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Guide through the basics of internet

marketing ByGraham McCormack, Mayfly Internet Marketing


arketing your business on the internet can be very satisfying

when you start to win new customers, but it can prove to be incredibly frustrating if it doesn’t work for you. Most people have heard of promoting their website on Google Adwords and for those who use it regularly it can become a great source of new customers. However, people are often confused

by the difference between paid listings and organic listings and not aware that this really is the tip of the iceberg. Here is a guide to help you through the basics.

Pay per click. These are adverts that you can set up and pay for only when people click on them. Google AdWords is the most well-known system, but there are also Facebook adverts amongst others. Pros: Only pay for your clicks, customer targeted, can result in you receiving visitors quickly. Cons: Low click through rate, expensive, limited advertising space.

Organic listings. These are the results offered by search engines such as Google and Bing in the main portion of your screen. It is possible to achieve high positions in these results yourself, but it is often better to get an SEO (search engine optimisation) company to do it for you. Pros: Higher click-through rate, better return on your investment, attract more customers through your pages and blog posts than PPC for search terms you may not have thought of. Cons: Slower results and can be very competitive.

Social marketing. If your business offers a service or product which lends itself to being shared by groups on Facebook or Twitter (for example), this can be a great source of customers. Pros: Directly interface with your customers, what you share on these sites can be shared amongst groups very quickly resulting in more customers and a

stronger brand. Cons: Not every industry lends itself easily to social marketing, can backfire if you don’t monitor your customer feedback and act on it quickly.

Networking sites. Sites such as LinkedIn and Meetup. They can be great for business-to-business marketing. Pros: Market specific groups, easy to use, quickly build up a portfolio of contacts. Cons: Works better for B2B marketing, easily spammed, can be competitive.

Market related forums. Sites that attract your target audience and allow them to discuss related topics. If you take part and offer value, you can win trust, authority and new customers in addition to making some great industry contacts. Pros: You can build up authority within an industry, create new contacts, get feedback from consumers, keep on top of related and new topics and identify opportunities. Cons: Can be difficult to break into certain groups, could be seen as a spammer/marketer, slow burner.

Business directories. Online directories similar to Yellow Pages. Often targeted at your particular market and can drive people to your business as they search for your service or product. Pros: Can lead targeted customers to your site. Cons: Some can be expensive, some don’t get many visitors so stick to the larger ones, such as

There are lots of areas you can target online in order to try and win new business and this guide only scratches the surface. Some methods will result in quick wins and others will build your authority and brand and help your business thrive for years to come.

The best approach is to build a short, medium and long term strategy to achieve maximum results.


Acquisition plan to lead to flotation

Franchise Brands backed by two wealthy investors, Stephen Hemsley and Nigel Wray, is looking for franchise systems to add to its portfolio and subsequently to publicly float on the AIM market. Both were involved with Domino’s Pizza in the UK – Hemsley as chief executive and now chairman, and Wray as a leading investor. They

formed Franchise

● Julia Choudhury

Brands in 2008 by purchasing ChipsAway International, the repairer of motorists’chips

and scuffs, and Ovenclean that now have a combined total of 400 franchisees in 12 countries. The group has appointed Julia

Choudhury, who joined as a director and shareholder at the outset, as corporate development director to identify

acquisitions. Commenting

on the group’s plans,

● Stephen Hemsley

Choudhury said she would be looking for systems that

could benefit from the group’s capital and expertise, and would be particularly interested in businesses in the service sector.

Hemsley said: “Our strategy is to

expand through the acquisition of systems that could benefit from the central services of Franchise Brands, thus allowing our franchise partners to focus on expanding their own business. “Our ideal investment opportunity

would be a system which has successfully established itself and has significant potential to grow its network.”

FW December/January 2015 41

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