Navigating the Digital Landscape

Digital is not a phase we are all going through, it’s a trend that is taking businesses by storm and those who don’t embrace it will miss out. It is no longer a question of should we embrace digital, it’s when will we embrace it?

Many of our clients are confused by the whole idea of digital marketing, so we have decided to provide a "Digital Roadmap" of sorts, starting at the top. 

Websites

Websites aren’t new. In fact, they have been around for over 20 years (if my research is correct). A website is your online identity, and when integrated with social media & other digital activity, can define your online brand.

A website is your digital shopfront, with people more likely to go online and research your business before they make a purchase or interact with your brand. Think about your own shopping behavior and how it has changed from even just 12 months ago.

One of the biggest mistakes we see is assuming people will be able to find your website. Unless you’re promoting it, or utilizing the right tools, they just won’t.

You need to be asking your website designer (or yourself) the following questions to ensure your receiving bank for your digital buck:

• Do I have Google Analytics installed?

• Is SEO built into every page on my website?

• Is my website taking advantage of keywords?

• Am I integrating all my social media platforms?

• What links can I take advantage of to ensure my website is ranking high?

You should also be ensuring that your website is mobile responsive!

What we mean by this is, can your website be easily accessed from a mobile phone? Yes, it loads on a mobile phone, but how easy is it to navigate? Do you have to pinch the screen to view the content? Yes? Then it’s not mobile responsive. See some examples below.

Apps

Apps have revolutionized the way we access content on a day to day basis. When sitting down to write this I thought – “Do I even use apps?” – in short…yes. I use them every day, without even thinking about it. I use apps for my banking, social media, the weather, searching online….heck I even downloaded a torch app to find my way through my handbag!

Now I’m not saying every business needs an app, because they don’t. Apps are meant to be an add-on or an enhancement to an existing online platform such as a website. The whole idea is so your app exists on someone’s phone and they don’t need to go looking for you online, like they need to do with a website. They are also handy to directly target your audience through the use of push notifications and updates.

Before you invest money into an app, you need to ask yourself the following questions:

• What is the purpose for your app?

• Is it going to be helpful for customers?

• Is it going to improve your customers experience & access to your products/services?

• And an obvious one....will you customers use it?

Content Marketing

You may have heard this word floating around, and basically content marketing is the art of communicating to your customers and prospects without selling! It is all about creating and distributing valuable and relevant content utilising videos, articles, infographics, webinars and blogs. We would always recommend that content marketing frames your marketing strategy in terms of ‘themes.’ This allows for a consistent communication to your audience as well as positioning your business as subject matter experts!

Direct Marketing

This isn't a new concept either – think catalogues and sales flyers. It has now simply been replicated online through the use of email, which also isn’t new.

89% of people say that email marketing is their primary channel for lead generation, and we would have to agree. If done correctly, email marketing can deliver the greatest return on investment.

If you want to learn how to utilize direct marketing, contact us today!

Social Media

The majority of businesses are on social media now right……right?? It is the most cost-effective way to build ongoing relationships with your customers online, whilst also increasing brand awareness. It allows you to communicate directly with your audience and ultimately generate new leads. It is the modern word of mouth.

There are so many options when it comes to social media – Facebook, Twitter, Youtube, Google +, Instagram, Pinterest, Linkedin…………. You don’t need to be on all of them!! Spend the time to understand which platform your customers are using and click here to read more about each individual platform.

2015 is time to embrace Digital

Digital technology is rapidly transforming businesses and empowering customers like never before. We no longer need to leave our home to catch up with friends, buy groceries or book a holiday. It is transforming how customers discover, buy and engage with brands. I read a statistic that said there are now more devices connected to the internet than there are people on the planet, so now is the time to embrace digital – if not your competition will.

So what is digital marketing?

Digital marketing applies platforms such as social networks, websites, e-marketing, apps & smartphones. Speaking of smartphones, in 2008, it was predicted that mobile will take over fixed internet access by 2014. Looking at the mobile phone I had in 2008, I would have thought this prediction was a little outrageous, but here we are.

Most small businesses are overwhelmed by digital marketing, and struggle to truly leverage the digital landscape to meet the expectations of their customers. Our clients have questions like what platform should I be using? How many hours a day should I spend utilising digital marketing? What content should I be promoting? How do I measure if it’s effective?

Now, I’m not saying that the way we utilising digital marketing is gospel (although we do achieve fantastic results for our clients)!! However, we have learnt many tricks along the way through experience as well as constant research.

