Digital Marketing Decoded Part 2

Last fortnight in part 1 of BizParade’s Digital Marketing Decoded we asked Melbourne internet agency Salsa to share their knowledge on how to get the most out of search engine optimization to help drive your website’s presence in the free search engine listings, and how to get a head start by implementing an AdWords campaign or linking strategy to rank even higher.

In this issue the author talks to three digital marketing agencies to investigate the advantages of implementing digital campaigns, how you can market to your database more effectively, and the benefits of developing a more comprehensive digital strategy to maximize the return on your marketing spend.

Some of the most significant advantages to digital marketing over more traditional mediums include the ability to track the results and measure them against specific desired outcomes and segment your audience, but cost efficiency and fast lead times are also a draw card.
Sydney based digital marketing specialists Permission Communications specialize in digital marketing solutions for a range of medium to large companies spanning the FMCG, fashion and event sectors.

“We use a combination of solutions that are available, for example email marketing platforms, but we also build lots of little applications and solutions that say, well okay you’ve got a need in your business to do this, so we’re going to build a digital solution that can allow you to do that, for instance online surveying systems, event management systems and triggered email systems to name a few,” says Permission’s [insert title], Jeremy Glass.

One of their strengths is developing email solutions including direct marketing, CRM and promotional campaigns right through to more technical solutions including custom-built email systems, integrated email and spam management technology.

“Email campaigns are often compared to direct marketing, but there are significant advantages to online, which traditional direct mail simply cannot offer. Primarily this is the ability to easily measure the effectiveness of an online campaign, which can be more challenging and costly with direct mail,” explains Glass.

Advanced reporting software can track a consumer’s behaviour from the second your email hits their inbox, or they click on your banner ad or upgraded directory listing, right through the consumer’s engagement and purchasing process.

Unlike more traditional mediums where you don’t know if the response to an offer has uptake until the phones start ringing or the consumer visits your store, tracking an email campaign is significantly more telling and it is in real time.

Tracking reveals important information about your campaign and gauges whether it is delivering the desired results. If the results are below expectation, you can track this back to the number of people actually clicking on the email, and whether your subject line was a success. Or, if they opened your email and clicked through to your website, telling you whether your call to action was compelling or if it was clearly understood.

“You get those metrics down to the individual, so you can tell what different people in your database would be interested in, and then you can do a follow-up communication with them specific to that insight so that immediately gives you a lot more power,” adds Glass.

This is the other important advantage of digital: the ability to segment your audience and tailor messages to different groups depending on their purchase behaviour. “The tools which are available for building, sending and managing email campaigns generally come with the capability of both segmenting a database based on profiles of the members of the database, but also using that segmentation to send out content specific to that profile,” explains Glass.

One of the biggest trends in email marketing currently is automated and triggered response emails, which effectively communicates to your subscriber at any given time they act. “It’s based around the principle if you can talk to the person with the right message at the right time, you’re more likely going to.

Gaining these insights so you can segment and target messages gives you the added advantage of adjusting the campaign within the first few days or even hours, which can be critical to your event’s success.

Whilst email solutions are not necessarily cheap, says Glass, they are far more cost effective in delivering ROI against desired outcomes compared to above-the-line because they are relatively inexpensive to produce and they can be targeted so precisely.

In tests run for one of their clients Esprit, Permission found email marketing was five times more cost effective at delivering the same level of response than it was using direct mail. “And that’s just the cost let alone the insight and the information that we got from it,” says Glass.

This can also be said for mobile and interactive wireless marketing solutions, which brands such as Vodafone have been successfully testing since 2005. For the past three years Vodafone Australia has sponsored major electronic music festivals across Australia as part of their ongoing relationship marketing strategy, says AURA Interactive’s Sales & Marketing Director, Adam Dunne.

Similar solutions can be just as effective for implementation at events and conferences, with mobile marketing offering the same advantage of segmenting your database according to their previous purchasing behaviours or preferences.

