DIGITAL MARKETING STEP-BY-STEP

eWay-Book

Content

INTRODUCTION ................................................................................................................... 1

STEP 1: CREATE A MARKETING STRATEGY ....................................................................... 2

Marketing goals ..................................................................................................... 2

Communication goals ............................................................................................. 3

Target group and segmentation ......................................................................... 3

Marketing tools .................................................................................................... 4

Marketing strategy ............................................................................................. 4

STEP 2: MAKE YOUR MARKETING COMMUNICATION MORE EFFECTIVE WITH THE SEE

THINK DO CARE FRAMEWORK ..................................................................................... 6

See ............................................................................................................................ 6

Think........................................................................................................................7

Do ............................................................................................................................ 8

Care ......................................................................................................................... 8

STEP 3: CREATE A WEBSITE .......................................................................................... 9

Systematic procedure ............................................................................................. 9

The advantage of CMSs? It works even without development ...................... 15

Selecting a suitable CMS .................................................................................. 15

STEP4:GETYOURWEBSITETOTHETOPPOSITIONSOFSEARCHENGINESWITHSEO.......17

Technical SEO ........................................................................................................ 18

On-pagefactors......................................................................................................21

Off-pagefactors.....................................................................................................23

STEP 5: REACH NEW CUSTOMERSWITH PPC ADVERTISING ........................................ 24

PPC platforms ...................................................................................................... 25

Search networks ................................................................................................... 26

Display networks .................................................................................................. 29

Remarketing ......................................................................................................... 29

Shopping campaigns ........................................................................................... 30

IsitworthinvestinginPPCcampaignmanagement?............................................30

STEP6:BUILDAFANBASEONSOCIALMEDIA................................................................31

Facebook ............................................................................................................... 31

Instagram...............................................................................................................32

YouTube................................................................................................................. 33

LinkedIn ................................................................................................................. 34

Which social networks are to beused inmarketing campaigns? ..................... 34

STEP7:COLLECTEMAILADDRESSESANDREACHNEWANDEXISTINGCUSTOMERS........35

Build a broad base of subscribers ................................................................. 36

Increasedeliverabilityofyoure-mails ................................................................. 36

Howtomakefunctioninge-mailcontent?............................................................37

Obligatory unsubscribe link ................................................................................ 38

Statistics ............................................................................................................... 38

Manage your e-mail campaigns effectively with eWay-CRM .......................... 38

CONCLUSION......................................................................................................................38

INTRODUCTION

TheeWay-CRM®missionhasalwaysbeentomakeworkeasierforothercompanies.

To organize customer relationships,manage inquiries, orders andmarketing campaigns.

That is whywe have created the eWay-Blog. There for 4 yearswe have been focusing

ontopicsthatcaninspireyourbusiness.Thetopicsalsofocusonmarketing.Aswehave

gatheredmanycontributionsonthistopicwedecidedtocreateacomprehensiveguidethat

cansystematicallyhelpsmallandmedium-sizedbusinessesunderstandonlinemarketing.

Onlinemarketingisamainformofpromotionandformanycompaniesitisoften

theonlyone.Undoubtedly,oneofthemainadvantagesisthattheresultscanbemeasured

which,forexample,isverylimitedforoutdoorbannersorradioadvertising.

Therelocationofsalesandotheractivitiestotheonlineworldisagrowingtrend

formanyotherreasons.Usersare increasinglysearchingfor informationonline,theydo

shoppingonline.Itturnedoutduringthelockdownthatthisformofbusinessmaybethe

onlypossiblesolutioninsimilarsituations.

If youdecide to focusononlinemarketingandyoudon'thavemuchexperience

yet,youwillprobablyappreciateanykindofagoodadvice.Therearemanypossibilitiesof

onlinepromotion.FromyourownwebsitesandsocialnetworkstomoresophisticatedSEO

andPPCadvertising.

Notallof themarenecessarilysuitable for thetypeofyourbusinessor foryour

company.Sothatyoudon'tgointhewrongdirectionandwastetimeandmoney,readfirst

whatarethepossibilitiesofonlinemarketing,whatarethepossiblestrategiesandhowit

canhelpyou.

Itdoesn'tmatterifyouareabrandneworanoldcompany.Ifyoubecomeinterested

inonlinemarketing,itshouldbebasedonyourbusinessstrategy.ThearticleHow to Eat

an Elephant,whichdealswiththedefinitionandrevisionofcorporatestrategy,canhelp

youwithit.Onceyouareclearonthesebasicquestions,youcanjumpstraightintoonline

marketing.Stepbystep.

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Tip: YoucanalsolistentothearticleHowtoEatanElephantinourpodcast.

STEP 1: CREATE A MARKETING STRATEGY

Thefirststepinanymarketingeffortistocreateamarketingstrategywhichwillbe

basedonyourbusinessstrategy.Thankstoit,youknowwhatyourvisionisorwhatyour

strengthsandweaknessesare.Buthowtocreateamarketingstrategywhenyouhavenoor

littleexperiencewithmarketing?

Smallandmediumbusinessesusuallydon’thavetheirownMarketingDepartments

andtheirmarketingisneithersystematic,norwell-guided.Solet'sfocusonsettingtheright

goalsatthebeginningofourmarketingefforts.Butfirst,let'sdividethemintomarketing

andcommunicationgoals.Why?

Everymanagerhasadifferentopinion.TheBusinessDirectorneedsaquicksales

growth of X % in a short time period, therefore he recommends sales. TheMarketing

Directorwantstocreateabetterbrandimageandtoinvestintocreativeadvertising.The

Sales Representative needs to sell immediately. The Project Manager wants to have a

satisfiedclientandagoodcommissionprofitability.Eachandeveryoneofthemwillfight

fortheiroutlook.Thatcanruinalltheeffortwithnolong-termconceptbeingset.These

goalsreflectthestrategicgoalsofthecompany.

Wehavetwotypesofgoalsoverhere–marketingandcommunication.Howare

theydifferentandhowdowedefinethem?

Marketing goals

Itiseasytorecognizethemarketinggoals–youcancountandmeasurethem.Itis

almostalwaysrepresentedbyanumber–ofsoldproducts,ofdealsororders,ofshowrooms,

ofSalesReps,ofcustomers...Theseareoftengoalsthatcompareustoourcompetitorson

themarket:marketshare,salesgrowth,etc.

Therearedifferentapproachesonsettingourgoals.Alotofcompanies,forexample,

wanttosellasmuchaspossible.Therefore,theirgoalistomaximizetheriseofsales,so

theygivegreatdiscounts,buttheadvertisingoverheadscanbetoobig,andprofitabilityis

nearzero.Othercompaniesselllittleproductsandtrytomaximizethemargins,sothey

preferhighprocessand their revenue ishigher.Becarefulon thisone–often, the task

canberisingthesalesby20%,however,apartoftheplaniscuttingdownthemarketing

expenses!

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Communication goals

It’simpossibletocountyourcommunicationgoalsexactly–itisadifficultcategory

tomanage.Thebeststrategyistobuildyourbrandimage–withoutthatdone,nocustomer

willwriteyourbranddownontheirshoppinglist.ThatistrueinB2Baswell–unlessthe

clientknowsthebrandwell,theywon’tcontactthem.

Another step isbuilding thebrand identity. It’snot justagood logo, slogan,and

corporatecolors,butthewholevisualstyle.It’snotagoodideatosavemoneyonthis–this

ishowyoudifferentiatefromyourcompetition.Savingmoneyonyourlogoandgraphics

meansriskingyourbrandwillvanishamongotherothers.Eventhecolorofyourcompany

carsisanimportantpartofyouridentity–itisaconstantformofadvertisingontheroad.

Whenbuilding thebrand identity, it is crucial todifferentiatebetweenwhat the

companysaysaboutitselfandwhatthecustomerssayaboutit,becauseitcanalsobethe

opposite.Keyisaunifiedcommunicationline.Thatmeansaconstantlydevelopingstory,

easy to understand for the customer. That’swhy storytelling has become so popular in

marketing.

Target group and segmentation

Whetheryoupursuemarketingorcommunicationgoals,customerswillalwaysbe

theonestohelpyoumeetthem.Buttheyhavetobeconvincedthatyourofferisthebest

forthem.However,somethingdifferentisbestforeachcustomer.Andsinceitisvirtually

impossibletoreachindividualcustomersandsubmitindividualofferstothem,youneedto

createtargetgroupswhichwillbetherealtargetofyourmarketingefforts.

Whencreatingtargetgroups,itisusefultodividecustomersbasedonthefollowingcriteria:

• Geographical(basedoncities,regions,countriesorevencontinents)

• Demographic(age,gender,religion,maritalstatus,etc.)

• Socio-economic(income,education,occupation,etc.)

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Tip: TakealookatthearticleThree Basic Questions of Your Marketing StrategyandaSimonSineklecture explainingwhy the art of storytelling is oneof the success factors forApple andothersuccessfulcompanies.

Tip: The SMART methodcanhelpyousetyourmarketinggoals.Itsaysthatyourgoalsshouldbespecific,measurable,realistic,andtheyshouldhaveacleardeadline.

• Psychological(interests,attitudes,values,etc.)

• Purchasingbehavior(frequencyofpurchases,customerloyalty,etc.)

Onceyouhavecustomersdividedintotargetgroups,itwillbemucheasierforyou

tocomeupwithadvertisingmessages.Itisimportanttoknowwhoyouareaddressing.

Marketing tools

Whenmeetingyourmarketinggoals,itisimportanttoknownotonlywhichtarget

groupyouareaddressing,butalsowhichmarketingtoolyouwanttochoose.Eachmarketing

toolisdifferentandyoucanuseittoaddressdifferenttargetgroups.Forexample,youcan

useradio,televisionorthepress,whicharenolongersuchamassthingastheywerethirty

yearsago.Buttheabilitytomeasurethesuccessofyouradislimitedandcomplicated.

