Marketing

Digital Marketing 101- What is E-A-T and Why is it Important?

 

When exploring the world of digital marketing and SEO in particular, trying to get your website to rank higher in competition with your rival websites.

You’ve likely come across the acronym E-A-T.

But what does E-A-T actually mean?

Well, it stands for Expertise, Authority, and Trust.

Ironically, you can compare it to the qualities that you might look for in a restaurant when looking to do exactly that: eat.

What do you look for in a restaurant?

You’re going to want them to display expertise in their area; you don’t want to go to a restaurant that employs sub-standard chefs who aren’t well-versed in the culinary arts.

You’re also going to want to find a restaurant with authority, which is the hottest restaurant in town and stands out as the authoritative figure on your desired cuisine.

And of course, trust; do they have a reputation as being great at what they do? Can you trust that upon booking a table and sitting down to eat, that you’re going to have a positive experience?

The very same applies to the way in which Google and other search engines rank (and thus, recommend) your website.

Have you displayed expertise in your field; are you an authoritative figure worth mentioning; and can you be trusted?

Of course, every company is going to answer yes, yes, and yes.

However, your job is to not simply say yes, but to demonstrate the fact through your actions, methods and the type of content that you share with your target audience.

By adopting and improving E-A-T score, you will not only encourage Google to recognise and reward you, but you will subsequently offer a better ‘guest experience’ for those visiting your website.

When a higher standard of E-A-T is displayed, you can expect those visiting your website to have a much higher chance of converting into business.

You see, its not just about getting bodies through the door, but being able to accommodate them appropriately as well.

Demonstrating Expertise

Having ‘expertise’ is demonstrating great knowledge and/or expert skill in a particular field. So, how do you go about proving that you are indeed the ‘expert in your field?’

Demonstrating expertise is about following through on your promises.

You have to provide an exceptional service that gets people talking and wanting for more.

You must have unique, engaging, and informative content that has purpose on your website, content that makes you stand out from your competitors.

An effective way of doing this is by adding regular content to your blog, sharing industry-relevant information to your audience.

It is important to write unique, and expertly crafted content that stands out from the crowd. Google will be scrutinising the content on both yours and your competitors websites in order to decide which is the best, the most informative, and truly authentic.

Writing regular blogs that provide good information, teaches the end user something new or helps them solve a problem will also help you get found for more search queries on the web.

This will invariably increase your authority over time and help to build trust, but we will get to that.

Achieving Authoritativeness

Authority is a way of measuring where your website stands in comparison to other website’s that offer similar information.

You can achieve authoritativeness by expanding your website and offering as much information as possible.

You will want to have detailed information pages on each of the products and services that you offer.

The more services or product pages you have, the more you are likely to be found for.

The bigger a website the more authority.

An FAQ page is also another great way of building authority.

If you have an answer to every question that your potential customers might have, available to peruse on your website, then it proves that you are the authority in your industry because you are anticipating your audience’s needs before they arise.

Link building is another huge factor when building your website’s authority.

It shows that other websites and businesses are ‘recommending’ or ‘vouching’ for you.

A backlink from one website to another is a vote of confidence that proves to Google that yours is a website worth talking about.

Gaining Trust

What is trust? It is simply being able to be relied upon as being genuine and truthful.

People want to know that when they are seeking information, products, or services, that the source can be trusted.

You don’t want to end up buying products from a website that turns out to be completely different from the description provided.

Nor do you want to put your faith in a service provider that has a history of letting clients down.

 

So how do you gain trust?

You must be truthful, accurate and reliable always.

First, you will need to have a secure website with an up-to-date SSL Certificate. This shows that you take safety and security seriously.

Try to secure as many positive reviews as possible.

This can be done through Google My Business, your website via a testimonial section, and through your social media channels, such as Facebook.

At Content SME, we have an effective method of obtaining positive reviews, whilst also protecting our clients from negative reviews before they can make it to a public platform.

That way, you can identify the problem area and work to resolve the issue with your disgruntled customer.

If handled with care, you may even be able to turn that negative feedback, into a positive review.

If you’re interested in exploring it further, please feel free to contact us and we can take you through the essentials.

Remember: it’s always better to issue a refund, than it is to suffer a negative review.

Be integral in everything that you do

Another great way of gaining trust, is by remaining truthful. Do your due diligence when researching and writing about a subject.

If you’re going to write figures or percentages, you must cite your sources so that people can check the authenticity of the claims.

As an example: there are approximately 1.7 billion websites on the internet, which is why it is so important to be as authentic and informative as you can in order to stand out.