“Entry level pre-event reminders and post event follow-ups via SMS can be just as effective to remind participants of conference dates or results post event, says Dunne. But being more active during the time they are actually engaged at your event is probably where mobile technology can cut through, given the often-limited access to email.

“Being more active during the event and using the conference database to actually drive traffic through to the seminars or to specific stands and sponsors, sending reminders about session times and potentially prize draws for example,” are all opportunities to add value to the consumer experience cost effectively, adds Dunne.

Measurability is just as easy with the ability to track user’s actions and gauge insights about their behaviour, whilst also being able to react quickly with different messages depending on your desired outcome.

Last minute offers, reminders, and refer a friend campaign can all be instigated at the push of a button and sent directly to consumers based on their previous level of engagement either via email or mobile campaigns, or both.

“From an event marketing perspective, I would look at putting a strategy into place that actually looks at all those different scenarios up front and have it all ready to go because it’s not like a print campaign where if you want something to be ready to go, you’ve got to invest the money, the time, and the logistics and it’s got to be all planned out. Rather, we just make a snap decision and within a couple of hours we can send out a special offer,” adds Glass.

Award winning digital agency, Clear Blue Day’s Peter Bray agrees that planning your digital strategy is integral to achieving better online results. “The adage about failing to plan is a plan to fail is very true. It is essential that you take time to create a strategy, but also you need to be realistic about what you want to achieve, and start with a budget. Having key performance indicators as part of your initial plan is vital so that you can judge your success,” Bray adds.

Specialists in the development of digital strategy, online campaigns, search engine optimization and website design, Clear Blue Day offer a fast and effective method of understanding your business and how digital can best meet your objectives, says Bray.

“The Sprint method cuts out a lot of the meaningless consultancy. Most of Clear Blue Day’s clients come to us with one end game: sell more products and capture more market share. There is no point in spending weeks working out what needs to be achieved when everyone in the room knows the goal. The sprint model allows companies to not only come up with a strategy in minimal time, but also to roll it out quickly. In the time precious world of business, this is vital.”

In a landscape that is constantly changing with the introduction of new technologies and capabilities, engaging a specialist digital agency before you engage your clients is an important first step in planning any digital activity.

“One of the key principles that we often talk about is that there are a lot of little potholes and falling into one of them can actually scuttle your whole campaign,” adds Glass.

“You’ve got to make sure you’ve ticked all your boxes to ensure this doesn’t happen, and I guess that’s the difference between working with someone that’s been doing it for years who is a specialist.”

And, if you are concerned about the costs, then you will be reassured to know the investment is worth it. Online marketing is considerably cheaper and more cost effective than more traditional mediums and there are a number of entry points depending on your budget, ranging from search engine optimization to a fully integrated email system or mobile campaign.

5 Strategies Most Successful Businesses Use Online

Most successful businesses found online typically share certain characteristics insofar as the strategies they use. Their basic philosophy is built around the attitude of taking action when and where needed with minimal hesitation. However marketing an online business also involves the use of a good deal of strategic thinking so that the actions taken proved to be as productive as possible! The bottom line is marketing success on the internet calls for the need to think fast and move even faster.

Here are 5 basic strategies commonly used when marketing an online business that seem to yield successful results for many time and again!

Apply Initiative

Avoid duplicating the ‘cookie cutter’ approach when possibly if the opportunity to customize a something is available to you! Do not select any approaches or strategies based upon how simple they may be to apply when marketing an online business. In most cases there are always ways to tweak or improve that which is already in existence. By doing so you are already distancing yourself from the crowd!

Keyword Selection

Most suggest or are proponents of selecting keywords for their business that are NOT highly searched upon since they are deemed to be too competitive. Well keyword use is for the sake of generating traffic, right? It would seem that those words and phrases that reflect the greatest search results would also bring you the most traffic and therefore more marketing success as well! Using these words and phrases for traffic generation would seem fine, just avoid trying to rank a website or blog using them since these results may take longer!

