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Category Archives: Online Marketing

Multi-devices have enabled us to be the curators of our lives

By | customer centric marketing, Customer experience, Marketing Automated Technology, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing | No Comments

We are a nation of multi-screeners. Most of our time is spent in front of a screen. 77% of us view TV with a device in our other hand. Google’s latest research uncovers our cross-platform behaviour as we use multi devices often at the same time to achieve our goals. With technology advances in online devices, we can now choose how, when, what and who to engage with 24 x7. We are the curators of our lives.

Key findings of Google’s Research includes:

Two types of screening behaviour:

  • Sequential screening where we move from one device to another to complete a single goal
  • Simultaneous screening where we use multiple devices at the same time
  • Google has found that nine out of ten people use multiple screens sequentially and that smartphones are by far the most common starting point for sequential activity.
  • 80% of searchers happen on smart phones as a spur of the moment
  • We spend on average over 4 hours in front of screens a day to communicate, Browsing the internet – 81%
    Social networking – 72%
    Online shopping – 67%
    Research/Search – 63%
    Managing Finances – 46%
    Planning a trip – 43%
  • The time spent on screen devices per day is broken down as follows:
  1. TV – 43 minutes
  2. PC/Laptop – 39
  3. Tablet – 30
  4. Smartphone – 17
 What does this mean for marketers?
Is our attention span getting shorter? Google’s research suggests that multiple screens make us feel more efficient. So we are multi-tasking and multi-screening! I know my attention is at least fragmented between all the devices I have. If I see something on TV and want to probe deeper, I go on my iPad. Even my seven-year old plays with his Super heroes or reads his comics and then Google games, download Apps and connects with other gamers online, all at the same time.
We are on-line more than ever before and because it is easy and available part of me does feel like I have the control to choose what I want to consume, perhaps for the first time.I know I am not alone in this feeling. Most of my peers now choose when and what to watch on their iPad not TV. Conversations revolve around the latest App someone has found for recipes or to help our children read online. We are seeking out our own unique interests and communities to enrich our lives, learn and just have fun. Our behaviour has changed markedly even over the last 18 months.

We are so connected and able to be responsive and “always on” or impulsive. This has huge implications for marketers as we aim to understand the environment that our customers live in. We need to understand this new multi-screen and multi-tasking behaviour to design the best experience for our customers. With around 10% of media interactions non-screen based, if you are not online and connected you are invisible. It is easy to predict with this changing landscape that new opportunities will and have be created for all sorts of businesses. As customers decide what to pay attention to and what to ignore,  it is more important than ever to understand your customers behaviour as part of your marketing strategy. This attention and empathy to customers creates opportunities from the  from the the smallest business which now can gain visibility by reaching a new audience.
The key for truly great marketing is to know your customers and this means their likely behaviour. Understanding this ever connected landscape is step 1. Step 2 is building a strategy to navigate through it to ensure you are in the right place, at the right time with the right resources.
 Google now has a great info graphic describing our new behaviour.

 

B2B and social buyer behaviour

By | CRM and lead generation, Customer experience, Customer Insight, Marketing Automated Technology, Online Marketing, Small Business Marketing, Social Media | No Comments

Selling Through Social Media to Close More Leads
Selling Through Social Media to Close More Leads
InsideView

This Info graphic explains some of the behavioural changes I am seeing in the B2B space. People are accessing, connecting and researching online and using social tools to do this. CRM social aggregators like Nimble and Inside View are giving a 360 view of customers. In today’s economy B2B companies are decreasing their marketing dollars and spending more online. A recent survey by B2B Magazine revealed that over 48% of those surveyed were increasing their online marketing spend.

In a recent study done by KnowledgeStorm of B2B technology decision makers the following statistics were revealed:

  • 90% Participate in Video
  • 80% Participate in Blogs
  • 80% Participate in Wikis
  • 69% Participate in Social Networks
  • 53% Participate in Podcasts

In the same study it was shared that of 69% of B2B buyers use social networks “primarily for business networking and development.”

At a minimum B2B businesses should at least be involved in communities and social network where there customers already are. Explore the opportunity to reach out to key influencers in your target market and optimize your content and social media applications for syndication.

Social media enables you to :

  • Share your expertise and knowledge
  • Tap into the wisdom of your consumers
  • Enables customers helping customers
  • Engages prospects through customer evangelism

Here is a video about this B2B changing space.

Christmas in Australia is poised for an online shopping explosion.