But how can you trust those figures?

I could have just plucked that number out of thin air to reinforce my point. However, we’ve linked this claim to the source of the information, demonstrating that we have nothing to hide.

The same applies to all other content that you produce. Show your workings and let your audience know how you managed to arrive at a certain conclusion, so that they can have faith in your intentions.

You must create authentic content, rather than simply ‘copying and pasting’ it from elsewhere, because another website summed it up rather nicely.

Make your post bigger, better and more informative.

Remember, trust that is lost will very rarely be regained.

Thus, it is paramount that you always have the best intentions when associating content with your website, brand, and business.

That is the key to achieving an optimum E-A-T rating, and subsequently experiencing greater success in the online community.

If you’d like more information about this subject, or would like to explore our digital marketing services more, then please feel free to contact us today.

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Marketing

How to Track Your Website’s Performance
Google Conversion Goals and Tag Manager

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Google Conversion Goals and Tag Manager

So, you have your website, now it’s time to track your performance with analytics to see how you are fairing with regards to the website traffics conversions.

One of the best ways of doing this (in our humble opinion) is via the Google Tag Manager.

GTM is simple enough to implement and allows those who aren’t so “tech-savvy” to easily include things like pixels, scripts, and other tracking components to their website.

It even allows the user to get down to the “nitty-gritty” by identifying when, where, and how certain tags are called to use.

Of course, whether you’re creating a fresh tag container for a project, or transitioning your existing website across, there will be a few essentials that you’ll want to set up.

The most important of all, would be make sure that a website’s analytics is successfully loaded through the TM container.

The good news is, if you’re not sure what that means or how to go about it, there’s a simple pre-set in the Google Tag Manager that allows such a configuration.

Using Tag Manager with your analytics embedded throughout, you will be able to harness that data coming through your website and see which specific elements are generating what kind of engagement, and subsequently set yourself new goals and targets to achieve.

What is a Goal in Terms of Website Performance?

Your website’s goals are defined points of user engagement as depicted in your Google Analytics data.

You can specify a selection of goals within your account for things like, page views, form submissions, eCommerce purchase, and more.

Through GTM you can configure these goals under the following: Administration > View Goals

You can then set up whatever goal you desire and specifically measure each one that includes the specific type of user engagement that you are interested in.

As an example, you may want to track the number of conversions that are coming from anyone who fills out a form on your website from various paid advertisements.

That would be a great way of determining just how well the copy on the form is performing, and whether or not you may need to tweak the advert itself which is attracting said traffic.

This is known as an event type, that is intended to measure user-initiated actions.

In the case mentioned above, the action is when a user submits their personal information using the form on your website.

There are also many other goal types that you can track such as how often a specific page is viewed and how long users are spending on certain pages.

How to Set Up Tracking in Your Google Tag Manager Account

When it comes to configuring tracking in your GTM, you will need two specific elements:

– A “firing trigger” (anything from a button click and beyond)

– The tag itself

The tag that you wish to configure will only appear according to the parameters of the “firing trigger”.

The firing trigger can be something as focused as a specific single button click on one page of your website, or as broad as “all page views”.

This is why the necessity for a decent tagging system is so valuable, as you can make all of these specific configurations without having to dig through your website’s source code.

Simply put, it makes the GTM exceptionally easy to use.

Once everything is setup, tracking the individual goals on your website will be as simple as logging into your Google Tag Manager account and viewing the data presented to you.

Following that, you and your team will be exposed to some amazing “game-changing” possibilities.

The future of business is data-driven and those who are willing to accept, embrace, and implement that into their strategies today, will be more likely to thrive in the future.

Confused?

If the Google Tag Manager is relatively new to you and you’re not entirely confident with the more technical aspects of running an online business, then please feel free to contact us at any time.

We will be more than happy to assist you in tracking and managing the data that comes through your website, as well as advising you on how best to utilise that data into actionable processes.

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Marketing

How to Market Your Business in Thailand Through COVID-19

What you need to do is:
1. Remain Positive – Your Attitude is Important

Not so much a marketing strategy, but valuable advice none the less:

In order to get through this crisis intact, you must adopt a positive attitude.

Many people took one look at what was happening to other businesses and assumed that their business would fail.

That’s not a great start, but an entirely understandable reaction.

Instead, you should stay hopeful and look to the future with a positive attitude.

If you maintain a positive mindset you will be able to keep a clear focus on the things that matter the most.

Pay little attention to the news, they use fear as a commodity because at the end of the day fear sells. Make no mistake, they are selling fear to get more ratings.

The better ratings they have the more money they can make from advertising.