Onlinemarketingtoolshavegraduallybecomethemostimportantadvertisingtools

inthelasttwentyyears.Andwewilltalkaboutthemlater.Eachonlinemarketingtooloffers

thepossibilityofaddressingadifferenttargetgroupinadifferentway(i.e.atdifferentstages

of thepurchasingprocessetc.).And it is the improvementofmarketingcommunication

withregardtotheindividualphasesofthepurchasingprocessthatwewilltalkaboutinthe

nextchapter.

Marketing strategy

Once you know your goals, your audience, the tools youwant to use, and your

budget,youcangotocreatingyourmarketingstrategy.Thegoalofamarketingstrategyis

tomeetlong-termgoals,suchasretainingandgainingclients,marketshare,orretaininga

competitiveadvantage,byeffectivelyinvestingfundsandhumanresources.

As itwasalreadysaid,marketingstrategy is closely related tocompanystrategy.

Youcanuse itwhencreatingthemarketingstrategy.Creating itshouldthen includethe

followingsteps:

Internalcompanyanalysis

You shouldfirst analyze yourbusiness andproduct. You should knowwhat your

strengthsandweaknessesareandwhattheopportunitiesorpotentialthreatsareforyour

business.TheSWOTanalysiswillhelpyouwiththat.

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Competitorsanalysis

Analyze your competition. Think about how to differentiate yourself from the

competition.Whatmakes you unique and unmistakable for your customers. Alsomake

advantageofyouradvantages.Also,seewhatworksforyourcompetitionandgetinspired.

Therearemanymonitoringtoolsavailabletodaythatcanhelpyou.Themostcommonare

Similarweb,SEMRushorSproutSocial.

Choosingyourtargetgroup

The product or services that a company offers often determinewhowill be the

targetgroup.Defineyour targetgroupbasedon thementionedcriteriaandchoose the

appropriate communication style accordingly. Your communication style should be

consistent.Customersfromyourchosentargetgroupshouldthenidentifywithyourbrand

andproductinthelongrun.

Settingmarketingandcommunicationgoals

Setspecificmeasurablemarketinggoalsandsetyourcommunicationgoals.Createa

modelofthepurchasingprocessasyourcustomergoesthroughit.Marketinggoalsshould

reflect thewholeprocess.Thismeansthatyoushould focusnotonlyonthenumberof

closeddeals,butalso, forexample,on reachingnewcustomers, loyaltyandsatisfaction

ofexistingones.Thefollowingchapterwillhelpyouwiththis.Thenmainlymonitorand

evaluateyourgoalsonanongoingbasis.

Selectionofsuitablemarketingtools

Finallyyouneedtochoosetherightmarketingtoolstohelpyoumeetyourgoals.

Youcanbesuccessfulwithacorporatewebsite,socialmedia,searchenginesorevene-mail

campaigns.Eachtoolhasitsownspecifics,wewilldiscusstheminthenextchapters.Itis

importantforyoutofindoutwhatwillworkforyouandcreateyourownmarketingmixof

communicationtools.

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Tip: SeealsothearticlesHow to Create Functioning Advertisement for Your Company,How to Create Functioning Advertisement for Your Company: Key MessageandHow to Create Functioning Advertisement for Your Company: Written Brieftohelpyoucreateanadvertisingmessage.

STEP 2: MAKE YOUR MARKETING COMMUNICATION MORE EFFECTIVE WITH THE

SEE THINK DO CARE FRAMEWORK

Itisnotenoughjusttodefinewhoisthetargetofyourmessage.Inorderforyour

advertisingtobeeffective, it isadvisableto focusonthecustomer'spurchasingprocess

anditsindividualphases.TheSeeThinkDoCarebusinessframeworkisaneffectivetoolfor

creatingandigitalmarketingstrategy.WithSTDC,youcanidentifyyourcustomer'scurrent

needsandimplementittoyourmarketingcommunications.

BehindtheSTDCbusinessframeworkisAvinashKaushik,whoworksforGoogleasa

DigitalMarketingEvangelist.Hefirstcameupwiththeconceptofthreebuyingphases-See

ThinkDo,whichallchronologicallytakeplacebeforetheactualpurchase.

Let'shavealookatSTDCstagesandhowtoapproachcustomersinthosestages.We

willfocusontheuseofmarketingtoolsandrelevantmeasurementofthesuccessofeach

stage.

See

TheSeestageincludesthelargestpossiblequalifiedaddressableaudiencewhichis

notconsideringbuyingyet.Therefore,yourmaingoalistoattractthecustomer'sattention.

Forexample,RedBullcreators,whohavebeenmakingvideosforalongtime,areexpertsin

raisingbrandawareness.However,theirapproachisunlikelytoworkforcompanieswhose

producthasamorecomplicatedpurchasingprocessthananenergydrink.Butimaginea

videoadonYouTubefromtheeToroinvestmentplatformortheNationalGeographicsocial

media.Asyoucansee,thenewbrand,eventheprintedmagazine,whichisprobablythetime

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See The stage where you reach all potential customers with a potential interest in the products or services your company offers. People at this stage often don't even know your product or brand.

Think At this stage, customers think and seek information about products and services. So at this stage, you should advise the customers on how the product or service like yours can help them.

Do At this stage, customers are determined to purchase a particular product or service. At this stage, your mission is to convince the customer that your product is the best choice.

Care As the name suggests, the last stage is about taking care of an existing customer. At this stage, you should turn an existing customer into a loyal customer.

ofthegreatestglory,canbemadevisibleallovertheworldifitisproperlycommunicated.

Itisimportanttopresentyourproductorserviceinaconciseandmostimportantlyattractive

waytouserswhomayhaveneverheardofyourbrand.Whetheronthecompany'swebsite,

socialmedia,inashortvideoorbycaptivatingreaderswithaninterestingarticleonyour

website.

Think

In the second stage, there are fewer customers. At the Think stage, however,

customers are closer to purchasing decision. They consider all possibilities and seek

information,whichleadstotwoconclusions.Youshouldbetheexpertswhogivethemthe

informationtheyneed.

Atypicalexampleisanonlinestorewithmobilephones.Inpractice,it isgoodto

provideasmuchinformationabouttheproductaspossible,forexample,abouttheiPhone

SE.Whatdo themost famouse-shopsdo for success?On theproductpages, theygive

customerstheopportunitytocomparewithsimilarproducts.AndiftheysellaniPhoneSE,

they'llwriteareviewontheirownblogoruploadittotheirownYouTubechannel.When

searchingforinformationaboutaproduct,apotentialcustomeristhenclosesttobuyingon

thee-shopthatcreatedthereview.Andtogetreviewstoasmanyreadersaspossible,they

optimizetheblogfromtheSEOperspective.

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Channels Web, Social media, SEO, Blog, YouTube

Measurement Visits, % New Visits, Views, Social Media Reactions

Channels

Measurement

Web, Blog, YouTube, E-mail Marketing, SEO, PPC

Average Session Duration, Views, Number of E-mailSubscribers, CTR

Do

AcustomerintheDophaseisdecidedtobuy,soyourjobistogetthecustomerto

choosejustyou.PPCcampaignsareoftenreallypowerfultoolatthisstage.Atthisstageyou

shouldfocusuncompromisinglyonthenumberofordersandassociatedstatistics.

TheonlinestoresthatofferthementionediPhoneSE,usuallyontheirwebsite,inPPC

advertisements,SEOdescriptionsoftheirsites,ande-mailcampaigns,attractcustomersto

discounts,promotions,freeshipping,inshort,anythingthatoutperformsthecompetition.

AndinthecaseoftheiPhoneSE,itisnodifferentproduct,soitmustofferbetterservice.

However,thesameapproachshouldbeadoptedbyallcompanies.Simplytellcustomers

whytheyshouldbuyyourproductrightnowandcombinethisinformationwithacallto

action.

Care

AccordingtoAvinashKaushik,theCarestageinvolvescustomerswhohavemade

twoormoreorders.Youshouldlookafterthesecustomersespeciallysinceloyalcustomers,

ofcourse,generaterepeatedprofits.Youcanwritearticlesonyourblogforusersofthe

productyouareoffering.Itisalsogoodtopostonsocialmediaandsendprofessionalemails

regularly.

Loyal customers also often appreciate the customer service. After all, customer

serviceisexactlywhatsetsAmazonapartfromotherresellers.Althoughsmallercompanies

can'tcompetewithAmazon,inthelongrunitcanreallypayofftoanswercustomerreviews

honestlyandpatientlyanswercustomerquestions.

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Channels

Measurement

PPC, Email Marketing, SEO, Web

Conversions, Conversion Rate, Profit

Channels

Measurement

Web, Blog, E-mail Marketing, Customer Service

Repeat Purchase Rate, Customer ratings, E-mail CTR

Soconsiderwhetheryoue.g.payattentiontoexistingcustomersenough,orwhether

youarenotspendingonsomePPCcampaignsunnecessarily.Ifso,trytoplanyouronline

marketingstrategyaccordingtoSeeThinkDoCareprinciples.

STEP 3: CREATE A WEBSITE

Makingofwebsiteisnolongerjustfordevelopers.ThankstoCMSsystems,small

andmedium-sizedbusinessestendtomanage,andsometimescreatetheirwebpageson

theirown.Inthiscase,however,itisnecessarytothinkthatthecreationofthesiteisquite

extensiveproject.SohowdoIcreateawebsite?AndwhichCMSsystemtochoose?

The days when ordinary HTML-written websites were enough as corporate

presentations are long gone. Web technologies have since undergone incredible

development and very often medium-sized businesses also have websites that are an

unimaginable organism for the commonmortal. Thewebsite itself iswritten in several

programminglanguages.Youcanadddatabaseswithwhichthesiteworksorlinkstothird-

party systems.All this requires a very sophisticated know-how, behindwhich stands an

unimaginablenumberofhoursofdevelopment.

But technological progress has gone so far that even small and medium-sized

businesses can create relatively advanced websites without a deep knowledge of

programming. They are made possible by increasingly user-friendly tools, led by CMS

systems,oreditorialsystems.

