Whilst the technology is new, digital success depends upon the same fundamental direct marketing principles that date back to the 19th century. Digital is:
- Targeted – precisely, at the audience you want.
- Measured – everything digital can be tracked, reported, costed; leading to better management and improved campaign performance.
- Tested – you don’t need to “know” the answer upfront; you test it and let the market tell you.
At once this both minimises your risk and becomes a powerful tool for continuous improvement (or optimisation, in digital terminology). Giving your business better results.
A digital presence matters
For service-based businesses a website is critical. 76% of buyers of professional services will visit the business website before they get in touch.
How your website is designed and written will mean the difference between an enquiry – or none. The visitors will also have formed an impression of your business long before they have even met you.
For retail businesses such as fashion, beauty, music, skateboards and dirt bikes, social media is equally critical.
The tools available
Designed to be easy for the visitor to find what they want; and it shows off your brand, your business, in the best light.
Written not for you or your business, but for the people coming to it – your potential clients. So that it addresses their fears and frustrations and leads them to the transformation your service offers.
Structured so that it is easy for the visitor to move across your site and ensuring that all the key elements of the buyer’s journey have been addressed (the ‘user experience’). So that it creates enquiries for you.
It is also important to note that businesses may well have a number of quite different clients. Your site needs to take all of them into account.
When we launched Perimeter Pest Control’s new website it was converting visitors to enquirers at 10.1% – a good result.
Within 3 months it was converting at 19.7% – nearly halving the cost per new customer and having a dramatic impact on profitability.
Search Engine Optimisation (SEO)
SEO is a digital methodology to increase the ‘organic’ rankings of your website – ie for your site to show further up the Google search results (without paid advertising).
Quite simply the higher you are, the more web visitors you will get. High on page 1 is the goal.
It is time consuming and results will take 6 months or often longer to appear. But consumers place more trust in organic search results over paid ads, and the effects of SEO are long lasting.
The best way to look at social media is that they are the world’s largest interactive databases where you can identify and communicate with the people you want.
Whilst there can be some value in posting and connecting, we focus on social as a channel and use Facebook and LinkedIn successfully in campaigns to attract new clients.
Using digital ads to send traffic to your website is highly targeted, measured and costed. It is also much easier to calculate a return on investment than on traditional media ads.
Effective Google Ads will put your service in front of people who are actively searching for what you offer. Enquiries can be tracked and campaigns regularly reviewed and optimised for success.
Smarter Facebook Ad campaigns will target your ideal customer with information of interest to them, and lead them from engagement to web visits to enquiry.
Then there is remarketing. An adjunct of paid advertising, remarketing involves targeting ads to visitors who have already visited your site, or specific pages of your site, with follow up messages and offers. It can prove to be a very cost effective way of generating sales and is vital as part of more complex buyer pathways towards creating enquiries.
We slay it for businesses with a clearly defined niche.
Everything becomes a lot more targeted, defined and effective.
Some of the businesses we have kicked major goals for include kitchen renovations, bathroom renovations, pest control, financial advice, medical specialists and lawyers.
Results just some of our clients have enjoyed
Novocastrian Bathroom Solutions – a regional bathroom renovation business:
- Website written, designed and structured to stand out in a competitive marketplace and to generate enquiries.
- Drive traffic to the site via Google Ads and Facebook.
The business went from $180k annual turnover to $1.34M in 21 months.
You can read the NBS case study here.
Dr Malcolm Godfrey – Obstetrician & Gynaecologist:
Starting out in private practice with no brand, no digital presence.
- Created a brand identity and website that speaks to his audience.
- Through SEO ranked his site on page 1 for his key search terms at regional level – generating 115 new visitors a month. The site is converting 12.6% of them into enquirers.
The business is now established and happily growing.
Crefco – US mortgage broking business:
Struggling in an attractive niche – USDA loans; website had very low conversion.
- Website optimisation through landing page A/B tests.
- Complete redesign and rewrite of the website.
- Increased conversion of traffic to enquiries by 285%.
They had to put on 10 extra sales people to handle the enquiries.
Click to learn more about our work with Crefco.
If you want more and better enquiries for your business, call Alex today on 0459 320 999 or fill in our form on the right.