Perfect Results: How To Create a Valuable Marketing Campaign

What is a multi-channel campaign?

Marketing campaigns are an organised, strategised mechanism used by businesses to achieve a specific goal. These efforts may include but are not limited to spreading awareness of a brand’s product/service, remarketing or collecting public feedback. These mechanisms need to be chosen carefully and may entail a combination of media such as Paid Media; Social Media; TV and video advertising. The overall objective is to accomplish a specific result.

So, where do you start? What do you do, and how do you know if your campaign was successful? We’ll answer these questions (and many others) in this article.  

  

How do I build a prosperous marketing campaign? 

Planning

Before you even start planning, you must understand your campaign needs to have consistent themes across all marketing channels. E.g. If you’re using Instagram, a billboard and email, ensure the logo, colour scheme as well as tone and voice of the core message is constant. This allows prospective customers to make a direct connection that will be embedded in their mind.

Entrepreneur South Africa correctly says that ‘planning a marketing campaign starts with understanding your position in the marketplace and ends with details such as the wording of an advertisement. Keep in mind that your plan for a marketing campaign is not supposed to be a prison. You have to leave room to make changes as you go along because no plan can perfectly capture reality.’

 

1. What is the purpose of your campaign?

Firstly, ask yourself a few simple questions, ‘why are you running this marketing campaign?’ and ‘what is the end-goal you want to achieve?’ Common reasons include generating quality leads, boosting revenue and expanding online visibility for your business. Your purpose underpins all future actions; if you cannot determine the ‘why’, take a step back and rethink your campaign.    

 

2. What is my campaign budget?

Defining how much money you can spend early in the campaign planning process will help you determine your goals, strategy and even how much content you can create, says an article published by the Digital Marketing Institute. Below is a fantastic image that breaks down the various categories which you’ll need to take into consideration when setting your campaign budget. Speak to industry professionals who will assist you in setting a realistic budget:

 

Source: Digital Marketing Institute

 

3. How do I measure my campaign?

If you don’t have a measurable objective, a campaign is simply an idea. It’s essential that you identify which channel-specific metrics you want to measure and track. Trackable high-level metrics include SEO, social media, email, landing page and lead capture actions. Within each of these, certain influential signals will be analysed and interpreted. For example, if you want to track SEO throughout the campaign, then indicators such as click-through rate, bounce rate, time on page and conversion rate should be priority data touchpoints. Accurate supporting data is essential for gauging whether or not your campaign achieved its goals.

4. Who is your audience?

Obtaining accurate data hinges on the premise that you have a defined market/audience at which the campaign is aimed. Numerous factors can be pertinent here but the basic criteria upon which you can build include age-range; gender and geo-location. For more advanced factors, please read Should I Use Online Marketing For My Business? In that article, we discussed and explained what a conversion funnel is and how it works. Primarily, it helps you refine your target audience even further through pinpointing the stage of customers’ journey along the path to purchase.

The bottom line is that extensive market research is needed to ensure you use the correct marketing tools for your campaign. It’s best to focus on a few marketing mediums instead of risking your message being too thinly spread across potentially inappropriate platforms for the campaign.

 

How do you distribute your marketing campaign?

There are four kinds of media distribution channels. Here are a few examples.

  • Paid

Ads that you have paid to be listed. Examples include Paid Media; Display Ads; Remarketing.

  • Earned

Any piece of content about or produced by your company that organically appeared on mainstream media channels. E.g. blog posts; social media posts.

  • Shared

Content that is specifically written/designed for your brand to be circulated by users. This is mainly found on social media platforms such as Facebook, Twitter and Instagram.

  • Owned

Content that you produced and distributed across various marketing channels, such as websites and accounts on social media platforms.

 

Each has dedicated types of marketing approaches. This decision is dependent on your target audience, budget, as well as brand engagement preferences. Expert full-house digital marketing agencies will explain and recommend the correct tactics for distribution depending on the campaign’s goal.

How do I convert leads into customers?

5. How will my campaign drive the desired action?

Earlier, we spoke about the importance of the campaign needing to be data-driven because it will determine whether the desired action will (or will not) be achieved. In addition to tracking pre-planned metrics, other marketing conversion assets such as effective call-to-actions (CTAs) and lead-capture forms should be integrated into your campaign marketing plan, all of which is best facilitated by a professional agency.

 

Assessment of your campaign

The post-campaign assessment consists of measuring, analysing, as well as interpreting tracked and monitored data. It provides you with objective, real-time insight into the traction of each marketing channel. From there, you can determine the strengths and weaknesses of the campaign. Don’t be disheartened by areas that didn’t work out as planned. Campaigns are dynamic entities; every element is part of the learning curve.

 

6. Was my campaign effective?

Many businesses will say their campaign was successful because it attained the goal. Yes, while this is a good indicator of performance, it really comes down to whether it provided you with valuable information that gave you an ROI that is proportional to the number of resources that were used. For example, if you accomplished your goal but went over your budget, there are clearly improvements that can be made next time around.

