Articles

How do I improve my google ranking?

Wed, 25 May 2011 21:43:00 GMT

We get asked this a lot. Search Engine Optimisation (SEO) is a field all on it's own but here are a few pointers to follow:

01. Set out your business search strings

To optimise a website the first step is to carefully select a set of keywords that will make a search string. These can’t be too generic - e.g. For a company called “aotearoa tees” trying to optimise a site for “t-shirts” is virtually impossible considering the number of sites selling or talking about t-shirts but a search string like “new zealand t-shirts” or “kiwi t-shirts” provides a better way of targetting a certain group of browsers and returning good results on the search engines.

It is a fine balance between an “optimisable search string” and selecting a string that not many would use. Just as choosing a search term that is too broad wont be effective, choosing one that is too specific limits the number of people who would use that string to find your site. Ask a number of people what they would enter when searching for your product or service - you may be surprised at what the most popular search strings would be. Google also offers some Webmaster Tools to help you establish the right keywords for your business.

Once decided set out your search strings as a top 5 and then a second 5. You will probably also have a load of extra keywords that you would want to add in. List these as well and make sure they are scattered through the site.

02. Page titles

Google and other search engines care about the Titles of the pages and the names of the pages. And these have to relate to the content of the page too.
Work one of the “top 5” search terms into the title and name of each page, with the most important search term worked into the website homepage title. Multiple pages mean multiple opportunities to work the different search terms into the various page titles. Be descriptive but not too obvious with keywords in your page titles.

03. Search Engine Friendly URLs

Make sure that the names of your pages also carry the keywords you are optimising the site for. Again using the example “aotearoa tees” a page address should be something like http://www.aotearoa-tees.co.nz/funky_kiwi_t-shirts.html. If you are using a content management system it should just mean calling the pages by descriptive titles. If your addresses are something like http://www.aotearoa-tees.co.nz/product3345.php it will not help your search engine ranking.

04. Headings, images and text

Headings: Google and other search engines give the text of each page a priority and use heading styles to determine the weighting between body copy and headings. Heading 1 styles at the top of the page Heading 2 for secondary headings etc. Concentrate on working your “second five” search phrases into the H1 (largest heading style) on the pages throughout your website.

Images: As the Search engine spiders can’t view images it is important to add image description information to each image so that it can be indexed.

Text: Read through all the pages on your site to make sure you are using your search phrases and keywords as much as possible. Be careful not to over use or duplicate content on different pages as the search engines will think you are tricking them and not rate your site very highly. Internal links to other pages within your site will also help the search engine spiders to index all the pages of your site. Make sure the text on these links is descriptive where possible: e.g. “article on seo” is better than “read more”

05. Link Building

A very important step is to have links from other relevant websites as this will greatly help your ranking. Sometimes links from finda.co.nz or yellowpages.co.nz can also help your position (although you have to pay for these listings). Link exchanges with compatable sites is also a good idea.

06. Sitemap file

A sitemap is a file that the search engines look for that lists all the pages on your website. You will need to update this sitemap file as pages are added or changed to ensure all your pages are indexed and that the sitemap matches your website. A good content management system (like the Hanson IWS) will create this file dynamically for you everyday behind the scenes.

There are a number of other tips and tricks and SEO changes over time so if you would like any additional help or advice putting a plan together we'd love to have a chat.

Why do print prices vary so much?

Wed, 23 Mar 2011 00:34:00 GMT

You have a great design, now you just need it printed. So you ring around for the obligatory three quotes only to be confused by the huge price difference and specifications that make it difficult to compare apples with apples.

The basic rule is that to be cost effective and get the right result you have to have the right printing machine for the job.

Here's the basics you need to know:

1) Digital Printing:

Digital printing has been around a while now and are much better quality than the early days. Simply put they are high quality laser printers which are cost effective to purchase/ lease and run.

Pros: Cost effective, good for short runs, faster turnaround
Cons: Not as sharp as an offset printer. Low end models have poor quality.

2) Offset Printing

Offset printing uses the physical process of metal plates, one for each colour for each sheet printed. They can range in size from a 1 colour machine to up to 10 colours printed in one run.

Pros: The best quality. Great for large print runs. The only way to print metallics and specific PMS colours.
Cons: Expensive for lower volumes, Longer delivery time.

03) Hybrid Printing

Essentially an offset machine but the plates are created on the machine, so it behaves like a digital printer.

