Another day, another platform
The Managing Director of a top digital agency in London was quoted the other week as having stated that he hates to go away on holiday as even after two weeks he knows that there will have been yet another big development on the internet. The truth is; he is both right and wrong. Every day, there are new developments On-line and if a week is a long time in politics it is an age on the internet. It is the job of an E-commerce agency in London to keep up to speed with everything that may affect the internet marketing of its clients’ businesses but it is impossible to keep abreast of every single innovation, for one simple reason: the internet is global. The Managing Director is right to be concerned, interested by what goes on On-line, because that is his business, but he is also wrong to consider that every change, every new development, every new whim by Google, should have his agency scuttling around to make sense of it.
It is quite easy to believe that Google rules the world but there are people behind that organization, which, by the way, would not exist if the power goes out. If there is a power cut, people’s houses do not disappear; but Google does. If there is a power cut the food on your table doesn’t disappear; but Google does. If there is a power cut, your car is still outside your house, but Google cannot be found. The point is that people cannot live by Google alone although many feel that they cannot exist if they are not On-line. That feeling of panic when a server goes down is felt by everyone who relies on the internet to survive but if a business is going to thrive in 2012, internet marketing should be handled by those people who make it their business to seek out the best routes to driving traffic and custom to an E-commerce website.
A digital agency London will want its clients to focus on creating the best products or services they can and to enable the internet marketing experts within the E-commerce agency to battle through the latest innovations on their behalf. There has never been a time when so many people have had to absorb so many technical innovations that have a direct impact on their lives. The lesson that we all have to learn is that human nature doesn’t really change and that if the Managing Director of a Ecommerce digital agency wants to take a couple of weeks off, somewhere in the virtual world people will have created something new, such as Google+, but what won’t have changed is the nature of the humans that use the internet.
Nobody wants to be a Luddite, no digital E-commerce marketing expert wants to be ignorant of the latest innovation; but to function well, to not chase virtual tails, it is important for all that live by the internet to appreciate that behind every innovation is just another human mind. It doesn’t mean that internet marketing isn’t crucial to On-line success – it is – but it is also important to retain a calm approach, to not feel rising panic when a clever mind across the world comes up with a brilliant idea. We do live in a global village and it must be remembered that for every brilliant idea for making money On-line, there are a hundred lousy ones. The trick is, not to spend precious time chasing ideas that will eventually wither on the virtual vine. In other words, we must all keep a sense of proportion.
Everyone is a specialist in their own field but the internet has made us all believe that we can be specialists online too, which is simply not the case. When you hire the services of a UK digital agency, you will be paying for expertise in an area of marketing quicksilver that is impossible to fully comprehend unless it is your job to do so. A London Ecommerce digital agency faces fresh challenges everyday when it comes to marketing their clients’ products and services online. The internet is a world that is as big as the Pacific Ocean; in other words, it is beautiful when lapping palm-fringed shores with blindingly white sand but hides online monsters such as Great White Sharks and can turn a ripple into a mighty wave that can overwhelm the shrewdest of business people.
If you are looking to improve your online presence; i.e. thinking of ways to make your website more appealing to search engines and visitors; there are seven reasons why a London digital agency can make all the difference to the effectiveness of your online presence:
Search Engine Optimisation – SEO is not simply pumping key words into your website’s body copy, these days it has to be undertaken much more subtly if you are to avoid being black listed for keyword stuffing. SEO is a science that is changing all the time and includes not just the copy within your website but other aspects of it too. Beyond your website, SEO can play a major role in the placement of articles on third party websites and within news stories and blogs on your own. How SEO is utilised within your web copy and deployed on third-party websites by your digital marketing agency can make all the difference to your free ranking.
Pay Per Click – there is no doubt that Pay Per Click is a route to attracting customers but how it is handled can radically affect the number of zeros in your bill from Google and elsewhere. PPC is definitely an area of the internet that involves a great deal of skill as bidding for keywords in order to climb high amongst the sponsored links can be frustrating and costly if key words are not selected with proper research.
Link building – much is spoken of creating links but it has to be undertaken with a serious level of intelligent design. It also requires a great many relevant links to work and is a painstaking process to undertake. Link building is definitely one of those areas that should be undertaken by experts as the extensive time it can take building the links yourself could seriously damage your business in the short-term. Linking building is not a case of simply stating that you’ll have theirs if they’ll have yours.
