The Oxford dictionary defines marketing as “the action or business of promoting and selling products or services, including market research and advertising” and digital is defined as “involving or relating to the use of computer technology.”
No business can reach its potential without Digital Marketing: a massive 97% of consumers search online for local businesses!
Any marketing requires a set of goals. Once those goals are set, there are many different ways to achieve them with various digital marketing techniques.
Step 1 is making sure you have products or services to promote or sell. Once the products or services are clearly delineated marketing can be planned and implemented to generate enquiries and sales.
We base our digital marketing services on strong and time-tested marketing theories. The two fundamental marketing models we apply are Attention, Interest, Desire, Action (AIDA) and the buying funnel: Aware, Learn, Shop, Buy. We combine these with our own contemporary marketing models. This gives our clients the edge that propels them above and beyond their competitors.
Each page of your website should have a certain purpose. When each page realises that purpose, online business sky rockets. By generating more and more avenues for visitors to arrive at the key pages that create business the volume continues to increase.
For most businesses, your website is the vital part of the marketing to sales process. Apart from businesses that sell solely through other websites (eBay, Amazon, etc.) every business needs a website that can get the right sort of visitor and can move them from being a visitor to becoming an enquiry or sale. Even after all of these years of internet dominance many businesses have an extended business card or brochure as their website. This is just a small part of the potential digital experience visitors have grown to expect from websites they may do business with, and can often act as a deterrent. It will also mean that you are missing out on the vast majority of potential visitors that may become customers.
See the content strategy section on this page for more information with regards to what should actually be on your website.
Your website design should be professional and communicate in its design the qualities of your business. Today more and more people are using mobile devices to access websites. Some of our clients have over 25% of visitors coming from mobiles and tablets. We recommend that websites are built with responsive design, meaning the user experience is excellent across any available visiting medium without requiring multiple versions of a website to achieve this. This minimises ongoing development and maintenance costs as there is only the one website that responds accordingly to the device the visitor is viewing from.
Design friction is where the website design puts a visitor off to greater or lesser degree. Too many sites are difficult to navigate or read. By providing clear and multiple methods of navigation and ensuring high readability of content you will not repel your visitors before you promote your services or products to them.
By designing with the foresight to bring design friction to zero your content has the chance to bring the visitor up to the point of enquiring or buying from you.
There are many points to readability and navigation but the simplicity is to ensure that the text is large enough to be easily read, the whole site is aesthetically appealing and there are clearly defined and standardised navigation options on each page.
Search Engine Optimisation (SEO):
SEO is becoming a generic word for digital marketing. However, SEO is its own very specific category of digital marketing and should be separated.
SEO is simply techniques used to generate visibility on search engines for relevant visitor searches on the organic search engine result pages (SERPS). Google offers paid advertising (Adwords) and is its major source of income. This belongs in its own category of Paid Advertising (see later).
The most important aspect of SEO is choosing the right keywords. This is working back from the potential visitor and figuring out what search phrases they may use to try and find a business that provides products or services such as your business provides. There are many techniques to obtain these search phrases, initial work is done to get the bulk of the main keywords, chances are you will know the main ones that you want to rank for, then ongoing work is done to find more keywords, strengthen successful keywords and learn what keywords are not as important and can be focused on less.
Once you have your keywords, on page SEO is the techniques used to word your website, its navigation and coding to be optimised most efficiently and relevantly to have your website show up high on the search engines. This is ensuring you have a relevant and keyword rich structure to your navigation, page content, media, titles and subtitles as well as keyword rich, relevant interlinking between pages.
Once your site is optimised for the search engines with your researched keywords there are many techniques available to push your website further up the rankings. Google use many different factors in ranking your site, historically, there have been many ways to artificially move a site further up the search engines; however, Google have a very large division constantly closing those loopholes and fighting spammy manipulative techniques.
In the past 12 months Google have made huge strides in this direction and rankings are the most accurate and fair reflection of quality and relevant content that they have every been. To a large degree, off-page SEO, when describing these manipulative techniques, is dying.
Modern off-page SEO now and into the future is addressed with Social Media and relevant links to your website. No magic technique will give long term results. Given a high quality set of keywords, on-page SEO and excellent website content is now the most important factor in SEO by far.
Online paid advertising is huge business. Google have more than 100 million USD per DAY in paid advertising revenue. A well researched and managed paid advertising campaign with Google Adwords can revolutionise your business.
There are other forms of paid advertising in buying ads or links with high traffic websites, directories, and so on. Whether these are worthwhile depends on your industry.
Adwords generally means Google Text Ads displayed on search engine results pages. But these are also displayed on information websites as a source of revenue for them, this is Pay Per Click (PPC) advertising. The other type of advertising that Google provide is cost per thousand impressions (CPM), this is for display adverts. Other search engines offer similar services.
Paid advertising can get you the most business but has the highest potential cost.
Content is the most important aspect of your website and marketing strategy. Without it you will not capitalise on the visitors you get nor will you reach anywhere close to your maximum visitor count.
Content here is meant as pages, articles, images, videos and interactive items related to your business on your website, on Social Media, other websites, mobile and tablet applications, emails and any other outreach technique you employ in your marketing efforts.
Generating high quality content on the right media will catapult you into the digital limelight and maximise your potential business.
Social Media and Web 2.0:
By having a presence on the most visited sites on the internet and connecting with potential customers or referral points you can increase your enquiries and sales. Also, by providing access to your content by all modern media, your visibility and status are increased.
Google+, Facebook, Linkedin, Twitter, Pinterest, RSS feeds, and any of the multitude of available method of communicating with potential clients are valid. Some industries do better with Facebook, others with Linkedin, and still others with Pinterest or Youtube. Having a presence on each is recommended, whilst focusing on one or two to generate volume interest and business.
Getting a large following on Social Media is much easier than directly on your website. By regularly sharing your new content, special offers, and interesting industry related news / info you will see greater viewership of your business.
Often overlooked, this is one of the best sources of nurturing leads and repeat business from satisfied clients and customers. An effective email campaign does not work with volume of emails but quality of emails. This maximises return and minimises the potential customers friction on getting too many emails.
Creating your list:
By increasing your visibility through your website and social media / web 2.0 efforts you can build up a volume of interested subscribers. By connecting to them regularly you can bring business and connections to bear. This, alongside building your list from your contacts, past clients and other offline methods can produce a large percentage of your sales enquiries.
E-mail should be more than just special offers and service sales pitches. By providing valuable content to your subscribers and moving them along the sales funnel by providing information and commentary, you can gain high quality enquiries that can be turned into sales.
Analytics and User Metrics:
By setting up your website to see what your visitors are doing and how they are arriving at your site you can measure the effectiveness of your marketing campaigns. This gives you insight into where you need to change and where you need to strengthen.
By setting up means of tracking enquiries, downloads, and so on you can see where you are gaining customers and where you need to change things. This is also where you can track the actual effectiveness of your paid advertising, social media and all other aspects of off site digital marketing as all referrals can be tracked.
With good data on site usage the site and methods of arriving to the site can be optimised to increase the percentage of your visitors turning into enquiries or online sales.
Once you have a suitable analytics and user metric measurement base conversion optimisation is simple as long as you have built up enough volume to make meaningful test changes to parts of your site. With less than 500 visitors per month your percentages on tests can obscure what works and what doesn’t. The good news is that any site can get more than 500 visitors per month no matter how niche by using the above tools and techniques to create a digital presence.
Contact us today to see how a Digital Marketing campaign from Cocoa Promotions can revolutionize your business: