Author : David Lomas

M3 Publishing > Articles by: David Lomas
26Jan
click rate from your websiteHow do you assess the value of a click?

How do you assess the value of a click?

I am occasionally asked why clicks are important to the search engines and if they can be evaluated, as part of a Internet marketing strategy. They can, in my opinion but the way we value a click needs to be explained. Although the answer may sound a bit confusing at first, I will try to help you understand how each click through to your site represents a part of a potential sale.

Ranking highly with the search engines increases your chances of getting those coveted clicks and each time a searcher (or prospective customer) lands on your website, you have a valuable opportunity to generate a sale from that visitor.

How to calculate the value of a click? 

One of the issues I see in businesses is how to measure the results of marketing activity. This is particularly relevant when we come to the subject of Social Media.

I often hear the question “Social Media can’t be measured can it?”

Well, in my eyes it can and this is done by evaluating the ‘click through’ that we get from links from our blog posts or other published content. These clicks are invaluable, because they each provide us with an opportunity to grow our business.

The main issue I see after we help clients generate literally hundreds of clicks, is that they are not able to harness this valuable web traffic.

Also, depending on where you publish your content, each click can help you gain a better understanding of who your web visitors are and in what they are interested. You can calculate how much traffic you will need to generate to reach your predetermined target of new business. While the exact value of each click differs based on the actions the “clicker” takes upon arriving at your site, it is sometimes possible to calculate the average value of each click by doing a bit of analytical maths after you’ve received more than a few thousand visitors.

Below I’ll show you a calculation you can use to determine the approximate value of your clicks, based on the unique results of your own campaign:

    • Calculate Conversion Rate

What percentage of the people who click through to your site are actually performing a desired action (i.e. – buying a product, clicking an ad, opting into a newsletter, etc.)?

Let’s say one of your landing pages gets 1000 visitors, and out of that group, 50 are converted into customers. That would mean you are working at a 5% conversion rate.

    • Calculate the Revenue Earned from Converted Visitors

Now that you have a rough estimate of a conversion rate, you’ll need to calculate the combined cash value of all converted visitors. This is easier if you’re only selling one product or service at a fixed price.

Let’s say for example that the 50 visitors who were converted ended up paying your company £20 each, that would mean that the total value of all your converted visitors would be £1000 (50 converted visitors multiplied by £20 each = £1000).

    • Divide Number of Visitors by the Combined Value of the Converted Visitors

Finally, now that you know exactly how much revenue your converted visitors generated, you can then divide that number into the total number of visitors it took to earn that amount. This enables you to arrive at your estimated value per click.

So, in the example above, out of 1000 clicks 50 of the visitors spent £20 each, giving you a total revenue of £1000 out of 1000 clicks, which would give you an average value of £1 per click. Of course, this is an overly simplified scenario for example’s sake, but it should help you understand the basic maths involved.

If you’re selling more than one type of product, or a service that ranges greatly in price, the above calculation will not be nearly as useful. In such situations, I can honestly say it is nearly impossible to judge the value of a click, as one click might bring you a new long-term client, while another might generate nothing more than a nominal purchase.

As such, the value of a click largely depends on the unique actions of the person doing the ‘clicking.’

In the end, I suggest you focus more on conditioning and converting visitors to your site than in spending time evaluating each click. The key is to get them to your site with clicks from the first page of Google and from there you have the opportunity to convert them.

This is why I feel that clicks are invaluable. Each click represents a potential buyer and that is something that is worth its weight in gold.

David Lomas

Call me now on 08450 519374 for a free consultation on improving your website performance, social media measurement or your prospect conversion rate.

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12Jan
Innovation - which city leads the way?Which is the most Innovative city in the UK?

Which is the most Innovative city in the UK?

I noticed this image featuring capital cities across the world – suggesting they should be included in the shortlist of innovative places.

But why? Surely size is not everything and neither should global prominence. Neither of these aspects are  relevant to being innovative.

I personally believe that Manchester should be pretty high up on the list of ‘Most Innovative’ but I would like to find proof.

Please share with me on twitter @video_marketing any suggestions you may have for why Manchester or in fact, your own home town should be considered.

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26Dec
don't be afraid to shout about yourself using contentContent – Who is writing about you?

