Two of the most important areas to consider when planning your digital marketing are budget and objectives. With these two areas defined what becomes clear, is the path needed to achieve success.
It is important not to get hung up on the how at the initial stage, and please do not even begin to consider your budget yet. This can lead to over analysing concerns and objections, which for the most part will come from personal fears rather than an objective overview of your business.
The holistic approach
Take a holistic approach, because while it is not all about the money, what is important is the planning and execution of the plan you are going to be making the investment on.
Five key areas to assess before you even begin thinking about the cost:
Consider your target audience and where are they online
If you are a lawyer who targets clients over the age of 30 with a six figure income, LinkedIn may be the place for you to look at engaging in groups or sponsoring posts on your company profile. If you are selling women’s jewellery to a target audience of 25 to 50 year olds, in major cities with an income above five figures, Facebook advertising - where you can refine relevant brands, interests and regions could be the answer. Fine tune who exactly it is you want to target and where they are online, the business without a niche is often the business seeing less growth.
Look at the data you already have from existing visitors and clients
Knowing how your clients / visitors interact with your business online - think website, Facebook, Instagram, email campaigns etc is the first step in understanding how you can convert visitors into clients and repeat business. There are a variety of tools available, such as HotJar or Crazy Egg to monitor behaviour on a website, as well as the insights available from all social media channels. Your email marketing campaigns can provide a wealth of data on what your clients are interested in by the clicks they take, and when they are opening your emails. This data is a goldmine for your marketing objectives.
How you can use client data to build your marketing plan
Once you have identified your target audience and analysed the data you have on hand you can begin to craft your marketing objectives. Objectives will vary depending on the space your business is in. A younger company may be all about focusing on building brand awareness, and older company may be looking to increase sales. The data you have will provide a good indication of what to focus on and / or how you can improve. A variety of initiatives may need to be looked at, so now is when the details come in to play, as you create your plan by reviewing all of your options.
The benefit of resources you already have available
You have your marketing objectives set and a plan in place, now to look at the investment needed, or in simpler terms your marketing budget. Yes, you do need to spend money to make money, but take a look at your networks for successful experts in their fields who could help you implement your plan.
Be open to exploratory conversations, ensure you do your research on different options and review how they fit into your marketing budget and how they will meet your overall objectives.
An existing business, with the benefit of longevity behind it, could find the opportunity to extend existing relationships, perhaps by offering a loyalty programme.
I always suggest leaving looking at the budget until last, know that it is so very important and because it is left til the end does not mean to ignore it all together. As mentioned above, it is often personal limiting beliefs held around money or success, which can lead to the stifling of business growth.
Measuring your return on investment
Generally marketing budgets range from 5 to 12 percent of revenue, depending on your objectives, and where in the market your business current sits. If your business is looking to grow your budget may be at the higher end of the scale. To work out your return on investment (ROI) you can use the following simple formula:
(Return - Investment) / Investment *100 (as a percentage)
Return (Total revenue generated from the marketing plan)
Investment (cost associated with the marketing eg. print, advertising, technical, management, cost of the goods sold – ie. Time to produce the good or service)
When you have a return on investment goal you can more accurately measure how success for your marketing plans are and adjust these throughout the life of your business to ensure the greatest return for your company.
Remember businesses evolve over time, and data is ever changing, don’t fall in to the trap of thinking once you have a marketing objective it will always be the same. Business growth comes from assessing and reassessing.
To discuss your marketing plan and budget, get in touch today.
The digital world continues to evolve; my 14 year old asked me what a fax was, I have to confess my explanation was basic: "it's when you put a piece of paper in a machine and it goes through the telephone lines to reach its destination". Sounds impressive right? Yet here we are with the hot topic of AI (artificial intelligence) at our doorstep...
How can Artificial Intelligence impact your business and your digital footprint?
Experimental technology and the growth of AI means computers are able to find and analyse YOU, and your BUSINESS activity online. Enter your digital footprint (sharing info online about yourself). A double edged sword maybe?
Imagine all the market analysis data available to businesses, you could learn more information about your ideal customer faster and more accurately than ever before. Goes both ways though right, your customer can find out all about you and your business also.
Seriously, what is your problem? Not in that way of course... I want to help.
I know business owners have questions about being online, Facebook, Google, LinkedIn, email, websites, and more. I do myself! I also know it can be confronting asking for help, and confusing when you don't know how to find the right answer, or even the right question to ask.
What problems / issues / questions are you facing in your business right now?
I am offering you the opportunity to get it all out there. Simply send me an email with your burning question, or questions and I will send you the answer! It's that easy. No catch, no signing up to a database, just email away.
I look forward to being able to provide you with some answers to what you have been looking for.
