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Types of Digital Marketing Strategies

Types of Digital Marketing Strategies

Digital marketing for businesses in the Northern Rivers is essential if you want your business to succeed. Since the outbreak of Covid-19 and the resulting remote-working phenomenon, the trend towards business being conducted online has picked up tremendous speed. As Big Rock Graphics are located in Tweed Heads, we can come to you to discuss digital marketing strategies. This article will cover some of those strategic opportunities and options.

Thanks to the Internet, consumers and businesses alike can interact with one another without ever having to interact in person at all. If business is being done online, then marketing needs to be done online too.

The old days of marketing being characterised solely by billboards, television adverts and sports endorsements, for example, are long gone. Nowadays, if you don’t have a cunning online marketing strategy in place, your business is as good as dead from the get-go.

What are the main kinds of online marketing strategies typically used nowadays?

Email

Email campaigns are quite common and surprisingly effective – if maybe a little annoying. Many email accounts are so clogged with marketing spam that your email marketing attempts will just get lost in the shuffle, so it’s best not to pin all of your hopes on this one alone. However, it is also not a strategy to ignore outright, as research has shown that nearly 60% of consumers say that emails played a part in the decision to purchase.

Social Media

Social media enables marketers to have unprecedented access to highly specific target audiences. Millions upon millions of users can be directly marketed to based on specific demographics such as age, location, interests, gender and more. Different social media platforms have different tactics and techniques that the marketer should be clued up on, but with the right set of skills, social media is a digital marketer’s gold mine.

Influencers

Often social media marketing goes hand in hand with influencer marketing. Influencers can be any kind of celebrity figure with fans who follow their advice in terms of consumer trends. These could be anyone, from people like Oprah Winfrey to a popular girl on Instagram who does makeup tutorials. If they have lots of followers and those followers are in your niche target market, then having those influencers touting your brand could be highly valuable.

Content

Content marketing requires a little forward-thinking. It requires the marketer to pre-empt the kind of things customers want to know or take an interest in and then create content in the form of videos, blogs, podcasts and more to scratch that itch. Good content marketing strategies will raise awareness of the need that the customer has, help them consider the course of action they need to take to satisfy their need, and then guide them towards making the decision to purchase.

Pay-Per-Click

This is similar to old fashioned advertising, except the marketer pays a fee each time the advert is clicked on. These paid adverts are placed at the tops of news feeds or search engines. Sometimes they are linked to keywords searched for so that they only pop up if relevant to the searcher. Sometimes the advert is a static banner with a set price, regardless of the clicks. There are numerous options for how this can work, depending on your needs.

For digital marketing in Tweed Heads, don’t try to do it yourself. Talk to someone first and then call in the experts who can formulate a combination of strategies that will work best for your business. Contact Big Rock Graphics for more information now!

The Importance of Local Search Engine Marketing During COVID-19

The Importance of Local Search Engine Marketing During COVID-19

Search engine marketing is arguably the best way to maintain visibility at a time when the world is standing still. Connecting you with your local community and consumers is key to staying afloat. With COVID-19 having all but shut down the world, ensuring your audience can still find you online is integral to the success of your business over this time. While there are many ways to achieve this goal, harnessing SEM is an effective, efficient way to get there.

SEO as the foundation, relies on the organic building of value and authority to increase overall visibility. While this is highly important to the overall success of your strategy, as a practice, it does require time to build said value.

With the events of today, taking this a step further allows you to harness the paid aspects of Google, and in turn, reach a higher level of result in less time. It may not build the same authority as SEO, but it does allow you to bid and manoeuvrer your way to the top position quicker. AdWords offers various avenues to explore to ensure that you can have a diverse, all-encompassing and strategic approach to your overall design.

During a time where many are having to reduce spending and cut back on costs, there could be an opportunity for maintained and even increased visibility through lower keyword costs and competition.

What Is It?

AdWords, or pay-per-click as the approach is referred to, is a way to grasp the power of Google and its user base by paying for every interaction and bidding to appear above organic searches. Through bidding and strategic placement, you can promote your page as the top ad for your related keywords on Google.

These ads target certain interests and demographics to advertise the relevant product or service best directly linked back to those keywords. Taking into account many elements of your ad and page linked to it, it is not always simple or even possible to reach a top spot for every keyword selected. Only a few strategic ones may be fully engaged.

