Web Solutions from a E-Markeing consultancy for an engineering company in the UK. Most beneficial e-markeing solutions are suggested:
domain name, web site analytics, SEO, web presence development etc.
Table of Contents
Domain Name
Web Site Analytics
Search Engines
Search Engine Optimisation
Directories
Key Word related links
Pay-Per-Click
Web Presence Development
Content
Online Advertising
Banners and Ads
Email as a medium of communication
Online Promotion of the product ‘Modellers Stand’
Objectives and Topics
The report aims to provide strategic e-marketing solutions for Shelbyville Engineering Ltd, focusing on enhancing their online presence and establishing an effective digital marketing strategy to support company objectives, specifically regarding the promotion of their product, the ‘Modeller’s Stand’.
- Development of a professional company domain name and email infrastructure.
- Implementation of website analytics to track performance and customer interaction.
- Optimization of search engine visibility through directories, keyword strategies, and link building.
- Guidelines for professional web presence design and content creation.
- Strategies for online advertising and email-based customer communication.
Excerpt from the Book
Domain Name
The domain name is of particular importance for Shelbyville Engineering, as it represents the business online and might build up potential customers’ first impression, either through e-mail contact or the web site. It might be even assumed that this part is the most important part of e-marketing in general. As a domain name consists out of the prefix ‘www’ (world wide web), the most suitable name for the site and the suffix (e.g. .com). (Charlesworth, 2003)
The company’s main use of the web site is to provide information for about the company and its services as well as a promotional tool. The suggested suffix for Shelbyville’s web site is ‘.co.uk’ as it indicates the origin of the company and prevents from possible confusion, if another company existing with the same name. However, suffixes like ‘.eu’ or ‘.com’ would be applicable, but as Shelbyville trades predominantly throughout the UK, particularly the North East, and has only occasionally supplied other European customers, ‘.co.uk’ appears to be the best solution. Nevertheless, the company could register both, ‘.com’ and ‘co.uk’ if international sales increase and it seems appropriate. The two web pages could contain the same information but adjusted to its audience. So could the ‘.com’ web site incorporate a “more global perspective on the organisation” (Charlesworth, 2003).On the other hand, ‘.info’ would not be recommendable the web site is not only intended to have informational value.
Summary of Chapters
Domain Name: Discusses the strategic selection of a professional domain name and email structure to represent the company accurately online.
Web Site Analytics: Explores the use of e-metrics, specifically the Merchant Model, to monitor website performance and visitor behavior.
Search Engines: Examines techniques for increasing online visibility, including SEO strategies, directory listings, and keyword optimization.
Web Presence Development: Outlines requirements for a professional website design and the importance of relevant, user-friendly content.
Online Advertising: Evaluates the suitability of various advertising models, such as Pay-Per-Click and banner ads, for a B2B engineering company.
Email as a medium of communication: Emphasizes the role of professional email correspondence in building customer relationships and providing after-sales service.
Online Promotion of the product ‘Modellers Stand’: Applies specific e-marketing tactics, including niche SEO and international domain strategies, to promote a unique product.
Keywords
E-Marketing, Shelbyville Engineering, Domain Name, Search Engine Optimisation, SEO, Web Site Analytics, Modeller’s Stand, B2B Marketing, Online Advertising, Email Communication, Customer Relationship, Directories, Keywords, Digital Strategy, SME Marketing.
Frequently Asked Questions
What is the primary purpose of this report?
The report serves as a consulting document to outline beneficial e-marketing solutions for Shelbyville Engineering Ltd to improve their online presence and reach.
What are the core thematic areas covered in the document?
The document covers domain registration, search engine optimization, website analytics, content development, online advertising, and email marketing strategies.
What is the main objective of the e-marketing strategy for Shelbyville Engineering?
The goal is to establish a professional web presence that effectively communicates company capabilities to customers and provides a tool for lead generation.
Which scientific or analytical models are referenced?
The report utilizes the "Merchant Model" for analyzing web site performance and e-metrics to track sales and visitor interaction.
How does the report handle the promotion of the ‘Modeller’s Stand’?
It suggests a distinct B2C approach, utilizing niche-specific directories, international domain registration, and tailored content to reach hobbyists.
What criteria are used to determine if an advertising tool is suitable?
The report evaluates tools based on their Return on Investment (ROI), the B2B or B2C nature of the business, and the specificity of the product offering.
Why does the consultant advise against Pay-Per-Click for the general engineering site?
It is deemed unnecessary because the company is expected to rank highly organically for its specific services without incurring high advertising costs.
What recommendations are made regarding email communication?
The report recommends treating email as a professional communication tool, using pre-designed templates, maintaining high grammatical standards, and building mailing lists for customer retention.
What is the recommended structure for the ‘Modeller’s Stand’ website?
The site should be simplistic, user-friendly, and feature a clear product presentation with online ordering capabilities and FAQs.
- Quote paper
- Miriam Mennen (Author), 2007, E-Marketing: Web solutions for engineering company, Munich, GRIN Verlag, https://www.grin.com/document/145352
