Digital marketing is the bane of any business owner’s existence. It’s an industry filled with jargon, snake oils salesman, and no guarantee that you will receive a return on investment for your advertising spend.
However, when done correctly there is no greater marketing method in the age of technology to assist with the growth of your small to medium-sized Australian business.
For those that still don’t know what it is, digital marketing involves the use of social media advertising, Google Ads, SEO, and retargeting in order to drive more traffic to your business’ website. Think of when you’re scrolling through your Facebook newsfeed or Twitter timeline when you see an advertisement that has a link attached to it, this is an example of digital marketing. A banner ad on a media site that you visit, is an example of digital marketing. When you search for a dentist near you, the ads on top of the page and the organic listings in the middle are an example of digital marketing.
Why should a small to medium-sized Australian business be using digital marketing? There are many reasons that businesses need to consider before they dismiss its use for their organization or brand.
Your customer base no longer lives in front of the television, thanks to the advent of the podcast, and popular music streaming apps they also don’t live with their ears glued to the radio.
Billboards, direct mailouts, flyers, and other forms of standard brick and mortar marketing that have existed in the past aren’t able to achieve the same type of results that can be achieved through the use and implementation of a strategized digital marketing campaign for your Australian based business.
A competently built digital marketing campaign with your company’s growth at the forefront of its strategy will enable your business brand awareness to grow into perpetuity. Generating more sales, interest, and interactions with your ideal customer base.
Growth Of Brand Awareness
Brand awareness is also known as the process of making your business and its services or products well-known to potential customers.
Because most people do not have the time to read every blog article, listen to every podcast episode, and watch all of these videos about your brand – they rely on word of mouth from other sources.
That’s why it’s important for a company in any industry to make sure that their marketing efforts are geared towards raising awareness among potential new customers with techniques like viral marketing strategies such as contests, free giveaways, educational content, email campaigns, video ads or social media posts, and retargeting campaigns that are the backbone of a targeted holistic digital marketing campaign.
When people start talking about your brand without being asked by you what it is then it becomes branded into their minds as something that they know about. For a small business to have brand awareness is invaluable, it would be much easier for them to bring in new customers and increase revenue by focusing on the positive word of mouth created through this method
If you are currently just promoting your company through standard marketing methods such as television ads or billboards then you’re potentially missing out and leaving potentially hundreds of thousands of dollars on the table.
Retargeting is one of the most effective tools for digital marketing. Retargeting is when you advertise to people who have visited your site in the past or people who have shown interest in similar products in the past.
This technique is known as remarketing and it involves using cookies to track your visitors’ behavior across various websites, which lets you target them specifically with tailored ads that show up on other sites they visit later on.
One of the biggest platforms for retargeting campaigns exists in Facebook’s Ad Manager and ultimately the Facebook Pixel.
The Facebook Pixel helps you find new people and reconnect with old customers. Once you have created a Facebook pixel ID, you can create a custom audience using the pixel ID that will automatically retarget your website visitors or email subscribers with specific ads depending on the specific action they take on your website. For example, you can use the pixel to target customers who abandoned their shopping carts.
The idea is to target those who may have been interested in your product but didn’t end up buying it.
You can also use the Facebook Pixel ID to help promote your company’s presence in searches and recommendations.
When someone visits your business’ website or interacts with one of your social media posts, Facebook uses predictive technology to show potential customers what they would most likely like to see based on their likes, dislikes, and interaction with the platform. Google provides a similar remarketing strategy that uses targeted ads to customers who may have shown an interest in your company.
At Maxim Media, we like to equate an excellent remarketing campaign with the idea of a salesman who once you’ve left their shoe store, following you around with their shoes from the store to the train station, to your home, and then waking up next to you, showing you their shoes again without you getting annoyed. This hypothetical emphasizes the power of an excellent remarketing campaign.
Of course, a holistic digital marketing strategy is the superpower of any small to midsize business in Australia and one cannot have a successful digital marketing campaign without the implementation of SEO.
SEO, or Search Engine Optimization, is a way of using keywords to create content that will rank well in search engine results. It takes into account the types of words people will be searching for, as well as the words and phrases that your competitors are using. The goal of SEO is to ensure that your website appears in Google’s first few pages for those keywords and phrases so that people find your site when they are looking for something you offer.
The reason why SEO is an extremely powerful marketing medium is that unlike Facebook or Instagram Ads, most Google searches have buyer intent and when combined with the aforementioned remarketing methods the coffers of your business as well as the sales will be set to explode.
There are many ways to go about achieving this feat: through link building, technical on-page optimization, off-page ranking factors like social media shares and citations from high authority links (like Wikipedia articles), and more. The best way to determine what SEO strategies would work best for your business is for Maxim Media to complete a thorough audit of your website and implement strategies to increase your website traffic. We can then provide an exact cost for the results your business requires.
Maxim Media took over the SEO and Google Ads management of a premium cleaning company in Sydney and since our take over, we have been able to increase their sales exponentially. Theirs is the perfect example of why you should hire an SEO company.
They went from completing 140 cleaning jobs per week in January 2020 to having their biggest week ever in June 2021 with over 293 jobs per week. That’s a doubling of work in less than 18 months and tangible results that mean a return on investment for their management team and a drastic increase in marketing share.
They rank on the first page of Google for over 1700 informational and transactional keywords. Including high-value keywords like ‘end of lease cleaning’, cleaning’ ‘bond cleaning’ and ‘house cleaning’ in spots 1-4. As well as the first position in the Google maps.
With a significant remarketing campaign implemented they would be able to further increase their bottom and top-line revenue. After having spoken to the owner, their growth is only stopped by their lack of labor and unfortunately, that’s not something our digital marketing campaigns can really assist with.
Whilst SEO is a great method of digital marketing to increase sales, leads, and brand awareness, this and the other aforementioned methods of digital marketing are nothing without an aesthetically pleasing website built to convert.
Built To Convert Websites
A well-designed website with a good-looking design can help increase your sales.
Aesthetics are a big part of the process when it comes to converting visitors into customers.
The aesthetics of your site is what will make people want to stay on the page and browse around, or leave as soon as they see how cluttered, ugly, and ill-fitting to your screen it is. A great-looking website helps you get more traffic from search engines (think Google), which will eventually lead to more conversions. Maxim Media has been designing websites for years, so we’ve seen all different types of designs work in the past and know exactly what works today.
An aesthetically pleasing website epitomizes trust and will help your business get the most out of your digital marketing campaign. Trust signals in built-to-convert websites will make sure your customers are focused on checking out their carts and whacking in their credit card details to purchase your product or service with ease.
To conclude a built-to-convert website, as well as SEO, a significant remarketing campaign aimed at brand awareness all sit under the digital marketing umbrella. Your competitors are investing their marketing spend into the digital space to be sure they’re not left behind.
There is still time to implement a holistic marketing strategy in your business and take advantage of the digital landscape which will ultimately increase your business’s brand awareness and market share.
Again, digital marketing is an extremely powerful marketing tool for businesses, big and small. To avoid being left behind, make an inquiry with our team today.