So don’t waste your time borrowing problems from tomorrow, when instead you can be focusing your precious time on implementing strategies that will help you avoid those problems altogether.

It’s not going to be easy, there is much work to be done, but you can get to where you need to be if you believe in your brand, your business and you are willing to put the effort in.

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“Things Can Only Get Better”

Some businesses are going to thrive from this nightmare, whereas even more still, are suffering.

All you can do is try to ensure that you, your employees, and all of your families are provided for by securing the future of your business.

In the midst of this crisis, many business owners are slashing their spending and avoiding marketing at all costs in an attempt to batten down the hatches and weather the storm.

When really they should be doing the opposite.

The businesses who will survive this pandemic and climb to the top, are those who are prepared to put in the work.

If you double down on your marketing efforts and adapt your products or services where necessary, you shouldn’t have too much trouble getting ahead of the curve.

We want to give you ideas on how to adapt and market your business through COVID-19 and try to make the most out of this terrible situation.

2. Research What Your Government Can Do for You

Support for Thai companies are not great when compared to other countries like Australia, however, Thailand has not been affected by the coronavirus as much as others.

Thai SME’s are eligible for loans for up to 3,000,000 Baht with an interest rate of 3%, which is available for the first 2 years of the loan.

There are also social security and income tax reductions and extensions on tax filings.

You should consult with your accountant or business lawyer for further assistance.

3. Adapt Your Products & Services if Possible / Necessary

If your industry has been significantly impacted by the COVID-19 crisis you must try to identify ways in which you can adapt your products and services in order to remain relevant.

For example, if you are a restaurant, you can look to home delivery or in-house catering.

You could even put together online cookery classes and deliver the ingredients ‘care-package’ style.

Desperate times call for inventive measures so get your thinking caps on and find a way to keep some revenue coming in!

There is usually a way, it just might not be staring you in the face.

Also, a good strategy is to make a discount offer on an upfront product or service that has the opportunity to make you money on the back end.

For example; you could offer a very good discount on the price of a meal, but advertise your sides and deserts at full price.

People are much more likely to spend a little extra if are getting a good discount.

4. Work on Your Website

Now is the perfect time to give your website a refresh, if it’s needed.

You can either simply make some tweaks yourself or upgrade it all together with a professional web design service if you have the budget available.

Right now, you might find that yourself with that little bit of extra time on your hands to dedicate to it, which you don’t always have which can drag the process on.

In any case, you can benefit tremendously from updating your old website and giving it a new look.

If you’re going to be working hard on all of these other revenue streams in order to drive more traffic through to your website, then you want to convert the traffic best you can.

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A newer looking website will ultimately better reflect your brand image and bolster your conversion rates.

You can refresh the content on your website. Add new products & service pages, the more you have the more you can be found for in organic search.

And add blogs regularly, create content to help your users solve some problems that are common.

Make it in-depth and useful so Google will be likely to show it to them in the search results.

With regular blog posts, you can add more value to your website, offering genuine, industry-relevant information to your audience for free!

It’s the perfect way to keep them engaged and lead them to various products or services on your website organically.

You should also endeavour to add to your testimonials section.

Try to get video testimonials from your satisfied customers; add successful case studies & projects; show off your client logos.

Add new and attractive call to actions (CTA’s) on your site to lead your visitors to where you want them to go.

Don’t forget to grow your email list with attractive email subscription opt-ins and exit-intent popups, as well.

5. Harness Your Database with Email Marketing

This will enable you to stay in contact with your audience, provide them with value, build more trust and brand awareness and let them know about regular deals to make the best out your marketing efforts.

You may already have a large database of customers and network of prospects as it is and now more than ever it is important that you use it.

You have a 5-20% chance of making a new sale to your current website traffic, however, you have a 60-70% chance of selling to an existing customer.

Start a newsletter or automated sales funnel and reach out to your existing customers and see if there is a problem they have to which you have the solution.

There is so much that you can do right now but make sure whatever you choose to do is given much thought and consideration prior to implementation.

• Create an email sequence and nurture your existing customers
• Build a well-strategised click-funnel to attract more prospects to your database
• Analyse your data and identify which prospects will be most likely to convert into business, raise a pressure point, and then offer a solution.

6. Raise Your Social Media Game

With a lot of you target audience on their devices desperately searching for a distraction and it is up to you to offer it to them.

Now is an incredible opportunity to nurture the relationship between your brand and audience by getting creative with your social interaction.

Talk to your audience! How are they coping with the COVID-19 crisis? Who is missing / craving your products & services? Would they be interested in: [insert your prospective offer here].

