JWPM logo

Win the online battle.

Digital Marketing

Generate sales enquiry AND improve your sales conversion.
Business-to-business marketing is what we do.

You’ve heard the saying “where’s the best place to hide a dead body?”
On the second page of Google.

In case you need this to be explained. If you don’t appear on the first page of the search results, chances are lower that your website will be found.

So here are some expert tips on how to win the online battle.

  • Home truths about SEO

  • Google is grabbing an increasing share of advertising budgets

  • You need a killer website

  • Conversion is key

  • Don’t waste an opportunity

  • Get data and analyse it

  • Content is king

  • Do we practice what we preach?

Discuss specifics

Pick up the phone and call JWPM
on 1300 283 857

Home truths about SEO

SEO (Search Engine Optimization) is about attempting to beat Google at its own game.

What’s Google’s game? Google aims to maintain its leadership position as the best search engine on the planet. Meaning that it remains the search engine of choice for people researching information. The results that it returns for search terms are the most relevant and comprehensive. That’s why most of us use Google and not the other guy’s search engine.

Problems is, for us marketers we want our website to appear high on the list.

All of us in business are daily bombarded by offers from vendors promising “Page 1 on Google within 24 hours” and similarly lofty claims (they do this by offering paid search, not true SEO.)

The problem with SEO is that our carefully crafted copy becomes distorted as the SEO merchants play around with grammar, word stuffing and other tricks until the language is high school quality and no longer communicating what we really want to say.

All very well to have a website that supposedly ranks higher for a couple of key search terms, but too bad that the website is poorly written.

Worse, Google continually adjusts its algorithms to defeat SEO techniques. Google doesn’t want gamers scamming the system; it wants high quality search results. In fact, if you fall foul of cheap and nasty SEO consultants who engage in “black hat” SEO techniques, Google will penalize you.

Worst of all, does Google really want commercial websites to appear on page 1? Why would it if that works against its other important objective – advertising revenue.

SEO is a mugs game – not everyone can be on page 1 through SEO alone.
Read further, and we’ll tell you how SEO should be done.

Google is grabbing an increasing share of advertising budgets

Look at this graph showing Google’s growth in advertising revenue…

Google's ad revenue from 2001 to 2016

Has this spending increase been driven by advertisers who think that Google advertising doesn’t work? Of course not. This spend increase has been driven by results.

Google Adwords works. It’s controllable, measurable, and with the right analytics – it can be endlessly fine-tuned.

And, if you have an e-commerce site (an online shop) you can automatically calculate ROI; how much revenue you are making from each Ad-Group, search term and advertising copy. Further with split testing techniques – you can endlessly fine tune your ads to optimize results.

For Business-to-business marketers it is an essential marketing tool. Where SEO is a black art with unpredictable results and stuffed with snake oil sales people; paid search advertising is transparent, powerful and can put you on page one every time.

“But I never click on the ads.”

Everyone says that; even before online advertising, everyone claimed that they weren’t influenced by advertising. If nobody clicks on the ads why is Google earning nearly $80 billion per annum and growing?

You need a killer website

Organic search and paid search marketing is the start of the story.

Having responded to your advertisement and clicked through to your website, what your potential buyer sees next is critical.

You have average 3 seconds to satisfy them that your website contains the information that they are after. It must appear straight away and not require them to hunt through your website looking for it before they click the back button.

This is where landing pages are critical. A landing page is a specially built page that is partnered to a paid search advertisement. In an ideal world, the headline in the advertisement matches the headline on the landing page.

Having grabbed their attention, they will do one of two things:

  • Make contact: some people are doers not readers. If the landing page looks like what they are after, they won’t waste time they’ll act and either ring you or email you straight away.

  • Read further: the rest of us like to do further research. Who is this company? Who are the people behind it? Where are they located? How long have they been in business?

Your landing pages and website must be designed to appeal to both types of potential customers. Overall, it must project a professional image.

If your “new” website is now more than 2 years old – it’s time for you to start building a new one. A lot has changed in 2 years:

  • The market place has changed

  • Your competitors have launched their new websites

  • The web technologies have changed; responsive layouts are now mandatory (websites that automatically adjust to the various screen ratios and mobile devices).

  • Potential customers are far more web savvy – they know a professional website when they see one.

Many customers will now buy from you judging your business only by your website and never visit your business premises; so don’t spend money on a new reception – build a new website.

Conversion is key

The journey from Search term to Ad Copy Landing Page Contact Page Phone call Enquiry handling through needs analysis solution development proposal writing sales closing, is called the “sales funnel”.

