Drive business growth with affordable SEO and digital marketing Services
The best way to grow any small business is through search engine optimisation (SEO) and digital marketing. But, it can be overwhelming to decide where to start and what might work for your business. Stop struggling with SEO and digital marketing and let us take care of it for you.
The digital marketing opportunity for small business
Digital marketing allows you to reach and connect with potential customers, partners and suppliers across various online marketing channels. When searching for information, seeking answers to questions, researching new products or services, the majority of people now user search engines and social media. As such, all businesses cna benefit from increasing their presence online, in a planned way with specific goals and objectives in mind.
Digital marketing channels
The most important digital marketing channels are:
Website
The core of all digital marketing is your website. You certainly need to make sure your website is technically perfect, well organised and contains content relevant to the things your potential customers are searching for.
Search engine marketing
Search engine marketing (SEM) encompasses both organic search engine optimisation (SEO) and paid advertising (pay per click). The goal is to get your website on the first page of search engine results.
Content marketing
Content marketing involves creating engaging, useful, interesting information that is valuable to your target customers. Writing blog or social media posts or creating videos on an ongoing basis to attract new customers, retain current ones and encourage brand loyalty.
Social media marketing
Use social media platforms to build your brand, generate leads and drive website traffic. Build loyalty by listening to and engaging with your customers where they like to hang out.
Email marketing
Email marketing is the most cost-effective and efficient way to nurture sales leads and keep in touch with existing customers.
Organic vs Paid marketing
Digital marketing work can be split into two main areas:
Organic or "free" marketing
Paid advertising
All marketing channels, to a greater or lesser extent, will offer opportunities for both organic and paid marketing.
Organic marketing
Organic marketing simply refers to growing your online presence via the organic increase in interest and engagement with your brand, products and services over time.
This could be achieved on a social media channel by consistently posting interesting information, joining and engaging in relevant groups, gaining followers, etc. Equally, you may see your website reach the top of search engine rankings as you improve and add to the content on your website, more people visit your website and your brand recognition and authority increases.
The key to organic marketing is time and effort. Because you’re growing organically, it can take time to achieve your ultimate marketing goals. You may have to commit considerable effort into writing and posting on social media channels, looking for new groups to join, engaging with followers, etc.
Paid advertising
Paid advertising, in essence, allows you to short-cut the time required to develop an organic online presence.
For example, if you don’t have many followers on your social media channel, no-one is going to see when you post your next update. One option may be to pay to show that post to people in your target demographic who don’t yet know you. Your advert can include a “call to action” to maybe follow your social media page/channel.
If your website is not yet organically at the top of google’s search results for relevant searches, you can pay to show an advert at the top of the search results when someone searches for a particular topic. That advert can link to your website or prompt people to call you.
Why aento?
The issue for most small businesses is that there are many digital marketing channels and lots of tasks to complete and keep on top of to run a successful digital marketing campaign. Not every channel is appropriate to every business, organisation or marketing goal and, within channels, not every option available is relevant.
It can be overwhelming to decide where to start and what might work for your business. Should you consider paid advertising to boost your digital marketing campaign? If so, what channels should you use, what messages shuld you advertise and to what demographic. Most importantly, what results can you expect.
If you don’t have sufficient resources to dedicate to your digital marketing campaign, it is destined to fail. This is where aento comes in.
We will work with you to clearly define your marketing goals and establish a sensible digital marketing plan that can be followed to grow your business. Importantly, this plan will be based on your defined goals, will identify the initial marketing channels to use and will include objectives and success metrics that can easily be measured.
We will take the pressure off your staff by undertaking some or all of the tasks defined in the digital marketing plan.
We will provide you with an online monitoring and reporting dashboard that you can access 24/7 that brings together all of your SEO and digital marketing channels and provides you with analytics on how your marketing campaign is working.
We will periodically review this analytics data with you and advise on any recommended changes to the marketing plan. Throughout, we will be highly proactive in ensuring that your marketing budget is maximised and generating the greatest return on investment.
Our SEO and digital marketing services
We offer a comprehensive set of SEO and digital marketing services. We’re also very flexible and are happy to work with clients in whatever way suits best. In some cases, this might be full management of a complete digital marketing strategy across a range of marketing platforms. In others, it might be ad-hoc, specific tasks that support the work being done by in-house staff. Whatever your requirement, we can help.
Failing to plan is planning to fail
You may have already planned out your SEO and digital marketing strategy and have identified that you need to outsource specific marketing tasks. In which case great, we can support your team by undertaking the tasks you have identified.
However, if you’re just at the very start of your digital marketing journey, we can help you define your digital marketing plan.
A digital marketing plan to ensure your success
We can work with you to translate your business goals into an actionable, step by step, digital marketing plan. This will be a written plan that provides a costed strategy to cover an initial, defined, period of marketing. The plan includes:
An evaluation of your current digital marketing.
