Attracting customers – 6 marketing channels to help drive web traffic

marketing horn for attracting attention

Attracting customers – 6 marketing channels to help drive web traffic

You’d be forgiven for thinking that selling online is a different kettle of fish. Truth is, although it may be a different kettle, the fish are pretty much the same.

We’ve been exploring how getting the most out of selling online shares an awful lot of practices and philosophies with good old fashioned bricks and mortar commerce. Up ’til now, we’ve discussed:

Part 1

• Merchandising your online store

A guide that explains the similarities between a good retail display and showcasing your swag online.

Part 2

• Building credibility and establishing trust online

There are lots of indicators in the real world in regards to trust. This article explains what we can do to send out the same reassuring signals online.

Part 3

• Focusing on user experience to increase customers and conversions

User experience originates from the real world around us but here are 5 website specific UI/UX tips to help you get some quick wins on the board.


All of the above are incredibly important areas to consider when setting out your online stall. But the fact remains, however convincing your website is… however wonderful your web shop is… it will be a fantastical flop – if no one knows about it.

Part 4 (That’s this one)

Attracting customers

A beautiful shop means little if there isn’t the footfall. And even then, a store needs enticing reasons to bring people off the street and through the doors.
A website is no different. But rather than targeting passers by, we’re looking for destination shoppers.
Driving customers to your site falls into two broad categories, online and offline marketing. Targeted promotion of your products, services or website via online marketing can bring fantastic results.
But just like the high street shops and out of town superstores, your promotional efforts should include a mix of many different activities, both online and offline to get the most ‘bang for your buck’.  Even giant superstores like Tesco need to mix up their activity to maximise overall return. But you don’t need a supermarket budget, just a keen eye on who you’re customer really is, and a little creativity.
Let’s look at some ways you can start promoting.
dials to indicate optimisation seo ppc cro

Optimise (SEO)

Everybody wants to be number one on Google. The reality is, it requires a large ongoing budget and significant resource.

Laying the foundations for a search engine friendly site should be your starting point if you’re serious about the future rankings of your website. Search Engine Optimisation (SEO) is complex and ever changing. Put very simply, it’s about relevance and authority.

Relevance, or on-page SEO, is all about whether search engines can find information on your site that is relevant to the user’s search term. Authority, or off-page SEO, is how much search engines trust your website and determines where you rank.

The rules for both are varied and complex. They change regularly according to the search engine and its algorithms. You can start by making your site relevant to what your audience is searching for.

  • Optimise your site’s content in a structured way.
  • Help search engines identify the relevance of your pages.
  • Identify keywords based on search volume.
  • Balance keyword targeting with usability and user experience.

Talk to us about how you can make your site more relevant.

cars for driving traffic to website

Paid search (PPC)

The adverts you see at the top of Google search results are paid-for adverts. They are a way of driving traffic to your website instantly.

Increasingly for transactional websites and local searches, Google Adwords campaigns are used to push traffic. Google Adwords focus on specified keywords that your customers are currently looking for online. As a Google Partner, we are an approved agency that help tailor and manage these online advertising campaigns for you.

We can advise you on budget, advert content and the best approach to ensuring your business gets found by customers.

With pay-per-click advertising, you only pay when someone clicks on your advert and visits your website. How much you budget daily, weekly, or monthly is up to you.

  • Research the market’s keyword demand to learn which to target.
  • Long-tail keywords may produce less traffic but they can convert better.
  • Measure your success. By seeing which ads get clicked and which don’t, you’ll see where to invest.

Book in a for a free consultation to learn more.

responsive websites for ipad, tablet, mobile

Email marketing

The right message, to the right person, at the right time and in the right place across all devices.

An effective way to re-market to your customers is via email marketing. It’s important to send a combination of both general and focused emails as clients respond differently to both. The way it looks, what you say and a clear call to action all will impact on a campaigns’ success.

However, the starting point of any promotion, in any industry, is how well you collect and maintain your client data. If your ultimate goal is for clients to contact you then this needs to be the focus of your website journey. Collecting data in the right way is as important as receiving the enquiry itself. This information allows you to re-market to your clients in a targeted way.

We are experts in designing e-shots for maximum impact and then reporting back on their effectiveness.

  • Offer something of perceived value, like vouchers or ebooks, in exchange for email.
  • Email marketing is something that should be done regularly.
  • Use with other forms of online and offline marketing to maximise return.
  • Use campaign specific landing pages on your website to test their effectiveness.

Book in a for a free consultation to learn more.

blog website maintenance, design and content marketing

Blog

Another popular hotspot for visitors are blogs or latest news sections.

