Purepages uses the web to

• Expand our clients markets and market share
• Enhance their brand
• Increase sales
• Develop customer loyalty.
• Communicate simple or complex messages

In doing so we aim to maximise the amount of relevant traffic and motivate the visitors to come back time and again. To operationalise our client’s Internet marketing objectives, we utilise three main mechanisms:

Search Engine Marketing: SEO and PPC

SEO or Search Engine Optimisation is, if designed properly, is the primary tool for maximising exposure of the company’s website. It means that your chosen URL appears organically, at worst on Page Two of Google, and better still, on Page One when a specific search term is used. For example, when the search term ‘accident solicitors bolton’ is input into Google, www.fordlegal.co.uk comes at the #1 position. Ford Legal, a major North West UK personal injury (PI) firm of solicitors, is a Purepages SEO client. ‘Used Audi’ is a very popular search term which Purepages have successfully used SEO techniques to grow sales at www.usedaudi.co.uk, a major website of www.stokeaudi.co.uk, part of the Swansway Motor Group

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PPC or Pay Per Click is usually carried out on Google, the UK’s major search engine. Purepages are an accredited Google Adwords professional company and have had many successful campaigns on behalf of clients. High value keywords such as ‘used audi’ have a relatively large price attached to them, say £2.50 per click through, whereas ‘garden spade’ will be more like 10p per click through. Prices reflect the value of the product, the product margin or profit for the client company, and the frequency of use of that search term.
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Email Marketing
Normally email marketing is about producing creative and relevant adverts in HTML and Javascript which are then distributed using specialist software to a relevant database. Some company’s business development teams send out plain text emails to other companies or consumers, but these tend to have little or no impact. Adverts, and now ones with some animation, are where growth and ROI are key. Purepages is getting a typical opening response rate of 12-14% on its email campaigns on behalf of clients. Example link. This is around 10 times a typical printed matter flyer or newspaper advert
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Social Media Marketing
For most companies using SMM techniques, Facebook and Twitter are currently the prime vehicles, mainly because other SM networks do not yet have the credibility within the business community. According to a global Nielson (2009) report, social networks and blogs account for one of every 11 minutes spent online and UK-based mobile web users are most likely to visit a social network using a handset. So the frequent calls we see to ban access to sites such as Facebook seems naive as employees will always find a way.

• Examples, examples
  

Other Digital Marketing Techniques

Whilst the Internet is the primary technique in Digital Marketing, other interactive processes are becoming increasingly important. They include:

• SMS (texting or text messages)
• MMS (multi- media, pictures etc)
• Banner ads on high visitor volume websites
• Digital outdoor ads

While digital marketing is effective when using one message type, it is much more successful when a marketer combines multiple channels in the message campaigns. For example, if a company is trying to promote a new product release, they could send out an email message or text campaign individually. This, if properly executed, could yield positive results. However, this same campaign could be exponentially improved if multiple message types are implemented.

Similarly, an email could be sent to a list of potential customers with a special offer for those that also include their cell phone number. A couple of days later, a follow up campaign would be sent via text message (SMS) with the special offer.

Push and pull message technologies can also be used in conjunction with each other. For example, an email campaign can include a banner ad or link to a content download. This enables a marketer to have the best of both worlds in terms of their marketing messaging.

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