marketing back to basics

Marketing: Back to Basics

Marketing. Where should a business start?

I’ll start by acknowledging that of course, not all businesses are exactly the same and therefore, how we market ourselves can be different based on our business model, as well as other contributing factors.

In this blog, I will be referencing brick and mortar businesses as well as service-based businesses, such as trades, that service a region/geography.

I have also summarised sections of the content within this blog and created short videos which are available for viewing here anytime.

A successful business has many components, and in this article, I want to focus on marketing and advertising.

marketing structure and foundation

Your business needs structure and as with any decent structure, that is to stand the test of time, a solid foundation is paramount to success and longevity.

The principle of this structure is your brand.

You wouldn’t dream of just building a house on any old patch of dirt without first, clearing the block, levelling and preparing, and then laying a rock solid foundation to build upon and your business should be thought of in the same way.

Building a house requires a team, all with varying levels and degrees of input.

Some of these members include:

  1. Family and friends
  2. Financial advisors and institutions
  3. Legal representatives
  4. Tradespeople
  5. Local and State governments

In same way of thinking about building a house, some crucial “members” or components of your marketing team I would strongly recommend acknowledging and considering are:

  1. Business Name
  2. NAP (Name, Address, Phone Number)
  3. Website
  4. Google (and other search engines)
  5. Google My Business
  6. Social Media Profiles
  7. Directory Listings / Citations
  8. Reputation / Trust Building
  9. Blogging

These are all important factors and I strongly recommend paying attention to each of them and their active roles.

Individually, they each lay a little part in the overall goal but combine them together and you are now in a different league.

What is a name?

First of all, you need to check with authorities such as ASIC (businesses in Australia) and make sure the trading name is available and that the structure of your business / company is set up in in accordance with the relevant regulations and laws.

You may think you have been clever by creating your business name from combining particular words but if it is too obscure it can be hard to remember, let alone spell, for someone who may look for you on the internet?

I recommend Google searching your industry and try not to use the name of a competitor as you may confuse your potential customers as well a possibly breach copyright laws and be forced to change your name which will be costly in many ways.

Consider avoiding using your own name unless you are an established brand or have other reasonable circumstances.

Always consider the end goal of one day, actually selling your business.

“Strikeforce Electrical” is probably more appealing to a potential buyer than “Andrew’s Electrician Services”

You may also want to consider the scalability of your business prior to deciding a name.

“Strikeforce Electrical” could be expanded across the country whereas “Strikeforce Electrical Services Brisbane” is going to be difficult to market in Melbourne.

NAP (Name, address, phone number)

Google can be one of your best allies in business in so many ways.

The reality is that Google doesn’t really ask too much of us, besides what you may have been told over the years or lead to believe by some “expert” or “guru”.

It makes sense to keep things simple and to give the search engine giant the best opportunity to get to know you and trust your business.

It is extremely important to list your business name, address, phone numbers and email (NAP) exactly the same across website, Google My Business, social profiles, directories and citations. 

WEbsite

Everything should really revolve around your website.

It is your hub.

Unfortunately, a $200 templated website or a free website through Go Daddy, Wix or Weebly is not really going to give you the best opportunity to compete on search engine for a variety of reasons and factors.

What is a “good” website?

You may like the look of your website but this should not be the deciding factor as to whether it is good or not.

You want your website to work for you.

Considering factors include ranking on search engine, easy to navigate, mobile responsiveness (responds to device used by visitor), keeps the visitor engaged and helps convert to an enquiry or sale.

A website should be developed for both search engine as well as designed for high conversions.

If you want your website to rank well on search engine such as Google, it needs to be “optimised for search engine”.

It needs to load quickly and be full of rich unique content, have great links onsite as well as backlinks. I strongly recommend engaging a proven specialist for onsite optimisation such as title tags, meta description, schema mark-up and more.

I cannot stress enough the importance to seek professional guidance and assistance when it comes to building your website.

Invest in this component of your marketing and it will serve you well for many years into the future, fail here and it will be extremely costly in more ways than one.

google

google

Your best friend in business. Your partner and number one ally.

There are, of course, other search engines to keep in mind and to build relationships with but with over 90% market share in Australia, let’s focus on the biggest first.

Be respectful, don’t cheat or manipulate the relationship, try not to take it for granted and Google will have your back.

Never before have businesses actually had it so easy when it comes to lead generation as well as tracking and reporting of campaigns and marketing investments.

Long gone are the days of guessing how well your marketing dollars are working for you.

Organic results, commonly referred to as Search Engine Optimisation (SEO) will take time but once you achieve these results, it is usually quite easy to maintain well into the future.

