PRINCIPLE 5

Powerful Digital Marketing that Beats Your Competition 

1. Website 

For the majority of businesses (including us at Monster MaaS), the purpose of having a website is to drive more new customers (leads). For a website to successfully deliver new customers it is possible to identify several principles that would be widely accepted as markers for success;  

Navigation

Does the site have easy, intuitive navigation with the most common pages clearly labelled (Home, About, Services, Blog/News and Contact)? These are the most common pages. However, for some industries this can change.   

Content

The content (text/copy) of a website should be engaging and persuasive. This is the domain of professional copywriters. Research suggests that consumers do not read website content, they simply scan, therefore it is important to chunk the text, use headlines to highlight key messages. The average consumer will spend less than two minutes on a site/ view 3 pages of less before making a decision. With this in-mind. You have a small window to convert website visitors. Using CTA’s (calls to action), professional photography along with well written, engaging text will give them the best opportunity.   

Mobile

Does the website adjust to suit different device sizes (phones, iPad, desktop)? Today, many businesses do have a responsive website… what they don’t have is a mobile site that is designed to convert. Things like clickable phone numbers, simplified navigation, less imagery. A key factor that search engines consider is ‘speed’ for a mobile site, for a mobile site to be fast it often means removing elements that are shown on desktop.   

USEFUL TOOLS

Google mobile checker https://search.google.com/test/mobile-friendly  

Google mobile site speed checker: https://www.thinkwithgoogle.com/feature/testmysite/   

Entering this directly into Chrome site: www.[insertURL].com.au will show you what Google have indexed. You can do with this with and without the www. Prefix… the results will depend on the websites preferred version.    

When considering a new and/or improvements to your website. It is important to approach these discussions from the perspective of your customer. Who are they, what do they look like, and what is it they need to feel comfortable making a transaction with you? 

A website on its own is very often not enough to drive more new customers to your business. To be successful you will need a traffic and conversion strategy. 

2. Traffic 

Predominantly website traffic comes in two forms: earned (SEO) and paid (PPC).  

SEO (search engine optimization)  

There are many factors that influence local search rankings. This study from Moz would be one of our favourites. MOZ study:https://moz.com/local-search-ranking-factors.
 

Key factors include: your proximity to the searcher, domain age, on-page optimisation (especially Title Tags and H1 tags) and, off-page optimisation (especially, citations/clean NAP and quality backlinks). GMB (Google My Business – formerly Maps, Places, Local). 

 

The following factors influence map rankings: verified listing, user proximity, age of listing, optimised listing, reviews, the authority of the associated website, user proximity, citations/clean NAP, and no duplicate/conflicting listings.

However high rankings via local SEO and GMB can only return new customers if there’s actual search volume. Potential customers are actually looking for your product or service.    

Things to consider:

  • Are you appearing high on Google page one for consumer driven search terms ? 

  • What is the search volume for those search terms  ?

  • Who are the competitors that regularly show ?

PPC (Google ads and Facebook ads) 

Using paid traffic services, Google ads enables you to attract more new customers immediately

Here is a great video showing how Google ads work to deliver more new customers https://www.youtube.com/watch?v=xH4Tlnes3ew
Marketers often refer to Google as the “database of intent.” Google shows up and delivers the results exactly when you need it. Being high on page one of Google is very important today. If you do not have high page one Google positing for search terms your potential customers use, and you need more new customers now. Google ads could be the best option for you. 

Facebook ads is different. Most consumers do not go to Facebook to find a business or service. With this in-mind the approach to successfully driving customers from Facebook must be modified. 

Facebook can be looked at as a daily-deals-website. Consumers will interact and purchase from your advert when the value proposition is head turning (50% off, two for one, free consult and so on). Facebook has very powerful targeting tools, these tools enable you to target your ideal customer (geography, demography), couple that with a message that is “head turning” and you have a recipe for success. Also, you will often find that Facebook ads will return a new customer at a CPA (cost per acquisition) that is less than Google ads. However, remember that it is often linked to a promotion and therefore not suitable to all.    

Things to consider:

  • What is the Google search volume ?

  • Do you appear high on page one of Google ?

  • What is the competition doing ?

  • Are you looking to gain customers for a service of geography that is new ?

  • Do you want more new customers now ?

  • Do you advertise promotions, is this something you are happy to do ?

USEFUL TOOLS

 

3. Conversion 

How to ensure all your hard work marketing actually delivers more new customers. This is the most important step in bridged version of our 5 principles of successful marketing.   

What is a conversion?  

A conversion happens when a potential customer interacts with your website, Facebook page, or any other asset you own that leads to a quote request, email, phone call or some other form of direct contact to enquire about and/ or purchase the service/product that you deliver.
Conversions happen when the end user (potential customer) is in pain and feels safe. Feeling safe is a key reason why referrals are such an important part of most business owners marketing mix. As consumers, we trust those around us (friends/ family) and will more easily make a purchase decision when we have been referred by someone we trust. Being in pain simply means we have a problem that we want to fix: a leaky roof, dripping tap, tooth ache and so forth.  

Monster MaaS deliver direct response marketing solutions (a solution is a product or group of products combined to deliver an outcome).  

How to get more conversions, more new customers ?
  • Gaining reviews through Facebook, Google, Yellow Pages, Yelp and other online directories increases trust. 

  • 88% of consumers trust online reviews as much as a personal recommendation. 

  • Using professional photography to showcase you, your team, your business and your previous customers will increase the perception of trust.

  • Having a modern, contemporary, mobile optimised website builds trust.  

  • Appearing high on page one of Google builds trust.  

  • Having new and regular content on your Facebook page builds trust.

  • Consistent branding across web, print, signage will also build trust.   

 

You have many ways to build trust, and trust building will mean every dollar spent on marketing is maximized as more consumers will purchase.