Whether you own a bricks and mortar or eCommerce business, a major brand or large corporation, businesses of all sizes can benefit from digital marketing.
We take a closer look at some of the digital marketing options to consider for your business and brand.
Email Marketing
Email marketing remains one of the most successful digital marketing platforms for converting leads to sales. Recent figures show for every $1 spent, email marketing generates $38 in ROI.
Successful email marketers personalise emails to their consumers, offering real value and content of interest to engage the reader and increase that all important click-through-rate. Targeting niche consumer groups by grouping mailing list recipients into certain demographics such as age, gender, and purchase or browsing history, your company can more accurately deliver the content your customers really want, rather than sending generic mass emails to an entire subscriber list. One recent study found 81% of online consumers are likely to make a purchase after receiving a personalised email.
Websites and Landing Pages
Regardless of your industry, your digital marketing strategy should include a website, and incorporate designated landing pages to promote key offerings. In today’s digital age, your website is often the customer’s first impression of your business. So it not only needs to look great, but your website should also offer an optimised user experience (UX) and feature a call to action (CTA). Integrating easy to use CTA buttons such as ‘learn more’, ‘book now’ or ‘join my mailing list’ encourages time-poor customers to act quickly and engage with your brand.
Landing pages and CTA’s do involve an element of trial and error, as results can vary among different industries, companies and customers. Don’t let this put you off though. Capturing web traffic data from your own website through measures like Google Analytics will provide valuable information about the visitors to your site, and their online behaviour. This allows you to further develop and customise your website to accommodate your customers’ needs and organically grow your ROI.
Content Marketing and Blogs
All too often we see businesses neglect blogs or content marketing, because they can’t see the connection between words and dollars.
Content marketing is an extremely powerful, and underestimated sales tool, capable of engaging, informing and entertaining readers while influencing their purchase decisions.
Surveys have found content marketing generates three times more leads than traditional outbound marketing, and costs 62% less. While digital marketers who prioritise blogging are 13 times more likely to realise a positive ROI.
Blogs and articles have the unique ability to market to a consumer, without making the reader feel like they’re being sold to. Content marketing allows businesses to position themselves as industry leaders, demonstrating their knowledge and skill in a practical manner instead of merely advertising products and services through a display ad.
Social Media
Social media can be used in a variety of ways to market your business, from simply increasing brand awareness and consumer engagement, to being the core driver of sales.
Mark Zuckerberg recently announced the milestone of two billion users on Facebook, making it by far the largest social media network in the world. And that trend is reflected closer to home too, with the 2017 Sensis Social Media Report revealing almost eight in 10 Australians now use social media, along with 47 per cent of small businesses, 49 per cent of medium sized businesses and 60 per cent of large businesses.
The report also revealed 64 per cent of Australians are more likely to trust brands that interact positively with customers on social media.
Although setting up a social media account is free, there are costs involved to maximise your page’s content, reach and engagement. You’ll need to consider how much you’d like to invest in a monthly advertising budget, and think about the time and costs involved in managing and monitoring the page, and planning and creating the content – which might include professional videos, photographs and copywriting.
You can measure the ROI by making use of built-in analytical capabilities that can provide valuable data on how people engage with your social media posts, including click through and conversion rates to your website and sales pages. Most businesses however are happy to measure their success by the growth of their followers and likes, as evidenced in the Sensis report.
When Twitter first emerged, it was famous for being the platform with the 140-character message limit. Since embracing more visual and video content, Twitter has relaxed the word count, but it’s still entirely appropriate for users on Twitter to share a brief text-only message – which isn’t suitable on any other social media platform. Twitter claims 85% of its users believe Promoted Accounts help them discover new businesses on Twitter, which is a promising statistic for businesses looking for consumers in the social media space.
Instagram is a predominantly visual medium, allowing businesses to showcase their products and personality on a digital global stage. More than 80% of Instagram users follow a business, and promoted products have the highest engagement rates of all content types.
With more than 467 million users, Linkedin is the biggest social referrer to corporate websites. The platform provides a targeted approach to digital marketing and professional networking, particularly for engaging the interest of potential investors and corporate employees.
