Audit Your Current Digital Marketing Efforts (if any)
Before we discuss about creating your new digital marketing plan, let us do a simple audit of your past online marketing efforts (if you have any so far). Let us look at what has been done previously for your business on the Internet; for example your website, any social media network, blog, etc.
Let us be thorough, and evaluate your current online presence so that you can see where you are at. Only then can we create a good and effective digital marketing plan for you to know where you want your business to be, how successful you want your business to be, and what needs to be done to achieve that.
Assess Current Digital Marketing Checklist
Here is a checklist for you to assess your current internet marketing (if you have any):
How do you currently market your company?
How do you currently promote your online presence?
Why are you thinking of putting a digital marketing in place?
Have you spent any money on advertisements?
Which media are these advertisements on?
Are the advertisements on these media working?
Have you used Pay-Per-Click ads in before?
Do you have a business website?
What techniques do you currently use to drive traffic to your website?
How much are you spending each month to get that traffic?
How many unique visitors does your business website get per month?
How many enquiries do you get from those that visit your website?
What percentage of revenue currently comes from leads generated by the Internet? And from which platform?
How many sales/leads do you get per month from your website?
What is the current value of your average sale? What is the average revenue per sale? What is the average profit per sale?
How many current customers do you have?
How many of these current customers bought your products and/or services?
How often does a customer buy from you? (get full statistics and average)
Do you regularly keep in touch with your customers? If yes, how do you do it? And how often?
Is your business capable of exponential growth?
Are your sales team trained?
Does your sales team receive training regularly?
What type of training does your sales team undergo?
The above checklist is just a guideline. You might think of more questions to help with the audit. By the end of this exercise, you should have a pretty good report card on the overall health of your current digital marketing plan. And you should know if it is working or not. Also, you will uncover some missing pieces as well as potential growth for your business.
Current Digital Marketing Plan Audit
It is also good to conduct an audit of your current digital marketing plan for each of your line (if you do have any):
Have you registered your business with local online business directories?
Do you use article marketing?
Do you have a blog on your business website?
How often do you post on the blog?
Do you have people following your blog?
Do people engage you on your blog?
Do you have videos on your business website?
Do you place videos on video sites such as Vimeo and YouTube to promote your business website?
Do you use online Press Releases?
Do you use Pay-Per-Click advertising?
Do you test and track your website as well as all other digital platforms?
Do you use online Classified Ads sites?
Do you use online Local Forums?
Do you use Audio Marketing on your site, and also syndicate the audio on other popular sites?
Most of the above checklist should be done for each of your product lines or services you carry. When the checklist items are in place, you will be more effective at marketing your business on the digital space.
If you are targeting different markets, do consider using different approaches to reach each market. While you may attract them to your business website, your emails, Pay-Per-Click campaign, landing pages, content on classified ads sites and local forums, online videos, online audios, articles and blogs should be tailored to each market accordingly.
This is the shortest of my blog posts so far. And I hope you enjoyed it just as much as the longer posts? Please write a comment and let me know your thoughts on this part 4, the rest of the How To Promote A Business Online series so far.
The term sounds ominous, doesn’t it? In fact, some people have said that maybe it would sound better if named as Online Local Authority. It doesn’t really matter what is the name given, what matters is that this is the state of being that you would like your business to be in. It is when you have become the Number One Authority for your local market on the Internet. It is a sign that your business has become a huge success.
This distinction is earned when your business was previously unheard and unseen on the Internet, and then became visible online virtually everywhere. This title is given to you when your business is frequently listed on the first page of local search results, organic search results and Pay-Per-Click campaigns. Also, you would have received numerous consumer reviews, more than any other local business in your market.
At this stage, your business would consistently be the most popular one on any type of online search. Wherever people look, they see your brand, and they will quickly come to recognize that you are the authority in your field. They will consider you as the best in your industry, and will prefer to do business with you.
After all, we all want to do business with the best, don’t we?
When you achieve Online Local Domination, your business is the easily found business of its type in a given local area. In addition, your business is always at the top of local search results, normal search results and geo-targeted generic results. When your business can be found at the top of normal search results without any indication of an area, you have reached a higher level than Online Local Domination. And this is better, much better. But that’s another topic for another day.
To be the master of local online search results, you need to understand how the searches work. Also, you need to understand what are the different keywords that individuals use when they search for businesses similar to yours. With this better understanding, you can apply different and more effective digital marketing techniques that can help your business to be listed at the top of search engine results, or at least on the first page of it.
To be on the first page of online search results is where you need your business to be.
91.5% of people who does online search will choose a business from those listed on the first page.
Of course, it is so much more better when you are able to be in the top 3 listed on the first page of online search results. This raises the chances of getting prospective clients to your web site. Businesses that are not in the first page or top 3 ranking are losing out a lot of business.
Profession digital marketers know how to get a business to that Number One spot of a search result, for local keywords in Google. They have the knowledge and skill to do it. Plus, most local keywords have very little competition because not many businesses are doing it. Therefore, this state of being – Online Local Domination – is ripe and easily available for anyone with the knowledge and skill to achieve.
4-Point Online Domination
To achieve Online Local Domination, there is a 4-Point Online Domination technique that can make it happen. Start doing this today and you can be the one in your industry that dominates the Internet locally. Here is the 4-Point Online Domination:
Local Business Results (Google My Business)
Natural Search Results
Local Search Results – Google My Business
In order to achieve online domination, one of the criteria is to be highly visible and prominent on local search results. You can achieve this with Google My Business.
Playing hard to get may be good for dating, but it is bad for business. When people search for businesses using keywords, there are often map listings at the top of natural search results. You must do all you can to get your business listed there. One of the ways would be to ensure that your business is listed for a variety of keyword phrases. Don’t forget variations of these keyword phrases as well as your business name.
Another way, more powerful and sure, is to have a Google My Business account. You will be surprised to know that even businesses that don’t have a website can get listed on Google My Business. These businesses use Google My Business to post articles about their business and related topics, videos and other information that will be interesting to their community.
Google My Business is an important tool for business owners. You can put the right information about your business on Search, Maps and Google+ so that customers can get in touch with you. You just need to understand how to use it successfully to market and grow your business online.
It is important to know that Google’s local search algorithm considers 3 major factors when determining where to rank your business, what terms to rank it for, and how high to rank it relative to other businesses. The 3 major factors are:
Of course, a match to keywords searching for your business name will be most relevant, and can result in top ranking on search results. But what about natural searches done by people who do not know your business name?