There is no exact formula and I would recommend allowing 4 to 6 months (from initiation of a new business) to gauge the campaign results. Be patient, as some popular and more competitive industries can take up to 12 months before seeing any upward trends in organic traffic.

Yes, Google are making hundreds of updates per year to their algorithm, but we need not fear these as many would have you believe.

Google is making updates so as to, in its belief, offer the best possible outcome and experience to the end user which has been their number one goal from day one.

google my business

google my business

I still hear, from many business owners, that their goal is to rank page one and be number one organically.

There is nothing wrong with aiming to achieve this result, but to be honest, why not have three bites of the cherry?

Three chances are always better than just one?

A standard Google SERP (search engine result page) is typically broken down as follows: 

 

  1. Paid advertisers at the top, sometimes up to 4
  2. Google My Business Map listing, underneath the Google Ads
  3. Organic website / website pages listings, underneath the Google Map list

 

For a local bricks and mortar or a service-based business why not be found in all three of these sections?

If I had to choose just one, I would focus on GMB listing as the largest percentage of searchers go straight to maps. Don’t take my word for it, ask friends and family, they will tell you this!

It is vitally important to set these profiles up fill in all fields completely and thoroughly.

Google rewards activity.

Post on your GMB profile as you would any other social media profile as well as adding photos and video regularly.

Focus on achieving regular reviews for your business. Start with an achievable monthly goal of 2 to 3 new reviews each month and ensure you engage and reply with every one of these.

If you would like more information and help with achieving results from your Google My Business listing here are a couple of dedicated groups for you to follow or join:

 

Facebook Group –

Google My Business and Local SEO for Australian Businesses.

 

LinkedIn Group –

Google My Business and Local SEO for Australian Businesses.

social media profiles

social media profiles

Google basically expects you to have Facebook, Instagram, LinkedIn, Twitter and YouTube and so do the majority of your existing clients as well as potential clients.

There is no viable reason not to have these and to be active on them.

Too busy, or not knowing how is not a reasonable excuse.

I am often advised, by a business owner, that they “have a Facebook and Instagram account” as if by simply creating a profile it is “job done”?

A similar reference can be made to buying a lawn mower and sitting in the shed doesn’t mean you have a nice front lawn?

Social channels assist with lead generation, brand and trust building with both human beings as well as search engine.

Be active and if you struggle with creating and posting quality content, seek help.

The ultimate goal should be to generate engagement which can include, likes, follows, comments, clicks to links and traffic back to your website / landing pages.

directory listing

directory listings

Get your business listed on search engine as many times as possible.

Website, Web Pages, Google My Business, Social Media Profiles, Directories and Citations will all contribute to your overall brand as well as generate traffic and enquiries / leads.

Follow NAP (identical NAME, ADDRESS and PHONE number) as this builds massive trust with search engine and is vital for successful SEO.

A percentage of searchers can and will use directories to find a business, product or service and many of these good quality directories are free.

Ideally, you want to own the whole front page of Google when someone searches your specific business name!

I recommend “Google searching” your business name right now and check out the results.

Take note of how many listings, on the front page, are owned by you / your business.

If you would like some help and advice, take a screen shot and email it through to tony@mediabooth.com.au with the subject line: Help me dominate page1. 

reputation

reputation

You only get one chance at a first impression” is how the saying goes.

Nothing can be more truthful about your first impression online.

You literally have a couple of seconds to influence whether the searcher will read more of your profile, click on a link to your website or even tap to call as over 70% of all Google searches are conducted from a mobile phone as of 2019.

There are many profiles and platforms of which to obtain online reviews and thus can often be confusing as to which to pay the most attention to.

A few of these include Google, Facebook, Yelp, Bing, Trip Advisor,

These can all be beneficial for your business and brand but focus on Google first as this will yield the best return on investment by far.

Do not be scared of negative reviews.

By simply having a business means you are open to reviews and criticism. You will not remove the threat of a review by not having a GMB listing or Facebook profile.

It simply means that the reviewer will find another platform to vent and you may possibly never even be aware of it?

Engage your positive reviews by thanking the reviewer and ALWAYS engage your negative reviews.

Take ownership and recognise the issue, be professional and offer to resolve by way of a phone call or email communication.

You will be judged on how you handle criticism and complaints, and this can quite often result in more leads and enquiries!

blogs

A decent blog should contain 1000 words or more, images, graphics, links to your web pages as well as 3rd party authority sites.

Be informative and educational without being spammy and stuffing your content full of key words and phrases.

This can often result in penalties from search engine rather than a positive return.

Google typically crawls your website every 4 to 5 days.

The crawler or “bot” is reading information.

Google is a semantic search engine meaning it is learning and understanding more about your business, your services, your qualifications, your clients’ needs and more.

Think of your website content as a conversation with Google.