Google likes fresh, new, relevant content, but so do real people! Sure, a lively blog will help your search engine rankings but it will also indicate that you’re open, active and on top of your game.

Blogs are great for attracting new visitors and increasing email subscriptions, helping to build that database of potential suitors.

Frequent updates will encourage users to come back for more, it can help position you as an expert in your field, and it will create the confidence that leads to web enquiries.

  • Keep blog posts going out at consistent, regular intervals, so visitors can know when to expect new content.
  • Do or do not – there is no try. A blog feature on your website, with no news in the last 6 months looks terrible and could actually be detrimental compared to none at all.
  • Give before asking to receive. It’s ok to use a blog post to promote your products and services. But don’t always be selling. Provide plenty of valuable, useful content, for free.

Speak to us about our monthly concierge services that can publish fresh regular ongoing content onto your blog, and keep everything up to date.

paper aeroplanes to show direct mail print marketing

Print and direct mail

With the emergence of different online media for promoting your business, offline marketing still offers some of the best return on your investment.

Mail shots, handouts and magazine inserts are just some of the ways offline marketing can get in front of your customers. We offer a varied range of printed products meaning that we have something for everyone. We can help plan, design and print your campaign.

Your online marketing will not be as effective if it is not backed up by offline marketing.

At the end of a client meeting, a networking event or a presentation, you can’t leave your website behind. You need to leave a lasting positive impression using tactile printed collateral such as business cards, leaflets, hand-outs, company brochures and folders.

We have lots of ideas and experience on how to use print to promote your business and drive traffic to your website. Let’s talk.

coffee social

Engage with social media

To win in web, you have to be there whenever your consumer needs you, to listen to the things they like and to react to the things they don’t.

It’s all about the ‘micro-moments’. Potential customers will need to engage with your business across lots of different channels and devices before taking the next step. You need to be ready to connect with them in whatever medium they want to communicate.

Engaging can build lifelong customers. So what are the routes to engagement for your business?

Being present on social media channels is the first step. Facebook helps you show off the good things you do, Twitter helps you listen to your target demographic, answer questions and join relevant conversations.

  • Start building brand advocates with likeable and shareable content.
  • Pick up the phone and talk to your clients or engage with them at networking events.
  • Regularly write and publish blog articles.

Everything we do is about helping you to engage. For more information on social media management, arrange an appointment.

Be a great big brand strawberry

What you NEED TO KNOW about BRANDING to help your business GET PICKED


Be a great big brand strawberry

Why are strawberries red? And what the pip has that got to do with marketing? Bear with…

Birds know that red berries are the ripest and tastiest. Strawberries have evolved to advertise their tastiness by changing colour to an intense red. What’s in it for them? Birds eat the fruit, can’t digest the seeds and scatter them around the area.

This made us think. We’re all in business to attract attention and get picked. Right? The trick is making sure it’s us that customers want to pick.

And that’s where branding comes in.

This is not the time to be shy

Your logo is a visual shortcut which reminds people who you are.

There’s a famous study which shows the more someone sees a picture or name, the more likely they are to pick it. Familiarity leads to trust. And subconsciously, when faced with a choice, we choose the more familiar name. It’s automatic.

That’s how branding works.

It’s not that the Mona Lisa is the best picture in the world.
It’s just that we’ve seen it the most times. It’s familiar.

And this logic applies to your brand.

branding strawberry
advertising, logo, branding, times square

Rebrand it and they will freak

Every so often the press reports some company rebranding costing eleventy bazillion quids. And the crowd goes crazy. ‘What a waste of money’ they squeal.

We design corporate identities for businesses like yours every week. For a lot less than eleventy bazillion quids.

But let’s think about your logo for a moment.

How many times will it be seen?

The magic £0.0001 per view

You should be proud of your logo. And liberally plaster it everywhere.

You’ll definitely use it on your website, your business cards and your stationery. You’ll use it on your brochures, folders and price lists.

You might even use it on billboards, signage, vehicles or uniforms.

Over its life, how many times will it be seen? How many people drive past your premises each hour? How many visit your website each day? How many punters do you serve each week? How many mailers do you post each month?

Your logo could be seen MILLIONS of times each year.

It’s sooo much more than a logo

Some people think a “brand” is just a logo.

Got a logo? That’s my branding done. Tick. That was easy!

But it’s much more than that. Your brand is how customers describe you to their friends. It’s the way you answer your phone. The way your website reads. The language in that handwritten sign in your reception. How your team react when a customer walks into your place.

It’s how you make them feel.

Customers are just the start

You might be hiring staff right now, or have plans to in the future.

Your brand matters here too.