While your placement may not be guaranteed, the time it takes to apply is instant – once successful your ad is live and active. Utilising the location of your organisation within your placements also allows you to appear more relevant and of interest to those close by, meaning you can focus on different keyword sets that may be location-specific. Often used to boost initial exposure of a site until organic value is built and defined. Selecting word or phrase specific focus, allowing you to put your money where you see the most value.

This digital design gives you access to your actively searching, local market. Adjusting keyword selections to further refine your desired demographic as you grow, this is an effective means of reaching your broader audience through a massive platform in quick time. As a paid method of advertising on this platform, you only pay for the ads users have clicked through to, meaning you can adjust unsuccessful campaigns to ensure an ideal ratio of spending and return.

How Can It Help?

During a time where most are stuck inside, having the internet as their main source of interaction, well-placed communication could make a world of difference to your brand – a way to boost local activity within your community as well as reach out to your usual customer base. As people are bound to their suburbs, they need to be aware of what convenience is close by. Whether honing in on current needs and key engagements to promote your timely product or service, or utilising low bidding in areas to get more effective placement on keywords, well planned campaigns over AdWords can ensure you are visible at a time where more people are searching than pre-covid days.

Defined, targeted marketing as a key function allows you to directly reach the demographic you want. One of the quickest ways to boost website traffic and direct users to your pages, PPC allows you to define a range of features within your audience that appeals to your strategy. Increasing conversions and sales, this approach targets consumers at a critical point in their engagement. Targeting potential customers when they are actively searching for your product or service ensures you get quality leads and relevant traffic rather than appealing to a broader, undefined segment of the market. In a time of the pandemic, this is a useful tool to ensure the people who need your business can find it with ease – making you visible and valuable.

PPC allows you to expose your brand to a defined geographic region, meaning you can target your audience globally or locally, honing in on your ideal target market or active consumer group. Fast-paced exposure adds to it the ability to quickly promote or introduce new products to the market. Ready to go as soon as you are, this is an instant route of exposure that works as long as you get the bid. This level of digital interaction also gives you an allowance to actively control your advertising spend, targeting only a defined set of potential customers, and within a defined set of time and date parameters. Working in combination with other digital tools, this allows you to effectively manage online efforts to give you the best possible return on investment.

Top-notch search engine marketing is integral to the success of your modern brand. Trust in professional agencies to ensure you get reliable, high quality work that plays into the best practices of the day. Get in touch with Big Rock Graphics to further understand the intricacies of SEM.

Lead Generation: The Process and Strategies

Lead Generation: The Process and Strategies

Lead generation is a big part of the inbound marketing methodology. Welcome to the third and final part of the lead generation series. Following the previous two informative lessons, here we will go over how the entire process works, as well as the different lead funnel strategies that you can employ in your marketing strategy.

Lead Generation Process

If you’ve been following our educational series, outlining the lead generation process, you will already be familiar with terms like sales leads and lead funnels. Now, it’s time to walk through the steps of the lead generation process.

  1. Discovery – The visitor finds your business online through one of your channels (social media, blog, or website).
  2. Call-to-action (CTA) – The same visitor will interact with your CTA (a message, button, or image).
  3. Landing page – The CTA takes the visitor to a landing page; a web page designed to capture lead information in return for an offer (an e-book, a course, or a template).
  4. Contact form – Once on the landing page, the user will fill out the form and becomes a sales lead.

To sum the process up; a user clicks the CTA which takes them to a landing page where they will fill out a form in exchange for an offer, in turn, becoming a lead.

Put these four elements together and you’ll have a lead generation process. This is where using your various promotional channels to drive traffic to your landing page is necessary to generate leads.

There are several promotional marketing channels that one could use to flow towards a generated lead:

  • Email
  • Social media
  • Blog
  • Content
  • Ads and retargeting
  • Product trials
  • Referral marketing

Lead Generation Strategies

We’ve discussed what happens to a lead when it’s on your site but how do you get them there in the first place? Below we dive into the different methods of lead generation for a few of the most popular platforms right now.

