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You may be sold on investing in digital marketing but is your client, or your boss? Our Business Cases can help by providing research, tips and information from the experts.
Alternatively, see our Marketing Budgets 2010 or SEMPO State of Search Marketing Report 2011.
Digital Professional at Seeking New Role
10 April 2008 15:31pm
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
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
10 April 2008 22:52pm
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 provide some tips and advice based on your specific case. (no need to buy anything from us!)
Email me at denis AT naxtech DOT com to arrange a telephone conversation and discuss things in more detail.
regards,
Denis
E-Business Consultant at Dan Barker
11 April 2008 00:21am
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:
Managing Director at Web Efforts
11 April 2008 07:26am
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 you.
On 15:31:07 10 April 2008 sonu wrote:
E-Business Assist UK Ltd
11 April 2008 09:07am
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 provide a better ROI.
If you need advice setting up an affiliate programme please get in touch - as always with no obligation...
Optinbuilders
02 May 2008 19:33pm
On 15:31:07 10 April 2008 sonu wrote:
Optinbuilders
02 May 2008 19:45pm
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 know more details about your target audience so that I can come with a good package to promote your product through our Opt-in e-mail lists.
Hope to hear from your end.
Regards,
Bob Cordell
Business Development Manager
Optinlists, Inc.
Direct: 415-358-7495.
www.optinlists.us
On 15:31:07 10 April 2008 sonu wrote:
marketing at telefonix
06 May 2008 09:18am
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 your site and marketing setup. You want:
1) A smooth email marketing operation, to be able to send out newsletters, special offers etc
2) A great e-commerce enabled website
3) The ability to make landing pages for your ads
* without 3), PPC won't be nearly as efficient as it could be. without 2), even if you do drive traffic and punters to your site, if they can't buy there you're again not as efficient as you could be.
SEO is ok, but it's just 75% backlink building which you can do internally just as well as any SEO. Get a good quality SEO to audit your site (£2k or so), then make sure that you implement the suggestions in your redo and have them audit the redo as well once you're done. With 150k, you're better off hiring someone to do content writing (landing pages) and get good quality backlinks for 30k. That leaves 120K for a website redo and email marketing setup if you don't have all the above, and for adwords and affiliate stuff if you do.