However, as the demands of developer's knowledge gradually decrease, the

demandsforknowledgeofmarketingorgraphicdesignhavecontinuedtogrow.Therefore,

ifyouwanttocreateuser-friendly,attractiveandpopularsites,youdonotneedtobea

developer,butratheramanagerwhowillgetreadyfortheprojectonbehalfofthenew

website.

Systematic procedure

If youwork systematically, you'll get abetter result, andmuch faster thanwhen

improvising.Planandassigntasks tocolleagues,graphics,developers,orSEOspecialists

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fromamarketingagency.Itpaystoprepareasystematicprocedureinadvanceevenifyou

decidetocreatethesiteyourselfusingthementionedCMSsystems.

Togetanoverviewandorganizeworkonthenewsitewecanusethetablethat

ViktorJanouchcameupwith inthepublicationInternetMarketing.Youmayknowfrom

experiencethatit'susuallyworthwritingeverythingdownandgraduallytickingitoff.So

let'sgothroughtheindividualpointsofthetable.

Settingthetarget

Attheverybeginningofthenewsitecreationproject,thesitetargetsshouldbe

named.Inotherwords,youneedtobeclearaboutthepurposeofthesite.Asobviousas

thismayseem,thisstepisveryimportant.Forexample,ifyoursiteissupposedtoinform

mainlyaboutyourservices,itwillbeimportanttothinkaboutanyquestionsyourcustomers

mayask.

Doyouwantyourwebsitetofunctionasapresentationofyourproductsorservices?

Isthegoaltoraiseawarenessofthesolidityofyourbusiness?Ordoyoucreateane-shop

andwanttosellthroughit?Therecanbemanyreasonsfortheexistenceofasiteandyou

needtochooseoneortwomainones.

Whowillvisityourwebsite?

Thewebsiteisamarketingtooland,aswithallothermarketingtools,youneedto

knowwhatyourtargetaudienceis.

Whatistheprofileofyourtypicalcustomer?Willemployees,jobseekers,business

partnersorjournalistsandPRmanagerscometoyourwebsite?Eachoftheusergroupswill

searchforcompletelydifferentcontent.

Whatvisitorstothesiteshoulddo

Ifyoualreadyknowwhoyou'recreatingasitefor,takeontheuserrole.Imagine

whattheyarelookingforonyoursiteandmakeiteasierforthemtoreachtheirgoal.

Do you expect an order from the customer? Try tomake thewhole process as

intuitiveaspossible.Ifcustomersaretocontactyoubyphone,yourphonenumbershould

alreadybeonthemainpage.Ordoyouexpectapotentialcustomertosendyouarequest

andthencontactthemyourselfwithaspecificoffer?Inthiscase,itwillbeidealtohavea

request form from which you can get demand directly to the CRM system.

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Maintopicsofthesite

Mostofthetime,customerswillanswerthisquestion.Dotheywanttoknowwhat

you'reoffering?Howmuchdoesyourservicescost?Dotheyneedtogetintouchwithyou?

Sharethisinformationclearlyinthemenuonyourwebsite.

ThismeansthatyoucancreateProducts/Services,PriceList,orContacts.Ifyou're

lookingforworkforceforyourbusiness,youcanalsocreateaCareerspage.Doyouhave

aninterestinghistoryasacompany?ThenyoucancreateaAboutUspage.Youmayeven

oftenworkwiththepress.Inthiscase,thesitedeservesamediasectionwherejournalists

orPRmanagerscanfind,forexample,yourlogoinprintquality.Thepossibilitiesarereally

limitless.

Keywordsanalysis

Thereareseveralwaystoattractpotentialcustomerstoyoursite.Forexample,they

cansearchforyouonGoogleortheListbasedonakeyword.

Andit'sbyanalyzingyourkeywordstoseewhatspecifictermsyourcustomerscan

findyouunder.Forexample,theycansearchfor"pizzeriaKansas","CRMinOutlook"or

"cheaplaptops".Itdependsonyourbusiness.YoucanuseKeywordPlanerinGoogleAdsto

helpyouanalyzeit.

Analyzeyourcompetition

Astheysay,theneighbor'sgrassisalwaysgreener.Ifacompetitorcaninspireyouin

something,andmostofthetimetheyreallycan,lookoverthefence.

Let'ssayyouofferprintingservices.Youwilldefinitelyincludecontactinformation

andpricelistonyourwebsite.Mostcompanies,however,won'twanttosendanorderright

away.Theywanttosendyouarequest,andiftheydon'tseearequestformonyoursite,

theymightleavethesiterightaway.Sowhatissuchaformsupposedtolooklike?Takea

lookatthecompetition'swebsiteandyou'llfindthatinadditiontothename,e-mailand

phone,theyalsohavefieldsfordimensionsandnumberofpieces intheposterprinting

form.Thiswillmaketheuserexperiencemorepleasant,leaveaprofessionalimpression,

andthecommunicationwillbefaster.

Definethewebsitestructure

Onceyou'veidentifiedthepartsofyouryoursite,nowitisthetimetostartputing

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all the parts together. In practice, thismeans that you should prepare awireframe for

developers.Asuccessfulsiteshouldbeparticualrlyclearforusers.Thismeansthatitshould

bebasedontheprinciplesoftheUXdesign.

One advice above all – important information should usually be at the top. The

deepertheinformationisonthewebsite,thelesslikelytheuseristoreachit.Forexample,

themenushouldbealmostalwaysatthetopinaccordancewiththisprinciple.

Otherelementsofwebsitessuchasblocksoftextorbuttonsarealreadyindividual,

industrybyindustry,businessbybusiness.Maybeyoucanstillgobacktoanalyzecompetition.

Forexample,ifthereisaphonecontactonthestartpageonthevanrentalwebsite,they

probablyhaveareasonforit.

Design

Doyouhaveanemptyconceptofyoursiteorwireframeinfrontofyou?Youcan

startfillingit.Whatshouldyoursitedesignlooklike?Whattofocuson?

The visual style should be in harmonywith your brand. Focusmainly on colors,

whether,forexample,theyfityourscope,andfont.Thetextshouldbeclearlydividedinto

headings,paragraphs,andsoon,anditshouldbeeasytoread.

Content

Youmayhavean ideaof thecontentofyoursiteas soonasyou'redealingwith

previouspoints.Nowit'stimetofillthewebwithtext,functionalforms,buttons,images,

andsoon.Notonlyatthispoint,youmayfindthatthewholeprocessdoesnotgo ina

flawlesschronologicalway,andyouwillreturntothepreviouspoints.Someheadingortext

maybetoolong.Soyou'llgobacktothedesignandmaybereducethefont,oryou'llneed

torearrangethecontentonthepage..

SEOon-page

AnalyzingkeywordsasmentionedaboveisthebasisforSEO,orsiteoptimizationfor

browsers.However,theanalysisitselfisfarfromover,ifcustomersaretostreamtoyour

sitethroughbrowsers,youneedtofocusonyoursite'scontentfromthepointofviewof

SEO–inotherwords,focusontheso-calledon-pageSEOfactors.Thismeans,forexample,

thatyoursite'sheadline,individualpagenames,altlabelsoftheimagesused,andother

partsofyoursitematchthesearchterms.

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Inanycase,SEOneedstobeconsideredwhendevelopingawebsite.Mostwebsites

arerelativelyeasytomanageintheadministrationenvironment,whichisnowacommon

thingtouse.However,theabilitytomodifyindividualSEOfactorsmustbeintheassignment

forthedevelopersofyoursite.Ifthereisnooneinyourcompanywhowoulddealwiththis

issue,itisidealtocontactaSEOspecialist.

Webtesting

Athoroughtestingofthewebsitebeforelaunching it isvery important.Yoursite

shouldnotbetestedbypotentialcustomers,asanyshortcomingsmaydiscouragethem

andabadfirstimpressionwillalwaysbeabadimpression.

Youmay find that images don't display properly in some browser or onmobile

devices,theformdoesn'twork,orthesearchdoesn'tworkproperly.Therearereallyalot

ofmistakesyoucancomeacross.

Websitelaunch

Beforelaunchingthesite,youshouldnotonlyhavethesitetestedassuch,butalso

makesurethattheSEOsettings(especiallytherobots.txtandsitemap.xmlfiles)aresetup

correctlysothatGoogleindexesyoursitefromthebeginning.Googleoffersanumberof

customproceduresandtoolstoreviewand,ifnecessary,correctthissetting..

SEOoff-page

Youstillneedtopayattentiontothementionedon-pageSEOfactorsevenafterthe

launchofthewebsite.Atthatmoment,however,youshouldalsopayattentiontotheso-

calledoff-pagefactors.Themostimportantonesaretheso-calledlinkbuildingorbuilding

backlinkstoyourwebsite.

Youcanregisteryourcompanyandyourwebsiteinonlinecatalogsofcompanies,

publisharticlesonthird-partyservers,orevenestablishcooperationwithaninfluencer.

ContinuouscheckingofsitefunctionalityandSEO

Checking the functionalityofyoursiteand indexing itonGoogleshouldbecome

aregular routine. Itoftenhappens tocompanies that theirwebsitedoesnotappearon

Google(beware,thisoftenhappenswhenrenamingpagesorswitchingtonewhosting)or,

forexample,addinggoodstothecartstopsworkingonthee-shop.Thesooneryoufindout,

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thelessdamagetherewillbe.

Thefrequencyofinspectionsshoulddependnotonlyonthetimeyouareavailable

todoit,butespeciallyonhowyourwebsitegeneratesaprofit.Ane-shopwithdozensof

ordersadaywillofcoursebeaffectedapossibleblackoutmuchmorethan,forexample,a

hairdresser‘sinasmalltowninAlaska.

Websitetraffictracking

You'll probably use themostwidely usedGoogle Analytics tool tomeasure and

analyzethetraffic,yoursite'suserdata,behavior,sales,andotherstatistics. If so,make

suretheGoogleAnalyticstagissetupcorrectlyonyoursitebeforelaunchingit.

