Digital Marketing Solutions for GrowthDeliver the right outcome in a reasonable time and at a reasonable cost
Selecting the most effective option
It’s an imperative that the right digital marketing activity is selected for your business, otherwise customer acquisition costs will be high or the strategy may not be effective The biggest influencer for determining what is the right activity is where do your ideal customers look for what you offer, where do they congregate online, and how much will it cost to access them?
In our strategy development we see three key dimensions when determining the priority of action for any marketing activity:
1. Does something have to be done before other activities can be started?
* Is your website ready to accept paid traffic? i.e. do you have landing pages, will the traffic convert into a customer or a lead at a sustainable cost?
2. How long will it take to deliver return on investment (ROI) for a selected activity?
* How many people do you have in your email marketing list?
* How many people like your Facebook page, Instagram account and LinkedIn page?
* How much competition is there for what you offer?
3. What is the likelihood of making a sale from a selected marketing activity?
* Is this the right channel to reach your target market?
* How much effort is required to create a lead or close a sale using this channel?
Solutions by time Sensitivity / Objective
Short Term Objectives
Do you need a solution that is going to deliver you sales, leads and/or brand equity ASAP? The best way to achieve this is to target people who are in the market for what you offer
* Google AdWords (Search Ads) – bring people to your website
* Email Marketing – get people to ask about your services or buy products
* Facebook Ads – bring people to your website
* Google Display Network (GDN) – bringing people back to your website that didn’t convert
Medium & Long Term Objectives
Are you planning on investing into your busineses future? Is there a need to invest in customer acquisition methods that result in a lower Cost Per Aquisiton (CPA)?
* Email Marketing – sending valuable content to your subscribers to create a warm pool to convert
* Facebook Ads – build your email marketing list and Facebook likes
* Content Marketing – create a warm pool to convert
* Google Display Network (GDN) – make people aware of what you offer to the market
* Search Engine Optimisation (SEO, organic search results) – rank higher without paying Google to do so
(No value in doing anything else yet)
A great website and appropriate branding is essential to developing rapport with your propective custiomers and clients
* Branding – make people believe who you say you are and who you want to be
* Website Development – have an online presence that compels people to buy your products and/or services
Solutions by Likelihood of Closing a Sale
An in-market audience is defined as a group of people who are actively looking for the product or service you offer, and the likelihood of them making a purchasing decision is high. The best way to tap into these sorts of audiences is by selecting the right channel to access them.
* Google AdWords (Search Ads) – the most successful platform for generating leads and sales, because if someone is using Google to search for something, they are definitely actively researching, considering a decision to purchase or are ready to buy
* Google Display Network (GDN) – if someone lands on your website and doesn’t make a decision to buy, it’s in your best interests to bring them back (remarketing) and convert
* Email Marketing – if you have a healthy list of email addresses, it’s worthwhile finding out what sort of email is going to activate them into a sale or a re-purchase
* Search Engine Optimisation (SEO, organic search results) – a great and possibly essential strategy is to organically rank higher in Google so less money is invested in Google Search Ads
Ideal Customer Audiences
There may be a number of reasons why you would consider trying to create a market or a warm lead pool:
* There is no market for what you offer – there may be no one actively searching for your products or services
* The cost of using Google AdWords is too high – for some business they would not even bother trying with Google AdWords, because the competition may be far too high and so are the costs to acquire new business
These are the best channels for creating a warm lead pool and attempting to directly convert:
* Facebook Ads – an ad that is displayed in front of someone who you and/or Facebook believe is most likely to be a client / customer
* Google Display Network (GDN) – a text, image or animated ad that is shown on various websites across the internet who display Google Ads
* Content Marketing – some products or services require more trust and rapport before a potential client or customer is ready to part with their money; content marketing is where valuable content is provided to build this trust