Category Archives: Digital Strategy

 

Digital marketing landscape 2017

Digital marketing landscape 2017

Around 16 years ago, I gave an interview for an Assistant Marketing Manager’s job. The interviewer’s first question was, ‘Tell me, what is marketing?’. I said, ‘Well, I think everything is marketing.’ I saw a puzzled face, so I added; ‘…I believe, everything a business does, that involves the customer is actually marketing. It’s not just about branding and advertising.’ Well, he didn’t agree. Maybe he was looking for a textbook answer. Anyway, I think whenever you engage with a customer (directly or indirectly), it’s a part of marketing. It’s about educating your audience and building relationships. Digital marketing is basically marketing using digital technologies.

Next thing, what do I mean by ‘landscape’? It is important to understand what the playing field looks like, what it has to offer, what to look for and what to look-out for. You can also leverage the traditional marketing landscape that sits underneath the digital overlay. In 2016, over 85% of Australians were using Internet actively, that is about 20 out of 24 million population. We spent an average of 72 hours online in the month of November. This basically means that Australians were surfing the web for around 1.44 billion hours in a single month. Yup, that’s 1,440,000,000 hours of pure online surfing over 30 days. Canberra’s share of that would be around 22 million hours. How many of them were your potential customers?

How can your capitalize on these trends?

1. Search Engines: Google and other search engine advertisements and top rankings may seem like a pricey real estate, but it is still one of the most popular one. Use both paid and organic results to get in front of your customers.

2. Facebook: Facebook is the most popular social media website in Australia. It should be a part of your digital marketing mix. Refer to my previous article about difference between Google and Facebook advertising.

3. Website: Your website is one of the most powerful tools you have, to convey your message across to the potential customer. Be it content marketing or landing pages for your ads on Google or Facebook, a good web page can help you amplify your message and convert traffic into leads.

4. Mobile: Here is a device that is closest to your customer, pretty much all the time, even when they are on other devices. Look for creative ways to reach out to your customers via mobile.

5. Emails: Emails are still important. You just need to look for ways to make it more personal and less generic. Newsletters are boring but well personalised emails, not as much. Automate it, and you can turn them into a great relationship builder.

There is so much you can do to grow your business. I would love to hear from you, bounce some ideas around and discuss growth strategies. Give me a call or drop me an email. I wish you a very happy and digitally successful 2017.

 

 

 

How to generate leads

How to generate leads?

Unless you are selling via your website, be it products or services, the most crucial function of your website is likely to be lead generation. Even if you are selling online, lead capturing is still the second most vital function of your website. If you are a business that is spending money on any kind of advertising or marketing, your aim is simple; to generate leads. What people don’t realise is that there is a science behind attracting and capturing quality leads.
Continue reading How to generate leads?

 

 

 

KISG - Keep It Simple Genius

Keep It Simple Genius

Leonardo da Vinci once said;

Simplicity is the ultimate sophistication.

The same applies to the User Experience when you are designing anything. Every user is different and so is every website or app. In many cases, the engagement level boils down to one thing; how user-friendly it looks and feels to your users. User experience (abbreviated as UX) is exactly that; how users perceives the experience to be, while using with your digital product. It is why Apple became Apple. Even though they sell devices, the primary reason why people buy their phones, tablets and computers is because of the user experience. I have seen as young as a 1-year-old using an Apple device with ease; it’s amazing. User Interface ultimately dictates the user interaction.

Simplicity is not that simple, it’s a complex algorithm. It’s hard for us humans to let to our control. It’s hard to trust our instincts. The fear of failure is hard to avoid. It takes courage.

User interface (UI) plays an important role in our daily lives. It is not just about making it user friendly, but taking it to the next level. It is about understanding who the users are, what are they looking for, how are they behaving and being
able to design your website or applications accordingly. UX is more about
intuition and emotional connection with the user. I have found simplicity to be the most complex art and clarity is the key to it.

Forget the KISS formula. They got it wrong. It was supposed to be KISG for Keep It Simple Genius!

 

Digital Strategy Canberra

How to craft your digital strategy?

I hope you had a lovely Christmas and New Year break. New year brings new excitement, new dreams and renewed vision. Digital Strategy can be a primary vehicle to achieve your business vision. Many set goals every year, success however comes to those who act. This article can help you model your digital strategy this year.

