Advertising & Website Optimisation

Digital Advertising

Digital advertising is simply: advertising via digital media. We set out 8 options for your consideration.

Digital Advertising

There is a wealth of zero to low-cost opportunities to advertise your products and services online both at home and abroad. In order for your potential clients to find your company, you have to ensure that you are present and suitably profiled online.

If you decide to pay for your advertising, this is often charged on the basis of one of the following:

  • CPC or PPC, where you only pay for an ad if someone clicks on it.
  • CPM, where you pay based on how many times your ad was shown (not clicked).
  • CPE, where you pay when a user completes a predefined engagement (like watching your video ad).
  • CPS, where you run Message Ads campaigns, you pay for each message that is successfully delivered.

Logically, the more traffic a site has, the more you can expect to pay.

For those of you with larger budgets, you can commission advertising agencies to place ads with sites which generate a large volume of traffic (e.g. Kompass, the BBC, online newspapers etc.).

N.B. Once you've formulated your Digital Advertising campaign, you should then make sure that this is integrated with your Digital Marketing program.

Depending upon the in-house skills that you have (and your advertising budget), you may consider commissioning outside help. You may find the following two sub-categories of help: The ExportersAlmanac - Advertising & Marketing – Digital Marketing Agencies and Online Advertising Agencies.

These agencies can also help with placing ads with sites which generate large volumes of relevant traffic (e.g. Kompass, the BBC, online newspapers etc.). In these cases, visitors to those sites will be shown adverts for your services or products.)


Digital Marketing Agencies


Online Advertising Agencies

Email campaigns can be valid for a host of reasons and represent an extremely cost-effective means for reaching out to your client base – but you must not spam. Spamming is not only rarely effective but can also result in:

  1. Legal proceedings with you and your company facing significant sanctions.
  2. Your emails being blacklisted so that although they will be sent – they don’t arrive.
  3. General, adverse publicity.

For further information and guidance see the recommendations made by the: Advertising Standards Authority, Committee of Advertising Practice, Information Commissioner’s Office and the Data & Marketing Association.

So, do not spam!

This is not to say you cannot use email as a perfectly valid marketing tool. It is possible to buy qualified mailing lists (see: The ExportersAlmanac - Advertising & Marketing - Email Lists) as well as creating your own from the Kompass Directory together with your own contact database.


If you do have permission to send out emails to your actual and potential clients – and suppliers. Then there are a number of tools which can facilitate the management of these emails; see: The ExportersAlmanac - Communications – Newsletter Mailing Services.


When you use email messaging, you will of course have to consider:

  1. What specific message do you want to communicate?
  2. How often do you want to communicate? (If you send out too many emails, you will find fairly soon that people will unsubscribe from your service. Not often enough and they forget who you are.)

Subscribing to Spotler’s Email Marketing platform gives you a particularly flexible and powerful email marketing tool that can be integrated with your CRM and lead generation programs.

N.B. Emails you send to people who have subscribed to your mailing list and/or otherwise agreed to receive emails from you, must have an unsubscribe function at the end of the message. This function must be easy to implement – with a single click.

Grow your business with Google Ads. Get in front of customers when they’re searching for businesses like yours on Google Search and Maps. Only pay for results, like clicks to your website or calls to your business.

You can get started in just five steps:

Step 1 Tell Google your goal (choose: calls to get customers on the phone, store visits or take action on your website).

Step 2 Decide where to advertise (Go global, countries, global or local).

Step 3 Create your message e.g. what’s best about your business in 3 short sentences and\or add a compelling banner.

Step 4 Set your budget cap (There’s no minimum spend and no commitment. Google will recommend a budget along with estimated results.)

Step 5 Go live.

In addition, Google will provide reports, insights, and ongoing tips, so you can track your progress and make your ads even more successful.


There are many Industry and Business Directories where you can register your company. These directories all offer a free registration service. By definition, if you are not registered, you will not be found in them. You should register with all of those that are relevant to your company.

The Kompass Directory

The Kompass Directory is the world's best quality company database covering 70 countries and over 33 million companies. Used by corporate marketing and sales departments worldwide to find new partners (with over 7.5 million visitors per month to the global site and 750,000 to the UK site), the Kompass Directory offers an unequalled resource.

You can do this in three different ways;

  1. Register your company for free on Kompass. (See the video: "Why you should add your company to Kompass”.)
  2. Upgrade your free company profile via Booster (UK only market) or Booster International (UK and international markets). (See videos: How to attract new business leads to your company profile on Kompass and How to drive more traffic to your company profile on Kompass.)
  3. Advertise on Kompass using Kompass Display Advertising.

Other Online Directories

The internet has spawned many online business directories and most, if not all, traditional print directories have migrated online. The following lists of such directories on The ExportersAlamanac may contain some relevant ones for your company:




Kopiki is a specialised Online Procurement Service matching buyers with suppliers (as such it can be considered an online marketplace). By registering with Kopiki, you can be invited to bid for private sector contracts.

