content marketing SEO Appache

Content Marketing or SEO: Which is Best for Your Business?

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Search Engine Optimization or Content Marketing – which of these two digital marketing strategies should you employ? It’s a big question, and one many ineffective digital marketers will constantly press upon your business. With a reputable digital marketing company representing your interests, however, the correct answer to this question might surprise you. 

Comparing Content Marketing and SEO

SEO and Content Marketing are popular buzz words in the digital marketing industry, but it’s important to understand the distinction:

SEO: Search Engine Optimization does not actually involve optimizing a search engine such as Google or Bing. No, what it refers to are methods which make webpages more visible when internet users search for specific keywords or phrases. Businesses use these techniques to gain a higher search ranking over their competitors so that customers find them first.

Content Marketing: This involves creating content online which is useful and informative, directly relating to a brand or product, and which will engage people to share and interact with such marketing materials.

As you can see, both approaches are designed to attract attention; they just do it in different ways. The question for many businesses, especially when they have a limited budget, is whether to hire an SEO expert or a Content Marketing guru.  Which will be more effective? This question is being unfairly thrust upon business owners when the answer is that both techniques should be employed.

Combining Content Marketing and SEO

There is no doubt that SEO is much more difficult to get right than it used to be. In the past Google, the world’s most popular search engine, had what is known as a “search algorithm” in place. This simply meant that website owners had to identify the keywords their target audiences would use and then just cram them into a website without much thought. This resulted in badly written pages, but it did mean that they would appear high up on search listings. Now, SEO has changed radically. These tactics simply don’t work anymore because Google has changed their search algorithm to favour websites with informative and useful content.  

It would seem then that SEO has seen its day and Content Marketing should rule supreme, but it isn’t quite that simple. SEO still works, just in a more precise way. Keywords are still essential. It’s still important to identify them, but now their use has to be much more strategic. They have to be placed in specific places and at a specific rate so that Google makes pages more visible. It’s a careful balancing act though, if done improperly Google actually penalises websites and will lower their search ranking or even disable it altogether. 

While Content Marketing is increasingly becoming more important, a combination of the two can be incredibly effective. Useful and engaging promotional material is pointless if it can’t be found; likewise cramming keywords everywhere will just annoy your potential and existing customers.

A Comprehensive Digital Marketing Approach

It’s clear then that businesses should combine both SEO and Content Marketing to increase their brand reach and boost sales. For more information on this approach please contact one of our digital marketing experts and we’ll help you significantly increase the search ranking of your website and business.

DigitalMarketing Appache

Why Digital Marketing is More Important than Traditional Marketing

By | Digital Marketing | No Comments

Up until 10 years ago marketing had been at a stand still. Companies knew what worked and knew how to expand their brand reach and sales conversions. Now digital marketing is here: youthful, vibrant and relevant. But should your company increase its digital advertising budget at the expense of traditional marketing? In the end all that matters is results, and that’s where digital marketing has come into its own.

It’s all Marketing, Isn’t it?

It sure is, but when it comes to budgets, especially for small to medium sized businesses which don’t have the millions to throw at TV and billboard ad-space, digital marketing provides more and costs less. Digital marketing is opening up new opportunities for businesses around the world. Let’s take a look at the numbers:

40% of the world’s population uses the internet, which includes one out of three people in developing countries – 3.2 billion people at the start of 2015 with that number set to double by 2020.

80% of those online use a mobile device.

E-commerce sales will be worth $1.4trillion by the end of 2015.

People no longer respond to traditional advertising. 86% of people skip TV adverts.

89% of 18-29 year olds use social media while 43% of adults 65 and older do the same.

Big business knows the importance of digital marketing. 71% of all companies will expand their digital marketing budgets by at least 27% this year.

Other than throwing numbers at a problem, what do these stats actually tell us? They help us understand 3 important facts:

People no longer respond to traditional advertising in the way they once did.

More and more people are using the internet to shop and engage with businesses.

These trends will continue exponentially for many years to come.

The Benefits of Digital Marketing

Traditional marketing still has its place, but across most marketing campaigns digital approaches are clearly more important. Digital marketing provides:

Lower Costs: A good digital marketing campaign is vastly more affordable than traditional methods. Carrying out a social media campaign or buying advertising space online does not come with the overheads associated with traditional marketing.

Increased Engagement: Social media allows for direct communication between brand and consumer. The very nature of these interactions facilitates greater engagement with advertising content than is seen through traditional methods. Potential customers like statuses, take part in competitions, and comment on posts which keeps them more involved.

Direct  Measurement: One of the most important innovations of digital marketing is that advertisers can see specifically how well marketing content is performing. These statistics are available through email clicks, social media likes, blog comments, status shares etc. This allows digital marketers to tweak and alter campaigns as they progress for better performance meaning that a company can be more confident that their product or service is connecting with a target demographic.

Competition: Unlike traditional marketing, digital advertising allows smaller companies to compete with much larger businesses which would normally be able to out muscle them in terms of connecting with consumers. A talented digital marketing team can put a small business on the map by engaging with potential customers through unique and effective copy, images, video, and other online marketing avenues.

Digital Marketing is the Future

There is no doubt that digital marketing has overtaken traditional advertising as the number one way to improve sales. For more information on how to create digital marketing content which will increase your customer base and promote sales growth, contact one of our talented marketing experts to boost your revenue.

customer satisfaction digital marketing

Increasing Customer Satisfaction Through Digital Marketing

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Consumer awareness is at an all time high. This is great for customers but a difficult reality for businesses. Consumers know the value of products and services, they have a predetermined idea of how much something is worth; if a company pushes their products at a price point beyond those preconceptions customers will feel let down. Furthermore, the modern consumer expects good customer service and they value “experience” above all else. Whether the experience of a product or service is defined by a helpful interaction with company representatives or directly with a product itself, this level of expectation and awareness leads to one unavoidable fact – keeping customers satisfied is more difficult.

We should stress more difficult, not in impossible; through expertly crafted digital marketing campaigns these expectations can be met, and even exceeded, resulting in increased brand loyalty and sales-promoting word of mouth.

Why Has Customer Expectation Increased?