Pros: Offset quality that can handle shorter print runs.
Cons: Not many printers have them.

Hanson Creative has access to all three types of machines and agreements in place to ensure our prices are as good (often better) than buying direct. So if you'd rather us handle the whole process for you, we'd be happy to!

The budget's tight, how do I promote more for less?

Tue, 22 Mar 2011 23:12:00 GMT

This is a question we are asked often so we have put together our top 5 tips on advertising in a recession:

1) Website: An effective website can not only act as a salesperson that works 24 hours a day to a worldwide audience, it can also save you administration time.

Think about the repetitive communication you may do, like sending clients documents and information, or answering the same questions on the phone. Much of this can be handled by a website and can be done securely if the information is sensitive.

But, make sure your website reflects professionally on your company and that it can be found easily on google!

2) Review your advertising Analyse where you are spending your advertising budget and if it is not effective move that budget to a channel that will work. We have seen that spending advertising with google or industry specific websites can give much better ROI than newspaper or magazine advertising - even for non technology based businesses.

3) Make it consistent: If all your advertising, website, stationery and signage looks the same you will have to do less advertising to make your brand memorable! Make sure you look different to others in your field and that people can identify your company from a quick glance.

Using a design company that can establish a design style across all your material is the fastest way to establish this consistent visual branding.

4) Make sure your sales documents are up to scratch For those who provide quotes or supply information or materials to potential customers before the point of sale it is important that everything the client sees is professional and appealing so to give yourselves the best chance of conversion to a sale. Quality sales material reflects well on your business.

5) Upsell / Cross-sell: Your clients and customers have a relationship with you. That makes it easier to sell additional products or services to them. This may take some creative thinking to extend your offering or may be as simple as better informing your customers about everything you can offer them.

If you would like to know more drop in for a coffee and free discussion.

Do you have a marketing budget?

Tue, 22 Mar 2011 23:10:00 GMT

Even if you are in a small business you should have money set aside for advertising and marketing. Make sure you include business cards, brochures, websites, signage, branded items, networking groups, industry membership fees etc in your budget.

Sometimes when you add all these up you can be surprised at the amount you spend before you have even looked at actual advertising. Like anything in business having a plan (with numbers attached) and working to it will give better results than "winging it".

So how much should I spend?

The answer to this depends very much on your business but as a general rule (and looking at statistics) you should budget between 6 -12% of your turnover for marketing.

This is of course for an established business, start-ups will need to invest a much higher percentage to "get off the ground" and establish a brand.

Smaller business generally need to spend a higher percentage than corporates due to the economies of scale.

So once I have an established budget where should I spend my money this year?

There have been some good studies released at the end of 2010 that show a continued shift from paper based advertising to online. With the growing mobile, tablet, PDA market coupled with wireless technology this is a smart move - from coffee shops to buses, more connectivity to the internet means more time online and therefore a better return for your marketing dollar.

A Marketing Sherpa study showed that only 10% of businesses felt that money spent on print advertising had been "very effective" compared to 50% believing money spent on their website had been "very effective". Only 7% felt money spent on their website was "not effective"

Social media has also taken off and more and more businesses are allocating budget towards it. Although slightly skeptical of the return on investment if you have a strong website and online strategy it certainly doesn't hurt to allow some time and resources to social media.

So conclude this is what we recommend:
1) Run the numbers and establish a budget.
2) Make sure you are properly branded in all your business material - consistency is key.
3) Review your website and online strategy. Once you are happy with your website consider email newsletters, social media or google adwords to drive traffic to your website.
4) Once satisfied you have the above covered explore newspaper, magazines, radio or tv that is relevant to your core market.

Email or Printed Newsletter?

Tue, 22 Mar 2011 23:09:00 GMT

For most businesses a newsletter is a good idea. We recommend producing a newsletter at least twice a year, or more often if you are in a competitive area of business.

Although not a direct sales tool, a newsletter achieves a lot of what you are trying to do through other sales channels. These include company promotion by getting your brand in front of your customers, customer support through sharing information and advice plus the ability to highlight areas of your business that some customers may not be aware of.

So, what is the best channel for your business? Email newsletters have cost advantages and environmental benefits, but can be limiting on space so really the first question is how much do you have to say to your customers? If you have a lot to say a printed newsletter may be the better option. If you can cover off your newsletter in short bites then an email newsletter may be the way to go.

The second thing to consider is your customers. If they do business via email then an email newsletter will work well, but if many of your customers don't spend a lot of time behind a computer, an email newsletter might miss the mark.