Step 1: To build a solid strategy, an absolute clarity of goals is essential. The goals need to be SMART i.e. Specific, Measurable, Achievable, Realistic and Time-bound goals. Secondly, you need to allocate resources for your goals. For example; who will be responsible for what, the budget, time allocations etc. Thirdly, what worked for others may not work for you. Have some past data, old experiences, reference points or benchmarks ready so that you can use them to choose the right strategy for your business. Start by writing down your goals for each area of your business.

Step 2: Now, work out the different ways you can use to reach these goals. If increasing sales is one of your goals, you can do it either by increasing new sales or by increasing average order amount (upsell) or by increasing frequency of purchase. If you choose to increase the new sales, you will need more leads. Lead generation can be done via paid search engine advertising or search engine optimisation (SEO) or social media engagement. What is the most efficient channel for you? You don’t have to choose one verses the other. You can use a combination of them to help you achieve your goals on time on budget.

Step 3: Start to put together a set of strategies for each goal. For example, a strategy for lead generation will be different to a strategy for customer engagement. Choose the target segment, the relevant platforms (Facebook, Google etc) and the targeting techniques. Tie everything back to your measurable goals.

Step 4: Do the analysis based on the past experiences and benchmarks to choose or prioritise your strategies. Sometimes, you may want to put a Plan A & Plan B type scenario. Know the difference between a strategy and a tactic. Tactics are used for short term goals that are generally small and independent. Strategy is a holistic, long-term and sustainable approach. A combination of the two can be used to create your overall digital strategy.

Step 5: Make a decision and commit to the chosen strategies for your goals. You don’t have to be right all the time. You can review your plan every quarter to make sure your resources are used efficiently. Define KPI’s (Key Performance Indicators) to track the performance of each strategy. Don’t try to use ‘set and forget’ type strategy.

Crafting a digital strategy may sound like a lot of work, but you can keep it simple. Start with one goal and go from there. You will be surprised how easily it unfolds itself once you start working on it. Let me know if I can be of any help.

I wish you a very successful and rewarding year ahead.

 

Attention economy

Forget clicks – attention is the new currency

Yup, if you are still measuring your digital success with the number of clicks, you are doing it wrong. Our (human beings) average attention span is about 8 seconds, which is shorter than that of a goldfish. An average page visit lasts less than a minute. On a mobile device, it’s even less. We are being continuously overloaded with information and attention is now a scarce commodity. Welcome to the age of Attention Economy!

In this age of information overload, Attention economics is an approach that treats human attention as a scarce commodity.

Simply put, if you can’t keep someone’s attention on your website for more than 8 seconds, you have lost them, possibly to a competitor.

The digital and social media wave has changed the traditional marketing landscape significantly. There is a lot of noise out there. Many businesses are competing for the same audience. Our job is to cut through the noise and grab the audience’s attention.

Just getting attention is not enough though. The problem with Attention is that it’s not a very measurable activity. If someone says they are paying attention, doesn’t actually mean that they are paying a full attention. So, attention can only be measured by the next action taken by a user; which could be as simple as a decision to stay on a webpage and read what it has to offer. This is why attention is only the first step; the second piece of the puzzle is Engagement.

Attention and engagement go hand in hand. After successfully getting someone’s attention, you then need to keep them engaged to really make it worthwhile. Out of the millions of hours of free videos available online, the average length watched is only around 2.7 minutes. How long can you keep your users engaged?

After doing all that work, the battle is not yet won. The third piece in the puzzle is Retention. Once you have grabbed the attention and engaged them with your message, you must repeat this a few times before they buy from you. Traditionally, it use to take a minimum of 7 contacts for someone to buy your product or service. This number is more like 12 or 15 now a days depending upon the market you are in. The problem is most businesses give up after the 2nd or 3rd contact with their prospective audience and then they are back to square one.

If you would like to know about how you can use various digital strategies to grow your business, give me a call and we can discuss it over a¬ coffee.

Prepare your business to stand out from the crowd. Learn to catch attention of your audience. The more attention you get, the richer your business will get. Good thing is, not many people are doing it. So this is the time. Don’t wait. Be awesome!

 

 

digital strategy canberra

Results driven digital strategies, Canberra

Direction is so much more important than speed – many people are going nowhere fast. Many business owners fail to really look at the strategic direction of their business on a regular basis. With time and pressure of running a small business, goals often become blurry. Thinking strategically, takes time and patience – which is often the last thing a business owner has. In no time, business starts heading in the not-so-right direction. It becomes like a car with the misaligned wheels, you put all your energy into holding the wheels straight. Without thinking holistically & strategically, you change one of the wheels to a wrong size one; either too big or too small. This happens more often in the business than you think. Continue reading Results driven digital strategies, Canberra

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