Create a high-value piece on content in the form of an E-book or make a special offer/discount in exchange for an email. Now you can add them to your database and start a new email marketing sales funnel.

Unfortunately, we can’t give you all of the answers in this blog, as your approach will largely depend on the industry that you are in.

However, we hope that we can encourage you to use your imagination and get creative when raising your social media marketing game!

7. Paid Ads (Google Ads / Facebook Ads) Are Incredibly Cheap at the Moment

Many business owners have switched off their marketing and advertising altogether and as a result of this, Paid Ads are exceptionally cheap at the moment.

Thus, there has never been a better time to set up a Google Ads campaign than today!

Take advantage of these attractively low prices and put your products & services in front of people immediately.

Don’t forget, millions & millions of people are stuck indoors with extraordinarily little to do and you can reach them directly with a minor investment in Paid Ads.

After prospecting traffic for paid ads, you can then also re-target this audience through display advertising.

Where you can make them an offer that is too good to pass up.

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7a. Remarketing (Google Ads / Facebook Ads) 

It is best to double down on your marketing efforts, on average it takes 5 points of contact with your brand before a potential customer has the confidence to make an enquiry or make a purchase.

What’s the point in driving targeted traffic that is looking for your products or services and just relying on impulse buying. Target your customers at multiple points in the buyer’s journey to ensure your companies success.

You can set up a very targeted remarketing campaign displaying different ad graphics for visitors to specific service or product pages or even cart abandoners or people that make a purchase or enquiry.

So don’t forget to make sure you have set up your conversion goals and tags,

If you are tracking conversions, you can then also create a lookalike audience of those visitors that have converted on your site.

As mentioned before you have a considerably better chance of selling to an existing customer, so why not set up a lookalike audience and find more people like them.

8. Offer Payment Plans

Don’t forget the reason why most people are cutting their spending: because they’re worried about the future and wish to stockpile as much money and as many resources as possible.

This doesn’t mean that people are unwilling to spend their money, it simply means that they are being mindful about what they spend their money on (and of course, how much).

A solution to this is offering Payment Plans for your customers.

Sure, you won’t receive all of your money in one go but allowing your customers to pay for a product over a period of time is better than losing their business altogether.

You must look at the bigger picture.

9. Be Charitable Where Possible & Help Others Selflessly

This isn’t essential, but a little selfish altruism can be great for business.

Thus, if there’s any way that your business can offer support for those in need during these difficult times then you should endeavour to do so.

Again, if you’re a restaurant, you could deliver some free hot meals to people who are struggling.

Nurses and doctors who are working around the clock and putting their lives on the line; or those in poverty who may be struggling to make ends meet.

Anything that you can do to help will only reinforce your brand image and serve as a reminder that you care.

Of course, charity starts at home so if there’s nothing you can do, don’t feel bad.

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However, depending on the industry that you are in, there may be something that you can give away to your customers for free, even if it is only good advice.

It could be something as simple as opening up some of your “paid services” for free. For example competition on social media or offering no upfront payment on an ongoing service.

That might sound counter-productive, but if you accept the fact that you’re going to experience losses as it is, then you may yet be able to benefit from such charitable actions.

In fact, the very act of being seen to give something away often leads to more customers paying for your services out of gratitude, respect, and appreciation.

There is a reason why restaurants offer you a compliantly mint or drink when they give you the bill.

It won’t always work though so be certain that whatever you are giving away, you can actually afford to give away.

10. Offer Educational Training & Resources

This is a great opportunity to establish yourself as a leader in your industry: show your audience that you are an expert in your field by offering educational training and resources.

Much like the cookery classes mentioned earlier, find a way to package your experience and sell it.

If you’re not sure that you’ll be able to sell it (as many professionals are already giving much away for free)

Instead, you could find a way of giving your educational training and resources away, whilst factoring in obtaining an email subscription.

Another idea is to add a paid aspect. (more advanced learning, or certain products and materials that may be required to take it to the next level, etc.)

11. Build up your reviews

If you’re not sure that you’ll be able to sell it (as many professionals are already giving much away for free)

Instead, you could find a way of giving your educational training and resources away, whilst factoring in obtaining an email subscription.

Another idea is to add a paid aspect. (more advanced learning, or certain products and materials that may be required to take it to the next level, etc.)

You’ll be surprised by how much of a positive response you’ll have, and what a huge impact it can make.

Some people are stuck indoors, bored out of their minds, and with little to do.

So, where’s the harm in also requesting a video testimonial from another satisfied customer?

