Archive for the ‘Digital Marketing’ Category

The Evolution of the Tech Behind Digital Marketing

October 2nd, 2018 by Dave O'Dwyer

Google recently celebrated its 20th birthday.? Over it’s short lifetime it has become an indispensable tool that millions of people rely on everyday. Can you imagine life without Google?

Digital marketing has also developed in capability over the past 20 years. Once it was enough to simply have website, and perhaps a well-placed banner ad. However technology and consumer expectation has evolved, and there are a multitude of new ways to reach consumers.
digital marketing new tools

Targeting.
You might think of Google as a search engine, but at its core, Google is the world’s most effective advertising platform.

Have you ever wondered how Google (or Facebook etc) manage to show you ads that are startlingly relevant to your needs? They use thousands of data points on every single one of us to help target the best audience for advertisements. Just like your Facebook stream is personalised to you, so are the ads you are shown on Google, based on your search and browsing history.

For advertisers it can be quite cost effective to advertise on these platforms, as your ad is only being shown to the audience you’ve selected, and that the platform calculates is most likely to respond to your ad.? With Pay Per Click advertising (PPC) you only pay when a user responds to your ad, minimising wasted budget on uninterested people.

People use Google when they are hunting for a solution to a need. They are often ready to act, so ensuring your product or service is displayed is critical to marketing your business these days. Underneath the paid ads are the organic search results – the best ranked matches for a search.??This is why Search Engine Optimisation (SEO) is crucial for most businesses online. You need to be there when the consumer is ready to act, and SEO is the craft of optimising a website to rank as top answers to valuable consumer questions.

Personalisation.

Do you have a mailing list signup on your website? Perhaps you send an email every month or so, keeping your customers up to date with your business.
No longer is it enough to send out a general email newsletter to all your subscribers. Consumers expect advertising and messaging to be relevant to their needs and interests. Have you ever bought clothes online? You’ve no doubt received follow up email campaigns that showcase other items you may like to purchase, based on what you have browsed and purchased before.

Their digital marketing platform tracks not only what you purchase, but also what you’ve looked at and added to your cart, and uses that data to build a profile on you in order to send an individual email – just for you. This is dynamic personalisation and email marketing automation, and it’s a core part of modern digital marketing.
However it doesn’t end there. You may go back to the website, and the homepage banner is also relevant for you, and other users who are part of your segment.

A segment is a collection of people that fall under a certain category – gender, age, time since last purchase – there are endless ways we can use data to make offers and messaging more relevant.??In fact, segmenting your data is the best way to help keep a positive return on investment for a digital marketing campaign. Your aim is to send the right offer, to the right person, at the right time, at the right price.

Retargeting.
Perhaps you’ve looked at a product in a website but didn’t purchase. Sometimes, ads for that product seem to follow you around the internet – on other websites and social media, or you might receive an email reminding you to complete your purchase. This is called retargeting.
Retargeting is a very effective way to help persuade consumers who have shown interest, but haven’t yet purchased, or taken action.??Because the retargeting is only advertising to visitors that have already shown some interest, it keeps the costs down and the conversion rate up, leading to excellent return on investment for these campaigns.

The always on generation.
That phone in your pocket is more than just a device for phone calls. It’s your 24 hour portal to the internet. As this has become the standard, consumers also expect businesses to cater for them at all times of the day.
So how do you handle this expectation? A recent trend has been the introduction of helper chat popups on websites that can answer consumer questions at any time of the day. These popups can provide customer service using pre-populated answers, or alert you if a potential customer has a query. They are cost effective and can help convert visitors to customers by enabling excellent, on demand customer service.

As technology advances, so does the way we do business online. Above are just a few of the recent trends in Digital Marketing. If it’s been a few years since you have had your site built, or tried a digital marketing campaign, call us today on 03 8525 2082 to arrange a free consultation in order to assess your business needs, and determine cost effective digital marketing strategies that can make your business stand out online.

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Digital marketing … for those who started business more than 5 years ago

September 29th, 2018 by Heather Maloney

If you started your business more than 5 years ago, you could be forgiven to believing that online marketing was something to try out if you had a bit of spare marketing budget. Times have changed. Over the last few years, the reality of digital marketing for small business has gone from a nice-to-have to a must-have for most businesses. Consumers are more connected than ever before, and their default behaviour when looking for anything ? products, services or information ? is to grab their mobile phone and search online. Even word of mouth has gone digital; recommendations happen across social media, and online reviews can have a significant impact on your business.

Bottom line: digital marketing is more important now for small business than ever before.

We have many clients for whom we have carried out digital marketing across a wide range of platforms and strategies, many of which achieved significant increases in new business enquiries or sales. Some of our clients now receive the majority of all their incoming work through digital marketing channels.

That’s not to say that word of mouth is unimportant; it’s simply that digital marketing provides you with immediate results and a wider reach at a lower cost.

However, it is very possible to implement digital marketing poorly, and therefore not achieve the results you are seeking. That’s often why we are engaged by our clients to design, write, execute and manage digital marketing for them.

Digital marketing can have a bit of a bad reputation. Unfortunately, there are many less scrupulous service providers who use digital marketing tactics to grow their own business and then fail to deliver tangible results for their clients. Even worse, they use tactics to “game” online platforms like Google for short term gains but ultimately end up with the client being penalised.

At Contactpoint, we take an end-to-end approach to digital solutions for our clients, and digital marketing is just one part of it. It’s our holistic approach that helps us deliver real results for clients, as we take the time to discuss our client’s business needs and only then recommend an approach for digital marketing that can deliver results. We never recommend the latest digital marketing technology just because it’s flavour of the month, nor will we cheat the system to get the quick results.