Websitetrafficanalysis

Websitetrafficanalysisisaverycomprehensivetopic.Inadditiontothenumberof

visitors,youcan,forexample,trackwhichpagescustomersleavemostoftenorhowlong

theystayonthatpage.Fromthisdata,youcandeducewhereyoursite'svulnerabilitiesare.

SEOanalysis

You can assess the success of your SEO strategy based onwhat keywords from

browsersuserscametoyourwebsiteorhowhighyourwebsiteappearsinabrowserrank

forspecifickeywords.

Somesearchterms,suchas"pizzeriaAlaska"willrequirepatience,andifyoudon't

gettothefirstpageofGoogleinsixmonths,you'reprobablynotdoinganythingwrong.

However,ifyouoptimizeyoursitefortheterm"pizzeriaKodiak,Alaska",theresultsshould

appearsignificantlyearlier.

Webchanges

Aswithmanyotherprojects,inthecaseofwebsitecreation,theindividualphases

arehighlyinterconnected.Theindividualpointsalternateandrepeat,especiallyafterthe

launchofthewebsite.However,theharderyouworkfromtheverybeginning,thegreater

thechancethatyouwillnothavetopayattentiontothelastpointofsitechangeduring

heavytraffic.Anditreallysavesyoualotofwrinkles.

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The advantage of CMSs? It works even without development

Websitedesignreallyseemstorequireawiderangeofknowledge.Fortunately,if

youneedtomakechangestothesiteafteryourunit,developmentisnottheknowledge

youwillneed.ThecurrentstandardisthepreviouslymentionedCMSsystem,thesolution

whichincludesauser-friendlyadministrationenvironmentofthewebsite,whereyoumake

modificationswithoutknowledgeofprogramminglanguages.

CMSsalsoofferadd-onsthatmakeworkmucheasierforusers:

• Templates –apredefinedlookofthewebpage,whichcanbecustomizedadneeded

(oftenincludeintuitiveeditors,whichallowtheusertoeasilyadd,remove,moveoredit

individualelementsofthepageusingdrag-and-drop).

• Plugins / modules –additionalfeaturesthatareeasilyinstalledintheadministration

environment,suchasforms,SEO,securityplugins,analyticaltools,livechatandmany,many

more.

• Widgets –pre-preparedindividualelementsthatworkwithtemplatesandplugins.

Forexample,youcanplaceaforminthesidebarofawebsitewithasinglemouseclick.

Withsomeexaggeration,wecansay (this isnotalways truehowever) that fora

long-termwebsitemanagement,allyouneedtodo isstudythebasicprinciplesofSEO,

improveyourworkwithPhotoshoporoutsourceadesignerfromtimetotime,andlearnto

workwiththeCMS.

Selecting a suitable CMS

Ifyoudecidetocreateanewwebsite,allyouhavetodoisdecidewhichCMSto

choose. Currently, the most common systems are WordPress, Joomla and Drupal. For

comparison,we can also includeWix or Squarespace,which are not CMSs installed on

yourownserver.However, aswebsiteeditors,bothWixandSquarespacehavebecome

relativelypopularrecently.So,thereisachancethatsomecompaniesareconsideringitas

analternative,soitcertainlydeservesaplaceincomparison.

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ThemostpopularCMSs.

ServicessuchasWixandSquarespacehaveanumberofdisadvantagescomparedto

WordPressandotherCMSs.Themainoneistheprice,whichstartsat€8.50permonthfor

Wixandeven$12permonthforSquarespace.AlthoughWixcomplementstheofferwith

acheaperpackagefor€4.50permonth,inthiscaseyouwillhavetohaveWixadvertising

onyourwebsite,whichdoesnotlookprofessional.Incontrast,withclassicCMSs,youonly

payforyourownhosting.

Despitethehigherprice,usersoftenlikeWixandsimilarservicesfortheirverysimple

andintuitiveoperation.Unfortunately,thisistheonlyadvantagecomparedtoWordPress,

JoomlaandDrupal.

BothSquarespaceandWixareverylimitedintheirSEOoptimizationcapabilities,

asacrificethat fewcompaniescanaccept.ComparedtoWordPress, JoomlaandDrupal,

theofferof templatesandplugins isalso limited, so thecompany isnotalwaysable to

completelyadaptthesitetoitsneeds.

WordPress,JoomlaorDrupal?

Giventhatwearealwayslookingfortheidealsolutionforsmallandmedium-sized

companies,atatimewhenwenarrowtheselectionofCMSstoWordPress, Joomlaand

Drupal,wewillprobablystillbeinterestedinsimilarparametersasinthecaseofWixor

Squarespace.Ifyouagreeandarelookingforasimplesolution,unfortunatelyitwillnotbe

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Drupal.Drupalisasystemthatismoresuitableforlargecompanies,whichusuallydevelop

largeandcomplexwebsites.Drupalgivesdevelopersalotoffreedominthisrespect.Ifyou

arelookingforareadysolution,JoomlaorWordPresswillbebetterforyou.Theyaresimilar

inmanyways.

TheadvantagesofWordPressresultfromthefactthatitisthemostwidespreadof

allCMSs.Forexample,theofferofpluginsandtemplatesisclearlythewidest.Thereare

around50,000pluginsavailableonWordPress,whileJoomlalagsfarbehindwithjust8,000

availableplugins.

Ifyouaredemandingandfindout thatyoureallyneedtomodifyyour template

or someplugin, therearemanytimesmoredevelopersof freelancerswho specialize in

WordPressthanthosespecializedinofJoomlaandDrupal.

In addition to the benefits of being themost popular CMS,WordPress has one

benefitthatexplainswhyitisthemostcommonone.It'safactthatWordPressisthemost

user-friendly.Mosthostingstodayareeven"WordPress-ready"andyoudon'thavetoworry

aboutthetechnicalsettingsoftheserveratall.JustinstallWordPress.

STEP 4: GET YOUR WEBSITE TO THE TOP POSITIONS OF SEARCH ENGINES WITH SEO

WithSEOoptimizingyourwebsite,youcanbemorevisibleandmorefrequentedon

Google,and,aboveall,moreprofitable.That'snosecret.So,whatrealstepscanyoutake

tomakeyourwebsitegettothetopofGooglesearch?

Itistruethatthepurposeofsuchoptimizationistocreatethestructureandcontent

ofwebsitestomeetthecriteriaofGoogleandotherbrowsers.Butlet'sjustsayatthevery

beginningthatroboticadherencetoallSEOoptimizationrecommendationsisnotalways

desirable.Thecontentofthewebsiteshouldalwaysbenaturalandattractivemainlyforthe

users.Afterall,Googlealgorithmsarebecomingmoresophisticated,andthetimeswhen

resultscouldbeachievedwithouthonestworkarealreadygone.

TobetterunderstandSEOanduntangletheimaginaryball,itisidealtofirstdivide

everythingintothetechnicalsideofthingsandso-calledon-pageandoff-pageSEOfactors.

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Can you see in thepicturehow the circuits overlap?Once you startworkingon

optimization,keepinmindthatthisishowyouneedtothinkaboutSEO,andnotjustblindly

followaseriesofrecommendations(whichofcoursewewillgiveyouanyway,don'tworry).

For example, analyzing keywords that we'll get to laterwill be related to indexing and

websitestructure.

Technical SEO

TechnicalSEO isoftenaviciouscircle.Youcan learnhowtomakeandmanagea

website, but you'll probably leave it to the developer. However, not all developers are

interestedinmarketingandSEO,sotheywillneedanaccurateassignmentfromyou.So,

whetheryou'restartinganewprojectorgettingarevisionofyourwebsite,youcanstart

tickingoffeachpointoneatatime.

Indexation

Thewebsitemustbeaccessibletobotsthatsearchthroughitandthentheyenter

yourwebsiteinsearchresults.Whichtheydoonaregularbasis,bytheway.Therefore,the

functioning indexationof thewebsite isalphaandomega for theSEOoptimization.The

easiestwaytoquicklyverifythatyourwebsiteisactuallyindexedistoenteracommand

intheformsite:yourdomainintoGooglebrowser(inourcase,site:www.eway-crm.com).

Source:https://www.wordstream.com/blog/ws/2019/05/28/technical-seo

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ThesearchwillresultinallpagesofyourwebsitethatGoogleindexes.However,themore

preciseandprofessionalapproachyoudoyourselforrequirefromyourwebmasteristouse

GoogleSearchConsole,whereyoucanseewhichpagesarenotindexed,andyoucanthen

solvetheproblem.

Oneofthereasonsapageisn't indexedmaybechangingtheURL.Nowthatyou

know,don'tdo it. Sure,whenswitching toanotherdomain, itmaybenecessary. If you

reallyneedtochangetheURLofyourpage,usetheso-called"website"301redirection.

YoumayalsodeleteapageorthecustomermaymisspellwhenenteringtheURLdirectly.

Inthesecases,youshouldhavetheso-called404errorpage.Thereisnothingworsethan

whenagenericerrormessagefromtheuser'sbrowserappearsinthiscase.Whenauser

findsthemselvesonthe404pageofyourwebsite,inadditiontomarking404andexplaining

theerror,itshouldalsoincludeasearchandtheabilitytogettothehomepage.Andifitis

inharmonywiththecompany’sculture,itcanbebroughtoutinaslightlyhumorousway.

Ourdirectoris,forexample,afanoftheMatrix,andthefollowingpage404wouldcertainly

interesthim.

Ifyouaresettingupabrandnewwebsite,thefirststepyoushouldtakeistosetup

arobots.txtfileinwhichyoucanenableordisableGooglebotandotherbotsfromindexing

certainpartsof yourwebsite.Typically, indexingofa siteadministrationenvironment is

prohibited.Thesecondstepisthecreationofaso-calledsitemapsthatmakeiteasierfor

botsto indexyoursiteandhelpyougetbetterresults.So,makesurethatyoursitemap

Tip: Toseeifuserssearchforanonexistingpagefrequently,use Google Analytics to track these errors.