It could go a long way to keeping your business relevant and reminding people that in-spite of the crisis, you’re still relevant and you’re not going anywhere.

Conclusion

Providing you are receptive, ready to adapt, and look at every possible avenue of exploration, then you can experience success right now.

Don’t fall prey to negative thinking, be positive during these difficult times, know things are getting better.

Persevere, put in the hours, work harder than you’ve ever worked before, and your business may yet be able to prosper more than before.

In any case, we wish you the absolute best of luck! Stay safe.

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Marketing

Is Your Site Secure? – What is an SSL,
Do You Have One and Why Should You?

Is Your Site Secure?

The simple fact of the matter is that any website which gains a reputation for being unreliable or insecure in any way, may experience a drastic drop in traffic.

I don’t need to tell you this but, that is bad for business.

In addition to that, a website which proves that it takes security seriously will invariably attract more visitors.

In this day and age, few internet users are willing to take any unnecessary risks, especially when it comes to making online purchases through an eCommerce website or sharing personal information.

In the early days of the internet, many users were unaware of what to look out for when visiting a website.

Today, more and more people are able to recognise the on-screen presence of a padlock icon, or the website’s URL beginning with “https://” as a clear sign that they are able to trust them.
That right there, is “secure sockets layer” in action.

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Why Online Security & Reputation is Paramount

As a website owner, you will have likely heard the term “SSL certificate” (secure sockets layer) being used before.

Of course, in the beginning, if you’re new to the world of websites then that kind of technical jargon can be off-putting.

It’s no wonder why so many people switch off and end up making elementary mistakes that can come back to haunt them.

That said, if you genuinely care about your customers and want them to be able to enter their private information into your website with confidence, then an SSL certificate is first port of call when it comes to cyber-security.

Google state that SSL & HTTPS should be used everywhere across the web at all times, and it’s best to listen to them.

Not only will websites without an SSL be marked as “unsecure”, but it can affect your organic rankings.

But it’s not just about trust and position; SSL certificates have more to offer you than that, which we will get to.

First, however, let’s explore the importance of online security & reputation on the internet.

What is an SSL Certificate and How Does it Work?

Again, SSL stands for “Secure Sockets Layer”, which implies safety and protection.

This technology is ultimately used to secure an internet connection and the data that is being passed between the browser and the web server itself.

The SSL protects sensitive information such as credit card details, passwords, and any other personal information that should remain as such.

If that kind of information is left unencrypted, then it allows hackers to have a field day in gathering easy information to exploit.

An SSL certificate basically encrypts the data and makes it impossible to read by anyone who may attempt to steal it.

The only party that will be able to successfully decipher the information will be the intended recipients (the trusted party) at the other end of the SSL connection.

What is known as an “SSL Handshake” occurs as soon as the browser validates the presence of an SSL certificate

      • The server is then able to transfer all of the necessary data
        (including the SSL certificate type and the level of encryption being used)
      • Once confirmed that the SSL certificate is indeed valid, the secure connection can begin
        (don’t worry, this entire interaction occurs exceptionally quickly).

What SSL Certificate Types are Available?

As mentioned above, there are various SSL certificate types. These are as follows:

1 – Domain Validation Certificates
This is the basic “entry level” SSL which is provided some hosting packages. This simply verifies that you are the owner of the domain and is best suited to simple websites.

2 – Organisation Validation Certificates
An OVC proves that you are the owner of the domain and that your business or organisation is attached to the website and responsible / accountable for its security.

This level of certificate is only available to those that can prove that they are a business and allows safer browsing for potential shoppers.

3 – Extended Validation Certificates
The extended validation certificate is the “crème de la crème” of SSL certificates. You will need to validate your business, domain name ownership, and a number of other verification steps.

The process tends to take longer, however, for those of you who truly value your customer’s privacy and security, it’s a great way of letting them know that you stand out from the crowd.

Typically, when visiting a website with an EVC, you’ll notice the URL bar will be entirely green, which is the ultimate indication that the website you are visiting is entirely secure.

Do You Need an SSL Certificate for Your Website?

The short answer is yes, as the basic SSL is simple enough to acquire and offers advantages that are simply too good to ignore over a little bit of effort.

If you tick any of these three boxes, then having an SSL is an absolute must:

      • Visitors make online purchases
      • Your website has membership features
      • You are collecting user data

Running a website that includes any and all of the above features without an SSL is in poor form indeed.

Of course, if you’ve made it this far without an SSL because you weren’t aware, don’t panic! It’s an easy enough situation to resolve.

If you find yourself feeling overwhelmed and a little out of your depth with any of this, then please feel free to contact CSME today.