If Google actually met with you physically every week, would you perhaps bring some new content to the chat? Of course, you would!

Google wants to rank authorities in the industry on its search engine.

To become an “authority”, become an “author”!

A good piece of content can, and will, help you in so many ways it really is incredible value that will offer a return for many years.

By adding a blog to your website, if added correctly, will see an additional page included to your website. You want your website to have more good quality pages this month than last month and so on.

Each page, within your website, can rank on search engine and Google much prefers to direct the searcher to the relevant page rather than the home page and have them try to find what they need from there.

You should share your blog on social media profiles as well as partnering sites, with high value, aiming at driving traffic back to your website.

Post part of, and link, from your Google My Business profile as well as email out in your newsletter to your database.

This activity is loved by search engine and the more, the merrier.  

Analyzing marketing tools

These recommendations stem from over 16 years’ experience in both owning small businesses as well as offering marketing services both online and offline.

The suggestions I have made here are not unobtainable for business owners and are, in my eyes, a must if you want the best opportunity of results from your online efforts.

If you need any help with your marketing and lead generation activities, I would love to catch up sometime for a chat and will help wherever I can.

If I believe I cannot help, I will most certainly be able to refer to someone who I think will be able.

Tony Bentall

Digital Marketing Specialist

Media Booth Australia

tony@mediabooth.com.au 

0477 775 348

star star
×

What our clients say

    4 essential elements of a franchise marketing strategy

    4 Essential Elements of a Franchise Marketing Strategy

    For a business owner, venturing into a franchise creates a new phase of growth. However, ensuring you are creating a profitable brand that can be easily recognised across all locations can be a difficult task. As a franchise owner, having some troubles with your franchise marketing strategy is not uncommon and sometimes it can be one of the tougher tasks to complete in the marketing sphere.

    A marketing strategy for a franchise can be inherently different from a stand-alone business. A targeted marketing plan is essential for each location due to the changes in the market area, population, local competition and individual interests of each region. 

    The main question now is: how do I create one cohesive marketing strategy? 

     

    Below are four essential elements for creating a franchise marketing plan.

    #1 Maintain consistent branding

    When putting together a marketing strategy for your franchise, it’s crucial to tell a consistent story, regardless of the location. Franchise brand consistency is required to establish a unified marketing message

    Providing a brand manual that your franchise can follow will discourage individual franchisees from steering away from the key message. The same graphic design elements, tone and voice should be consistent across all communication channels. If done correctly, your franchise’s brand could be one of the businesses most important assets.

    #2 Delve into online marketing opportunities

    4 essential elements of a franchise marketing strategy - SEO

    You could solely focus on platforms such as TV, radio, direct mail and print advertising. However, in today’s digital age, strategies should extend into digital marketing tactics such as social media, SEO, PPC and video. In saying this, a big mistake people seem to make is wanting to try every platform out there. This can be a great strategy if you have the resources and audience on every platform. Although there are a lot of effective channels available – prioritising these channels is key.

    SEO should be a crucial element in your marketing strategy. Your goal would be to get your website as high in the search engine results page as possible. With 55% of searchers clicking on a website in the top three spots, getting you up there in the results page is important. This means your website will need high volumes of unique, relevant content, while also being fast, secure and mobile-friendly.

    Investing in locally targeted search advertising is also another way you can boost your local search engine results page. Running a local campaign for a particular franchise region can be enhanced by customising the message to appeal to the interests and needs of their area. 

    Social media is also an online platform that can offer your franchise a direct line of connection and communication to targeted audiences. It will aid in establishing brand personality and exposure for your franchise.

    #3 frame your local strategy

    Your franchise could be selling the best product in the world and have the most persuasive marketing message but if you don’t deliver these strategies to the right audience it won’t ever work. To make the most of your franchise marketing strategy, it’s important to incorporate a localised campaign.

    A small-scale marketing strategy should focus on that specific community by personalising the message for this particular audience. Targeting these distinctive audiences with strongly branded content will allow the individual franchise revenue to grow. However, it’s important to note that your local marketing strategy must embrace the national marketing strategy of the franchise.

    #4 Research and understand your competitors

    4 essential elements of a franchise marketing strategy - SEO

    If you can recognise and respond to this forever growing and changing industry before your competitors, this will give you an edge. You must be aware of current competitors and new competitors so you can try and stay ahead of the game. Analysing and understanding your competitors will give you a glimpse into the current climate of your industry.

    Even though competition for customers is fierce, a thought-out marketing strategy will help you stand out from the crowd. Ask yourself: what could I do to pull ahead of my competitors?

    Ready, set, grow!

    Constructing a franchise marketing strategy that meets the four elements mentioned will allow your brand to grow and be successful. Understanding the specific market that you’re targeting and using effective channels to reach these audiences will make you stand out from your competition. 

