How We Make Your Marketing Click!
You may find it refreshing to know that a large proportion of our understanding of how web marketing works comes from the perspective of the retailer. We could spend months cocooned away reading every blog, article or book on "Mastering the Web" and profess to be "the knowledge"... but we haven't.
What we have done is learned, often we admit through trial and error, the most cost-effective and immediate means to progressing an online marketing campaign purely through experience and a web formula
Building Your Online Strategy
This, from our clients viewpoint, develops our own USP. Integrating our knowledge of shopper characteristics, search optimisation and fulfilment with your own business model.
Defining The 'Web Formula'
Search Engine Optimisation and Pay Per Click Advertising Schedules have become a fine art over the years through increased competition and ad spend. The idea of setting budget x to generate income y still holds strong, but the complexity behind a successful online marketing campaign has developed significantly.
The approach taken by Retailer A who has x number of products in stock to sell and Retailer B who has capacity for a far greater level of stock and margin requirement will be completely different.
Similarly, in a service based industry where the level of opportunity is ad infitum, ie the download of a brochure, compared with a service which requires man-hours to serve a customers need, will require a far different and formulaic approach.
The success of your online campaign, in particular Pay-Per-Click advertising where analytics allow you to decipher ROI from each penny spent, is based on an ever increasing array of criteria relating directly to your own business plan and linking with your traditional marketing methods.
For example, a client whose current new customer acquisition costs are based upon the production of a brochure whereby 4% of customers actually source as their "key decision maker"...
The brochure costs 50p to manufacture and therefore 25 brochures are produced to incentivise ONE purchase. The CPA of this traditional method is £12.50.
Now translate this to a typical online advertising scenario... using Adwords a campaign whereby 10000 searches yield 100 clicks (1% CTR). Out of those 100 clicks if 4% go on and complete a purchase (4 orders) at a cost of 50p CPC (Cost Per Click) the CPA (Cost Per Acquistion) is also £12.50 ((50p x (100 clicks x 4%)).
Two different models, one offline and one online, with the same result.
What Webformula achieve working with our clients, which is absolutely fundamental to developing your revenue stream, is the reduction in your CPC and growth in your CTR (Click Through Rate). Without a developed understanding of online advertising analtytics and systematic bid management a large proportion of businesses, which may include yourselves, overspend and underachieve.
It is essential to dissect your online marketing spend to each individual keyword and to develop a portfolio approach to your online expenditure. The Webformula for your business is based upon capacity, growth expectancy and your own individual KPIs. We then formulate the necessary level of ad saturation through the principal channel of Pay-Per-Click to ensure a delivery of qualified customers to drive down your online customer acquisition costs. Our expansive knowledge of careful keyword selection (broad / exact / phrase matching) whether for a dozen selective keywords or 10,000 longtail keywords relating directly to your product or service ensures the most cost-effective bid management to drive traffic to your relevant pages to lower your overall CPA costs.
Call, Email or arrange a meeting with Webformula today to see how we can not only assist but develop your online marketing strategy to ensure maximum results for your business. Whether you're dissatisified with your current online marketing results or looking to exploit a new revenue channel our Performance Based model ensures you our entire commitment to building a successful long term partnership.
Essentially,
we're your in-house online marketing department. We respond to your
requests and action the most cost-effective and productive approach in
order to succeed and enable your business to meet and exceed its online
targets.
