Category

Digital Marketing

Press release – service providers

By | Featured, Digital Marketing, Press Release

Effects on branding, link acquisition and search ranking

Press releases are a mode of marketing which take only a few hours to write but have a great influence on building the brand of the company or its products and services. It is the perfect medium to make people aware about a new product or service offered. Generally as we go through newspapers and magazines we find some companies getting free publicity while others finding it difficult to get their customers to know about their product.

Do you know why? It is because top companies are familiar with the advantages to be gained from press releases and utilize them to promote their products. There are a number of books available which can help us to craft a winning press release from scratch. But ideally it might be a better idea to use any of the press release service providers as they are experienced in the dos and don’ts of writing press releases.

The information that we provide through the press release should be in line with the date of release of product in the market, details of the manufacturing and other pertinent information. After writing press release, it is very important that we select the best running local newspapers or online sites which are focussed in the vertical that our service or product is in so as to reach out to our target segment. Before sending the write up to the newsagency it is better to get it reviewed by an experienced editor. By doing this, the article is cross checked and any new or vital information that has been missed can be added. In some cases it might be a great idea to share the press release not only through the print and online media but also share it as a newsletter via email.

Press release is a very important part of web marketing. Online marketing came to existence in the 21st century. It was initially extensively used by the small and large companies. While publishing your press release on your website, it is a good idea to publish the press release on the main page itself. By doing this the visitor can directly see the latest information without having to browse the website. The visitors who read the press release will be interested to gain more information on the product or service and in fact might be eagerly waiting for the day of launch.

In the press releases it would be good if we provide back links. This might be a difficult job to do on a regular basis but it is necessary. Back links ensure that the company’s details rank high in the search results. There are many sites which publish the press release for a small fee and some provide this service at a discount too. This can be utilised and the press release can be published online for the product or service launch or any other company related information without having to spend too much of the marketing budget. With this access to global markets and viewers at a very low price, the online marketing is a much better option than the television and print media. Another key advantage with the online marketing is that we can respond to the customers immediately without any delay further to the press release. This helps in gaining valuable viewership from the target segment. We can even respond to the critiques faster. If the press release is well written it can bring large number of prospective customers. The backlinks created can also boost the company’s SEO efforts.

Optimised press release ranks higher on search engines, similar to online post about the product.

Press releases also have a great power in improving the brand image of the product, service or the company itself.. It is one of the simplest ways by which a company can enhance the brand image without having to spend too much of the marketing dollars. They are one of the best mediums to showcase a new product and explain how it can help the customer. It is good if we define the product in our blog marketing and add details about the brand growth. Another major advantage of press release is that, it protects the brand by giving a voice online. Similarly if there is any negative talk about the brand one can address it immediately through a suitably written press release.

Facebook Marketing Strategy

By | Featured, Digital Marketing, Social Media Marketing (SMM)

Companies whether big or small should have a Facebook presence in the current times of social media marketing. In this article we would provide you some key pointers on coming up with a successful Facebook marketing strategy.

Segmentation: As in the traditional marketing, even in online marketing, Segmentation has a major rule to play. It is definitely of great use to ensure that your marketing activities and promotions reach to your target audience. Facebook provides different ways by which we can do segmentation. This allows us to directly reach out to the population of our choice thus making advertising and promotions more effective. By accurate segmentation, one can reach out to the relevant people. People who would want to know about your product or service or promotion or offer. One way to ensure that your message reaches your focus group, it is a good idea to come up with multiple advertisements and then test them to find the one most successful.