Building a new website is not to be taken lightly, as the online storefront to your business it needs to be treated with the same care as all your branding and marketing. There are several key elements to consider, such as search engine optimisation, the linking of your other online platforms eg. Facebook, Google, and email, the design and the conversion pathway your visitors will take. Not to mention the important contact information.
We know what makes a website effective and can communicate this with you in a way that is easy to understand. Our knowledge is your knowledge and we are readily available to share this with you. You can be assured of a smooth turnaround and a website build that runs to schedule when you work with OMG Solutions. Check out some of our website build testimonials here.
When OMG Solutions builds your website we will:
And it doesn't stop there, we are always available for support by email and telephone if you have any questions about your website.
Key features of your new website:
If you are new to business we can help with your new logo and branding, and promotion of your business online.
To explore setting up a new website for your business, or upgrading your existing website, please fill in the form below.
You don't use the same marketing plan year after year, and the same goes for your website. With the new year upon us, now is the perfect opportunity to look at how your website is serving your business, or if you are not online if it is the right time to build a new website.
There are a number of questions you can ask yourself when considering if the time is right to upgrade your website. One of the most important is 'Is your website mobile responsive'. With so many people turning to their smartphones and tablet technology for information 'at their fingertips', your website needs to be responsive. I spent half a day researching catteries for my cat before we went away and only one of the 10 that I found online had a responsive website. While it wasn't the deciding factor in who I chose, the thought "is this business averse to change" did occur to me. Additionally, the mobile responsiveness made it a lot easier to find the info I needed, quickly, without all the zooming in and out.
Your website is the storefront of your business, whether you have an actual store or not, it represents you and your company to visitors. You want people to feel welcomed, to have a seamless experience while they are "shopping" (checking you out), and to be easily able to find out what they want to know and how to contact or connect with you. Whether looking at upgrading your website has been on your mind or it hadn't occurred to you yet, the below questions will help give you clarity.
Questions to ask yourself when considering upgrading or building a new website:
What is my website goal and am I still achieving it?
If your website is a number of years old, chances are your business has evolved and your goals and objectives will have changed too. If your website still meets these goals that is fantastic, there are still other things to consider, read on.
Is my website mobile responsive?
Many of the people visiting your website will be using a mobile device and it is crucial your website works and looks just as good here as on the desktop. Your users will have a better experience, and you will save them time and frustration.
Can visitors easily access your contact information?
Having your phone number visible and linkable is a plus when people reach for their mobile devices, they can click and call you straight away. A map to easily find you using Google maps is standard in most websites today, and an email form for enquiries helps to filter out spam.
What are your competitors doing?
Have a look at your competitors online and what their website looks like. If their website beats yours hands down, you are potentially missing out on clients and customers. It would definitely be worthwhile to upgrade your website if this is the case.
Is there a clear path to the important information on your site, along with a call to action?
Visitors will have a goal in mind when they reach your website (taking a look at what leads them to you will help clarify this - don't be afraid to ask). Visitors will reach the home page and then either contact you directly, or go on to find out more. Consider the path you want them to take and build this in to your website clearly, making the experience a satisfying and easy one. The visitor will then think 'yes, this business gets me, and what I am after'.
Do you have testimonials, and information about you / your business for credibility and trust?
Testimonials go without saying, and not only on your website, do you have a Google Business page set up where people can leave reviews? Are you having reviews left on Facebook? Incorporate these (with permission) on your website, so visitors begin to develop a sense of trust, professionalism and credibility for your business.
What do you like and dislike about your website?
Take a look yourself, ask trusted friends and colleagues to also review your website. What appeals to you, what works well, what doesn't look good, what does? If there are many things that you do not like or that are not working well, it is time to upgrade, or there may only be a few areas for improvement.
Does your website represent who you are and what you do?
You know your website is working for you when people tell you it is. Consider the purpose of your website, if it is for credibility and you are told that people chose you because of the reviews great. If it is to sell your products or services yet you find you get phone calls from people asking what you do, then perhaps the website is not doing what it needs to.
How does your website perform?
Check out the stats: do you get a lot of bounces, do your pages load quickly, are people watching the videos, are people visiting more than one page? If your site is slow to load you could be putting off potential customers and clients.
Is your website search engine friendly?
Have you got a Google Business page set up and is it complete, are your meta descriptions complete, do you have internal linking on your website? These factors play a role in your search engine ranking.
These are just some things to consider when looking at the timing to upgrade your website. If you need help deciding if your website needs an upgrade please get in touch, I am happy to talk you through different options or to brainstorm ideas. You can check out some of our new business website builds here, our existing business makeovers here, and other website design projects here.
With 20 years experience in marketing, Kath knows what works for businesses, this blog has the latest tips, tricks and innovations to help your business online.