For example, when someone searches for a bakery in Seoul, Korea, then the search results will only show bakeries in that area, not other types of businesses. A bakery that has the right keywords and a Google My Business account will rank higher than other bakeries in that area, too.
This factor looks at how popular and well known your business is. Google considers backlinks, mentions of your business on other websites, and social media. The latter is becoming an increasing Prominence factor. Regular (and relevant) status updates, number of likes and comments, and even mention of your social media pages are critical. Businesses that know this are wisely getting on the social media networks, and hiring and leveraging the expertise of a digital marketer to manage them.
This factor is the only one of the three that you can least affect or influence to help you with your search results ranking. It simply considers the general location as entered by people, if they do enter a location in their search keywords. If not, then Google will look at the distance between the person doing the search and local businesses nearby, and offer a list of search results based on that.
One digital marketing technique to enhance your search results ranking is to pay for Search Ads on Google. This will place your listing at the top of the search result page, with a little green ‘Ad’ icon. On Google Maps, your business will be shown within the info cards beneath the search box, and on the map.
One of the keys to market online successfully with Google My Business is to complete the profile completely, accurately, and regularly. Invite customers to review your business as this is vital for search rankings. Plus, it is always useful to listen to what your customers are saying about your products and services, and find out how you can improve them to better serve your customers and attract new ones.
Natural Search Results
When a search is done on the Internet, a list of website and web pages relevant to that search will be shown on the search results. Sometimes, there would be sponsored ads and local search results at the higher portion of the first page listing. After that, would be the natural search results.
Due to the way natural search is done by search engines, you must pay attention to the use of keywords because they are all commonly found ranked in natural search results. Here are some ways to use keywords:
Social networking profiles
Social bookmarking profiles
Pay-Per-Click is a form of advertising online that directs traffic to websites. Advertisers pay the publisher only when the ad is clicked by people. You can buy Pay-Per-Click ads from search engines, and have your business listed at the very top of search results.
Like all advertising, the copy of the advertisement is important. A well written advertisement that is captivating with words that encourage people to click it can bring you great results and conversion of visitors to customers. It is wise to hire expert and experienced copywriters who know how to get this job done for you well.
Do note that you must have a budget for Pay-Per-Click ads. Monitor the spending of this budget. After an advertising campaign, it is good to review the results, and then create and execute a strategy for a new advertising campaign that can bring you even better results.
There are business owners who may be reluctant to spend on online advertising. Perhaps they have spent on advertising before and never saw any results. What they don’t realize is this is very different from advertising on traditional media. Advertising on newspapers or magazines often result in a lot of wastage. A lot of money is spent, and they don’t reach your target audience.
But online advertising is different and more efficient. It is a form of targeted advertising. For example, if your business sells stationery in an area called Redhill, and someone types ‘stationery Redhill’ in a search box. Your ad will appear at the top of the list. You have just reached your target audience. This is one of the fastest ways to get traffic to your site, and is a very valuable part of digital marketing strategies.
One of the signs that you have achieved Online Local Domination is when your business website, web pages and content are at the top of search results based on your keywords. For example, someone does a search using a keyword that you are using in your digital marketing strategy, and that person arrives at a page of search results that ranks your website as number one, your online video as number two, your social media network (page or content) as number three, and your press release as number five, you know you have achieved Online Local Domination.
Chances are the searcher will acknowledge that you are an expert in that industry, in that business, and would most likely choose you for his or her needs.
Getting results like that is relatively easy, especially in the hands of an expert digital marketer. All it would take is to get your content out there with social media, Web 2.0 applications, online articles, press releases, videos, apply Search Engine Optimization, and many other digital marketing techniques, and you will find it the norm for your business to be always listed at multiple places of search results.
Remember this 4-point online domination model. Use it wisely and use it well. And for sure, you will be able to achieve the exceptional results that you have expected.
I hope you enjoyed reading this. Please like and share this post. And of course, definitely leave a comment for me. I would love to hear from you.
Then there are those who think they know how to promote a business online. So they create a website and set up a few social network accounts. Unfortunately, this group thinks that posting on their social media once in a blue moon is good enough for people to find them.
Of course, there are those who have an inkling what Digital Marketing is all about. But they only use a select few techniques to drive traffic to their site.
Which of these types of business owners are you?
At the same time, I must say that I totally empathize with all types of business owners. The reason is they are not in the business of marketing – whether online or offline. So it is not reasonable to expect them to know much about it or be an expert at it. As a business owner, it is understandable that as you are focusing more on your core duties and responsibilities to run and grow your business. And leave the marketing to the experts like me. Still, it is worthwhile to know at least what online marketing is all about. So it is good you are reading and learning more about it now.
There are times when you will find that many internet marketing efforts require some testing to find out what works and what does not work. For example, Facebook Ads with hard selling copy may work for a certain target audience, but may not for another. All that testing will take up a lot of your time and effort.
The good news is – with this series – How to Promote A Business Online? (start reading from part one if you have not done so) – you are given an enormous advantage. From a wide variety of tried and tested internet marketing methods, I have narrowed it down to a few for you to start. These are ideal for you to see real results in your sales.
Here, I present 6 Things That You Should Be Doing to enhance your digital marketing efforts. Not many know of all these 6 tried and tested marketing methods. And everyone and every business should be doing them. So when you do apply all six of them, you can produce some serious results.
And – drum roll – here they are:
1. SEO (Search Engine Optimization)
2. Social Media
4. Online Videos
5. Build a List
6. Free Reports
1. Basic SEO (Search Engine Optimization)
Did you spend a lot of money for your business website to be created?
Whether you did spent a lot, not so much or very little, the more important question is – did you spend enough or at all for your website to be search engine optimized?
If your website is not search engine optimized, it will never get ranked high in the search results. The effect of this is nobody will know the existence of your business website, your business and your brand.
SEO is an important digital marketing tool to promote your businesses online. More and more people are becoming aware of this, and are doing it for their websites, whether by themselves or hiring professionals to help.
So how does SEO help to promote your business online?.
Search engines use an Internet bot, often called a spider, to collect information on the World Wide Web, and build lists. This includes strategic use of keywords, backlinks, and more.
When your website does not have any strategic use of keywords, plus a significant number of links to your site, and many other SEO elements, your website will have a hard time achieving ranking on the first page of search results. Without online visibility, it will be virtually impossible for people to learn about your business through online means.
Important Tip for SEO!
Do not use sluggish elements like Flash.
For years, I have highly recommended to many clients to not have Flash on their website, especially the home page. While it can look impressive, websites with Flash do not get indexed properly by search engines. The simple truth is that search bots cannot read Flash content.