Now, as you begin your next marketing campaign efforts, apply the collected data to its corresponding elements. Our expert team at Fio Agency can help you streamline the process. We employ a world-class team of digital marketing gurus who are well-versed in all the touchpoints we discussed.


What Is The Difference Between SEO & SEM?

Search engine optimisation (SEO) and search engine marketing (SEM) are digital marketing terms that are often misinterpreted and used interchangeably, but when you delve into the details, their fundamental differences, as well as benefits, are revealed. Collectively, they fall under the umbrella term ‘Search Marketing.’ 

In this article, we’ll explain the difference between these two acronyms, discuss their benefits and find out how they complement each other. 

 

What is SEO?

SEO is the process of gaining website traffic from a search engine’s organic (unpaid) results. The search engine (like Google for example) utilises ‘spiders’ that once a search enquiry is typed into the search bar, are released and ‘crawl’ the internet looking for the websites that best suit the keywords in the search query. For most businesses, SEO forms an essential part of a search marketing strategy which drives a robust online presence.  

A solid digital footprint provides you with the ability to be recognised by search engines, which in turn allows you to be seen by your target audience. Regular SEO website optimisation is also required to maintain ranking on Google’s sought after page-one search engine results.

 

Factors that ‘spiders’ consider can include but are not limited to: 

 

  • Quality and relevancy of the content

Search engines favour websites that contain well-written optimised and relevant content. It conveys a message of validity as well as reputability.

  • User experience

The spiders will give preference to websites that offer a seamless experience. A website should be fast loading, easy to navigate and most of all, provide clear answers for users’ queries. Remember, that you only have approximately eight seconds to make a meaningful first impression; if not, the user will find another site that meets their needs.

  • Domain and page authority

Global SEO authority, Moz developed a search engine ranking score that ‘predicts how well a website will rank on search engine result pages (SERP). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.’

The company also developed a powerful SEO metric called Page Authority. It ‘predicts how well a specific page will rank on the SERP. Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.

At the time of this article’s publication, Internet Live Stats recorded 83,314 Google searches per second. Your business can be in the first 10 search results if SEO is implemented correctly. There are a plethora of other factors that are considered, but it requires a lot of technical knowledge and expertise.

SEO is a continually changing part of the digital marketing industry primarily due to the frequent changes in Google’s algorithms and therefore, for optimal SEO, it’s best to consult with a digital marketing agency that specialises in this marketing tactic.

 

The benefits of SEO

 

Here are the key takeaways from what has been discussed.

 

  • SEO is a foundation of lead generation.

Through effective implementation of SEO marketing strategies, which can include targeted social media and content marketing, quality leads can be obtained and nurtured to increase the chance of a conversion. 

  • SEO can increase conversion rates.

Achieving and maintaining top position on a SERP will enhance your conversion rate because your target audience will become familiar with your brand, increasing your brand’s reputation in the market. This leads to trust and loyalty, which translates into sales.

  • SEO assists in establishing brand awareness.

SEO ensures that your brand can be found easily by your target market through organic search. By holding page-one rankings, users will recognise it as an authority in your chosen industry. Brand awareness will continue to escalate due to a continuous influx of high-quality traffic.

SEM and PPC

SEM has also been defined as ‘buying traffic through paid search listings’, according to Search Engine Land. So, it’s safe to say that SEM refers to Paid Search with specific emphasis on pay-per-click (PPC). 

Pay-per-click (PPC) is a marketing tactic whereby advertisers pay a fee every time a user clicks on their ads. This term has been used to describe paid advertising online with the specific intention of driving traffic to one’s website. PPC is effectively a billing model within Paid Media and there are many billing models which support website traffic. 

All advertising channels, ad formats and targeting means are considered when developing a Paid Search plan for the best return on investment (ROI).  

 

What is SEM?

Search Engine Marketing (SEM) is a marketing approach involved in the promotion of websites by enhancing their visibility in search engine page results through advertising.

SEM offers marketers the flexibility and opportunity to measure results. It’s only through objective analysis of collected data that you will know whether marketing efforts successful. The implementation of SEM complements a variety of marketing strategies.

Types of SEM activities

  • Implementation of targeted paid media ad campaigns.
  • Researching and applying appropriate keywords to create targeted content.
  • Making sure that advertising activities fall within an allocated budget
  • Applying key performance indicators (KPIs) such as click-through-rates (CTR) and cost-per-click (CPC) towards future advertising opportunities.
  • Optimising on-page and off-page components of the digital assets with rank organically on Search Engines. 

 

How does Search Marketing work?

It’s best to illustrate the connection using the following example.

 

If you set up a PPC advertisement but don’t optimise the ad or the website to which it links, it can be seen as an example of SEM. However, if you optimise your site as well as your search content with well-researched keywords and implement a budget behind it to boost it on targeted audience’s search pages, then you’re working with a combination of SEO and SEM, collectively known as Search Marketing.          

