Why Ain’t You Using Digital Marketing?

Ok that was a cheesy title but the fact remains I am still meeting people have not woken up to the world of digital marketing. The pace of change is faster that it has ever been and it is set to get faster. What was working a year back will not work as well. If it was working 2 years back is almost dead today.

What is Your Current Strategy

Are you a social media marketer, do you use traditional channels like newspapers or magazines and flyers. Yes, it all works. However,

Can you track results and tie the response through to a sale?

Is it possible to model the process and repeat it to get another customer?

Technology is here to stay, mobile phone are in constant development, the power of these devices will rival that of desktop machines within a couple of years. We are not going to back in time to the sedate days of the yellow pages and business directories, it is not going to happen. Check out the video for more thoughts on this.

Can Digital Marketing Help Your Business

If you want a direct conversation on how digital marketing can impact your business. Book a discovery call. It is free, an opportunity to explore what you do, how digital can help and point you in the right direction.  Yes if I think the fit is good I will offer our services.

The Posh Hotels and Re-marketing Pixels

Posh Hotels and Remarketing Pixels
The posh hotel where no one speaks?

How are posh hotels and remarketing pixels connected?

Imagine you walk into a posh hotel; the decoration is gorgeous, really sumptuous. The reception is empty so you walk by and head to the bar area. There are fabulous sofas and coffee tables with magazines and attractive settings. You cannot see any staff, and that’s ok because you are not a customer. You are not talking to them and hopefully, they are not talking to you. You explored a bit further and decided to leave.

Could that happen?

Would a posh hotel allow you to wonder around and the staff not take any action to encourage you to become a customer? I doubt that would happen and yet online it happens all the time.

The Remarketing Pixel

There are thousands of some beautiful websites out there in web land and like our pretend hotel they make no attempt to connect with prospects. There are many options to connect, from email systems, quizzes, and surveys.  However, there one option that requires minimal effort and is so underused. It is the google and facebook remarketing pixels. These littles bit of code collect details of your website visitors storing that information in a list that you can access through advertising.  It is a powerful marketing advantage and costs nothing to set up.

In my work I see a lot of websites, in fact, this post was prompted by a local company that has just had a site makeover. It is good looking site and just as in my hotel example does none of the above.

The Facebook and Google tags matter 

Why does it matter? Have a little journey with me, how often do you look at a website and buy something on a first visit? We all troll Amazon for interesting things to put on the wish list. I visit other sites all the time and very seldom do I buy on the first visit. I am sure you do the same.

What does that tell you?

Your customers do the same thing.
That is why it’s critical for us when marketing any business to have these things in place. These simple scripts put on your site allow both Google and Facebook to build lists of people that are interested in your products
Using the advertising platforms of Facebook or Google, adverts for your service can appear on the Facebook newsfeed or various websites throughout the internet.

What is £5 per click or 40p?

Obviously, you’ve got to pay money for the advertising. However, these clicks cost so much less then if you were directly trying to attract those customers. As an example, one of my professional service clients could be paying over £5 a click if they were looking to advertise their services directly. Using a remarketing, they’re paying less than 40p to 45p per click. That is the value of building a remarketing list.

Why Wait? Do it Now.

The reason it is so important to do this now is that if you want to use this list at some point, they have to be built you can’t just turn it on. Because it will take a few months or maybe even a year to make a list. What you’re doing today is preparing the ground for that potential future advertising.

Now if you are in a rush and want to build lists quickly, there are options,  but that’s a different conversation and a subject for a later article.

The Power of Story

We all love to hear a story. The Bible is a series of stories. The Buddhist tradition uses story. There are stories everywhere. The point is that life is all about stories from the news to your neighbors adventures at her daughters wedding to the nightly news or the twitter feed.  As marketers and owner of a business, it is critical that we use story to spread our message.

So I need to tell you a story,  Cortijo Romero is retreat centre in Spain. When I start working with the organisation three years ago, they had been hit by the changes in the Google algorithm and lost most of their website traffic.

With IT support, we addressed the technical issues on the site. But in a two-fold process, we started an email communication strategy with the existing client base. We interviewed the original owner and asked about the journey that lead to the creation of the centre. Then we explored the new owners story; it could be seen throughout the 25-year history that the original impulse that started the centre was still part of its ethos.

By sharing these origin stories with the client base, it built trust and interest to the point where clients began to share their stories on the Facebook page. All of this interaction builds a community of like-minded people.   Three years on the business is thriving and well beyond its Google problems.

How are you using stories in you sales and marketing messages?

Do you have an origin story, how it all began? Think Grand Design.

Do you ask for stories from your customers?

If you would like support to uncover the stories in your business, book a Discovery Call that is 30 minute free to see what is possible for your business. There will be a story to tell.

Free Discovery Conversation