Jamie Brown and Steve Philp from Archant. Picture : ANTONY KELLY
archant 2017
Helping customers to find you online is a key tool in a small business’s digital marketing arsenal.
This is the advice of a digital marketing guru who will be leading three seminars from media group Archant on digital skills.
The Digital Decoded sessions in Norwich, Ipswich and Great Yarmouth will seek to explain four key elements of digital marketing and how these can be deployed to attract consumers at different stages of the “purchase funnel”.
According to Jamie Brown, Archant’s regional digital manager for Norfolk and Suffolk, search engine optimisation – or SEO – is a hot topic in the digital marking community. The process of SEO involves ensuring a particular website appears high on the list of results returned by a search engine, increasing the number of people visiting the site and, in the case of a business, ultimately boosting sales.
Mr Brown said: “SEO is a big subject for us because it effectively activates all offline marketing.
“If you have an advert on television or radio, on a billboard, or in a newspaper, the first thing anyone does is go online to find out more. If a company’s website is not visible, their spending on other advertising is effectively wasted.
“We see businesses spending hundreds of pounds not getting the returns they need because the vital connection, SEO, is missing.
“It is about being found when someone puts your name into Google, but also what you do.”
Mr Brown, who will be leading the Digital Decoded sessions, said the theory behind SEO is more straightforward than some experts make it out to be.
“This session will explain the context of SEO and why we need it and give advice on how to do it.”
The seminars from Archant, publisher of the Eastern Daily Press and East Anglian Daily Times, are targeted at SMEs keen become more digital-savvy in their advertising.
The sessions will take place at Dunston Hall Hotel near Norwich on Tuesday, July 11; Wherstead Park in Ipswich on Wednesday, July 12; and Great Yarmouth Racecourse on Thursday, July 13.
Two sessions take place each day, at 8.15am and 11.30am.
To book, contact your Archant account manager or visit www.archanthub.co.uk/digitaldecoded