They work in unison to establish and maintain the strength of your website’s online presence through top-spot ranking on SERPs. Through this, brand awareness and reputation can be recognised by your target audience. The services and/or products that your brand offers can be monetised through SEM, which plays a significant role in your business’s revenue growth, leading to a lucrative return on investment (ROI).

At fio.life, we employ a team of digital marketing specialists who work together to ensure that your business is visible online and contains well-written, relevant content. We want you to reach your target audience, improve engagement and make more sales.


Does My Business Really Need to Use Social Media?

The inception and evolution of social media platforms are continually shaping the way businesses communicate and interact with existing and prospective customers about their products and/or services. However, is it an indispensable marketing channel for every business?

In this article, we’ll discuss and analyse social media from a holistic perspective to determine if it’s a necessary investment for your business. 

What is Social Media?

Billions of people use social media, and we hear terms associated with it daily, but what is it actually? The credibility of a result relies on the depth of the understanding of the concept; so, let’s set the stage by defining the (now) common global term, ‘social media’.

Social media is a computer-based technology that enables the sharing of content, including ideas, opinions and information with virtual communities. Reasons for using social media include but are not only limited to interests, staying in touch with friends and family; staying up to date with news, entertainment and networking. The inherent design of social media to work in harmony with the internet is what brought it to the fore as a valuable digital marketing platform. It allowed users to fulfil the basal need for instant gratification. It can be argued that the concept of social media can be explained from a scientific perspective.

The Science of Social Media

Please note that the following theory is conjecture.

For those of you who took physics in high school, you’ll remember the theorem that speed is equal to the distance over time; distance equals speed multiplied by time and time equals distance over speed—shown below.

The uniqueness and power of social media are that it accomplishes each variant of the equation; thereby, satisfying business-to-customers’ needs for the dissemination and receiving of relevant, valuable information quickly. 

Essentially, whichever way you look at it, a piece of content can be sent speedily, travel a long distance to reach a targeted audience in a minimal amount of time. It could be debated that from a holistic perspective, the intrinsic design that facilitates ‘social media physics’ is the main reason why the integration of social media strategies needs to be incorporated into a marketing plan. 

Do you currently have a social media presence? If not, this is the time to speak to digital marketing experts who are well versed in account creation that can be tailored to suit your business’ needs. Now, let’s whet your appetite by discussing the benefits that social media marketing can offer your business.

The Benefits of Social Media for Business Marketing

In this case, social media is being leveraged as a marketing technology (also known as martech). It allows businesses to perform numerous multimedia activities; these include but are not limited to photo sharing, blogging, social gaming, setting up and participation in social communities, video sharing, promotion of content and the ability to connect with business networks. 

No matter which type of activity is utilised, users have the ability to interact with the content, which provides businesses with measurable, trackable data to determine which social media marketing methods are gaining the most traction, and which aren’t. Therefore, you must have an agile social media marketing plan that is flexible enough to boost the aspects that are showing positive performance and review, correct and re-implement underperforming elements. 

Below are six pertinent benefits of social media marketing. 

1. Drives targeted traffic

Social media content should be written strategically so that it can convey the same message (and context) across the plethora of social media platforms. Businesses should already have an understanding of which platforms drive traffic that will generate quality leads, but that’s not always the case.

If you are a brand-new start-up and are still in the process of finding your audience, it’s recommended that you make an appointment to have a marketing strategy consultation with a reputable digital marketing agency. If you’ve already implemented certain social media platforms, it is also a good idea to ask for a social media audit which involves a thorough analysis of all account pages and key information to determine overall performance on social media channels. Based on the results, experts will discern the types of marketing strategies that will assist you in finding, reaching out and interacting with your audience. Once applied, it will start driving quality traffic to your social media account pages which can increase the potential for reach and engagement.

2. Increase reach and engagement 

You’ll find that as your target audience becomes more defined, it will open up opportunities to diversify ways through which you can increase your reach and engagement. These metrics must be continually tracked and analysed so that you have measurable data on which to base the types of content that you post. 

For example, you may find that Instagram, on which you post visual content, is leading audience engagement. In this case, you should double down on the frequency of posting relevant, valuable content to maintain the trend. Conversely, if Twitter has dropped in audience engagement significantly, tweaking or building a new strategy that emulates your Instagram strategy may be necessary.

We live in a digital era where ‘content is king’; however, that content needs to align with users’ behavioural trends and in turn, satisfy their needs. The online space is extremely competitive, and the reality is that if you don’t have a presence, competitors will take advantage and you’re likely to be forgotten.

3. Boosts SEO 

If this is a new concept to you as well, here’s a short explanation. ‘Search Engine Optimisation is the practice of acquiring quality website traffic organically (unpaid) by improving every feature of your online presence to ensure you achieve better engagement with your customers.’ Google has said that social media signals (such as mentions and/or shares) do not directly influence page ranking factors in search, but there are other ways that social media can positively affect SEO. 