Just one example of our success in delivering digital marketing results for our clients is Nortan; providers of air conditioning and heating service and installation. Via a range of activities including a great mobile responsive website, pay per click advertising and SEO, Nortan are kept very busy all year round with new incoming leads, and have grown their business significantly over the time we have been providing digital marketing services. In fact, from time-to-time Nortan ask us to pause their digital marketing campaigns, because they are too busy with new work! What a good problem to have!

Nortan heating and cooling services

We work very closely with our clients to ensure that the level of business digital marketing campaigns produce are manageable.

If you would like to revisit your use of digital marketing to grow your business, please feel free to call Heather Maloney for a chat.

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The What and Why of Inbound Marketing

June 26th, 2018 by Heather Maloney

Inbound marketing (aka ‘permission marketing’) refers to the strategy of attracting leads for your business via company-created digital content. That content addresses the needs which your products or services fulfil or problems which they solve, resulting in the right people (those trying to solve that problem or fulfil the identified desire) approaching your organization, and working their way through your material in order to self-select or qualify themselves as a potential customer.

So, inbound marketing is a strategy. You need to assess whether it is a strategy that is suitable for your particular business and marketplace.

Inbound Marketing Strategy

Why Inbound Marketing?

Because everyone hates being sold to … it’s that simple!

When was the last time you were on the end of a cold call, and you thought “oh yes, why not spend the next 15 minutes listening to this offer about why I should switch electricity companies?” And even if you have engaged in such a phone call lately – perhaps to the person from a very worthy charity, rather than the electricity provider – did you end up buying / donating or just wishing them a nice day?

If you are in sales, and you only have to talk to people who are already in the market for your products / services, your job is so much easier.

Inbound marketing the focus is on providing help or value, rather than making a sale. The sale will come as a natural result of providing value and solutions.

Inbound marketing also addresses the new buyer behaviour that we have seen evolve over the last decade; customers carrying out personal research and practically making the decision with regard to what they want to buy, before they ever talk to a vendor. Also, with the proliferation of paid TV, many more free to air channels, internet radio, and free video content, ensuring that a more traditional advertisement is seen or heard is a lot more difficult. This article provides many statistics showing how effective inbound marketing can be compared to outbound marketing.

Please note, I am not saying that traditional marketing no longer works … I heard a presentation from a career telemarketer just last week, explaining the benefits of lead generation via cold sales calls. You need to ensure that your choice of marketing strategy is right for your market and your ideal customers.

Fleshing out your Inbound Marketing Strategy

If you decide that an inbound marketing strategy is right for your organisation, then you need to:

  1. Plan the content you are going to create in order to solve your prospects questions and engage them in their journey of discovery, building trust in your organisation, and desire for your products and services.
  2. Determine which tools or platforms you will use to make your content accessible to prospects.
  3. Create the content!
  4. Disseminate the content and make it easy for people to find, and/or pay for traffic.
  5. Measure and analyse the results, improving the content over time.

Clearly implementing an inbound marketing strategy requires effort and co-ordination of a variety of activities. Utilising a team of resources will help you implement more quickly. Tools such as a content calendar will help you to plan out the creation and distribution of your content in a logical manner.

Which Tools should I use?

Inbound marketing = making your marketing material extremely accessible so that your prospects can easily find the answers to their questions or solve their problems (i.e. find your products or services), when they are actively looking. Your content must add value, and guide prospects for whom your products and services are a good fit, towards the point of purchase. Some people will be in a hurry and will purchase immediately that they find a solution, so being able to buy from any piece of your digital content is important. Other prospects will take their time, evaluate multiple options, test you out, and then finally purchase days, weeks or months down the track. For such buyers, your content needs to educate and build trust.

The following tools are useful in implementing an inbound marketing strategy:

  • Search engine optimisation (‘SEO’) – this activity is very important for ensuring that your digital content ranks above other organisations competing in the same space. Over time you want to “own the topic”, that is, be on the first page of results for every search on relevant words or phrases. SEO obviously needs content in order for search engines to point somewhere. The following types of content will deliver high ranks in the search engines the mostly quickly:
    • Blogs - either a blog on your own website, or blogs published on other popular websites, pointing back to your website.
    • Videos - most commonly distributed via YouTube, giving you access to people searching through this video search engine.
    • Reviews - usually in 3rd party platforms such as Google Reviews. However, they can also take the form of testimonials in your own website, including video reviews.
    • Website content – including online courses, guides, survey results, reports and research, white papers, diagnostic tools.
    • Press releases – often distributed via dedicated PR sites.
  • Pay-per-click advertisements (‘PPC’) – whilst this might sound like traditional outbound marketing, because you can configure your ads to only appear in response to searches for specific keywords or phrases by people located in a particular region, PPC ads can be very useful for bringing visitors to your website who are trying to solve a particular problem. PPC is very useful for bringing in immediate readers of your content while you are waiting for your organic ranks (SEO) to improve. Google Adwords and Bing are the main two platforms for PPC ads, because they are the most used tools for searching for answers to problems. PPC ads must be supported by dedicated content on your website, also called ‘landing pages’. People who click on your ad will arrive on your landing page. To get the best return on your investment in that click (you are paying per click), it is important that the content delivers on the ad, and then takes the visitor along their journey of [hopefully] deciding to buy from you.
  • Social media – people talk about topics on social media, as well as talking about their lives. Find where topics related to your products and services are being discussed, and then get involved in the conversation. Posting your own content in your social media accounts will also help people to find your content when they search for it in the social media platforms ? most social media platforms use hashtags (#) for helping people find content on a particular topic.
  • Social media advertisements – this is PPC within social media platforms. The difference is that for some of the social media platforms, you can configure your ads to only show for people who match very specific demographics.
  • Email and SMS marketing – once people have identified themselves as actively seeking to solve a problem or fulfil a desire, hopefully for your product, they may subscribe to receive future email and SMS messages from you. To inspire visitor opt-in for email / SMS there must be compelling value contained in your digital content. Often your blog content and other website content will be pushed to subscribers in a logical manner.
  • Marketing automation – tools which automatically send a choreographed series of content to subscribe to learn more about your products and services. The more sophisticated of these automation tools will start and stop the delivery of your content, based on the manner in which your prospect is interacting with your content.

