Archive for the ‘Digital Marketing’ Category

An Update on Search Engine Marketing (Pay Per Click)

July 22nd, 2019 by Heather Maloney

It’s been nearly a year since we blogged about pay-per-click advertising in the search engines (‘PPC’ e.g. Google Ads / Bing Ads). A lot has changed over that short time including a new name and a completely new user interface for Google Ads; this blog is intended as an update for business owners and marketing managers to help you keep abreast of what is possible, and the best way to approach search engine marketing.

search engine marketing changes in 2019

Most of the change is around the use of AI applied to the smart delivery of targeted ads, making the customisation of ads for mobile phones much easier to encourage more advertisers to display their ads on mobile, and additional control by Google to ensure positive customer experience.

Quality Scores
I’ve been involved in search engine optimisation (‘SEO’ – the art of achieving high ranks in the search engines for relevant, popular keyword searches) since the mid 1990s and organic traffic (people finding you through searchable content) has always been the #1 priority, and PPC ads the more costly way to get immediate website traffic while your SEO efforts grow your ranks over time. Naturally, the search engines, who only make money from paid ads, don’t see it that way.

Google changes the appearance of ads on a regular basis, and gives preference to the display of ads, all in the attempt to make money at the same time as delivering valid results for searchers. It is in Google’s best interest to ensure that not only are organic search results highly relevant to the searcher, but also the ads. Google want people to be just as willing to click on an ad as they are willing to click on a ‘normal’ search result. To that end, even if you want to pay over the odds to Google for your ad in relation to particular search terms, you may find that your ad isn’t being displayed. That’s because the destination of the ad – the landing page, or web page where the searcher ends up when they click – is now also assessed by Google in determining who to show your ad to. This is referred to as the ‘quality score’. If your ad is about treating back pain, and takes you to a web page that talks about exercise without reference to back pain for example, Google is likely to give your ad a low quality score and be less inclined to present the ad to searchers, and when your ad is presented the click cost will be higher (ouch).

What this means is that you must have high quality landing pages / ad destination pages which richly develop the intent of the ad, and the ads must include appropriate keywords that are reflecting in the landing pages, which brings us to dynamic ads.

Landing pages that are congruent with your ads have been important for a long time and has driven the trend of having your landing pages not only disconnected from your main website navigation, but also omitting your site navigation in order to focus the attention of the visitor only on the action you want them to take. This latest evolution is driving the use of 3rd party platforms which make it easier for digital marketers to setup dynamic landing pages, including sophisticated analytics around visitor behaviour.

Responsive Ads [and dynamic landing pages]
The latest overhaul of the Google Ad’s platform provides seriously sophisticated functionality for creating responsive ads – that is, ads whose content programmatically incorporates the search term entered by the searcher, from a set of search terms which you specify, and configures itself to the available space. A combination of 15 alternate headlines and 4 descriptions is possible. Using our back pain example, the responsive ad functionality allows you to create an ad which might have a headline of ‘Suffering from back pain’ or ‘Suffering from a sore back’ or ‘Suffering from a back injury’ all with the one ad i.e. you don’t need to create 3 ads to achieve this. Then, if the searcher types in ‘help with back pain’ your ad will appear as “Suffering from back pain”, or if they type in ‘recovering from a back injury’, your ad will appear as “Suffering from a back injury”. The descriptions in the content of the ads can similarly be filled on the fly to match the searcher’s intent as determined by AI.

To take this one step further, specialised landing pages can be configured to receive the search terms entered by the searcher, and then display those words in the appropriate place. Obviously you need to be careful when doing this to ensure that the dynamic content makes sense in all cases, particularly if you decide to add more keywords a few month’s later. But the end result is a much more relevant landing page, a higher quality score, and additional traffic to your site at a lower cost.

The ability to create responsive ads and content takes a bit of effort to setup, but means that you can create a lot more ads for less effort over the longer term, and achieve greater ad impressions, therefore more clicks, at a lower cost. It doesn’t however take away the need for greater copywriters, creative ideas and overall campaign strategy.