Content is key

It doesn’t matter whether we’re talking about a website, an app or social media 
– the right content is so important!! Make sure you’re providing and sharing valuable content with your audience, and measuring what content your audience is loving. 

With regard to your website, lots of valuable content will help your SEO, and position your website as a valuable resource for your customers. On social media, people want to feel a part of the community and the brand they follow. If you continuously post a sales message, you will lose them. We like to follow the 80/20 rule – Share 80% of engaging content, and 20% including a sales message.

Be mobile friendly

The number of searches made via a mobile phone is growing at a much faster rate than desktop searches. In fact, 80% of internet searches are done on a smartphone! If you’re website isn’t mobile friendly, your missing out on sales!

A study has shown that consumers who do local searches on their smartphone are more likely to take action. In this digital age, customers expect to be able to access and consume information readily. Make sure you create a fast, user-friendly version of your site for mobile viewers. If you aren't sure what we mean, grab your phone and check out www.adloyalty.com.au.

Email isn't dead

As a small business, e-marketing can offer the highest ROI (when done correctly of course). By properly we mean don’t overload your audience’s inbox and make sure you share valuable content – remember our content rule!! Free tools such as Mailchimp are fantastic, and allow you to design your own template, provide links to your website and social media as well as analyse opens and clicks!

Analyse your data

You may have heard the word data getting around, and they’re not talking 
about your internet data. It is now even easier to measure your marketing efforts with the utilisation of tools such as Google Analytics & social media insights. Make sure you’re looking at how many people are visiting your website, and most importantly your bounce rate. It is also important to analyse your social media effort through your insights. Pay attention to your reach, and experiment with posting at different times of the day. It's all trial and error, but hey, it's free!!

Need help embracing Digital Marketing? Sign up now for a Digital Health Check!!

New Year's Resolutions for Business Owners

We have all set those New Year's resolutions that by the 2nd of January, we have long forgotten. SO, we don't want to talk about exercising more, or quitting caffeine (are you crazy)!!?? We want to make sure your business gets off to the best start this year, and with that comes a few tips that we have found helpful for our own business growth.

Invest in digital!!

If you haven’t already, you need to invest in digital media, and by that we mean online. Platforms like websites, social media, cloud technology and email marketing aren’t going anywhere and neither will your business if you ignore them. We don’t just mean invest your money in digital, but invest your time. There’s no point being present if you’re not active. Make sure you commit to fully utilising all digital solutions available for your business. Don’t have the time? Give us a call, or check out our list of digital services! 

Engage with your customers

If you read our blogs you will notice that we have mentioned this point before, but that’s because it’s important. If you want to be memorable, you need to leave a positive impression. In a world of social media, an unhappy customer can share their opinion with the masses that may negatively impact your business. That’s why it’s more important than ever to create an excellent experience for your customers to help develop a valued relationship. Walt Disney said it best – “Do what you do so well that they will want to see it again and bring their friends.”

Stay nimble

Recently, we have seen a decline in the mega-retailers, with more and more people recognising the importance of shopping local. Small businesses need to remain nimble, particular in how they compete from a price and customer service point of view. This includes identifying your point of difference and showcasing this throughout your marketing and branding as well as delivering a personalised experience that the mega-retailers can’t touch.

Resourcing is important

You may not be achieving everything you want to achieve because you are trying to do too much yourself. Sound like you? Many of our clients talk about lack of resourcing as a limitation to growth, so you’re not alone. We know it’s difficult to find good employees, but a great worker can significantly help you grow your business. Examine your operation for routine tasks that take too much of your time, and look for areas of business growth you need outside expertise to achieve.

And one of ours - Don’t forget to keep learning

There are only so many hours in the day, and if you’re like us, you’re 

so caught up in the doing. This year, we have promised ourselves that we will dedicate time to ongoing learning and researching – whether that be reading articles or attending conferences and workshops – your business depends on your brain, so make sure you are continually expanding it. Psst. Don't forget to check out some of our FREE events!! 

Don't miss your targets in 2015!!

A new year can mean a fresh start for business owners, with holidays presenting not only a time to rest and recuperate, but also a time to plan for the year ahead. If you want to make sure you don’t miss your targets in 2015, keep on reading!