Nowadays, having Flash can even hurt your search rankings as search engines have begun blacklisting such sites. They regard these websites as deceptive, having no keywords, and no content.
2. Social Media
Today, for every business, Social Media is a must have.
In 2013, Jayson DeMers reported on Forbes that:
“Investment in Social Media Will Become a Necessity, Not a Luxury”
Today, those prophetic words have proven to be true. Social Media is a priority for your business, and complements as well as augments your SEO efforts. It will improve your website’s search rankings and allow your business to be found.
As part of your marketing and PR (public relations) mix, it will help your business to increase brand exposure and enhance brand awareness. This makes it a great tool to establish a stronger brand for your business.
You can use social media to build a community of people interested in your products and services. It is an excellent tool to share your expertise and knowledge on your products and services as well as interact and receive valuable customer feedback.
All business owners know that marketplace insight is very valuable. With social media, you can get this valuable information direct from the source. Never before has businesses had such access that can help improve and grow the business.
Social media has many other benefits. It can also be used to drive traffic to your website, generate leads, and boost sales by converting loyal fans to customers.
Important Tip for SEO!
Search engines Love new and fresh content!
Blogging is one way of keeping content fresh on your website. This will enhance your chances of being at the top of search engines. Also, you can blog such that your content has all the right long-tailed keywords.
In addition, when you blog posts that are interesting and captures the attention of people, you can build a following. This following is immediately your potential customers ready and ripe for you to market your products and services to.
After all, when they follow you, it means they have an interest in what you are offering to them. Again, just like social media, they can be a valuable source of feedback and marketplace insight.
4. Online Video
Online videos are the next wave in content marketing.
You can create a simple video using text slides, and do a voiceover with or without background music. Or a video presenting your products and services. The content for video is virtually limitless.
And the best part is that more and more people love watching videos rather than read a lot of text. Hence, you now have another hot digital marketing vehicle to reach numerous customers and prospects. For maximum effectiveness, just be sure to place the online video where people can find it; e.g. social media, your website, YouTube, etc.
5. Build A List
One of the goals of your online marketing plan should be to build an email list. It is a database of people who opt in; that is they consent to receiving emails from you about your products and services.
To capture such data and increase your email list, you need an autoresponder. This is an indispensable tool for all businesses. It saves time for you because it is there on a page of your website, twenty four hours a day, seven days a week, ready to accept input from people who wish to sign up and receive emails from you.
It is a set of standardized letters that are set up once, and the necessary contact with each new individual who opts into your email list is taken care of automatically. Hence, it is actually very good for lead nurturing that is absolutely essential in demand marketing.
6. Free Reports
Everyone loves free stuff, especially when there is some valuable information available that is pertinent to their interests. When you offer free reports on a particular area of interest to your potential customers, you will firstly establish yourself as an expert in that particular field.
Of course, first you need to create reports that are of value to others because they offer useful information. When you have that, you can offer them on your website. Get people to provide their name and email address (at the very least) in exchange for a free report. As you can guess by now, this is another way to build your email list.
When you apply the above 6 Things You Should Be Doing, you will find that your website will be placed higher in search engine results ranking.
As a result, more and more people will be able to find you on the Internet, and connect and engage with you. You will now have more opportunities to communicate with them, and convert them into customers.
I am sure you noticed that this is just an overview of the 6 Things You Should be Doing. There will be more details in future blog posts. Do sign up for my newsletter to be updated. Or connect with me on Social Media where I will post updates, too.
I hope you enjoyed reading this. Please like and share this post. And of course, definitely leave a comment for me. I would love to hear from you.
Your Customers Are Searching For You Online … Can They Find You?
Are you a local business owner? Or a business targeting a specific region?
Over the past few years, have you noticed a drop in demand for your products or services?
Or perhaps you are a new business, and sales has been really slow or not at all?
In my years of experience, I have met many businesses that were facing one of the above two situations. Of course, there were many other situations a business could be facing. Some businesses could be doing well and yearn to do better but do not know how to achieve that growth.
Whichever one of these situations that you are in, this series – How To Promote A Business Online – is for you. You will learn ways to increase brand exposure, enhance brand awareness, draw traffic to your website, engage with people who are interested in what you are selling, and tactics to heighten the chances of converting prospects into customers.
To help you achieve all that, I will share with you the following:
The basics of digital marketing
The types of internet marketing strategies that can help market your business
The meaning of online local domination and how to do it
As well as helping you to come up with a simple digital marketing plan and put the tasks and tactics in the plan to work for you.
Before all that, I will share with you why traditional marketing doesn’t work anymore, and why it is imperative that you start marketing online.
Traditional Marketing Is Not Working Anymore
The Internet revolution is well under way, and the way to reach and communicate with your target audience must change. Today, your target audience that you seek has become increasingly fragmented due to new technologies that allow them to experience media in myriad platforms.
The fact of the matter is that traditional media such as television, radio, magazines, and newspapers are well on their way to the fate of the dinosaurs. Advertising on traditional media to reach your market may work in the past, but it is no longer as effective as before, and will not bring in business as expected. This is particularly true for print media that many people do not pay attention to anymore.
Businesses that are still using such outdated forms of advertising are throwing away many thousands in expenses on ineffective marketing every month. It is easy to do a quick survey to find out if this is true. Simply ask a few people where their copy of the Yellow Pages is. The answers will astound you.
Some may say that they have it in some storage area, gathering dust. Some may have thrown it away (may even cite waste of space as a reason). How does that make you feel about the money you’re spending?
So where are people going to when they need to find products and service?
The answer is the Internet.
They are scouring the Internet to connect with their friends and family, and search for products and services they need. So businesses that want to reach out to existing customers and have new customers find them simply must have a quality online presence. And this means not just having an ineffective website that looks like it was done as a school project.
Today, most websites are well thought out. The design, layout and content are interesting and informative. The interface and experience are personable. Due to the fact that many people now surf the Internet on mobile devices, many websites have become what is known as responsive websites.
All these effective websites utilize a myriad of savvy digital marketing techniques that improve their search rankings and make them stand out from their competitors. For example, if you have a site with no keywords in it and almost no backlinks, you are missing the boat and will never get to the top of the search engine results.
And having a website alone is not enough for your business nowadays. You need to be on social networks such as Facebook, Twitter, Instagram, Google+, Pinterest, Youtube, etc., where your target audience is hanging out and communicating. Social media enables you to reach out and communicate with your target audience on a personal level. This is very powerful, and has never been available with traditional media.
Of course, besides having a website and being on social networks, there are other digital marketing techniques and strategies that you must do. We will discuss and explore all these in the rest of this series.
Why Is Internet Marketing Important?