One of the great advantages of digital marketing tools is that they enable you to measure the interactions of people with your content, and identify where visitors are dropping off. This can help you to improve your content and marketing process over time, and therefore increase the rate of conversion of visitors to paying customers.

As part of our digital marketing services we would be delighted to help you determine whether an inbound marketing strategy is right for your organization, define and plan your strategy, create the required content, implement, and analyse the results.

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Case Study: How a Landing Page Rescue Fixed a Leaking Sales Funnel!

June 20th, 2018 by Cameron Collins

fix leaking sales funnelAccording to Wikipedia1, people in sales and marketing positions have been talking about sales funnels since the 1920s. The sale of many products and services involve a lead time from investigation through to purchase. Having a certain number of leads at each stage of the sales funnel or customer journey is frequently used as a lead indicator of your likely sales volume at a point in the future. Marketing attempts to ensure that people entering an organisation’s sales funnel have a certain problem they are trying to solve or need that must be met, and that are aware that solutions to these problems exist. The organisation then attempts to guide the prospective purchasers through their process of research, interaction with the sales team, competitor evaluation and ultimately the purchase of that organisation’s products/services.

A well-managed sales funnel perpetuates interaction with the individuals even after they become clients. Client’s evaluations of the company, employee performance, products and services are ongoing. The sales process should nurture and support clients, leading to repurchase, renewal of contracts and referrals, that is, back to the top of the funnel.

Unfortunately, in practice not all leads will emerge from the bottom of the funnel as clients. Even the best companies will lose a few leads along the way. Astute marketers will be constantly seeking to identify and improve all interactions down through the sales funnel and seek ways to fix common leaks. Improving the efficiency of their sales funnel ranks as the second highest sales priority after closing more deals2.

The Graffiti Eaters is an example of a company who understood the benefits of a sales funnel but knew theirs was leaking somewhere along the way. They came to us with an existing website, Google AdWords campaign, and frequent blog and social media content to target prospects in the early stages of the sales funnel. Relationships with existing clients were maintained through blog and social media content as well as more personalised email newsletters.

After analysing the entire cycle, it became clear that the hole in this funnel was the website. We were able to drive significant traffic to the website of people who were looking to purchase their services via first page ranks in Google search results for relevant search terms. We were able to ensure the Google AdWords ads were displayed above organic search results. We were also able to encourage relevant traffic to click on the ads. However, once traffic reached a landing page of the website, much of the traffic did not continue on through the sales funnel. Potential clients were lost and there was little to show for the advertising expenditure.

Landing pages play a key role in paid ad campaigns; they support the ad with more detailed content, and help the prospect to take action and interact with the vendor. After clicking on an ad, visitors should be directed to a page that provides a clear, specific solution to their problem in a tone and style suitable for the audience type. Once the visitor has interpreted the key messages, that visitor should be guided on how to act on this information. A clear, yet tasteful ‘call-to-action’, such as a form for requesting a quote, a booking form, a request further contact link or the option to make a purchase.

After analysing The Graffiti Eaters website, we found that the landing page provided an unsatisfactory user experience and had significant room for improvement (see image below).

leaking sales funnel

A cluttered appearance, with excessive text, images and animations grouped close together made it difficult for visitors to find the key information. Style inconsistencies throughout the navigation, headings and text provided a substandard appearance which wasn’t appropriate for the predominantly B2B audience. The call-to-action comprising 3 different options was confusing, and on mobile devices, it was only visible by scrolling to the bottom of a very long page.

We analysed the top performing websites in graffiti removal and similar industries which target the same audience. A design was selected which overcame the aforementioned issues (see image below or visit www.graffitieaters.com.au/graffitiremoval/).

leaking funnel

The text was simplified to demonstrate the key points that owners and managers of commercial properties are looking for when seeking a professional graffiti removal service. A video was provided for those who are prepared to spend more time on the page.

We provided a clear call-to-action via the ‘Get it Off Now’ button which leads to a simple form, handling both bookings and quote requests. This button is part of a sticky header, which stays in view while the visitor scrolls down the page. A second button was placed towards the bottom of the page with the label ‘Request a Quote’.

The mobile number listed in the sticky header features click-to-call functionality when viewed on mobile devices. This enables visitors to click on the number and automatically call head office. As with the booking/quote request form interactions, this is linked to AdWords conversion tracking so that we can monitor the number of leads the ads provide.

These changes are part of an overall re-design of the website which is now clean, modern and user-friendly on desktop, tablet and mobile devices, while retaining The Graffiti Eaters unique branding elements.

We reviewed the results of the AdWords Graffiti Removal ad group during April 2018 and compared it with April 2017 when the previous website was in use. The landing page gained an astonishing 242.85% more leads in April 2018 than in April 2017.

To put this into perspective, we compared the conversion rate of the Graffiti Removal Ad Group in April 2018 with global averages for AdWords campaigns across all industries3.

blog-landing-page-rescue-statistics

The campaign for The Graffiti Eaters achieved more than double the global industry average for conversions and more than triple the conversions gained from the previous website. Not only is the client receiving more leads, they are receiving far greater return on their investment.

The effect of the new design was felt throughout the website, with the number of quotes completed increasing by 44.95% and the number of new clients generated increasing by 25.53%. A great result!