We will gladly offer our assistance in any way that we can.

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Uncategorized

How Much Should You Spend on Your Marketing?

This is an important question, and one that can vary depending on the size and age of your business, the industry that you’re in, amongst other factors.

The question you should ask first however, is how much do you want to succeed?

Obviously, spending 80% of your gross annual income isn’t going to be sustainable, and likely won’t guarantee you a big enough return to justify such a spend.

It’s more about smart marketing and investing in the proven methods.

The general rule of thumb is that you should be spending approximately 5%.

This should incorporate your SEO, your Google Adwords, Social Media marketing, sponsorships and other forms of marketing.

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The U.S Small Business Administration claim that spending 7 to 8% of your gross revenue, if your earning less than $5 mil in a year, and your after-expenses profit margin is in the 10-12% region.

Again, this is a rule of thumb! Some people may wish to go higher, whilst others might wish to go lower.

For brand-new business, they say that you should be spending 12-20% of gross revenue.

Whereas, the more established businesses should keep it between 6 & 12%.

So, you need to figure out where exactly you fit into these brackets.

Are you long established?

How much gross revenue do you have available to spend after your expenses have been taken into consideration?

Because you don’t want to go too heavy on your investment and suffer.

Then again, if you’re not putting in enough, it could be money wasted.

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Build a strong foundation to grow with

Your initial investment in your marketing is the important part.

For example, sinking thousands upon thousands into your marketing is all well and good, if you lack the infrastructure to either convert traffic into customers or deal with the expected growth.

Therefore, you need to invest in laying the foundations before strategizing your marketing campaign and moving forward with it.

Something as simple as hiring a digital marketing agency to assist you with your conversion optimisation, can work wonders.

It’s about creating a website which is clear and concise, easy to navigate and is written in such a way that encourages sales.

This means, in-depth product or service descriptions, with a clear “add to cart” option.

If you were to skip this stage and dive straight into a full-blown marketing campaign, you’d certainly get people to your website, but how many of them will drop off and take their business elsewhere?

What is to be included in your marketing foundation?

  • Brand
  • Marketing strategy
  • Website design & development

Again, without putting any time or effort into those 3 key areas, your marketing efforts will be ineffective, and ultimately a waste of time.

Which is likely the reason why there are many companies out there who shy away from most forms of marketing, dubbing them “pointless,” or “a scam.”

You have to be careful of adopting such a dangerous line of thinking.

The fact is, marketing works well, when done correctly.

It requires time, patience and creativity.

Use a reliable digital marketing agency that can assist you with strategizing your campaign straight away.

What do other companies spend?

Another very important question, and one that can be difficult to identify.

As a rule of thumb, you can guess that most established companies will be spending between 5 & 10% of their gross annual income.

Then again, how can you identify how much they’re turning over?

I guess you could argue that, you shouldn’t worry too much about what other companies are spending.

Instead, you should focus wholeheartedly on what you’re doing.

That being said, you can look at how they’re ranking for their target keywords, particularly if they’re your competitors.

With a reputable digital marketing agency, there are methods that they can use to get a good look at what your competitors are working on in terms of SEO.

This kind of information will be invaluable for planning your own marketing campaign.

That way, you can take steps towards overtaking them in the race and investing a realistic budget in order to get you where you need to be.

You should assume that your competitors are spending somewhere in the average region on their marketing.

Then once you’ve identified the various forms of marketing that they’re working on, it should be simple enough to break down what they’re investing in each.

In any case, you must focus more on what you need to be doing!

Focus on building a strong foundation, set some realistic targets and then get to work!

Set measurable goals

When allocating your budget, first you need to set some realistic, measurable goals.

  • Increase overall website traffic (which can be monitored and recorded using analytics)
  • Increase the amounted of targeted leads reaching your website
  • Grow a new business, or division within your business
  • Push a certain aspect of your business & website and dominate sales

Refine the foundation

It’s all well and good spending time on building a strong foundation, but you have to double check, refine and compare.

  • Is your brand up-to-date and clearly representing your vision, message and overall personality?
  • Is your brand consistent across all media, including social pages etc?
  • What is your website like compared to the competition? Has it been well-opsimised by an experience marketing consultant?
  • What could be hindering your visitors, from being “clicks to customers?”
  • Have you put the correct tools in place to help you measure your success?
  • Do you have a foundation in place to help you cope with the new workload should your marketing campaign kick off?
  • Is your business development strategy in line with your marketing? How solid are your strategies?

Double check, refine and compare.

Then do it again!

But the most important thing of all, is not to remain rigid in your approach.