Search Engine Journal explains three ways that social media can benefit SEO. The best opportunities for social media to help your organic search efforts include

  • Creating link opportunities

The difficulty here is that even the best content creators cannot link to something that they either don’t understand and/or know about. So, the onus is on the recipient to share and link to your content. This is another reason why a continuous monitoring of user behavioural trends is necessary for anticipating the type of content that has the potential to be popular and linked to by influencers.

  • Increase positive brand mentions

This can be achieved through fostering authority and gaining loyalty from your audience. So, it’s beneficial to have a working strategy to continually focus on ‘true brand fans.’

According to web influencer Neil Patel, ‘While social shares may or may not affect a web page’s position in search listings, your social profiles definitely influence the content of your search results. In fact, social media profiles are often amongst the top results in search listings for brand names.’ He also makes a pivotal point that social media channels are search engines as well. ‘We need to understand that search engine optimisation includes the search that happens on social media search engines.’ It’s critical that you understand and embrace this notion when considering whether social media is a worthwhile investment for your business. 

The bottom line is that SEO is a process that should be implemented to ensure that you’ll be seen by an online audience that can be built into a social media community. This, in turn, can increase the potential to generate quality leads that can result in conversions. 

4. Advertising on social media  

Here’s a quick definition of social media advertising for those of you who may not be familiar with the concept. A social ad markets a brand’s product/service by way of appearing on social media platforms. This type of ad, in particular, needs to grab attention very quickly; if not, users will scroll past it with no acknowledgement. Therefore, the ad should be accompanied by a multimedia element, e.g. picture, video, GIF or infographic. The description is short and should have a strong call-to-action (CTA).

The advantages of social media advertising include
  • Cost-effectiveness

Social ads are relatively lower in comparison to other advertising methods.

  • Brand visibility

Billions of prospective customers use social media platforms daily, which optimises the chances of enhancing brand awareness and building of a solid reputation.

  • Audience segmentation

This variable becomes important once you have established a large, loyal audience base. It allows you to advertise to specific users that fit pre-defined criteria. We discuss audience segmentation in another article entitled, Should I Use Online Marketing for My Business?

5. Drive revenue growth

Are you sceptical about how your business will receive a favourable ROI from an investment in social media marketing? Everything that has been discussed works in conjunction with each other to provide a return on your investment. There are many influencing factors, but ultimately, it’s your audience that is your ROI. They are the ones that spread brand awareness organically, read the quality of relevant, valuable content posted on social media platforms which fuels reach and engagement.

An article published by Forbes, explains that Facebook has over 2 billion, Instagram has 800 million, and Twitter has about 330 million monthly active users” So, it can be deduced that there is no shortage of followers and communities in the digital space who if targeted correctly, can potentially become high quality leads. Your ROI is also dependent on how you treat and manage your communities that you have worked tirelessly to obtain. If a user feels disengaged because you aren’t catering to their interests anymore, they will leave. So, how do you keep the attention of your audience? The answer is by implementing effective, personalised community management.

Your social media channels should never languish. Users want to know that they are part of the business’s community and can feel assured that they belong to a network of like-minded people.  Community management focuses on building authentic, long-lasting relationships with your audience. It’s critical to ensure that this is done correctly; that’s why it’s advisable to consult with a digital marketing agency that specialises in all aspects of social media

6. Audience retention

You don’t want a customer to make a once-off purchase. So, you need to have a strategy in place that sustains and strengthens their loyalty to your business. You want to add customers to your community so you can keep them coming back as frequently as possible. The best way to achieve this objective is through remarketing. This is a digital marketing strategy that serves targeted ads to people who have visited or made any action on your website. Remarketing is a useful tool for a business to promote a service offering and/or product or to achieve a specific goal such as generating more quality leads. ‘Spend time fostering your community by engaging with your followers through comment replies, direct messages, or reposting their content,’ says social media guru, Crystal King.

Furthermore, remarketing of your most successful content can be used in conjunction with your platform-centric social media strategies to increase engagement. This is why it’s fundamental that all content is tracked to identify which content your audience enjoys. 

The ability to regain traffic loss is one of remarketing’s best facets. It lets brands re-engage with visitors who were on the site previously. Primarily, it offers your brand another chance to reach out to your audience and customers. The combination of SEO and referrals via targeted social media campaigns is a reliable method to recapture customers who have a higher likelihood of converting.

At fio.agency, we believe in the power of social media and advocate it as a necessary investment for your business. Our team of specialists have the knowledge and tools to either begin or enhance your online presence, develop strategies to attract your ideal audience as well as manage your virtual communities.


Do You Know What These Business Acronyms Mean?

So, you’ve decided to embrace your entrepreneurial spirit and start your own business – that’s fantastic. However, you’re going to encounter some obstacles along the way. 

One of the first things you need to do is learn the language of business, which includes many confusing acronyms. Below are examples that need to be understood and implemented.

IP – Intellectual Property 

Intellectual property (IP) is all the elements of your business that are novel or original, basically the pieces that separate you from your competition. Your IP needs to be registered with The Companies and Intellectual Property Commission (CIPC) which explains that ‘IP can exist in various forms; a new invention, brand, design or artistic creation.’ Certain IP can be registered so that another company cannot legally replicate them. 