Use Christmas holidays to plan

For those of you who are lucky enough to have holidays, they present a great opportunity to plan. Use this time to review the year that was – look at the goals you set, analyse your financial position and set new goals. Don’t have time to plan over the holidays? We can review your business for you! A great way to kick off the New Year is a Business and Marketing Health Check. Click here for more information.

Try something new

A new year presents the perfect opportunity to try something new. Freshen up your store, or introduce new products or services to your range. Have you thought about selling online, or utilising social media as an additional selling tool? Why not embrace digital technology and launch a new website, or start a blog. The options are endless.

Review your website

Speaking of websites, when was the last time you updated yours? For those of you who said within the last month or so, kudos to you! We would always recommend keeping your website not only up to date, but up with the times! If your website is looking a little drab and outdated, why not give it a face lift? We specialise in what we like to call, “re-skinning” websites, it’s a cost-effective way to utilise your current website content and present it in a more contemporary way. Check out the website comparison below.

Before

After

The PJL Group website was not particularly outdated, but the information was repetitive and the images and content made the website very slow to load. We re-skinned this website, giving it a more contemporary look and feel, as well as updating and summarising the content to present a less cluttered look. Click here to see the new website.

Automate your systems

Running a business is about working smarter, not harder. With the advance of digital technology, many systems have been automated to allow for more time to be spent on the more important things. Take cloud accounting for example. Our lovely clients, Yates Baker Mclean, introduced us to cloud accounting around 12 months ago, and it has literally changed the way we do business. Not only can we view our accounts in real-time, we can set monthly targets, automatically allocate transactions and produce reports at the click of a mouse. And for payroll? An absolute breeze!!

Market your business effectively

Whether you use traditional media such as newspaper or new media such as social media and the internet, marketing is one of the most important actions you should take if you want to grow your business. Depending on what industry you are in, how you market your business will differ. It doesn’t need to be expensive, it just needs to be effective. Click here for information about our marketing services.

Leverage partnerships

One of the biggest learning's for us to come out of 2014 is to leverage those partnerships. Setting strategic alliances with key stakeholder groups and industry influencers is gold. Like the old saying goes – it’s not what you know, it’s who you know. Think about people or other businesses you know offering a complementary product or service. Have you thought about networking events or cross-promoting? Talk to us today!

Social Media Tips for the Silly Season

As marketers, we would always recommend that our clients plan their Christmas Marketing early, as a part of their 12 month calendar. However, we understand that time gets away and before you know it, the silly season is upon us and we’re putting that tree back up and pulling out those Christmas lights!

If you've left it to the last minute..yes we mean you…social media is your friend.

We have put together some quick and easy ways for you to promote over the Christmas period to ensure your business is #1 on the Christmas wish list.

Promote your Christmas specials

The most obvious way to use social media during the silly season - promote your Christmas specials and offers. Think about your product/service of the week, take a photo, write a call to action and promote across all platforms. Psst…. Secret Santa Tip - Did you know you can boost & pre-schedule Facebook posts? Ask us how today!!

Cross promote with other businesses

In order to increase your reach, why not cross promote with a complementary business. For example, if you’re a mechanic, why not promote holiday travel safety with the local tyre dealer? If you’re a hairdresser, why not team up with the local beauty parlour? Support each other and encourage people to shop locally!!

Make it “Christmassy”

Don’t forget to add just a touch of Christmas spirit to your social media pages. Design a banner with a Christmas message, or use this area as an additional promotional tool for your Christmas specials. Psst… Secret Santa Tip - Canva is a fantastic free tool to design some banners yourself. 

Add a personal touch

Throughout our work with our clients, we have noticed that posts which receive the most reach (on average) are the personal ones. Ask your team to identify a hot product, and post as an ‘employee pick.’ Don't forget to make it 'Christmassy!'

Make Christmas easier

Christmas is hard. Planning what you’re going to buy for your family and friends, organising Christmas lunch and dinner, sorting out where the in-laws are going to sleep. OK, now I’m beginning to feel dizzy. Take a little stress of your customers. For example, if you’re a supermarket or butcher, post some yummy festive recipes featuring your produce. Tyre dealers and mechanics, why not post a simple car safety check-list for holiday travels. Images are also gold, why not put together some gift ideas, segmented in terms of target audience, for example Christmas Gift Ideas for Her. The options are endless, you just need to think outside the square, and put yourself in your customer's shoes.

Don’t forget #hashtags!