The Graffiti Eaters are one of many clients we are proud to have assisted with Google AdWords management (PPC), website design, and sales funnel optimisation.

Contact us to discuss how you can increase sales by optimising your digital marketing.

1 https://en.wikipedia.org/wiki/Purchase_funnel

2 HubSpot

3 WordStream

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How to Write Engaging and Persuasive Content for Different Audiences

November 29th, 2017 by Cameron Collins

Knowing who you are writing for is important for creating content that is engaging and persuasive. When communicating face-to-face, people speak differently to a business professional compared to a student. Communicating online is no different; each audience type will be more engaged in a message communicated in style and tone they are comfortable with. The right tone and style will lead to more landing page visits, more purchases, more appointment requests … you get the picture!

Below is a passage of content which aims to convince readers to click through and visit a web page to find out more information. Notice the content is broad and doesn’t target anyone in particular:

The Dell #1234 Laptop is widely regarded as one of the best multi-purpose laptop computers. Easy to use, lightweight, long battery life and with 256GB of memory there is enough space for most personal and business-related purposes. Find out more!

This text may gain a few clicks from people who perhaps were already highly motivated to purchase the laptop. However, we expect that such a product would be ideal for specific market niches. Let’s take a look at how to promote the same product to different audiences, but in a much more engaging manner.

Copywriting for a professional audienceProfessional audience

The Dell #1234 Laptop is the preferred computer choice for professionals who require flexibility in the way they work. The #1234 is easy to use while commuting, with lightweight construction, 12 hour battery life, removable battery option, and for your privacy, a narrow viewing angle. Read more.

When writing content for a professional audience, the tone should be formal and courteous. Treat your audience with a level of respect and avoid being overly assertive, emotional or rude. If you were in a face-to-face business meeting, the conversation would be polite, professional and direct; your writing should maintain these formalities. Keep sentences concise by writing in an active rather than passive voice and avoid use of filler words such as basically, certainly and honestly, as a professional audience will find these patronising and insincere.

Use jargon and terminology that is common in field but don’t overdo it, get to the point. Statistics can be useful to provide credibility and reinforce key points, provided you can demonstrate their importance.
Correct spelling, grammar and punctuation is important for all audience types, however a professional audience will be the least forgiving for these mistakes and will question your credibility and expertise. Common punctuation and grammar mistakes include run-on sentences, incorrect word selection (e.g. it was a breathe breath of fresh air) and excessive comma usage.

content writing for studentsStudents

For the purpose of this exercise, we are targeting university students from 18-23 years of age.

The Dell #1234 Laptop was voted by PC Magazine as the Best Student Laptop of 2017. The #1234 has all the applications you need to succeed at uni, pre-loaded! Such as the complete Microsoft Office suite, as well as graphic and video editing apps for infographics and video assessments. Stream movies and enjoy glitch-free online gaming with the 3.5GHz processor. Find out more!

When writing to a student audience, a less rigid and more conversational approach is more likely to retain their interest. Avoid cliches or coming across like an out-of-touch older person who is trying to be cool. This generation has grown up in an era that is skeptical of traditional marketing methods and knows when something isn’t completely authentic. Stand out and build trust by including genuine customer reviews or recommendations from respected influencers. Features alone won’t be enough; millennials are experience-driven, so explain the excellent experience that the features enable.

content writing for elderlyElderly

The Dell #1234 Laptop is excellent for browsing online and communicating with friends and family. Designed for functionality over features, it has a larger keyboard and screen and is portable enough to be used in all rooms of the house. The built-in camera enables video-calls with family and friends. Read more here, contact us on 03 8525 2082 or info@dellcomputers.com.au or visit us at 468 St Kilda Road, Melbourne VIC 3004.

When writing content to target an elderly audience, it is important to brush aside the old-person stereotypes. You should expect elderly people to be active, independent and enjoying life. They use many of the same products and services that the middle aged consume and are spending increasing amounts of time online. Understand their needs and how your product/service would benefit them, and describe these.

Don’t label them with words such as ‘elderly’, ‘old’, or ‘seniors’, or make any other reference to their age, even if your product/service is specifically designed for the elderly. Treat them as wise consumers who are experienced in reading marketing material; get to the point, solve a problem and present your offer. While the elderly are becoming more online savvy, they’re also more conversational than millennials, so include multiple ways to respond to your call-to-action, such as a phone number, email and store address.

content writing for raving fansRaving fans

This month I interviewed PC Magazine product guru John Smith to find out his opinions on mid-range laptops and find out how the Dell #1234 stacks up against the competition. As usual, John didn’t hold back, and provided some great tips for those shopping for a new laptop. Watch the video!

So you have worked hard to build up a loyal fan base? Excellent! Engage and look after these people and they will be advocates of your brand for years to come.

Don’t make selling your focus here. If all your communications come across as sales-speak, your fans will lose trust in you. Provide content that offers value for your fans and let them decide if and when they wish to purchase.

Write to suit the persona of your fan base and the channel you use to communicate through. Is this a B2B product with a fan base of professionals that you communicate with through LinkedIn? Or a shoe company for young men who frequent Instagram? Tailor the tone appropriately.
Create a consistent and likeable persona by writing in first person. Allow fans to get to know you, instead of a faceless brand. Share stories and encourage your fans to share theirs. Offer free or exclusive content. Anyone can do this, for example John Deere obviously wouldn’t give away their tractors, but they offer computer wallpapers with pictures of their tractors on their customer’s farms.

content writing for engineersEngineers

The Dell #1234 provides the following benefits for engineers:

  • 3.5GHz Intel Core i7 processor and dedicated graphics card for the smooth operation of graphically intensive programs such as AutoCAD and MATLAB
  • A high resolution 15.6 inch 1920 X 1080 pixel screen enabling multiple windows to be viewed with clarity

The #1234 was voted best computer of 2017 by the Australian Engineers Association. Read more.

