Mothers Day Marketing
Recently I had a meeting with an e-commerce client (I manage their Google Adwords) who sells gifts online and they asked me “Lucy why do you not have the Mother’s Day Campaign Running”. I did not recall setting up a Mother’s Day Campaign So I logged into the account and saw the Mother’s Day campaign from 2008 sitting there inactive.
This was an campaign set up by someone else going after terms like “mothers day gift ideas” and “mothers day gift cards”. As soon as I looked at the keywords and ads I realised the reason I had not switched on this campaign.
I am sick of seeing clients pay per click budgets gobbled up using poor quality or vague keywords that to not convert into sales. It is for this reason I want you to consider the following:
Things to consider when setting up Mother’s Day (or any event’s adwords).
What stage of the buying process do you want to capture them?… You could waste a lot of budget of people looking for ideas OR
You could capture them once they have decided they want to buy a set product and utilize your current keyword groups with a more specific ad for that event.
“What do you mean by that?”
Rather then bidding $4 on mothers day gift ideas you could bit the $1.50 on flower delivery and put up an ad that says mothers day flower delivery….
That way you are getting a more targeted lead to your website but do not blow your budget out on vauge keywords.
What About Mothers Day Search Engine Optimisation?
If you want to go after these vague terms because they receive high traffic then your websites copy is your greatest weapon for turning these “just browsing” visitors into sales. You want to start blogging and writing copy that will answer all of these potential questions so they know exactly what they need to buy mum. A blog is a great way to add seasonally relevant fresh content to your site! The best thing is blogs can be distributed easily across a number of social media platforms meaning growing back links and traffic.
Try Things Like:
- Top 10 gifts for mothers day
- Spoil your mother with pamper gifts
- 3 Secrets to choosing the perfect mothers day gift.
Just a little thing to consider before you go bidding ridiculous amounts on keywords that will not convert 
Results usually take between 3-6 months, this is because the search engines need time to spider your website and all the links pointing to your website (with billions of websites on the web this takes time).
How Do I Make Sure I Stay In The Search Engines?
Because Search Engine Optimisation takes time our SEO packages include a monthly maintenance fee so we can continue to promote your website in the search engines and improve your rankings.
Every website should have an analytics package of some sort (Which measures how much traffic you are getting and what keywords are bringing traffic to your website) Google Analytics is a free web analytics tool that provides PRICELESS information about what visitors are doing on your website.
Use Analytics To see:
- What keywords used to get to your website
- What pages they are visiting
- Where your visitors come from (direct, search engines, ad campaigns, email campaigns).
How Do I Know If It Is Working?
You can use google analytics to see the amount of traffic you are getting from the search engines. A search engine optimisation campaign should increase the number of visitors using keywords related to your niche/business that visit your website.
New Zealand E-Commerce receiving some great press. Interesting case study for aspiring e-tailers. Click below to see the video.
You can either:
a) Guess keywords around your brand, niche and location
OR
b) Employ a search engine optimisation consultant to conduct keyword research for your based on: your niche, target market, the products and services you sell and what your competitors are doing. By using a number of tools they will be able to come up with/create the most suitable keywords to bring targeted traffic to your website.
Call Me Today To Talk Keyword Research and SEO Services 027 315 8672
This requires:
- Conducting keyword research to see what keywords people are using online to find goods and services like yours.
- Conducting competitor/industry analysis to see what keywords the competition is using.
- Making sure the website is structured in a way that search engines will like and will find easy to index.
- Editing the code using your keywords
- Optimising the copy using your keywords
- Make sure the website is structured properly for s.e.o
You may be able optimise the your own website or alternatively you could pay for a search engine optimisation services. (I have been optimizing websites for 7 years and worked on over 50 websites during my career with every website ranking in google for relevant keywords).
Selling Products or Services Online
I was having a chat to someone this week who raised this important question “Is online marketing important for service sellers?”
With 83% of New Zealander’s using the internet (World Internet Project) to check emails and bank, to stay in touch with loved ones and researching goods and services, you are missing our on advertising to a large chunk of the kiwi population if you do not have a website and market it.
My answer to this question: Yes it is just as important for service sellers to use online marketing as it is to a ecommerce website. But they level of online marketing and search engine optimisation you undertake may be slightly different.
“What are the key differences between services sellers website and e-commerce websites in terms of online marketing”
Service Sellers
Service sellers will try and rank around there brand, the type of business they run (niche), the location they are in and the services they offer:
- Service Sellers may use regionally based keywords, brand names, niche related keywords. e.g. plumber christchurch, jim’s plumbing service, blocked toilet christchurch, jim’s plumbing bathroom
- Service Sellers track the results of there online campaign by leads coming into the business through phone calls, web forms, vouchers redeemed in store.
Ecommerce/Product Sellers
Ecommerce/Product Sellers will try and rank for there products names and brands, types of niche the products are in and around the shops brand:
- Ecommerce sellers may use regionally based keywords, product brand name, business brand name and niche related keywords. They will usually have there product catalogue optimised for 100s to 1000s of products. E.g. snowboarding goggles, goggles new zealand, ski goggles, axus tinted snowboard goggles, vented snowboard goggles, snowboarding protective goggles, pink stripped snowboard goggles.