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containsthemostimportantpages,thatitdoesn'tincludepagesthatyoudon'twantGoogle

toindex,andthatit'sstructuredcorrectly.

Loadingspeed

Googlereallythinksaboutusers,andthereforeoneoftheveryimportantfactors

for rating websites is the loading speed. Pages that load slowly can really deter many

users.So,ifyouwanttoknowhowGoogleevaluatesthe loadingspeedofyourwebsite,

useGooglePageSpeed Insights. In addition to speed ratings, this toolwill alsogive you

recommendationsonhowyouoryourwebmastercanoptimizeyourloadingspeed.

Forexample,optimizingimagesonyourwebsiteisveryimportant.Eventhelargest

images in full resolutionshouldnotexceed1MB.Smaller imagesshould thenfitbelow

the300KB limit.Reducethedatasizebyreducingthe imageresolutionorcompressing

it. Ideally,yourwebsiteshouldbeable todo thisautomaticallyalreadywhenuploading

imagesintheadministration.Discussthisoptionwiththedeveloper,asitwillsaveyoualot

oftimeandultimatelyproducebetterresultsandincreaseprofitsbyworking.Thesecond

optionistocompressimagesmanually,forwhichyoucanuse,forexample,atoolsuchas

RIOT.Withit,youcancompresstheimagetothedesiredsizeoftheresultingfile.However,

donotoverdoitwithshrinking.Ifyoureducetheimagetoasignificantextentyearningfor

fasterloading,itwillsignificantlydegradeitsquality,discouragecustomersandoptimizing

willhavenoeffect.

UXoruserexperience

Theso-calleduserexperience,ortheexperienceofusingyourwebsite,isessential

foryourcustomersandis,therefore,importantforGoogleratings.Forexample,whether

yoursiteisresponsivetomobiledevicesisnowessentiallyanecessity.

Another absolutely necessary parameter that your site should have is anHTTPS

securitycertificate.Googlereallytakescareofthesafetyofusersandwebsitesthatdon't

haveasecuritycertificatearehandicappedintheratings.

Last but not least, it is important for the user experience how intuitively and

convenientlyyourwebsitecanbecontrolled.Averyeffective,albeitrelativelydemanding

method, is themonitoringof theso-calledheatmaps. Itallowsyou to identifywhat the

userisreallywatchingonthewebandhowlongitwilltaketofindwhatthey'relookingfor.

Forstarters,forexample,itisenoughtobeinspiredbythecompetitionandtointroduce

commonfunctionalities,whicharenowconsideredthestandard.Forexample,thebutton

forautomaticscrollingtothetopofthewebsite,correctmenulayout,FAQ,availablecontact

details,etc.

Webstructure

Thestructureofthewebsiteisalsocloselyrelatedtotheuserexperience.However,

it alsomakes it easy forbots to search theweb. If the structureof yourwebsite is too

complicatedandchaotic,itwilldeterrobotsand,unfortunately,customers.Yourarchitecture

should not be too "deep" and the customer shouldfindwhat they are looking for at a

maximumof4clicksfromthehomepage.

Inadditiontoawell-craftedsitehierarchy,youcanmakeiteasierforusersandbotstogo

throughyourwebwithinternallinksthatserveasanalternativecontentdistributionnext

tothecategoriesthataredisplayedinthemainmenu.

On-page factors

ThesecondsetoffactorsthataffectyourwebsiteSEOratingaretheso-calledon-

page factors. As the name suggests, these are the factors that are the content of your

website.

Zdroj:https://backlinko.com/hub/seo/architecture

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Keywordanalysis

What your customers search for on Google is crucial. At the beginning of SEO

optimization,youmustfirstanalyzethekeywordsthatTheKeywordPlannerinGoogleAds

willuseforyou.Forexample,thekeywordplannerhelpsyoucreateawebsitestructure.For

example,ifyourunashoeshopandenter"shoes"asthekeyword,itwillbelogicaltodivide

yourstore'scategoriesintomen'sandwomen's,bybrand,shoepurpose,orbyseason.

Whensearching,focusontheso-calledlong-tails.Thisisatermforlongandvery

specific search queries. Search formaximum specific queries, and as long as there are

enough searchqueries for them, try to createa customcategory, subcategory, label,or

custompage.Forexample,"Adidaswinterwomen'sshoes"arealreadyquitedeepinthe

hierarchyofyourwebsite,butthereisstillahugenumberofpeopleinterested.

Metatags

Onceyou'redonewithanalyzingofyourkeywords,youcangotothecontentofthe

websiteitself.Thebasicandmostimportantfactorsincludemetatags–descriptionsand

titles.

Google changes the maximum number of characters that appear in titles and

descriptionsquiteoften.Therefore,itisidealtohaveamoduleinstalledintheadministration

ofyourwebsitethatshowsyouhowmanyfreecharactersareleftwhenfillingoutthetitle

anddescription. Ifthetext is longer,thesearchenginecanusearandomportionofthe

page'stextinsteadofyourdescription.Yourdescriptionandtitleshouldcontainthemain

keywordofthepage.Atthesametime,theyshouldbeattractiveandconvincingtousers.

Imageoptimization

Asintitlesanddescriptions,youshouldusekeywordsinthefilename,titles,and

ALTimagedescriptionsthatyouuseonpages.Anddon'tforgettooptimizethedatasizeof

yourimages.

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URLstructure

Keywordsshouldalsoappear in theURLofeachpage.TheURLstructureshould

alsoreflectthestructureofyourwebsite.Thismeansthatinadditiontothepagename,

includingthekeyword,theURLshouldcontainthenameofthecategoryandsubcategory

underwhichthepagefallswithoutrepeatingthekeyword.Atthesametime,youshould

trytokeeptheURLasshortaspossible.ThattheconditionsforoneURLaretoomuchata

time?It'snotthatcomplicated.TheURLfortheabove-mentionedbotexamplemightlook

likethis:shoes.com/womens/Adidas/winter.

Contentquality

Whencreating thecontentofyourwebsite, consider thatGoogleprefers longer,

unique,andoriginaltextsthatareoptimizedforthatkeyword.Whatdoesitmean?

Forget the copied parts or the whole text, that's the way to hell. Do not even

try toextend the textwithawordbuffer. Itdoesnot interest readersorbots,whoare

becoming more sophisticated. Make sure that the content is broken down, use titles,

bullets,numbering,andimportantinformationshouldbehighlightedinboldtextoritalics.

Andthekeywordsareagainthecrucialthing.Incorporatethemintothetexttoanatural

extent,mentiontheminsomesubtitles.Again,thereisnoofficialrecommendationonthe

frequencyofkeywordoccurrenceinthetext.Itisimportantthatthetextstilllooksnatural.

However, the recommended numbers from different sources often range somewhere

between1.5%and3%.

Off-page factors

The last set of factors influencing SEO is the so-called off-page. Although these

factorsarenotpartofyourwebsite,thisdoesnotmeanthatyoudonotcontrolthem.

Linkbuilding

BuildingbacklinksisaneffectivetoolforyourwebsiteSEO.However,linksshould

meetseveralparameters,otherwiseyouwillcollectpointsthatarecompletelyworthlessto

SEOscores.

Linkstoyourwebsiteshouldbemadefromtrustedwebsitesandrelevanttothe

focusofyourweb.Definitelyavoidtheso-called"linkfarms–webswhosesolepurposeis

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preciselytheaccumulationofbacklinks.Asarule,thispracticeispenalizedbybrowsers!

Lastbutnotleast,thelinktextshouldmatchthecontentofthepagetowhichthelinkleads.

Thepurposeisforthecustomertofindwhattheyexpectonthepage.

Itmaybeamatterofcourseforyou,butalsousesocialnetworks.Mentionsofyour

websiteonsocialnetworksalsohaveasignificantimpactonSEO.

Reputation

The lastof all factors influencing the locationof yourwebsite inbrowsers is the

reputation. Simply, you canbe rewarded if yourwebsiteproves tobe trustworthy fora

longtime.Therefore, it isnotworthtakingadvantageofpracticesthatarepenalizedby

browsers,althoughtheycansometimesseemlikeanfacilitationinoptimization.Asthey

say,you'llbethefarthestawaywithhonesty.

STEP 5: REACH NEW CUSTOMERS WITH PPC ADVERTISING

PPCadvertisingisoneofthefastestwaystoachievethedesiredresultsinonline

marketing.However,learningtousePPCadvertisingintherightwaycancostyoualotof

timeandmoney.SowhatstrategytochoosewhencreatingPPCcampaigns?Andwhatto

becarefulaboutinthebeginning?

They'renotaswidelyknownasTVadslotsoroutdoorbillboards,butit'sstillpossible

thatyou'veheardofPPCadsinthepast.PPCadvertisingismostcommoninbrowsers–

Google,Bing,etc.Mostofthetime,itappearsdirectlyinsearchresults,andweoftendon't

evennoticethatit'sanad.Althoughadtagsarerequired.

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Nowadays,however,advertisingthroughPPCcampaignsisactuallyofferedbyevery

great Internet player. You'll come across it on all social networks – Facebook, YouTube,

LinkedIn,Instagram,etc.Therefore,PPCadvertisingmaynotbejustaresultofsearching.

Itcanalsobebannersonwebsites,videos,andotherformats.Itisoftenveryingeniously

camouflagedundertheheading"Recommended"or"Featured".However,acompanythat

wantstohaveitsappinthissectionhastopayfor it.Andthis is,asthenamesuggests,

mostoften in the formofa cost-per-clickpayment, i.e.pay-per-click,where thePPCad

designationcomesfrom.InPPCsystemssuchasGoogleAdsandothers,however,thereare

alsoalternativewaystopayforsuchadvertising.Inadditiontopayingperclick,youmay

see,forexample,apaymentforadimpressions(mostlyforathousandimpressions)oran

action(commissionsfromtheordermade,registration,etc.).

