Managing your business in a digital world.
Are you able to effectively promote and expand business through the web and digital marketing?
As business owners or managers, are you seeking the right tools and services to navigate the world wide web and make it work for your business?
Do you need support, assistance and guidance to manage the cyber world?
GETTING THE JOB DONE
There is so much talk today about digital marketing and how it can help your business accelerate and grow, you just can’t ignore it.
It is no exaggeration to state that without a digital strategy, your business won’t keep up with the ever evolving, competitive market. Many business owners and managers are making the decision to shift their offline marketing dollars to online channels, where it is also more measurable .
With Australian business seeing an estimated 1.6% revenue growth in 2015, compared to virtually flat result in 2014 of +0.1%, it’s clear that now is the time to learn how to manage your online activity.
Together, we can assist you to build a digital marketing strategy to deliver optimal brand experience and discover new opportunities for driving ROI, identify where to improve your digital marketing and grow well into the future.
So let’s go.
IT'S HOW IT'S DONE
Remember, what works for your competitors ar another business, may turn out to be a disaster for your business. Realise what you have to offer and create your own digital marketing success. Identify what makes you different, get creative in how you share that with your potential clients.
Push the boundaries and don’t be afraid to think outside the box. We, as humans, appreciate original concepts, so let’s give your clients what they want!
Gather the facts - Utilising the data you have now, start analysing your current clients; their likes and dislikes, preferences, behaviours, and purchase history.
Where are you now? - Assess what is working and what’s not, where and how you need to change and liven things up.
Get creative - Doesn’t necessarily mean being outrageously different, identify your point of difference and work to highlight what matters in a creative manner.
Competitor knowledge - Understand your market and those you are competing against for to attract clients.
Develop your strategy, write it down, record it and review regularly to see if you are on track.
Don’t be ashamed to admit that something isn’t working, fix it or try something different.
Don’t make it onerous, keep it simple and workable.
Starting with a clean, classy website gives your business a base, shopfront if you like, to call home.
Put your best foot forward - Remember the old saying “a picture paints a thousand words”? It still applies, even more so today. What people see online needs to attract, engage and sell what we have on offer. Ensure your images and message are aligned and reflect the same thing, they need to connect with your clients.
Good structure and guidelines for images and fonts are very important to be effective in getting your message to your audience. If your web developer is not focussed on design, you may be missing some important tools and need to appoint someone to assist. Consistency in style across website and digital channels ensures message isn’t mixed or confusing.
Call to action (CTA) is what you want your customer to do to register for a newsletter, download a slide, paper or sign up for a webinar. Ensure you know what you want them to do and make it’s easy to act. At least 1, preferable more CTA on a page. Ensure phone numbers are big and easy to find, if you want them to call you - or use a tap to call for mobile sites.
Reduce the number of clicks to make it easy for customers to find what they want as quickly as possible, all you really need from your registrations is a first name, phone and an e-mail address, just enough to start communication.
Give them something to prove your value, then start building a relationship with them, teaching them about your product or service.
Viewers arrive at your website, or social page, because they looking for something specific or something you are offering has grabbed their attention. Offer what is important to them when they are buying what you’re selling. For example: as a digital agency we could offer “Is your website mobile ready? Download this FREE health check for your website.”
Social Media Marketing - It’s not just media, start networking. A well established social presence is about sharing content, having conversations and responding to customer requests. Know who you are talking to and what their needs are.
Identify your key channels - Focus on the few channel that will be effective for your business to communicate effectively, the channels that help you generate conversation and engagements.
Create a calendar - Plan your content, when and who is going to contribute. Be precise and do lot of research and plan now. Not every topic has to involve a conversation. Determine when customers need to “engage” or just make it easier to get things done.
What are you offering - Contests, rewards, and even exposure can be motivators. Remember, if you’re asking your users to do something, make sure that it’s easy and they gain something from it.
EDM - Email Direct Marketing - Many businesses use email marketing strategy as a collection tactic. While it may work in the short term you really need to make it worth their while to hang around. Growing a scalable and repeatable channel requires commitment, planning and delivery, your email marketing strategy can really build a path for growth.
OK assuming that you know about SEO, paid search, online ads and content marketing. Without going into detail about all of this, let’s highlight things that would really help you understand and how you could improve on your strategy.
Generating and managing leads - During the early days of the SEO and Web marketing, the focus was really on lead generation which is not a bad idea, but without management is totally useless. Focus on content marketing, you must ensure you improve lead management and nurture those who make contact, ensuring a long term relationship using framework, process, systems and most of all, commitment from you and your people, from the top down.
Align your exposure and efforts - Some organisations use only SEO and fail to utilise Paid Search or online advertising or vice versa. Recent studies by Nielsen, report that 64% of user interaction in search engines is on organic search listing compared to 34% paid interaction. This highlights that by aligning SEO with marketing strategies has an impact on ROI. If you are investing in paid search advertising, remarketing can help generate leads from lost click and increase your branding efforts.
Visitors need solutions - Sometimes the site experience, from a visitors perspective, isn’t providing the results your business needs. You can only maximize it’s value by ensuring the web experience is in alignment with those needs. Conversion Rate Optimization is about genuinely understanding the current needs and certifiable setting of your target group.
Long term SEO Plan - How important is your brand, as viewed by the major search engines like Google? It’s extremely important to align your PR plan with your social media plan, site usability, content and most of all engagement of your users. In ever increasing mobile world, search engines utilise more and more factors to prioritise which websites are displayed when a user does a search. Integrate your search, social and content strategy. Content needs to be fresh, visual, mobile and social.
Social promotions - Promoting your business on social channels can make all the difference to a campaign, so use your social channel wisely and tell your audience where you want them to go and what to do. So use your email list and blog, pay for social advertising and ensure you have those all important CTA on your social networks, connecting to relevant campaigns and offers.
LET’S GET SERIOUS ABOUT DIGITAL
Don’t go adding stuff to your website, unless you are serious about maintaining and tracking it. The foundations of your digital marketing strategy is the ability to build an digital list of customers by implementing strategies to encourage potential customers to opt-in.
Make it mobile- Accessing emails on mobile devices is fast overtaking desktops. Email content is more likely to be viewed on a smartphone first. Timing is critical in relation to what your readers are likely to be doing when they receive it. So make sure the initial email and the full article content is mobile responsive and readable across all devices.
Seek expert advice - To make sure that you develop a professionally digital strategy, and have the tools to implement it, we can help.
Creating and implementing a successful digital strategy is the future of business.