Two prominent types of IP protection

TM – Trademark

Logos, words, letters, numbers, colours, a phrase, and even sounds can carry a registered trademark. A great example is Nike’s famous phrase Just Do It™. The trademark identifies the goods (which, in Nike’s case, would be sports shoes and apparel) as completely distinctive from those of other traders. Only Nike has the right to use, license or sell under the trademark. If another company uses Nike’s phrase, they can be prosecuted for trademark infringement.

© – Copyright

A copyright protects specific categories of work which include but are not limited to music, art, literature and computer programmes such as Microsoft Word©. CIPC explains that copyright is ‘an exclusive right granted by law for a limited period’. Most of these categories are automatically protected. The only exception is cinematograph films which do need to be registered. Unlike a trademark, for work to be entitled to copyright, it needs to be original and in a material form.

USP – Unique selling proposition

What makes your business unique? Why should consumers buy your product and/or service? Once answered, these two questions will unveil your unique selling proposition (USP). 

An article published on Entrepreneur South Africa explains that ‘one way to start is to analyse how other companies use their USPs to their advantage. This requires careful analysis of other companies’ ads and marketing messages.’ A USP is more than the characteristics of a product and/or service; it’s what is being sold. For example, the American retail giant, Wal-Mart says that it sells bargains.

Bargains are the USP peg on which Wal-Mart bases its marketing strategy. Other USP pegs include product characteristics, price structure, placement strategy (location and distribution) or promotional strategy. If you are struggling to define your USP, a full-service digital marketing agency can assist you through marketing strategy and consultation sessions. 

POC – Proof of concept

Imagine that you’re pitching your product to potential investors; they ask you about your POC, and you hand them a prototype, their faith in your business acumen will fade. POC and prototype are often used interchangeably, but they are two different things and serve separate purposes. 

A proof of concept is an experiment or exercise used to test an idea, design or theory. Its primary purpose is to demonstrate and verify its functionality and what can be accomplished in its development. A prototype, on the other hand, is the resulting interactive model that shows design, functionality and layout. 

ROI – Return on investment

ROI is one of the most common business terms. It’s a performance metric that is utilised to gauge whether or not a business is profitable. This is a central measurement that needs to be carefully tracked and analysed because it will determine whether your business is meeting its financial objectives, whether there’s scope for scaling or if it may be at the right stage to attract investors.

At fio.life, our independent financial advisers can help you assess your ROI and provide steps for expansion or improvement. The bottom line is that a profitable business should have a net positive ROI.

With the understanding of these acronyms, you’ll be in a better position to shape your start-up business’s identity.


Are There Any Marketing Methods That Can Withstand a Pandemic?

At this moment, many South African businesses are searching for ways to withstand the adverse financial consequences of the coronavirus pandemic. In this article, we’re going to explain why this is ironically an opportune time to consider digital marketing as a relief measure for your business.

Here are five powerful marketing methods that can be implemented now to sustain and even strengthen your market positioning. 

Personalise your brand messaging

It may sound trite but personalising your message to your audience is a critical part of a successful marketing strategy. However, personalisation is much more intricate than simply adding someone’s name to a generic email; you need to delve deep into the mind of your consumer to gain valuable knowledge about user demographics and behavioural segmentation. Even though it may sound counter-intuitive, automation is the ideal way to personalise advertising because it allows you to create messaging that is dynamic, aligning with users’ search intent. 

Let data drive content

Content for content sake is a complete waste of money, effort and precious time. Whether it’s on your website or social media platforms, every piece of content needs to be viewed from a holistic perspective, i.e. what is the long-term benefit of posting social media campaign content on Facebook instead of Twitter or LinkedIn?

The answer should be based on results from comprehensive SEO strategies as well as tracking of specific performance metrics. 

Introduce explainer videos

Explainer videos are pieces of audiovisual content that explain and showcase a product, service or business theory in a way that connects with the audience as quickly as possible. These types of videos are ideal for distilling complex concepts into easy to understand chunks.

It’s no secret that Google’s algorithm favours websites that provide video content. More visibility equals more organic traffic which can lead to sales. If you’re not sure where to start, speak to industry professionals to ensure that video is part of your marketing strategy today.

Guest blogging opportunities 

Authority, trust and loyalty are three marketing elements that can boost your business from obscurity into an industry leader. Consider integrating influential guest blogging into your content strategy. You’ll find it forges a reciprocal relationship: guests can use their posts to leverage their expertise, and you can power your blog as a reputable resource hub to drive organic lead generation.

Embrace live streaming

Content can be live-streamed on multiple popular platforms such as YouTube Live, Facebook Live, Periscope and Twitch. It is cost-effective and easy to produce. Appropriate video and audio equipment, a reliable Internet connection, an encoder, as well as a reputable streaming platform is all you need. Furthermore, the majority of live streaming services provide you with valuable metrics so that you can objectively evaluate the performance of an event or campaign. Livestreaming also has the potential to reach a broader, previously untapped target audience.