Whenchoosingapaymentmodelmethod,itisproventofocusonthetargetofyour

ad.Notinvain,carmakersusevisuallyappealingbannersandvideosandprefertopayfor

theirdisplay.Clickingontheirtemptingadvertisingdoesnot,inthevastmajorityofcases,

leadtothe immediatepurchaseofanewcar.Theirgoal is tomakeabrandvisible,and

withouthavingachancetolookintotheirstatistics,itcanbeassumedthattheywouldpay

morewhenpayingforclicksontheirad.However,ifyouneedtoearnordersoranything

thathelpsyouearnaprofit,payperclickshouldbethebestoption.

PPC platforms

YoucanplacePPCadsondifferentplatformsandusedifferenttools.Theyallhave

theirmerits,butnotallfiteverysituation.Itisimportanttobearinmindthatyoureach

potential customers at different stages of the purchasing process, and you should also

chooseindividualtoolsaccordingly.Thebasiconesareasfollows:

• Searchnetworks(browserssuchasGoogleorBing)

• Displaynetworks(banners,videos,andotherformats)

• Remarketing(shownonboththecontentnetworkandsocialnetworks)

• Shoppingcampaigns(GoogleMerchantCenter,FacebookMerchantandmore)

This division is based onworkingwith Google Ads – themostwidely used PPC

systeminwhichyoumanageallplatformsbelongingtoGoogle(includingYouTube).The

inclusionofotherPPCsystemsandsocialnetworksisindividual.Forexample,Facebookhas

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itsownshoppingcampaignsFacebookMerchant(whichmostsocialnetworksdonot),uses

thesameformatsascontentnetworks,andallowsforremarketing.Sohowcanbedifferent

platformsused?

Search networks

Let'ssayyoudofinancialconsultingandyoustillwanttohaveenoughcustomers.

PrintedYellowPageswereburiedbytheinternet.Otherofflineadvertisingformats,ifthey

havenotalreadyhadthesamefate,arethenexttofollow.There'snochoicebuttoadapt

andbecomevisibleonline.Inthiscase,youwilldefinitelystartbysigninginthecatalogs

of companies, theonlineequivalentof YellowPages.But youdon't usenearly asmany

peopleasGoogleorBing.Whenyouneedservice,suchasfinancialadvice,you'reprobably

searchingGoogle.

Ifyouwanttogettothetopofthebrowsersearch,yourjourneywill leadeither

throughSEOoptimization,allowingyoutoslowlyworkyourwaytothetopjustbehindthose

labeled"Advertising"orPPCcampaigns.ComparedtoSEOoptimization,thedownsideof

PPCadvertisingisthatyouimmediatelydisappearfromsearchresultsassoonasyoustop

payingforads.Ontheotherhand,SEOoptimizationisreallyalongrun,andifyouwantto

secureenoughdemand,youcanusePPCatleastuntilyoursitebecomesapermanentfirst

pageofGooglesearch.YoucandecidelateronwhetheryoucontinuewithPPCornot.But

believethatyouwon'tgetenoughdemandifyou'renotatleastonthefirstpageofthe

search.

Source:https://www.bluecorona.com/blog/pay-per-click-statistics/

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Offerwhatcustomerslookfor

At the beginning of the preparation of a new campaign, you need to consider

whetherthetargetwebsiteactuallyfindsananswertoyourquestion.Thisappliestoboth

SEOoptimizationandPPC campaigns,whichare linked inmanyways. Forexample, if a

customerentersthequery"financialadviceBoston"intothebrowser,itisworthcreating

aseparatepageonyourwebsiterelatedtothistopic(ideallyusingthesekeywords)with

youraddress inBostonandother information.Whatquestions,orkeywords, customers

arelookingfor,canbetoldbythehintsappearingintheGooglesearchbar.Onceyouwrite

"financialadvice", itwill tell youotheroptions.However,you'llfindkeywordplanner in

GoogleAdsmuchmoreusefultocontinueworkingonPPCcampaigns.

Thereyouwillfindnotonlywhatcustomersarelookingfor,butalsotheaverage

numberofuserswhosearchforagivenkeywordpermonth,howcompetitivethewordis,

whichisalsothethirdfigure,thecost-per-clickestimatethatyoupaywhenviewedatthe

topofthesearchengine.

You may find that the cost-per-click keyword of the very competitive keyword

"financial advice" is too high compared to "financial advice Boston". Themore specific

keywordsyoumanagetofind,themorelikelythepricewillbelowerandthecustomerwill

finddirectlywhattheyarelookingfor.Suchkeywordsarereferredtoasso-calledlong-tails.

Expecttoseefewervisitors,buttherewillbemorerelevantleadsthataremorelikelytobe

purchased.Ultimately,youcansavealot.

Eliminateunwantedclicks

Insearchnetworks,youpayforclicks,whicharesometimesveryexpensive.Andso

itpaystouseKeywordPlannertoeliminateundesiredclicks.Thewaytoavoidundesired

clicksistheuseoftheso-calledeliminatingnegativekeywords.Thesearewordsthatcan't

appearwithyourkeywordsduringasearch.IfyouwantyourCRMsoftwareadtoappear

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whenyouenterthekeyword"CRM",makesurethattheword"Honda"appearsamongthe

negativewords.Youradwillnotappeartoamotorcyclefanlookingfor"HondaCRM"(note,

thisisatypeofmotorcycle).Youcanfindsuchwordsbeforeyoustartyourfirstcampaignin

KeywordPlanner.

Makingacampaign

OnceyouaresurethatyouwanttoattractcustomersforfinancialadviceinBoston,

youcanstartcreatingthefirstcampaign.Atfirst, it'seasytomakealotofmistakesthat

cancostyoumoney.Therefore,setadailylimitonhowmuchyou'rewillingtopayforyour

campaignad.

Each campaign consists of so-called ad groups, in which you create the

advertisements.Youcannameandorganizeyourcampaignsandreportsasyouneed.You

can,therefore,dividetheadgroupsinthecampaignpromotingfinancialadviceinBoston

bythekeywordsyoufoundawhileago.Noteveryoneisthinkingthesamewayandlooking

for "financial advice inBoston".Userswhoare looking for "financial advisorBoston"or

"financialconsultantBoston"canbeyourcustomersjustaswell.

Thenit'sthecreationoftheaditself.Thisshouldbeattractiveanditshouldshow

thekeywordthatapotentialcustomerislookingfor.Thekeywordshouldappearinthetitle,

label,andaddressofyourwebsite.Ofcourse,yourURLwon'talwaysmatchthekeyword

asideallyasinthecaseofthefinancialadvisor,butinGoogleAds,youhavetheoptionto

includethekeywordforthedomain".com".Inthiscase,therefore,theword"Boston".

Ifyou'reoneofthosewhofirstorderacupboard,putittogether(sometimeswell,

sometimeswrong),andlookattheinstructionsonlyafterthat,thenyoucanstartcreating

the first campaign. But we recommend starting with the lowest budget possible. PPC

campaignsarequitecomplicatedanditpaystotakeaPPCadcourseoratleaststudythe

guidetoGoogleAds.

Measuringandevaluation

IfyoumanageYourPPCcampaignsonyourown,you'llappreciateitifyouhavea

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positiverelationshiptonumbersandstatistics.Ultimately,ROIwillbethemostimportant

whenevaluatingcampaignsanddecidingwhetherPPCadvertisingistherightstrategyfor

you.Inadditiontothecost-per-click,youshouldinclude,forexample,thecostofmanaging

campaignswhenyououtsource.

However,you'llfindotherstatistics inyourcampaignsthattellyouwhatyoucan

improve. Forexample, aCTR (or click-through rate)might indicate that youraddoesn't

answeruserquestionsorisn'tappealingenoughforthem.Theconversionratemaythen

indicatethatyoudon'thaveenoughdemanddespiteenoughclicks.Maybethepricesfor

yourfinancialadvicearetoohigh.Maybeyoursiteisn’tclear.Theremaybemorereasons,

butunfortunately,youwon'tfindasolutioninGoogleAds.

Display networks

Let'ssayyourtargetistoraiseawarenessofyourbrand.Doyoustillrememberthe

carmakersatthebeginningofthearticle?Displaynetworksareidealinthiscase.Whatdoes

adisplaynetworkmean?

Thedisplaynetworkincludesmorethan2millionwebsitesthatworkwithGoogle

Ads(oranothersimilarservice),andsocialnetworksareverysimilar.Sowheneveryousee

avideoonYouTubeorsocialnetworksorbannersonthosesites,it'susuallyanadonthe

displaynetwork.

Onthedisplaynetwork,youradsarenottargetedbasedonkeywords,butbased

ondifferenttargetingmethods.Fromdemographicandgeographictouserinterests.The

fundamental difference is that, unlike thedisplay network, the customer is not actively

looking foranything.On theotherhand,youcan reachawide rangeofusers tocreate

"fertileground".Thenexttimeacustomercomesintocontactwithyourbrand,they'llat

leastknowthey'veheardofyoubefore.Andthat'sgood,whetheryou'reacarmakerora

financialadvisor.

Remarketing

Remarketingisaspecificformofadvertisingthatallowsyoutoreachcustomerswho

havealreadyvisitedyourwebsitebuthavenotplacedanorderordemand.Remarketing

usuallyoccursinthesameplacesondisplaynetworksoronsocialnetworks.Therefore,the

customerisprobablyalreadyconsideringbuyingyourproductorservice.Whynotremind

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him?

In real life, this works when your webmaster uses the so-called Google Ads

remarketingcode(it'scalledapixelonFacebook)onyourwebpages.Itmakesvisitorsto

yoursiteentertheso-calledremarketinglist.

Ifavisitortoyourwebsitehasalreadybeenontherequestformpageanddidnot

submitit,youcanremindittothemandofferthefirsthourofconsultationforfreeifyou

didnotofferitinthesearchad.Maybeyoucanconvincethecustomerthistime.Ormaybe

theyjustneededtimetothink.

Shopping campaigns

AcomprehensivethemelikeotherPPCadvertisingformatsareshoppingcampaigns.