Engineers spend their time solving problems as efficiently as possible. Don’t offer them content with fluffy intros or sales pitches. Don’t bother trying to entertain engineers or take them on some kind of sales journey, keep it concise, formal and factual; if there is value in it for them, they will see it. Offer advice and practical solutions to their problems. Engineers are not easily impressed by brand names and will look for evidence which supports your claims.

content writing for sales personsSales People

Mobile sales professionals will find the Dell #1234, weighing 1kg and providing up to 12 hours battery life, to provide the flexibility they require. The 1920 X 1080 pixel screen displays CRM data and spreadsheets with clarity. Read more!

Selling to a salesperson may sound intimidating, but it doesn’t need to be this way. Salespeople are human too, and purchase goods and services to meet their needs. Provide clear points and avoid coming across as vague or misrepresentative. Don’t take them on a long-winded sales pitch, present clear facts and a brief explanation of the benefits.

Failing to address your audience’s needs and preferred style of communication will significantly reduce engagement with your readers and conversions. By helping clients to implement effective content, we create what is for many clients, their highest performing marketing channel. The imagery used throughout this blog is a little tongue-in-cheek, however, picturing and describing your target market segment will help you to write in a more engaging way.

Contact us now to discuss how we can help your website, email, blog, and online ad content to engage with the right audience.

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Consumer Decision Journey – throw out the Sales Funnel model!

November 8th, 2016 by Heather Maloney

image-consumer-decision-journey
As the creator of a broadly used email and SMS marketing solution (eNudge) for the Australia marketplace, I thought that over the years I would see a general improvement in the way email marketing campaigns were constructed and delivered. I’m sad to say that on the whole, nothing much has changed. eNudge provides a myriad tools to help you segment, target, automate, measure and analyse, but it’s in the execution where many people fall down. Business owners and marketers get busy, and then just flick off a quick email to get a spike in sales. They are content with a spike and move on.

However, I know there is a better way … there always has been. Many marketers refer to it as lead nurturing, and email campaigns (including the eNudge Message Series functionality) are an excellent way to nurture your leads. For many years, marketing personnel have been working with a Sales Funnel model in mind – a linear movement of a potential buyer through awareness, interest, desire and finally action (buy). Lead nurturing refers to understanding where your lead is in the sales funnel, and give them the next piece of information that they need to take them to the next step in the journey; the next step closer towards being ready to buy.

I could be placated if I saw email marketing being used more for lead nurturing … more value and information being supplied, in a logical flow, engaging with potential buyers and taking them down a path to understanding and trusting you. However, thoughts even on lead nurturing have moved on …

The changing landscape of information availability via the internet including the impact of social media, and more recent research into buyer behaviour, suggests throwing out the sales funnel model and replacing it with what is being called by McKinsey as the “Consumer Decision Journey“. McKinsey research revealed that far from systematically narrowing their choices, today consumers take a much more iterative and less reductive journey of four stages: 1/ consider, 2/ evaluate, 3/ buy, and 4/ enjoy, advocate, bond. During stage 2 (evaluate) where the Sales Funnel approach says the the options get narrowed down, this in reality is where the brands most active online often replace the brands that were in the original consideration list (perhaps added to the list because of traditional advertising). The consumer’s options actually expand during this phase and the originals often get thrown out where there isn’t enough information online or customer reviews to support them.

Even more critical in what is being seen now in consumer behaviour, McKinsey discovered that during the 4th stage (enjoy-advocate-bond) more than 60% of consumers conduct online research about the products after purchase – a touch point entirely missing from the sales funnel approach. It is during this after purchase where your customer will advocate for your product or service by word of mouth, and produce online content to help future consumers in the consider and evaluate phases.

Other recent research by the Harvard Business Review team has shown that achieving the “full” sale to a B2B client is best achieved by providing the opportunity for that client to purchase small prototypes or incremental products along the buying journey i.e. as part of the evaluate stage. For more about this read: “To Increase Sales, Get Customers to Commit a Little at a Time“.

It was no small task, but the Harvard Business Review article describes an example implementation of changing the view of marketing to that of the ‘Consumer Decision Journey’ lead to a new TV becoming the top seller on Amazon.com and the company’s best performer in retail stores, far exceeding the marketers’ expectations.

To ensure that your product or service is not thrown out by prospects during the Evaluate phase of the consumer journey, and to help new customers to Enjoy, Advocate and Bond:

  1. Make sure your product or service is present online, not only in your own website, but also in comparison sites and marketplaces (for B2C) and online communities (for B2B)
  2. Foster online reviews of your products and services via social media and 3rd party websites
  3. Provide rich and easily accessible information online for people who have already purchased your product or service to help them get the most out of it
  4. Introduce new ways to inspire existing customers to refer their friends and colleagues to you – think DropBox who give away additional storage space for referring business

Your email marketing activities should assist you with with each of the above. Email campaigns should be created specifically for new customers and should point to additional online resources, and specifically ask for reviews or feedback. Email campaigns to your wider database should reference case studies and additional information available to help prospects in the evaluate phase.

If you need help with:

  • creating incremental or prototype products to sell to your clients as they evaluate,
  • creating additional online content,
  • making your online content more engaging,
  • ensuring you have a vibrant social media presence,
  • ensuring your product or service can be found easily online (SEO), or
  • creating email marketing campaigns that engage,

don’t hesitate to get in touch.

We are passionate about helping businesses to grow using online technologies.

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Custom Digital Marketing Solutions are here!