Optimization: Just identifying the right audience does not guarantee success. It is important to ensure that the right story or message is conveyed. Once the right target market is identified then you have to come up with the right message packaged interestingly so as to get your audience to read the story. When you come to think of it, there are many advertisements in diverse mediums such as television, print, Internet,etc. But how many of these would be actually remembered or even better lead to a particular product being bought. The idea is to come up with messages and ads which capture the interest of your target market and motivate them to act. There are some points to remember while making the ads, they are as given below:

  • Pay attention to grammar, punctuation and spellings
  • Have an attractive image which represents your service or product
  • Be realistic
  • Have a call to action and provoke the visitor to act
  • Keep a tab on your competition and their strategies

Campaign planning and scheduling: Remember that in most of the cases the results of your campaign are dependent on the day that you run them. There is substantial difference in the results to be expected on weekday as against a weekend. Also the time when the ad has been released too makes a lot of difference. So depending on the campaign you are planning, ensure that you do a pilot campaign on different days and times and measure your results. This would help you come up with the right scheduling scheme for your ad campaign.

Budget planning and managing: As per Facebook it is not a great idea to strategize that the advertisements which give maximum number of clicks on a day with maximum bid amount. The maximum bid should what is actually affordable by you per click. Hence advertising budget optimization should be done with an eye on the daily budget. It should be remembered that people who are excessively on Facebook do not necessarily mean the right audience.

Measuring and monitoring the results: As in any field even in Facebook marketing it is important to monitor and measure your campaign and its results. This is important to understand the ROI. It is a good idea to invest in a conversion tracking service so as to measure each advertisement’s success.There are many tools available online for conversion tracking. Invest in one which is providing good analytics and analysis. This would make your job of designing effective Facebook marketing strategies much easier. At the end of the day it is important to experiment, observe, measure and analyse. By doing this you can not only reach your target audience but also get them to act on your product or service favourably.

Importance of SEO for website

By | Featured, Digital Marketing, Search Engine Optimisation (SEO)

SEO stands for search engine optimization. The major work done by SEO is that, it examines and combines together different webpages and websites, such that, these sites can be easily identified by the different search engines.

The content in the webpage should be appropriate and crisp so that, the search engines can easily read them. If the work of SEO is not properly done then it would be difficult for us to locate the exact information needed using the search engine.

A smart SEO strategy would assist people in their business growth and promoting through the web. This is particularly true for new businesses. As the business is introduced newly the target market might have no knowledge about the business. They might not even know the corporate address or the phone number to reach you. Most small businesses find this a serious problem in the initial business introduction phase. In fact this is one of the key reasons for many businesses to close their operations. Using SEO can help them through, by ensuring that the business related information would come up in the Internet search results.

Similarly in the case of businesses excessively dependent on the web, SEO is of immense use. If you are promoting your business through website, without taking the advantage of SEO your prospect might not even be able to know your existence. This is a great loss for any kind of business. You may display your website address in your advertising campaigns and can also promote it through media, newspaper, television and radio. We come across many people who do not go through every advertisement in a newspaper or television or a magazine. Hence, even if you are posting your ads and spending thousands of dollars they is no guarantee that they would reach your target customers.

Internet search engine is the often used media by all the people in order to find any information needed by them. Any prospective customer in need of information about a particular product, services etc. would type a word or two in the text area of the search engine and click on the enter button. The search engines display all the websites related to the keywords used for the search.

The accuracy of the results of the search is possible due to search engine optimization. This work by SEO is really of great benefit for any business. Due to SEO your website address may be displayed as a result under many of the search results. It would certainly add to your business promotion because of the increased number of people visiting your site.

In some cases, providing a list of sites with the keywords search might be of disadvantage too.. Since there is availability of many sites there may be less possibility that your website address is displayed prominently in the search terms. This can be corrected by right website design and smart SEO formatting. In order to get rid of this problem of getting lost in the search results, the company should take care that it does not inadvertently follow methods which are considered as spamming by the SEO while creating the website and its web content. Some of the methods that need to be avoided are:

  • Automatic creation of pages which are known as doorway pages.
  • The act of creating the site in such a way as to falsely direct the people to your site.
  • Indulging in keyword loading and hidden texts
  • Using repeated content in the web pages and intentional inflections of common words

Using these methods may increase the circulation of many people to go through your site, but, this can help only for a short period of time. The search engine operators can get through the spamming. This might lead to the situation that the website is totally eliminated from their index. So, always use ethical SEO methods in order to promote your business website through search engines.


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Edgware, London. HA8 5RJ

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