Digital Marketing

Search engine optimisation (SEO) is an essential marketing channel for any

business that seeks to reach an online audience. Get it right and you can expect
more traffic and more leads – which means more sales and more money into
your business.
Improving your visibility in search engines like Google and Bing can have a real
impact on your business’ bottom line. But while all good marketers understand
the power of search marketing, not all have the resource, the experience or
simply the time to invest in it.
SEO is an evolving discipline that requires an experienced, expert search
marketer to deliver results that last – and in today’s multi-channel world, more
and more big businesses are turning to SEO agencies for that specialised
offering.
Ecommerce SEO Services
With so many online stores across the web selling thousands upon thousands of products every
day, getting customers to your website can be a challenge. Ecommerce SEO is all about
attracting new a profitable traffic to your site with the ultimate goal of converting that traffic
into sales.
By investing in ecommerce SEO, you can expect:
Improved product rankings in the search results
Enhanced search listings for your products
More traffic to your website
More sales from your online store
TECHNICAL AUDIT
We’ll review your website from a technical perspective. We’ll assess how easy it is for your
website to be indexed by Google and pull out any technical issues, such as duplicate content
(common with ecommerce websites) and fix those so that your site can be found, indexed and
ranked appropriately from the off.
DESIGN REVIEW
Just as you’d dress your physical shop to impress, so too should ecommerce businesses take the
time to dress their online shops. Your site should be easy to navigate and look professional,
displaying trust signals such as security certificates and known payment gateways to assure
visitors that their money’s safe when buying from your site.
PRODUCT OPTIMISATION
We’ll review the sales copy on your product pages, looking at keyword targeting and use of calls
to action to improve search rankings and drive conversions. We’ll look at your use of tools such
as schema markup and data highlighting to improve the way your products are understood and
represented by the search engines.
CATEGORY PAGE OPTIMISATION
Category pages can improve the user experience on your website by grouping products into
themes which make them easier to browse. Much like themed aisles in a physical store,
categories are used to lead customers to the products they want to buy. They also have a
strong SEO value, enabling you to rank for themed search terms as well as specific products.
CONVERSION RATE OPTIMISATION
Whilst SEO is primarily focused on driving new traffic to your website, your existing traffic
shouldn’t be ignored - and this is especially applicable for ecommerce websites when repeat
sales and upselling can add a great deal to your bottom line. We’ll assess the sales funnel online
to identify the points where people drop off or where there is opportunity to sell more. We can
also run split tests on areas of your site using Google Experiments to find the best solution for
your customers.

Digital PR
Increase brand awareness and position your company as a thought
leader with digital PR services from Impression
PR is a hugely valuable asset to any business. Whether you’re a growing start-up
or a long established company, positioning your brand and your people as
thought-leaders will pay dividends now and well into the future.
The practice of digital PR is about making the most of your voice online. Digital
PR is the combination of press release distribution and opportunity sourcing
through online channels that results in increased awareness of your brand and,
importantly for SEO in particular, an improved domain authority for your
website.
Our PRCA accredited PR specialists work with companies across a range of
sectors and sizes to develop digital PR campaigns that deliver results. That
means we get your brand featured in places of authority across the web, putting
your name in front of the influencers and audiences that matter most.
Why Invest in Digital PR?
Digital PR is becoming something of a buzz term amongst today’s marketers.
Whilst ‘link building’ for SEO benefit has developed negative connotations, the
value of thought-leadership pieces that build your brand’s authority around the
web cannot be disputed.
Savvy marketers are investing in digital PR campaigns that add real value to
their business. It’s not just about ‘links’; digital PR is about promoting your
brand in the places that your audience is already active online.
Digital PR Services
 Your digital PR strategy comes from the end goals you want to achieve.
Depending on who you’re trying to target, what stories you want to tell and
what types of websites and publications you’d like to be featured in, we’ll set
the strategy that’s right for you. Often, our clients have multiple goals for their
PR so their strategies incorporate one or more of the following:
LOCAL PR
If yours is a business which serves a local audience or is simply looking to
improve its local profile, we can help. With our range of local journalist contacts
and access to a number of local publications and websites, we'll help you raise
brand awareness in the places that matter to you.
NATIONAL PR
If your business serves a national audience, or if you're simply looking to grow
your national presence, PR is a great tool to help you achieve your goal. Our
clients have been featured in national press including The Telegraph, The Times
and The Guardian as well as national online-only publications.