September 1st, 2016 by Cameron Collins

image-custom-digital-marketing
Providing a customised Digital Marketing Solution ensures that our services are tuned to your budget, objectives, target market, and current position in the digital landscape. We are tuned into giving your organisation a competitive advantage, and delivering measurable results.

The following list summarises the activities that may be part of a digital marketing solution for your organisation. We would love to talk to you about your particular requirements, so feel free to get in touch.

1. Content curation

Content curation involves sourcing relevant articles, media and editorial and then re-posting possibly after adding your slant on the content. The aim here is helping, not selling. Curated content must be engaging, or provide a solution to common problems your target audience would face. Curating content is a cost effective way to gain exposure, whilst building trust and demonstrating your leadership and expertise within your industry.

2. Blog / Editorial writing

Looking for a way to add some personality to your businesses image? Want customers to be interested in who you are and what you are doing? Blog posts let you draw your audience in a bit closer and inform them about what is going on in your organisation and industry. Editorials posted into another businesses blog or email newsletter instantaneously broaden the reach of your organisation.

3. Web content writing

You know what you are selling, but not sure how to present it on your website? People have a hunger for information, yet do not have the time or patience to dig through hundreds of words.

Instead of visiting or calling each store, customers are searching the internet to narrow their selection before talking to sales staff. We construct web content that gets your key points across in a clear and concise manner, and in a tone that engages your target audience.

4. Social media posting

How do you reach out and find new customers that are not actively looking for your product/service, but may be very interested once they know you exist? How do you advertise and create brand awareness, without spending a fortune on television ads and billboards? Social media has levelled the playing field, allowing those in small businesses that have creative and unique ideas to compete with much larger organisations.

5. Social media ads writing

Are you looking to conduct an advertising campaign, but you only want to be seen by your target market, instead of wasting money sending it to everyone? Many traditional forms of advertising are expensive and inefficient – you may be selling cricket bats, but your television ad is being shown to people that don’t even play cricket! We create social media ad campaigns that only reach those you wish to target.

6. Social media management (ads and interactions)

Would you like to have an ad campaign, yet don’t have the time to manage your ads and create new posts? Social media does require regular attention and can cause communication issues with customers if it is neglected. We manage campaigns, respond to customer interactions, seek constant improvement in ad performance and report the key results back to you.

7. Paid ads writing & landing page design and build

When was the last time you googled a product, a service or a shop, before making a purchase? Many people turn to Google almost daily to quickly compare their options and make their buying decision.

If you could ensure your business was on the top of the page when someone searched for your type of product/service, how much money would this be worth to you? We collaborate with businesses to ensure that your name is seen by the right people at the right time!

8. Paid ads management

How much is an adequate amount to spend each time a customer clicks on my ad? How many conversions am I making each month? Who is seeing my ads? Setting up and managing a Google ad campaign on your own can be confusing! We manage the ad campaigns for a variety of clients and know how to give your brand the best exposure regardless of budget. Our monthly reports give you the information you need in a simple, easy to read format.

9. Search Engine Optimisation (SEO)

When was the last time you looked at the second page of Google search results? You probably don’t remember! Most people don’t have time to look at every website that appears in the Google search rankings, and if they can find what they were looking for in the first 2 or 3 clicks, then why bother?

How many more sales would you make if prospective customers saw your business ahead of your competitors? We work with a wide range of organisations to lift their Google rankings for relevant and popular search terms.

SEO is a constantly changing field. With more businesses optimising their websites for SEO and Google regularly changing their algorithms to provide the best quality search results, websites need frequent attention to ensure they don’t just make the top rankings, they stay there too.

10. Email Marketing

Email is by no means dead … in fact, it is still the most cost effective tool in the Digital Marketing landscape. Of course… we are all flooded with emails, so it is vital that your email campaigns are executed very well. We assist our clients to design, build in HTML (preferably mobile responsive) and send, ensuring that you make the most of technology opportunities to automate a stream of messages, personalise, track interactions, and encourage social and other sharing.

11. SMS (Text Message) Marketing

SMS is a very personal communication channel for your contacts. It has it’s own peculiar advantages and disadvantages. We assist our clients to ensure that this medium is used well, including the ability to easily unsubscribe and receive immediate replies to your messages.

12. Surveys / Diagnostics

Also known as an online questionnaire, these tools can be highly engaging, help to build trust, and of course feed your pipeline with pre-qualified leads. Often these tools will be combined with a pay per click and/or email campaign.

13. Conversion Rate Optimisation (CRO)

Okay, so you have lots of people coming to your website, and lots of interactions happening, but in the back of your mind you worry that more can be done … but what exactly?? That’s where CRO comes in – the programmatic adjustment of layout, content and imagery to determine which elements, or combinations of factors, deliver the optimal number of conversions (leads, sales, enquiries, submissions).

Let’s not call this list complete! The ways that we can assist you with marketing your organisation using online technologies will continue to evolve.

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Getting Started with Google Adwords for your Website

April 5th, 2016 by Trevor Robinson

You’ve heard about Google Adwords or Pay Per Click campaigns to bring people to your website, but you don’t know what’s involved, or how to get started. This blog post will help you take your first steps to enticing additional visitors to your website, and inspiring those visitors to take action (buy, browse or enquire).

Before we get into that, a quick summary of Google Adword… Google’s paid text ads can appear at the top, in amongst, or at the bottom of, the regular (referred to as ‘organic’ in the web developer world) search results. The text ads have a set format specified by Google. You can recognise the ads by a small orange image that says ‘Ad’ – well, that’s for the moment, Google changes ad positions and styles from time to time. Your ads can also appear in the ‘Display Network’ – websites of organisations or individuals who have decided to try earn some extra revenue by being paid by Google to display your ads. The feature embedded into 3rd party websites to show Google ads is called ‘Google Adsense’.