Content – Who is writing about you?

At this point in time, we should all know that content writing can either make us or break us, no matter what line of business we are in. We now live in a world of communication where content is what catches the attention of our audience and brings customers towards us.

I have found that the most effective content is that which not only engages the reader but tells them a little bit more about who we are and, in particular, how we behave.

It doesn’t always mean shouting out to the world how great we are but rather telling prospective customers what it is that we are passionate about and what we can offer them.

Yes, it has become a bit of a cliché to hear “Content Is King,” but the fact of the matter is, content really is the supreme being on your website or social media page. Content tells your prospective customers what it is you do, how you think, what your products are and most importantly, what you can do to benefit their personal lives or their businesses.

Having worked in content marketing for over 15 years now, numerous business owners have told me that they find it uncomfortable to write about themselves in a really positive way – I think that is a particularly British thing – that we don’t easily brag about our own achievements. Other business owners just don’t find the time to sit down to write and consequently, have been unable to use content very effectively.

The first thing I do is to tell them they are not alone. No one likes to go about bragging about their victories and of course, most business owners are so wrapped up in the day to day issues of their company that they don’t have their eye on the ball when it comes to content.

Content Marketing – Use an expert to engage your audience

I believe that most, if not all businesses could benefit by hiring professional writers to handle this task for them. In the first place, writers have no qualms about ‘bigging up’ your image because they are not ‘bragging’ about anything they have personally accomplished.

Secondly, some writers are expert at creating content that can ‘engage’ your audience.

Using engaging content to attract and bring your customer to your door is a path that I refer to as your ‘Customer Corridor’. It is the route that a reader takes through your content all the way to sales conversion.

A very good writer will understand how to guide a reader through written content by using a practice known as ‘thought sequencing’ – This is where the reader’s thoughts are influenced as they read your content and they are subsequently prompted to respond via a ‘call to action’.

These are all tools of the Internet marketing sector and something you shouldn’t feel bad about lacking. Connecting with customer is a job that requires a special brand of expertise, so I suggest you let someone else do it for you.

It’s so much more effective when someone else is talking about you and your business and that’s what good writers can do.

David Lomas

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22Dec
write good content of interest to your audienceAre you sending out the right message?

Are you sending out the right message?

Sharing good quality content with any audience surely makes good business sense, doesn’t it? We all need to give out valuable messages to our audience to first gain their attention, in order to begin to engage with them.

This is similarly true when giving a speech or presentation, or even when we may make our 60-second introduction speech at a networking-style event. We must always try to grab the attention of our audience with a message or story that resonates with them.

If we start by talking about something that is relevant and ‘of value’ to our audience, then it provides us the opportunity, at a later stage, to ask them questions and use our stories to provide the answers that they may bee seeking to their individual challenges.

The information you give out initially, must stay relevant to your prospects’ current business issues, in order to catch their attention. It must not be focused or be directly relevant to your own product or service offering.

It is far better not to be talking about yourself at all. In fact the whole focus of your message must be on your prospects, not you!

This is exactly the same way that we should also position and focus our social media activity. Social media works far better when you try to engage with others and take an interest in them. The clue is in the name!

It is therefore, very important that the content that we push out to our contacts via social media has real value to our prospects. It must not be simply a blatant or even, ‘slightly-hidden’ sales message about our products and services – we see too much of that already.

In this digital and social media world, asking questions and then sharing valuable information with others is the critical first stage of customer engagement. You need to ask the questions forst to identify what information can be deemed ‘valuable’ to your prospect.

This sociable attitude will help you to initially discover the VALUE that your prospect will recognise and enable you to connect with them. At some stage they WILL want to hear more, I promise you.

Then, all you need to do, is to ensure that you have a ready supply of good quality, valuable content for your new audience!

David Lomas
www.m3mediapublishing.co.uk
Content Creators & Digital Publishers

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1Dec
RBS / M3 Connections EventRBS event proves popular with Manchester businesses

RBS event proves popular with Manchester businesses

Royal Bank of Scotland (future Williams & Glyn) Commercial Banking in Manchester hosted another Directors event last night in partnership with Content Marketing specialists, M3 Media Publishing.

