When pet businesses first contact us for help with digital marketing a new product or business, they often just need advice about where to start – what order to do everything in. It’s not possible to do everything at once and there seem to be so many options that working out the best way forward isn’t easy.
That’s where we come in! We’ve helped many small pet businesses now and we know what works, what doesn’t work and in what order things need to be carried out.
The following will give you a brief overview of the key digital marketing channels or components needed to set up a good, successful business.
Look over website, tidy up pages, make recommendations and implement, ensure that we have good landing pages and write blog posts if required. E.g. We may need a blog post that highlights the benefits of your product to one target audience then write a post that helps another target audience solve a problem using your products or services. If we are spending money on bringing people to your website we need to ensure that the website will tempt them to buy when they get there.
Carry out keyword research and work on SEO (search engine optimisation) for the website, ensuring that you are coming up in the search engines for key phrases in your local area.
2. Set up Google Ads using keyword research.
To reach people who already have an intent to buy. This audience is looking for your product (otherwise they wouldn’t have entered it into Google). We need to ensure that if we are using pay per click advertising to pay to get them to the website, once they arrive, they will choose to buy, which is why it’s important to do the work on the website first.
The way ads work is that the page that the ads link to needs to be highly relevant to the ad itself, so if the ad talks about, for example, gundogs, we need to ensure that the page we send people to is about gundogs. This will ensure that Google displays the ad more frequently and also that it will charge us less per click.
3. Start using Facebook Ads.
Once Google ads are set up to capture the audience most likely to buy, we need to start building up the need for your product or service in an audience that aren’t searching for them. The best way to do this is by using Facebook/Instagram ads. These ads pop up in front of people that aren’t searching for them, so we need to:
a) Create awareness
b) Build a need
c) Provide all the information required for the user to make a decision to buy
d) Push for a conversion (often by using offers or promotions)
With each audience we will work through these stages.
4. SEO (ongoing)
If there are any months when we aren’t running any specific campaigns, it’s wise to focus on search engine optimisation to continue to optimise the site for searches through Google. Over the long term, this will ensure that people will find your site “organically”, without you having to pay for advertising and is the most effective long-term strategy.
The best way to carry out SEO is to research the best search terms that people are using to find your products, then write content that will give them the information they need.
In order to fully optimise a website, each individual page on the website will need:
a) One key phrase that it will focus on
b) The key phrase in the title, copy, subtitles, the alt tag of any images.
c) The key phrase in the URL and in the meta description.
d) At least 300 words.
e) At least one image (with alt tag the same as the key phrase).
f) The page must contain links to other relevant pages within the site and will also benefit from external links to other sites.
5. Link Building
The website will also benefit from as many links from other relevant websites as possible. This is difficult to do and something that will hopefully happen naturally as we start to increase useful, interesting and relevant content on the site. If you do get the opportunity to achieve links from very high ranking websites such as the BBC, universities, any of the national newspapers, then take the opportunity. These are really good for SEO. The higher quality sites that Google sees are linking to you, the higher quality it assumes the content of your site contains and will rank you higher than other websites.
Other Promotional Channels
There may be other opportunities that work for some businesses on top of those listed here, such as print advertising, using brand ambassadors, influencer or affiliate marketing, and so on, so this list isn’t exhaustive. However, if you have a new product or business and a limited budget, get the above in place first, then we can move on to looking at other options.