In every form of media, there are specific marketing strategies that apply to that particular media. The Internet is no exception. In order to get traffic to your website, you need to stay on top of these digital marketing strategies, and implement them. Otherwise, you’ll miss out on one of the most efficient and lucrative sources to get new customers for your business.
In my years of experience, I have encountered many local business owners who did not apply any digital marketing strategies to grow their customer base. This is simply because they have no idea what needs to be done.
It is understandable as digital marketing is so new and foreign to most business owners. They are so busy running their business, managing their staff, and taking care of their clients. And that is all right as they should rightly focus on their core business.
Some don’t even know where to start. Most don’t have the time to learn what digital marketing is all about. Plus, it is constantly evolving. So to keep themselves updated takes up quite a lot of time and effort.
Then there are those who know and understand the value of digital marketing, and how it can bring increasing returns to their businesses. They are aware of some digital marketing strategies, but don’t have the time and resources to do it. Like the other business owners mentioned in the previous paragraph, they are bogged down by the running of their business, staff management, and providing the best services and products to their existing clients. They, too, know that this is an arena where it is always evolving.
To find out if you are familiar with digital marketing, ask yourself the following questions:
What are long-tailed keywords?
What is keyword density?
What is Web 0? And Web 3.0?
How do you set up an autoresponder?
How do you change the tags on your website?
How do you create videos and audios for your website?
If you don’t know the answers to the above questions, don’t panic. It is okay.
It is absolutely normal. You, like most business owners, have wisely spent your time focusing on your core role; that is to manage your business and ensure it become successful. You have mastered other aspects of your business that were crucial to your business.
But now, you need to learn more!
It is time for you to discover what needs to be done in order to have an effective digital marketing plan for your business.
The Importance of Having a Good Online Presence
Today, most local business owners are running lean and hungry. Hungry for more business. Hungry for that sales phone to ring. Hungry for more customers to walk in through the door. But the economic and business landscape is always changing, always in constant flux.
Today, reaching your target market cost-effectively is nothing like it was a decade or decades ago. Business owners need to understand these changes, adapt accordingly, and meet the challenges they are facing. This is essential to the survival of your business
In 2011, I was the newly appointed Business Development Manager of a local business that was spending thousands of dollars on Yellow Pages advertising. The business has been doing that for the previous past years, and nobody was tracking if this expenditure was bringing in any new customers.
A quick survey and phone calls to our current clientele proved that not one customer used the Yellow Pages to search and find that local business. Needless to say, when it was time to renew the advertising contract, I put a stop to it, and saved thousands of dollars for the company.
There would be those who are not savvy at digital marketing, and would be at a loss as to what to do with that big budget so as to get the best possible returns on the company’s marketing investment. All that money could be poured into online strategies that might either fall flat or backfire. The learning curve is sharp and unforgiving.
As someone who had been practicing digital marketing for 25 years, I knew and understood that this big budget needs to be re-channeled to advertising on the Internet so as to get the best possible returns on the company’s marketing investment.
Just like me, there are entrepreneurs who realize that the Internet is the future. In August 2014, Google reported that they now process “over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide”. This number grows by more than 40% to 60% each year. In fact, 81% of people search online before they make a purchase.
What is more important is that a large majority of these people search online for local services and products before making a buying decision. Very few turn to the local newspaper to find what they want. Even fewer think of the Yellow Pages anymore. This is why it is essential that local business owners need to have an online presence, and have effective digital marketing in place.
Unlimited Potential for Growth
Understanding how digital marketing works, and using the tactics and techniques correctly to promote your business can easily result in huge increase in sales. When your digital marketing strategies work effectively and there is increased sales, you create positive impact on your own business that can have positive effect on the world around you.
When you encourage more money to be spent locally by having a steady stream of new customers, you also improve your local economy. There could be fewer downsizing and layoffs. Sometimes, new jobs could even be created.
In fact, no matter how the economy changes, because you are able to reach those who are interested to buy from you, 24 hours a day, 7 days a week, and your business will grow. And that is what effective marketing is all about!
Digital marketing has the potential for exponential profit growth. If you’re not ready for your business to double or even more, stop reading now!
Important Statistics You Need To Know
Statistics are great for understanding your customers. Here are some statistics that show you how people are using the Internet to search for what they want:
Over 5 billion searches occur every day, and 1 in 3 searches is local.
5% of people searching on Google will choose a business that is on the first page of their search results.
5% of clicks go to the #1 ranked site of search results.
6% of clicks go to the #2 ranked site of search results.
4% of clicks go to the #3 ranked site of search results.
From the above statistics, you can see how important it is to have a strong online presence, to be ranked high for search results. Thus, it is imperative that your business develop and implement an effective digital marketing strategy. This is so that those looking for products and services that you provide can find you. Even when they don’t know your brand or business name.
Making Changes to Your Online Marketing Methods
You would like to get maximum results from your digital marketing plan and strategy. To achieve that, you will need to make some pretty drastic changes to your digital marketing methods. To help you with that, here are some insider facts you need to know.
First, it is a fact that there is a potential to grow your business using digital marketing. And that potential can be phenomenal, no matter what industry you are in. You just have to learn what needs to be done, and cultivate this opportunity.
There are six extremely useful digital marketing techniques that you should be doing. Again, you have to learn these techniques. Then put them into practice and you will be able to outperform your competitors quickly.
Have you ever heard of local online domination? Well, this is a goal you need to accomplish. And you can do by learning and mastering a four step process. When you follow the four step process diligently, you will have higher chances of getting the results you desire.
Every marketing effort needs a good plan, and has the best results because of it. You will need to create a digital marketing plan and follow it as closely as possible. A plan is essential for managing all the crucial tasks that can take your business to the top of the search results as well as attract new customers for you.
It is critical to do an audit of your past marketing efforts, if any. By taking the time to thoroughly analyze what you have been doing in the past, you are better equipped to create and implement a new and better digital marketing plan. Also, you can measure the progress by comparing past results to results from your new digital marketing efforts.
Most business owners can get overwhelmed by the number of tasks required from the new digital marketing plan. This need not be so. You just need to make the tasks more reasonable by breaking them down into bite-sized chunks. A good place to start is to do the tasks that are one-time jobs. Especially those that are also the foundation of your digital marketing plan. For example, content for your website. Make them into a checklist and have fun ticking them off.
Once the one-time tasks are done, focus next on the tasks that repeat. These would be the long-term commitments that require monthly, weekly, or even daily attention. For example, blog updates or Facebook postings.