Social Media Optimisation – everyone in business is obsessed with social media and Twitter has definitely come of age. Facebook is still king but there are many other social media avenues that should be explored, which takes time and experience. Your online agency will have the skills and knowledge to exploit social media websites effectively, including big names such as YouTube and Bebo, but social media optimisation is more scientific than simply building a long list of friends on Facebook.
Email campaigns – nobody likes to receive spam and so an email campaign needs to be legal before it can begin to be effective. Your design and marketing agency can help you ensure that your database is legally acquired and that your email marketing campaigns will not get caught by spam filters. There is a real marketing skill to getting responses from a well-planned and executed email campaign. Sometimes, the more ordinary the approach the better the result; it all depends on your product and your audience.
Selecting a London digital agency that will understand your commercial and marketing imperatives is not easy, for two principal reasons: either the digital agency focuses on your website’s design looks rather than its usability and search engine optimization, or the digital agency has considerable skill in creating a good website structure but lacks the expertise to fully exploit the latest online marketing techniques and opportunities.
London is the base of some of worlds top digital agencies spread across central and greater London. London, UK’s capital city has an industry and commercial buzz that continues to drive the creative, technical and marketing skills of leading London digital agencies.
Times may have moved on since Mr Marks and Mr Spencer first started out trading from their market stalls but that is what every website is today – a market stall or shop window. The question is; how can a company ensure that its market stall ends up in Oxford Street rather than on two wheels in Fulham’s North End Road?
The answer is to take a little time talking to your selected London digital agency whilst bearing in mind three key points:
Jargon – the internet is full of jargon and much of it is spoken by those that only have a scant notion of its true meaning. If your digital agency overdoes the jargon, ask for plain English or, if in doubt, the door.
Your terms – it is very easy for digital design agencies to dictate terms because much of what they do flies under your natural business radar. Set out your business stall, and include your timescale and budget, and make sure that the response from your chosen digital agency is wholly transparent.
Achievements – you may have approached your Ecommerce development without any form of recommendation, therefore, it is doubly important to determine the true level of the agency’s past successes. Areas to consider include examining not one but several websites that have been created and are managed by your chosen digital agency. Ask for facts and figures regarding Google ranking successes and the level of sales generated. Look at the industry sectors for whom your London digital agency has worked and see where your organisation could benefit from the agency’s previous experience.
Finally, it’s important to determine that your London digital agency has an exemplary design and marketing approach that encompasses the following four points:
A consulting strategy that utilises focus groups, analytics and competition benchmarking;
Development processes that include B2B andB2C Ecommerce;
Design that is in step with your current branding and company ethos; and
Marketing that is technically astute and recognises the essential roles played by Search Engine Optimisation, Pay Per Click, Keywords Research, Email Campaigns, Social Media, Affiliate Marketing and Link Building.
The key to business growth is to get it right online and keep getting it right, which is not easy in a fluid market and tough global economy.
GoBe Digital is a London digital agency that works with its clients to maximise their potential online Ensuring business growth is a challenge for every organisation and requires the support of a digital agency with allround strengths in design, branding, technical development, sharpened marketing skills and a global perspective.
The sharpest minds in the world
At the time of writing, the UK is struggling to punch its way out of its severe recession and not destroy the career opportunities of a million or more young people that cannot find work. In the last ten years, before the average London digital agency was a pixel in the eye of its beholder, the European union opened its doors to eastern European countries and millions came to the UK; clever, hard working multilingual people started to compete head on with British workers.
In the early years of the last decade, it was often commented that British people were either too lazy or too uneducated to work in jobs now undertaken by people from Poland and other countries such as the Czech Republic. However, in the last five years, as the economy in the UK has slowed and unemployment has risen, the advent of broadband spreading like a web across the world has opened UK businesses to online competition that would have been impossible at the turn of the century. Today, to fight the growing threat of companies based outside of the UK but operating within the UK taking custom and profits from British organisations, the drive has been to meet the challenge head on by employing the sharpest minds in ecommerce development and digital design.
Today, a top ecommerce agency in London will hire superb business brains living in the capital and complement their skills with the finest internet marketing brains located abroad. In order for British companies to challenge the global competition that the internet has brought to this country, British companies are employing digital marketing agencies that understand how global organisations function on the web and are experts in the process of internet marketing.
Communication is simple thanks to the digital revolution but the new world order is creating problems for business people who have yet to come to terms with how the world has changed. Following World War II, the way business was done in the UK remained mostly unchanged until 2005. In the last five or six years, universal broadband has delivered services into people’s homes that were unimaginable at the turn of the 21st century.