    It’s no doubt that establishing a well thought out franchise marketing strategy is tough. Here at Media Booth we have put together a comprehensive and affordable franchise marketing package to benefit both franchisee and franchisor.

    If you’re looking for a consultation with our franchise marketing specialist feel free to call 1300 012 346 to get the help you need. 

    star star
    ×

    What our clients say

      top-5-tips-small-business-covid-19

      Top 5 Tips for Small Businesses during COVID-19

      Many small business owners will undoubtedly be faced with some downtime over the coming weeks and probably months. Why not use this time productively and get on the front foot when we return to some kind of normality? Here are my top 5 tips for small business during COVID-19. Firstly, don’t panic. This emotional reaction is rarely good for making any kind of decisions let alone those that revolve around your business. To help you remain calm seek opinions and advice from professionals in your network.

      Franchise marketing

      The Benefits of Franchising in Business

      For many of us, owning and running our own small business is the stuff dreams are made of. It is however rare for a franchising business model to be looked at as the pathway to achieve these dreams. 

      Freedom, lifestyle, challenging, rewarding, satisfying, are some of the words and emotions felt by those that are just not cut out to work for a boss or are looking for a challenge.

      For some, it is a natural path from early on as this entrepreneurial itch has been ever present and for others perhaps it is forced due to job scarcity or a new interest in their life?

      Whilst extremely rewarding at times, running your own business can often lead to risking it all and unfortunately, losing it all.

      Homes, assets, credit ratings, relationships, marriages, confidence and mental stability are just some of the losses experienced if the business turns ugly.

      However, many have ventured down the path of self-employment before you and many will long after you have retired in the Bahamas somewhere.

      Those that have chosen this life share a special and unique bond that only business owners will ever truly understand.

      My advice is to surround yourself with as many smart people as you can.

      Those that have been there and done it for themselves.

      Those that have been successful and especially those that have failed.

      It is quite often these people that have learned the hardest lessons of all and therefore have the experience to assist you so as to not to make the same mistakes they have.

      The "F" Word.

      The franchising and licensing business models have many fantastic benefits to them and reduce the risk exponentially.

      When initiated correctly, professionally, fairly and for all the right reasons, a franchise can be hugely beneficial to all involved and can quite quickly become a powerhouse in their industry or niche.

      Franchising and business go hand in hand, and below we will look at the benefits to the franchising business model and how to execute a successful marketing and lead generation strategy.

      Become Part of a Team

      “To come together as a team to achieve a common goal” is the definition of Team in the dictionary.

      By nature, a team has a fantastic opportunity to utilise skills and attributes from each of the members.

      Franchising-business1

      Working together can spawn enthusiasm, inspiration as well as new ideas and ideals.

      Highlighting a common goal can keep everyone on track and focused on the same direction.

      Sharing of workload is another benefit to being part of a franchise team as many hands do make light work.

      Fun. Who doesn’t want more of this in their lives?

      Catching up for regular brainstorming meetings or drinks after work can often help in making your work or job just a little bit more fun.

      More reasons as to why having fun is so important in our lives.

      Structure

      Successful businesses quite often share the similarities of structure, processes, procedures and automation.

      Franchising-business2

      With a proven structure to follow, a new franchisee can literally follow the steps and be confident of the outcome.

      Without structure, many business owners will waste hours of their time by not heading in any one clear direction. This can lead to lack of uniformity as well as impact profitability.

      Take McDonalds for instance. Everything is structured and processed right down to how many pickles goes onto a Big Mac.

      It matters not whether you are in the London, New York, Tokyo or Brisbane, when you order a Big Mac from McDonalds, you know exactly what you are going to get any time of day or night.

      This is not by chance. The golden arches have invested millions of dollars, if not billions, on structuring, systemising and processing their business model and it works.

      Training

      We should never stop learning and we should never stop innovating.

      The world needs this to advance into the future.

      Without innovation there would be no smart tv, no advance in health and wellness and no bagless vacuum cleaners, we as a society would just forever stand still.

      Franchising-business3

      A company that rests on its laurels is a dead company in many industries.

      A good franchising business system should recommend ongoing learning and training of its franchisees.

      Many will offer an initial and extensive on-boarding training regime and the good ones will offer and promote on an ongoing basis.

      Further training can ensure legal responsibilities are met, assist productivity with new techniques learned and product availability as well as impress a future client or prospect.

      Compliance and Legal Obligations

      To be found non-compliant or on the wrong side of a legal obligation can be extremely costly in so many ways.

      Franchising-business4

      Many business owners do not have the time, let alone the expertise, to stay on top of these requirements themselves.