Speaking of these long-term tasks that repeat and require constant attention, you should consider hiring a vendor to do this role. Perhaps even the entire digital marketing plan. The reason is these tasks take up a lot of time. You need to do research to find fresh, interesting and relevant articles or spend time creating your own unique ones. Then there is the copywriting to be done. This itself is an art.
Good copywriting captures people’s attention and inspires them to act; e.g. visit your website or make a purchase. Plus, good pictures and videos not only captivate an audience but also reinforce your brand image. Now, videos are the choice form of communicating with your target audience. Videos are great as they can appeal to the senses, touches the emotions, and is easy to digest. I believe the future is Video Marketing, and will share more about this later. All this require the right digital marketing partner with the right experience, expediency and skills to help you make your digital marketing a success.
Finally, you need to create a system for tracking the results of your digital marketing efforts. More importantly, it can determine and improve your Return On investment (ROI) thereby measuring the increase in your business income.
This is just an example of how tracking your digital marketing results are useful. There are, of course, many other ways to track and measure the performance of your digital marketing efforts. By doing so, you know how your business is growing, and how to further enhance the growth through digital marketing.
That’s all I have for the introduction. I know it’s lengthy. I did think of breaking this introduction into two parts, but thought better not to. After all, it is an introduction. And also I was concerned that when done in two parts, the essence of the points may be diluted.
I hope you enjoyed reading this. Please like and share this post. And of course, definitely leave a comment for me. I would love to hear from you.
WHAT IS THE INTERNET OF THINGS AND HOW DOES IT AFFECT A BUSINESS’ DIGITAL MARKETING?
What is the Internet of Things? What are the effects that the Internet of Things bring to a business’ digital marketing?
You may have heard the term – “Internet of Things” or IoT – more than once. It’s a common topic that many people and businesses seem anxious or excited about. When the news broke out of how it will change even an ordinary person’s life, people have been trying to grasp how much impact the Internet of Things or IoT will have in their daily activities. But the impact is mostly anticipated by businesses, especially on how it will change the game for Digital Marketing.
Before I go on and elaborate about the impact of the Internet of Things for businesses, let us meet on common ground so that everyone understands what the Internet of Things is. The Internet of Things basically deals with any equipment, appliances gadgets and other items connected with each other through the use of the Internet.
Sometimes this is referred to as a machine-to-machine transaction or communication. Let’s say, for example, you need to monitor activities at your house, and you install a CCTV (Closed Circuit Television) to enable you to do just that. Then you install an application or app on your mobile phone so that anywhere you are, you can watch everything that is captured by that CCTV, and streamed to your mobile phone. Voila! You are already applying the principle of IoT. It is literally a web of ‘things’ connected seamlessly with the help of the Internet .
Since the birth of the first electronic telegraph in the 1832 in Russia, the idea of the Internet of Things was inevitable but not yet realized. The simple machine only helps people communicate from a certain distance and it was not made available to just anyone.
However, as the technology started to advance from this simple machine for communication and getting connected to and through the Internet was made easier, people started to realize how much impact it would cause in the daily activities and how business would change in some ways that it would work. By the year 2009, the Internet of Things was born and people started to anticipate what will become of it.
With IoT looming to change how consumers would look for products and services, businesses knew they had to step up and pick up the pace in terms of their marketing strategies. The way they deal with consumers would no longer be as hard as before but would also pose certain challenges. Businesses perceived such high impact towards digital marketing which would positively affect their business especially when they are equipped with the right digital marketing strategies.
In order to determine which digital and other marketing strategy a business must develop or improve, the impact of the Internet of Things must be determined first. These effects on businesses would lead to strategies that would eventually become crucial in surviving the Internet of Things. In order to have a clear view on these impacts, here are the things that you can expect for businesses to encounter once the IoT dominates the digital world, especially for your digital marketing strategies.
SYSTEMATIC AND LIVE DATA CONTROL
The Internet of Things provide benefits for both consumers and businesses. As a consumer, imagine you can program or control the washing machine or oven from wherever you are. Let’s say you started your laundry, and halfway to the supermarket you realize you forgot to separate the colors. Wouldn’t it be great if you can instruct your washing machine to stop and pause the process? Or maybe you forgot to turn the oven off? It would be such peace of mind to be able to switch off the oven as you drive into the highway, right? The internet of Things can provide such freedom for consumers to do things manually, from any location, without the fear of any miscalculations.
For businesses, having access to the data of what interests their clients most and how they behave can provide essential information of what features and steps they need to make next in future models. The data gathered from consumers will be far easier than before and can be programmed on a certain time or day. The data can then be sorted by a company’s own program or system. Digital marketing strategies that can be used or boosted will be determined from the data gathered. Never before has brands been able to acquire and capture such accurate data that can help improve their product or service. This live data also enables a company to pinpoint any issues that may be happening at the moment, which leads to the next impact of IoT for businesses.
BETTER AND REAL-TIME CUSTOMER SUPPORT
Any consumer would like to have an immediate customer support at the time an issue breaks out, and have it resolved as quickly as possible. One of the best part of a company’s digital marketing strategy is having an effective customer support system that can help retain consumers’ trust and loyalty by providing accurate solutions to the issue/s they might be facing with the product or service.
But imagine if the company can provide customer support before the customer even contacts them? Imagine just as the dishwasher breaks down, you get a call from the customer support immediately informing you that they are aware of the issue, and are working furiously on it to resolve it as soon as possible. Isn’t that far better?
The Internet of Things can make this possible. With the machine to machine transfer of data, a company can launch a customer service related program that enables it to determine which consumers are having issues with the products or services. This allows the company to assess the situation real time and give solutions immediately without asking too much questions to the consumer.The company can also include this customer support program through their digital marketing strategy by launching it together with other strategies, such as their social media campaigns.
OPTIMIZING SOCIAL MEDIA
Social media is a powerful tool for any business’ digital marketing strategy. With an engaging and relatable content, consumers are willing to share a business’ blogs and videos on their own social media accounts. The customer’s experience of a company’s service or products may also be posted through their social media accounts. Internet of Things can help build a better way of optimizing a company’s social media campaign to rally and win these brand ambassadors.
In this Age of the Internet, people like to share their experience on blogs, social media, review sites, etc. Consumers like to share their satisfaction (or dissatisfaction) with the products or services. This is an advantage for businesses by creating a program that allows a consumer to share their experience instantaneously on their social media accounts. This will then become a way of marketing the products or services of a business to any potential consumers who are also using social media. IoT will work its way on providing better means of spreading the feedback of consumers on social media.
