Ensure the security of your HCL environment by applying the Zero Trust princi...
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 …
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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
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
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