      Ensuring that compliance and legal obligations are being met is often the role of Head Office, this means that the franchisee can be assured their legal obligations are being met and that they are compliant and legal.

      To Market to Market

      Strategic partner building

      Build a network.

      Form alliances and strategic partnerships.

      Together, everyone can grow.

      Franchising-business5

      If you are a concreter, look at forming a good relationship with a landscaper, a fencing company and a builder at the very least.

      Refer leads to each other as well as link to each other’s websites and social platforms.

      A referral is always going to be much easier to close than any other lead you generate.

      Look at who could refer work to you in your industry and reach out to these people.

      Perhaps you could incentivise them to refer their clients to you?

      Utilise Your Buying Power

      Nobody wants to pay full retail. Ever.

      Franchising-business6

      Sure, a stand-alone business can negotiate a good deal with suppliers and service providers but will struggle to reach the potential that a franchise has.

      The franchise teams buying power is huge and resellers understand this.

      They also understand the potential future they have with a franchise as the majority are always looking at expansion of some kind.

      Expansion = volume.

      Volume = more sales for the reseller and everyone loves sales.

      From vehicles, to sign-writing, to telecommunications to marketing, trade and industry suppliers to insurers and professional services, negotiate and then negotiate some more!

      Trust building

      Results are reliant on trust.

      Franchising-business7

      Your colleagues rely on it, your suppliers rely on it, search engine relies on it and so do your future customers.

      It is most business owners dream to have their website rank well on search engine and for Google to generate good quality leads and enquiries each and every day.

      This is achieved by building trust and proving your authority to search engine.

      Ideally, a great online structure is to have the head office and the main website and then a mini website set up on a sub domain.

      For example www.tonystiles.com.au and then the Brisbane franchisee would have www.brisbane.tonystiles.com.au as their mini site on a sub domain

      Of course, your website should be developed by a reputable specialist who also understands search engine optimisation.

      The mini website would have 4 to 5 pages of content unique to them focusing on demographics and geography.

      Head office would have its own Google My Business profile as well as Facebook, Instagram, LinkedIn, Twitter, YouTube etc as well as listing the main website on 30 to 40 local and free directories.

      Replicate this for each of the franchise locations and you have a fantastic online presence with huge authority in a very short period of time.

      Branding

      A strong trusted brand is the echelon of business.

      Typically, building a strong brand can take many years and huge budgets.

      Franchising-business8

      However, we can now build an extremely powerful brand quickly thanks to the online world.

      When an enquirer Googles your business name, there a few things we can do to ensure a great first impression to the prospect.

      Ideally, you need to have a great Google My Business profile that is filled out correctly, has some great relevant images and video as well as some good recent reviews.

      This will ensure Google displays your Knowledge Graph.

      Franchising-business9

      The next point of attention should be every organic listing owned by you.

      These listings will be made up by pages with your website, social media links as well as directory listings.

      Franchising-business10

      To view this strong brand will give great confidence to the enquirer in the first 2 to 5 seconds of the search. 

      Build your brand for people and build your brand for search engine.

      Create and engage in a decent social media marketing campaign.

      Yes, your potential clients are hanging out here on various social channels so be sociable.

      Each new franchisee that comes on board and follows this set up will add to the overall branding to search engine which in turn will see immediate value and trust from them.

      Lead Generation

      It is always recommended to have multiple lead generating streams rather than have all of your eggs in one basket.

      By following the process laid out under Trust Building, you will have a very chance of generating organic traffic and leads from Google and other search engines over time.

      Most small businesses want (and need) to generate some high-quality enquiries soon after commencing in business.

      Franchising-business11

      The solution to this necessity is paid advertising or pay per click.

      Regardless of what you have heard about Google AdsFacebook or Instagram paid campaigns truth be told, these are a god send for anyone in business interested in building enquiry volumes.

      They enable you to define your target audience demographic and geographic, like never before seen, and to invest your marketing dollar into advertising to only those likely to actually buy something!

      Across all search terms we know the number to be around 20% to 25% of all traffic will click on a paid ad. These numbers are not to be ignored.

      Franchising-business12

      By having a Google Ad running, your business listed in the Google My Business Map Pack, as well as having a good organic ranking, you can have 3 bites of the cherry, so to speak.

      I recommend focusing on lead generating offers and campaigns.

      If you are posting on social media, mention an offer for that month only or for the next 5 people that comment or share you post.

      Give your audience a reason to act now instead of just blending in with 99% of other business advertising messages they will be exposed to that day.

      I am not necessarily a big fan of discounts, but I love value adding!

      The concreter that specialises in driveways could give a 3-month car wash subscription with every driveway sold this month.

      The house painter could give a 2-night stay in an apartment in the city with every full interior paint sale made.