The marketplace for talent is competitive.

Applicants will be deciding whether they fit into your tribe. Whether your brand matches their beliefs. To attract and retain the best talent, your brand story is important.

Before you get to pick them, they’re choosing whether to pick you.

Mystery shopping yourself

Sometimes it takes a fresh pair of eyes to look at your business in a new way. To look at it like a customer does.

But that’s hard for us to do ourselves. Our automatic, or ‘system 1’ mind, blanks out details we see every day. We become blind to the way our business looks. That’s our brain’s way of protecting us from information overload. But it’s dangerous.

You could ask a friend to review their experience, as if they were a client. But an alternative technique is to take photographs of the journey a customer would take and print them out. You’ll be surprised at the results and the insights you get from looking at your business through a lens. The same applies to your website. Print out the flow.

Reboot, refresh, repeat

Your mystery shopping exercise might reveal some things that need attention. Your website review might show some things that are unclear or confusing.

Not everything goes to plan. Things evolve. You keep meaning to do that new thing. Then life happens. Things get in the way of our best intentions.

Branding is our business. We’d like to be involved from the start of your refresh. We can be a second pair of eyes. We can be your mystery shopper. Ask us to experience your business as a customer and let’s start building the next chapter of your brand story.

Perception is part of your brand

People make a judgement about the quality of your business, based on the feel of your brand. Everything. The overall experience.

If your website is out-of-date, if your brochures are skimpy, if your marketing looks amateur then customers will subconsciously judge you.

Now’s the time to supercharge your refresh with elegant leafletsbrochures or a new catalogue. It’s never been more affordable. Register for prices.

Make yourself look irresistible. Get picked.

get picked branding booklet cover image

Digiprint, your best local green printers

Printing has been around for many years, and it hasn’t been known for its greener shade, however at Digiprint, we believe the way we treat the environment impacts directly on the way we live and work, and we are committed to making a difference by taking matters into our own hands.

At Digiprint, we aim to be as environmentally friendly as possible, giving you the best bespoke solution for your specific requirements and at the same time reducing our carbon footprint. One way we do this is through our programme for change, Go Green Printing. We are passionate about the environment and can put it into practice by operating in an environmentally friendly way. Through a combination of investment in greener technology, Eco links, and recycled or forestry managed papers, waste management, and clever sourcing, we can offer you a truthfully green printing service.

Our paper is sourced from Forest Stewardship Council certified suppliers and manufactured using environmentally sustainable procedures, and our waste paper and used rags are all recycled. We also recycle any liquid waste we produce. Our lithographic printer inks are entirely vegetable based and our digital presses use dry toner based inks and are naturally green. By taking these necessary measures, we ensure that every aspect of our business is geared toward environmental sustainability. So, whatever you purchase from us, you can be safe in the knowledge that you’ll receive the greenest and most ethical print products available.

However, it’s not all big changes that can make a difference. We pride ourselves on making small changes, such as introducing low energy LED lighting in our studios. Just something as small as this can vastly impact our environment.

So, if you are as committed as us in reducing your carbon footprint and seeing a greener world, make a difference and choose your best local green printers today. For more information, contact our dedicated team of professionals.

Digiprint – green printers – naturally.

find out more: Green and Ethical 

31 DAYS OF SIGNAGE – DAY 26 Routed Acrylic lettering

Routed Acrylic lettering and logos are fantastic for giving depth and impact to your shop signs, wall displays, exhibitions, entrances and receptions.

We regularly produce precision cut routed lettering for all types of business to give them an image that literally stands out!

Digisigns produce high quality Acrylic Letters, Acrylic Numbers and Acrylic Shapes for various industries including Signage, Point Of Sale, Retail, Schools, For The Home and many other industries.

We have a large selection of colours and effects in Acrylic Sheet which enables us to offer our customers cost effective prices for their projects and requirements.

There is no minimum order so you can order a one off piece or you can order hundreds of pieces. All our Acrylic Shapes And Letters are produced within a couple of days usually and have the option for wall fixing standoffs and templates as additional services.
We have an expert in house design team who work daily with our clients to come up with ideas, designs and ways to ensure our customers vision becomes reality and all at a competitive price.

 

31 DAYS OF SIGNAGE – DAY 25 LED Light Boxes

Light boxes are perfect for displaying your sales and offers in-store or to highlight products, services or images with bright eye-catching designs.

We us light boxes in our window for displays and to promote during the evening with stand out backlit images. They really do work when dark compared to unlit posters or displays plus they can help with visibility in darker corridors or shops increasing attention by over 50%.

We deal with the UK’s best light box manufacturer.