Ad Format
The available ad formats continue to evolve, and now includes:

  • Basic text-only ads.
  • Responsive ads – can insert text from a set of specified options matching the searcher’s search term, transform into text or image ads and automatically adjust size, appearance and format to fit space.
  • Image ads – static or interactive graphics, animated ads.
  • Image carousel ads.
  • Instream video ads – including vertical format ads specifically for people on mobile (you may need two versions), standalone video ads or inserted in streaming video content.
  • Product shopping ads – product photo, title, price, store name+ more details.
  • Showcase shopping ads – image and description that expands when clicked to show several related products and store information.
  • App Promotion Ads – drive app downloads and engagement with app promotion ads.

The ad formats available depends on your campaign type (search network, display network, search + display networks) and campaign sub-type (e.g. standard or all features).

Targeting
How we ensure ads are seen by the right people is continuing to evolve. In the Google Display Network (where websites show Google Ads, rather than ads as a result of customer searching) the placement of ads is much more a result of prior browsing activity and demographics (by users signed into Google) and less about their search terms.

Google’s “Exact Match” setting is no longer really exact … instead it works out intent using AI (read more about the dismantling of exact match over the years). This is a little annoying as taking that control away means that we are relying on the accuracy of the AI and ultimately Google wants you to spend more. It also means that the thorough use of negative keywords (preventing your ads from displaying when particular search terms are used) is even more important. We constantly review the search terms used to display ads, and extend the negative keywords list to prevent waste of our client’s ad budgets.

With Google’s significant improvement in targeting by audiences – whereby you load your known audience (customer database) up into Google and it then targets exactly those people with your ads, or builds matching audiences of similar people – due to it’s use of artificial intelligence, using this feature to target the right customers for your ads has become more useful. You can make the best use of this feature when you have a larger customer database, and when you know where each person or segment are in their buying journey, allowing you to present appropriate ads for each person. New demographics have been appearing in the audience settings including marital status, home ownership and the like, so we expect this area to continue to expand. Although the recent $5Bn fine against Facebook could slow things down in this area?

Many businesses use Google Ads primarily for top-of-funnel (prospects at the very start of a customer purchase journey) and then use other means to communicate with the new prospect such as email nurture programs. Not surprisingly, Google wants businesses to use Google ads all the way through the process. The use of Google re-marketing – presenting a similar ad to a person who has previously clicked on your ads and visited your website – is another cost-effective way to re-enforce your message with prospects, as these ads have significantly cheaper cost per click.

Bing have launched their own audience building feature this year, which is also AI powered across data collected from Bing searches, Skype, MSN and LinkedIn usage, and is not to be ignored for highly targeted campaigns.

Configuration
Setting up ad campaigns for mobile searches (more than half of all searches are carried out on a mobile phone) was previously cumbersome, requiring advertisers to create another set of ads just for mobiles. That’s changed with the new ad platform allowing the one ad, including ad extensions, to be customised within the one place for desktop and mobile.

Goal based campaigns allows the choice of the results you want to achieve – such as increased leads, greater brand awareness or higher conversions – and then Google will provide recommendations for campaign types that will perform best for you and your budget, and provides numerous automatic bid and placement optimisations. Again this is a result of their deepening use of artificial intelligence.

Whilst Google is giving us far more recommendations to use as we configure and optimise ads, sometimes these recommendations conflict; we don’t just follow these without careful consideration to ensure that they fit with your objectives.

Ad Extensions allow extra information to be shown as part of your ads. New ad extensions include Promotion Extension – the ability to include a price or special offer – thus enticing a visitor to click your ad instead of another.

Controls
Google is much more active in the assessment and banning of ads for all manner of legal and ethical reasons. We create ads with the best intentions in mind, include images, and then may need edit after Google has reviewed.

If you are using Click to Call style ads, the business name in your ads must now really be your business name, and mentioned in your IVR or by the person answering (sounds obvious, right … you would be surprised at how less-than-honest marketers have exploited this in the past). Interestingly, with the increase use of mobiles for search, Google removed the extra charge it originally levied on advertisers using click to call ads to provide metrics and reporting such as length of call (now a customisable setting to attribute as a conversion which previously not been tracked).

Summary
Due to the complexity of the ad platforms, increasing competition for organic search ranks, priority of the search companies to drive revenue through search, and the importance of the configuration on the cost of your pay-per-click ad campaigns, it is really important to keep a close eye on your pay-per-click ad campaigns. We work with our clients with pay-per-click campaigns in a variety of models, from strategic advice all the way through to full responsibility for creation and execution of ads. We can pick up your existing campaigns from where they currently are and improve them over time, or work with you to create your first ever pay-per-click ads.