This invitation-only event was attended by 40+ local business leaders and directors.

Presenting a workshop at the event, David Lomas explained the value of content to business and how to use it to gain trust with prospects. He illustrated some powerful facts on how real engagement can be made with your target audience and how trust is critical in attracting new business.

David Lomas of M3 Media discusses 'the value of content' with the audience of Directors

David Lomas of M3 Media discusses ‘the value of content’ with the audience

After the workshop, David commented “We are pleased to be working with Royal Bank of Scotland”. Our workshops address the positives of dealing with business growth and RBS have an untold wealth of experience to make things happen.

It is great to give business leaders the opportunity to get introduced to and to collaborate with other good-quality business owners.”

Robert Taylor, RBS Relationship Director, continued “The Business Connections event was a great way of adding value to our customers in and around Manchester. There was a great atmosphere on the night which meant that everybody was able to easily interact with one another and gain new business connections”.

Rob added: “My thanks go to the team at M3 Media Publishing for the thought-provoking presentation they delivered on the night, it was very well-received by everyone”.

For information about the Directors Connections events at RBS, please call M3 Media Publishing on 08450 519374.  Alternatively, please fill in your details below and one of our team will get in touch with you.

Name *

Business Name *

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25Nov
how do you build loyalty - create trustHow are you building Trust with your customers?

How are you building Trust with your customers?

Building and establishing trust with your customers is key to developing a good reputation and driving company success. There are a number of ways in which you can build trust with your customers, however in my opinion, simply being honest and open with them is the best and simplest policy.

Customers appreciate honesty – they want to know that they can rely on a company to deliver on their promises, especially when they are spending a lot of money on a product. Customers need to be assured that everything the company has told them about a product that they plan to buy, is accurate, without any misleading information.

Simply making sure that your customers are not misled in any way, such as through confusing advertising or misinformed staff members, can do wonders for your reputation.

When it comes to trust this will encourage your customers to keep coming back.

Not only that, but customers like to be able to rely on a company that will give them the help that they need, as and when they need it.  As a customer, I like to know that the organisations I do business with are willing to listen to my concerns and strive to ensure that I am satisfied.

Good standards of customer service are essential to building trust – customers are rarely likely to trust a company which is reluctant to provide them with good service. There is a good reason why successful companies make customer satisfaction a top priority – satisfied customers tend to be trusting customers, and a customer who trusts your company is much more likely to return more often and spend larger amounts of money than one who does not.

Building trust with your customers is also crucial for good word-of-mouth advertising – customers who trust you are more prone to having positive things to say to others about both you and your business.

David Lomas

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16Nov
International Trade on Metal Gears.M3 Media launch Export Experts Magazine

M3 Media launch Export Experts Magazine

M3 Media Publishing are delighted to have been asked to provide a digital export magazine as support for an exciting new Export Initiative being launched in the North West.

The Core Privilege Partnership will provide SME exporters and would-be exporters with a wide-range of support services from a group of experienced business partners in the region.

Digital Publishing experts M3 Media Publishing have been asked to create Export Experts Magazine through which The Core Privilege Partnership can communicate with businesses in the NW region that want to focus on exporting.

The initiative is the brainchild of export marketing expert John Holmes of Core Business Solutions.

John Holmes has over twenty years experience in project management, systems and business analysis and sales and marketing across a variety of business sectors, on a national and international basis.

Being highly skilled at budget planning & control, policy & procedure development and implementation, John has developed sales & marketing strategies for several global manufacturers and set up and managed distribution networks in over 70 countries.

John commented: “The move into overseas markets can represent an exciting phase in any company’s overall growth strategy and this new initiative can provide support for these businesses in key areas critical to their export success”.

How Core Privilege Partnership can help exporters

John explained: “The Core Privilege Partnership will supplement the great work already done by UKTI and will work closely with businesses that may benefit from our help”.

He added: “We have put together a great group of key export experts who individually can provide access to resources normally not available to many SME businesses. They will be well-positioned to hold the hand of the SME at the most crucial times during their export journey”.

One of the strategic members of the Core Privilege Partnership is Chris Houghton MD at Freedom Logistics, who explained his involvement. Chris said: “I have personally been involved in Export for some 35 years and I am committed to delivering customer satisfaction. At my company, Freedom Logistics we put the customer at the heart of everything we do”.

