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Contact South West Web Marketing South West Web Marketing Top 10 Online Tips

1. Be Consistent
Brand recognition, reputation (and ultimately new customers) comes through repetition and association. It doesn’t matter if you are selling “The Ultimate Driving Machine” or “Finger Lickin’ Good” chicken. Placing the odd ill-conceived last-minute press advert or a poorly constructed direct mail letter will not help your business! Developing a strategic marketing plan will ensure you leap-frog your competitors and create real growth.

2. Develop your Unique Selling Propositions
Every business needs Unique Selling Propositions (USP’s). If you can’t decide what sets your business apart from your competitors then why should any customers buy from you? USP’s can take many forms – products, service levels, support package, ordering or delivery process, in fact anything that distinguishes your business from your competitors.

3. Create an impact!
It doesn’t matter how great your product or service is, unless your message (the creative design, headlines and copywriting) really catches the attention of your customer you are wasting your time (and money).

Create a theme that is consistent and recognisable. The most memorable promotions are those that capture the imagination – Marks & Spencer is a good recent example of this (“this isn’t just food, this is M & S food”) and Guinness built a global brand through it.

4. Public Relations
Third-party credibility is a powerful way to establish your business, and PR is the ideal way to achieve this. Regular, interesting stories will reinforce your brand image and awareness in a way advertising or direct mail cannot.

A steady stream of press releases, articles and features, and opinion pieces will catapult your reputation. Consider using both printed matter and online channels. If you don’t have the time to build on-going relationships with the journalists and editors or don’t have the time or resources to produce good PR stories each month, it is worth investing in an experienced PR agency.

5. Advertising
As well as attracting potential new customers, advertising gives confidence to your existing customers and lets your competitors know you mean business. But the occasional ad-hoc, poorly designed advert is not the answer and won’t produce results – think about your sales message, invest in good creative/design, and commit to a 3, 6 or 12 month campaign to create repetition and credibility. Press advertising is great but also look for opportunities online – take time to find online news sites that are relevant to your business and place a well-designed advert or online banner.

6. Direct Mail
There is no more powerful tool for generating enquiries than direct mail. However, like advertising, direct mail works best through repetition and enquiries can often filter through weeks after the mailing has arrived. Effective direct mail can produce a very high response rate – the key is using quality, customer-specific data, high impact design/creative, and personalisation (avoid stuck-on mailing labels as this can be the kiss of death to direct mail).

Of course mail-merging and printing thousands of sales letters, designing leaflets/flyers and stuffing envelopes can be a tedious and time consuming job, but you can always outsource your direct mail to a database/direct marketing company who specialise in the Window Industry.

7. Email Marketing and Newsletters Email and Newsletters
Email Marketing is a low-cost way of making instant contact with prospects or existing customers. But with 150 billion spam emails sent every day, you need to think carefully about your email strategy. Spam filters, junk folders and the sheer volume of emails we receive means your email campaign can easily get overlooked.

With email you only have a spilt second to generate interest so you need to make sure your message is short, sharp and high-impact. And remember, email data degrades at 5% to 10% per month, so it’s vital you keep your email list up-to-date.

8. Website Web Design
It cannot be emphasised enough how important your website is and how essential it is to keep it updated regularly. This “shop window” is how you will be judged by potential customers and its so easy to loose potential customers because of a poor website – and you will never know about those potential customers! When was the last time you looked at your website – from a potential customers’ point of view?

9. Databases
Always use a database to record, manage and update prospects and customers. Just because a prospect says “no” today, doesn’t mean they will say no in six months. So record their details and stay in touch with them. New technology means sales and marketing people can easily manage databases from home or office with little or no I.T or database experience.

10. Social Media and Social Listening Social Media and Social Listening
More and more businesses are using social media to get in front of their target audience and the window industry is no exception. Unlike traditional marketing, social media is a two-way conversation between you and your customers, meaning you shouldn’t treat your social media accounts as a way to bombard your followers with countless adverts and plugs about your business. Engage with people. Get involved and connect with your customers. It will make you appear open, transparent and friendly.

For more information or to chat about your online presence, contact Shaun on 07957 214474 or email enquiry@southwestwebmarketing.co.uk

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