      Focus on what makes you unique and your USP (unique selling proposition).

      Stand out against the crowd.

      Of course, there is more to running a successful business or franchise but follow these recommended guidelines and you will be off to a pretty good start.

      Should you like to discuss your business, business marketing or lead generating and anything franchising, please reach out anytime.

      star star
      ×

      What our clients say

        The-Top-10-Reasons-You-Should-See-a-Digital-Marketer-ASAP

        The top 10 reasons why you should meet with a digital marketer as soon as possible.

        Please let me start off by saying this is not a spiel from a digital marketer to try to generate more leads.

        I’m not here to spruce our services or any special deal for this month only or the first 10 enquiries. 

        I totally get that business owners receive multiple emails and phone calls every week from SEO experts all around the world promising page 1 rankings but let’s look past that for just one minute. 

        There are very few businesses that can survive, let alone grow, in this day and age without a half decent website and online presence. 

        Believe it or not, there are actually quite a few decent digital marketers and agencies out there that can certainly assist in helping you with both branding and more importantly, lead generation.

        Here are the top 10 reasons I strongly recommend meeting with a digital marketer as soon as possible.

        1. A Health Check up

        Many digital marketers offer a comprehensive health check and audit of your website and online presence for free.

        These agencies often pay hundreds of dollars per month for the latest in reporting software and various tools.

        They are usually more than willing to give you extremely important and useful insights into what you are doing well and where you may want to focus your time and energy.

        With so much riding on websites, social media and online enquiries, I struggle to see a better way to spend an hour or so of your time in the coming weeks?

        the-top-10-reasons-why-you-should-meet-with-a-digital-marketer1

        2. The Dreaded Algorithm Changes

        Yes, by now the majority of us are aware that Google, and all other search engines, make many updates to their algorithms each and every year.

        In 2018, Google reported over 3000 updates in the calendar year.

        Many of these are quite minor but some are quite major and have significant impact on where you rank and also the potential for penalties.

        3. Knowledge

        I don’t believe that knowledge is power, instead I believe that knowledge has the potential to be power.

        The more knowledge we have, the more opportunities and options will be available.

        By educating ourselves, the better equipped we will be at making informed decisions and sourcing solutions to any issues or problems that may be present or face us in the future?

        the-top-10-reasons-you-should-meet-with-a-digital-marketer-3

        4. Justification and Clarity of existing Providers Performance

        Many business owners are engaging with a digital marketer or agency and are unsure if the results are up to scratch?

        I would be wary of meeting with a marketing consultant that bad mouths your existing provider.

        However, they should be able to offer some advice and give honest feedback as well as recommendations of what to pay attention to even if they feel they are not going to win your business in the short term.

        Quite often, by asking a few questions to your existing provider, it can give them added incentive to pay a little more attention to your campaign.

        Top-10-reasons-why-you-should-meet-with-a-digital-marketer-asap4

        5. Budget Forecasting

        Bill shock. 

        No one likes it and few are prepared when it happens.

        Perhaps your website is getting a little old and needs a refresh in the coming months or years?

        Maybe you had a slow period repeatedly over the last few years and would like this year to be different?

        You may be interested in increasing your social media presence as well as increasing leads in foreseeable future?

        Why not create an implementation plan for creation of social profiles, content creation and posting as well as planning for increase in both enquiries and also sales that will be generated from the activity?

        This may include having to look at hiring staff to cope with the extra work or buying more stock of your product etc?

        By consciously planning for these times, they won’t come as a shock and we can also minimise the impact on our businesses and most importantly, our cash flow.

        top 10 reasons why you should meet with a digital marketer asap 5

        6. Identify Shifts in Market and Customer Behaviour

        Once upon a time, in the days of cassettes and only 4 to 5 channels on the television, when we needed to find a plumber, we opened the yellow pages or simply asked our neighbour for a referral.

        A good marketing consultant will be able to assist you in identifying your target audience as well as perhaps identifying new audiences?

        A good marketing consultant will be able to help you fish where the fish and also forecast where the fish may be swimming in the future?

        Top-10-reasons-to-see-a-digital-marketer-asap-6

        7. Networking Opportunities

        Typically, digital marketers have fantastic networks and therefore make fantastic networkers.

        Are you looking for a potential collaboration or forming a strategic alliance?

        Chances are your marketing consultant could give you some name and numbers of some good reputable referrals?

        Be sure to hand over some business cards and perhaps keep in contact as they may be able to refer some decent leads and business to you in the future?

        The top 10 reasons why you should meet with a digital marketer asap 7

        8. Save You Money

        While saving money is pretty high on everyone’s wish list I would recommend thinking about a better return on investment?

        Marketing and lead generation is about investing rather than just saving money.