We look forward to having a conversation.

But Wait! There’s More
We haven’t touched on You Tube ads in this article (also owned by Google). With the viewing of You Tube video continuing to grow, presenting video ads within You Tube is an option more organisations need to utilise.

Google does not stand still – it tends to roll out a major update to its ad platform every 6 months. Google has already announced the many new features coming to their ad platform which will likely be rolled out during the rest of this year. Many of these relate to search on mobile phones. Here’s a short list:

  1. A new type of ad – Discovery Ads – to appear in the new Google Discovery Feed app that mobile users are likely using on their phones. Discovery Ads, because they are interrupting people in a similar way to ads inside your Facebook Feed, will have strict quality constraints around them e.g. the requirement for unique (not stock) high quality images.
  2. Images inside search ads, but only on mobile, and only in the first place – this will be called a Gallery Ad.
  3. AI will be used to create interesting 6 second videos from original, up to 90 seconds in length.
  4. Deep links from ads to inside apps.
  5. Advanced bid strategies will allow you to exclude data considered by artificial intelligence when determining when to place ads e.g. particular spikes due to out-of-the-ordinary activities.
  6. Location based ads will start appearing in Google Maps search suggestions and while a user is use getting directions.

We look forward to exploring the use of these changes and more in the Google ads platform.

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Why Write a Blog?

July 10th, 2019 by Dave O'Dwyer

Everyone says you have to blog … but why? No one reads them anyway, right?

Sorry, but that’s just totally wrong. For many of our clients, their blog posts are the best ranking, and most visited, content of their website. If you don’t have an active blog, it is likely to be a significant missed opportunity.

why write a blog post

Why blog?
Here are the reasons why blogging is very important:

  1. Signals new content to Google.
    Google values fresh content because it wants to provide the latest and greatest content to people searching for solutions. Google can tell that a blog post is part of a blog (as opposed to a landing page or other regular page of your website) and more often than not will give your blog content priority over other types of content, because blogs are intended to educate, engage in conversation with visitors, and address a very specific topic or news event.
  2. Builds authority.
    Blogs help to build both domain authority (Google ranking your website as a source of valuable information on a topic), as well as credibility in the mind of the visitor. Being willing to publish on a topic means that you know enough about it to put forward your views. Customers are much more likely to invest in your product or service if they believe you know what you are selling, very well.
  3. Backlinks.
    Informative articles will be linked to by other websites, again signalling to Google that your content is of good quality and worthy of ranking highly in the search engines.
  4. You Own the Content.
    While pay-per-click ads and social media posts, both drive traffic to your website, their impact either requires ongoing payment, or disappears after a short period of time. The blog posts you write if picked up by Google, will be found and therefore deliver traffic to your site for many years to come, and can help you to “own the space” for particular search terms.

The most important aspect of a blog post is that it gives you the freedom to publish super targeted content, addressing the concerns, desires or needs of a very specific segment of your potential audience. Your blog can easily incorporate what is referred to by digital marketers as long tail keywords – phrases that are frequently used people trying to solve a particular problem. For example, if you are the parent of a young child you might search on “how to help my child give up their dummy?” A blog post that addresses this question can easily incorporate this phrase, and related phrases within the content of the article.

Blog posts also allow you to focus in on the intent of the person reading the blog, and help them move forward down the decision path or buyer journey, by taking the time to explain the problem, empathise with the reader, educate, and give alternative solutions.

If you tried to achieve such a detailed response to a specific question through the main pages of your website – particularly if you have a wide variety of solutions to many customer needs – your website would very quickly become cluttered.

Some examples of blogs we have developed for our clients include:

  • Handyman: a blog post on how to change bathroom taps can include more keywords and information than a general handyman services page.
  • Graffiti removal service: removing graffiti from wood vs removing graffiti from glass target different keywords and searches compared to general ‘graffiti removal’.
  • Surf Shop: a blog about how to care for your board, providing value to potential customers, who then become aware of the brand.