A new-normal is currently being shaped. These marketing strategies will provide you with agility and flexibility to adapt and increase the visibility of your business. 


Identifying & Adapting to New Consumer Behaviour Trends

The lockdown extension has intensified alterations in social behavioural trends. Everyone is adapting to new circumstances, and marketers need to align with the dynamic. Proactive methods of collecting relevant data to gain an accurate picture of current behaviour developments are necessary. But where do you start?

Three salient questions need to be answered if marketers wish to help their clients through this turbulent time.

  1. How to respond during the crisis?
  2. Where should businesses allocate budgets during the pandemic?
  3. How to anticipate changes in consumer behaviour?

Should digital marketers help businesses respond during a crisis?

Absolutely. However, businesses need to respond in a way that provides value and reassurance to consumers. One of the primary methods to objectively determine an appropriate response is through an analytical audit. Through systematic analysis and interpretation of supporting data, your market positioning can be identified, and the value your business provides can be built into a marketing strategy that is adaptable to the current social environment.

Where businesses should allocate budgets during the pandemic

Multinational media communications company, Dentsu Aegis Network (DAN) stated in an article published by marketing information hub, WARC, suggested a media mix on which businesses should focus their budgets to satisfy present-day user behaviour.

  • Increase: Digital, e.g. official media, short video, social media presence, news and info sites
  • Maintain: Over-the-top (OTT), e.g. On-demand video streaming services  
  • Minimise: Out-of-home (OOH) media and advertising, e.g. cinema, airport

The anticipation of changes in consumer behaviour

Research has shown that content is being consumed online at an exponential rate and at this juncture, digital marketing is well-positioned to provide businesses with targeted approaches that will aid in anticipating evolving consumer behaviour. 

CNBC, the number one business and financial news network in the world, postulates that consumer behaviour now and for the foreseeable future centres around ‘three elements: protect, entertain and connect.’

Based on the abovementioned elements, it’s fair to predict that promotion of essential items, social media, access to news and information websites as well as video content should be integrated into business’ marketing strategies as soon as possible. An article published in the New York Times found that ‘minutes spent on news sites has increased by 46% in the same period as last year. And since people can’t hang out with their friends in real life, they’re connecting virtually — on every platform possible.’

In terms of brand messaging, businesses need to establish a balance between keeping users satisfied while also remaining sympathetic to the consequences of the pandemic. Our mission, at fio.agency, is to help businesses achieve their objectives. As a full-service digital marketing agency, we can assist you in moulding your marketing strategy. Ways in which we will accomplish this for you include

  1. Create and/or increase social media presence.
  2. Communicate with your ideal audience through strategic, well-written content.
  3. Optimise business’ content for SEO

We believe this time presents an opportunity for businesses to pivot their strategies to align with contemporary user behaviour. Leave a lasting impression today that earns consumers’ trust for the future. 

Need a helping hand? Contact us to schedule a strategy and consultation session and a FREE digital marketing audit. Our team of professionals is always here for you. 


Shifting Online: Building Brand Resilience During a Pandemic

After South African president, Cyril Ramaphosa’s announcement of a lockdown extension until the end of the month, hard-hit industries absorbed another ‘punch to the gut’. A lot of business owners may feel disheartened; however, this is the time when the strength your business’s character and proactivity is vital. As you ride out the storm, you can still use SEO to build and sustain brand resiliency.

Expand your brand through doubling down on SEO

Google has 200 ranking factors that determine whether or not you make, retain or lose the coveted page-one placing. Significant factors include but are not limited to

  1. Website architecture
  2. Inbound links
  3. Meta tags
  4. Page speed
  5. Content structure
  6. Keyword intent

The frequency of continued implementation of these factors on your website is crucial. Therefore, Google’s algorithms will pick up businesses that cut SEO budget as the search engine will recognise stagnation in website activity.

Give businesses a much-needed lifeline

Digital marketers have the unique ability to provide for their clients during the most restrictive times. The reality is that the number of people online is increasing exponentially; they are consuming and looking for new content. So, this is the perfect time to grab their attention by increasing your online visibility. Technically sound, bespoke SEO strategies which include targeted optimisations are the answer. Businesses who metaphorically shut down their online presence will be in a reactive position once restrictions are lifted.

Boost awareness

Remember the saying, ‘out of sight, out of mind’. If people don’t see you on SERP, you are likely to be forgotten. The power of expertly developed and executed SEO strategies will ensure you remain visible, sustaining your spot in search results. Top-of-the-mind awareness by customers will become an advantage once the storm calms down and businesses can resume trading.

Distance yourself from your competition

As mentioned earlier, many businesses are assessing their budget, and because they are cooped up in their homes, many may feel that putting money into SEO is a waste of time, but that can’t be further from the truth. A pandemic won’t stop Google from working. As you read this, people are searching, and Google is ranking; ironically, now can be seen as the best time to grasp the opportunity to oust your competitors. The length of the pandemic is indefinite, therefore, use the time for continual optimisation, and you’ll be in a strong position when competitors begin spending money on SEO again.

