Guide Boosting sales through online marketing

Guide Boosting sales through online marketing

Boosting sales through online marketing E-commerce has never been more important for UK business. Online sales now account for 10% of all retail spending in the UK, a figure that is growing by approximately 18% year-on-year*. New web-based technologies are changing how consumers learn about products and services, communicate with one another and share information. As a result, businesses of all types and sizes are reconsidering their approach to sales and marketing in an effort to help drive traffic to their online store. An increasing number of UK SMEs are turning to digital marketing strategies to boost their online profile, engage with customers and generate additional business. An increasing number of UK SMEs are turning to digital marketing strategies to boost their online profile, engage with customers and generate additional business. At Close Brothers Invoice Finance, we understand that the digital landscape can be difficult to navigate, whether you are a digital native or just getting started in e-commerce. To help you on your digital journey, we ve put together a handy guide to ensure your business is maximising its virtual potential: So how does search work? Search engines use algorithms or formulas to decide which websites offer the highest quality result. These algorithms are impartial, which is good news for SMEs. They simply measure the website s relevance and content, not your marketing budget. There are a number of ways you can boost your search ranking through the process of search engine optimisation (SEO). This can include updating content regularly, optimising keywords and building links with other quality websites. Keyword optimisation Consider your business from the customer s perspective and put yourself in their shoes what are they trying to find and what search terms are they likely to use? Utilise tools like Google Analytics and Google Adwords to help you identify the most relevant keywords. Once you have identified your keywords, incorporate them into URLs, page title tags, meta descriptions and web copy. This will help improve your organic search engine ranking. You may also consider incorporating keywords in pay per click advertising (PPC) this will help to ensure you appear in the prime positions of search rankings. Make sure you can be found online Search engine marketing is key to driving sales online. Studies indicate that around 80% of all online transactions start with search engines.

Content is king Keep the contents of your website fresh, relevant and informative. Include videos and interactive media to help boost your search rankings. Build links to build trust Take time to build links with other quality websites. Think about other websites that may resonate with what you have to offer. For example, if you are a recruitment agency, you might want to include links to a recruitment trade body, or to a government site that offers careers advice. By linking your website to other websites, it tells search engines that your site is popular, helping you move up the search-ranking ladder. Watch out for link building quick fixes though as search engines will penalise you for these tactics links must be relevant. Also bear in mind that when a search engine undergoes an update, the formula they use can change. Employing an expert in the field can cushion your business from these technical, potentially significant stumbling blocks. Engage through email marketing The growth of smartphones and tablets has led to a revival of one of the more traditional, yet powerful online communication tools, email marketing. It allows you to engage directly with a captive audience on a one-to-one basis. It provides a platform to share news and offers, thus building your brand online. There is an element of trial and error to email marketing, and its important to monitor results to learn what works and what doesn t. Here are a few of the basic rules to successful email marketing: Reach the right inbox For your email communications to work, you need to ensure they are getting to the right people. Dedicate time to building your list of subscribers and create value in your communications to entice the right people to sign up. This could be achieved through special offers, discounts, incentives or competitions. The growth of smartphones and tablets has led to a revival of one of the more traditional, yet powerful online communication tools, email marketing.

Engage with your audience Use attention grabbing subject lines to improve the chances of your email being opened and remember to keep the content fresh and engaging. Very few people will read emails from a company if they didn t find the last one useful or entertaining. Consider using an email platform A great way to carry out an effective email marketing campaign is by using an email marketing platform, such as Constant Contact, MailChimp or dotmailer. Relatively inexpensive, they can help you create, build and manage your email database, segmenting your email list wherever possible to target groups with specific offers specifically tailored to them. You can use reports and tracking features to identify your hottest prospects and follow up with another email or sales call. They also allow you to analyse open and click-through rates to establish what works, so that you can tailor your next email accordingly, ensuring readers only receive relevant content. Grow your brand using social networks Social media can be a brilliant medium for SMEs who wish to grow their online presence and increase sales. your website, improve your search engine ranking, build greater customer loyalty and raise the business profile whilst making effective use of your marketing budget. The social media landscape is constantly evolving. Consider your audience and business objectives when deciding which networks to focus on. Facebook and Twitter continue to dominate the social media market but sites like Pinterest, LinkedIn or Slideshare are becoming increasingly popular. Keep in touch Social is the key word so post regularly and include images or videos in posts to improve visibility. Also consider running competitions through social media to increase your brand s following. Social networks give you the opportunity to engage directly with your target audience. You can share your expertise, showcase products and offers whilst developing your brand s personality. Consider your objectives With a well thought out social media strategy, you can instantly increase sales figures, drive traffic to You can instantly increase sales figures, drive traffic to your website, improve your search engine ranking, build greater customer loyalty and raise the business profile.

Affiliate yourself Online advertising can be an expensive and often inconsistent method of increasing sales online, but there is an alternative. Affiliate marketing can help to boost online sales in a highly cost effective way. What s more, you only pay commission on sales generated, making it a low risk option, which makes sense in the current economic climate. Choose your affiliates carefully There are many types of affiliate publishers to choose from including loyalty and reward programmes, online shopping comparison sites and community based sites. Affiliates will be seen as your online sales team, so it s important to ensure they are a good reflection on your brand. Consider affiliate publisher networks carefully before welcoming them onboard. Online advertising can be an expensive and often inconsistent method of increasing sales online, but there is an alternative. Affiliate marketing can help to boost online sales in a highly cost effective way. Communicate incentives As affiliates are an extension of your sales team, ensure they are kept up to date with any offers or promotions you are running. Consider incentivising any inactive affiliates during key sales periods to ensure your products are front of mind, putting you ahead of your competitors. About us Close Brothers Group plc is a specialist financial services group which makes loans, trades securities and provides advice and investment management solutions to a wide range of clients. Close Brothers was established in 1878 and today employs over 2,500 people, principally in the UK. *Excluding automotive fuel. Source: Office for National Statistics, 2013. If you re looking for working capital or additional funds to support your business please call Close Brothers Invoice Finance on 0808 163 4064 or visit www.closeinvoice.co.uk Close Brothers Invoice Finance is a trading style of Close Invoice Finance Limited ( CIFL ), a subsidiary of Close Brothers Limited. CIFL is registered in England and Wales with company number 935949 and registered office at 10 Crown Place, London EC2A 4FT.