E-commerce & Internet Marketing BlogInternet marketing » E-commerce & Internet Marketing Blog http://e-stonia.co.uk/blog Tips and tricks in internet marketing. Latest trends in web design. Mon, 03 Jun 2013 08:57:14 +0000 en hourly 1 http://wordpress.org/?v=3.1.1 Mobile adverts & mobile website http://e-stonia.co.uk/blog/mobile-adverts-mobile-website/ http://e-stonia.co.uk/blog/mobile-adverts-mobile-website/#comments Fri, 12 Apr 2013 14:01:27 +0000 Kaspar http://e-stonia.co.uk/blog/?p=241

Do you already run mobile adverts? It’s not yet too expensive as not everyone is pushing it hard yet but everybody use it already!

What to do? First of all create a mobile website – basically just a lightweight version of the website with narrow width where mobile devices will be redirected. I have noticed really many businesses who really don’t need it create mobile apps. That’s not needed. My corner pizza restaurant advertises to download their mobile app for Android and iPhone and basically you just install another app in your device and all it gives you is just the basic information about the menu and the location. Well, I can see their menu also from their website – why should I install another app in my device?

Anyway, let’s get back to the point – basically what you should do is to run still not inexpensive pay-per-click ads for mobile users. AdWords and also Facebook and still really cheap Bing network! To it now and you’ll see quite quick how good it works! Contact us if you want to get free consultation for our new customers!

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Free live chat in your website http://e-stonia.co.uk/blog/free-live-chat-in-your-website/ http://e-stonia.co.uk/blog/free-live-chat-in-your-website/#comments Sun, 18 Mar 2012 20:15:20 +0000 Kaspar http://e-stonia.co.uk/blog/?p=222 In terms of marketing you want as much contact from potential customers as possible. If someone is in your website then probably he/she is interested in the product/service you’re providing and if there’s any questions then you want the visitor to ask you before he/she leaves your website and maybe never come back. Of course you have there contact form, phone number and instant messenger links but live chat will increase the amount of contacts because maybe the visitor just wants to ask quick question and get instant answer.

One good and free way to get live chat is to sign up for free at meebo.com and then create MeeboMe widget here. You’ll simply get code that you can copy/paste to your website and live chat is there!

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What is Google+ and why it will be very important in web marketing. http://e-stonia.co.uk/blog/google-plu-important-in-web-marketing/ http://e-stonia.co.uk/blog/google-plu-important-in-web-marketing/#comments Fri, 12 Aug 2011 16:10:29 +0000 Kaspar http://e-stonia.co.uk/blog/?p=204

Google+ social media marketing

Google+ tries to combine best features of number one social media gigants Twitter & Facebook and combines it all with GMail. It’s also connected with Google search, it’s search partners and AdWords. Basically Google+ puts all together.

In terms of web marketing, when someone will click on Google+ button on your website or next to your website in Google search results then…

  1. His friends will get the message that the person suggests your website (services/products that you offer).
  2. It will extend to Facebook and Twitter as Google+ will invite them to join.
  3. Every time someone clicks Google+ button it will increase your page rank. Google+ click will increase your ranking more than link to your website. Linkbuilding will become less important.
  4. When his friends search anything from Google then next to your website or AdWords ad will be text “John Smith, Carol Perrot, …., …. and Tim Smith (all names of friends who have clicked Google+ button) suggess this site to you”

And it’s all free internet marketing for you! Google+ is right now only available via invitations as they’re still testing it but it will be soon available for all and be prepared to start using it. Start thinking how to make people to click your Google+ buttons. One small tip: increase all your prices let’s say 5% and add marketing message everywhere: “Click Google+ button at our website and get 5% discount!”

We say right now “To get 5% discount you just need to go to our Facebook fan page facebook.com/seo.web.dev and then click ”like” button. Finally click “share” and write nice testimonial about e-Stonia.” but we’ll change that message once Google+ will be launched.

Do you think that maybe Google+ will fail and Facebook and Twitter will remain most importand in social media marketing? Well…. Google is already owning Android that is the king of mobile phones future and already now huge amount of visitors on most websites are with mobile devices. Google Chrome owns ~23% of browser market. Google owns business applications and servers. Google owns Google Search and about 80% all web searches are made through Google. And Google owns all the tools competitors want or are failing to acquire.

Believe me – Google+ will be super important for you in the internet marketing World! Contact me and I’ll tell you more about Google+ marketing.