How it works:

  • The buyer specifies the item they are looking for out of Kopiki's database of 10,000.
  • They then open a marketplace where buyers and suppliers interact anonymously.
  • Once a Marketplace is open, new suppliers are invited to join.
  • If the Marketplace is right for you, then you can join.
  • You can start building a relationship with the buyer.
  • When ready the buyer will select suppliers, they wish to contact.
  • Kopiki does not get involved in the transaction they just introduce buyers and suppliers.


After a free trial period, for £99+ VAT per month you get unlimited access to all the Marketplaces opened by all buyers.

See the video: Kopiki B2B Marketplaces.

To register as a supplier just click here.

LinkedIn has currently over 675 million active professionals. You can target them by: job title, function, industry, country, professional or personal interests. LinkedIn Business Solutions can help you build brand awareness, generate leads and drive website traffic.


However, please note, LinkedIn does not provide you with a channel to spam its members. LinkedIn would take a very dim view of any such attempt. It would also be extremely counter-productive – anyone receiving spam from within LinkedIn is likely to form a very negative view of both the individual and the company sending such messages. Therefore, any messages you send out should be carefully crafted and targeted so that they cannot be considered spam.

Nonetheless, LinkedIn offers an unparalleled channel for you to reach your market in an extremely cost-effective and focused manner. There are six steps to getting started:

  • Create your Campaign Manager Account. - This is LinkedIn’s all-in-one advertising platform. You can set up ad accounts, run campaigns, and control your budget.

  • Determine your objective. - Whether you’re focused on lead generation or brand awareness, selecting your objective is the first step to help LinkedIn streamline and customise your campaign.

  • Select your targeting criteria. - Selecting your audience works the same way regardless of which ad type you choose.

  • Choose your LinkedIn ad format. - You can use:

+ Sponsored Content - Sponsored content appears directly in the LinkedIn feed of professions you want to reach, and comes in three different formats: single image ads, video ads, and carousel ads.

You can also Use Direct Sponsored Content to test variations of your messaging.

+ Message Ads - Message Ads lets you reach your prospects on LinkedIn Messaging.

+ Dynamic Ads - Dynamic Ads use LinkedIn profile data - like photo, company name, and job title - to personalise ads. Select a Dynamic Ad format to personalise your message for each member in your target audience.

+ Text Ads - Text Ads are simple but compelling pay-per-click (PPC) or cost-per-impression (CPM) ads.

  • Set your budget and payment profile. - There are three options:
  1. CPS is used when you run Message Ads campaigns. You pay for each message that is successfully delivered.
  2. CPC is often used for action-oriented campaigns like lead generation or event registration.
  3. A CPM model is typically a better fit when brand awareness is the goal.

You will enter a suggested bid, daily budget, start date, end date, and total budget. Regardless of the end date you choose, you can cancel your campaign at any time.

  • Measure and optimise your campaign.

Once a campaign has been started you can monitor your campaign performance. And track the performance of your ads with conversion tracking. You can then adjust your settings to maximise results.

For more information see:

+ How to advertise on LinkedIn: Get Started in 5 Simple Steps.

+ LinkedIn - Maximise Your Budget.

+ LinkedIn - Ad-Bidding Tips.

+ How to prepare for your first LinkedIn campaign.

+ Create your first campaign.

+ How to set the right bids for your ads.

A push message is a notification that pops up on your screen.

Push messaging software is simple to insert into your website – and will ask visitors to your site whether they want to receive messages from you. By clicking on the “accept” option, they will then receive messages that you push out through pop-ups on their screen. These messages can include links to provide more details related to the message you send out. Therefore, the length of the message necessarily needs to be short.

Like mailing lists, you have to provide an easy option for users to unsubscribe.

There are a number of push messaging service providers. To review these, see: The ExportersAlmanac - Communications – Push Messaging Services.


N.B. If you choose to subscribe to Spotler’s Communigator Suite of Digital Marketing Tools, this provides a highly effective, flexible push messaging service which is fully integrated with email marketing tools.

YouTube is undoubtedly the most famous video sharing platform in the world. More than 84,000 videos are watched every second on YouTube. Furthermore, the ever-growing user base has propelled YouTube to the status of the second most visited website after Google in 2020.

You can use YouTube for 2 prime reasons:

  1. Publishing specific product information and service videos for existing clients. These should not only save your company in pre and post sales servicing but generally help your sales activity. (Customers consider these videos as prime value added services.)
  2. Promotional videos for your products and services. These are designed to generate sales leads.

N.B. If you decide that YouTube is a valid channel for your products and services, then if you do not use a professional agency, we recommend that you invest in some good recording equipment. Record your videos in HD and use a high quality microphone. This will help make your video look and feel professional.


Phase One - Roadmap

If you are thinking of using YouTube, then you should create a roadmap. The first three steps you should take are

Step 1: Determine why you need a YouTube channel in the first place. Decide on what your channel should be about and how the viewers are going to benefit from it.

Step 2: Prepare a content plan: the type of videos and how often they will be published.[1]

Step 3: What is your target in terms of subscribers and traffic conversion?

Step 4: Prepare you video optimisation strategy (see below).

Step 5: Brand your YouTube channel. It encourages visitors to take you seriously. It helps you increase brand awareness and spend more time with your audience.