“As a part of Core Partnership, I will have the ability to offer an enhanced range of logistics solutions to businesses that are looking to develop their overseas sales”.

Chris concluded: “Freedom Logistics provides integrated, flexible international freight & logistical support solutions by sea, air and road to commercial customers in a range of industries from food & drink to digital networks. We have considerable experience in the export sector and look forward to providing our expertise to other businesses.

The launch of the initiative will start with the publication of their online Export Experts Magazine, presently being created by digital experts M3 Media Publishing.

For more information about Core Privilege Partnership, please contact Martin Byrne via: Martin@corebs.co.uk

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16Nov
how are you building trust with othersAre you building trust with your audience?

Are you building trust with your audience?

One of the most important aspects of marketing is building trust with your audience. Without wishing to gain trust, there really is no reason to go any further with a marketing campaign – because who would buy from you?

So why would you want to waste money on marketing your products or services if your prospective customers don’t believe you can deliver?

In all the years that I have been developing content marketing campaigns for clients, I have found that nothing is as effective and important as developing a sense of trust in what their businesses have to offer.

Today’s consumer is much more aware of who they choose to deal with. They are wary of buying from unknown brands because they have learned the hard way that not all companies and products always do what they say they can.

Establishing a reputation with your content

Yes, we can get traffic to your website with catchy headlines and with well-written content but I also know that this is not enough to convert today’s consumer. In order to buy from you, I know that prospective customers need to believe that you are a reputable business, have a strong sense of ethics and provide products or services that are exactly what you say they are.

With online marketing, this takes a lot of work because they cannot see you, hear your voice or get non-verbal messages when communicating with you. I believe that if you give them something of substance, something they can learn from, then you can quickly establish yourself as a person of authority and that is someone they can trust.

Website Content must Resonate with Readers

This influences the type of content and messages that you should include on your website. It needs to go deeper into the minds of your visitor and resonate with them. This is of much more value to your web visitor than merely talking about your products or services.

I suggest you write about how you would address certain issues or problems they might be having and then illustrate how you helped one of your customers solve that particular issue. Once you ‘prove’ that you know what you are talking about and can offer them rock solid proof that you have helped others, they will begin to understand that you can do what you say you can.

If you can create a sense of trust in the fact that you know what you are talking about, I believe those visitors to your site will begin to trust in you. Remember, trust is the ultimate motivator for today’s buyer so that is what you need to focus on. If they trust you, they will decide to buy from you.

It’s really that simple.

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30Sep
m3 / RBS connections events for business owners and directorsRBS – A Bank with a Solid Customer Focus

RBS – A Bank with a Solid Customer Focus

RBS Group (future Williams & Glyn) Corporate Banking in Spinningfields, Manchester recently hosted another successful Connections event for their business customers.

These evening events are designed with their customers in mind, as they provide a great opportunity for Directors and business leaders to make some really valuable connections.

The main focus at the event was a business growth workshop, presented jointly by Andrew Thorp of Mojo Your Business and David Lomas who heads up M3 Media Publishing.

These two experienced speakers engaged the audience with ideas for using stories to improve your marketing. David highlighted how powerful the right sort of content can be to a business. A couple of very amusing stories from attendees, were heard during the workshop session.

David, who heads up M3 Media Publishing also spoke about the way the RBS (future Williams & Glyn) team were doing a superb job in creating business opportunities for their customers.

He commented: “Rob Taylor and his team do a great job hosting this event in Manchester. In my opinion, there is nothing more valuable to a business owner than to be put face-to-face with a prospective customer. When that meeting comes through an introduction from RBS, it adds real value and credibility to that connection”.

Rob Taylor, Client Services Director at RBS added: “We felt the event was a great success. The overriding value gained by attendees was the information gleaned from the workshop and the calibre of the guests that attended, and their willingness to engage in credible business discussion.

 

Are you a director or business owner who would like to come along to a future Connections Event and meet other successful business leaders and directors? If so, please call M3 Media Publishing on 08450 519374.

Alternatively, fill in your details below and one of the M3 team will get in touch.

Name *

Business Name *

Email *

Telephone

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