By | Online Marketing, Service Marketing, Small Business Marketing, Thoughtleadership and Content Marketing | No Comments

Last year saw record shopping online in Australia and no doubt it will be a similar trend this year. IBS report states,”Revenue generated by Australian online retailers is expected to increase 8.3% per annum over the five years through 2012-13 and total $11.3 billion.”

FastDesign has some good highlights from an article: Trends in online Shopping

  • Online shopping in Australia is expected to expand its share of the retail market from 2 to 3 percent to 7 to 8 percent – closer to the threshold it already occupies in the U.S. and the U.K
  • Huge growth in the online House and Garden sector (where consumers browse online and buy in store  – we love to research!)
  • Growth in the electronics sector – with car audio, games, LCD TVs, DVDs, XBox 360s and CDs all commonly searched
  • Continued growth in traffic to shopping and classifieds websites

How are you going as a business get remain visible over the festive season?

Watch this webinar by Experian knowledge Centre

 Key Highlights:

1. Start your Christmas promotion before November because consumers buy in November for Christmas.

2. Sunday is the biggest shopping day online.

3. Boxing Day is still a hit for retailers and are looking online for the sales before this date.

4. We are involved in research online before we buy

5. Email should not be underestimated when compared with search and social

6. Growth, better SEO, key terms and consumers online activity.

7. Engage often and early.

8. Guarantee delivery dates.

9. People are activity on social forums around Christmas.

10. Use Sale, Christmas and New Year terms in SEO

11. Mobile use in store up by 10%. Do you have a mobile site.

12. Free shipping works

13. Offers – 2nd offer or complimentary offers online

14. Shopping cart – 67% abandonment. Use follow up email to re-capture

15. Wishing lists work as a follow up email idea.

Ideas for B2B

1. Make a connection with clients. Sometimes the physical card / postcard is still nice as long as you personalise it. Otherwise don’t bother. E-cards , smilebox and Jibjab can be a funny way to inject some personality into your brand. Sometimes highlighting or supporting a cause might be the way to go.

2. Use it as a way to promote your IP, 12 top blog articles, Free webinar, e-book etc

3.Celebrate with clients in a Christmas function. There is nothing like pressing the flesh with people to reconnect and ignite a new interest in the next years planning.

4. Package some NY planning services and make them order able online. A gift of a service is also a good idea. $200 worth of small business planning. Gift cards work equally well for B2B.

5. A gift as long as it is useful for both. A calendar with your logo, a mouse mat, coffee mug. Something visible.

Summary

In a white paper called Retail in Australia: It’s Time to Embrace the Digital Future.’ there is a nice summary of where we are.
“Whether Australian retailers are ready or not, the local retail landscape has irrevocably changed. From ‘bricks and mortar’ to ‘bricks and clicks’ to purely ‘e-tail’, consumers are demanding more from traditional retailers and there are significant risks for those who do not to keep up with the pace of change.“Consumers are looking for more than a web presence, they want convenience and value online, through features like free shipping and free returns, making it challenging for those retailers who have yet to embrace e-commerce to catch up. Bricks and mortar retailers need to take action now if they want to become competitive in the online space, offering a way for consumers to connect both online and offline,”  said Matt Glasner, General Manager of Experian Marketing Services.

Some Xmas campaigns

I thought were funny and worth sharing. Merry Christmas

Target – crazy lady, thought it was funny
E-bay  – another take on a Christmas carol
Aussiebum
– just cos
Interactive marketing – Promotions that are high-tech

Does your website get found in online search?

By | Marketing Technology, Online Marketing, SEO, Small Business Marketing | No Comments

Here is some great information from GrowthPanel on how to determine if your website content meets your potential customer needs

Search marketing is about gaining visibility on search engines when users search for terms that relate to your product/service/organization. For most companies, ranking highly in search results isn’t luck – it’s a result of solid effort in one or both categories of search marketing.

  • Organic Search:  When you enter a keyword or phrase into a search engine like Google or Yahoo!, the organic results are displayed in the main body of the page.When prospects search for information about your products and services, it’s important to rank high in search engine results. By “optimizing” your site, you can improve your ranking for important search terms and phrases (“keywords”). You can also improve your ranking by getting other important sites to link to yours.
  • Paid Search:  Paid search enables you to buy listings in the “sponsored” area of a search engine. There are a variety of paid search programs, but the most common is called pay-per-click (PPC), meaning you pay for a listing only when a user clicks your ad.

Search marketing in B2C is straightforward — searchers look for products/services to purchase or research prior to making a purchase decision.