FASTER FEEDBACK, SMARTER PRODUCTS
Because feedback is sent instantaneously with the Internet of Things, companies can create better ways of making better and smarter products. Consumers nowadays don’t just look for something that can help them with their daily activities, they also look for something that they can monitor even when they are not around. A washing machine that ‘intuitively’ knows how much water and soap needed for a certain group of clothes is better than a machine that needs to be filled with water and soap through manual selection of options.
Internet of Things enables companies to create digital marketing campaigns that will dominate other company’s campaign by promoting directly through the products or services. The feedback gathered from the consumers will be a great basis for a company on which part of the product they need to improve and which feature they need to highlight in their digital marketing campaigns.
SAFER TRANSFER OF DATA
Although many seem skeptical on the safety of data transfer especially on confidential information, the Internet of Things can become a great way of preparing businesses for any security breach. Analyzing the situations and scenarios can become easier for businesses since they can find ways to trace information that has been hacked or stolen. The IoT helps companies develop a way to lock information on a product with less risks of being hacked or stolen.
The development of data security is very important, especially for companies’ sales records and personal information of consumers. With the advancement of technology and smarter products, Internet of Things can change the way data is secured. This will benefit companies and consumers, enabling them to protect the information they deem sensitive.
OPPORTUNITIES FOR SMALL AND LARGE BUSINESSES
Any company can benefit with the Internet of Things’ dominance in the coming years. IoT can gather more relevant information, feedback and sales data directly from a consumer’s home. With the information on hand, companies can then prepare and apply the best solution for any hiccups that consumers and the company itself may encounter.
IoT is also the best way of spreading the word about a company’s brand and how it is unique from other brands. With the right application of the Internet of Things in a company’s digital marketing strategies, the possibility of having a brand that can be recognized and trusted by consumers will be achievable even by small scale companies. Return on investment will be faster with higher number of click-throughs and sales from contents that are relevant with the help of data gathered through Internet of Things.
Internet of Things may become a big hit for any company, especially when applied wisely on their digital marketing campaigns. This is not to be feared; it should be seen as a challenge that can level the playing field of companies, big and small. Companies should learn to adjust and adapt with the changes being brought by the Internet of Things in order to survive a more competitive world that it may bring.
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BRANDING: HOW IT AFFECTS YOUR IMPACT IN THE DIGITAL WORLD
Great branding for your business can create positive impact in digital marketing. Know how branding affects your business in the digital world.
When we talk about branding, you tend to think it’s just the logo or an image. In a sense, this is true. However, you are missing more than you might think. Branding in businesses means more than just a logo or icon. The brand is the complete experience from the point of first contact with consumers. It is a promise of what to expect from your products and services while differentiating you from your competitors. It can create great impact in a business’ growth and stability. This is also true with a business’ digital marketing strategy which is now used more often.
While it is true that it is the creation of names, logos, images or designs that creates the individual identity of a business’ product or service, it must be reiterated that this is just one of the many aspects of branding. Creating a brand that can effectively portray the benefits and promise of a company to their customers takes great decision-making, effort and time. Most businesses invest on branding to make sure they can effectively reach customers, even in digital marketing.
Because people use the internet more often for their needs, businesses create stronger brands to penetrate the digital world. But before you spend too much on creating your brand, you have understand more on why you need it as part of your digital marketing. These benefits can also help you determine which part of branding you need to focus on.
Separates Your Business, Product And/ Or Services From the Rest
Identity is a big deal in business, especially in digital marketing. If you remove all brands, products and services are essentially the same in form, use or purpose. But making a great brand to match your company’s promise becomes a way for people to recognize your product or service from other companies.
Branding gives you an identity or image that may even be bigger than your company. This can be great if you want to appeal more to your customers or become a public image. It can help to generate more sales and even credibility for your business and the products or services that you offer.
The Image of Your Promise and Pride
A brand is a company’s banner of pride and promise. It claims what the company aims for and what it can bring for its customers. It shows how much you are committed to your customers’ needs. It also shows how you will only offer services or products that live up to your promise.
In a study done in 2013 by Forrrester Research, 70% of consumers trust brand recommendations from families and friends and only 10% trusts advertising. If you tap even a portion of this percentage by delivering a promise with your product or service, then you are surely doing a great job on your brand. You build pride and credibility in your brand and in return gain your customers’ trust and loyalty.
Earns Your Customers’ Trust and Loyalty
Creating a brand that touches the emotions of customers can be a huge help in building loyalty and trust. Customers can be pretty zealous when it comes to using and promoting the brand that they believe in. When your brand starts to gain attention and you are able to compete with the brands that most target market uses, then customers are starting to trust your brand.
When customers start to trust your product, they will eventually become loyal customers. According to a study made by Ernst and Young, 25% of US consumers consider brand loyalty as a great factor in buying behavior. This shows how much customers would likely be loyal to brands they have are familiar with.
When your business start to gain more loyal customers compared to other brands, it is a sign that you are doing a great job presenting and delivering your promise through your brand. Having more loyal promoters for a business’ brand will increase the possibility of gaining more consumers. This will also be your stepping stone for stability and growth in the industry that your business pursues.
Promotes Stability and Growth
Your brand needs to impress and persuade customers to buy your product or service instead of the generic kinds or other brands. The better your brand stands out from the rest, the more sales you can get. Once your brand gets recognized by customers, the possibility of growth is within reach.
Having a brand also creates an impression that your company is stable. For customers, this means your company is already established in the industry you pursue and you know what you are talking about in your promise. For investors, this means your business is stable enough to handle bigger ventures and can take calculated risks. Both of these create a huge impact for your business in terms of revenue and recognition.
Increases Your Chance for Support
When you have a brand worth promoting, investors will come pouring in. These investors will trust you to create profit and that they will gain from their investments. This is an opportunity for your company to improve and develop better products or services.
Your brand can also attract other companies to buy it or create a tie-up for expansion of your business. If you are the competitive type, you will keep your brand. This means you are confident that your brand will get you to your goal. But if you are open into selling your brand or cooperating with other companies, then this means a great opportunity for you to learn other techniques and strategies that can help your business further.
Makes Your Company More Visible and Memorable
Brands are great to keep your company visible and memorable for customers. When you create an impact with your brand, customers will likely remember it and recognize it when encountered. It is a must to make sure you create a positive impact so your brand will be remembered as a good brand.
Branding can either work or break your company. It contributes to customer experience that you need to be cautious with. Make sure you deliver the promise that your brand offers to ensure a better relationship with your customers. When making your brand unique and memorable, also build it such that consumers have good, strong and favourable associations with it.