- Ecommerce sellers track results by viewing online sales (and phone sales).
Choose the right online marketing strategy for your business.
Talk to me about setting up Search Engine Optimization and Online Marketing for your business today. Lucy Ross 027 315 8672
Picture yourself out of town on business…
You just finished a late business meeting and are STARVING but you are not sure where the best place is to grab a bite. You feel like Thai food and you do not want to go to far from your hotel.
You go to your mobile phone, access the internet, go to Google, type in Thai restaurant and your location…
A number of review websites, maps and business websites come up along with some Google Adwords advertisements from local thai takeaways. Within seconds you can make an informed decision about where to dine and even find a map of how to get there.
Finding Information with your mobile phone.
It is amazing the speed at which we can find information online. Now with mobile internet more affordable than ever and becoming standard in most mobile phones a business can capitalize on this form of search to get new customers.
I hear you asking yourself the following question:
“What steps do you need to take for people to find you online through their phone?”
Here are the Four steps to Mobile Marketing Success:
If you would like to learn more about marketing using mobiles then give me a call today.
“What do I write in my blog?”
Use your blog to build a rapport with customers and educate them about your products and niche.
While you can offer links to your products is it best not hard sell, instead use the blog to educate the customers about topics that relate to your products so when it comes time to buy they come to you… the expert.
“What does that mean?”
Lets say you sell wedding place settings, rather then writing a blog on every type of wedding place setting products you have, you would write a blog on “9 Wedding Place Setting Mistakes That Could Ruin Your Big Day”.
You should use this blog to educate your customer on potential problems that could come up so they can see that you know your stuff, you are the expert and your can offer a solution to make sure this does not happen to them.
Do you know that what means? When it is time to buy they will come to you.
By all means link to a few relevant product categories but do not hard sell in the blog.
More on Blog Marketing
google seo
It is becoming more common to use ‘Google ‘ when we want to research a product or to find out more information about goods and services before we buy.
Google SEO
During an investigation into keyword terms my fellow New Zealanders use to find out more about search engine optimisation (A service I provide), I came across this search term:
“Google SEO”
Google SEO is a common search term people use when they are looking for further information (or services) on how to optimise their website so that is ranks in Google search results.
This term raises a number of questions:
“How do I get my website into Google?”
- To get your website into Google you must optimise its keywords, content and code in a way that Google can read, whilst still making it make sense for people to read.
- You also need to consider which google search engine you would like to rank in e.g. google.com, google.co.uk, google.co.nz, google.com.au. Then you can submit your website to the appropriate search engines.
“How do I optimise my website to appear in the search engines?”
This requires:
- Conducting keyword research to see what keywords people are using online to find goods and services like yours.
- Conducting competitor/industry analysis to see what keywords the competition is using.
- Making sure the website is structured in a way that search engines will like and will find easy to index.
- Editing the code using your keywords
- Optimising the copy using your keywords
- Make sure the website is structured properly for s.e.o
You may be able optimise the your own website or alternatively you could pay for a search engine optimisation services. (I have been optimizing websites for 7 years and worked on over 50 websites during my career with every website ranking in google for relevant keywords).
“How do I know what keywords people are using to find goods and services like mine?
You can either:
a) guess
OR
b) Employ a search engine optimisation consultant to conduct keyword research for your based on: your niche, target market, the products and services you sell and what your competitors are doing. By using a number of tools they will be able to come up with/create the most suitable keywords to bring targeted traffic to your website.
“How do I track my search engine optimization campaign to see if it is working?
Every website should have an analytics package of some sort (Which measures how much traffic you are getting and what keywords are bringing traffic to your website) Google Analytics is a free web analytics tool that provides PRICELESS information about what visitors are doing on your website.
Use Analytics To see:
- What keywords used to get to your website
- What pages they are visiting
- Where your visitors come from (direct, search engines, ad campaigns, email campaigns).
“How Long Does Search Engine Optimisation Take?”
Results usually take between 3-6 months, this is because the search engines need time to spider your website and all the links pointing to your website (with billions of websites on the web this takes time).
It is for this reason our Search Engine Optimisation packages include a monthly maintenance fee so we can continue to promote your website in the search engines and improve your rankings.
“What do I do after my Google SEO is set up?”
- Check traffic and rankings to measure your success.
- Test & Measure– evaluate rankings and traffic results and adjust the campaign for the best result.
- Review Regularly
“I have a 100% Success rate for getting websites in the top pages of Google for keywords related to their? business niche. By using quality content and white hat Search Engine Optimisation strategies”
“How Much Do Google SEO Services Cost?”
Prices vary, this is because every business has different requirements, from the amount of keywords they wish to rank for to the degree of difficulty in a competitive market.
The best way to find out how much it will cost is to give me a call 027 315 8672(for a free quote).
The final cost includes a set up fee which is based on the number keywords we optimise the site for and a management fee based on the degree of difficulty and number of keywords in your niche.
Jim Hopley, Oamaru Pharmacy Ltd.
www.oamarupharmacy.com