Long-term marketing: Life after the pandemic

No one knows when it will happen, but the pandemic will eventually pass. SEO is not a quick fix, but rather a long-term strategy. There is no timeframe, but it’s logical to put more effort into expanding your marketing tactics now so that when the time comes, you’ll be in a position to optimally serve your customers. The bottom line: Stay safe, stay well but don’t underestimate the value of SEO during lockdown.

At fio.agency, we take a holistic approach and through contrarian thinking our SEO strategies will help you capitalise on attaining a page-one spot. In so doing, potential as well as existing customers will see the value of your brand and increased visibility during volatile times solidifies authority and consumers’ trust.

Not sure where to start? Contact us today for a free SEO audit.


Online Consumer Behaviour is Changing: The Benefits of Increased Content Engagement

We believe that relevant, valuable content is king. The Content Marketing Institute states that ‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.’ Creation and re-optimisation of content will help your business rank for keywords that matter in the current social situation. Here are four benefits of focusing on reassessing your content.

Offer value now to generate sales later

The strategic use of content is a crucial method through which valuable brand to customer relationships are created and sustained. In pre-COVID-19 circumstances, the value would usually be measured through the selling of products and/or services. However, social circumstances have changed; the value a business can bring to its customers may not currently be in the form of sales. Rather, offering help and being sympathetic to the current situation. Value needs to be viewed as a dynamic, tangible entity that makes customers’ lives better in their current environment. There are numerous ways in which this objective can be achieved.

Assure your audience your business is still open

Effective content breaks barriers to deliver a message even during an unprecedented pandemic. Think about the current situation: your audience is at home being bombarded by COVID-19-centric content – they’re craving non-corona content – give it to them! There are many different types of content including but not limited to

  1. Blogs

Blog content is effective because it allows you to combine it with other marketing channels such as social media and video platforms.

  1. Infographics

An Infographic is a fun way to blend text and visuals into eye-catching content. Furthermore, they are a quick, cost-effective way to break down a topic into digestible pieces. They are linkable, sharable and did you know that our brains process visuals quicker than text?

  1. Video

Video provides you with the opportunity to offer a widespread amount of information in a short space of time. It’s easy to produce, cost-effective and can be posted on a plethora of social media platforms.

  1. User-generated content

User-generated content (UGC) is considered to be one of the most powerful marketing tools because it’s an example of consumers’ trust in your brand. Ask your audience to participate in campaigns and other collaborative activities such as posting photos on Instagram. It will ensure them that even in uncertain times, they are still a priority for your brand.

Re-optimise your content

New content isn’t going to rank immediately, and coronavirus coverage is going to dominate SERP. Therefore, we recommend that to stay visible businesses spend time on re-optimising content that has already been written. Blog posts and/or landing pages that rank well on SERP but aren’t driving organic traffic are perfect examples of content that can be re-optimised. Updating of content works in synergy with SEO. During a time of crisis, developing proactive content and SEO strategies that align with re-shaped objectives will help you increase traffic to businesses’ websites.

Consider using the extra time on your hands to speak to us about a free website content audit.

Ensure your strategy is relevant for the current marketing environment

Our team of digital marketing professionals will advise and recommend optimal ways to develop compelling content strategies to achieve favourable results in the current landscape. This can include but is not limited to increased reach, user engagement and lead generation. Boosting awareness to attract prospective customers as well as communicating with your existing customer base are essential elements in a tactical, effective marketing plan.

It’s beneficial to speak to us at fio.agency to schedule a marketing strategy consultation. We’ll work with you directly to sculpt a new strategy to leverage the value your business can provide customers at this time.


How to Use Content Marketing to Build Your Brand

We’ve all experienced the scenario: After a sip of your morning coffee, you open your email and are greeted by a barrage of information that has no relevance nor offers any value to you. Let’s get this right once and for all, sending content (in any format) that isn’t targeted to an audience and doesn’t help solve a prospect’s issue, provide relevance and value, isn’t content marketing; it’s simply dissemination of information.

The Content Marketing Institute states,

‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.’

Does your business have a defined, effective content marketing strategy in place? In this article, we’ll educate you about the most effective types of content marketing so that you can gain insight into the best ways to target your ideal audience and boost sales significantly.

The different types of content, and why you should use them

Today, the different types of content available aren’t mutually exclusive; they can (and actually, should be) integrated to provide prospects with enticing user experience.

Blogs

Blogging seems to receive an increasingly lousy rap. Search ‘blogging is dead’, and you’ll find
a litany of articles claiming it’s become an archaic marketing method. Too many people focus on the term ‘blog’ without looking at it from a holistic perspective. The truth is that blogging as a concept isn’t dead, but the landscape has changed drastically, and so the ‘adapt or die’ adage is apt in this context. With a few tweaks, you can implement blogging as part of your business growth strategy.

