What do we do and how do we do it?
One of our most fundamental and closely-held tenets is relatively simple to understand yet sometimes very difficult to implement:
Have a great website. People will find it.
We start with that idea in mind, and then proceed with the overall principles that follow us through our entire process.
Research and Analysis.
Our research and analysis includes:
- The Client – Who are you on the web? If we’re going to market you, we need to know what you already look like to the web world.
- The Industry – What does your company’s industry look like? What do you do, why and how? We get to know what you’re all about.
- The Market – What’s hot right now? Who’s selling what and for how much? We see what the offerings are, and how yours fit into them.
- The Competition – Who’s out there competing for your customers? Who’s at the top, and how did they get there? There is much to learn from those who’ve proven their success.
- The Customers – Who are they? What can you offer them? We figure that you’ve got what they need, it’s just a matter of getting them to find you.
Once we’ve done our research, we put a plan together that is best suited to your individual needs and has one important goal, the success of your website.
Our plans are widely-varied and custom-tailored, but an example of a fairly typical Web Marketing Plan would look a little like this:
Keyword Research – We run some numbers and compile a report outlining which keywords we think will work best for you and why. We consult on them and then we let you choose which ones you think your users will be using.
Competition Analysis – As part of the research outlined above, we’ll check out who you consider are the major players for the keywords you’ve chosen, or even your industry in general. Then, we’ll provide you with a report on why we think they’re at the top and how we can learn from what they’ve done.
Web Analytics – We’ll look at your current web site statistics to add even more detail to the overall picture. Unique Visitors, Conversion Rates, Most Visited Pages, and Most Used Search Terms are some of the data we’ll use to give us a rough idea of how successful your site currently is.
On-site Optimisation – We can build you some pages based on the keywords you’ve chosen or we change up some of your current pages to focus on these keywords. Then, we’ll go through your site and make sure that the copy we’re writing for these pages fits with your overall “message” and branding. After that, we’ll link to these optimised pages throughout your site.
Off-site Optimisation – Quite simply, we go out and promote your site on other sites. We go to the most relevant places and tell as many as we can that they should be visiting your site and why. Whether you’re selling Shoes, Ideas, or Idea Shoes, we’ll find where on the web people are looking for sites like yours and we’ll tell them all about you by either submitting your site to them or even simply asking them for a link.
Monitoring and Tracking – This ongoing part of the process is one of the most important. If we don’t pay extremely close attention to the effects of what it is that we’ve done, we may never know what’s working and what isn’t. We’ll periodically keep you up-to-date with where your site is ranking and explain any significant changes.
Analysis and Review – After a set period of time, usually 3 months, we document what it is that we’ve learned through our Monitoring and Tracking stage. We report to you what we thought worked, what didn’t, and what we think you should do next.
Experiment. Analyse. Adjust.
That’s it in a nutshell really. Sure, there are more details and specifics in each step than you can shake a stick at, but this is the basic overview of our process.
Don’t hesitate to contact us if you need to know more.
