Digital Marketing & Sales
When you find, nurture and convert your perfect audience you can thrive in business with digital.
The foundation of modern digital marketing and thriving online is:
Attracting potential customers, tracking their journey through your digital touchpoints and identifying ways in which you can create a more compelling and rewarding experience for them to convert.
And an intelligent strategy equipped with modern digital marketing tools will give your business a reliable way to take control of your customer engagement, lead generation and conversions.
Unfortunately, without even considering the management time of running your marketing, there’s a high number of powerful digital marketing platforms to consider. Each delivering huge feature-lists of abilities and detailed reports. It can be easy to get lost or waste time and money.
Social Media Marketing
SMM is a form of marketing that like traditional media (TV, Radio, Billboards) involves creating and sharing content to achieve your goals. Both traditional and social media are used to promote and broadcast your brand/product, but SSM goes further because audiences can engage with the content directly.
However, it’s also a place where it’s easy to intrude, irritate and drive away potential customers.
SMM requires a strong understanding of your audience, their values – and how they prefer to engage with each social media platform.
For example, Instagram’s an excellent place for clever infographics with simple, targeted hashtags, whereas LinkedIn users prefer detailed, authoritative articles. And Facebook is a combination of graphics and brief, punchy sales copy – with strict rules about your content length and topics.
‘Adding value’ should be the focus of any SMM campaign – but this means different things on each platform, and to different audiences.
Content is king, it needs to be useful, and it needs to convert.
Your business and its products and services are found online almost exclusively through the creation of high-quality content shared on popular platforms.
Every internet search query is a problem looking for a solution.
Whether someone chooses advice, a physical product or a service, it’s compelling content that will guide them towards making their decision. So you need high-quality content that demonstrates your expertise.
Pay Per Clicks (PPC) and Remarketing
People may land on your website organically or by a search ad called a PPC (essentially buying a visit to the site). And if the users do not make their decision to purchase or inquiry at that moment, there is a smart way to connect with them still. Target people who visited your website using ads, which appears wherever else they are browsing around the internet. If any other site they are browsing supports Google Display Network, users can see your ad.
If you are considering investing in digital ads, remarketing would be a good start as it has some benefits:
- They target specifically your audience
- It’s a great way to expose your brand
- Statistically, it’s more cost effective which means better ROI
Keeping in touch with your customers helps ensure your brand stays in their thoughts and remains relevant.
However, there’s a knack to ensuring that your email newsletters are relevant, useful and arrive on a reliable schedule. You don’t want to annoy customers, nor should you appear unreliable or inconsistent. Providing valuable information is vital – ahead of promoting your products or services.
Nurturing your leads is a strategic exercise that requires understanding your audience, their pain-points and potential barriers to sale. Newsletters can help overcome these barriers and pitch your expertise as a solution-provider – but a clear strategy is required.
A landing page is a specific page within your website that allows you to capture a visitor’s information from a targeted stream of web traffic (email campaign, social posts, online ads, etc.)
Using your website’s homepage is a tremendous missed opportunity because it may be too general for the targeted traffic and therefore reduce the chances of converting.
Its conversion rates ultimately define the effectiveness of a landing page but you should consider these tips:
- Must be valuable and “To the Point” for the visitors
The point makes it happen! The primary reason why users come and convert.
- Reduce potential exits
Limit the user’s ways to leave the page (fewer clickables), keeps users focused.
Natural, low hanging fruit to reach out to same minded users.
- A/B test
Trial and error to maximise return. A/B testing can be useful in finding the best content and design to achieve your conversions goals.
Promotions & Advertisements
A single channel approach rarely wins anymore.
Today, agencies and brands need to be wherever customers are, serve relevant messages to various communities, and make sure that each interaction connects smartly to the next.
Flash is dead but HTML5 ads have caught up and provide an effective replacement for online advertising.
Conversion Rate Optimisation
As complex as digital marketing can be, the same ancient formula dictates sales.
Before the internet, ‘Traffic’ would have been the number of phone-calls or door-knocks made. Whereas today, it’s visitors to your website.
- Doubling your traffic should increase your sales.
- Equally, doubling your conversion rate should also increase your sales.
But whereas funnelling traffic to your website usually involves investing time and money into content and advertising, your conversion rate can often be improved quickly and easily – and will yield benefits for all future traffic.
Tracking tools can help us identify where your customers are exiting your sales funnel, allowing us to plug that hole and increase the percentage who make it through and become paying customers.
Sometimes the answer is as simple as a clearer call-to-action or button placement. Or, the answer might be a higher-quality copy or graphic design.
Search Optimisation (SEO)
Search engines like Google have only one consideration when deciding how to rank websites in search queries. And that’s ‘quality’.
However, each search engine has a complex and secretive algorithm that’s used to calculate ‘quality’’, including factors such as:
- Relevance to the search query
- Quick webpage loading-time
- Logical URL (web address) structure
- How secure the website is (for example, does it have an SSL certificate?)
- How well-structured and organised its content appears to be
- Whether users invest time reading its articles, or quickly click away
- How often popular websites (‘authority’) reference your website.
While creating excellent, useful content is an integral part of SEO; you should also consider the technical elements for your website to increase the perceived ‘quality’ to search engines.