TRADE PR
Your goal might be to develop awareness of your brand within your industry
and there is a wide range of industry/trade press out there. We're experienced
across a variety of sectors and can help you get your stories out through trade
specific websites and publications.
BRANDING
Not all of our clients know what they're trying to achieve through digital PR, but
that's no problem. Our experienced PR team will help you to identify the stories
within your business, both in terms of what's happening now and the core
topics and themes that are important to you, to guide your PR strategy.
Digital PR Campaigns: What to Expect
When investing in digital PR with Impression, your account will be managed by a PRCA
accredited PR account manager. A typical digital PR campaign will comprise:
CAMPAIGN STRATEGY AND ROADMAP
We believe that any successful digital campaign starts with a deep understanding of your brand,
your audience and what you’re trying to communicate through your digital channels. Your
digital PR campaign will begin with a campaign strategy and roadmap, which we’ll work on
together with you to ensure the goals we set along the way are consistent with important dates
in your business’ diary, seasonal trends in your industry and targets you have across the wider
company.
MEDIA RELATIONS
With our broad range of experience, we have contacts in high authority places, including
national newspapers and industry/trade publications. We also have contacts in more niche
websites and publications online, meaning we have a solid base of contacts to promote your
brand to where relevant from the offset. We’ll work with you to create a list of target
publications and to develop and maintain relationships with the media contacts that matter to
your business.
PRESS RELEASE DISTRIBUTION
As with traditional PR, a key part of digital PR is to create and distribute press releases. This
enables us to spread your stories and messages to the influencers in your sector and beyond.
We can write your press releases for you if you prefer, or we can optimise your press releases
or those distributed by your traditional PR agency for digital PR success.
OPPORTUNITY DEVELOPMENT
Our relationships with media contacts mean that we are regularly approach by journalists
seeking information or comment for their stories. We respond to those relevant to your
business to get your brand featured. These opportunities will often spill over into offline too as
many online resources will have an offline counterpart.
PPC (Pay Per Click) Management
Winner of the Best Small PPC Agency award at the European Search
Awards 2017
• • GOOGLE ADWORDS
• • BING ADS
• • SOCIAL MEDIA ADS
• • GOOGLE SHOPPING
Improve your return on advertising spend through data-driven, results-focused
PPC management.
An investment in any form of paid advertising should always yield positive
results. Our PPC team is dedicated to proving their value every step of the way.
We’re already delivering high return campaigns for some of the country’s
biggest brand names as well as growing SMEs. Why settle for anything less? We
were also the winner of the Best Small PPC Agencyaward at the European
Search Awards 2017. Choose Impression as your PPC agency and you can
expect:
Business focus
Our primary goal is to make the most of your advertising budget to make the
biggest impact to your bottom line. We take the time to understand your
business inside-out so there’s no one-size-fits-all solution.
Data-driven
The decisions we make are backed up by data to get the most out of your
campaigns. There are no ‘hunches’ or ‘gut instincts’, just a combination of tried
and tested techniques and scientific analysis.
Innovation
We’re always looking for ways to make even more of your budget. We invest in
our own tools, technology and training to ensure we stay ahead of the curve –
and you stay ahead of your competition.
PPC Services
We offer paid advertising services across search and social platforms, taking a scientific
approach to deliver the best possible return on your investment. Take a look at a selection of
our services below, or get in touch to discuss your requirements.
GOOGLE ADWORDS
For businesses using or looking to use Google’s own advertising platform to promote their
products and services across the web, through the Search, Shopping and Display networks.
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REMARKETING
Make more of your existing website traffic by displaying adverts to people who have previously
visited your site whenever they visit sites on the Google Display Network (GDN).
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DISPLAY ADVERTISING
Advertise your business to a targeted audience through Google's contextual advertising
network, the Google Display Network (GDN).
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BING ADS MANAGEMENT
For businesses seeking to explore the opportunities of Microsoft’s ever-growing search engine -
also the default search engine for Yahoo.
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SOCIAL MEDIA ADVERTISING
For businesses that want to reach their target audience through social networks such as
Facebook, Twitter, LinkedIn and Pinterest.
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PPC REVIEWS AND AUDITS
Find out how well your existing campaigns are performing and where the opportunities for
growth and improvement lie.