How to approach writing a blog
When writing blogs for our clients in order to generate additional, targeted website traffic, we perform the following tasks:

  1. Identify search terms being used by potential customers to solve a particular, relevant problem.
  2. Consider the demographics and other characteristics of the potential customer.
  3. Clarify how our client’s product / service can solve the problem, especially how they differentiate from competitors.
  4. Write a blog post, rich in the phrase/s commonly used by the prospects, empathising and educating at the same time. We are also careful to use an appropriate style of writing and tone of voice to match our client’s brand, and which will engage the target market.
  5. Include at least one call to action within the blog content. The same call to action is likely to be linked to more than once, to ensure that the reader doesn’t miss it, and has it close by when they are ready to act. Depending on what you are promoting and the likely length of the buyer journey, the call to action could be requesting more information, subscribing to receive future updates, requesting a sample, buying immediately, following you in social media …
  6. Incorporate design elements (images, video, headlines etc) into the blog post to keep the reader’s interest and make it more memorable.
  7. Receive client feedback.
  8. Finalise and post the blog.
  9. Share the blog post in social media and through email newsletters.

It’s important not to forget the final step of promoting the new blog post in social media. Sharing the post in your social channels, such as Facebook, LinkedIn, Twitter and Instagram, make it easy for others to share on your content, which in turn will achieve greater reach. Google My Business now also allows you to post articles, again extending the reach of your message.

Writing a teaser to your blog post, and including that in the regular emails to your clients, ensures that your existing clients don’t miss your valuable content. Blog content is easily shared by readers due to the social sharing links that are normally included within each blog post (see below … hint hint!).

Don’t have time?
SME businesses are often fully occupied running their business, and don’t have the resources on a regular basis to write their own blogs. In this situation, we are very happy to help. A good place to start is making a list of the problems that you regularly solve and questions you commonly hear from prospects and new customers, then provide us with bullet points of your solution – we can take it from there!

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Not Everyone Loves Networking But LinkedIn is a Gold Mine for B2B

June 25th, 2019 by Dean Troth

Not every business owner loves networking. Nor are they all on LinkedIn. However, in this blog post, I argue that LinkedIn is a gold mine of opportunities particularly for B2B.

In B2B relationships are vital. The business owner getting out into the business community and meeting people is how we bring in leads and opportunities. Some see LinkedIn not as a networking opportunity but a waste of time, full of picture-perfect professionals with hyped up qualifications and over embellished achievements, trying to fast-forward their careers, rather than serious business people. Others feel that the only time they hear from anyone on LinkedIn is when they are being sold to. However, for business owners and those in business development, LinkedIn is full of new business opportunities, more than any other platform or forum, online or off.

Although there are obviously employees using LinkedIn as a tool to advance their careers, and sales people who don’t take the time to know you or add value, we have found it to be a very useful tool for business owners in building credibility as an expert, and generating genuine conversations that lead to meaningful relationships with people who want to do business i.e. your ideal client or customer.

People are built for relationships. People do business with people they know, like and trust. Sure, business is business, but business is never impersonal. If you look at your business revenue using a pie graph, chances are that a large proportion of your business has come from clients with whom you or someone in your team has a solid trusting relationship.

Networking is nothing new. In the past, networking happened mostly through ‘word of mouth’, conferences and at ‘real world’ industry networking events. You attended these events when you could. But how comfortable were you?

LinkedIn Outreach for growing your business

If you are like me, some events were fantastic business opportunities. You had lots of positive conversations, met a load of interesting people and collected a handful of business cards. You followed up three or four for a meeting over coffee, that led to new business opportunities. But these events were rare. At other events you didn’t meet anyone. You were late or tired, so stayed back, in the corner, and spoke to the three or four people you already knew well. You got home late. There was no real benefit to you or your business in being there. And thinking back you, realise that whether you made five new contacts that led to profitable business deals or none, it was pretty close to random.

LinkedIn removes the random
With over half a billion business people on the platform, and growing rapidly particularly in the last few years, LinkedIn is the world’s largest professional network by far. This means that most people you would like to do business with are spending time on LinkedIn.

We have seen that LinkedIn helps business owners have meaningful conversations, with people they haven’t met yet, like never before. Instead of walking up to a complete stranger and hoping there is some way you can connect and hoping there may be mutual benefit in knowing one another, in LinkedIn you can make sure you are approaching the right people, and know how you can add value to them, up front.

Should I accept a connection request?
I’ve had business owners ask me whether they should accept invitations from people they have ‘never met’. I like to think about the answer to the question this way: “If you were at a business networking event and someone you hadn’t met before tried to strike up a conversation with you and then offered you a business card, would you ignore them and walk away or would you engage in a conversation, accept their card, and spend a little bit of time to find out who they are and what they do?”