Be open to new ideas and try to innovate on the go!

Challenge your marketing consultant to share new ideas with you.

Question their methods and try to fully understand the purpose of each medium.

There’s a lot to learn, but if you’re open to it, you can gain an awful lot of valuable information.

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Don’t be tight with your budget

There is such a thing as spending too much, however, the more common of the two is those who spend far too little.

You can’t be tight with your budget!

If you want to experience continued success, and to become the dominant figure in your industry, then you need to dip into your profit and start investing in your marketing wisely.

Consider this quote by Henry Ford: “A man who stops advertising to save money is like a man who stops a clock to save time.” You’ve got to get in the race and keep running! That is how you stay on top.

Feeling a little overwhelmed?

Don’t worry, that’s why we’re here.

If you are keen to explore some digital marketing further, but require a little guidance, then please feel free to contact us today.

One of our friendly representatives will gladly sit down with you, and identify the best approach when it comes to taking your business to the next level and securing your spot as a leading contender above your competitors.

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Marketing

7 Diverse Marketing Strategies That Will Make You An ROI

Have you ever heard the phrase: “the bigger the net, the more fish you’ll catch?” Well, when it comes to marketing, it speaks volumes.

If you’re a business owner with the desire to succeed today, then this is something that you will have to embrace.

You can’t simply pick one avenue of marketing and sink all of your budget into it.

The most successful businesses carefully optimise their strategies so that they can cover a number of bases, designed to make them a significant ROI.

From a digital marketer’s perspective, one of the most frustrating objections when reaching out to other businesses is this:

“We can’t afford SEO because our marketing budget goes on our Newspaper & Magazine ads.”

Now, that might sound crazy to you, but you’d be surprised by how many people still to this day, neglect to embrace digital marketing as part of their strategy.

That’s not to say that Newspaper & Magazine ads are not worthwhile on a smaller scale when targeting a local audience.

However, if you want customers to come to you, a digital marketing campaign should be your priority.

That being said, it is important to note that SEO isn’t the “be all and end all” when it comes to marketing.

If you truly want to have the greatest success, then you’ll need to diversify your marketing strategy.

In this post, we’re going to look at various strategies which can and will, make you an ROI.

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1.Search Engine Optimisation

As mentioned above, SEO is arguably one of the most effective marketing strategies at your disposal.

Organic traffic today accounts for more than 50% of all website traffic—that’s more than paid advertising and social media marketing combined.

Just imagine the possibilities when implementing all three into your digital marketing campaign?

In addition to that, with an effective and well-mapped SEO strategy in place, organic traffic can account for more than 40% of your company’s annual revenue.

In other words, if your annual revenue equates to $800,000, $320,000 of that could be from the organic traffic gained through your SEO.

Now, those statistics will vary depending on the industry that you work in; how well your website has been optimised in terms of usability & functionality; and the products & services that you sell.

However, for the most part, that should give you a pretty clear idea as to just how hefty an ROI can be achieved when investing in SEO.

That said, SEO is never an instant success.

It takes patience, hard work and a whole lot of strategy to get you to where you need to be.  As the saying goes: ‘you have to speculate to accumulate.’

2.Google Search Ads / “Pay Per Click” Advertising

For anyone working on their search engine optimisation, dominating the organic rankings in Google will be a priority.

But of course, it can take a while before you reach the top 3 “golden” positions for your favourite search phrases.

So, what can you do in the meantime to see a return on your investment?

Google Search Ads (or PPC) is a worthwhile investment.

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For certain popular phrases that you’re not ranking so well for now, you can pay to have your website featured in the top of a Google SERP’s (search engine results pages).

And even if you are ranking well organically, you will be instilling further confidence in the end user as they will have seen your listing twice already—three times if you happen to feature in the maps listing as well and a possible 4 times if you are selling your products in Google Shopping.

Combining Search ads with an organic SEO campaign is a great way to diversify your digital marketing strategy.

There are of course, pros & cons to doing this.

While the average click-through rate for an ad in the first position is 7.94%, PPC visitors are 50% more likely to purchase something than organic visitors.

In addition to that, most businesses who use PPC say that for every $1 they spend, they make $2 in sales.

This means that on average, if you spend $1000 on PPC, you’ll see a $2000 return.

Of course, that is highly dependent on the industry that you’re in and the products and services that you sell.

However, when done correctly, the profit that you make through a well-optimised Ads campaign can cover your monthly investment on SEO while you’re waiting for the organic results to come through.

If you’d like to sit down with one of our experts so that we can figure out a tailored Ads campaign which is designed to drive targeted traffic through to your site, simply get in touch. 