        Invest $50 and see $100 return or $500 return.

        Very few business owners have a clear and concise figure of what a customer, a sale or a lead actually costs them?

        Wouldn’t it be nice to know that every qualified lead you generated over the last 12 months cost you an exact figure of say $8.50?

        Wouldn’t this information be useful for business growth if you knew your average dollar sale was $3500 and you had a closing rate of 35%?

        You could now quite easily plan to increase your business turnover by whatever percent purely based on increasing your current marketing investment.

        Selling your product or service has numerous amounts of steps and stages.

        We need to market and advertise on various channels and platforms, we need to generate a lead via website or landing page click, an opt in on a social media post or even generate a phone call.

        These all come from the traffic we generate through our marketing and advertising actions.

        What if your marketing consultant could help convert another 5% or 10% of your traffic to the next stage?

        This would give you a much better return on your existing marketing investment and possibly even reduce the investment required?

        The top 10 reasons why you should meet with a digital marketer asap 8

        9. Grow Your Database

        Although I touched on a better return on investment in the previous point, I wanted to mention building your database more specifically based on a conversation.

        I recently had a chat with a good friend who manages a camping store.

        When I asked about their target audience, she gave the expected reply of outdoorsy, relatively fit 30 to 40-year old’s etc.

        While yes, I agree these are the types of people they want coming into the store I suggested the actual audience, that is the easiest to sell to, are those people that have already bought something or even just visited the store.

        Until our conversation, the camping store had no email database they could advertise to and advise of upcoming sales, new products or new manufacturers they now had onboard?

        Pretty crazy when you think of the power of top of mind marketing?

        A good digital marketer will be able to help you funnel contacts, store easily and advise on various ways to communicate with them to achieve some outstanding return on investment.

        The-top-10-reasons-why-you-should-meet-with-a-digital-marketer-asap-9

        10. Help You Close More Deals

        While marketing and sales are different fundamental aspects of your business, many good digital marketers will be able to offer advice and assist you to close more deals.

        It is, I believe, the role of the digital marketer to be involved in the whole process.

        From identifying existing and new target audiences, branding, traffic generation, leads and enquiries, data capture, sales, closing and also follow up marketing and client nurture.

        The more experience, the more businesses your digital consultant has been involved with.

        Chances are they have assisted other business owners in the same industry and perhaps even some of your direct competitors?

        The top 10 reasons why you should meet with a digital marketer asap 10

        So, there you go, the top 10 reasons I believe spending an hour with a decent digital marketer could be the best hour you may invest this year.

         

        Author –

        Tony Bentall

        Sales Manager and Digital Marketing Specialist.

        star star
        ×

        What our clients say

          social-media-management-graphic

          What is Facebook & Instagram Remarketing/Retargeting?

          What is Facebook & Instagram Remarketing/Retargeting?

          Do you ever get the feeling your being followed (on Facebook and Instagram at least)? Well, it’s true. It’s called ReMarketing or ReTargeting and it is one of the most effective tools in digital marketing.

          Isn’t that right Mark?

          Do you wonder why an ad is displayed on your Facebook or Instagram feed for a product you have just been looking at on another website? It’s not a coincidence. In this article we will explain how it works and how you can utilise it for your business.

          So, what is remarketing/retargeting?

          The word ReTargeting was first used by Google’s Adwords platform and ReMarketing was later termed by Facebook, both essentially mean the same thing and are now used interchangeably.

          “Facebook remarketing (also known as Facebook retargeting) is a way of reconnecting with Facebook users who have visited your website. This is achieved by installing a pixel on your webpage(s), which relays information back to Facebook.”

          Spotstudio

          Image source: www.brianlawrence.com

          How do Facebook and Instagram know what websites you have visited?

          Facebook has a tool called a “Facebook Pixel,” which is a small bit of code that can be inserted into a website. This piece of code allows website owners to understand who is visiting their website and their behaviour. Although this may feel like an invasion of privacy, the concept of the Facebook pixel is to provide website owners with insight to their audience. They can then use this information to serve ads and content that they are most interested in. It is also incredibly powerful for business owners and marketers as it allows you to understand your audience and then serve them ads on Facebook & Instagram to remind them of your business. To see this in action, visit www.elementor.com, (this is a great WordPress builder btw)  and then refresh your Facebook news feed.

          You will likely see something like this:

          Image source: adparlor.com

          How do I see ads on Facebook and Instagram from websites I have visited?

          A business who is using a Facebook pixel on their website can create audiences based on user activity. This is called ReMarketing or ReTargeting. Within Facebook’s business manager, businesses can create broad or specific audiences. An audience could be as broad as “website visitors,” which will create an audience with everyone who has visited the website or a specific audience, such as “website visitors who live on the Gold Coast who visited a specific page on my website in the last 7 days”.  Businesses can then create ads specific to the audience they have created.