Carmakersandfinancialadviserswon'tfindmuchbenefithere.However,theseplatforms

areanexcellent tool fore-shops, asusersoftenvisit themwith interestorunequivocal

intentiontobuy.Andpreciselybecausethepotentialcustomeralreadychoosesbetween

youandthecompetition,thevisibleparametersofthepriceandcredibilityofthebrand

areveryimportanthereatfirstglance.However,youwillalsoapplysomeknowledgefrom

searchnetworks.

Is it worth investing in PPC campaign management?

If you choose tousePPC campaigns, thebig question iswhether, in addition to

spendingperclicks,toinvestyourowntimeinmanagingthemorentrusttheirmanagement

toaPPCspecialistoragency.Outsourcingcancostyoumore thanyouwould rateyour

owntimemanagingthem.Ontheotherhand,ifyoufeelthatyoudon'tunderstandPPC

Source:https://www.nelsononeill.com.au/insights/what-is-remarketing-and-why-is-it-important/

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campaignsverywell,atrulycapablespecialistcanproducesuchresultsthattheprofitswill

outweighall thecostsassociatedwith runningcampaigns in the long run.Youmayfind

thatitpaystousecompletelydifferentonlinemarketingtoolstopromoteyourproductor

service.

STEP 6: BUILD A FAN BASE ON SOCIAL MEDIA

Marketingonsocialnetworksisconstantlyevolving.SincethelaunchofFacebook,a

long-termtrendhasbeenthelossoftext,visualization,andcontentshortening.Itssuccessor

Instagramisevenmoredynamicinthisrespectandthereisnoindicationthatthistrendis

goingtoslowdown.So,thequestioniswhethertheuseofthemarketingpotentialofthese

socialnetworksisthedirectionyoushouldtake.

With the growingnumberof users, Facebook, Instagramandother socialmedia

arebecomingincreasinglycompetitiveintermsofmarketing.Thisnaturallyincreasesthe

demandsonsophisticationandtime-consumingcreation,andmanagementofmarketing

campaigns.But sometimes it is themustandyouhave to follow the trends.Of course,

aftercarefulconsideration.Youneedtoknowthatyouarereachingyourtargetaudience

andspendingadequateresourcesonyouradcampaigns.Let'sseewhatisthemarketing

potentialofFacebook,Instagramandothersocialmedia.

Facebook

Mostprobably it isnotnecessary to introduce themostpopular socialnetwork.

FacebookisanidealplatformforcompanieswhosetargetgrouparetheMillennials.77%

ofMillennialsuseFacebookdailyand it isusedbyover80%ofusers inallcategories in

termsofrevenues.ItisobviousthatFacebookhasaverywidetargetgroup.Itisalsoavery

competitiveenvironment.Whatcanyoudotosucceed?

EverycompanyshouldhaveitsownFacebookprofile.Thatisalsothecaseevenif

theydon'tintendtousepaidads.Unfortunately,theaverageorganicreachofthepostisonly

6.4%outofthetotalfans.Buildyourfanbasesothatyourpostscanreachasmanyusers

aspossiblewithoutpaidadvertising.Planyourcontributionseveryday,ifpossible.Focus

onrichcontent,usingpictures,videos,articles,orpodcasts.Encourageyourcustomersto

interactwithyouandtorespondtotheirquestions intime.Certainly,sharedandactive

organiccontenthasamuchgreaterreach.Inadditiontoregularactivitiesonyoursite,you

canalsoorganizeacontest.Thiscanbringalotofnewfanstoyoursite.However,makesure

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yourcontesthasclearlyspecifiedpublishedrulesinaccordancewiththecontestruleson

Facebook.

Managingyourbusinessprofile to themaximumextentpossiblewith respect to

yourtimeisthebasisonwhichyoushouldbuildsocialengagement.However,thereare

alsomanypaidadformatsonFacebook.Whetheryouuseonlysponsoredpostsorsome

ofthemanyotherformats,here'swhatyoumighthaveguessedfromthetimeyoustarted

reading this article.According tomany statistics, shorter contributions tend to attract a

biggeraudience.Andthisalsoappliestovideosthatarethemostsharedformatever.Users

simplydon'thavethetime,theyscanwiththeireyesandyouhavetocapturethemvery

quickly.

Instagram

The trend in accelerated perception of content is also confirmed by Instagram,

whichcontainspictureandvideoposts.Thetextitselfisnolongerinterestingenoughand

inthefuture,thistrendwillbecomeevenmoreobvious.Intermsofstatistics,itisprobably

notsurprisingthatthelargestagegroupis72%ofusersaged13-17.Astheageincreases,

thepercentageofusersdecreasesforeachadditionalcategory.Andmorethan200million

oftheseusersvisitatleastonecompanyprofileperday.Sohowdoyouengagetheseusers?

IfitistrueforFacebookthatyoushouldbeactiveandtrytoattractnewfans,believe

itisthesameonInstagram.Youmayhavealreadyregisteredthetypicalphrase"linkinbio"

forInstagram.ThisisbecauseInstagramhasalimitof10,000followerssoyoucanadda

linktoInstagramStories.Ofcourse,thisisnottheonlywaytocreateadvertisingcontent

onInstagram,buttheveryexistenceofthismagicalpsychologicalboundaryunderlinesthe

importancethatInstagramusersattachtothenumberoffollowers.Sowhatcanyoudoto

reachasmanyusersaspossible?

What you have learned on Facebook can be used on Instagram. Complete your

companyprofileasbestyoucan.Findyourownstyleandsticktoit.Aboveall,workwith

hashtagsallthetime.Theidealnumberis8-10varyinghashtagsforeachpost.Ifyouseek

forinspiration,trydisplaypurposes.com.Unfortunately,unpaidcontentisunlikelytobring

you the desired benefits in your early days. Therefore, consider using paid advertising.

YoucanuseInstagramintheformatofimagesandvideosinfeedorstories,collectionsor

rotatingads.Becreativeandkeepinmindthatyourcontentmustbevisuallyappealing.

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ThisisthemagicofInstagramthatyoucanusetopromoteyourproduct.

YouTube

RightafterFacebook,with2billionusers,YouTubeisthesecondmostpopularsocial

network. In termsof thedemographicdistributionofusers,YouTube is a verybalanced

socialnetwork.AsonFacebook,companiesfromalmostallfieldswillfindtheirtargetgroup

onYouTube.WhilecreatingvideosonFacebookisusuallyaninterestingbonus,onYouTube

itistheonlywaytopresent,unlessyouusepaidformatssuchasbanneradsortextads

belowthesearchbar.

Evenifyoudecidetocreatevideos,youcanchoosetogothroughpaidadvertising

beforeotherusers'videosorcreatecontentonyourownchannel.Whencreatingadvideos,

always keep inmind that users come to YouTube towatch certain content and usually

wanttoskipyouradquickly,whichtheycandoafter5seconds(thereisashortformatof

15-20-secondlongadsthatcan'tbeskipped).Therefore,itiscrucialtoengagefollowersin

thefirstseconds(and,ifpossible,placethenameandlogorightatthebeginningofthead).

Likewise,longadsarenoteffectiveinmostcases.Yourmessageshouldideallyfitwithin15

to60seconds.

If you focus on creating videos and promoting your own YouTube channel, you

cancreateavarietyofvideoformats.Forexample,instructionalvideos,interviews,how-

tovideos,reviews,reportsandmuchmore. Inorderforthecontentyoucreatetoserve

your purpose and gain new audiences and customers, you need to build a community

aroundyourchannel.Youcanusepaidpromotionofyourvideo,butformanycompanies,

linkbuildingwillbeamore interestingoption.Youcanshareyourvideosonothersocial

networks,forums,blogsandmore.

However,itisnecessarytothinkaboutbuildinganaudienceatthestartofcreating

thevideoitself.Therefore,itisagoodideatoplaceyourlogoatthebeginningofthevideo

andencourageviewerstotakeactionattheendofthevideo(e.g.watchingyourchannel,

visitingyoursite,etc.).Toincreasethereachandbettertraceabilityofyourvideo, it isa

goodideatoanalyzethekeywordstowhichthevideorelatesandthenusetheminthetitle

andaddthemtotags.

Andfinally,onepieceofadviceforallthatappliestomostsocialnetworks.Create

consistentcontent.Publishvideosregularlyandbeconsistentintheformatsandstyleof

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yourvideos.Onceusersknowwhattoexpectfromyourvideos,they'relikelytolikethem

andwatchthemregularly.

LinkedIn

LinkedIndemographicstatisticsshowthemostsignificantincreaseinthenumber

ofusersinthehighesteducationandincomecategoriesofallnetworks.Thistrendisnot

surprisingforaprofessionalsocialnetwork.However,mostpeopleseethisnetworkonlyas

aplacetodiscovernewjobopportunities,andnoteveryonewouldthinkthatLinkedIncan

beusedforadvertisingpurposes.

On the other hand, you can't just rely on these basic demographics and start

offeringluxuryproductsandservicestoLinkedInusers.Preciselybecauseitisaprofessional

network,theenergyspentonpromotionhereusuallypaysoffforcompaniesthatworkin

theB2Bsegment.It'seasy,onLinkedInyouwillsimplyfinddecision-makersfrommorethan

anywhereelse.Forexample,companies focusingon IT,marketing,finance, law, logistics

andHRcoulddowellhere.

SoifyoudecidetopromoteyourproductorservicesonLinkedIn,youwillfindthat

somebasicprinciplesarealreadyknowntoyoufromFacebookandothersocialnetworks.

Thebasis is tocreateacompanyprofile,usehashtags inyourposts, joingroups inyour

field,orcreateyourown,andsharerelevantcontentinthem,orpossiblyusepaidposts.

However,comparedtoFacebook,LinkedInhasonebigadvantage.Youcanfilteroutusers

thatyouconsiderdecision-makers inyour targetgroupandaddress themdirectlyusing

the InMail function.However,there isalsoachargeforthis feature,so it's importantto

considerwhetheritreallypaysoff.

Which social networks are to be used in marketing campaigns?