3.Social Media Advertising

Social media marketing is incredibly valuable, particularly when it comes to connecting with your target audience and interacting with them on a personal level.

But there’s a whole other aspect of social media which can drastically bolster your sales: social media advertising.

Through Facebook, Instagram or LinkedIn, you can invest in paid advertising which will target users who are actively interested in the products & services that you offer.

Of course, the industry that you’re in will depend on where you’ll have the most success.

For example: recruitment agencies, resume writers & other “business” related businesses will experience greater success through LinkedIn advertising.

Then for the more “visual” companies like photographers, wedding planners and catering experts, Instagram will likely bear more fruit.

The beautiful thing about paid social media advertising is that you can spend as little or as much as you like.

For smaller businesses who don’t have a huge amount of marketing budget, they can start off with small monthly payments and still see a return on their investment.

Of course, there is a right and a wrong way to go about it. As such, it’s important to team up with the professionals in order to build the most effective ads which are designed to lure people in and convert them from “clicks to customers”.

4.Email Marketing

Email marketing is one of the most underrated marketing strategies today. But before we get into it, have a look at the following figures:

  • There are 3.7 billion email users today
  • Those numbers are projected to be 4.1 billion by 2021
  • 350 million dollars will be spent on email marketing during 2019 in the US, alone
  • Well optimised email marketing campaigns average a 28.5% ROI
  • 59% of marketers say that email marketing is their biggest source of ROI
  • On average, for every $1 spend, $44 is made in return

How does it work?

Well, it’s simple really! Using the current contacts that you have, you compile an “email list”.

These are the people that you will be targeting with regular content. Such content includes:

Newsletters: Keeping your customers up to date with what’s going on with your brand and business.

Marketing Offers: Providing your customers with your latest stock or services and offering discounts, promotional codes and ultimately encouraging them to spend!

Announcements: Let your customers know about any new products or services that you have coming out soon!

Event Invitation: Let people know about what’s going on! Do you have any upcoming events? The more people you notify, the more attendees there’s likely to be.

The fact is, it’s incredibly easy to unsubscribe from a mailing list, so it’s not harassment (many business owners worry it is).

You can only contact those who have already signed up and given you the permission to do so.

What it actually does, is reinforces your brand in the back of their mind.

If every time they check their emails, they see special offers, promotions and updates from your business, eventually they’re going to bite.

Why? Because you’ll be the first company that springs to mind when they’re in need of the products or services that your company provides.

Why don’t you give it a trial?

5.Referral Systems

Having a customer referral system in place is a drastically under-utilised marketing strategy.

For one thing, it’s incredibly easy to implement, it costs you very little and it can drum up extra business without even having to lift a finger.

The process is simple:-

You offer existing customers an incentive to refer your business to friends & family who might be interested in similar products or services.

This could be a monetary incentive, or you could offer extra goods, discounts and much more.

Get creative with the process and give your satisfied customers all the more reason to want to recommend you!

6.Remarketing / Retargeting

Retargeting is becoming increasingly popular in the marketing world as it works wonderfully.

Rather than placing adverts in front of people who have had no dealings with / expressed any interest in your business, you can “retarget” people who have interacted with your website in the past.

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For example:

A Facebook For Business or Google Display network retargeting ad will put a branded advert in front of users who have recently visited your website.

They’re already familiar with your brand and they may have been very close to heading to the checkout!

Think of retargeting as the “Oh, bugger it why not?” of marketing, giving potential customers the little “nudge” that they need to convert into business.

7.Employee Marketing

Don’t underestimate the power of your workforce.

Employee marketing doesn’t work with every industry, but for certain retail & service-based companies it works wonders.

It’s simple really.

You offer discounts and benefit packages to your employees so that they can take advantage of the products or services that you offer.

This gives you a unique opportunity to invest in what’s essentially free exposure.

Satisfied employees who believe in your products or services and use them personally, will be much more likely to recommend them to friends, family and brag about it on social media.

“The bigger the net,” and all of that!

Conclusion

These are just a few ideas to inspire a little creativity.

The idea is that you shouldn’t put all of your eggs into one basket.

Yes, you should certainly be heavily focusing on your SEO, but there are so many other marketing avenues that go hand-in-hand with it!

You want to aim to create as much synergy as you can, weaving a web of pathways that all lead back to your checkout!

If you’re feeling a little overwhelmed by it all and would like to have a chat with one of our friendly advisors, then please don’t hesitate to contact us today.

We offer a wide variety of marketing services and would love to come up with a successful strategy for you!

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