GoogleAd

You can also setup image ads, which can encourage more people to notice and click through. Google more recently has implemented an initiative called ‘Re-marketing’ whereby Google tracks who is visiting the websites of advertisers, and then show that advertisers’ ads to those same people when they visit other sites containing Google Adsense. In a way the ad “follows” the person. This strategy is clearly very effective in getting a person to return and buy the product or service being advertised, however, it can be disconcerting / annoying for some. You need to specifically set up Google Re-marketing if you want your ads to follow people around.

GoogleRemarketingAdsinGumtree

The Google Shopping Feed is another tool for inserting your products into search engine results.

GoogleShoppingFeed

Whenever a person clicks on your ad, they are taken to a page of your website that you specify, and in doing so, are causing you to owe Google a small fee for that click. The fee amount depends on numerous factors, but will usually be around the same amount for a specific ad – when you setup the ad, Google will tell you the likely cost per click. When you setup your ads, you will also set a daily budget for click costs per day, and Google will not exceed that cost.

That’s the summary… now, back to getting started!

Step #1 – your objectives

Knowing what your objectives are is essential for achieving them!

Your objectives for your Google Ads are likely to be phrased in one of the following formats:

  • Attract 50 new visitors looking for product/service XYZ per month, in order to receive 25 enquiries and convert 10 into new customers
    OR
  • Attract 500 new visitors requiring service XYZ, in order to add 400 people to our email database
    OR
  • Attract 1000 people wanting to purchase XYZ product, in order to sell 250 products

It can be tempting for business owners to think that they want unlimited new visitors to their website… why put a number on it!? However, in reality, unless your product or service is 100% delivered in a hands-off manner, there will be a limit to the number you can sell in any given month based on your current stock / staffing / processes etc.

Step #2 – writing your ads

Your ads will potentially appear in amongst ads of your competitors and/or in amongst other search engine results, so it is important that your ad stands out or grabs the attention of the searcher, to be more likely to be clicked.

Before writing ads for our clients, we always look at the ads of competitors, and ensure that we take a different approach.

The set format for ads means that there are very few words for you to play with, so writing a succinct but attention-grabbing ad, which appropriately represents your organisation and the destination page, can be tricky!

Step #3 – tailoring the destination page

Your ad needs to deliver – when the searcher clicks on the ad, it MUST take the person to a relevant page of your website that meets the expectation set by the ad. If it doesn’t, the searcher will disappear in an instant (but you’ve paid for that visit), and your reputation will suffer a tiny bit of damage because you have just wasted that person’s time.

The destination page – also called the ‘landing page’ – will likely need some adjustment to ensure that the searcher knows in an instant that they are in the right place. Repeating that text of your add in the first heading and paragraph of the landing page is one way to achieve this.

The landing page should also include a relevant ‘call to action’ related to the ad. Depending on your objectives, your call to action could be ‘sign up for our newsletter‘ or it could be ‘buy now’… Calls to action are often brightly designed images hyperlinked to another page of your site, or text hyperlinks.

Because of the need to tailor the destination page to ensure that the ad, for which you have paid, delivers the highest return on investment, often you are better off creating a specific landing page for every ad you run.

Call-To-Action-Button-Examples

Step #4 – setting up your ads

Once you have your ads written, and landing pages ready to go, you need to setup your ads inside the Google Adwords tool: https://www.google.com.au/adwords/ You need to have a Google Account to login and start configuring your ads. You also need to attach a credit card to your Google Adwords Account in order to start your ads running.

The Google Adwords tool can be a little confusing at first, because there are so many settings and options for your ads. So, if you are going to do this step yourself, you are wise to work your way through some Google Tutorials on how it is done.

Some important settings to look out for when setting up your ads:

  • Keywords – you associate each ad with a set of keywords, and these keywords are the main factor in the cost per click charged by Google for your ad. Google provides a tool for helping you choose appropriate keywords. The most cost effective keywords are those with low competitor activity (few others bidding for that word / phrase) yet a high number of monthly searches.
  • Exact or broad match – the Adwords tool defaults your keywords to ‘broad’ match, meaning that if any of the words in your keyword or phrase appear in any part of the search term entered by the searcher, or synonyms of your keywords, then your ad can be displayed. For example, if the key phrase you are bidding for is ‘ladies hats’ and the searcher types in ‘baseball hats’ in Google, then your ad may appear if you specified broad match. Google defaults to broad match because it is trying to give your ad the most exposure possible, and relies on your ad being written well enough so that only your target market will click on it. However, you run the risk of people mistakenly clicking on your ad, and costing you money.
  • Negative keywords – these allow you to stop Google from presenting your ad if a particular word (the negative keyword) is included in the searched for words. For example, if you sell top end perfume and bid on the search term ‘perfume’ with a negative keyword of ‘cheap’, then if a searcher types in ‘cheap perfume’ your ad will not be displayed. Use of negative keywords is an obvious way to ensure that only the right target audience sees your ad.
  • Time of day – you can specify which days of the week, and the time of the day, that your ad should be displayed. If it is very unlikely that your target audience are looking for your services at 2:00 AM in the morning, then displaying your ad at that time would be a waste and attract people from the wrong country.
  • Location – you can also specify where the searcher can be located, either by city, region or country.
  • Budget – you can specify not only your daily budget but also how quickly you spend that e.g. spread over a month, or spent as quickly as possible. If your ads are not displayed or clicked on, then your budget won’t be spent.

There are many other settings for your ads; reading Google’s tutorials about these will go a long way to helping you work out the best setting for your ads.