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Why MODx developer never start developing on WordPress but even WP3 users switch to MODx Revolution? http://e-stonia.co.uk/blog/why-modx-developers-wordpress/ http://e-stonia.co.uk/blog/why-modx-developers-wordpress/#comments Fri, 29 Apr 2011 21:58:12 +0000 Kaspar http://e-stonia.co.uk/blog/?p=201 1. MODx Revolution calls itself as a CMS & PHP framework when MODx Evolution called itself as content management framework.

2. I believe that although WordPress has way more plugins the fact that you can do ANYTHING that isn’t already there exactly as you need it you’ll develop it in MODx WAY faster than in WordPress if you’re at same level with both.

…gotta run out – continue next time:)

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Internet marketing TODO list to follow http://e-stonia.co.uk/blog/internet-marketing-todo/ http://e-stonia.co.uk/blog/internet-marketing-todo/#comments Thu, 10 Feb 2011 02:00:01 +0000 Jonathan http://e-stonia.co.uk/blog/?p=176 SEO TODOThere are so many time consuming things you should do to improve your SEO that it’s a good idea to have a list to follow and then start from the beginning. A lot can be written about each task and many SEO tasks could be added but with this post my goal is to provide a general picture. I GUARANTEE that if you do all these tasks during one year (even if you’re not good at all in most tasks) then you’ll get brilliant results in Google!!! And you’re not cheating in any way.

Content marketing (remember – content is the King!)

  • Open a blog for your business to give away free valuable knowledge (write posts regularly like twice per week or once per month)
  • Write also about others to build relationships with them
  • Write an e-book
  • Add Facebook “like” button and maybe other social media sharing options
  • Submit your content to social hubs
  • Bookmark your content in social bookmarking websites like Delicious and Stumbleupon
  • Create an infographic
  • Set up an editorial calendar

Conversion optimisation (it’s not only about the traffic you get – it’s also about how many of the visitors convert into customers):

  • Do A/B testing for landing pages with Google’s Website Optimizer tool
  • Integrate a free (with ads) or let your developer to create own feedback widget and live chat for user insight
  • Create CTA (call-to-action) with single purpose for every page
  • Put all your pages into a list that is sorted by conversion scores
  • Segment traffic as well as you can
  • Do five second test on your landing page (eg. fivesecondtest.com)

Organic search results (SEO / SEM)

  • Keyword research – define and analyse your business’ core organic keywords
  • Architect your site for search engines (directory and file structure, robots.txt, java-script, secure area usage, server-side includes, etc.) Here you probably need a SEO experienced web developer’s help most.
  • Lot of one-way quality linkbuilding

PPC (pay-per-click)

  • Start with signing up a Google AdWords account
  • Join us at Facebook and share with friends to get worth of £60 AdWords vouchers and free service to set it all up
  • Send traffic to landing pages and create just one landing page per ad group
  • Improve message match to get high quality score
  • Improve the CPC (cost per click) to keep your costs down. Remove expensive keywords and leave cheaper ones.
  • Buy some help from PPC experts like us as it’s just a few hours you need to hire us and then you’ll set up!
  • Try some other PPC campaigns like LinkedIN, Facebook, etc.

Social media marketing

  • Sign up at LinkedIN and start networking there
  • Create a viral social media contest page like this
  • Sign up at Twitter and build a following there
  • Leave Twitter open in live tabs so people see you as online
  • Create your Facebook fan page and seed some Facebook fans till you have 25 fans then create nice URL
  • Time your Tweets, blog posts and Facebook fan page posts
  • Connect your Facebook fan page and your blog
  • Have something to contribute/say: Curator or Creator
  • Claim your brand name

Email marketing

  • Choose an online e-mail provider and pay monthly or ask your web developer to set up e-mail marketing platform
  • Ask your web designer to design nice branded e-mail template
  • Start building your e-mail list
  • Segment your list
  • Drip campaigns for acquisition & education
  • A/B test your emails

Lead generation

  • Use Feedburner for your blog to capture and track your RSS readers
  • Gather emails for a product launch
  • Give something away for free to acquire customer data
  • Answer questions in Quora, LinkedIN etc.