Of course, if you approach people via LinkedIn in a way that isn’t attempting to have a real conversation, then you will likely not get very far … just like at a physical networking event.

Imagine LinkedIn as your own, ongoing private networking event

Regardless of dates or times, or busy calendars and pre-commitments, 99% of people are always available to make it to your LinkedIn event! Depending on your personality type, you can choose the size of your event: to have 125, 25, 5 or 2 people in the room at once. The biggest difference is that you get to choose who is in the room and which companies are represented. They all receive a personal invitation from you. But it doesn’t take months to organize. It only takes minutes on each. You choose the time and date that’s convenient for you to engage, and the people you contact can respond when they are free as well.

Even better, you get to choose the topic of conversation and you get to research the people you’re speaking with and take your time to develop your ‘pitch’ or ‘spiel’ before they even say ‘Hello’ or swap business cards.

All the pressure is removed. You’re totally in control.

So where to start?
We recommend you start by having a company page and that you and everyone in your business is associated with, which has a professionally written LinkedIn profile. Your profile needs to contain far more than a basic outline of your CV. You should put more effort into crafting your headline, summary piece and seeking recommendations than you would ordinarily put into your resume.

Write for Your Ideal Client Persona
Like every good website, your LinkedIn profile should not be written from your standpoint. It should be written from the perspective of your ideal client or customer. But that raises an interesting question – who precisely is your ideal client or customer? In fact, if you sell a variety of products / services, there are possibly different ideal clients for each one. In such a case, pick the most important persona and focus on that for your profile (posts can be written for the other personas – more about that in a moment).

For starters, you need to have a clear picture in mind of the attributes of this person. What industry and location are they are in? What companies do they work for? What interests and level of experience do they have? We call this a client or customer ‘persona’. It’s a word picture (and often stock photo) that describes their personality type, their external influences and needs and also their motivators and emotional state.

Personas help you to be more targeted in everything you write or produce – not just your LinkedIn profile or articles and videos you share but also on your website, your email newsletters, or even your proposals and marketing materials. The digital marketing team at Contactpoint can certainly help your company define your target personas and compelling content to address their needs.

Next you need to identify what specifically you and your company can do for the persona, that sets you apart from your competitors. This type of language will also hopefully position you as unique and a thought leader against the many other individuals and companies in your field or sector.

Prepare to Connect
Armed with a clear picture of your target market, you should identify how you can add value to the prospect, before they have engaged your services; often that will be by providing useful information. You likely will already have information assets available to share with people you contact via LinkedIn, if not, we can assist you to brainstorm ideas and prepare such content.

We recommend that you think from your ideal client’s viewpoint. How they would like to be approached? What they might need in order to understand your organisation? What would help them in their day to day role? How you could collaborate together for mutual benefit?

Think about how a conversation may transpire; offline and online won’t be that different.

Connect
Now that you are prepared, LinkedIn provides tools to make it easy to find relevant people that fit within the persona you have described.

  1. Connect with each person, including a tailored note to ensure that the conversation gets off on the right foot.
  2. Continue the conversation using the information and value you had previously prepared.
  3. Be on the ready to arrange a meeting by phone or in person to discuss how you can work together.

LinkedIn Outreach: A New Business Case Study
At Contactpoint, we’ve recently been helping a client to develop his network and grow his digital transformation business. He has deep expertise and decades of experience in digital transformation, particularly in the big data and analytics space. We started by helping him to improve his professional profile on LinkedIn, including a professional headshot, and a headline that positions him as a thought leader.

Next, we worked with our client to identify his ideal individual lead with his ideal client account and the problems they may be looking to solve. His ideal leads were senior IT executives, usually the CIO or CTO, within mid-cap companies (annual revenues of $100M to $1B) across three different sectors in Australia looking to move their data and application servers to the cloud on their road to big data analytics and the use of AI. Then we began to target and build lists to outreach to, whereby we used many of the sophisticated targeting tools available on LinkedIn Premium, to identify and then reach out to appropriate individuals.

Finally, we assisted in the creation of thought leadership papers that could be shared via LinkedIn messages or email to start to generate some high-level conversations. Like many business owners and professionals, our client started the journey feeling somewhat uncomfortable reaching out to people they had never spoken to in real life. After all, what would you talk about? How would you get them to engage?