Unfortunately, our exciting digital revolution has coincided with the global financial meltdown and the pace of change has left many businesses still trying to climb on board the internet train.
Recently, the shopping guru, Mary Portas, delivered her assessment of town shopping centres that are dying through loss of business to out of town shopping and entertainment malls and to online sales driven by organisations such as Amazon and iTunes. Mary Portas produced some good ideas for reviving town centres that are considered innovative as she is not trying to turn the clocks back. Her solution is not to challenge the internet but for town centres to offer people services and entertainment that cannot easily be replicated online.
Where to go in 2012
The internet is here to stay and expand; the answer for British businesses trying to keep abreast of Search Engine Optimisation, email marketing, Pay Per Click, Social networks and a plethora of other internet activity is to hire the very best London digital agency and turn competition from abroad into an opportunity that can see a UK business expand at rates undreamed of in the 1960s.
The best ecommerce development will give you real time reporting on the detailed activities of your website’s visitors and customers.
Click by real time click :
Your chosen ecommerce digital agency should have the skills and experience to monitor your ecommerce platform in real time so that you can see the way that your website impacts on your visitors and customers.
You should receive comprehensive reports that provide lists of recent and current online visitors and customers to your website. Each person clicking their way around your site will be represented within the report so that you can fully comprehend the visitor streams.
Your ecommerce development agency should combine the roles of online marketer, web developer, analyser and usability expert in order to comprehensively report what is happening in real time on your website so that your customers can be tracked as they view, click and buy. New and returning customers can be observed as they add items to their basket, read articles and blogs, subscribe to your newsletter, click on links to videos, share pages with friends and write comments within forms.
Your website’s comings and goings :
A perfect ecommerce development process includes online analytics that can tell you whether a visitor is new to your website or returning. An e-commerce developer can see in real time the entry and exit of customers, which products converted them to buy and at what points on their journey through your website they clicked and left. This kind of information is invaluable, especially when it is delivered in real time as it can convey key seasonal trends; it also enables your web developer to make your website faster and more efficient; i.e. if a particular link within your site is slow to load then that may be the point when your potential customers decide to leave.
Precise information in real time enables your web development team to make alterations to the functionality of your website so that time is not lost together with potential customers. In the weeks up to Christmas or Easter, no organisation can afford to miss out on a single trading day which is why optimising the shopping experience of your ecommerce site is crucial to ensuring that new visitors become returning visitors and returning visitors become buying customers.
A London digital agency will employ the very best in marketing strategies to ensure you get the biggest bang for your buck but you must also be equally sure that your web design London located agency is skilled in building and optimising your website.
Searching questions :
Another key responsibility of your web developer is to track and monitor the search terms and key words that were used to find your product or service. This will help you choose the right key words for your website’s search engine optimisation.
Advertising and pay per click :
Most organisations do not have a clear idea as to the effectiveness of a particular online advertisement compared to off-site articles and blogs. If your web ecommerce developer has the skills, then it is another crucial tool for your online marketing campaign to have a full understanding of the effectiveness of one Ad over another Ad, or one hub page against another hub page. Understanding the whys and wherefores that bring customers to your website will help you fine tune your products and services and overall customer experience.
Utilising the expertise of your London ecommerce digital agency so that you know where your traffic comes from, including global locations, will save you money through being able to determine which online marketing campaigns work and which ones don’t. Knowledge, when it comes to marketing and selling online, really is power and an e-commerce web developer monitoring your website in real time can give you the power to understand the type of people and organisations that are visiting your site.
One of the biggest tasks for any London associated digital agency is ensuring that their client stands out from the crowd in an online world that is alive and kicking with highwaymen who practice deceit all day every day.
Stand and deliver :
The internet has been described in many ways including as Bedlam, the notorious lunatic asylum; a more apposite description is that of a prison with the prison governor and guards being Google and the inmates the rest of us. How we all survive in this virtual prison depends on the guards and how successful we are with bribing them with our pay per click strategies. No one can get out of the prison, the internet is here to stay, but reaping rewards is a real possibility if an inmate employs the services of a UK described digital agency that understands the system.
Surviving in prison is often a case of scratching each other’s backs and that is one of the marketing ploys that a digital agency that is London-located would definitely employ by way of affiliate marketing. Top quality link building is another way that people with good connections in prison not only survive but actually thrive. Of course, there are always the highwaymen who are out there online determined to cause mayhem and distrust.