Watch the Crowd, Go in the Opposite Direction

Although success does leave footprints, use the accomplishments of others as a source for developing new ideas and/or concepts! The key to marketing an online business successfully is to have something that stands out from the pack. You can still be different while employing the same principles others have used in the past that gave then great results! It would only stand to reason that if ‘everybody’ is doing the same thing it will be harder for you to compete!

Forget the Small Stuff

Avoid the temptation of getting too hung up in small and insignificant details! It is absolutely vital to move beyond the planning stages if marketing success is to be yours and this requires taking action! Planning is great and obviously needed however unless active measures are taken to implement your plan nothing will never happen, period!

Fear Not Failure

Do not ever allow a fear of failure keep you from taking action since you will NEVER learn anything new nor will you succeed at most anything. Just about everything you do or have done in life initially presented some type of learning curve which meant the chance you may not get it right the first time! By allowing this fear to hold you back you are cheating yourself out of new experiences, accomplishments and of course the opportunity to learn something new! Failing is learning so get that straight and fear it no more!

Most successful businesses realize the need for taking a more individualized approach in order to set themselves apart from their competitors. This approach encompasses not only those strategies used for marketing an online business but also personal philosophies and attitudes as well. By keeping a focus on their primary goals and avoiding becoming entangled in details and personal fears marketing success becomes easier to achieve! The 5 simple strategies offered above serve to show how practicing a little initiative and not sweating the small stuff when marketing an online business makes you more productive! In the end it all depends upon your ability to shed your inhibitions allowing you to be more decisive when taking action in order to grow your business successfully!

Running A Successful Business Is Like Driving A Car

We buy a car to get us from A to B and the same applies when it comes to running a successful business- you need to have a good business model in place, to get you to where you want to be.

To create a successful business you will need the same 3 key components that driving a car requires namely a reliable vehicle, engine and fuel. So how exactly does this translate in a business sense?

The vehicle

Regardless of whether you’re starting a business online or offline, you will still need to have the right “vehicle “to drive you to success. By vehicle we mean the offer.

To run a successful business, your offer, whether it’s a product or service, needs to;

Appeal to the masses

Generate a high profit or commission

Be good

One way of making sure that your product/service is a good one that will appeal to the masses is to check out how much competition is out there for the same offer. If there is a lot of competition then this will mean that it is a good product that is in high demand.

Your job is to then make sure that you stand out from your competitors by being unique.

So how do you outsmart your competitors?

The Engine

That is where your “engine” comes in. The engine of your business is the system that you use to get customers to buy from you. If you have an online business then one great way of standing out over your competitors is by creating both a powerful website and creating your own unique landing page with a capture box included. By doing this you will start to build a valuable list so that even if your customers don’t buy from you on the first occasion, you can still market to them in the future. This technique can be invaluable in your quest to running a successful business.

If you have an offline business, there are other effective ways that you can build a list of prospective customers, including, storing customers’ mobile phone numbers and email details, so that you can text or email offers to them in the future.

So now that you have got your vehicle (the offer) and your engine (the system) in place, the next vital component needed for running a successful business is to add the right fuel (targeted traffic).

The Right Fuel

The first point to remember when finding traffic/customers for any business is that it needs to be targeted traffic. Just like a diesel car will grind to a halt if you put in the wrong fuel, (petrol), so too will your business, if you market to the wrong crowd. Therefore it is important to spend time working out who your target audience is and to make sure that you narrow your marketing efforts to that audience.

One powerful way to do this is to use social media sites that are free. Social media sites like Facebook and Twitter offer a means of joining groups within your niche and to also add followers who fall within your target market.

Another great way to reach your targeted audience is by using paid advertising methods like pay per click or Facebook paid advertising. However, if you decide to go down the paid advertising route, it is better to start off small and scale up once you start making lots of sales.

In my opinion success for your business requires finding a reliable vehicle, good engine and the right fuel. With all three in place, you will have the key ingredients needed to running a successful business.

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