For B2B, it’s a little trickier. Just like consumers, business buyers use search engines to find products and services. Studies show that most business people research problems, potential purchases, and prospective vendors online, and they use a search engine to facilitate the process. And the higher the price of the product or service, the earlier in the process they begin their search.  A search marketing firm, Enquiro Search Solutions, conducted a study among nearly 1,500 businesspeople and found that:

  • 93% research business purchases online and 89% of that group uses a search engine
  • 64% start the research process with a search engine
  • 83% of business users prefer Google

The higher the price of the product/service, the earlier the buyer uses a search engine for research. Business buyers also tended to use search early in the buying process:

 

  • In which of these buying phases were you when you used a search engine?
  • Percent
  • Very early in research, little knowledge of product or service
  • 46.2
  • Later in research phase, some idea but wanted comparisons
  • 30.2
  • Knew exactly, wanted reviews/articles
  • 11.3
  • Knew exactly, wanted to find best place to buy
  • 12.3

If you’re B2B, what does this mean for you? Below are some suggestions. When you understand users’ needs as they search for solutions, you can improve your site to meet their needs.

 

Visitor Stage % Ideas for Improving Your Website
Very early in research; has little knowledge of product or service 46.2 Focus on creating trust and educating your prospects. Prospects at this stage aren’t ready to buy, so make them comfortable that you’re a resource. If you try to close the prospect now, you’ll fail.Make sure your website offers valuable, unbiased and general information. Prospects aren’t ready for detail at this phase; they need basic information about the solution and how it’s relevant to them.

Create content that shows how your solution generally differs from other broad options.

Create a white paper that prospects can download by providing some basic information so you can follow up when the time is right.

Encourage visitors to call (or allow you to call) to provide information.

Later in research phase; has some idea but wants comparisons 30.2 Encourage visitors to call and speak with a rep.Provide comparisons to enable them to easily see how your solution compares with your competition.

Offer a quote or more detailed information if they provide very basic information so you can follow up.

Late in process; knows what s/he wants; needs reviews/articles to choose a specific solution 11.3 Offer case studies and articles that are easily accessed from the homepage – these prospects are closer to buying and know what they want.Encourage visitors to contact you for a detailed quote or to purchase.

Provide comparisons to enable them to easily see how your solution compares with that of your competition.

Use testimonials and endorsements to provide social proof.

Knows exactly what s/he wants and is ready to buy; wants to find best place to buy 12.3 Make it very easy to buy the exact product/service they need – they should be able to easily find it from the homepage.Make sure you deliver the product info they want in the fewest number of clicks possible. The more they have to hunt for information, the more likely they are to leave.

Make sure the checkout process is simple with all information (like shipping) disclosed early.

Make sure your return policies, warranty information, and other details are simple and logical to find.

Evaluate Search Marketing Options

There are two basic categories of search marketing: organic search (referred to as “SEO” for search engine optimization) and paid search (referred to as “SEM” for search engine marketing).

Category How It Works How You Do It
Organic Search (SEO) When you enter a keyword or phrase into a search engine like Google or Yahoo!, the “organic” search results are displayed in the main body of the page. If you don’t find what you want on the first page, you may click several pages deep, then try another term if you’re unsuccessful.Search engines “spiders” or “bots” visit websites, grab information and calculate the site’s subject matter.

The engines return sites that the database believes are most relevant to your search.

If a user is searching specifically for your company/product/service, you may show up on the first or second pages without doing anything special to your website.However, if you want your site to show up when a prospect is looking for broader information, you should “optimize” your site to show up for different search terms.

“Search engine optimization,” or “SEO,” can be a complex topic. Yet there are simple things you can do to greatly improve your rankings and generate free traffic to your site.

For some businesses, generating only a handful of additional serious prospects can make a substantial difference in revenue. Using SEO may easily produce these additional prospects.

Paid Search (SEM) Marketers bid for placement for selected keywords or phrases. There are different types of programs including the most popular “pay per click” (or PPC) option – a marketer only pays for the listing if the user actually clicks the listing.PPC is a true pay-for-performance program, can generate very targeted traffic and it is instantly measurable.

Paid listings are displayed differently than organic listings. They may be displayed at the top, side and/or bottom of the page (varies by search engine).

Google and other content networks also allow you to pay to place text, display and video ads on other sites, triggered by content that is relevant to your selected keywords. This is covered in 21 – Online Advertising, since these ads don’t display on search engines.

 

To generate traffic through paid search, you create an account with one or more paid search networks. You then choose your program, your keywords and phrases, and enter bids for placement.When your program goes live, the network bills your account for the traffic you receive. For example, if you’re running a PPC campaign, you’ll be billed for each click on your listing.

