by Fiona Mackenzie | Oct 18, 2019
We all know the numbers don't lie, right? Marketers live and breathe data, so here's more than 1.56 billion reasons why we have to be certain our websites are responsive and display properly on mobile phones - because in 2018 alone, there were about 1.56 billion...
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Even though you think of your brand as unique, it’s not exempt from having to build trust and authority online. Marketers use various methods – reviews, testimonials, third-party media stories, brand profile, trust-building content, organic ranking and other methods to establish trust and authority.
Building trust and authority also means responding to positive and negative feedback with equal effort. How willing are you to openly address common, yet uncomfortable, questions that potential customers ask on social media, such as:
A digital marketing strategy lays out the blueprint for how your business will use digital marketing to achieve its goals.
A typical digital marketing strategy includes an evaluation of existing digital channels and assets, a plan for organic and paid media, a budget,and measurable goals, forecasts and milestones.
A digital marketing plan is an evolving document and should be regularly reviewed. It should be updated as opportunities present themselves or circumstances change.
Without executive endorsement, digital marketing plans may struggle to succeed.
It’s a congested, noisy marketplace online. Often, to stand out, you need to be different. Being different can mean stepping outside of your comfort zone and trying things you’ve never done before. By willing to fail forward, you give permission to yourselves to experiment to see what resonates and you might surprise yourself by creating content that captures people’s imagination and goes viral.
The best way to know if something doesn’t work is to test it.
Digital Koalas always recommends testing all major platforms with a modest media placement budget and a variety of messages. In our experience, it becomes quickly apparent what works best.
In many cases, digital marketing is experimental. What works for one industry, fails miserably for another. What works for one competitor doesn’t work for another.
The purpose of testing is to refine what works best for your brand, prior to major media investment.
Customers can contact a customer service representative faster and easier now than ever before thanks to social media. Businesses can also receive, review, and respond to customers’ grievances faster and easier than ever before. Although challenges may still remain, customers can now communicate real feedback in real time like never before, something businesses have strived to achieve for a long time. To do this effectively, though, a business must have appropriate resources dedicated to managing it.
Does your company post new video content on its website and YouTube channel at least once every month? Video is great for boosting conversion rates. Using it on landing pages can help potential customers to feel more secure about sharing information or purchasing for the first time.
It can be incorporated into email marketing campaigns and builds trust and credibility. It’s a great way of simply explaining complicated subjects (think explainer videos) and is the type of content to encourage social sharing. Lastly, but not all, search engines love videos, so it’s another way for your business or brand to rank.
We’re constantly amazed by what works online.
Sometimes the platforms you don’t expect to work, do. Not only is this a great reason to test, but it’s also a reason to think outside-the-box and be willing to test emerging social media platforms, rather than only rely on obvious, established platforms.
We know content marketing is hard, resource and time-intensive, but it’s a necessary part of any digital marketing strategy. To succeed online, a business must constantly create fresh content, whether it be for the website, social media channels or advertising campaigns.
By loading fresh content in websites, Google has a reason to scan your website and increase your rank. New content keeps your advertising fresh and your social media posts too.
In terms of finding suppliers of goods and services, search remains king. If you’re not listed somewhere on Google, your chances of succeeding online are extremely difficult. Your most important digital asset is your website. By investing in optimising it for search, you are giving yourself the best opportunity to be found without paying for the privilege. SEO is a slow process that takes time to achieve. If you need to be found immediately, you should talk to us about paid campaigns.
Many people won’t read large amounts of copy online. It’s simpler and more effective to communicate messages (especially complicated ones) via video. Video also has the added benefit of keeping people on your website for longer, which is good for search engine organic ranking.
To be effective, a website has to be up-to-date, easy to navigate and present your brand, products or services in the best possible way. It should offer visitors an easy way to contact the business.
Online, your potential customers have little patience. They want to get to their destination as quickly as possible, and if they can’t find what they want quickly, they’ll likely leave, possibly to your competitors.
Businesses that do not have websites are like people standing in a blackened room. You know you exist, but the rest of the people are oblivious. A website is no longer something nice to do – it’s mandatory for any business that wants to grow bigger. You have to be seen to be found. You have to be found to grow your business. It’s as simple as that.
A landing page is a standalone web page created specifically to support a promotional or advertising campaign. Landing pages are designed with a single focused objective – to promote a call to action (CTA) and entice the browser to convert.
Conversion can mean buying a product or service, filling out a form to become a sales lead, or it could be simply offering the visitor something of value, such as a free download of a report.
An effective landing page has a consistent message plus look and feel, to the advertising that led the visitor to it.
We don’t need to tell you that digital marketing offers global reach for a fraction of the cost of traditional methods, such as opening international offices, hiring an army of staff or heavily investing in mass market media, such as television and print.
By far, for most businesses, it’s much more cost-effective to establish a digital marketing function and build a brand’s digital assets.
Gone are the days where you spent a small fortune on media placement, but had no idea until later (sometimes much later) whether your investment delivered any return. Digital marketing is very measurable, sometimes immediately. By monitoring and optimising campaign activity, you can quickly turn off what’s not working, and shift budget to messages that resonate and convert your browsers into buyers.
There are so many benefits to building a database in digital marketing that it’s almost impossible to know where to start.
Apart from making communications more targeted and personalised, while being able to talk one-to-one with people who actually want to receive your communications, your database is as precious as gold. Using it, you can effectively and more efficiently profile potential customers digitally in Facebook and Google, saving you both time and budget.
Plagiarism is the finest form of flattery, even though it can be downright annoying.
Competitor A will copy Competitor B because Competitor B is doing something that’s working, at least on first glance. If competitors are copying you, it means you are the brand everyone is talking about (including buyers) so you are setting the benchmarks and standards your competitors want to follow. The key to leading the pack is being ready to pivot quickly, at short notice, to throw competitors off-guard.
No brand appeals to everyone.
By targeting a segment of buyers, a brandismuch better able to build brand loyalty and provide customers with relevant products and services they are willing to pay for.
Digital marketing is highly measurable. In fact, data is everything.
Having analytics at your fingertips takes the guess work out of determining whether your marketing is working. By measuring your digital marketing campaigns in real-time, you can quickly see which tactics are working and which are not. Then, through optimisation, you can adjust your campaigns for greater effectiveness. Best of all, you can also use the insights you’ve gained to improve future campaigns.
Through digital, people are learning and sharing knowledge with lightning speed. Today’s customers are smart – and they’re smarter than many brands realise. Over the Internet, your customers are talking amongst themselves, sharing their unfiltered brand experiences with one another. But it’s not just customers who have been empowered by digital. Smart companies are using the Internet to reach more people, tell their stories, increase their conversions – all at a fraction of the cost of hiring people or relying on legacy media like broadcast and print.