The modern consumer interacts with businesses in a new, dynamic, and revolutionary way. Through social media customers have a bigger voice, where they can seriously affect growth which normally would have been generated through trustworthy recommendations. Reviews, whether on blogs or a sales platform such as Amazon or eBay, can crush a product’s chances of market share before it’s barely launched – but they can also propel a product/service onto generating exceptional sales. 

This new found voice has not only allowed consumers to openly discuss their opinions of products but has created a culture of feedback. Customers have been given the power to make or break a company, and this has perpetuated the idea that giving reviews and discussing product experiences online is a positive activity to take part in. And so it’s through this culture of reviewing that customer expectation has significantly increased. Why? Because more weight is placed on reviews than ever before. Consumers expect to read good reviews, but when they do they also expect to have a similar positive experience as the reviewer. If their experience differs then customer satisfaction is greatly diminished leading to bad reviews and lower long term sales.

Boosting Customer Satisfaction

How can a business owner use this knowledge to their advantage? The answer is to create digital marketing content which is designed to tap into this culture of expectation and to create a comprehensive feeling of good will towards a product, service, or brand across a consumer niche.

To do this, a business must look at the big three factors of customer satisfaction:

Impression: A potential customer will usually have a pre-conceived notion about a product before he/she buys it. This is usually created through three avenues – word of mouth, advertising, and reviews.

Purchase Experience: The buying of a product, and especially the hiring of a service, affects customer satisfaction immensely. It is affected by sales staff and ease of purchase, such as through a mobile app or website.

  

After Care: Some products require after care more than others, but it is still a critical part of customer satisfaction. It is defined by product support, documentation, and interactions with company representatives.

All three factors can be improved upon through a comprehensive digital marketing campaign. This will look at how customers interact with a business, how their experiences can be positively changed, how advertising can forge new expectations, and how expectations and customer service can be boosted via streamlined digital interactions with consumers.

For more information on how to increase customer satisfaction through digital marketing, contact our industry leading team of marketers today and let them improve your customers’ experiences of your brand, so that you can generate increased customer loyalty and sales.

Visual Impression is Critical

Digital Marketing 101: Visual Impression is Critical

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Think of all the times in your life when first impressions mattered the most. Perhaps you were on a first date, being interviewed for a job you really wanted, or you had a business meeting with a new client whose custom would produce a significant sales boost? In all of these scenarios how you present yourself counts, from your clothes to what you say and how you say it. In the world of digital marketing, this rule still applies, indeed in some cases even more so.

Whether B2B or B2C, your company needs to grab your target audience to make a lasting connection, and the best way to do this is to impress them immediately. 

Professional Impact

Before we delve into the psychology behind visual impression, and why you need to understand it to market your brand effectively, let’s start with the most obvious benefit of making a good first impression – professionalism.

Whenever a potential customer views your digital content, whether it be via a website, blog, or social media profile, the way in which your brand, product, or service is presented is what immediately engages the viewer. If, for example, your website seems outdated or quickly slapped together without much care, a potential customer will infer that your business operates in a similarly careless fashion. It’s all about confidence in what you produce, and if your content doesn’t instil a message of quality and relevancy, then your sales will suffer as a consequence.

Your digital content needs to have an air of professionalism about it. Of course, your brand might have a fun, casual tone associated with it as part of your marketing strategy, but even in that case your content will still need to create a sense of consumer belief in what your company provides.

Psychology of Style

Numerous studies have shown that human beings automatically judge others and situations quickly. It’s a survival mechanism, allowing people to assess a threat without much thought; however, this same process works against business interests. Why? Because if a bad first impression is made on consumers, they tend to maintain that negative perspective about a brand, product, or service.

In a recent poll a massive 48% of consumers said that any loyalty they gave to a company was predicated on a great first impression during the buying process or service. 10% of consumers even went as far as to say that their loyalty depended on their experience of a product or service before purchase. The most startling fact to take away from this poll is that only 1% of consumers believed that a good time to attract their loyalty was when rival businesses tried to compete for their attentions; effectively, a good first impression lasts and is a much better way to create fruitful relationships with customers rather than trying to lure them away from your competitors.

Defining Your Business and its Style

A successful business must therefore understand that consumers are affected by psychological factors which can deter or encourage them to make a purchase; and that marketers must do everything they can to make as powerful a first impression as possible with each consumer and during each interaction.

Contact one of our digital marketing experts if you would like to learn more about how Appache can create a lasting first impression for your business to help increase both your sales and customer loyalty.

customer relationship

Using Negative feedback to Drive Sales

By | Digital Marketing, Food for thought | No Comments

No matter how successful your brand, products, or services, you will receive some form of negative feedback online. Hopefully such reviews will be in the minority, but nonetheless they will be there. A study carried out by Dimensional Research shows that 86% of consumers are affected by negative reviews when making a purchasing decision. Negative feedback can therefore lower sales at best, and at worst, cause the absolute collapse of a company. The question is, as a business owner, how can you best deal with negative reviews and other forms of feedback? And is it possible to use negative feedback to actually boost your sales? 

The answer to both questions is, thankfully, a resounding “YES!”.

2 Strategies for Using Negative Feedback

While negative reviews can be disheartening, as a business owner the worst thing you can do is curl up in a ball and hope that they’ll go away. You have to be proactive. In order to do this there are two broad approaches you can take:

Dialogue: Negative feedback can take many forms including social media dislikes, damning blog posts, and online reviews. As a business you can enter into conversation with existing and potential customers to listen to grievances. One of the most important aspects of 21rst century business is consumer worth. Customers want to feel their voice matters, by entering into a dialogue with them you can let them know that their opinions matter. This will create positive feeling for your brand and bring people back on side, while providing an avenue for your business to put across its point of view in a way which consumers will respect.

Re-Launch: Negative reviews are a great ingredient for growth. They should be taken as a positive opportunity to learn something about your product/service which you hadn’t known previously – free market research. This can lead to amendments of your products, or perhaps even a re-launch/ new iteration which addresses criticism(s).

Bringing Customers Back on Side

Using either of these approaches, or both in combination, can not only mitigate negative reviews but actually turn around opinion of your brand. In order to do this you must act quickly, engaging with your customer base in a relevant and effective way. As most reviews are spread through social media platforms and other websites, digital marketing is the most powerful way to carry out damage limitation before then getting down to the difficult task of turning negative consumers into advocates of your brand.

Through a comprehensive and strategic digital marketing campaign, you can swiftly intercept negative feedback before it does any lasting damage. Speed and knowledge are key here, and that is why it is best carried out by a digital marketing expert. Even in the worst case scenario, if negative reviews are consistently affecting you business, with the right team on your side you could still turn things around.

To learn more about how to use negative feedback to your advantage, contact the Appache digital marketing team today and we’ll transform your online profile from one littered with poor reviews to being inundated with glowing recommendations. 

How a mobile app can strengthen your Appache

Expanding Brand Loyalty with a Mobile App

By | Mobile, Web Design and Development | No Comments

If your business isn’t mobile it will fall behind. That’s the simple truth. It is estimated that by 2017 the app marketplace will be worth $70billion per year. Every business big and small has an app of some description. Most of them are unfortunately poor at increasing sales significantly, but when a talented app designer and marketer creates a successful app it can transform a business for the better.

But there’s more to it than simple sales; the reason so many businesses are releasing their own apps is because it builds brand loyalty – returning customers are the bedrock of a successful business model, and that’s just what an app provides.

Brand Loyalty and the Mobile Revolution

With a healthy number of loyal customers who trust your brand and will support it in the future, you have a steady stream of revenue. What’s more, when launching new products or services, your business will instantly receive a boost as those same consumers will come back to try your latest offering. 

In the past brand loyalty was measured through “old” statistics –  the number of return visits to a shop, the success of a reward card system, the breadth of products within a brand bought by one person etc. – but while these statistics can still be used, there is a much more powerful way to, not only measure brand loyalty, but to encourage it. That is, of course, through a mobile application.

Applications are increasingly becoming the main point of contact between existing customers and a brand. In the beginning apps were an afterthought with minimal functionality, but now businesses are realising that their apps can provide consumers with an enjoyable experience, advertising content, and a marketplace through which to buy products and services which can rival any retail unit or desktop website. Applications therefore create brand trust and impact via both their presentation and functionality.

In essence then, a customer’s entire experience of a brand can be formed by the design and efficacy of an associated app. If the experience is a positive one then brand loyalty will increase, if it is not, then it will wither. 

Bringing Mobile Applications Together with Digital Marketing

A mistake which many companies make is to isolate their app development from other aspects of the business. The truth is that only when combining app development with a digital marketing campaign can real progress be made. By ensuring that an app takes into consideration advertising and promotional materials, your brand message, essential demographics, the marketplace, and other key facets of a successful digital marketing campaign; a business can produce an app which engages consumers correctly, promotes brand trust, funnels customers towards purchases, and, most importantly, creates a deep sense of brand loyalty. 

For more information on how to develop a digital marketing campaign and a mobile application which will boost your sales significantly and nurture brand loyalty, please speak with one of our digital marketing experts who will be happy to assist you in any way they can.

Digital Marketing for  B2B companies

Why Your B2B Company Needs Strong Digital Marketing

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B2C (business to consumer) companies place great importance on their digital marketing campaigns, and rightfully so, but B2B (business to business) organizations often neglect digital marketing strategies as they believe such strategies are not suited to their needs. This is a huge mistake, and one which can cost an organization in terms of growth, sustainability, sales, and networking. Digital marketing is just as important to a B2B company as it is to any other business, and must be implemented effectively in order to remain competitive. 

Digital Marketing Boosts B2B Success

Your B2B company needs digital marketing. More than this, it needs good digital marketing.

Reasons for this include:

Networking: There is no area in the business world where networking is more important than B2B. Whether a connection results in a sale or opportunities to meet newer clients through a third party’s connections, networking is everything to B2B. All of those networks now primarily function through social media and other digital avenues. Therefore, without actively pursuing an effective digital presence and connecting with companies on that level, your organisation will struggle to increase its sphere of influence.

Sales: Digital marketing is everywhere. Social media, blogs, websites, apps; they all serve the same purpose – to attract potential customers and then to convert them into paying ones. This is no different for a B2B company. By implementing a smart digital marketing campaign which tells your company’s story and highlights why other businesses need your services or products, you will engage your target audience and boost sales.

Growth: No business can survive based purely on existing customers. It must always aim to grow to be healthy. In doing so, your company will replace those customers which do not re-engage with your brand or services. Digital marketing does this by targeting businesses for you, bringing in new leads and new conversions which are the bedrock of sustainability.

Competition: Put simply – your competitors use digital marketing to increase their share of your niche. By foregoing a strategically effective digital marketing campaign, you give your competitors an unneeded edge. Your business will lag behind in terms of visibility and advertising prowess and will be in danger of being muscled out of your most important demographics.

Relevancy: Lastly, any business which does not embrace digital marketing is in danger of becoming irrelevant. For a B2B company to not have a slick, impressive digital marketing plan in operation signals to other businesses that it is neither dynamic nor innovative. Businesses will only want to interact with yours when it can show that it has its finger on the pulse in terms of upcoming market trends. By not staying ahead of current technological developments in marketing your business paints an ineffective picture of itself, which in turn promotes low confidence in customers.

Building Your Business Through Digital Marketing

Digital marketing is an essential  part of any modern, successful B2B company. In order to develop and implement a marketing campaign which will truly boost your sales and increase your impact on your chosen marketplace, please feel free to speak with one of our digital marketing experts. We’re here to help you create a cutting-edge advertising and marketing strategy which will significantly assist your business in terms of sales, networking, and growth.

google-mobile-friendly-business

Google’s Mobile-Friendly Update: What it Means for Your Business

By | Digital Marketing, Food for thought | No Comments

Google has just rolled out its latest search update, labelled “mobile-friendly”. At first this might seem like just another update which makes mobile searching more effective. Look at the small print, however, and you’ll see that it will have dire consequences for businesses which do not have a fully implemented mobile marketing strategy.

The Problem with Mobile-Friendly

This update to Google’s search algorithms is designed to help those using mobile devices find more relevant, accurate, and useful websites when browsing. Search results which have been optimised for mobile devices will appear more readily. The good news for users is that they will be presented with websites which don’t demand awkward zooming or tapping to be read easily; emphasis is placed on content which automatically formats to the mobile device’s screen. Browsing on a smartphone or tablet will therefore be more intuitive and enjoyable, and websites will be able to better convey their marketing message to potential customers with ease. 

To most this all sounds great, but the problem is that many businesses are not ready for this change. It could directly affect their visibility and, therefore, sales. The mobile-friendly Google update doesn’t just make browsing on a mobile device easier – it prioritizes websites which are custom built for such technology.

If a business has a website which does not have a mobile-friendly version, meeting all of Google’s stipulations for such a definition, then it will appear lower in the search rankings for associated terms. This could be fatal for many businesses, especially for those which are trying to either establish themselves, expand into new marketplaces, or engage with a previously untapped demographic.

Market research has shown that a staggering 91% of those using Google click links they find on the first page of results. If a business doesn’t show up for related keywords, then it can have a difficult time organically building an audience. The mobile-friendly Google update pushes businesses further down the search rankings if they do not have content which is catered for mobile devices.

Simply put, how are potential customers supposed to know about a business if they can’t find them on Google?

How to win Mobile-Friends and Influence People

The bottom line here is that your business needs mobile-friendly content. Your website must meet Google’s strict guidelines, producing useful and accurate information which can be easily accessed via a tablet or smartphone. 

In 2014 mobile devices overtook desktop and laptop PCs as the preferred choice for using the internet. This change of browsing and shopping habits is what has led to Google’s new update. Only by implementing a robust, dynamic marketing strategy which embraces the mobile revolution, can a businessperson truly hope to reach their goals and experience sustainable, growing revenues.

For more information about bringing your business up to speed with these changes, please contact our digital marketing experts, who are on hand to help you stay ahead of the competition.

The Dangers of Social Media cross posting

The Dangers of Social Media Cross-Posting

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Posting content across several social media platforms can be time consuming. One approach some businesses take is to post the same content across all channels to minimise the time needed to manage a social media advertising campaign. For your business, time is a resource, so it is easy to see why you might want to save any hassle and simply reuse content; posting it multiple times to Twitter, Facebook, LinkedIn, Tumblr, etc. But there are many issues with this that can have an adverse effect on your organisation in the long run, and it is important that you are aware of the dangers of social media cross-posting before making such an error. 

Cross-Posting is Counterproductive

There are numerous benefits to taking the time to customise your content for each social media account or platform. Doing so negates the problems of cross-posting which include:

Platform Differences: Each social media platform has its own ecosystem and encourages its users to interact in specific ways. In order to stay relevant and effective, your business must engage with customers using these established means. For example, a Twitter account uses language such as “RT” to convey something specific to Twitter users. It’s asking users to “Retweet” the update and spread it around. If a Twitter update using this is then posted to a Facebook page, such a phrase is meaningless because there is no way to do so via that ecosystem. Businesses must stay relevant within each social media platform, and to do so content must be catered to the platform on which it appears.

Account Differences: Your business may need more than one account on a social media platform. This could cover different locations, but it could also include profiles which deal specifically with an individual product or service. When this is the case, cross-posting can still be a real issue. For example, let’s say your company has two Facebook pages, one covering Europe, and another, the USA. You couldn’t cross-post competitions or product announcements which are relevant to only one location as they wouldn’t be relevant across the board. Likewise, if your company produces two types of unrelated product marketed to two very different demographics via specific Facebook pages, you wouldn’t want to cross-post between the two – other than some cross-promotion which is an entirely different approach.

Company Reputation: By cross-posting you give customers no reason to follow your business on more than one social media platform, as they receive nothing unique in doing so. Furthermore, potential customers will look at your social media campaigns as lazy, which will hurt the reputation of your company. Customers want to feel that they are valued. By providing them with uninspired and reused content they will feel that the necessary care and attention to detail is not being placed in the running of your brand. This can seriously damage consumer trust and directly impact sales.

Getting Cross-Promotion Right

The best way to avoid these issues is to create platform and account specific social media posts which will engage with your existing customers, and attract potential ones – content which will significantly boost your sales by taking advantage of each platform’s specific ecosystem and user-base. 

As we mentioned before, time is a resource you can’t afford to fritter away. For this reason it is best to hire an experienced digital marketing team who know exactly what to post and when to post it, taking the hassle away from you, letting you focus on more pressing business matters. 

Digital Marketing web development

6 Ways to Improve Your Website with Digital Marketing

By | Digital Marketing, Uncategorized, Web Design and Development | No Comments

Your website says more about your product or service than you think. It doesn’t just offer up information about your business or a way to purchase said product/service  – your website conveys an impression of your organisation. Quality, presentation, insight, sales pitch: these factors all combine to create confidence in a customer. A professional website implies that any associated product or service will be handled with similar efficiency and care. Furthermore, the very design of your site and its content should attract new customers to your business through Search Engine Optimisation.

Building a quality website is about more than putting together a web-store, bio, services, and homepage; it is about using digital marketing techniques on top of this to truly engage with your customer-base and increase sales conversion rates in the process. This is best achieved through a trustworthy digital marketing team which has the experience to implement critical advertising strategies across a range of avenues.

With this in mind, let’s take a look at 6 ways a digital marketer can improve your website performance:

Function: The first thing a digital marketer will assess is the function of your website. This involves the layout and its purpose. Can visitors find the information they need easily? Is the website design intuitive? Is navigation simple? Most importantly, are potential customers being funneled correctly towards making a purchase? All of these questions will be asked. If your website does not encourage sales growth then it is worthless. A qualified digital marketer will ensure that your website functions with sales in mind.

Form: Once the function of your business website as a sales generator is established, a digital marketer will assess its form. As we mentioned above, a professional website creates confidence in a potential customer that they are engaging with a company that strives for quality. Your website should look appealing while maintaining an effective presentation style to shift visitors towards offered products and/or services.

SEO: Search Engine Optimisation is a critical component of modern marketing. Through understanding the algorithms used in popular search engines such as Google and Bling, a digital marketer can help create content which improves a website’s search ranking. If a potential customer is then looking for a product or service similar to yours, then your website will appear before others. This can significantly increase sales and give you an edge over your competitors.

Copy: This refers to any text included on your website. Well written copy will persuade visitors to try your product or service, enticing them into becoming a loyal customer. A seasoned digital marketer will know how to cater this copy specifically to your brand which will maximise the impact of your website.

 

Media: Images, audio content, animations, videos – all of these are important factors in the digital age. A picture can speak a thousand words, and a video more than that! Consumers are increasingly engaging with video and other media when used to market a product or service. A reputable digital marketer will incorporate a wide range of media into your website design to help advertise your products/services more effectively.

Integration: Lastly, a talented marketing team will integrate your website with other forms of advertising such as email and social media. Branding will be shared across mediums, while different sales pitches can be implemented depending on the targeted audience. This integration creates a powerful web of marketing avenues which become more effective than the sum of their parts.

Choose the Right Digital Marketer

As with any industry there are digital marketers with a proven track record, and those who have none. Business is competitive regardless of industry, and so it is important that you choose the right digital marketer for your project. With a team on board that you can trust, your brand, products, and services can truly reach your desired audience, significantly increasing your returns in the process.

easter digital marketing

5 Digital Marketing Strategies to Boost Sales this Easter

By | Digital Marketing, Social Media | No Comments

While many companies focus on Christmas as their main sales spike throughout the year, Easter can also provide a substantial boost. The Easter weekend itself attracts a rise in shopping activity, with the surrounding public holidays which are present in many countries behind further increases. 

But how best to take advantage of this sales spike? What digital marketing ideas can be implemented over this time to push brand visibility and raise sales conversions?

With this in mind, let’s take a look at 5 digital marketing techniques which can be used over the Easter period when you hire a professional marketing team.

#1 Have Fun

Easter is a time of positivity as the sun begins to shine, the flowers raise their heads above the ground, and consumers feel ready to part with their hard earned money after recovering from Christmas. Campaigns which are designed to tie into this mindset are the most effective. They should be fun and make potential customers smile, feel alive, and look to the future. 

#2 Easter Branding

Branding is important and should take advantage of an Easter setting. Bright colours associated with this time of year, including yellows and oranges, are a great way to capture a customer’s attention; while using familiar images associated with Easter – eggs, bunny rabbits, baby chicks, lambs, flowers etc. – can all be used to evoke feelings about Spring.

#3 Contests

Easter is a time for treats. Easter eggs, a bunch of flowers, chocolates – all of these are often given to loved ones at this time of year. Running some contests giving away Easter themed treats, via social media, is a great way to raise engagement from your existing and potential customers. Of course, this has to be executed in a strategic and skilled way, which is why it is best implemented by a marketing team with a proven track record.

#4 Summer Targeting

This time of year isn’t just about Spring, it is also about the promise of summer. While consumers are off for a few days, many will be thinking of the upcoming season: BBQs, holidays in the sun, gardening, decorating, upgrading etc. The digital marketing experts you hire should keep this in mind, generating leads while taking advantage of purchasing decisions most commonly associated with the summer months. Business is about capitalising on the present and building for the future – your campaigns need to do both.

#5 Limited Easter Discounts

Probably one of the most important ways to engage with customers is through offering time dependent discounts. Easter is often associated with renewal, and it is for this reason that customers are more likely to spend their money in order to “make a change”. Not all potential customers will be as ready to buy your products or services, and so discounts are a great way to positively influence those who are undecided about making a purchasing decision. Your marketing team should take advantage of this and brand such discounts as limited Easter offers, reinforcing the  connection to this time of year. 

Making the Most of Easter for Your Business

Easter is an important time for any business due to increased consumer activity, and it is therefore essential that your product, brand, or service is marketed effectively to maximise results. To do this, it is critical to hire a marketing team you can trust to truly improve your sales and take full advantage of the Easter period.

startup digital marketing

Boost Your Startup with Digital Marketing

By | Digital Marketing | No Comments

Funding. Preparation. Launch. Making your startup a success sounds easy, doesn’t it? Unfortunately, even with a killer product or service, manoeuvring your startup to a position where it is ready to make a real impact on your chosen niche is anything but easy. It is a challenge, and one which requires the right tools to get the job done. 

Your startup has to:

Establish itself in the minds of potential customers

Attract investment

Create a sustainable revenue stream

Achieve consistent growth

And it must do all of this within a short time-frame. Startups need to hit the ground running to build a customer-base and maximise investment before resources run out. Key to all of this is to showcase the business and get it in front of as many eyes as possible. 

One of the most cost-efficient ways of doing so is to implement an effective digital marketing campaign.

A Digital Marketing Campaign is Essential for Your Startup

With the right digital marketing campaign in place, your startup will increase its chances of reaching out to customers and investors alike. It will connect with the demographics most critical to your business, pulling them towards your brand, product, or service. It is the first step towards reaching out to customers and creating a lasting impression which will result in loyalty – a loyalty which will promote future purchases of your products and positive word of mouth.

Perhaps your startup has not been able to attract the right amount of investment to get your project off the ground; even startups which have the financial resources to meet initial goals often require supplemental investment before reaching a self-sustainable level. A great way to make an impact with investors is to have a fully implemented digital marketing campaign which engages with potential customers and shows that there is a desire for your product or service; an important part of securing investment. Furthermore, the right campaign can actually source investors and attract new financial resources which may prove critical in helping your business reach its goals.

Turning Your Startup Around with Digital Marketing

If your startup has already been running for some time and is not seeing the numbers it needs in terms of customers or investors, a redesigned digital marketing campaign could turn this around quickly. With the right marketing strategies in place, your business will both maximise the efficacy of existing networks with investors and customers, and identify new marketplaces and avenues to pursue to attract the resources your startup needs.

The right digital marketing campaign can transform a startup from struggling organisation to thriving business venture in a short space of time.

How to Implement the Right Digital Marketing Campaign for Your Startup

Building your business is not something which should be done on a whim, nor should it be left to chance – there’s too much at risk. Your startup has to hit the ground running, otherwise it will end up like many other ventures: on the financial scrapheap. For this reason it is imperative that you consider hiring a dedicated and reputable digital marketing team, one with a proven track record. Such a team will possess all of the talent, skill, and expertise to transform your startup and build new powerful connections with investors and customers, sustaining your business well into the future. 

