Web Wise Business – websites scotland (and beyond)
website development and websites Scotland from web wise businessArchive for online marketing scotland
Pay Per Click Marketing – Brand Name Targeting
An important tip to remember when it comes to Pay Per Click (PPC) marketing is to determine what you gain by targeting your own brand name. If you already hold the first spot in the natural search rankings for your brand name, then spending money on PPC for the term is a wasted effort. Since visitors are already searching for you (they’ve entered your brand name), you will simply end up paying money to get people onto your website that were going to visit it anyway.
Targeting your own brand name should only be done when you do not hold the number one spot in the natural search results for the term, or if your brand name is a commonly used term or name, such as Web Design Scotland.
Website Marketing – community
Establishing a community on your website can be a great way to encourage visitors and develop visitor and user brand loyalty. If, for example, you sell cars on your website, then it stands to reason that the people who might buy cars from this website probably also like to talk about them too. Providing a space for these users to do so and regularly encouraging and steering discussion can not only be a good way to foster an active community under your own brand, it can also allow you to further promote your products and influence potential buyers.
However, establishing a strong community is not something that can be done easily, it requires a lot of time, effort and hard work to create a site with which users will want to interact with. If you think it is worth doing and could work for you, make sure you have something slick that meets visitors expectations when they arrive. If it doesn’t, they are potentially lost forever.
If you’d like to discuss developing a community website, as web designers Scotland, we would be happy to help.
Websites with thistles in Scotland
Back in the 80’s it was frowned upon if you made you company name have some Scottish connection – like Alba or Caledonia. Honest – it was! It was deemed as signalling that you were looking inward, not international and all that sort of thing. You couldn’t build a brand on having Scotland in the title…… so that’ll be the Royal Bank of Scotland diving for the rebranders then.
We took the view a wee (Scottish for small/short) while back that we’d feature in our websites to promote ourselves the fact that we are Scottish – that way they signal a certain confidence about who, where and what we are. It’s not a nationalistic thing or anything thats patriotic – its just a statement of fact – we develop websites from Scotland, we do our online marketing from Scotland, and we carry out Search Engine Optimisation from Scotland. We’ll happily work outside that area – but if you must have a partner in Canada, Corfu or China – then it’s not us.
One day we’d like to do it from a (not to hot) beach in the South of France or from the stunning Lago Maggiore – but until then we’ll do our website company stuff from Scotland.
