s found within search results. MOZ has an easy to follow beginners guide to SEO. Unfortunately this is a topic you will need to geek up on if you want to get a good understanding on how this can impact your business – all you’ll need to do is reserve 30 minutes a day to break this in to digestible chunks.

Do you need it?

Over 90 per cent of internet activity begins with search engines so if you have a website and want to increase traffic and qualified leads then this may be an avenue you want to explore. 

Local search is particularly important if you have a physical business premises or shop. A great place to start is by creating a Google Places account and remember to encourage your offline customers to leave reviews too as these speak volumes!

Social media strategy

What is it?

Again, this can be a tricky or alien path to navigate, especially if you don’t use these outside of work. A strategy will inform which platform is the best for your target audience and the key messages you want to convey. 

It’s worth noting that a Twitter user will be quite different from someone that uses Pinterest so choose your platforms wisely and do your research. A well-thought out strategy will be the most successful. You can even create a content calendar to help you plan for key events. 

Continue reading to find out about responsive web design and video marketing – and whether or not you need it to grow your business…

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