Hungry for Business Growth?
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How to grow your business with strategic digital marketing!
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Hungry for Business Growth?
- 1. Hungry for Business Growth?! How to grow your business with strategic digital marketing MARKETING | WEB | CREATIVE
- 2. • Marketing activities must be strategic • Data is king • Google analytics • Competitor analysis • Website performance (CRO) • Customer research • Sales Process • CRM • Pipeline management • Tender Library • Account Mining • Utilise multi-channel marketing • Be adaptive and take (calculated) risks • TIP • Set realistic timescales for new business growth • Quarterly sales targets are better than monthly If you fail to plan you plan to fail … MARKETING | WEB | CREATIVE
- 3. Some hard truths about budgeting … • Spend Wisely … but spend • Think of your marketing budget as investing not spending • Realistic Budgeting • 15-20% of your turnover should be spent on marketing your business • For aggressing growth plans, 25% of your targeted growth needs to be spent on marketing • For new businesses the % spend should be even higher • The lean start-up model doesn’t scale down indefinitely • Only spending £10,000 as opposed to £100,000 does not equal starting a new company for £1,000! • Most new business lose money in year one, break even in year two and only start to make a profit in year three • TIP • Believe in your business enough to invest in it • Take on tasks yourself but be realistic • hold yourself accountable if you fail to deliver • Your time also comes at a cost and could be better spent doing your day job MARKETING | WEB | CREATIVE
- 4. is your website good enough …. ? • 94% of users cited bad web design as the reason they rejected a business • Does your website have the “trust factor”? • User experience is paramount to a website’s success • Go mobile or go home • Over 60% of all web pages viewed are on a mobile device • As of 21st of April “mobile friendliness” is a ranking factor in Google • The fold is alive and well • Are your contact details and calls to action above the fold? • Does your website convert? • Are your contact details on every page? • Do you respond quickly when contacted? • When was the last time you checked your contact form was working? • Is your checkout process too complicated? MARKETING | WEB | CREATIVE
- 5. is your website good enough …. ? • TIP • Do a quarterly CRO review • Analyse your website traffic • What are your top landing pages • Where does the traffic come from • How high is your Bounce rate • What are your top exit pages • Have you set up Goals and Funnels • Adjust poor performance pages and re-test often MARKETING | WEB | CREATIVE
- 6. is your website visible in organic search … ? • Over 94% of all web transactions start with a search engine • Over 70% of users ignore paid for advertising • The best place to bury a dead body is the second page of Google • The top 3 positions of page one in Google represent over 65% of the clicks • By position 10 the click through rate drops to 1.5% • By page 2 the click through rate is only 0.5% • TIP • People are searching right now for your products and services • They are also searching for the solutions to problems that your business could fix • Keywords do exist … choose them wisely • Relevance is very important • Long-tail keywords are best • Don’t ignore local search • Google places • Don’t forget video • YouTube is the 2nd largest Search Engine MARKETING | WEB | CREATIVE
- 7. PPC vs organic search … • PPC - Pros • Easier to set up than organic • Doesn’t change with Google algorithm updates • Instant • Negative keywords • PPC - Cons • Can be expensive • £500+ pcm to maximise web traffic • Most budgets run out before the end of the day/week/month • TIP • Switch off the Display Network • Don’t follow the “Google Recommended” options • Negative keywords are as important as your actual keywords MARKETING | WEB | CREATIVE
- 8. PPC vs organic search … • Organic - Pros • Cheaper than PPC • Once you rank organically you don’t run out of budget each day and stop showing in results • More people click organic links than PPC • Organic - Cons • Not instant • 3-6 months to start to see results • TIP • Use Google places • Choose long-tail keywords • Your content needs to be written with humans in mind • Blog MARKETING | WEB | CREATIVE
- 9. content marketing isn’t just a nice idea that will never catch on …. Blogging • If you don’t have a blog on your website get one • A blog is a great way for your business to show its personality • people have started buying from people again • Post 2 or more blogs per month • 500 - 2000 words per blog • Google likes 500+ words • People like less than 2000 • Blogs with images get more engagement • TIP • Top ten list are engagement magnets • Use social media to maximise your blogs reach • Link keywords in blog posts to relevant pages on your website • Structure your content around useful information / tips • Don’t try to sell • Include a Blog feed on other pages of your website MARKETING | WEB | CREATIVE
- 10. content marketing isn’t just a nice idea that will never catch on …. Social Media • If you aren’t on social media you should be • Choose your platforms • Not every platform is right for every business • Facebook - B to C • LinkedIn - B to B • Twitter - Both B to B and B to C • Google + - Both B to B and B to C • Post different content per platform • Post regularly • Include a Twitter or Facebook feed on your website • Boost your posts to increase reach • individual platform pricing and set-up applies MARKETING | WEB | CREATIVE
- 11. content marketing isn’t just a nice idea that will never catch on …. • TIP • Twitter 2-3x posts/day as a minimum • Don’t forget to interact too • The average lifespan of a tweet is only 20 minutes • Use the 80/20 rule • 80% of your posts should be non-business related • 20% of your posts should be driving traffic to your website and blog • Facebook 1x post/day • Unless you are marketing directly to consumers • Make content more personal (ie charity, awards, whats going on) • Photos work well • Run competitions • Check competition laws • LinkedIn 1x post/day • Post into groups as individual to drive traffic to your blog • G+ 1-2x post/per day • Get more interaction by posting into communities as your company • Don’t be afraid to insert yourself into conversations and add value • Make sure you personal accounts give the right impression. If not, lock them down / secure them! MARKETING | WEB | CREATIVE
- 12. reach out and touch someone … • Reach out to your clients & prospects with mailer campaigns • Make sure mailers have a purpose • Special offers • Sales • Important information • No more than one per month or you will end up being junked • Newsletters • Bi-monthly and quarterly is best • You won’t run out of content • You will have time to do it • You won’t end up in spam • Give information away • Only use a soft sell and not every issue • Feature popular blog posts from your site and link to them • TIP • Average uptake from a mailer 2% • Multi-channel with social media/telesales follow-up can be up to 25% • The best time to send out a mailer is after 10am on Tuesday • Mailchimp is a great mail-shot solution • Free up to a certain amount of recipients per month MARKETING | WEB | CREATIVE
- 13. Questions … ? MARKETING | WEB | CREATIVE