We took the time to tease out ideas and carefully craft several statements to use in personalised outreach. Our approach is always ‘softly softly’, one-on-one, personalised and professional. We always seek to add value up-front. For this client we’ve been using the ‘research approach’, whereby each conversation contributes to a higher purpose or understanding (the last thing you want to appear is too ‘salesy’).

Regardless of where you’re starting from, Contactpoint can help you build or refine your profile. We also have the skills, experience and expertise in-house to write (or edit) articles that position you as a thought leader in your sector or field. We can assist you to reach out and connect with dozens, if not hundreds, of decision makers working for your ideal clients or customers.

Most people don’t like doing business with strangers. LinkedIn means those on your ideal client or customer list don’t have to be strangers any longer. You can start a private conversation, share people you know or things you have in common, then add value to them or help in their role. Hopefully this means you’re not strangers when you speak over the phone or meet up for coffee.

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Latest trends in website design, and why …

January 22nd, 2019 by Heather Maloney

We have just undertaken the huge task of re-designing and re-building the Contactpoint website. Until last week, our website design was over 5 years old, which is ancient in web timelines, particularly for a web design & development company. Our previous website design was aimed squarely at indicating that we were working with the Windows Metro Tiles in our mobile app designs and builds. The Metro Tiles design style was fairly new at the time, which confirms just how old our site design was!

When you have a large website, with lots of historical content created as a result of hundreds of hours of investment, and when your site covers many areas of endeavour and really matters to the way your organisation is viewed in the marketplace, then refreshing your website is a significant undertaking.

Do you have the impression that your website looks a little out of date, but aren’t sure why? Are you wondering whether it is worth the time and resources required to refresh your website? In this article I will address both of these questions, and of course, I’d be very happy to discuss this questions with you if you need a sounding board.

Current Design Trends

First, let’s have a look at the latest design trends that you will be seeing in the newest websites, and some reasons behind those trends.

1. Cartoon / Hand Drawn images:

Latest design trends - illustrations

It is currently very popular to use illustrations, rather than photos, particularly in software-as-a-service or start-up technology company websites. Illustrations are helpful to convey new ideas without the constraint of a photo, and explain a new concept in pictures rather than lots of words. Similarly, we are also seeing much more use of hand-drawn, unique icons to help direct the user to the right information, and to solidify a point being made. The quirky and hand-drawn style of illustrations and icons make websites more friendly and engaging. You can see this in the icons used on the Yelp website and Slack website for example.

2. Lots of white/empty space providing separation of sections of content, also with less information per section. Both of these visual devices make it very easy for the visitor to take in the content, and focus on the key point/s. The new Firefox website shown above is also an example of this trend. This also makes mobile responsiveness easier, as you have less content to deal with on the mobile, however, it needs to be balanced against the impact on search engine optimisation; Google works out where your site should be ranked primarily on the content you include in your site, so you need to have significant amounts of content.

3. Animation of icons, logos and form fields. We won’t be going back to the days of flaming logos, however, with new programming libraries being created that facilitate easier, sophisticated animations using Javascript, animation is being more freely employed to:

  • provide visual cues to the visitor to suggest interaction points
  • gain the attention of the visitor to more important parts of the site
  • provide a delightful user experience

For a beautiful example of an animated logo, check out: Fubiz (you need to wait first for the whole site to download, and the logo animation doesn’t run constantly so you might need to be patient). The Myer website currently employs an animated logo to emphasise the “My” in Myer matching their TV advertising slogan. The Ikea website uses an animated icon to highlight information about their parcel delivery service.

4. Use of video. Like animation, video grabs the attention of the visitor, and provides for deeper engagement with your audience. The use of drones to create unique footage is also continuing to drive the popularity of video, as seen in the home page element of the new Brighter Lines website.

Video is increasing being used in more subtle applications – backgrounds that automatically play in order to add atmosphere to your website without requiring the user to focus on and listen to audio at the same time.

5. Design for mobile. This is not so much a new trend, but designing for a great experience on mobile devices has become even more important with Google’s recent change to “mobile first” for ranking of websites, whether you are searching via your mobile or not. Not only does your website need to look great on very small screens (and every other size) it must also be very fast to load on mobile.

6. Headings, Headlines and Buttons. Examples of the latest trends in headings, headlines and buttons are shown below. These trends are partly about fashion, but also strive to make text shorter, and calls to action, very clear and obvious. They are used to take the visitor down the desired path.

