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Hungry for Business Growth?
1. Hungry for Business Growth?!
How to grow your business with
strategic digital marketing
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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 …
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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
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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
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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
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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
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