Hashtags are used to hyperlink search results and ultimately increase engagement. Use hashtags such as #christmasgiftideas #christmasshopping #christmas #giftideasforher and so on. This will ensure you’re registering in these search results. Psst…Secret Santa Tip - Check out trending hash tags and see how you can incorporate them into your Facebook posts. Work smarter, not harder :) 

Last but not least.....respond in a timely manner

We all know Christmas is a busy time for everyone, but don't forget to respond to your customers enquiries across your social media platforms. If you don't have time, assign one of your staff to do this on your behalf!

Merry Christmas!!

Do you want your online presence to stand out?

If you want to be known as the subject matter expert in your field, making sure your online presence stands out from the crowd has never been more important! Your online presence goes hand in hand with your online reputation, and we have provided some techniques to use to ensure you build your competitive advantage and increase your reputation & credibility online and above!

Create conversations

The digital space allows you to create conversations with your customers outside your place of business. Spaces like social media and your website should not just be about blasting promotional messages to your audience. You should post unique & interesting content which will form relationships with your target audience. For example, try posting interesting articles, blog posts, videos, photos or curate content from other experts in your field. People also love a feel good personal story!!

Be social

Being social is one of the best ways for businesses to establish trust and credibility online. People want to be able to ‘google’ you, or in fact ‘facebook search’ you. If you are not in that space, chances are your target audience will find your competitors. Many of our clients are concerned about how to use social media, so in many instances we manage it for them. However, there are some social rules that one needs to follow, such as listening to your customers and engaging with them, responding to any questions or complaints in a timely manner and being upfront and honest. If you want to know more about our social media services, contact us today.

Start a blog

A blog will help build your profile within your industry, presenting you as a subject matter expert. They also help build your SEO, which means attracting more traffic to your website. Bonus! Write about what interests you and your target audience, comment on industry updates or share your tips on how to achieve something. Blogs are really easy to set up, and can deliver real results for your business. How often should you blog? It depends upon the business but we recommend at least monthly, if not fortnightly. We develop & manage blogs as a part of our social media service, contact us today.

It’s all about that content 

In order to build trust and credibility with your customers, you need to offer website content that is valuable to your prospects and builds your subject matter expertise. It is important that you know your target market, and tailor your content around their FAQ’s.  Make sure you’re offering valuable information, not just promotional messages. Prospective customers also appreciate if you go over and above with your information. For example, if you’re a building company, why not provide helpful hints and tips for DIY home repairs or finding the best supplies. 

Collect testimonials

How often do you check the reviews of a product before purchasing? Providing testimonials gives your prospective customers confidence. People are increasingly researching products and services online and there are plenty of ways you can collect testimonials. For example, sending your customers a survey monkey, or asking your customers to complete a feedback form in-store. The more the merrier! 

How can retailers use social media to grow?

Communicate with your customers

The most common barrier we find that prevents customers from purchasing in-store are caused by retailers insufficiently communicating with their customers and their employees, particularly if they are constantly busy. Social media provides an additional avenue to communicate with your customers on an interpersonal level, which increases engagement and loyalty.

Promote social engagement in-store

An opportunity that many retailers may be missing is promoting and encouraging social engagement in the store. American company, Nordstrom, started using its Pinterest fan base to identify popular products and encourage social engagement. These “most-pinned products” were then promoted in-store with special signage and unique merchandise designs. Other companies have used designated hash tags, encouraging customers to share images of themselves in-store by offering incentives.

Increase brand preference

Social media is all about defining your business’ personality. By doing this, your business will appear more ‘personable’ and ‘humanised’ and your customers will find you more relatable.

Share new products/services

Social media is a fantastic outlet to let your customers know when you have new stock arriving, or decide to offer them a new service. The visual nature of many platforms allows you to post images and allows your customers to share them.

Promote upcoming events

Are you having a sale? Social media is the perfect place to promote it. What about a special event? Facebook allows you to set up events within your page, driving foot traffic to your store and giving your customers something to look forward to!

Promote exclusive deals and offers

For retail outlets, using social media to offer special promotions to loyal followers not only allows instant sales, it also allows you to measure your effort based on the response. Encourage your followers to share the promotions for greater impact.

Share ‘employee picks’

This will not only personalise your business, it will make your employees feel special and that their opinion is valued. Plus, customers love recommendations!!

Integrate your social media platforms

It has never been easier to integrate your entire marketing campaign online, particularly with the use of hash tags and links. Encouraging your customers to visit your other social media networks and website is the most efficient way of driving online traffic, allowing your customers to connect with you on a range of platforms no matter which one they use.