How to Run A Successful Internet Marketing Campaign?

A great website is not enough. You must integrate your internet marketing effort to drive people to your site, otherwise its impact and return to your business will be minimal.

Highly targeted online marketing is essential for driving qualified leads to a website – so we make sure customized, targeted, internet marketing campaigns are a key element of Leaping Frog Online’s services.

We offer a dedicated web marketing team to work closely with you in coordinating offline and online marketing campaigns. After determining the aims of your marketing strategy, we integrate our online marketing solutions into existing activities to maximize your targeted results.

We research into the web usage patterns of your target market, and determine the most appropriate channels to reach your audience successfully. We can tailor campaigns to incorporate banners, buttons, advertorials, newsletter sponsorships, interstitials and links on highly targeted websites.

We constantly monitor and analyze the results of every component of the internet marketing campaign, and quantify your return on investment.

Some of our services include:

  • Email and e-newsletter marketing management
  • Online advertising
  • Online Media Planning and Buying
  • Viral marketing campaigns
  • Affiliate Program Development and Management

E-Business Consulting

E-business can represent simple contact forms or complex transactions processes.

Leaping Frog Online can help determine the optimal solution for your website considering both your budget and requirements. Our applicable transaction process is designed to maximize site efficiency while working in with your businesses current resources and business processes.

We provide Consulting services for firms unsure of the resources they will require to support their e-business solution. We can recommend the most suitable hardware, software, web hosting and e-commerce providers based on your specified selection criteria.

Leaping Frog Online offers expert advice to address issues of technical and creative feasibility, best practice, project risk analysis and return on investment for internet marketing campaign.

Internet Marketing

Website Audit

The purpose of a website audit is to gain an in depth insight into the state of the website. The analysis also provides clear recommendations as to how best to rectify any issues that may be revealed in the existing website. A website audit is the best place to start when rebuilding a website.

Usability Analysis

This involves examining the effectiveness of the current interface design, and the way in which users interact with the website. The effectiveness is measured by the simplicity of the interface elements, as well as the consistency of the site. A site with high usability will ensure that first time users will be able to use the site as effectively as it was intended.

Design Analysis

Key design and branding elements are evaluated according to brand impression, visual impact, layout, and their uniqueness in terms of creative approach for internet marketing. A site with effective design will not only maintain, but also extend the brand online. It will also provide users with a lasting impression of the website and, as a consequence, the brand.

Copy Analysis

The copy and content component of your site is as critical as the functionality and visual design. Here we evaluate the effectiveness of the copy in terms of tone of voice, and functional efficiency in driving users to perform a desired function. Effective online copy will ensure all of your messages are communicated effectively, it will also ensure that all of your online content is actually read.

Maximized Report

It is the detailed site analysis report that provides detailed reports on websites internet marketing project. The site reports include:

Page Weight

The page weight is the total size of each page. Not all users have high-speed access. With smaller page sizes, visitors can access pages more quickly, so they are less likely to get frustrated and leave.

Redundant File Control

The extent to which redundant images and documents are avoided in the site! Sites that score well have few or no duplicate images, documents or pages.

Page Proximity

This measures the shortest path from the Home page to every page in the site, showing how easy it is to navigate from the Home page to other pages in the site. Research has shown that visitors who do not find what they are looking for within three clicks of a Home page are more likely to leave.

Site Accessibility

This measures the use of alternative text (“alt text”) for site images in most or all instances. Good sites have ALT tags on all embedded images as they allow the site to be browsed effectively in text mode, and facilitate accessibility to people with visual impairments.

Link Integrity

The non-working links and their proximity to the home page, identifying the extent of pages that are free from broken links.

External Link Integrity

The non-working links to external sites and their proximity to the Home page.

Third-party Links

This measure links to outside sites and their proximity to the home page as a percentage of total links.

Meta-tags

This measures the keyword and content tags contained in a site. Sites with a high Meta data coverage rating typically enjoy much greater site traffic from large external search engines such as google.com, altavista.com and excite.com.

Digital Marketing

Trend Analysis

Trend analysis reviews the raw web site traffic log files of your site to determine the effective internet marketing plan:

  • What pages are accessed the most/least on your site
  • What documents are getting downloaded
  • What pages are using the most bandwidth
  • Where are people coming into the site
  • Where do they leave the site
  • How many visits are you getting
  • What other sites are referring your site
  • What search engines are people using to get to your site
  • What keywords are people using on search engines to get to your site
  • Where in the world are people coming from
  • What browsers are people using to access your site
  • What errors are on your site
  • When do people use your site? What days, what time of the day
  • How long do people stay at your site

This information will provide insight into your customers’ usage of your site, identify issues like bottlenecks and high bandwidth pages, allow us to make recommendations on improvements to site navigation, and identify current search keywords to aid search engine optimization and marketing campaigns.

Please note, in order to perform this analysis, we will need access to your website’s log files.

Search Engine Optimization Analysis

Search engine optimization refers to designing and building a web site to optimize its ranking on search engines for specific search terms.

The majority of search engines utilize “spiders” which scan the Internet for web pages and then use algorithms to determine how relevant the pages are corresponding to specific search terms.

Five main phases are adopted for the search engine marketing campaign:

  • Keyword discovery
  • Link relationships
  • Standard recommendations
  • Establish benchmarks
  • Implementation

The first 4 phases combine to produce the first major deliverable of the internet marketing campaign, the Search Engine Optimization Report.

Please note, in order to perform this analysis, we will need access to your website’s log files.

Keyword Discovery

Search engines rank web pages on specific keywords and phrases. The higher ranking a site has for a specific search term, the higher the page will appear in the search results. Only a limited number of keywords can be targeted for an SEO campaign, and therefore a keyword discovery phases is vital to ensure the optimum keywords are selected.

This phase will produce the optimum keywords for SEO targeting for the web site through research and utilization of keyword generation tools, and analysis of log files to identify current search terms used.

Link Relationships

Another key factor in determining the ranking of a web site is what is known as link popularity. Link popularity refers to having other web sites linked to your web site. The quality of the referring links is also important.

This phase involves identifying any industry related search engines, directories and any other organizations where links to the client site can be directed. An important aspect of your internet marketing plan!

Standard Recommendations

This phase provides an overview of standard SEO design and development techniques that should be applied to the website to help increase search ranking.

Establishing Benchmarks

This phase involves establishing some benchmarks by which we can measure the success of the campaign. The following benchmarks will be used to measure the success of the website search engine optimization project:

  • Current search engine rankings on keywords
  • Number of search engine referrals a month
  • Site traffic
  • Search engine referral percentage of total site traffic

These benchmarks are determined using SEO tools and analysis of the website log files.

Implementation

Based on the results of the earlier phases a number of recommendations will be made for the effectiveness of the internet marketing campaign. These may include such site modifications as:

  • Reorganization of site structure
  • Design tweaks to home page
  • HTML coding changes to home page and across the site
  • Rewriting of site copy

Indicators of a successful campaign vary per campaign, as they are dependent on such factors as, the existing search engine position, keyword popularity, and existing traffic to the site.

Ongoing analysis is recommended to monitor success and provide any additional implementations for internet marketing campaign.