If you want to create a great brand with Digital Marketing but don’t know where to start, getting help from branding experts can definitely be a great option for you. These experts will deliver a brand that suits your promise and also your company needs. Feel free to Contact Me about this. I can help.
SEO & Digital Marketing Consultant in Singapore’s First YouTube Appearance
It was an impromptu session. Joe and I were to meet to catch up over lunch and then coffee and cakes. Joe surprised me with a Whatsapp message that he would be filming the session, and it will be our first video collaboration for his YouTube Channel.
Our meeting place was the control station of City Hall MRT. We arrived on time, and Joe wanted to introduce me to a new eating place. Turned out to be Food Republic at Capitol Singapore. Quite nice place to have lunch. As you can see in the above video, we had Bak Kut Teh (Pork Ribs Soup).
Balestier Bak Kut Teh at Food Republic, Capitol Singapore
By the name Balestier Bak Kut Teh, one would have thought it would be the famous Balestier Bak Kut Teh at Balestier Road. But I think this food stall’s name is only just namesake. Reason is Joe and I felt the food was not great. And I am very sure it did not meet the quality and standards of the great food at the original Balestier Bak Kut Teh.
I had the Pig’s Trotters, and I must say I was disappointed. It was dry and they served with so little sauce. The taste was not up to standard. And the meat had sauce and flavor on the surface, but when you cut into the meat, it was dry and very little taste.
Joe had the Bak Kut Teh, and he said it was no better. Lots of pepper in the soup. And that’s it.
We decided not to film the chat session at the food court as the lunch crowd grew, and it was not conducive. Joe suggested we move the filming to Lobby Court Swissotel. We had very nice tea sessions there before, and it was a great idea.
Coffee, Tea and Cakes at Lobby Court Swissotel Singapore
This little cafe has been around for a long time. Joe and I had been here a few times to have tea, coffee, cakes, snacks, finger food, and sandwiches while we chat and did some catching up. So it’s great we are back here for the same thing. But this time, I will be making a guest appearance on Joe’s YouTube channel.
Lobby Court has changed subtly since the last time we were there. The furniture looked a little different, and the seating arrangement was not the same too. Service was still great. We decided to each have coffee or tea with a cake. Here’s what I had:
This was the Cappuccino I ordered. Look at the ‘L’ word design on the foam. Joe said that it must be their signature to indicate Lobby Court. I thought it was a fantastic idea. But the ‘L’ could look a little better, and maybe a bit of details around it could help? The Cappuccino tasted all right. Not great. But all right.
I had the Chocolate Peppermint Cake with the Cappuccino. This was quite good. I love dark chocolate, and it had the right amount. Not too bitter, not too sweet. Although, secretly, I do like my dark chocolate a little more bitter. But I am considering what most people like, and I think this cake succeeded and will please most people.
Joe had tea and Tiramisu. I am not a fan of Tiramisu, so I did not had a taste of it. And in retrospect, forgot to ask Joe how was it. So, in short, I have no idea how it tasted. But I think it looked very well designed. Kudos for that.
If you had tasted the Tiramisu at Lobby Court Swissotel Singapore, do let me know how it tastes?
Hahaha. I was suprised when I saw Joe’s title and description of the video we made. I guess I overcompensated. Before filming started, Joe told me to speak up and more. He told me of other people who are mostly silent during filming, and he had to constantly nudge them to speak up and say more. So I mentally took note. And I guessed I must have overcompensated. Or am I just naturally chatty? Hahaha
Also, this is my first time appearing on a video for YouTube. And I guess I am not familiar with how things work. When I asked Joe for feedback, after the filming, he mentioned that it would be better if one person spoke at a time, and we took turns. He also mentioned that this was very impromptu, and I was not prepared for it. Still, I learned. Another mental note, speak slow and take turns speaking.
Regarding the Feng Shui bit, I am a believer of Feng Shui. But I am no expert. So it was not really a tutorial. Just sharing bits of info about Feng Shui, as much as I know.
All said, it was very fun! I must say I enjoyed it very much. And I am thinking of doing more videos. After all, I am a Internet Marketing Consultant, and I do believe that Videos are the future of Digital Marketing.
What do you think? Should I do more videos? Should I appear in the videos? Or just videos of food, places, etc without me in it? Comment and let me know please?
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Businesses should recognize that the basics of marketing still applies to Digital Marketing. That is, there must be a Marketing Plan that details each Marketing Strategy and Tactic with clear Marketing Objectives for each, and how to achieve each objective.
The entire online marketing can be simple to complex, depending on what are the business goals, how fast to get to each goal, what are the funds available for each, and how the company designs it. A company can start with a simple marketing plan, and as it receives feedback and data, the business can add or remove options. Alternatively, when the budget allows, the choice is to have as many suitable and appropriate marketing strategies as possible, and add or remove when there is a need. If a business is not able to determine accurately on which part of its Digital Marketing is really not working, then issues may arise.
For many businesses nowadays, having effective Internet Marketing is a major plus and can also be very challenging. However, there are elements of Digital Marketing that are not and should not be easily discarded or even ignored. These are the most basic and also most important parts of Online Marketing.
Well-Built and Functional Website Design
These days, one cannot do business without a website. It is akin to the store front of your business on the World Wide Web. The design of your website becomes an important component of your Digital Marketing Strategy.
They say that First Impressions Last. And you should make a Great and Lasting first impression because in this fickle and fast online world, you rarely get a second chance after that. Think carefully on the entire design, especially User Interface (UI) and User Experience (UX). Look at the design as a whole, and consider how the eyes of the people visiting your website will move across the screen, and what draws their attention.
Each button should be clearly displayed, and the link should direct your visitors to where they intend to be and have the information they want to know. Be Careful of Broken Links! If any parts of your website is not working, it may cause frustration to visitors, and chances are they will leave your site. Check for Broken Links regularly, and fix them immediately!
Your website should also be neat; the less clutter, the better. Remove buttons that are not necessary or place them under tabs. Place information on your homepage that are concise but still informative. Make sure you feature more of your business than other ads. Ads are great since you also get to promote other businesses, but having too many can make your site look spammy. Consumers will also feel agitated if they accidentally click on an ad instead of a button or tab in your site.
These are just some of the points to note with regards to Website Design and Development. There is a lot of ground to cover, and it would be more suited to be an entire article on its own or spread over a few articles. Watch for more articles that I will be writing soon about this.
Mobile Ready Website
Mobile phones today are no longer just for calling or sending text messages. They have become devices to take photos and videos, check emails, and even surf the Internet. As such, it is just common sense to make your website Mobile Ready so that visitors, who can be your client or potential client, can access your site even when they are on the go, and using their smartphones or mobile devices such as the tablet.