Whichever method of delivery you choose here are a few tips that apply to all newsletters:
1) Make sure your newsletters are free of spelling errors and written well.
2) Make sure they are of benefit to your customers - if it is only a sales piece or a brag sheet customers will be turned off.
3) Make sure they look nice and are in keeping with your brand style and guidelines.
4) Don't make them too text heavy. Use images as much as possible to tell the story.
5) If it is an email newsletter always point it back to your website, if it is printed newsletter always have a PDF copy on your website for download.

Is it worth paying for a professional brand?

Tue, 22 Mar 2011 23:07:00 GMT

Nowadays there are tons of companies online and in your neighbourhood that will sell you a logo for a couple of hundred dollars - so why should you pay for a professionally designed logo and brand?

1. A brand is more than a logo, a brand is essentially the way other's view your business - it needs to be managed and incorporated into a wider strategy.

2. Correctly designed and managed your brand can add a dollar value to your business. Take Coca-Cola as the supreme brand example. If every factory, bottle, can and person who works for Coke were vapourised the brand alone would still mean the company is worth US$65 billion dollars (just under half the overall value).

3. Your brand should be relevant to your target market. If we select from a menu of designs we will choose what we like, where often an impartial view can help balance our feelings with whether it will work in the marketplace.

4. A brand should create a difference. With so many logos and companies around a professional will look at your competitors, your demographic and create something that is different and distinct to others operating in the same space.

5. Brand recognition and consistency is vital. A professional will create a brand guideline document that keeps that consistency across a wide range of applications, ensuring that every time a person sees your brand they instantly recognise your company.

Should I be involved in Social Media?

Tue, 22 Mar 2011 23:05:00 GMT

Social media is the buzz word at the moment and for those of you who made it to our Networking Over Coffee morning for the Cambridge Chamber of Commerce earlier in the year you will be aware of our advice but for those who missed it her is our 2 minute quiz

1) Do you have a website?
Yes - continue to Q2
No - First step is to get a website. Social media wont work effectively without a place to point people to do the selling part of your communications.

2) Are you able to edit your website?
Yes - continue to Q3
No - To engage new and existing customers your website needs to be updated and current. You should be editing your website at least once a month. Don't rely on a web designer for this - do it yourself via a CMS and be disciplined to do it.

3) Do you have email marketing on your website?
Yes - continue to Q4
No - Email marketing is more measurable and direct than social media for selling, so we feel you should have this in place before social media.

4) Are you using the tools you have in place?
Yes - you are well positioned to spend some (not too much) additional time on social media with a view to driving contacts to your website and email marketing to generate business.

Other suggestions:
Social Media for business is only good if it results in either increased sales or increased customer loyalty. For this you need to be able to drive contacts to your website and email marketing to educate and sell your products and services. Your website needs to be up-to-date, relevant and focused on one of those 2 goals.

Social media sites change in popularity over time so don't put too much time and effort into a platform that may become a dinosaur in a years time - put the effort into your own website first!

If you would like to know more drop in for a coffee and free discussion.

What is a brand and why should I care?

Mon, 25 Apr 2011 07:13:00 GMT

Many people think of a brand as an expensive logo (maybe the Nike "Swoosh" or Coca-cola logo), however creating a brand is much more than just having a nice logo. In its true sense your brand comprises of every way you communicate your business to the world.

There are 3 things to address when putting your brand out there: Eyes, brain and heart.

1) Eyes: Does your logo, stationery, website, signage, vehicles, presentation of your staff etc correctly reflect your company and it's market? Would you trust a painter who turned up in a beat-up van, looking like he had just rolled out of bed, even if he handed over a nice stylish business card? Brand consistency is vitally important every time a customer views any part of your business.

2) Brain: People need to trust you and your business before they will buy from you. Does your advertising and general "communication" reassure the brain of your potential clients that spending money with you is a good thing to do? This may involve a by-line to enforce your brand to staff and customers e.g The Warehouse: "Where Everyone Gets a Bargain"

3) Heart: This part of branding is often neglected by smaller businesses. Companies like Coke, Vodafone or Lion Nathan spend millions on making you feel good about their company and products. For smaller businesses the key is to include your clients / customers in your business as much as possible. Be honest and reliable, build relationships and communicate with your customers as much as possible, acknowledge your faults and put them right.

If you would like to know more or would like some help revising your company brand drop in for a coffee and free discussion.