Overall goals and objectives moving forward.
Demographics and markets to target moving forward.
A definition of the marketing messages to be used.
Branding, structural, organisational and content changes required to the client’s website.
Identification of what social media channels to focus on for each area.
Strategy and work plan for boosting organic growth on social media, including guidelines for use of social media, what to post, how often to post, etc.
Definition of a targeted content strategy and schedule to add content to the website and social media on an ongoing basis.
A definition of any paid advertising services to be used as part of the digital marketing plan. This will include reasons for using a particular paid advertising channel, objectives and goals, types of advertising to use, budget, messages.
A definition of your own resources and staff to be used to support the digital marketing plan, responsibilities and expectations.
A definition of ongoing support, if any, to be provided by aento.
Key success metrics. i.e. what represents success and how to measure these.
Organic Search Engine Optimisation (SEO)
Technical SEO
This refers to ensuring the website is built properly, has the correct structure to support search engines and has no technical issues preventing the site being shown on search engines.
We can run an initial full technical audit of your website and advise on all of the technical SEO issues that need to be fixed. Our audit includes up to 2 hours time for us to support you fixing identified issues. On an ongoing basis our website monthly maintenance plans include ongoing technical SEO monitoring and fixes.
On page SEO
This refers primarily to the content of an individual website page and/or news item/blog post. On page SEO is the process of:
Writing content in such a way that it is viewed as a valuable resource by search engines. i.e. that it clearly discusses or presents information relevant to a particular search engine user in a human readable way. In simple terms, if your business is hairdressing but your website page doesn’t mention “hair colouring” as a service, your web page will not be shown in search results to a user searching for “hair colouring near me”.
Ensuring that the structure of any new/modified page or post is optimised for search engines. This includes making sure that meta tags correctly describe the page, assets such as image and videos are correctly described to visually impaired users, etc.
Ensuring that the page/post performs well. E.g. making sure that the page doesn’t become slow to load because it includes a huge image.
We can work with you either to review and help you SEO your existing content or to write new content with our SEO copywriting service.
When copywriting, we:
Research the topic to be written about.
Perform competitive analysis on other websites that may already contain content on the required topic.
Analyse search engine queries related to the topic to determine the key words and phrases people most search for in respect to that topic.
Write original content, e.g. a page, news item or blog post, of sufficient length and quality to rank with search engines. This content will be SEO optimised and, if appropriate, include clear call to actions and conversion optimisation.
Off page SEO, backlinks and link building
Search engines include the perceived authority of a website as part of the algorithm used to decide how highly to rank a particular web page in search results. Every website on the intranet has a calculated authority rating.
In a competitive market place, websites having higher authority will be ranked nearer to the top of search results than those with a lower authority. The authority rating is calculated by analysing the links other websites make to a particular web page and is based on both:
- How many other websites link to the web page?
- What is the current authority of each of those other websites linking to the web page?
Off page SEO refers to the process of trying to improve the authority of your website by encouraging other, authoritative websites to link to your website. This is, without doubt, the most difficult, and potentially expensive, aspect of SEO.
We can help by:
Starter Pack. Listing your website with an initial set of up to 180 legitimate UK directories using a consistent listing entry. A full report of directories and login details will be provided at the end of this work.
Ongoing, high quality, link building. On an ongoing basis, we can work to manually reach out to add high quality links from relevant websites and organisations.
Manage Social Media
aento can write and post an agreed number of targeted posts to selected social media channels each month. These would be based on an agreed content strategy and schedule. These targeted posts can be in addition to posts added by the client’s own staff.
Aento can also act as the social media manager for posts to be written by the client’s own staff. In this instance, draft posts would be forwarded for review to aento against agreed content guidelines. Aento would then add those posts to the content schedule and publish the posts to multiple social media channels.
Manage Paid Advertising
aento can create and manage paid advertising campaigns on an ongoing basis.
Research into how best to target the required demographic with the required messages for the selected advertising channel.
Create and launch new campaigns
Configure conversion targets to ensure accurate measurement of advertising success.
Create advertising copy and assets, write compelling advertisements.
Manage advertising budget
Constant monitoring of campaigns with a formal weekly review of campaigns performance.
Weekly optimisation of campaigns, make adjustments to campaigns, ads, targeting, etc.
Paid advertising campaign analytics are provided 24/7 through the aento online SEO dashboard but a formal monthly report is also provided specific to managed paid advertising campaigns.
Email marketing
An email marketing system can be integrated with your website and social media allowing leads to be captured. Automated workflows/funnels can be configured with the email marketing system to automatically send a sequence of emails to new leads. Create your very own “marketing machine”.
aento can:
