The objective of online marketing is to help companies improve their web visibility from the perspective of search, brand and PR using a range of “best practice” online techniques appropriate to the specific needs of each client.

Savvy is able to remove much of the frustration and fear associated with an organisations often limited knowledge of things ‘online” or “web based”, and in many cases their increasing commercial and operational dependency on the Internet for the growth and success of their business. In doing so, Savvy enables clients gain maximum ‘business benefit’ from their investment in their website and marketing spend.

Online marketing or Search Engine Marketing (SEM) as its also known is represented by range of tactics that increases the visibility of a website or brand within search engines. This will generally involve Search Engine Optimisation (SEO), Organic Search Marketing and Pay per Click (all described below). However, Blog Marketing, Social Media Optimisation, Online PR (e-pr) and Viral Marketing can all have an effect on how your website appears in search engines.

Search Engine Optimisation (SEO)
This is a process of analysing a website to outline any issues that would cause a search engine to neglect your site in search engine results. This could be problems with the standard of website build, the way the website is structured, or the content. Following analysis, recommendations are made to rectify any problems or develop content.

Organic Search Marketing
Organic search marketing is the process of gradually improving search rankings – i.e. if someone typed “Marketing Communications Strategy in Manchester” into Google or Yahoo, we would hope to come high up on the first page. Searchers are 6 to 8 times more likely to click on a high ranking organic or natural search result than they are to click on a Pay per Click advert.

Pay per Click (PPC)
This is where you pay to be listed in search engine results under “sponsored listing”. Pay per Click campaigns can be set up relatively quickly, and work well in conjunction with Organic Search Marketing to increase your coverage for key phrases. This method of advertising can be targeted very specifically to your desired audience based on location.

Social Media Optimisation (SMO)
This is publicising your website or business using community based websites or bookmarking sites, such as Facebook or Digg. The spread of social media is dependent on personal recommendation, so seeding news into this arena has to be done carefully. It’s important to choose the right platform, because what works for one business model won’t work for another.

Blog marketing
Business blogging can help build a relationship with your audience and increase your online profile. You can demonstrate openness, show expertise in your field and gain feedback from users of your product or service.

Online PR (e-pr)
Press releases and articles can now be distributed rapidly online using news wires, bloggers and online newspapers – in turn maximising the impact, OTS and ROI of any traditional PR campaign. Much of the original principles and approaches used in traditional PR still apply.

(Training and coaching in online PR is available to any traditional PR agency wishing to add online PR to their service offering. Please contact us for further information)

Viral marketing
Viral marketing provides the ability to develop a buzz about a story, application, game or website that grows exponentially outside the direct efforts of the brand. As with social media optimisation, the spread of the original message is in the hands of users who decide whether it would be appreciated by friends or colleagues.

Email marketing
There are various approaches to email marketing, it can be easy to set up a campaign, but it’s very easy to set it up wrong. Email newsletters are often filtered into junk mail, and there are rules that you can follow to help avoid that happening to your emails. It’s important to make 100% sure the recipient wants your email updates, ensuring content is well written, interesting and relevant.

To discuss our Online Marketing or e-PR services in more detail or to arrange a no obligation face-to-face meeting, please contact us on 0161 737 3107, or via our email enquiry form.

“Savvy’s approach to the marketing process allows us to provide tailored cost-effective solutions aligned to a client’s specific marketing needs”

Simon Wharton