Facebook Lead Generation

Since its inception, Facebook has been a favoured method for lead generation. When it was first gaining traction as a social platform, businesses attempted to use outbound links in their posts and information in their bios in a bid to attract users back to their web domains.

This came to an end when, in 2007, Facebook Ads was launched. This was when its algorithm started favouring accounts that utilised paid advertising. This created a major shift in how marketing was done and how leads were captured on Facebook.

It was for this purpose that Facebook created Lead Ads. Additionally, this social platform has a feature that allows its users to place a simple CTA button at the top of your business page. This is a great help when it comes to leading users back to your website since it’s so easy.

Twitter Lead Generation

Twitter’s lead generation tool is Twitter Lead Gen Cards, which allows users to generate leads straight from a tweet. This is all without needing to leave the domain. The card automatically pulls the user’s Twitter username, email address, and full name. All there is left to do is click ‘Submit’ and the user will become a lead.

LinkedIn Lead Generation

LinkedIn is the platform for professionals which more and more people are realising. This platform is optimal for marketing purposes, for one, the viewers outweigh the creators. LinkedIn is something that all businesses should be advertising on. This platform has created Lead Gen Forms. These auto-populate with a user’s profile contents once the CTA is clicked. This makes capturing information a breeze.

PPC Lead Generation

PPC stands for pay-per-click which refers to ads on search engine result pages (SERPS). Google gets roughly 3.5 billion searches each day which makes is prime real estate for marketing company ads, lead generation especially. Your PPC campaign will sink or swim based on whether there is a seamless user flow, not to mention, your budget, keywords, and a few other elements.

B2B Lead Generation

B2B is a business model that needs a certain approach to lead generation. This makes it a specific kind of method. SEO, for one, is a big part of this strategy as the top resource for capturing business leads. Following this is email marketing and social media. The effectiveness of this strategy is known to vary according to the channel. In summary, B2B lead generation needs a guide of its own.

This marks the end of our mini-series. To summarise, lead generation is your friend and all businesses should be employing these strategies within their digital marketing campaigns. Sales leads lead to profit and now you know how to generate and funnel those leads – the rest is up to you and your efforts.

If you’re interested in seeing what we can do, hit that ‘Contact Us” button and we’ll show you. For all things marketing, check out the varied digital services that we offer and find your perfect fit. You could say that we know a thing or two about digital marketing and design – refer to our testimonials for more.

Lead Generation: How Lead Funnels Work & The Types You Need To Know About

Lead Generation: How Lead Funnels Work & The Types You Need To Know About

Building on from last month’s article: A Beginner’s Guide To Growing Sales With Lead Generation And Lead Funnels, it’s time to dig a little deeper and learn more about how lead funnels work.

With this article you will come to understand of the different types of lead funnels that exist in the world of digital marketing.

What Is A Lead Funnel?

We started things off last time with a description of a sales lead; anyone that displays an interest in what your business is offering. Now, to jog your memory, a lead funnel is the journey with which the lead will take to turn into a profitable customer.

The Steps And How They Work

A lead funnel can range from simple to complex depending on what your sales process looks like. This is an example of what a simple lead funnel could look like:

  1. Traffic
  2. Lead magnet
  3. Landing page
  4. Opt-in
  5. Thank you page
  6. Email nurture sequence

An effective lead funnel is one that is specially tailored to suit your business. The steps above are pretty rudimentary and can be expanded upon greatly. Having a little something to build upon is easier than staring at a blank canvas, right?

Converting Traffic Into Leads

Turning the traffic into leads is phase one of your lead funnel. Think of it this way, as a customer, before you hand over the cash you go through a process. You will move from being aware of the product, to interested, having a desire for the product, and finally, you will want to take action. The same goes for potential clients.

The role that lead funnels play in the buying process is helping potential customers move from being aware of the product to being moved to action and purchasing the product. To paint a picture, this process is typically illustrated as a funnel in marketing textbooks. Can you see why? Pour traffic into the funnel and paying customers will pop out.

Unfortunately, unlike real funnels, leads can leak out of the funnel and only a fraction will come out as customers. The way that you can prevent your funnel from overly leaking is by knowing the needs of your leads, as well as, the path they take to become customers. This will ensure that your funnel performs optimally.