A more pertinent reason is because on 21 April, 2015, Google rolled out their mobile-friendly update (also known as Mobilegeddon), and released this statement:
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
So what does that mean for your website? Simply, it means that if your site is not optimized for mobile devices, you will see your rank drop in search results, and a significant decrease in mobile traffic from Google Search to your website. It is well known that most people do not read beyond the 1st Page of Search Engine Results Pages. This will mean that chances of people discovering your business will be lower, you will get less traffic to your website, fewer leads, and ultimately this will affect sales.
Now, more than ever, it has become very important for you to make sure that your website is Mobile Friendly. And how to find out if your website is mobile-friendly? Google provides a very simple and easy to use tool to test if your website is mobile-friendly. Go to Google’s Mobile Friendly Test.
Enter your website’s url and click ‘Analyze’. The tool will analyze your website. If your website is Mobile Friendly, there will be a message to inform you that all is well. But if your website is Not Mobile Friendly, then there will be a list of issues for you to work on.
Organic SEO (Search Engine Optimization)
It is very gratifying to see your business on the first pages of Search Engine Results Pages, also known as SERPs. More importantly, it helps to increase Brand Awareness, drives more traffic to your website, and increase leads that can results in a boost in sales. For example, back in 2014, I usedSEO to Rank a Digital Marketing Agency on the First Page of Google and other search engines. Before the site was on First Page, there were only one or two emails or calls per week. After it reached the First Page, there were at least five emails and calls per day. Each was an opportunity that grew the business.
Of course to reach the First Page was not easy. It required a lot of time and effort. It is achieved with Organic SEO, which means that you use Search Engine Optimization techniques and tactics, such as On Page SEO and Off Page SEO, to cause the ranking of your website to increase naturally.
The first thing you need to do is to do Keyword Research, and find the main keyword phrase that you want to rank your website for. Then do On Page SEO that includes optimizing your Title Tags, Meta Descriptions, Headers, Image Alt Tags, and more. Off Page SEO will require more work as it is creating mentions of your website on other websites by creating backlinks, listing on directories, social signals, and more.
As mentioned, this part of the Digital Marketing will require a lot of time and effort. And it is worth it when you see the returns. You will not see it immediately. But if you are doing your business for the long haul, then you will appreciate SEO Strategy as it is a long term strategy for long term results.
Engaging and Shareable Content Marketing
Contentis King. And Content Marketing may seem easy, but it is not. Content is not just producing articles or news about your business; it is also be about being informative, engaging and shareable. It should also have keywords that will be easier to find through search engines and will appear on organic searches.
According to a study made by business2community.com, while less than 10% of their respondents say that content marketing is not helping their businesses grow, on the same study, 73% claims of having improved brand awareness and 64% on increased traffic due to their content marketing efforts. This goes to show that engaging and shareable content marketing can create better opportunities for companies.
Another importance of Content is that recent Google Updates now view content as an important ranking factor. Google and other search engines love fresh content. So it is ideal to continually create fresh content for Content Marketing. Make sure you create not just quantity but more importantly Quality Content.
Investment in Social Media Will Become a Necessity, Not a Luxury
Social media has become a part of many company’s Digital Marketing Strategy. It helps them connect to a vast number of consumers in a matter of seconds. The feedback of consumers can be assessed through their posts in social media such as Twitter and Facebook.
Sharing contents and answering your consumers’ concerns through your social media accounts indicate how proactive you are in reaching for your consumers. In a study made by IDG or International Data Group in December 2012, 95% of consumers are using social media, with 44% indicating their purchase is affected by the product’s exposure in social media. This shows how significant social media exposure is for businesses, big or small.
In addition, there is something called Social Signals. There is a bit of debate regarding this. Some SEO experts have said that Social Signals play a part in SEO, and help a site to rank better. Some disagree. Google is not giving any clear answers on this. To me, I believe Social Signals do help with a site’s ranking. So, to me, a business must be active on social media. It is not a luxury. It has become a necessity.
Organized Email Marketing
Let’s face it. Email is here to stay.
When Internet came onto the scene, everyone loved emails. There was a kind of thrill receiving emails, and a voice that said “You’ve Got Mail!” But then, in time, people started to receive more and more emails. There were those from people they trusted. And then there were those that were spams and scams. People began to wonder if emails would die a slow death?
It did not.
Today, Exact Target reported that there are more than 3.2 billion email accounts in the world, 95% of online consumers use email and, 91% check their email at least once a day. That includes me.
Email marketing is now more effective than social media (for customer acquisition). It is economic and cost effective, personable, customizable, actionable, measurable, and the best part – it can be accessed almost anywhere now that we can read emails on mobile devices.
Yet, emails can become a bother to a consumer, especially when it is not sent in an orderly manner and the contents have no significance with the business. Have a schedule on the emails you will send to your consumers and remind them of how great your business is without exaggerating. Make sure that you send information that is relevant to your business, products or services and will also be useful on their end. Your email recipients will appreciate it more, and may even share about your company and your products or services.
* Tip: An area to look at – SMS Marketing. This is growing, and will get bigger in 2017, and beyond.
Marketing analytics is a crucial part of your Online Marketing Strategy. This will determine your company’s standing, how well your Internet Marketing efforts are affecting your business’ sales and what can be lacking. Efficient Analytics can help your business have a solid solution in the issues you encounter and what steps you need to take next.
Take the following as an example:
The image above displays the analytics for an ECommerce Store, particularly for a month, and for the channels that the traffic was coming from to their site. In a nutshell, the figures highlighted in red circles on the first row proved that Organic Search drove the highest amount of traffic, new visitors and conversion rate while having Low Bounce Rate. The average session per visitor was the 2nd highest, after the traffic from Social Media (see row 6, 4:53, circled in red).
I won’t elaborate more here, as I will be doing that in another future blog post. But basically, the above analytics helped the ECommerce Store to realize that their SEO and Social Media Strategies are driving traffic to their site, and converting well. Understanding that, they can now fine-tune their digital marketing strategy to focus and spend more on SEO and Social Media to grow their business. Another viewpoint is that their Email Marketing is weak. And if that is a strategy they like to improve upon, then they need to create a better strategy, and have better tactics for this.
Having all these elements mentioned above working harmoniously for your Digital Marketing will definitely lead your company to a better future. At the very least, an edge over your competitors, especially those who lack strong Online Marketing or any at all. Start on these elements and work your way up. Invest on your Internet Marketing needs wisely. Getting help from Digital Marketing Professionals will be a better move if you need any help with your next move in your Digital Marketing Strategy.