Conversion at each step is critical to maximising return on investment in sales and marketing.

Your ability to measure results at each step and take action to improve sales effectiveness is the difference between having a marketing rocket and a marketing guided missile. The ability to make course corrections as your target moves is what enables you to improve your hit rate.

Don’t waste an opportunity

Have you visited a website and then wherever you surf the web after that – advertisements magically appear reminding you of that company or their product that you read about? It’s called remarketing. It’s very clever. It’s part of the online marketing tool kit.

Another remarketing technique is e-mail marketing. Train your customer service people (that dedicated team of highly trained people who carefully handle each sales enquiry) to gently extract the potential customer’s email address; “Thanks for asking about the Super Widget Mark IV, we’ve got a comprehensive data sheet that I can email you.” Bingo! Add them to your email list. Once a month send out a beautifully designed short snappy highly relevant e-newsletter or specials announcement to keep them engaged and guide them to a future sale.

Don’t email any old crap; make sure it’s a good read. Great pictures, carefully crafted words, professional graphic design. It needs to be a sales master piece.

Not every sales enquiry results in an immediate sale. Remarketing automagically nurtures each sales lead to a future sale.

Get data and analyse it

In the good ‘ole days business owners and executives were fond of saying “half of my advertising is wasted; I just don’t know which half.” With online marketing that’s no longer the case.

Tools can be set-up to monitor results from search term right through to the sale.

Content is king

We said right at the beginning that we would tell you how to do SEO properly; you use “content marketing.”

Online marketing is created by three distinctly different types of people:

  • Website developers: these are nurdy people (mostly Gen Y) who talk in arcane language uttering phrases like HTML5, PHP, scripting, CSS – they build websites and make sure they work properly.

  • Content developers: these are stylish people with beards and hang out in coffee shops and ride fixies. They carefully design, write and shoot video – this stuff is called content.

  • Marketers: these are analytical smart arses who use words like target market, positioning, branding, and message delivery. They do the business oriented thinking and develop the online marketing strategy that makes the whole thing work.

These people work as a team. But the content is the most important part. This is the bit that will be absorbed by your potential customer and drive them toward the telephone and into the clutches of your sales team. It’s the way in which your company and its products or services will be convincingly represented.

Content is the expensive part and is the difference between a cheap and cheerful website and one that does the job.

And guess what? Google loves content. Relevant, informative and well-presented content is what Google wants to deliver to its search customers and its specialist team of search engine engineers spend their working lives developing algorithms to identify good quality content.

Do we practice what we preach?

Yes we do; you wouldn’t be reading this if we didn’t.

Old heads on young shoulders

What we’ve told you about (above) should provide you with some important clues about how you can improve your online marketing.

The JWPM journey began 23 years ago when the internet wasn’t really a thing. Back then we delivered business-to-business advice and delivered projects based on old school techniques.

We’ve changed with the times and invested heavily (and continue to do so) in moving to the front of online marketing for b2b.

Today we are mixture of treacherous old marketing pros combined with tech savvy online marketers. We blend the best of the old with the best of the new to provide our clients with a powerful formula for business growth.

We’re different because we take our clients on the whole sales and marketing journey from online lead generation through sales, sales pipeline management, face-to-face selling and relationship building, tenders and proposal writing, contract negotiation and through to project delivery.

Something else you should know about us – we are good at technical selling.

So, if you want to know how to win the online battle to generate sales enquiry AND improve your sales conversion then we are the consulting firm for you. Business-to-business marketing is what we do.

We offer a complete service to clients to set-up their digital presence and to drive sales enquiry from qualified leads – developing responsive websites and engaging copy that enhances the user experience; implementing search engine optimisation and targeted advertising activity to drive site visits, and utilising community platforms to support engagement with your company and brand values.

Our digital capability:

At JWPM, we have a team of skilled digital specialists and content strategists with local and international experience in website design and development, SEO, online advertising campaign development and tracking, social media, news and blog publishing.

  • Content strategy development

  • Website design and development

  • SEO (search engine optimisation)

  • Online PPC (pay-per-click) Campaign Development

  • Online Campaign Tracking

  • E-newsletter, blog

  • Social media (LinkedIn, Facebook, Twitter)

  • Creative campaign development

  • Video production

  • Technical writing

  • Photography

  • Advertising / Graphic design

Your next step

You won’t know for sure if we are the right consulting firm for you – without talking to us.
Pick up the phone and call JWPM.

1300 283 857.

(or speak directly to Justin Wearne on 0414 744 481)