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How best to spend £150k on digital marketing

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Subject:  How best to spend £150k on digital marketing
Author:   danielb:   view profile | all posts by this author | add to favourites
Date:   00:21:37 11 April 2008
Rating:  
  (2.5 point avg. from 2 votes)  
 
hi, Sonu, how are you?

I have exciting news! You don't have to figure it all out before you've begun.

Test PPC

PPC is the easiest of your three options to test & gives you info that will help you with the other two:
  • Spend a couple of hundred sending traffic from AdWords to one of your shirt pages.
  • Make sure the ad is relevant, the keywords are tightly targeted, the landing page is straightforward.
  • See how it converts.
That will tell you whether you could meet your targets through CPC alone.

Volume

It will also give you a vague idea of the volume of searches for the keywords you pick, and whether they're worth targetting in natural (ie. if 'shirts' gets 1,000 impressions a day & your ad is on page 1 - that tells you whether it's worth aiming for position 1 in natural for 'shirts').

Conversion Rate

It'll also tell you how well one of your shirt pages converts (ie. roughly how much traffic you need & - therefore - how much you'd need to get through SEO/natural/affilate/whatever to meet your targets)

Cost Per Acquired Customer

Finally it will give you a cost-per-acquisition to work from. Spent £50 to make £100? Then a 10% affiliate program is probably a better option! Spend £1 to make £100? Then you might be wiser maximising your CPC spend before you go & give away 10% to affiliates.

Retention

One thing you don't mention is anything to retain & grow customers. Make sure you grab an email address & continue to speak to your previous customers. If you've spent £10 getting someone to buy from you, you've spent £10 finding out that they're in the market for your type of shirts & they're happy to buy from you. Don't waste that by ignoring them!

 

I hope some of that's useful,

daniel


On 15:31:07 10 April 2008 sonu wrote:

 

I am a small, traditional shirt producer -selling Saville Row quality shirts. I have a budget of £150k tospend on Internet marketing. I personally feel Search; both PPC and SEO and Affiliate would be the most apporpriate tools to use.

Please could you advise on what you think is best and how I could spend the money; which proportions on each tool.

Sonu

 

 
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  • How best to spend £150k on digital marketing, sonu, 10 Apr 15:31
    I am a small, traditional shirt producer -selling Saville Row quality shirts. I have a budget of £150k tospend on Internet marketing. I personally feel Search; both PPC and SEO and ...
    • How best to spend £150k on digital marketing, DenisK, 10 Apr 22:52
      Generally speaking it very much depends on the timescales you're looking at as well as your marketing strategy and business objectives.  If you want I'd be happy to talk to you and ...
    • How best to spend £150k on digital marketing, danielb, 11 Apr 00:21
      hi, Sonu, how are you? I have exciting news! You don't have to figure it all out before you've begun. Test PPC PPC is the easiest of your three options to test & gives you ...
    • How best to spend £150k on digital marketing, MaxWorton, 11 Apr 07:26
      Sonu, You are going to have to sell a lot of shirts to get your money back. I would try starting with a PPC campaign and employ an experienced internet marketing firm to advise ...
    • How best to spend £150k on digital marketing, startasanaffiliate, 11 Apr 09:07
      I would agree with you on your choice of tools - bear in mind that while PPC will give you a 'quick fix', SEO and affiliates will be a longer burn but ultimately will probably prov ...
    • Before you spend any money on digital marketing, Karl_Smith, 11 Apr 20:57
      Before you spend any money on digital marketing you need to analyse your current website through analytics, user demographics, usability etc. You should do this to be certain th ...
      • Before you spend any money on digital marketing, Digizest, 12 Apr 19:39
        i agree with most of these comments. understand your market, product, website look and feel. you can add Google Analytics for free to understand the analytics performance of your s ...
      • Before you spend any money on digital marketing, KieraDoherty, 16 Apr 14:43
        I agree most with this content, it's all very well spending £150k on getting people to your site, but if you're site isn't ready for a large volume of traffic, isn't easy to naviga ...
    • How best to spend £150k on digital marketing, Optinlists, 2 May 19:33
      On 15:31:07 10 April 2008 sonu wrote: I am a small, traditional shirt producer -selling Saville Row quality shirts. I have a budget of £150k tospend on Internet marketing. I pe ...
      • How best to spend £150k on digital marketing, jji, 6 May 09:18
        PPC advertising on search will get you the quickest return but it doesn't build for the future. So it's a good quick fix, but it all really still really depends on the state of you ...
    • How best to spend £150k on digital marketing, Optinlists, 2 May 19:45
      Hi Sonu, Hope all is well. I would recommend e-mail marketing as you know this approach is proven to be more cost effective and will also give a great ROI. Please let me k ...
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