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Tag - marketing strategy

Case Study: How Digital Marketing Took a Business to the Next Level

Having an effective digital marketing strategy is central to creating a successful and recognisable brand in today’s digital age. With so many markets in a state of flux, being able to pivot in real-time to adapt to changing market needs is one of digital marketing’s key benefits.
SolarQuotes is a company that used digital marketing to do just that. The company helps Australians buy solar power for their homes and business.
Finn Peacock, CEO and Founder, started SolarQuotes with just $500 for Google Ads using the free wi-fi at his local public library. The company’s website now contains over 17,000 reviews of solar installers, solar panels and inverters.
Thanks to a strong digital marketing strategy, SolarQuotes now turns over about $3 million per year. While still a small business, there are several valuable lessons brand owners can learn from SolarQuotes’ success.
Invest in Valuable Content.
To build those first Google Ads, SolarQuotes needed something to advertise. Over time, the company has built up an arsenal of articles, blog posts and practical tools to help its users navigate the solar market.
These types of articles aren’t just general information about the industry, they contain useful and actionable advice and tools for their audience. You can read about how a specific product like The Sonnen Battery has an unclear warranty or about how leaders in the industry, like Tesla, are faring.
These articles highlight the key thing your content needs to perform well both organically and with paid ads: real value for your target audience. Don’t get too excited though—it’s not enough to just provide value. Your content must end up in front of the right eyes.
Leverage PPC ads wisely.
For SolarQuotes, these paid ads came in the form of Google Ads. There are many other options, like working with advertising technology that re-targets prospects, or social media ads that find a home for your content in already built niche audiences.
The SolarQuotes team has spent six years building up their Adwords account into a “highly optimised machine,” and therefore can rely on their ability to successfully target the market.
That initial $500 I told you about earlier—that went towards design, coding and the cost of clicks.
Peacock explained his strategy to The Sydney Morning Herald:
“I put up the website, tested the concept and when it looked like it had legs, I started spending on the credit card.” His next outlay was around $3,000 on advertising. “I only did it after I was confident that I would get a return,” said Peacock.
These Google ads helped him drive traffic to his website, but once these audience members were there, he had to figure out a way to keep them there.
Grow your Audience and Keep them Happy.
The company kept their audience with organic (in other words free) strategies. In addition to its website, SolarQuotes has several social media channels for which they have built a pretty robust following.
Their Facebook (26,000 likes), Twitter (791 followers with tweets every day), Google+ (423 followers), RSS, YouTube and Pinterest accounts all work toward distributing their content and allowing them to engage with their highly-active audience.
Build Media Relationships.
They didn’t just stop with content. SolarQuotes developed a mobile strategy that would allow them to harness the power of technology via apps.
The company featured several ‘Current Solar Incentive’ apps on various media websites like The Sydney Morning Herald, The Age, Brisbane Times, Weather Zone and more. They didn’t just talk about their product either, they grew their audience by talking about their success story, and putting a face behind their brand.
Customer Testimonials
Most importantly, SolarQuotes saw huge digital marketing success with their customer testimonials.
Their website features numerous testimonials from real customers and includes a blog that focuses solely on solar panel issues that customers may experience.
These testimonials and articles help build trust with new prospects that find SolarQuotes on the web and drive more leads for their business every day.
SolarQuotes’ success makes for a great story, but it isn’t unique. Businesses across the world are finding success by taking their digital marketing strategies to the next level.
There is one thing you can do to ensure your digital marketing success—ensure that the content, messaging and media coverage you promote is valuable to your audience. It’s through them that your business will inevitably grow.

Is the PC Really Dead?

So who still loves Personal Computers?  You know, those huge clunky things we place on top of a desk?  Haven’t you heard?  The PC is dead!