You’ll need to designate a “landing page” for these campaigns, and you’ll want to make sure your landing page is designed to convert your visitors so that they continue to click deeper into your site. For example, if you used your existing home page, it might not be specific enough for your visitor, and you may loose them.

A good paid search program involves continuous keyword research, careful monitoring of your bids, and strong focus on converting your click-throughs into active prospects for your company.

Here you can evaluate your marketing goals to determine if SEO, SEM or both are right for you.

Marketing Goal SEO SEM
Need to generate traffic very quickly X
Need to generate more traffic and have time to research, rewrite and potentially redesign your site to capture more qualified traffic X X
Need to generate as much traffic as possible to your site X X
Want to generate traffic to very specific subject areas on the site X X
Want to invest in a long-term search marketing program X
Want to generate traffic for a wide variety of keywords X
Want to launch time-sensitive campaigns that focus on very specific topics or offers X
Want to build more brand awareness through publicity X  X
Need to establish a stronger brand presence on the web X  X
Have a very small marketing budget and are looking for measurable, repeatable programs to generate leads X X

In SEO, your ultimate goal is to get your site listed in the top 10 Google results (the first page) for a few targeted search terms that your prospects are using. Most keywords have a great deal of competition so the task is challenging, but you should still try to rank for very targeted terms. At the very least, your prospects need to find you in the top 10 when they enter your company’s name in the search bar. To optimize your site, you’ll need to make sure its content, design and underlying coding are attractive to search engine spiders, the programs that crawl the web, decide what each page is about and rank pages against other.

What to do next?

If you would like some help setting up your SEO visit our Digital Marketing Services Page.

Are you lost about how to market your business online?

By | Business marketing, Facebook Marketing, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing, SEO, Service Marketing, Small Business Marketing | No Comments

Is marketing online in the too hard basket? Well these days if you aren’t online your business may as well be invisible.

At MacInnis Marketing we have become Digital marketing gurus. We didn’t start that way but over the past 5 years we have honed our skills because of the dramatic change in customer interactions online. With this revolution has come a whole new way to market and thus Digital marketing services are now a big part of a small business marketing kit-bag.

There is only one problem. Most small businesses still don’t have the time to understand it and so can be paying for a service without really understanding its value. It is understandable as the terminology let alone the technology is confusing.

We help educate you to be able to make informed decisions and ensure that you receive a report and measurement of everything we do online. We match your marketing goals with the technology and ensure your budget serves you best.

 

Ready to learn more Click here.

Are you using a content strategy?

By | Business marketing, Online Marketing, Small Business Marketing | No Comments

Most of you will have discovered by now that there is a real advantage in creating valuable content to increase your organic search results in Google. However, is it all about being found or is it being found by the right customers? If the latter is true, then your content should really be focused on giving customers information that they can actually use.
Here are my top 5 tips when creating content that results in lead generation.

1. Start with the concept that your customer couldn’t care less about your product or service. Most of us assume that prospects are interested in what we have to offer. We are kidding ourselves. They are interested in their problems, their concerns and issues. Create content that addresses their concerns. When you start from their mindset of ” of couldn’t care less” you are more likely to create customer centric content.

2.Begin where the customer is in the buyer journey. I see so many e-books, downloads and case studies that have been created with a “push” approach. It is important to understand that many times the potential customer has no relationship with you and so providing the appropriate information at the right stage of the sales process is critical.  If you have a service based business describe your process and how it might solve their problems. Checklists, cheat sheets, FAQs and tips are good examples of how you can provide education without trying to “sell” before the prospect has had a chance to learn about how you could help them with their problem.

3. You don’t have to create it but curate it. The content does not have to be yours to be great but it does have to be credible. Often I pull together resources and add them to my blog because it saves you searching for information. Being a good curator is a skill and it is valuable and saves you (the reader) time.

4.Associate with something topical. By talking about what your customers are thinking about you will grab their attention. If you are a financial planner and it is June then the end of the tax year is probably a good topic. If you are a beauty business and it is February then Valentine’s Day is appropriate. By piggybacking on current issues or topics you can give your prospects timely and useful information.

5. Don’t always make me sign up to get the information. I use to do this. Always have a form with an email address and name before you could download information. These days I hardly ever do this. I figure that my best customers are those that are educated about marketing and understand how I approach it. To do this effectively I make my content and how too’s freely available. Actually, it is a big point of difference between me and other online marketers. So think about your strategy before you put your content behind a form. Sometimes it is worth just giving it away.

 

100 content ideas from hubspot

 

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