Podcasting
Podcasts are an innovative and influential marketing tool being increasingly used by a growing number of businesses globally. A study by the Interactive Advertising Bureau and Edison Research showed that 65% of listeners are likely to purchase a product after hearing about it on a podcast, suggesting consumers are receptive to advertisements delivered in the right context or environment. While podcasting has been around for more than 10 years, the number of podcast listeners is increasing. Listeners tuning into podcasts come from a wide range of backgrounds, ages and interests. Recent surveys have found at least 22% of younger podcast audiences tend to listen to more than 10 hours a week, whilst older audiences aged 55 and above tend to listen to around an hour or so in the same time frame. With this in mind, companies have the opportunity to develop podcasts that target and grow their niche audiences, in order to deliver a desirable ROI. And you don’t have to create your own podcast. Brands can enjoy the same benefits from exposure in collaboration with other podcasters.
Google Advertising
Advertising through Google’s image ads allows businesses to reach all new heights of consumer targeting and engagement. Google’s highly detailed analytical features allow brands to target specific customers based on their online habits, web browser history and search information.
So if, for example you sell jewellery, fashion or car accessories in an online store, and you advertise using Google’s image ads, you can entice leads to become return customers by having your product galleries display on their web browsers, embedded as a display ad on other websites. Perhaps they visited your online store and popped a few items in the cart but didn’t check out? You can give them a gentle reminder by displaying those same items in front of them while they’re reading the daily news.
While a cost per click (CPC) element applies to this form of marketing, using Google image ads returns a 31 per cent click through rate, higher than Google’s text based ads of 23 per cent. These types of ads are displayed across sites that consumers commonly use including Facebook and other websites on Google’s advertising network AdSense, allowing you to market your business on multiple platforms with a single digital campaign.
Ultimately, all of these digital marketing measures work to drive traffic to your website, and can be used alone or in unison to build a synchronised and multifaceted marketing strategy. Web analytics allow you to track results like web traffic and sales conversions, illustrating the link between your marketing platforms like social media or blogs, and making sales. And while there are no one-size-fits-all solutions when it comes to digital marketing, you can certainly consider these options as some of the most popular and successful platforms for marketing in 2017.
Tag - Google
Time to Get (Digitally) Active!
Australian small business owners, we need to talk.
About what you may ask? Well, it’s a little awkward but there’s something I really need to tell you.
You need to be active online.
Don’t be mad. I know you have a million things to do. I know you think this internet thing is all too hard. And you probably know lots of people like you that who also think this online marketing is a waste of time.
Which makes them and, hate to say it, you wrong, deluded, misguided and completely out of touch. And that’s being nice.
The most recent Australian Bureau of Statistics figures show that only 41.6% to 44.4% of SMEs have an online presence. That compares to 97% of large companies.
If you were smart – which you have to be to run a successful small business – you’d see this as an opportunity rather than a problem. On average, most of your competitors are missing out on building their brand, engaging with current and potential customers and positioning themselves as thought leaders.
And the good thing is that it doesn’t cost a fortune to get involved. In fact, with a little imagination and effort you can be online in no time.
So why am I going on about this? Your business has survived so far, what’s the rush? I always like to answer that by suggesting that you look at your own online behaviour. See how many of these sound ‘familiar’ to you: research restaurants, possible illnesses, movies, potential partners, latest celebrity news, check your bank balance, pay your bills and get a new employee.
Heck, it would be easier to list what we don’t do online than to list everything we do.
So isn’t it time to commission a new website, or to start regularly emailing your customers, or create a Facebook page? How about starting a blog and writing regular posts. And while you’re at it you’re only a few taps away on your smartphone from recording videos to post on YouTube. All of which will in all likelihood find itself to the internet’s big bopper.
Google is used by Australians 6 million times every day to search for goods, services and information. According to a Fleishman-Hillard study 89% of consumers search for information online before making a purchase. I’d wager that a fair few of your current or potential customers make up those numbers.
So I guess the final question is “WHAT ARE YOU WAITING FOR????”
Being active online is simple but it’s not easy. It takes consistent work, dedication and focus. But think of the competitive advantage! And hard work? Pffftt, you’re not scared of hard work, right! For your sake you have to be in it. Run to your nearest computer or smartphone and start!