It is a fact of life and for many years the highwaymen really did have the upper hand and could break into the security systems of organisations undertaking ecommerce development; today, it need not be the case if security systems are put in place by a top quality London based digital agency.
Fear and need :
Imagine getting into a car for the first time and trying to drive it, especially if it has manual gears. Of course, it is possible to learn to drive without a qualified instructor but a great deal of time will be wasted and damage to the car is bound to be considerable.
A London digital agency will employ the very best in marketing strategies to ensure you get the biggest bang for your buck but you must also be equally sure that your web design London located agency is skilled in building and optimising your website. Of course, ultimately, the type of services and products that are sold on your website is entirely your decision and if they are not in demand no amount of traffic will make a difference to your sales figures.
All of us use the internet but that is like us using buses; we are not driving the bus or driving the car; to do either properly requires instruction from someone who is experienced and knows much more about the highway than just vehicle mechanics. This analogy is simply to point out that trying to undertake internet marketing, ecommerce, effective link building, article posting and numerous other tasks without proper instruction is as crazy (well almost!) as getting behind the wheel of a bus without knowing which is the brake pedal.
This article is not about beefing up the role of digital marketing agencies but to explain that if you go online without adequate back up from a professional marketing organisation, you could waste a great deal of time and money that may end up costing you more than you appreciate.
Every day we hear in the news that the global economy is on a knife edge and that the West is living in fear of a depression. For many people in business the recession has lasted for several years already, but there is business to be done if finding customers is undertaken with the support of design and marketing digital experts who are up to speed with the way Google operates its supposedly free search rankings and its pay per click policy including Google AdWords.
UK digital agency
Every London digital agency worth more than a handful of pixels will emphasise the benefits of social media to its clients. Of course, the leading contenders are out there for all to see such as Facebook and Twitter but there is much more to social media than spouting 140 characters and spaces to so called followers. For example, companies create viral videos that attract hits on You Tube and are then embedded in various interested parties’ websites around the world. Often the content of the video has little if anything to do with products of the organisation that created it but advertising links located within the video or on the You Tube web page may well lure customers to the originator’s website.
To give an example of how social media can make or break a company or organisation: a renowned department store decided to use Twitter as a means of promoting their products. It’s always a good idea to promote your goods but this particular store placed the famous hash symbol in front of non-related topics so that Twitter users would be lured to the store’s Twitter page and if interested in the product, click a link straight to the department store’s website. Within a week, Twitter users were so outraged by the blatant commercialism of the store that the department store had to issue a grovelling apology and promise never to hash mark random trends again just to attract customers. A few weeks ago, the department store finally closed for business after more than forty years trading. In other words, it’s important to use social media wisely or the beast can turn round and bite you.
If you work with a leading UK digital agency, you will be guided into best practice when it comes to social media. Bogging and search engine optimisation including key words and phrases can play their part but they need to be handled with skill. There are sites where blogs are welcome and they can in turn attract people through link building to your own company website. Over the last year or two, social networking sites including online dating are now feeding back information to people’s mobile devices creating more opportunities for targeted advertising through social media websites.
Blogs and articles that provide useful or offer genuinely interesting news or information will feed people to your pages on Twitter or Facebook or You Tube from where specifically posted Ads can take them to the relevant pages within your website. For example, this article is not a “how to use social networking” blog as that is far too fluid a subject to write in full here; but it is an article that urges anyone who wishes to expand their business or even to stand still to take on board the services of a digital agency London based, so that social networking opportunities can be utilised to their optimum.
Of course, as with all marketing, publicity can work against organisations such as hotels when they find that poor reviews go viral from one holiday review website to another. On those occasions, hotels usually fight back by imploring guests to leave good reviews; however, one bad comment can still do an awful lot of harm. The best advice is to seek the services of an expert agency that has considerable experience with online marketing and social media – it could give your company the marketing oomph it needs.
For more than eight years, goBE Digital (http://www.gobedigital.com/) has been developing long-term relationships with clients in start-ups, SMEs, charitable trusts, real estate businesses, large internet brands, ecommerce websites and portals, and various membership organisations. We help our clients to create effective branding that achieves top search engine rankings through the employment of the latest technological techniques and innovations.
To date, goBE Digital has developed over 500 Web projects and achieved 1,000+ keyword Google 1# page rankings for our clients. We are specialists in eCommerce, Internet Marketing, Technology, including software development, and Content Management. GoBE Digital is user friendly and business focussed, so please get in touch and let’s talk http://www.gobedigital.com/.