 

We offer 3 basic models of changeable graphic LED Light Box:

20mm This is our cutting edge model. Featuring an “easy change” clear PVC cover held to in place with mag tape to both vertical edges. The extreme low depth is achieved via our 10mm Technic LED Light Panel forming the core of the light box. A 15mm black border laminated to the reverse of the PVC prevents hot spots appearing on the image creating a frameless effect.

60mm Our most popular model, the 60mm slim light box is powered by backlighting for a real punch of clean white light to images. With the face and returns bonded from 5mm acrylic, the finishing quality and durability of this product is impressive.

120mm This delivers similar even and long lasting LED illumination as the other models for a fraction of the cost.

We also have a new range of fabric faced light box frames:

Our Ultra slim fabric faced light boxes are available from only 27mm in depth and range in size up to an impressive 3m in height and 50m in length, all with edge to edge even illumination.

The graphic is printed onto a stretch fabric and secured in posistion by a silicone strips ideal for quick and easy replacement. This is illuminated by an LED Light Panel, LED Matrix Panel or Flourescent tubes.

This is ideal for retail environments where high impact, easy to change, cost effective graphics are of major importance.

Freestanding, wall mounted, hanging, double sided, framed, curved and custom builds are all available.

31 DAYS OF SIGNAGE – DAY 24 Snap Frames

Snap Frames are a great cost effective way to display posters, information, offers and promotions throughout your workplace.

We keep several sizes in stock and all based on the “A” paper sizes. Our Snap frames are made with quality materials and can be fixed to walls with screws or for smaller frames sticky fixers or double sided tape can be used.

Each frame comes with a crystal textured antiglare pvc cover sheet to protect your prints and you can view our full range of basic and premium frames here digiprintgroup.com

Get 15% off In May

31 DAYS OF SIGNAGE – DAY 23 Plate & Post Signs

Plate & post basically means a round or square formed aluminium or steel post concreted into the ground with printed graphics or vinyl lettering applied to a cut to shape plate fixed to the posts with clips. General roadside signposts are made this way.

The plate & post equipment we use is produced by one of the countries leading manufacturers and designers of trade highways signage and conforms with all safety regulations.

We bespoke design your plate and apply custom graphics to the face. The plate is then fixed to the posts using special clip rails and band straps or bespoke fixing, clips and runners to give a strong, durable and weatherproof solution.

Our customers use the plate & post signs as directional signage, information boards, industrial estate entrances, sales and marketing panels and many other uses. There are a wide range to choose from and our signage design team can advise and produce examples so that you visually get an impression of the finished item.

There is currently 10% off in May and we will produce a visual proof for free.

31 DAYS OF SIGNAGE – DAY 22 Shop Fascias

Shop Fascias are a business essential and not something to scrimp on or cut corners. We work with the best materials, boards, vinyls and plastics to provide a complete solution from design to installation.

Our shop fascias are your window to the world and a professional looking image and clear visibility will always give your customers confidence to engage with you.

digisigns offer a full package sign and fascia service to shops, commercial businesses and private individuals. We use a wide range of products and have innovative ideas to get you noticed.

From simple applied vinyl graphics to your fascia board up to aluminium sign trays with routed lettering and illuminated graphics, there is a solution for everyone.

31 DAYS OF SIGNAGE – DAY 21 Window Stickers

Window stickers are great to bring a shop frontage to life and advertise any special offers, new products, promotions or create seasonal changes.

We work with 100’s of offices, shops and businesses to help them create eyecatching and personal window displays including many national and regional chains that need bespoke scaled to fit solutions for different properties.

Printed to either low-tac vinyl, standard, coloured or clear vinyl plus special one way vision vinyl we have a complete solution for your display by using window stickers.

Our process can be whole sheets of printed graphics applied to the glass, individually cut lettering, logos or graphics, and print and cut stickers. Frosted vinyl is also available and can be printed to give some stunning effects along with tinted glass translucent coloured vinyls.

31 DAYS OF SIGNAGE – DAY 20 Banners

Banners are a great cost effective way to communicate your message to a wide audience where size and scale are required. We print banners in-house on our eco-friendly Latex printers and they can be seam sealed and eyeletted for hanging safely and securely.

Banners can be produced in any bespoke size up to a maximum width of 1500mm and up to 10m long in one piece.

Scrim banner is tough, durable and above all, long lasting. digisigns can print your banners quickly and cost effectively in-house. We use the latest high quality machines to print vibrant colours that are fade resistant and scrim reinforced heavyweight material for a quality banner. Beware of cheap online only options, they can often not be what you expected!

Get our most popular 3x1m banner for just £87 reduced from £114