Now.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Images Courtesy: www.unziptheweb.com, www.digitalbusiness.gov.au
Twitter’s Grand Design
So Twitter has been quite active recently. It’s what’s to be expected from a network of Twitter’s calibre; as a recently listed company they have quietly introduced a new profile pagedesign to a limited amount of users (a complement to an earlier redesign). As one of the top ten biggest social networks, it was only a matter of time before the little blue bird would make it into the stock exchange, thus constant updates are to be considered a necessity.
The new design has however been far too familiar for some users, as it’s quite similar to updates as seen on Facebook and/or Google+. Changes include:
A larger profile photo and a wider header photo;
Tweets are no longer arranged vertically, but scattered in a way resembling a news feed;
A design focusing a lot more on images and video in general;
One might wonder where this is heading. Becoming more image-oriented is one way of taking on competitors like Instagram (and owner Facebook) head on, while changes to the timeline could be a way of making it more compatible with sponsored tweets. Ultimately; these recent updates has made Twitter a significantly competitive communication platform for marketing.
At the time of writing, it’s not sure whether or not all changes will be applicable, but it gets you thinking about the future of social media (in terms of this becoming generic interface) and its impact on the user experience. Competing social networks are moving towards similar end results – they want to connect people, they want users to share quality content, they want ad revenue and they want to be the social network user’s preference over their competitors. Piece of cake?
There are similar problems solved with similar solutions. Twitter started out allowing # and @ in posts, Facebook then followed suit as it’s a great way of connecting users with one another (consumer and brands). If an image oriented interface gives Twitter the opportunity to compete with Instagram, then that might be just what they needed to enhance the network’s functionality. If a profile page design works more effectively than others, then why change a winning concept?
Video is currently receiving a double golden thumbs up award for being the best communication medium, predicted to make out 50% of the total online consumption in 2014 and 69% in 2017 (according to a Cisco study cited by The Guardian). This would have us expect social networks to adapt accordingly. Will this result in a number of social media platforms looking pretty much the same? And how will they evolve from there? Either they fall back on their respective niches, or they merge into some kind of super network. We can make great things happen if we collaborate, or is that being overly optimistic?
What we see is the evolution of social media – the survival of the fittest. In China, social network RenRen took a swing at competitor Kaixin by buying the kaixin.com URL and use it in quite an unethical way. You’d like to think that this is an exception, but in the future we could be watching the ultimate showdown of the social media networks – a dirty fight to the death. Because at the end of the day, users don’t really care about the company providing the service or product. They want solutions to THEIR problems, and the one who provides these solutions will be the last one standing.
Twitter’s updates may have it looking more like its bigger competitors, but this is all part of evolution. In the end, it’s not about who has the sharpest teeth, it’s about who produces the best ideas – the best results.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image courtesy: dribbble.com, crave.cnet.co.uk
Behind The Curtain
Google is boldly going where few men have gone before – all in the name of social media
An interesting story is emerging from North Korea. Surprisingly, it has nothing to do with rocket launches or tensions with South Korea. Rather, it centres on the visit currently being made to the ‘pariah state’ by Google executive chairman Eric Schmidt.
Although officially billed as a ‘private, humanitarian mission’, Schmidt’s travelling companion, former New Mexico Governor Bill Richardson, said of the high-profile executive, ‘I’m sure he’s interested in some of the economic issues there, the social media aspect’.
Richardson declined to elaborate on what the ‘social media aspect’ might be, but it is tantalising to think that one of the world’s most secretive countries may stand on the verge of being ‘opened up’ (in a similar vein to Burma/Myanmar) and that social media may play a part in that.
Of course, this may simply be a question of Kim Jong Un and the other leaders in Pyongyang bowing to the inevitable – as even China has been powerless to stop the spread of social media, despite the lengthy ‘cat and mouse’ game its censors have played with Google.
It seems inconceivable that, in a country where the Internet is strictly regulated, the North Korean leadership would allow completely free and unfettered access to the World Wide Web or an uncensored social media landscape (although, as The Message has pointed out before, those ideals are arguably unattainable anywhere). Nevertheless, the country is certainly endeavouring to modernise its infrastructure by modernising farms and digitising factories, with Kim Jong Un recently delivering a keynote speech in which he cited expanding science and technology as a means for improving the country’s economy as a key goal for 2013.
Seen in that context, the visit from the man who oversaw Google’s expansion into a global Internet giant is certainly a timely one.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.