Facebook Text  Rule

Dealing with Facebook’s 20% Text Rule

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Creating effective marketing content is difficult in a digital environment where every company, local or international, is competing for advertising space. You want your advertising materials to speak to your potential customers, to let them know exactly what it is you offer and why they should purchase your product or service. But how can you effectively achieve this when advertising platforms such as Facebook put constraints on the types of promotional materials you can publish?

The 20% Rule

When using Facebook you are hindered by a text limit. No image you upload can contain more than 20% of text and then qualify to be used as a paid advert. Of course the image can still be uploaded and posted to your Facebook business or community page, but you cannot use Facebook’s paid ad service which instantly boosts the number of people who will see your promotional content. Furthermore, it isn’t about the number of alphanumeric characters used in an image, but instead the surface area covered by the text. It could just be one word, but if the text is large enough to swallow up more than 20% of your image, then Facebook will not all you to use their advertising service. Such a scenario can put you and your business at a substantial disadvantage.

How to Handle the 20% Facebook Rule

This restriction seems harsh, especially for businesses which want to use text-heavy branding. In order to limit the harm done by this rule, there are three approaches which can be taken:

Abandon Text-Heavy Posts: This is the most drastic approach, but a business could cease using promotional materials on Facebook which contain a lot of text. Doing so will open up advertising opportunities once more, but a business may struggle to convey exactly what they want to their target demographics when curtailed in this way.

Persevere: A company could continue using text-heavy promotional images on Facebook. There would still be a chance that such an image could go viral, but it would limit the material because it could not be propelled forward in terms of visibility via the Facebook Ads or Boost Post function. This is a difficult choice to make, and more often than not businesses make the wrong one.

Call in the Professionals: There is a reason that digital marketing is such a competitive area; it is very difficult to master, and only a small number of highly trained individuals genuinely understand how to take a business to the next level through advertising experience. When a business relies on its online promotional materials – and most do – it is critical that the correct digital marketing techniques are applied to any given situation. For this reason, when the stakes are high, it is important to hire a dedicated talented digital marketing team which knows how to use difficulties such as the 20% rule to the advantage of its clients. 

Use the 20% Facebook Text Rule to Your Advantage

By hiring a skilled digital marketer, you can be sure that the correct decisions will be made, and the most effective solutions applied. This will energise your marketing campaign, and maximise the chances that your promotional material will reach its audience and resonate with them in a meaningful way.

Agile marketing

Get Better Results With Agile Marketing

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Marketing techniques continually change. Each year new ideas come to the fore exploring how to better connect businesses with their potential customers. Some of these ideas fade fast, others endure simply because they provide the results businesses want to see: increased sales, broader brand reach, and continued growth. Therefore, to remain relevant and competitive businesses have to hire trained professionals who know how to implement recent advertising changes, adapting with the market and keeping products, brands, and services visible for as long as possible. 

In order to stay ahead of the game, advertisers need to employ novel ways to maximise their time, ensuring that their approach is the most efficient one possible. One way to do this is to incorporate a marketing technique called Agile.

What is Agile Marketing?

In short, agile marketing allows a business or marketer to make the most of their resources, while creating a level of focus which ensures that any advertising project remains on course to meet its objectives. At all times this marketing technique uses agility and athleticism as a metaphor for advertising strength, speed, and power. It’s a worthwhile approach, and one which can produce startling results.

There are four stages to the Agile Marketing process:

Sprint Planning: In this preliminary stage, the objectives for a marketing campaign are agreed upon. Which goals are the most important? What are the desired outcomes of the project? An experienced digital marketer will bring business owners, managers, sales teams, and other marketing experts together in order to solidify the direction of the advertising campaign. This entire process should take no more than a few hours.

Sprint & Scrums: In Agile Marketing terminology, the “Sprint” refers to the tasks given to various members of staff and the “Scrum” is simply a management technique to ensure that all marketing goals are met on time and within budget. This involves regular, sometimes even daily, meetings where everyone involved who has been given a task shows what they achieved the day before, what they hope to achieve over the forthcoming day, and to outline any difficulties they believe could hinder this progress. These meetings should be short and to the point, lasting no longer than 15-30 minutes.

Sprint Review: Once every “Sprint” or goal has been completed, there is a quick review of each achievement, outlining which ones were met and which were not. This ensures that no loose ends remain.

Sprint Retrospective: Finally, there is a retrospective which focuses entirely on two points – which elements were completed without any issues, and which could be improved upon. This allows for more efficiency in future Sprints.

Digital Marketers and Agile Marketing

Agile Marketing is just one technique which a digital marketer could use to improve advertising results. Using such processes allow the best marketers to ensure that a project continually improves, meeting and then exceeding a business owner’s expectations to markedly improve sales.

google-adwords-success

Google: Measuring How Effective Video Ads Are

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Google has revealed that it aims to increase the effectiveness of its video ads. By looking at the number of people who actually watch an advert, this will affect the way digital marketers and businesses advertise through video from now on. In the past video statistics were imprecise, but now with Google’s new service it is clear that this is all about to change forever.

Viewability Reporting

Announced by Google’s Vice President Neal Mohan at CES, Google is switching over to a “Viewability” model. This simply means that Google will begin tracking how many people watch a video advert. That information can then be added to all of the other analytics data which marketers and businesses are used to dealing with, and allow them to more keenly see which video adverts are catching the attention of desired audiences and which are not.

Advertising Effectiveness

These changes are to be rolled out to businesses and webmasters from March 2015 onwards, and could revolutionise the effectiveness of video advertising. Up until now, marketers and businesses could only gauge the effectiveness of an advert by how many clicks it garnered from visitors. This piece of data of course is helpful, as it shows how many potential customers are directly influenced enough to make a purchasing decision by a video advert, but it leaves out some critical data. For example, what if a customer watches an advert from beginning to end and then decides to visit the promoted product or service at a later date? Maybe they don’t have the time at that moment to buy a product or investigate properly, or perhaps the adverts stays in their mind enough for the customer to enquire about it at a later date? Further still, what if an advert lays some groundwork and then some other promotional material or word-of-mouth merely seals the deal later? Or what if customers are watching adverts and still not making a purchasing decision? 

The point is: knowing how many people actually see a video advert gives experienced marketers a much clearer indication of which videos work, and which do not.  