7. Typography. Choice of fonts has become more important with Google making it easier to incorporate a unique font into your website, without sacrificing load speed or readability. The font used in your website will be focused on ease of reading on screen which is why sans serif fonts dominate. Large fonts, and capitalised headings, are used widely, as shown in the examples above. The space between lines and paragraphs are carefully chosen for readability and aesthetics.

8. Cards, tiles and panels. Google’s Material Design was launched in 2014, incorporating flat design – predominantly solid, strong colours – bringing to digital design the concept of surfaces with edges that guide the user, but can extend based on interaction due to the digital nature of the surfaces. “Cards” and tiles with subtle drop shadows, becoming more pronounced on hover, help to focus the visitor’s attention as well as provide subtle interactivity with your website. Google also provide programming language around the elements of their design system to assist in their implementation. Cards and panels are usually implemented in a grid system, which aids mobile responsiveness. An example of cards implemented by CodePen.io is shown below.

Reddit and other news style sites use this design element extensively.

9. Asymmetrical Designs As a break away from the extensive use of grids and boxes, asymmetrical designs are becoming more frequent. The Cloco website is a great example of asymmetry. Our new Contactpoint home page – custom technology Melbourne with angled background sections are an example, leading the visitor’s eye to want to keep scrolling down to see what comes next.

10. Hardware driving design trends. For mobile app design, the iPhone X requires special treatment due to the “notch” cut out of the top of the display and the introduction of “Super Retina” display. The digital screens now surrounding stadiums such as the MCG and inside the Rod Laver Arena, also drive design changes as they extend the boundaries of what is possible, and increase expectations of viewers.

The above is not an exhaustive list of all the design trends you will be seeing on the web, but it will certainly help you to pinpoint why your site might be looking a little old compared to newer sites.

Why is it important to keep up with design trends?

If you are not in the fashion industry you might question why you need to try and keep up. Certainly, we are not planning to change our website design every time something new hits the web. However, the design of your website, and all your marketing material on and offline, is a powerful indicator of who you are, and who you serve.

The following are important reasons why you might consider a design refresh:

  1. Fashion. There are those who make up the numbers of the “standard deviation” (the outliers who like to start new trends, or go off grain) and then there is the majority; people behave in a tribal way, following the trends of the tribe or group of people with whom they want to identify. The concept of Tribal Marketing asserts that when the trends and look of the tribe that your organisation serves moves, you need to move with them so that you are still recognised as being part of the group and serving that group.
  2. Keeping up. The desire to keep up with the latest and greatest, or not miss out, is a strong drive. Looking outdated can be a signal that your products and services are also not up to date. Depending on your industry, falling behind can mean losing competitive advantage or missing out of value available to others.
  3. First Impression. Research has shown that website visitors make a judgement call about who you are in a fraction of a second. Having a good first impression via a strong website design is important to keep a prospect on your site long enough to find out more about your offer.
  4. Improvements in experience. Most of the design trends described above are not just about changing for the sake of fashion; the changes are part of constant improvement to help guide the people you serve, and want to serve, to action, and communicate your most important messages more clearly.
  5. Communication. Getting your message across – all of your message – can be delivered so much more effectively through design and visual elements, compared to all the words it would take to deliver the same message. The other side of this coin is that your design might be communicating messages to your visitor that you aren’t intending, especially if it has been the same for a long time.

We understand all the steps involved in designing a new look site that appropriately reflects your organisation and positions you correctly for your target audience, and then building your new site to achieve the greatest engagement of your visitors. Don’t hesitate to get in touch to discuss your website or web application design.

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The Swiss Army Knife of Digital Marketing – Google Display Ads

January 5th, 2019 by Cameron Collins

You may have noticed that Google has recently changed the name of their advertising platform from Google AdWords to Google Ads. Name changes can be risky, but in this case we think it makes perfect sense.

Google first offered text ads at the top of their search result pages in October 2000. These ads are still popular today. For our clients, they offer those in competitive industries to opportunity to achieve exposure and traffic in relevant but hotly contested searches.

While visibility in relevant search results is highly valuable, gained by search engine optimisation, this often won’t guarantee a sufficient level of online leads or sales generated from your website. For example what if:

  • There are very few relevant Google searches for your product or service.
  • You wish to encourage your website visitors to return to your site (especially if you have a lengthy sales process).
  • You have a new and unique offering and wish to gain brand awareness.
  • Your product is visually stunning – you know your target audience will be interested if only they could see it.

