No more spray and pray.
Right now, smart businesses gain unprecedented access to their customer base through the power of the online world. With only a small budget (or even no budget at all) combined with the right knowledge and tools, you can harness the power of digital platforms to build an UNSTOPPABLE revenue-generating machine.
There are a huge (and growing) number of platforms available, and each platform will suit certain products or services better than others. To avoid wasting money, you need to know which are appropriate for your business, and how to use them to generate leads and sales most effectively.
Email marketing is one of the cheapest forms of marketing, and after all these years is still very effective – if done well.
Three concepts are primarily responsible for dictating the success or failure of your email marketing efforts. First, you must be smart in building and maintaining your database of email addresses. Take every opportunity to add new contacts to your database, automating this process where possible (e.g. through opt-ins in your website contact form, online checkout etc). More importantly, categorise them appropriately so you can accurately direct your future emails.
Secondly, you must write emails that your database will want to open. In regard to the ‘cost’ of email marketing, this is the biggest – the time it takes to plan and create your content, from the articles and offers you want to include, right down to the subject line. In doing so you must consider the unique features and benefits of your products or services, as well as the needs and desires of your target market, to create the perfect mix of information, entertainment and sales persuasion.
Third, you must consider the frequency with which your database will be happy to receive emails from you. Send too many, and many people will become fatigued, stop opening your emails and eventually unsubscribe. Send too few, and your messages will get lost in the sea of unread emails that fill many inboxes nowadays. Consideration must also be given to the time of day that your target market is most likely to be receptive to your approach.
Search engine marketing (Google Ads / Bing Ads)
How do you know someone is in the market to buy a product or service like yours? Nowadays, they’re almost certain to be searching for it on Google or Bing, which according to StatCounter have over 98% market share in the search engine space.
The ability to serve ads based on your target’s search keywords is what makes Search Engine Marketing such a devastatingly effective revenue generator. And with paid ads now looking almost identical to natural (organic) results, searchers are much less likely to scroll past them (known as ad blindness) than they were in the past.
Creating a successful search engine marketing campaign is not a simple endeavour. It requires a significant amount of knowledge and effort to construct campaigns that will produce a high return on ad spend, and both Google and Bing’s platforms can be daunting for new users.
That’s where we come in. We take care of setup, maintenance and reporting, and can even teach you how to use the platforms along the way.
Search engine optimisation (SEO)
SEO is by far the most misunderstood, controversial and overhyped digital marketing strategy in existence. From day one industry has represented somewhat of a ‘battleground’, with Google’s engineers working to create an increasingly intelligent algorithm, while a community of SEO practitioners constantly work to find holes in the algorithm which they can exploit for their clients’ benefit.
Over the years, Google’s continuous improvement has resulted in an algorithm that is immune to just about all of the dodgy ‘black hat’ hacks that used to see pages skyrocket up the rankings. Nowadays, penalties are applied harshly and quickly if Google suspects your site of contravening its guidelines.
The SEO industry has also changed, in that the most successful practitioners are now those who can carefully help you to craft an SEO-friendly website (within Google’s parameters) and obtain high-quality links from legitimate sources. Of course, there are still a multitude of those who practice outdated tactics and make wild claims about overnight success, but these firms don’t last.
In summary: ranking your site on page 1 of Google for popular keywords is incredibly valuable, and SEO is still the way to get there. However, a sustainable page 1 ranking takes time and requires plenty of work. Don’t be fooled by ‘fly-by-nighters’ who would tell you otherwise.
Social media advertising
Along with search engine marketing, social media is the most important weapon in the arsenal of a modern ecommerce business. A good social media campaign will deliver an equivalent or higher return on ad spend than search marketing, and importantly can give you access to a different audience.
Similar to search engine marketing, advertisements on social media can be precisely targeted to ensure they are only viewed by users who have a high likelihood of being interested in purchasing your product or service. In contrast to search engine marketing, where targeting is primarily based on search keywords, social media targeting is based on interests and demographic factors.
The key advantage of social media advertising over search marketing is the ability to incorporate pictures and video, as well as a lot more text. There are rules around what you can include (e.g. not much text in images and video) but there is significantly more scope to create differentiated content than in search marketing.
The disadvantage is that people aren’t specifically looking for your ad when they’re scrolling through their feed, so you must develop interesting, eye-catching content to attract engagement.
At MACK Marketing, we want our clients to feel that they are getting more than they paid for, and to feel that working with us has truly made their business UNSTOPPABLE.
We promise to:
- Be open and upfront about costs prior to starting work;
- Provide you with a written proposal detailing exactly what services we will provide;
- Produce timely and accurate work;
- Give you honest and objective advice;
- Treat your business with as much care as if it were our own.
If you’re keen to find out more, why not drop us a line? We’re happy to discuss any questions or ideas you have.