In the internet age, it’s easy to fall into the trap of thinking that because a business has a website, everyone who needs the product will simply find it online. Having found it online, website visitors will convert into customers, buy the product or service and thus the business will grow.

But in reality, driving traffic to your website, creating conversions and increasing sales requires thought, strategy and action. Digital marketing is when you market your website as well as your product, leveraging online tools like search engines and social media as well as using specialised marketing features like pay-per-click. By pulling these approaches together in a cohesive way, you’ll find yourself with an effective digital marketing plan to help you grow your business.

There is a range of tools available to help with digital marketing, tapping into the internet’s ability to find and target the right potential customers.

Web design

A well-designed website creates the right impression on a potential customer. It should be intuitive and easy to use so that visitors don’t get frustrated and click away. A website that’s optimised for Google will also be found more easily – this is called SEO (see below).


SEO stands for search engine optimisation, in other words, giving a website the best chance of being found by Google. SEO includes keyword exercises, ensuring that the words on the website are the same as those the people are using to search for the kind of product or service you’re offering. There are also website features that search engines look for. Get these right and your website should start to rank more highly.

Pay-per-click advertising (PPC)

Also known as paid search and Google Adwords, PPC works by showing your advert (a link to your website) on the front page of Google every time someone searches for certain keywords. You pay the search engine when someone clicks on your advert.

Social media marketing

Social media has proved to be a very powerful marketing tool in recent years. You can use it to connect directly with customers and potential clients and respond to their views. Better still, you can find out what’s making them tick…then make sure you provide it!

Social media provides other marketing opportunities too. Facebook’s targeted advertising is just one example of how you can connect with potential clients who are already showing an interest in the services you’re offering.

Interaction on social media also shows Google that you’re an active business – this will help your search engine ranking.

Web video

Video is a medium that we’ve seen increase greatly in popularity. It’s a great way to communicate your message – it’s easy to relate to, customers can “meet you,” there’s nothing to read but it’s easy to share. Getting the right video for your company and sharing it in the right places is key to an effective video marketing strategy.

Not every business needs every tool, but using the right combination can create a powerful impact online. At Piping Hot Media, we use our in-depth experience to help you choose the methods that meet your needs, ensuring effective digital marketing as well as value for money. If your business is ready for a new digital marketing direction, get in touch today on 01483 362 357 – we’d love to hear from you.