Google gradually expanded their ad network offerings, with search ads being joined by display, shopping, video and universal app ads.

What are Google Display Ads?

Display ads appear throughout approximately 2 million websites and apps which are part of the Google Display Network. News websites with ads in the right side column are an example of this. Other options include ads underneath YouTube videos and at the bottom of the screen in apps.

Display ads have taken off in recent years, and for good reason. These can be used to reach your target audience at all stages of the sales funnel.

They’re highly cost effective, with the average cost-per-click at $0.63 (compared to $2.69 for search ads).

What really makes these ads stand out from other advertising channels is the unique audience targeting options which are available. You have the ability to request that Google displays these ads to:

  • Previous visitors of a particular page or pages of your website (these are the ads that “follow you” across the internet).
  • People who have recently conducted a Google search for search terms which are relevant to your product/service.
  • People who have recently visited websites similar to yours (i.e. your competitors).

This makes Display ads highly versatile. They can be used to encourage visitors back to your website, particularly when they have demonstrated a level of interest, even added a product to cart but not completed the transaction. Products which are more complex or have a higher price tag are often not purchased spontaneously and involve a longer decision making process. These ads ensure your brand isn’t forgotten about during the decision making process.

Display ads also attract visitors who are interested in your product/services but have been visiting your competitors and not your website. Again for purchases which are not made spontaneously (e.g. a new car), or product/services which are not purchased as a once off (e.g. a chiropractor appointment), this is a great way to reach your audience, alongside organic and paid search results.

If you have a new brand or product that is visually stunning, display ads provide a great way to increase brand awareness at a low price, and draw visitors to your website, when they would otherwise be searching for more established brands (e.g. a stylish new brand of watch).

Misconceptions about Display Ads

A common misconception regarding display ads is that ad blockers will eventually render this format to be useless. As of 2018, the display network has been able to reach approximately 90% of global internet users. While Google makes their money from advertising, they understand that harassing internet users with obnoxious ads doesn’t benefit anyone. Google have begun to enforce standards from the Coalition for Better Ads. These standards aim to eradicate ad formats which annoy internet users the most – such as pop up ads which block the main page content, auto-playing ads with sound, countdown ads which delay the loading of main content.

Display Ad Case Study: Select Kitchens

We were recently approached to review the effectiveness of a Google display ad campaign for Select Kitchens. Select Kitchens offer prestige, high end kitchen renovations in inner-east Melbourne localities such as Toorak and Camberwell. Their display ad campaign was failing to attract leads for their sales team. At closer inspection we found that the ads were not being clicked on. After being displayed 61,258 times (impressions) their ads had only been clicked on once.

And as you can see in the cost column, that one click costed $17.33! These ads operate on a pay-per-click format, where you pay Google each time someone clicks on your ads. Without regular PPC management, you may find that Google makes more money from these ads than you do.

After reviewing the display ads in use, we found that they failed to describe the high-end products which their target audience seek. The ads appeared dated, cheap and more representative of a low-cost renovator.

In December we paused the existing ads and implemented a new style of ad. To gauge the effectiveness of the new ad design without influence of other factors, we didn’t change the campaign targeting and displayed the ad to the same audience. The only other change we made was to reduce the allowed maximum cost-per-click from a staggering $40 to a more reasonable $3.00.

The new ad comprises a slow-scrolling animation of a modern kitchen, displaying simple key messages and ending in a call-to-action. It’s simple, elegant and stands out to those who have been searching for high-end modern and contemporary kitchen renovation companies.

The ad looks like a video, but really it’s an image which is being slowly displayed from left to right. Its design tactics like this which make ads stand out without resorting to obnoxious and tasteless behaviour.

As you can see, the new ad has resonated with the target audience. It received 188 clicks at an average cost of $2.02 per click. Select Kitchens received their first ever conversion from display ads, and with some adjusting to the audience targeting, we look forward to seeing many more quality leads.

If you would like to find out how Google Display ads can help your business, send us a message and we would love to have a friendly chat with you. Contactpoint has 14 years’ experience in providing lead generation and e-commerce solutions for Melbourne businesses through a range of digital marketing channels.

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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.

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 re-targeting 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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