The word ‘convert’ is super important as it’s the goal of this stage of the funnel. Keep this in mind when devising ways of making leads aware of and interested in your business.

Phase 1: Awareness

As we’ve mentioned, the first step is making potential customers aware of your existence. When it comes to the traffic that you are attempting to bring to your company website, the traffic can come from three sources:

  • Earned media – reviews, word of mouth, referrals.
  • Owned media – content marketing, website, social media, blog posts.
  • Paid media – pay per click, advertising.

Before rushing to add a ‘sign up’ banner give leads a chance to learn more. Overly zealous marketing techniques are a quick way to scare off the leads you’ve worked so hard to acquire.

Phase 2: Collect Data

Officially speaking, this is the stage where you would strive to enter names into your database. However, names aren’t technically enough to count as leads per say. That’s why you should try to learn more than just their identity such as a way to contact them and their permission to communicate and market to them further.

Phase 3: Engagement

Now that you know more about your traffic, getting them to move further along the funnel is key here. The way to do so is by encouraging them to remain in contact with your marketing. This is often done by having potential leads attend a webinar, sign up to a newsletter, accomplish a lead capture form on a landing page, download an e-book, etc. This will bring your potential leads to the next step, engagement.

Before moving further along the funnel it’s important to engage with your audience. This is important for a number of reasons including being sure that they know they’re being marketed to and that there are okay with the marketing efforts continuing.

Phase 4: Target Leads

Once engagement has been achieved, the process can continue and it will be time for lead scoring. This determines whether a lead is viable or not. This act can be automatic or manual depending on the size of the group.

Phase 5: Qualified Lead Marketing

From this point on you will be dealing with viable, qualified sales leads. This makes the contact viable for further marketing efforts. To make it this far the lead will have displayed a serious interest in your business. This is where direct contact from your sales rep/team will commence.

Phase 6: Recycle Leads

If you don’t get it right the first time try, try again! There could have been a number of reasons as to why it didn’t work out the first time around. For instance, the timing could have been off. Leads that showed interest but leaked out of the funnel somewhere along the way can be entered into your recycled leads database and nurtured – just in case.

Phase 7: Qualified Sales Leads

Once a lead has shown continued interest and there has been good communication with the sales team, it’s safe to say that you’re near to a slam dunk at this juncture. This is when an executive would take over and either market further or drive the sale home.

Types Of Lead Funnels

There’s more than one way to qualify a lead, here are the top five types of lead funnels. These types of leads will be used in accordance with the type of product or service your business offers.

Type #1: The Survey Funnel

This funnel involves quizzing people that have signed up to your email list. Depending on the responses you can categorize the potential leads.

The structure of this funnel:

  • Opt-in page
  • Survey page
  • Results page

Type #2: Lead Magnet Follow-Up

The idea is to get your audience interested in something enough to opt-in to get it. This could be a downloaded e-Book, a webinar, etc.

The structure of this funnel:

  • Lead magnet landing page
  • Opt-in page
  • Download page

Type #3: Live Stream Funnel

This lead funnel uses the belief that access is scarce as it’s live. The only way to get to it is by opting into the funnel.

The structure:

  • Opt-in
  • The live stream
  • Checkout/booking page

Type #4: Instant Quote Funnel

This funnel is a pretty useful one as prospects can qualify themselves. This is a way to get customers on your database by dangling revealing the cost of the service in front of them. This funnel is pretty similar to the survey funnel except that it’s a means to an end in most cases.

The structure:

  • Opt-in
  • The quiz
  • Thank you page

That’s all there is to it. Now you know what leads are, how they turn into customers, as well as, the different routes this can take. Stay tuned for our next lesson!

If you’re interested in boosting your digital marketing or starting from the ground up, then Big Rock Graphics are here for you. For all things marketing, check out the varied digital services that we offer then hit the “Contact Us” button.

A Beginner’s Guide to Growing Sales with Lead Generation and Lead Funnels

A Beginner’s Guide to Growing Sales with Lead Generation and Lead Funnels

Hold onto your seats while we take you back to the beginning. When it comes to growing your business and increasing your sales, there are things that you can do to guide your marketing strategy in the right direction.

What Is A Lead?