Impact on Digital Marketing

Viewability could impact digital marketing profoundly. With businesses knowing how often an advert is seen, they could then choose which sites to advertise on, clearly benefiting those which display adverts in a more accessible way. This will also mean that marketers will be able to control their budgets more effectively, ensuring that their clients are only charged by the likes of Google for adverts which gain the right amount of exposure. 

Currently there is a lot of debate about how much of an advert should be viewed before an advertiser must pay for a video. Many in the industry favour two seconds of watch time with 50% of the video screen being apparent. For some, however, this is not enough, and with these increased viewability statistics, it is likely that websites will slowly change the way they display ads so that they are watched for longer in order to maintain advertising revenue. 

Talented marketers will be able to make use of this information, ensuring that businesses reach the demographics they require to be a success.

email marketing

Find Your Customers Through Targeted Email Marketing

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Email has been around for decades. It is a mode of communication which everyone takes for granted. As a business owner, you should place great importance on that one amazing word – everyone. While some potential customers have Facebook accounts, Twitter profiles, and Youtube channels, they will all have an email account. This one fact, the sheer number of people contactable via email, is something which can be used to exponentially increase sales when explored by a talented digital marketing team.

Why You Need to Use Email Marketing

There are a number of reasons that email advertising should be used alongside other digital marketing approaches. These include:

Coverage: As already stated, email is everywhere. Anyone with an internet connection will have an email account provided by their ISP, or alternatively through services such as Yahoo or Outlook. 

Speed: Email allows for instant contact. As soon as a marketing email is sent to a potential customer, it appears in their inbox ensuring that your advertising message is received promptly. This is especially important when used to promote time dependent materials such as limited discounts.

Reinforcement: By encouraging customers to sign up for a mailing list, you increase your reach when releasing subsequent products. This allows you to contact customers who already have a track record for buying a product or service from you, reinforcing the customer/business relationship.

Targeted Marketing: The Most Important Reason To Use Email Marketing

While coverage, speed, and reinforcement are all advantageous, it is targeted marketing which really makes email advertising shine. Targeted marketing simply means that an email campaign is created and sent to a specific demographic. For example, imagine a clothes brand designed to be popular with the 16 – 24 years age group. Rather than sending emails out to everyone on a list, it is far more efficient to send such content to that demographic. This gets the information needed into the hands of those most likely to respond to it, saving time and increasing the chance of success.

Targeted email marketing doesn’t just refer simply to age. It could be any demographic of your choosing. This could include customers who have shown interest in a specific previous item or area. An email carrying information about a similar product or service could be sent directly to them. This can apply to gender, location, hobbies, purchase history, or any other demographic of which you can think.

All of the above makes email marketing a powerful tool for any business, and this type of bespoke, targeted approach is really what separates successful businesses from those which struggle. A broad marketing plan is important, but with the help of a marketing agency that knows how to implement such campaigns specifically, customised approaches to advertising really can significantly boost a brand or product’s sales incredibly.  

twitter marketing buy now button

Twitter’s Buy Now Option: A Game Changer

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The Importance of Innovation in eCommerce

Twitter is now rolling out a trial of their “Buy Now” service for eCommerce businesses. Initially, this will only be available to a small number of producers and companies in the US, but it is expected to be swiftly applied on a global scale as soon as the testing phase is complete. Twitter has always been an exciting platform through which information and promotional material can be presented to potential customers, but with this added Buy Now functionality, the social media service is truly merging eCommerce with its existing suite of tools and bringing customers to businesses in the process.

Buy Now Opens Doors to Businesses

Consumers are increasingly becoming reliant upon eCommerce. The reason for this is simplicity and ease. Being able to browse quickly, find a desired product or service, and then have the item delivered quickly and cheaply, is at the heart of internet shopping. It is with this ethos of speed and simplicity which Twitter’s Buy Now service will revolutionise the business to customer relationship via their website and apps. 

The Buy Now service works fairly simply: businesses can attach a “Buy Now” link to a tweet which will ask a customer for payment details and even provide some customisation such as clothes size for example. This will bring a customer straight to a product and will reinvigorate Twitter as a brilliant marketing platform. 

With this service, businesses will be able to significantly increase the impact of their Twitter campaigns, transforming them markedly. In the past each Tweet could only contain a link to another website where purchases could be made, now customers will be able to buy their desired products without leaving Twitter’s ecosystem, making it easier for them. What’s more, through Twitter’s already established mobile applications, such purchases can be made in any situation and from any smartphone or tablet. 

How is Twitter’s Buy Now Service Likely to be Used?

The Buy Now feature will not put an end to other social media sites using eCommerce – far from it, many services are continually looking for new ways to bring the shopping experience to the customer in a more efficient way. What Buy Now will most likely do is offer specific types of marketing the chance to thrive. For example, businesses which offer exclusive deals to their Twitter followers will increase the number of followers they have over time. Customers will want these deals, and once they have clicked the follow button then they will be exposed to any other marketing content a business mentions in any subsequent Twitter campaign.

Twitter’s Buy Now function will work brilliantly with flash deals and limited offers, increasing sales while funnelling potential and existing customers to a desired Twitter account, which in turn will significantly improve brand reach. In order to maximise this approach and future proof a business for when further marketing innovations are implemented, it is essential that they contact a skilled digital marketing team, allowing them to use their expertise to maximise sales and help build brands, products, and entire businesses which can truly flourish.

digital marketing business

Why Businesses Need Digital Marketing

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As another year arrives, so too do the numerous business opportunities of 2015. We’ve already discussed the trends to look out for over the next twelve months, and in doing so we see one overarching trend to rule them all: digital marketing is at the core of almost every marketing innovation on the planet.  Whether you’re a small local business looking to engage with potential customers nearby, or a worldwide organisation hoping to develop a brand on a global scale, it is only through an expertly conceived digital marketing campaign that these goals can be achieved.

It’s an easy thing to claim, but it’s even easier to show why digital marketing is so essential. Taking the two examples of a local business and an international brand above, we can quickly see why each scenario requires a digital marketing approach in order to thrive:

The Importance of Digital Marketing to Local Businesses

For many it’s clear why larger international companies might need digital marketing, but why should a local business employ such a technique? Surely they don’t need digital engagement to encourage those nearby to use their products or services? This is the number one error being made by smaller, geographically limited businesses. If you have a small company, you need a digital marketing campaign even more-so. Social media, for example, has a huge part to play in creating positive word of mouth about a business. People in the local area, who actually know each other, will suggest services or stores they have used. In the past it was indeed just simply word of mouth, but now with a shared status on Facebook, a pinned photo on Pinterest, or a retweet on Twitter, geographically based customers can instantly recommend your business to their friends, families, and associates.

