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A significant proportion of our time is spent in the delivery of digital marketing activities. This is not surprising when you understand the plethora of benefits one finds in comparison with traditional off-line marketing media.
You get instant results. You can turn your budget on and off and up and down as often as you like, and in a matter moments. You can test and tweak different ideas in a live environment. You can measure the efficacy of just about everything you do. You can determine what days and what times the ads run and in which geographies they appear, right down to a specific postcode.

There are three main search engines in the UK. Google accounts for 93% of traffic, Bing (5%) and Yahoo (2%). As you can see, the place to focus effort is Google, but this does not mean that you should ignore Bing and Yahoo altogether – you can turn to them later in the day.

The biggest form of digital marketing activity is Pay-Per-Click (PPC).

This is where you pay a search engine if someone clicks on your advert when they have conducted an enquiry on the search engine. The great thing about PPC is that you only pay if someone clicks and you can set and change your own daily, weekly or monthly budget. And you are guaranteed high quality traffic if you set it up right.
This is where search engine optimisation (SEO) comes into play. SEO techniques are designed to create positive influence on Google’s search algorithms. The idea is to wave a flag and bang a drum to let Google know that they should come and visit you for certain keyword phrases. There are various factors which are important to consider when delivering SEO – some are on-site and some are off-site. It is not an art, it is a science, and it is best delivered by experts who know what they are doing.


These are the terms that you think a person might type into a search engine to look for certain services. You can have as many as you like but – on average – you might have 10,000 PPC keywords and 20 SEO keyword phrases. The rule of thumb is that the shorter the keyword phrase, the more searches it will receive and the more competitive will be the SEO effort and the more expensive will be the CPC (cost per click).

There are other forms of digital marketing which are also highly effective – network advertising and remarketing. Network advertising displays adverts on websites where you think your target audience might browse for information. With remarketing, you display digital adverts on the computer screens of people who you know have previously visited your website, so you can say hello as they continue their online research in the coming days, weeks and months. Again, you only pay when they click.

Another key form of digital marketing is social media – the big players here are Facebook, Twitter, LinkedIn, YouTube, Pinterest, Flickr and Google +. There are opportunities – especially with Facebook – to advertise to targeted audiences.

The aim is to generate a large high quality following and to feed them good quality content that is designed to build relationships over a long period of time. It is about building a brand’s reputation, establishing core credentials, reinforcing key values and beliefs, demonstrating knowledge and showcasing wisdom.

A lot of social media marketing activity (such as blogging) is more about PR than sales – but it will also (if delivered intelligently) provide substantial benefits to your overall SEO activities, and this will have a direct impact on sales. You should of course use social media to announce competitions, special offers and so on.

There are two drawbacks to PPC. The first is that it is an on-going expense. If you stop spending, the traffic stops too – instantly. The second is that it is seven times less trusted than “natural” links.

Ideally, you should use a mix of all of these different media to create the strongest digital marketing strategy. And always research your competitors as you can learn so much from the mistakes of others. The great thing is that most companies do not do digital marketing well, so that means you are very likely to be able to significantly outpunch your relative weight in your industry sector.