Step #5 – managing your ads

In order for your ads to start displaying in Google search engine results you must have a valid credit card attached to your account, and your ads must be approved by Google. The approval process can take several hours, and is necessary after every change to the text of your ads.

It is important to check on your ads on a regular basis with regard to the following:

  • Ensure they are still running!
  • Ad Impressions – if your ad is never being shown, then it will never be clicked on. You may need to adjust your bid, keywords, or ad copy to improve impressions.
  • Ad Position – you need to check that your ads are being placed high enough in the ads to actually be likely to be seen and clicked. This will depend on advertiser competition, and the amount you are willing to pay per click for your ad.
  • Click through rate (CTR) – some ads will attract searchers more than others – these will have higher CTRs, and are likely the ads you will want to spend more money on, and perhaps pause the others – but only if they are also delivering against your objectives.
  • Actual cost per click – if the average click cost is very close to your maximum bid, you may be missing out on potential clicks and therefore should try increasing your budget. If your daily budget, because the average cost per click is so high, won’t deliver enough potential customers to meet your objectives, then you need to consider increasing your budget or choosing different keywords that attract a lower cost per click.
  • Keywords – over time, the terms being used by searchers to find your ads may evolve, so you may need to adjust the keywords associated with each ad. You may also find that people are clicking on your ad
  • Display Network – if you allow your ads to appear within the display network, you should check that your ads are showing in appropriate sites. It’s time consuming to check each website in which your ad has appeared and then adjust, but you can prevent your ad from appearing again in particular websites.

Managing your ads is a little involved, and not managing them well can either cost you serious dollars or mean that you are missing out of potential customers and not meeting your advertising objectives.

We understand that setting up and managing Google Adwords can seem daunting, so if you need any assistance we’re happy to help.

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Integrating your shopping cart with the Google Shopping API

July 29th, 2015 by Harry Liu

The use of Google shopping is becoming more popular in Australia. The norm used to be that you would use the main Google search box, or more recently just type your search terms into the address bar and press enter, to find and compare products. Using this method, the search results is usually a list of websites, requiring you to view many sites to find the best purchase, or if you trusted them, you could use a comparison site to find you the best deal. Now we can use Google Shopping – https://www.google.com.au/shopping – to search items from a collection of ecommerce websites.
google-shopping-example

A search in Google Shopping returns an easy to navigate set of products (images, names, ratings, price) with multiple searching options, a powerful filter to narrow down the set of recommendations, and a Shortlist feature to help you select the product to purchase. Clicking on a product allows you to see more details, including any reviews, and then click through to purchase the product from the original vendor. However Google will only list products that have been submitted by an eCommerce website – Google doesn’t go out and gather product information to populate Google Shopping, as it does with the regular search engine results.

The simplest way to submit your products to the Google Shopping engine is to use the API (application programming interface) supplied by Google. We have recently implemented an automated product feed into Google Shopping for Miami Stainless, so now you can find their stainless steel products through Google Shopping e.g. search on ‘balustrade wire’.

On average it will take around 4 – 5 hours for us to implement automated integration of a Contact Point Shopping Cart website’s product information with the Google Shopping engine. You may elect to only send to Google products that aren’t on sale, or perhaps, certain categories of product – these sorts of rules can be programmed into the automated product feed from your online store.

Why not make the most of this opportunity in Google to place your products in front of more customers?

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Mobile-friendly algorithm update: More Than Paws

June 29th, 2015 by Trevor Robinson

It’s been 2 months since Google rolled out its mobile-friendly algorithm which was set to enhance rankings for mobile-friendly / responsive web pages in mobile search results, so now is a good time to measure the impact of Google’s latest algorithmic update by reviewing one of our clients’ websites.

In order to obtain an accurate gauge between desktop and mobile search results, we needed to select a website without a mobile-friendly website version or responsive design.

More Than Paws is an e-commerce website specialising in clothing, accessories and costumers mainly for our canine friends, as well as other household pets. The More Than Paws team have been thinking about adopting a responsive website since there was first talk of the mobile-friendly algorithm update.

More Than PawsIn order to review the impact of the change, we selected 4 search terms that the More Than Paws website had been ranking well on in the months leading up to the Google algorithm change. The following search engine ranks are for Australian only results in Google, for both mobile and desktop devices – we performed these searches manually, without being signed into any Google Account in order to get the most accurate results.

Dog Bandanas
Desktop: #5
Mobile: #5

Dog Clothes
Desktop: #12
Mobile: #12

Dog Costumes
Desktop: #6
Mobile: #8

Dog Hoodies
Desktop: #3
Mobile: #5

The above results show a small impact on our client website’s Google ranks, with the search terms: ‘Dog Costumes’ and ‘Dog Hoodies’ both showing a 2 position rank deficit compared to the desktop.

We also reviewed the number of impressions for the More Than Paws website via desktop compared to mobile devices, pre and post the algorithm change.

Impressions from March 25 to April 21 (mobile-friendly algorithm introduction)
Impressions pre algorithm change

From the 23rd of March up until the advent of the mobile-friendly algoithm, the More Than Paws website received 5,752 impressions via desktop and 3,530 via a mobile device, which equates to a 47.87% difference.

Impressions from April 21 to June 22.
Impressions after algorithm change

Since the introduction of the update, up until the 22nd June, the More Than Paws website received 20,488 impressions via desktop and 11,931 via a mobile device, which equates to a 52.79% difference, or reduction of 4.92% of impressions between mobile and desktop devices.

It should be noted that most of the websites ranking well for similar search terms do not yet have mobile friendly / responsive websites. We expect that the difference pre and post the algorithm change would be more significant where well ranking competitors have mobile responsive websites. We also expect to see the difference between the ranks to become more significant over time, as Google adjusts the algorithm to achieve its aims in this area.

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