Analyse (last but not least):

  • Sign up to Google Analytics (GA)
  • Set up conversion goals and funnels in GA
  • Annotate important events in GA
  • Create custom dashboard reports
  • Find out which areas of your site are under-performing
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The the science of persuasion research teaches you to write texts to your website http://e-stonia.co.uk/blog/website-copywriting/ http://e-stonia.co.uk/blog/website-copywriting/#comments Wed, 29 Dec 2010 20:12:23 +0000 Jonathan http://e-stonia.co.uk/blog/?p=165

Sometimes it's good first write/draw on paper

Following the previous blog post by Runo that explained the importance of foreseeing the scares of your customer and about writing about your unique selling proposal at your website then below some more tips how to do good copywriting at your website according to the science of persuasion. The suggestions below are collected from most prominent books in this field including Mr. Cialdini’s books that all marketers who want to be the best have followed.

  • If possible try to give something away for free or teach something valuable on your website before you start selling! Priciple of reciprocity – people feel that they need to give something back if they have got something. This tactic works great if you don’t sell low-budget products/services.
  • Consistency – try to sell something not so big first and just mention that you offer also big deals. Once the customer has bought something that maybe doesn’t bring big profits for you he feels like your customer and will most likely buy more from you if he/she had good experience.
  • People like real people – write the texts on your website like a friend of the website visitor. Be personal, tell about yourself, write blog posts, add photos of your personal, write also somewhere what your employees do at their free time, etc. Personal touch is important! Statistics says that people buy less from websites that use stock photos instead real photos of their company, products etc.
  • Write why your product/service is best! Well – the first one probably is nothing new for you;)
  • Call for action. In many places ask website visitor to buy or contact you and write exact steps that must be taken.
  • Write: “I understand your needs” because you know your customers’ needs.
  • Make limited time and/or quantity offers at prominante place in your website. Tactic of “scarcity”.
  • Add as much bonus products or services as possible to really convice the website visitor to buy.
  • Explain all the ways why your product/service will benefit your customer. Try always to think what your website visitor needs not what you need!
  • Present the price in the way that it looks like very good deal.
  • (Money-back) guarantee is a must!
  • Give many proofs like examples of work, (video) testimonials by experts (nobody cares if someone Bob says “they’re best”), charts and numbers how many people already have bought from you etc. Demonstrate your authority!

I would also like to share one great video by Simon Sinek I found today: How great leaders inspire action

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(website) marketing messages & digital web agency vs traditional advertising agency http://e-stonia.co.uk/blog/marketing-digital-web-agency-vs-advertising-agency/ http://e-stonia.co.uk/blog/marketing-digital-web-agency-vs-advertising-agency/#comments Fri, 05 Nov 2010 22:15:42 +0000 Runo http://e-stonia.co.uk/blog/?p=155 imagesAll the modern SEO and web 3.0 marketing stuff is the future and old traditional agencies must become digital new media agencies (or they’ll die) but in the middle of this all technological buzz don’t forget the content! Content is still the king! Think about the questions and fears that your customer might have before making the purchase when you write your content!

What I mostly see in this market today is that from one side there are digital (web) agencies that promote from marketing side SEO, social media and other internet marketing methods to get more and more visitors to your website and from other hand traditional advertising companies that are thinking how to tune your marketing message so that it will work. Both have their pros and cons.

Modern web agencies that are the future and killing more-and-more the old-fashioned traditional web agencies. More and more highly talented people join digital agencies and “web” isn’t any more fr bunch of geeks but everybody know that it’s most essential and cost-effective marketing channel nowadays.

Although more and more talented marketing people including graphic designers and copywriters join these days digital agencies but still most of the web agencies doesn’t yet take too seriously the content of marketing message. Also customers who come to us don’t expect us to start spending lot of hours on the content from the point of view how to make the marketing message more attractive. People expect us to brief the design, do the programming and web development. Finally of course they ask how much it will cost now to do the SEO so that they’ll get best rankings in Google.

Good traditional advertising agencies from other hand do one thing perfectly that modern web agencies often doesn’t pay too much attention – work hard on the marketing texts (good designers hang around both – “old” and “new”). It’s a super necessary part of the job and modern web agencies here tend often to just measure how heavily the content is filled with keywords that potential customers may be using in search engines and not spending too much time on thinking how to convince that visitor that finally arrived to website.

So few tips this time not about how to get more visitors but how to deliver your (internet) marketing message so that maximum amount of your website’s visitors will go to your website’s goal (contact form, “buy now” button, price calculator, booking form or whatever it is in your website):

1. Most probably you have a (advertising) message that describes (and tries to sell) your product/service. Yes, of course you have to describe what you offer but that’s not enough.

The best message creates a conversation in it’s reader’s mind – it answers to the questions that your potential customer may have in it’s mind. What wonders your customer? What problems your product/service can solve?

