Teddy Roosevelt’s famous quote “If you build it, they will come”, worked true for many years in business, but could not be more wrong moving forward in 2016. Online marketing has become increasingly competitive over the last 10 years and you must use all your available resources to stay up to date and relevant in our ever evolving society.
Google AdWords and Search Engine Optimisation (SEO)
Advertising through Google AdWords and SEO might not be one of the newest marketing strategies online but it certainly can still be one of the most effective!
As noted by Net Marketshare, Google is the most frequently used search engine and controls 67.78 percent of the global search engine demographic as of March 2016.
Key Google AdWords Statistics. Source: Marketing Feast
Google AdWords is a Pay Per Click (PPC) model of advertising that can provide substantial benefits to businesses by aiding them in direct sales and overall exposure. Some of the key reasons Google AdWords can be beneficial to your business include:
- You only pay when your advertising is working. Since it is a PPC model, if your potential customers don’t click through to your landing page, you won’t pay a cent! It’s entirely up to you how much you spend each day and AdWords gives you a clear indication on how well your campaign is likely to perform. This enables you to easily regulate your expenditure which is crucial in small business – only paying once they are on your landing page and you are able to show them what you really have to offer!
- AdWords is structured to be easily monitorable and adaptable to change. AdWords offers the ability and ease to redesign your campaign at the click of a button. If some of your keywords are not getting desired results, change them. If you campaign heading is not leading to click-throughs, change it. You can start seeing valuable information and results from your campaign within 48 hours. With the ease of AdWords’ usability, you can restructure a more lucrative, cost effective campaign in minutes.
- Google really cares about your Ads doing well. Google is always changing its search engine optimisation (SEO) algorithm to make sure you get the most out of your campaign. Making sure your ad is seen only to relevant customers using SEO, AdWords helps direct traffic to your website for potential leads or sales. Google wants you to do well primarily because if you’re making money so are they. You’re obviously more likely to continue investing into your campaign and become a long term customer of Google’s if you see a good response to your paid ad campaign.
- Stand out and gain a competitive advantage for your business. Unlike the extensive time required for strong SEO results, you will instantly stand out with your Google AdWords campaign and won’t have to wait months to see effective results. In comparison, organic SEO rankings may take some time before you get a foothold for your digital presence.
SEO works in conjunction with AdWords to give your website or advertisement the exposure that it deserves. Understanding how SEO works is the key to increase your rankings in Google’s organic searches.
Having a great SEO is unparalleled in value. In fact, a study by Online Advertising Network Chitika found that 9 out of 10 searchers don’t go beyond Google’s first page of search results. This is partially due to few people (approximately 38% according to Pew Research Center) realising that most of the highest ranking results are actually ads. Therefore having a good understanding of how to increase your website’s SEO and get those rankings up is imperative in being able to stand out in the highly populated digital world.
From the world’s estimated population of 7 billion, almost 6 billion of us have access to a mobile phone. In comparison, only 4.5 billion people have access to a working toilet. Pretty scary thought, right?
It was only 25 years ago that mobile phones barely even existed. Nowadays over 80% of Australians own a smartphone and around 97% of us are within internet coverage range. In light of this, it has never been more essential for your business’s website to stand out from the crowd, especially on mobile devices.
Have you ever tried going on a website on your mobile device and just feel like pulling your hair out due to how hard the site is to navigate through? It may appear fine on a laptop screen with a keyboard and mouse, but on a mobile device where you have to continually scroll up and down and zoom in and out, it can lead to utter frustration. I for one can say it has definitely contributed to me leaving a site, more than once! Your customers feel the same way.
At Launchpad Digital, we build and deliver mobile-optimised websites to ensure that our client’s businesses provide modern, up-to-date web experiences that keep their existing and new customers satisfied. Here are 4 key reasons why you should optimise your site for mobile use:
- Mobile usage has skyrocketed in recent years. A study by ComScore found that the number of users on mobile devices officially surpassed desktop back in 2014. As a society that’s increasingly on the move, this mobile usage trend reflects how we are only going to be more and more reliant on hand-held devices in the future, increasing the necessity of your site being suited for change.
- Stay ahead of your competitors online. By the time you start thinking about optimising your website for mobile, you can be sure that competing business have already done so or are just about to. Making the transition sooner will increase existing customer satisfaction when they browse your site and help acquire new customers who are dissatisfied with the web experience provided by a competitor’s website that isn’t mobile optimised.
- A bad website experience = A bad business impression. If your customers struggle to use your site on their preferred device it will eventually lead to customer dissatisfaction and, in turn, a decrease in potential sales and generated revenue.
- Mobile users are more often impulse buyers compared to desktop users. Not having a mobile-optimised site leads to difficult buying process for users on your mobile device. As a result, potential buyers will leave your site and your business may see a decline in sales. Your site should offer a seamless buying experience, along with informative content about your business that is presented in a user-friendly and engaging manner.
Social Media Marketing (SMM)
The idea of ‘Social Media’ being just a phase, something that you can ignore like a sore thumb has never been more wrong. In the last 10 years we have seen the rapid rise of social media on across web and mobile. Whether it’s the emergence of exciting new social networks like Snapchat or the solidification of a global conglomerate like Facebook, the distinct trend is that social media is here to stay.
The world has fallen in love with social media and now automatically turns to these platform to research and buy products and services. Source: Smart Insights
Coupled with these new avenues for networking and online browsing comes the following opportunities for businesses and marketers alike:
- Brand Recognition: Social media allows you to reach out to millions of people at the click of a button. The ability to ‘share’ and ‘retweet’ are some of the services social platforms provide that can skyrocket a business’s target audience reach. Forbes reported that 78 percent of small businesses attract new customers through social media. Given the speed and viral aspect of the way things spread, social media is the perfect place to raise brand awareness.
- Customer service: The communication between a business and its customers is vital. Businesses should realise that it is favourable to communicate with their customers in the avenue that they most prefer. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. Positive experiences lead to word of mouth exposure and publicity from this form of communication promotes trust and loyalty from onlooking followers.
- Cost Effective: One of the most exciting prospects for businesses is that it’s affordable for everyone! While there are some avenues of paid advertising with social media, there are a number of ways to increase your brand recognition and consumer loyalty which won’t hurt your pocket. With blog posting, tweets and discounts/promotional information, you can reach a massive audience and have a strong presence on social media with little to no cost at all.
- Target Audience Specified: A key reason why your business should implement SMM is its ability to target specific audiences directly. Social networks hold a lot of information about their users which greatly assists in targeting the right demographic of people with similar interests to what your business might be offering.
Social Networks are here to stay. If you aren’t already investing in SMM then you’re already falling behind. When planned and implemented well, SMM can jump start your small business, increase foot traffic to your site, help stimulate customer loyalty, and direct your business’s online presence in the right direction!
Are the any other Digital Marketing Musts you would recommend moving forward in 2016? Let us know in the comments section below.