Who was it who famously said the PC is dead anyway?  Most techies attribute the statement to Mark Dean, one of the computer engineers who helped design IBM’s first personal computer 30 years ago.
“My primary computer now is a tablet. When I helped design the PC, I didn’t think I’d live long enough to witness its decline… but while PCs will continue to be much-used devices, they’re no longer at the leading edge of computing.  They’re going the way of the vacuum tube, typewriter, vinyl records, CRT and incandescent light bulbs.” Dean wrote on a company blog
We beg to disagree.  The PC (and by this we mean the desktop PC not the tablet kind) is still very much alive, admittedly it cannot boast as having the same marketing strategy or the sales up to be there with the latest tablets and other mobile devices.
Yes, people still do use the PC.  You just can’t see them because hey, you can’t exactly lug them anywhere you want.
Tech pundits who are fond of issuing statements as to the demise of the PC may have forgotten to factor in one thing; as long as there will be workplaces there will be PCs.
Why do most workplaces prefer PCs?

• It’s cheap.  If you are buying wholesale—and if you are buying for a company —you can actually get good deals.
If you have a reliable tech guy the best thing to do is not buy retail, but build your PCs from the ground up.  But this is also tedious and not all the parts you want may be available for all your PCs.
• It keeps you grounded.  This is short of saying it keeps employees in one location in the workplace, whereas having laptops or other mobile devices will have them moving around, picking for the best places where they feel comfortable working. Leaving your workstation is the first step in killing productivity.
• PCs are easier to modify and upgrade.  Want more space?  A faster processor?  Or a new internal fan?  What’s good about a PC is that the case allows for additional components or hardware.  In laptops there really isn’t much space for expansion.
• No worries about theft.  You can’t expect to get away easily with taking your workplace PC.  A shiny, new, compact, light and concealable laptop on the other hand…
• PCs are also easier to check for “violations of company” policy.  Like when people surf social media during working hours.
• You cannot throw a desktop.  Well, not as easy as throwing away a laptop anyway.  In work there is always work-related stress and sometimes you feel the need to throw things. And the smaller something is the easier it is to hurl across the room.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

 

YouTube Woos with “Youth Reach”

According to YouTube, advertisers must have YouTube as part of their marketing strategy if they want the attention and a loyal following among those in the 18-34 age bracket.
“If you want to win with that under 40 generation, you’ve got to be on YouTube,” Margo Georgiadis, president of the Americas for YouTube, said during Digital NewFronts.
While it is still second to Facebook in terms of advertising budget share, about a hundred brands all over the world are already spending to advertise with YouTube. However, YouTube did not announce any new partnership or any major project during the said event.
“We find ourselves in the middle of an incredible momentum,” said global head of content Robert Kyncl, “and we believe the momentum will continue. Why? There’s an insatiable appetite for online video, and that appetite is our opportunity.”
YouTube does indeed have the numbers to back up their boast. Just last March more than a billion unique users visited the online platform. The current tally of watched videos for both unique and regular visitors also averaged six billion hours of video for that month alone. This is up from January’s estimated tally of four billion hours.
Most of the viewers belong to the generation that grew up with the Internet.
What tops the viewing list? Among the most watched videos—still including Korean rapper Psy’s hits Gangnam Style and Gentleman—were cat videos and ads.
While advertising saw its heyday on television, Google Executive Chairman George Schmidt said television is no longer a threat and that Internet video has lorded it over TV for a while.
“The future is already here. Video is becoming the global shared experience,” he said during the opening of Digital NewFronts, digital marketing’s version of the event where TV networks promotes programming and sell ad spots to their own advertisers.
The comparison between Youtube and TV did not end with the opening remarks either.
“I thought that YouTube was like TV, but it isn’t. I was wrong,” Kyncl continued, “TV is one-way. YouTube talks back… TV means reach, YouTube means engagement.”
Some netizens were quick to comment.
“I agree that TV is over. I haven’t watched TV regularly for over six years. There isn’t even one in my home. However… I did watch about six hours of YouTube the weekend just gone. That says it for me,” Sigourney Juneau said over Stuff.
“The death of broadcast television is coming. It’s only a matter of time now,” said Scott Wilson over CNet.
“I love YouTube and use it all the time. Who wouldn’t? I love watching TV shows and watching bootleg concert videos for free. It’s ‘wicked’. Thanks Google!” another user commented.
YouTube is now actively moving to make more revenue from just mobile marketing. Just last month it announced it was offering paid subscription for some channels; a move that has yet to be determined if it is a good one or not.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image Courtesy: www.universalinfo4.blogspot.com.au