Digital marketing for local businesses goes way beyond social media and incorporates app creation and engagement, online adverts, email lists, and numerous other techniques which when employed by a top digital marketing team, can make a local business a true success. 

If Your Business is Global, You Need Digital Marketing

Global businesses need digital marketing now more than ever. There is an increasing amount of marketing white noise, where all the companies, brands, products, and services offered around the world are vying continually for the attention of the consumer – attention which it is getting more difficult by the day to capture. Consumers are overwhelmed by the amount of information they are presented with, and so reaching them, grabbing their interest, and funnelling that interest towards making a purchase is a highly competitive undertaking.

Thankfully, by hiring an expert digital marketer, businesses who either have a global brand or hope to in the future, can reach customers more readily. With a digital marketing team who know exactly how to develop a business’s visibility through carefully constructed adverts, expertly written copy, captivating applications, and innovative social media campaigns, any business owner can be confident that they are giving their brand, product, or service the best possible chance of succeeding and maximising sales.

Digital Marketing Isn’t Just the Future

Whether local or global, small or large, a business thrives only by staying relevant and moving with the times. Digital marketing is the future, but it’s more than that – it’s the present. It’s here now, and being used by your competitors to move customers towards their businesses. In order to stay in the game, you have to play it, and your business can only do that well with a digital marketing campaign at its heart.

Mobile apps marketing trends technology

Which Marketing Apps and Technologies Will Take 2015 by Storm?

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Digital marketing is always a fluid and ever-changing force in the world of advertising. In 2015, therefore, there will be a number of key innovations which will continue to alter the way businesses use digital marketing to increase their sales and expand their brands. 

These will include:

Health Apps: Apple, Google, and Samsung are all vying to create products in the health sector. This involves, not just hardware, but software which can use these new technologies as a selling platforms. Many of these apps will not even require brand new hardware, as current generation smartphones already contain some of the required technologies to allow users to keep track of their health and fitness goals. Whether it is a heart-rate monitor, blood pressure sensor, or calorie counter, digital marketers will be increasingly involved in this booming sector throughout 2015.

Wearable Tech: In tandem with the above, new forms of wearable technology will change the way marketers engage with customers forever. Smartwatches and even clothes with digital displays are on their way, and when they arrive it will transform the way personalised advertising is offered. This is a real game-changer and will allow companies to develop new applications and new advertisements specifically for wearable devices. This technology has been in its infancy for a while, but in 2015 there is no doubt that it is ready to truly make the impact it deserves.

Ibeacon: Through using the Bluetooth signals of customer mobile phones, retailers will engage with those in the local vicinity by providing information about nearby products they might be interested in. Unique deals and helpful guides about what to buy are all possibilities for marketers using this new medium. Furthermore, this will open up the possibility of retailer specific apps which respond when in stores. Once installed, retailers will be able to send enticing advertising content to customers even when they are off-site. This could exponentially increase the number of possible customers affected by advertising strategies. 

Entertainment Apps: The number of people using subscriber based streaming apps is increasing. On top of this, there are new applications being developed which allow customers to watch video content without a subscription, with revenues raised through adverts. These adverts are going to be a great way to engage with customers in 2015. Not only will they potentially reach millions of people, but they will be clickable from within mobile devices and desktop PCs, allowing customers to go directly to a product, read more about it, and then even buy it instantly. It is this type of immediate interaction which businesses should be taking advantage of in 2015 and beyond.

These apps and technologies are going to impress themselves on businesses throughout the year and beyond. In order to fully incorporate such innovations into your marketing campaign effectively, it’s imperative that you contact a digital marketing expert who can, not only increase your sales through knowledge of these developments, but also future proof your business for other innovations yet to appear.

The importance of christmas social media campaigns

The Importance of Christmas Social Media Campaigns

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For many businesses, Christmas is the most important time of the year. It is that part of the annual calendar which significantly increases the amounts customers spend, and it is also the time when many retailers, for example, make their biggest profits. Unfortunately, it is also the time of the year when there is more advertising materials on offer than ever before, and so companies can easily get lost in the noise, failing to find their voice and get their brand message out to potential customers.

For this reason, marketers are increasingly relying on social media campaigns at Christmas. The importance of a festive online marketing plan cannot be underestimated, and it is one which can be applied, not just to Christmas, but to the post-Christmas sales as well, creating lasting customer loyalty.

Three reasons to use a Christmas social media campaign, include:

Reach: There are two ways to effectively reach an audience – throw money at the problem to buy premium advertising space, or to start from the ground up and engage with potential customers through a grassroots campaign. The latter is highly effective, and also much more cost effective. Social media platforms allow businesses to deliver advertising straight to a chosen demographic without paying exorbitant fees. Nearly 30% of customers claim that social media is one of their main ways to learn about a product, and over 50% use such platforms to engage with brands they like. These vast numbers cannot be ignored.

Meaningful Interactions: By doing more than just delivering an advert, social media allows a company to interact with customers, creating a high level of worth in customer-business relationships. By making social media posts which actively encourage customer participation, this cements a brand or product in the memory and attention of potentially thousands of individuals. Of course to do this most effectively, hiring a social media and digital marketing expert is key. This ensures that each social media campaign has a strong brand message and is as efficient as possible at creating new customers.

Loyalty: Since Christmas is the time when customers do more shopping than at any other point during the year, it follows that new customer brand loyalties are forged more so in the build up to December than any other month. Christmas is therefore a great opportunity to give a customer their first experience of your brand, product, and customer service. By making a great, lasting impression, a business can expect to see these new customers come back for further purchases throughout the year. Social media by itself is a phenomenal follow-up platform, which allows for innovative interactions which will solidify this loyalty, encouraging customers to come back for more.

Christmas is the most wonderful time of the year, for a number of reasons. Make it your business’s most profitable and lucrative season by using a brilliant social media marketing strategy to elevate every aspect of your sales and brand reach. 

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