Step 6: Use your company logo for your channel. On top of the banner image, you also can include links to your website and social media.

Step 7: Promote your videos via other media e.g.

+ LinkedIn.


+ SlideShare.

+ Your own website.

+ Your printed sales and marketing collateral.

Step 8: Bear mobile users in mind – and whether the video works without audio; 85% of YouTube videos are watched without sound!

Phase Two – Preparation.

Once you have set out your roadmap and decided on the video content, you should prepare the video.

Step One Video duration.

By default, when you create a YouTube account, the maximum upload length is restricted to just 15 minutes. However, the average video size on YouTube is less than 5 minutes. Moreover, the first 15 seconds of your video are critical for grabbing attention.

Step Two Different formats/scenarios.

Make sure to mix things up a bit by introducing new types of video formats or scenarios that keeps the users engaged. – Add an end-screen e.g. with calls-to-action to visit other videos or direct viewers to your website.

Step Three Learn from your favourite channels.

Besides being source of inspiration for your own videos, it’s also worth remembering that YouTube is an incredible resource for self-starting learners. There are hundreds of YouTube channels that will explain to you how to be a successful marketer.

Step Four: Research your competition.

Browse your competitors’ YouTube channels and take note of which videos got the most and least views. Watch these videos get a sense of what kinds of content your audience likes to watch (and what they don’t) and use that to inform your own content strategy.

Read competing video descriptions to see what keywords they’re using in their YouTube search optimisation. Use similar ones to boost your ranking in YouTube’s search pages and recommended video feeds.

Step 5: Add hashtags.

You can add up to 15 hashtags to your video description – and make your content more searchable on YouTube.

Step 6: Translate your videos into different languages.

Expand your reach by adding subtitles to your YouTube videos.

Phase Three – Optimise your YouTube ranking.

Your video ranking is important as it determines the position of your videos when a keyword is typed into the search box[3]. The ranks are calculated by the YouTube algorithm, but you can increase your ranking by considering the following:

Category: YouTube has some predefined categories and the videos that you upload must be put in the right one to get maximum reach.

Description: This is where you can play a lot with keywords, both short and long tail. Be very descriptive about your video. The description must be succinct and informative[4]. It can also have links to your landing page. Explain to the viewer why they should watch the video – what’s in it for them?

Keywords Find the right keywords – standard SEO stuff, right?

Subtitles: Subtitles do not carry much weight in terms of SEO or ranking, but they are a much-appreciated addition by the audience.

Tags: Tags are words or phrases that are used to help YouTube better understand the video. Make sure the tags that you are giving are related to the video that they represent.

Thumbnail: The first thing that the viewer is going it see when they are browsing through a list of videos is the thumbnail. Make sure that it is attractive and stands out! After your video is finished uploading, you can choose a thumbnail from the three options YouTube automatically generates, or upload your own.

Title: The next element that gets the most attention from both the user and the YouTube algorithm is the title. Ensure that the main keyword you are targeting is included in the title. Keep the title short – Best if less than 60 characters. This allows viewers see the whole title at a glance. Use clear and descriptive titles.

Phase Four – Monitor, Analyse, Adapt.

YouTube is not “fire and forget”. There are tools which allow you to monitor and analyse your traffic. You can then adapt accordingly to maximise the effectiveness of your YouTube channel.

Step One: Analyse your YouTube videos traffic sources and track the effectiveness of your videos.

Sign in to YouTube Studio, then go to Channel Analytics. While the number of views, likes, and dislikes are great indicators in determining the popularity of the videos, there are many more factors at play.

Step Three Ask your audience for Feedback.

All your videos must be created with the audience in mind. However, sometimes what you may think would work might not fit well with the audience. Hence, it is imperative that you understand their likes and dislikes.

“No-Cost” Advertising

There is the consideration that if you implement a successful YouTube video promotion strategy, you can generate leads without any ad investments.

In order to achieve this it is imperative that you optimise your video titles (as described above) to bring in as many valid viewers and sales leads as possible.

YouTube Ads

With YouTube ads, you can reach potential customers and have them take action when they watch or search for videos on YouTube – and you only pay when they show interest.

On average, businesses pay an average YouTube advertising cost of $0.10 to $0.30 per view or action, with an average $10 daily budget. That means every time someone views your ad or engages with your ad e.g. by clicking on a call-to-action, you pay c. $0.10 to $0.30.

Video campaigns run on YouTube and across the web through Google Ads. By targeting your video campaigns on YouTube and Google video partners, you can advertise to people at moments that matter. With a wide variety of targeting methods available to you, such as demographic groups, interests, placements, and remarketing lists, you can reach specific or niche audiences based on who they are, what they're interested in, and what content they're viewing.

There are seven steps to advertising on YouTube:

+ Step 1: Upload Your Video Advertisement to YouTube.

+ Step 2: Create a New Campaign in Google Ads.

+ Step 3: Configure Your Campaign.

+ Step 4: Select the People You Want to Reach.

+ Step 5: Select Where You Want Your Ads to Show.

+ Step 6: Select Your Marketing Video.

+ Step 7: Configure Your YouTube Ads Video Ad.