          “Over 90% of marketers surveyed in a study commissioned by AdRoll said remarketing is as effective or more effective than email, search, and other display campaigns.”

          Hubspot

          Ps. We are also running remarketing ads. This means that once you exit this page and then head over to Facebook and scroll through your news feed you’ll see our ads.

          How do Facebook and Instagram know what items I am looking at online?

          Have you ever shopped online for a product but didn’t commit to the purchase and then you see the exact product on Facebook or Instagram? This is called Dynamic ReMarketing or Dynamic ReTargeting.  With the help of the Facebook pixel, businesses can automatically create Facebook and Instagram ads tailored to specific products you have been looking at. This is possible by adding products within Facebook Business manager to a catalog. This catalog is directly linked with your online store so that Facebook can serve ads for the exact product you were looking at.

          This is especially useful for online stores with high abandoned cart rates.  According to a study from Barilliance, “over 3/4 of shoppers choose to leave the site without completing a purchase.” With Dynamic remarketing, it is possible to show ads for the the exact products that was in a users abandoned cart.

          If you haven’t seen this in action, I recommend you visit www.surfstitch.com . Add a few products to your cart and then scroll through your Facebook feed. Voila!

          After visiting Surfstich, I was also served ads on a blog I was reading through Google Adsense. The blog was actually about Facebook remarketing. This was because they are also using Google Adwords – Dynamic remarketing. If your interested, we will be posting another blog on how Google Ads Remarketing works. 

          How can you utilise this for your business?

          Facebook remarketing is an incredibly powerful tool, especially for ecommerce sites. The benefit of remarketing is that it reminds users of your business, brand or products to revisit your website or complete a transaction. Over 90% of users won’t purchase from a website the first time they visit. Often users will look at multiple sites, researching their desired product or service before making a decision. Or maybe they were distracted and were unable to complete the purchase or submit an enquiry online. Remarketing allows you to reconnect with your users. Plus, remarketing only targets users who you already know are interested in your business, this means that you are not wasting advertising budgets on audiences who might not be interested; this provides lower advertising costs.

          How to set up Facebook and Instagram remarketing - Installing a Facebook Pixel?

          This guide to install a Facebook pixel is for websites built on WordPress. However, the process is very similar for other CMS’s, such as Shopify. There are also plugins which can help you.

          Head on over to Pixels in your Facebook Business Manager

          Click “Create a Pixel” in the green box that appears:

          Select from the below two options shown, in this case, we assume you will be installing the pixel code yourself. Click Install the code yourself:

          Head over to your WordPress website and hover over Appearance and click editor:

          Locate the tags these are commonly found in the header.php file of your theme. Paste your Facebook tracking pixel code just before the closing tag. In code close tags will have a “/”:

          Save the file and be sure to empty any cache or minification settings you may have setup:

          The best way to test your pixel is working is to install the Facebook Pixel Helper Google Chrome Add-on:

          Facebook Pixel Helper Chrome Addon

          Oh and incase you were wondering...

          Do Facebook and Instagram listen to your conversations?

          Let’s clear this up. The answer is, No (according to Facebook officials, at least).

          Although you may think that they do, they are only tracking your web activity. However, they do track activity even when you are logged out of Facebook or have the app closed. The reason you often see ads based on a conversation you had is because you (or your friends) have likely been visiting websites related to your conversation topic. Following the Cambridge Analytica sage, Joe Osborne, Facebook Spokesperson stated that. “Facebook does not use your phone’s microphone to inform ads or to change what you see in News Feed.”

          For example, if you and your best friend have been talking in person about a trip to Fiji and suddenly you see an ad on facebook for Fiji Holiday Tours. You might think something is a little suspicious. However, even if you haven’t researched anything related to Fiji holiday tours, your friend might have and Facebook’s algorithm calculates that you would likely engage with a Fiji Holiday tour because your best friend is interested.

          Conclusion

          What seems to be a creepy breach of privacy is merely an attempt to try and serve you ads that you are most interested in. If your an 18-year-old guy who is interested in Surfing, you would probably get annoyed if you kept seeing ads for mascara. But if ads for a new range of wetsuits from RipCurl might just tweak your interest. If you own a business and are relatively tech-savvy, you could install the Facebook pixel yourself and learn how to use Facebook Advertising. Alternatively, you can use an agency like us and we will do everything for you so you can focus on your business and we can focus on generating website traffic, sales, engagement and leads for you.

          Tags: [tags]
          Share this entry
          Share on facebook
          Share on google
          Share on twitter
          Share on linkedin
          star star
          ×

          What our clients say