Before we dig any deeper on the subject, let’s clarify exactly what the ‘lead’ part of lead generation and lead funnels is.

A lead is anyone that shows interest in what you’re selling. Leads typically come from a business opening up communication be it through an online contact form or a mail subscription list. There are different leads that can be grouped according to how they qualify as a lead and that stage of the process that they are in.

Lead Generation: An Overview

Now that we’ve gone over what a lead is, it’s time to talk about increasing the number of leads your business has. This is called lead generation; the process of attracting and converting a stranger into an interested party.

Some lead generator examples:

  • Online content
  • Live events
  • Coupons
  • Blog posts
  • Applications

These are just a few lead generation strategies that you can implement in your marketing campaign that can result in more interested buyers joining the conversation.

A Lead Funnel

A lead funnel or a lead generation funnel is similar to a sales funnel in that it is a pathway involving a series of stages that a lead will go through before being labeled a profitable customer.

Stages of the lead funnel:

  • Awareness
  • Lead capture
  • Prospect
  • Marketing qualified leads
  • Sales qualified leads
  • Opportunities leads
  • Customer

Why Lead Generation Is A Must

Think of it this way, you’ve caught the attention of someone online and they’ve subscribed to your monthly newsletter. What’s your plan to get someone that’s idly curious into being full-on interested and willing to become a buyer. This is where lead generation comes in. It’s the process that you need to nurture and grow your leads so that they convert into sales.

If you’re looking for a little something extra to boost your digital marketing, check out Big Rock Graphics. You could say that we know a thing or two about branding – a definite understatement, but you know. For all things marketing, check out the various services that we offer.

Breaking Down Our 4 Main SEO Packages & What They Can Do For You

Breaking Down Our 4 Main SEO Packages & What They Can Do For You

When you speak of marketing in modern times – digital marketing in particular – Search Engine Optimisation, or SEO, is one of those terms you can’t ignore.

The practice is an essential part of gaining reach online, but many business owners still have questions on how to approach it. Because every digital agency approaches it differently, we’ve decided to bring this discussion closer to home.

SEO is constantly evolving, so there are many techniques that can be used to crack it and achieve results. In this blog, we explain your options as they relate to the four different types of packages we offer.

#1 – The Keyword Base Package

Let’s start off with our most basic package.

With the Keyword Base approach, our team targets a specific number of keywords (10-15) through on-page and off-page SEO.

This package doesn’t include copywriting, so you have to be careful to select the correct keywords in accordance with your competition.

This is ideal for businesses who know their niche well and are willing to wait for ranking results to improve over a few months.

#2 – The Consulting Base Package

Unlike the previous package, this one is more flexible and is proving to be one of our most popular choices.

Here, you have two options to add value to the package after monitoring progress for six months. This allows you to target more keywords and diversify your reach.

We offer consulting-based SEO under three categories, namely:

  • Normal, which targets 20 keywords at first;
  • Advanced, which targets 30 keywords at first; and
  • Aggressive, which targets 40 keywords at first.

This package can be switched between the 3 options listed above, however it is not recommended to scale backwards (eg. Aggressive to Normal) for at least 3-4 months as this has the potential to damage rankings on select chosen keywords.

#3 – The Maintenance Package

(not recommended for new campaigns)

If you already have SEO campaigns bringing in results, but aren’t sure how to keep them on par, this package is for you.

Here, the focus is on maintaining the ranking that your business has already achieved by targeting a maximum of 20 keywords.

We don’t recommend it for brand new campaigns, so make sure your campaigns are on the right track for this one.

#4 The Premium SEO Package

Our Premium SEO is ideal for companies with highly competitive niches and a demand to achieve fast results. We also refer to it as the Corporate SEO package as it’s an all inclusive package including copywriting and content creation.

The approach here is to target keywords aggressively, with no extra charges for content that we provide.

The three different types of Premium SEO are:

  • The Starter Premium Package, which targets 50 – 60 keywords;
  • The Intermediate Premium Package, which targets 100 – 110 keywords; and
  • The Advanced Premium Package, which targets 150-160 keywords.

As you can see, the core differences between the packages is the frequency of tasks. It’s all about the quality and speed of results that our clients expect.

Ready to get your business climbing the rankings ladder? Contact our expert team today.

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