Let’s take an example. You’re a building company. What you do? You have some money in your pocket and buy nice website design, order content management system, log into it and start writing: “painting, plumbing, decorating, electricity erc.” Everybody does that and adding here “trusted provider” or “high quality” wont help much.

A little better way would be: “Cowboys ripped your neighbour and you’re afraid to call unknown building company? You can trust Bob but he’s old and not really experienced to do complicated tasks? How to find a company that won’t charge the earth and still can be trusted? Call our talented and friendly project manager Jack and he’ll come and make a reasonable price offer and we’ll write a clear transparent contract if you’re still in doubt after meeting Jack! We never push to sell anything and if you’re not happy with our quality you won’t pay!”

We’ll I just wrote that without analysing it too long and it’s just an non existing example company but can you see the difference? Calm down your customer’s fears, be firendly, be different, be honest, be reasonably priced (don’t look like cheap and then try to rip off to live).

2. Unique selling proposal. How your product is different from most of your competitors? How you do it (bit) differently, (bit) better? It can’t be that you do exactly the same way like any other provider. Even selling roses on the street can be done differently (better) than anyone else.

3. Most important messages as shortly as possible to the front page. Within first seconds visitor will decide if he’ll stay at your website so you must answer a) what is it – what can be done here; b) why are you different if you have competitors; c) what do I get from this website – if you didn’t convince the visitor with a and b then try to say with c at least that he’ll find useful/interesting/entertaining content here.

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If you do some SEO yourself you pay less to professionals to get into the top! http://e-stonia.co.uk/blog/if-you-do-some-seo-yourself-you-pay-less-to-professionals-to-get-into-the-top/ http://e-stonia.co.uk/blog/if-you-do-some-seo-yourself-you-pay-less-to-professionals-to-get-into-the-top/#comments Thu, 21 May 2009 00:10:06 +0000 Runo http://e-stonia.co.uk/blog/?p=10 Search engine optimisation DIYIf you have time to spare and you want to save some money then why not to do some SEO yourself? Basic on-site search engine optimization isn’t a rocket science and most of it can be done by yourself without any knowledge of HTML or any experience in internet marketing.

First of all you must have some understanding of what you’re doing and what search engines are doing. Your goal is to increase sales from your website. So, a) you need to convert as high % of your visitors into profitable customers as possible and b) drive as many potential customers into your website as possible. We’re going to talk about “b” in this post and pretend that your website is already highly converting. The goal of search engines is to suggest the most relevant websites for the keywords that were enteredon the first page of search results .

What are your keywords?

You need to guess what these people (who are your most desirable potential customers) type to search engine, who’s looking for any product/service that you’re offering or just looking for information in the topics that you’re expert in. Once you get a few keywords written down then you can use different keyword tools to work out more keywords, choose better ones and also see the search volume and amount of competition for different keywords. We have collected some free SEO DIY online tools here and if you join our free strictly anti-spam quarterly newsletter then we’ll send you more tools, tricks & tips, instructions, step-by-steb e-book(s) on how to reach the top and with every newsletter we will also choose one winner who will get £150 voucher to order anything from e-Stonia!

If you enter some of your keywords into Google Keyword tool or Google Sets from the SEO tools page then Google will suggest you new keyword ideas regarding what others with similar businesses use. Keyword Synonyms Finder will check the top 1000 Google results for your keywords by running a related word query. With these tools you can work out a longer list of keywords from where you can select the ones that seem more relevant to your business.

Content contains your keywords

Once you have this list, you need to analyze your website content with Keyword density checker to see what keywords actually appear in your content at the moment and if these are the ones that you want to. You need to write your content so that your most desired keywords are present in your content texts, page headers, page TITLE, image ALT tags and of course in META tags (to learn how to add META tags please read further).

It’s a lot of work but not complicated at all – you just need some logical thinking and an understanding about how Google’s robot sees your website. For example if you write a lot about “organic food” and mention here and there what kind of “shop” you are and how different you are compared to other “uk” shops then Google will think that it might be a good idea to send people to your website if they type “uk organic food shops” into search.

It’s always best to start off on the keywords with less competition. Get some traffic with those keywords, and THEN you can focus on the larger keywords. For example if you’re selling “organic food” then to get into the top with that keyword will cost you quite a lot of time and/or a small fortune but you can get into the top with “organic food london”, “healthy organic food”, “organic food for kids” etc. It’s always a good idea to repeat the main keyword with high competition a lot in narrower keywords with less competition.