Consideryouroptionsandcapacities.Itisdefinitelynotagoodsolutiontocreate

anaccountonallsocialnetworkswhichwouldbecomeempty.Thisisreallynogoodandit

willnotendupmakingagoodpromotionforyourbrand.So,analyzeyourtargetaudience

and choose the appropriate social networks to reach your customers andmanage your

campaignsonthesesocialnetworkstothefullestextentpossible.

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STEP 7: COLLECT EMAIL ADDRESSES AND REACH NEW AND EXISTING CUSTOMERS

E-mailmarketinghaslongbeenoneofthemosteffectivetoolsforonlinepromotion.

Afterall,weallsendandreceivee-mails.Unfortunately,thefactthatsomeonesendsdozens

ofe-mailsinOutlookadayisnotasufficientqualificationforpreparinge-mailcampaigns.So

howdoyoulearnhowtoprepareeffectivee-mailcampaigns?Andwhatarethestrengths

andtricksofe-mailmarketing?

Ifyouarelookingforanonlinemarketingtoolwiththehighestreturnoninvestment,

statistics based on the experience of other companiesmay help.Most companies rank

e-mailmarketingas themosteffectiveonlinemarketing toolof all. E-mailmarketingor

e-mailing ispopularnotonly for its lowoperatingcostsandhighreturn,butalso for its

simplicityandmeasurabilityofresults.

Ontheotherhand,problemswithundeliverablee-mails,spamfiltersortechnical

complexitycanbeadisadvantage,orrathertosayanobstacle.E-mailsthatcontaingraphic

elementsmaydisplaydifferentlyondifferentdevicesande-mailclients.However,allthese

obstaclescancertainlyberemoved.Howdoyoustartmakingqualitye-mailcampaignsso

thatyouturnpotentialcustomersintoexistingcustomersandturnexistingcustomersinto

loyalones?

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Zdroj:https://econsultancy.com/email-remains-the-best-digital-channel-for-roi/

Build a broad base of subscribers

The basis of every e-mail campaign is a quality list of recipients. Even themost

resiliente-mailcampaigncan'tdeliverresultsifyouhavenobodytosenditto.Therefore,

itisimportanttocollecte-mailcontactsandatthesametimeconsent to the processing

of e-mail contacts for multiple marketing purposes. Thefirst step is tooffervisitors to

yoursitetheopportunitytosubscribetoyoure-mailnewsletters.Thesubscriptiontothe

newsletterisusuallylocatedinthefooterofthewebsite.

Onyourwebsite,youcanrequestconsenttotheprocessingofpersonaldatafor

marketingpurposes,forexampleintheinquiryform.However,sincetheGDPRDirective

becameeffective,noneoftheseformsmayhavebeenpre-tickedbydefault.Lastbutnot

least, you can also ask for consent the contacts from your existing customer database.

However,there are exceptions when you do not have to request consent.

Contacts canalsobecollected inotherways. Forexample,exchanginga contact

forafreee-bookdownloadfromyourwebsite isaverypopularandwidespreadway. In

thepast,collectingcontactsatthecompany'stradefairstandwasalsoapopularmethod.

However,thismethodisalreadysomewhatproblematicduetothestricterrulesonproving

consenttousethecontactformarketingpurposes.So,ifyouwanttohuntcontactsinthe

goodoldofflineworld,youcantrytocreateaQR code that will direct the user to the page

with the login form after scanning.

Increase deliverability of your e-mails

Justasitisessentialthatyouhaveenoughrecipientsforyoure-mailcampaigns,it

is imperativethatyoure-mailsbedeliveredcorrectlyinordertodeliverresults. Inother

words,youre-mailsmustnotbemarkedasspam.Sohowdoyoupreventspamfiltersfrom

evaluatingyoure-mailasspam?

Inthebeginning,it'sagoodideatofocusonthesubjectofthee-mail.Itisdefinitely

notappropriatetouseCapsLock,exclamationmarksorsomecontroversialtermsforspam

filters,suchas"free".Spamfiltersalsoblocke-mailsthathaveacontentofatleast80%of

thetextto20%ofimagesforalongtime.Today,however,therearemoreeffectivemethods

ofblocking,sotheoptimalcontentratiocorrespondsto60:40.Thecontentandsubjectof

e-mailisstilloneofthefactorsinfluencingthedeliveryofe-mails,althoughitisincreasingly

influencedbyanumberoftechnicalparameters.

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How to make functioning e-mail content?

Workwithtemplates

Justaswireframes are important when creating content distribution websitesto

make them clear and engaging, professional e-mails require to start thinking about the

functionaldivisionofcontentatthebeginning.

The content of e-mails should be divided into short paragraphs or bullets, and

importantcontentshouldbehighlighted.Theratiooftexttoimagesshouldbeinfavorof

thetextnotonlybecauseofspamfilters,butalsotheusersconsidertheexcessofimages

tobechaotic. It isdefinitelynotworthusingan imagetorepresentcontentthatcanbe

expressedintext.

E-mailcampaigntoolsusuallyofferready-madetemplatesthatcanbecustomized

toyourimage.Alternatively,youcanprepare your own template using an editororimport

yourownHTMLtemplate.Whencreatingtemplates,keepinmindhowtheywillappearon

mobilephoneswheremoreandmorecustomersarereadinge-mails.

Callyourcustomerstoaction

Anessentialpartofe-mailcontentisacalltoactiontogetcustomerstovisityour

site. This is where most e-mail campaigns turn into orders, inquiries and other goals.

Therefore,itisnecessarytocreatevisuallystrikingbuttonswithtextthatwillbeinteresting

forthereader.

Test

The rulemeasure twice, cut once, applies at least twice to e-mailing.Once you

sendane-mail,unlikepostingonsocialnetworksoracorporatewebsite,it'sanirreversible

action.Therefore,itreallypaystosendateste-mailtoyouraddress,oryourcolleagues,

andcheckhowthee-mail isdisplayedonyourPCandmobilephone. Ifyouwant tobe

particularly thorough, you can also check the display in different browsers and e-mail

clients.Inadditiontothedisplay,youalsoneedtocheckthatallthelinksand,ofcourse,

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Tip: For more information, read How to Increase the Deliverability of Your E-Mail Campaigns,whichlooksatthisissueinmoredetail.

thetextofthee-mailassuchwork.

Obligatory unsubscribe link

Don’teverforgettoincludeaunsubscribelinkfromthelistofe-mailsforsending

yournewsletters,togetherwithinformationthatitisabusinessmessage.Atthispoint,this

isnotarecommendation,butalegalobligation.

Statistics

Theevaluationof results is an integralpartofmarketing. E-mailmarketing isno

exception.Oneofthethingsyoushouldinitiallytestisthesubjectofthee-mail.Customers

willreactdifferentlytodifferentcontentandtoneofthemessage.Statisticsonthenumber

ofe-mailopeningswilltellyouwhatsuitsyourcustomers.Itwillalsotellyouifthedayand

timeyouaresendingthee-mailsuityourcustomers.

Youcanalsoexperimentandtracke-mailcontent.Just insert the UTM parameters

into the links in the e-mail.YouwillthenseedetailedstatisticsinGoogleAnalytics.Youwill

seethroughwhichlinksusersgottoyoursite,wheretheywentonyoursiteorhowlong

theywerethere.

Manage your e-mail campaigns effectively with eWay-CRM

Doyouwant to sendyourfirste-mailfinally?Youwill needa suitable tool, asa

regulare-mailclientwillnotmakedoforyourneeds.Justbecauseitdoesnotmeetthe

necessary legislative requirements. Try eWay-CRM to efficiently manage your clients'

database, easily manage and edit your e-mail templates, test e-mails and spam filters

beforesending,andworkwithe-mailcampaignstatistics.eWay-CRM includes a marketing

module,thankstowhichyouwillbeabletomanagecampaignsdirectlyinthewell-known

Outlookenvironment.

CONCLUSION

Withdigitalmarketing,youcangainnewcustomersandturnexistingonesintoloyal

customers.After reading this eWay-Book, youmayalreadyhavea specific ideaofwhat

strategyandpromotion toolsyouwill choose inyourcompany.Whether the strategy is

correctisalwaysdeterminedbythetimeandespeciallytheresultsthatneedtobemeasured

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fromtheverybeginning.It'salsoagoodideatousetoolsfromthebeginningthatarewell

expectedtobethelong-termfoundationofyourmarketingmixthatwillbringyousuccess.

Therefore, you shouldfirst thinkabout yourmarketing strategy. You shouldnow

knowwhateachmarketingtoolentails.Withfewexceptions,creatingawebsiteshouldbea

matterofcourseforeverycompany.Thesearethewebsitesthatyouwilllateroptimizefor

searchenginestoplacethemattheforefrontandgainaregularsupplyofnewcustomers.

Especially in the beginning, before you get to the top of the so-called organic, unpaid,

search,PPCcampaignscanhelpyougainnewcustomersinbrowsersearch.

Don'tforgettocreatecompanyprofilesonsocialnetworks,whichhavethelargest

representationofusersfromyourtargetgroup.Activecontactwithnewcustomersonsocial

networksusuallydoesnotmakesense,forexample,forcompaniesfromindustrialsector,

but if youare looking fornewemployees,a companyprofileonFacebookwill certainly

comeinhandy.

And lastbutnot least,youshouldn't forget thegoodolde-mail. It isanold,but

at thesametimestillunsurpassedandwidespreadtechnology,which isusedbyalmost

everyoneeveryday.E-mailcampaignsareanexcellenttoolforgainingnewcustomersas

wellasforbuildingrelationshipswithexistingonesandarepopularamongmarketersfora

highreturnoninvestment.

So,it'suptoyouwhatkindofmarketingmixyoucreateinyourcompany.Inorder

toconstantlyimproveinonlinemarketingandmoveyourbusinesstothenextlevel,itis

worthwhiletocontinuouslyaddknowledgeinthisfascinatingfield.So,keepaneyeonour

blogandsocialnetworks,wherewedealwithmarketingtopics.

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Be effective.