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GOOGLE SHOPPING
For businesses that want to place their products directly in the Google search results, to attract
customers who are ready to buy and send them directly to their product pages.
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FEED OPTIMISATION
Feeds are an essential part of PPC advertising - especially if you're investing in Google Shopping.
Optimisation of those feeds makes it easier for Google to use more of your information,
improving your visibility and conversions as a result.
Conversion Rate Optimisation
Helping you make more of your existing web traffic by improving
conversion rates through scientific testing
• • USER JOURNEYS
• • A/B TESTING
• • MULTIVARIATE TESTING
Conversion rate optimisation (CRO) is the scientific process of increasing the
profit your website generates, by making more of your existing traffic and
pushing more sales per visit.
If your website is receiving high traffic but has a low conversion rate, CRO could
be the key to unlocking a lot of missed potential. Through conversion rate
optimisation techniques including A/B testing, multivariate
experiments and user analysis, we help businesses to make more money from
their existing audience.
Conversion Rate Optimisation (CRO) Services
A/B TESTING
Comparing multiple versions of your landing pages allows you to refine your call to actions and
selecting the best converting layout. Our A/B testing is focused on highlighting the statistically
better-converting web page, which means you can frequently run this on your high traffic pages
to improve conversion rates.
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USER JOURNEY AND CONVERSION FUNNELS
Identifying how your customers and audience navigate through your website can highlight
areas of difficulty and areas which work really well. These insights enable us to recommend
changes that make a tangible difference to your bottom line.
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MULTIVARIATE TESTING
Testing multiple elements of your web pages at the same time is great strategy within CRO.
Multivariate testing allows you to test different content and layouts for your web page and
identifies which combination has the best impact on your conversion rate.
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HEATMAPPING
Heatmapping is a tool used to better understand how your audience moves through your
website. This includes how long they stay on each page, where they click on the page, where
they hover, how they scroll and more. This insight helps us making improvements to the
customer journey.
Continue reading
Content Marketing
Showcase your expertise, develop your brand proposition and
engage your audience online
• •
True content marketing goes well beyond blogs or guest posts. As Google’s
understanding of rich media such as images, graphics and videos continues to
improve, savvy marketers recognise the value of investing in creative content in
all forms.
We believe that successful digital marketing is underpinned by great content.
From ensuring your website best represents every one of your products or
services to writing blog posts and posting news articles that really engage, it
almost goes without saying that your basic content simply must be up to scratch
if your website is to rank well.
What we’re talking about here though goes way beyond that though. We’re
talking about creative content pieces that take an idea or data and make it into
something visually appealing, incredibly engaging and hugely useful to your
target audience. We create content that earns you links, coverage and
recognition – all of which helps to boost your website’s authority and deliver
more traffic and more sales.
Creative content marketing is an area in which we really excel. With our in-
house team of designers, developers, SEO and PR specialists, we produce
exceptional content that drives results for our clients.
Content Marketing Services
Every concept is the result of a collaboration between our SEO, design and development teams
to ensure the idea is possible and of value to your business.
CREATIVE CONCEPT
Your content marketing campaign begins with the creative concept. We’ll work with you to
identify valuable collateral you already have that can be used. For example, your company
might hold data about product usage or audience location and so on that, when made
anonymous, can form the basis of a creative concept. We’ll use tools such as the Freedom of
Information Act to develop new content ideas and we’ll create concepts based on your
company’s strengths and offering.
DESIGN
Our in-house design team makes your creative concept a reality. We pride ourselves on being
huge digital ‘geeks’, which means we keep abreast of design trends and are always looking for
new, creative ways to communicate information. We’ll design your concept and agree a
number of revisions to get the look just right.
DEVELOPMENT
As a digital agency, we tend to focus our content marketing efforts online, but that’s not to say
we can’t go offline too. Our in-house development team builds your concept in a way that is
accessible via any device and coded for optimal search visibility too. We recommend your
content lives on your domain, and we are able to advise your development team on how best
to do this, or do it for you if relevant.
PROMOTION
We design and develop your creative content for optimal search visibility, meaning it can be
indexed and ranked by Google and other search engines. This will help people to find your great
content, but a truly successful campaign will also include wider promotion to get your message
out there. Our team of digital marketing experts create a promotional plan that gets your
content to the right people in the right places.