META tags

META tags are a simple piece of HTML code you can copy between <HEADER> and </HEADER> tags into your website if you don’t have them yet. Here’s an optimal header area of your website unless you know what you’re doing:

<meta name="robots" content="index,follow" /> Don't touch this line.
<meta name="keywords" content="keyword1, keyword2" />  Comma
separated keywords here
<meta name="description" content="Your business description here" />
<meta name="abstract" content="Very short description here" />
<meta name="copyright" content="Copyright (c) 2009 Your Company." />

If this still seems too complicated you can contact us and in just one hour (which is free for our new customers) we will create your META tags and also show you how to optimize the rest of the your code. It’s the easiest part of SEO.

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E-mail marketing is internet marketing strategy with best ROI http://e-stonia.co.uk/blog/email-marketing-list-building/ http://e-stonia.co.uk/blog/email-marketing-list-building/#comments Wed, 22 Apr 2009 02:37:00 +0000 Kaspar http://e-stonia.co.uk/blog/?p=1 e-mail marketing todayWell worked out e-mail marketing strategy has better return on investment (ROI) than any other way of  (internet) marketing.  It’s simple: every penny or hour (as e-mail marketing can cost you only your time if you do it yourself) spent into e-mail marketing will most likely bring you more profit than any other way of marketing.

So, how to do successful e-mail marketing?

  1. Use right tools and follow the rules
  2. Build quality list
  3. Send goal orientated e-mail (newsletter)

Use the right tools and don’t brake the rules. Use software that…

  • Provides proper delivery reports showing you how many received the e-mal, how many actually opened the mail, how many clicked on the link in the e-mail and took the action you wanted them to take (click-through rates – CTR) and also bounce handling (both hard and soft bounces). How many unsubscribed (one-click unsubscribe link must be in every e-mail) and how many reported the e-mail as spam.
  • Provides personalised e-mails like Dear name, birthday greetings, location mentioned, sent out at the time when registered and of course sends information that the person is most interested. You can also send differently targeted e-mails to different sex or marrital status (title) or different age group (DOB).
  • Provides template based e-mails so you can send out nicely designed HTML newsletters.
  • And follow the rules: include your company name and address in every e-mail.
  • Use private IP! If you use ESP (e-mail service provider) who’s many customers share same IP address then you may get blocked by ISPs for mistakes just because of other ESP’s customers. Reputable ESPs work on removing spammers but it’s still better to run your own software from separate IP.

How to build a quality list!

Length of your e-mail list is important of course but the QUALITY of your list is way more important. My different customers have different sizes of lists. One of my customer has a list of over 10.000 and they make less profit through it than many of my customers that have less than 500 in their list!

Never buy lists, “borrow” lists or find e-mail addresses from business directories and yellow pages. Always let people sign up themselves because then you follow the rules and also build quality list – only people actually interested in what you are offering sign up.

To get people to sign up you need to offer them some bonus for signing up. You can offer free PDF, web based or phone training (half of it can be promoting your products/services), huge discount or whatever you can offer for free. It can be an offer to win something if five friends’ e-mails are entered. Be creative – think about what you would like to get for free if you were a potential customer of your business.

Of course you can also have “sign up for our (why useful?) newsletter” checkbox at your contact form, registration form, check-out process, etc. but also have the advert offering something when joining the list on every page of your website, in your e-mail signature, in your forum’s signature, etc. It’s also a good idea to write articles and post them into free sites and have an advert offering something when joined somewhere in your articles.

I for example offer free 1h on-site consultation in London or Skype/phone consultation over the internet anywhere in the world.

Send goal orientated newsletters

It’s easy to send out an e-mail but getting readers attention isn’t. Successful e-mail has to break through the clutter and the average consumer’s inbox is one of the most cluttered place. You have to give the reason to pay attention and it starts from the subject. First of all the e-mail must be opened so it is important to design ‘From:’ and ‘Subject:’ lines that get noticed. Subject line has to highlight the immediate benefit and avoid subject lines that look like spam.

Secondly, make sure your e-mail content is valuable (text) to your audience + interesting and nice (graphics). Here again you can offer free give-aways or valuable information that makes sense to stay in the list. From other hand you need to increase sales so you can give discount vouchers or extend urgent offers. Of course doing it all together you can also use space for promoting something and write effective call for action.

E-mail also has to have an inherent value. You can give useful tips and advice, provide instructions and directions, include important facts and research or add entertaining content or even viral video and “send to friend” form.

Well, start building your list slowly or with huge effort – you’ll thank yourself after a few years!

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