Ways to grow your blog
  1. Combine other platforms
    Think about the last article you read. Unless you were looking for that specific
    article, the chances are that you didn’t go directly to the company’s blog page to read the article. It’s more likely that you saw it on a social media platform such as Facebook or Twitter and clicked through to the relevant page.Social media platforms are content sharing, relationship builing, traffic-driving juggernauts. So, if you haven’t already, set up your own pages on these popular platforms and link to your blog articles.
  2. Complement your blog with video content
    Video has grown exponentially over the last few years. Take a look at some of your competitors’ websites, and you’re almost guaranteed to see video content. This begs the question, ‘why has it become so popular?’Three words: engagement and trust. Video enables you to give users a peek into the inner workings of your brand. It’s also much easier for users to find out more about who you are. By conveying your personality and values, users gain the all-important human element of your business, which will determine whether they can relate to you, and ultimately foster trust.Video blogs (known as vlogs) give your business the ability to deliver tailored, visual content to your audience. It’s a much more productive way for the creator to voice an opinion and/or insights. The primary goal is to communicate on a deeper, more personal level with an audience.
  3. Invest in copywriting
    Copywriters specialise in writing relevant and valuable brand-appropriate content that has a conversation with your target audience and, in turn, assists in converting prospects into customers.

There is no doubt that blogging is definitely NOT dead; it’s evolved.

Videos

As mentioned above, the value of video marketing is growing at an phenomenal rate and is producing revenue growth for many businesses. It could be argued that one of the primary reasons for this growth is because it is easier to produce, cost-effective and can be posted on a plethora of social media platforms.

YouTube is the perennial video marketing platform but features on other platforms such as Instagram Stories are gaining traction – some businesses are building their brand solely on this platform. The benefits of video marketing include

  1. Users share videos: Users who watch a video with content that they find appealing and valuable can easily share it with followers/fans/friends on various platforms, particularly Facebook, Twitter and Instagram.
  2. Video ads are ideal for mobile devices: Users are more likely to watch short videos (around 30 seconds) to the end and therefore have context and a good understanding of what you’re advertising.
  3. A lot of info in a short time: Video advertising provides you with the opportunity to offer a comprehensive amount of information in a short space of time.

Furthermore, through video, all of the services that are being discussed can be marketed effectively. This is a content marketing tool that is going to continually evolve, providing businesses with new, unique ways to engage with their audience. The claim can be substantiated by new research conducted by Wyzowl that strongly suggests that video content for 2020 and beyond. The research found that:

  • Video remains a key priority for marketers.
  • Marketers feel more positive about the return on investment offered by video than ever, as it continues to strongly influence traffic, leads, sales, and audience understanding.
  • Usage and spend on video marketing are likely to increase yet again in 2020.
  • People watch significantly more video than ever before.
  • Consumers continue to use video as an integral part of their journey with brands and are excited to see even more video content in the year ahead.

The research also found that ‘88% of video marketers reported that video gives them a positive return on investment (ROI).

Do you have a video marketing strategy? Consult a marketing firm that specialises in
content creation and marketing.

eBooks/How-to-guides

We’re not talking about electronic novels here. Instead, from a content marketing
perspective, eBooks and/or how-to- guides can be seen as long-form content. They serve as a medium through which prospective and existing customers obtain valuable, relevant information. Long-form articles are suited for businesses that want to offer their audience in-depth insights into a particular topic that REALLY adds significant value to an audience.

Neil Patel, one of the top online marketers in the world explains, ‘you should create long-form content because it will get you more of what you want: more online visibility (social shares, links), more proof of your authority and industry expertise, and more material for altruistic community building and engagement.’

We can’t emphasise the value of gaining authority in your industry. If your brand is revered as the go-to resource in highly competitive and saturated markets, you’ll

  • Dominate Google search rankings.
  • Have high visibility across all marketing channels.
  • A massive digital footprint and a loyal customer base.

Patel also says that when thinking of a topic, it’s important to think about

  • Keywords and search queries (What are people looking for?)
  • Existing analytics (What content do you already have, maybe on your blog, that’s performing well?)
  • Target audience (Who are you going after? What makes them tick? What do you know about them?)
  • Competition (What else is out there? Can you beat it?)

Remember, you may have a stunning piece of content, but if no one can find it, it may as well not exist. So, a sound SEO and content strategy need to be conceptualised before you start writing.

Infographics

An Infographic is a fun way to blend text and visuals into eye-catching content.
Furthermore, they are a quick, cost-effective way to break down a topic into easy to
understand chunks. For example, if you want to present data, it will be much easier for consumers to recognise and relate to the content being offered via this medium.

A few more reasons why infographics should be part of your content marketing
strategy

  1. Our brain processes visuals better than text
    Nemanja Darijevic, Creative and Development Director of Pixel Road Designs, joined the renowned SEJ ThinkTank and provided the following facts.
    – Our brains process images 60,000x faster than text.
    – After three days, customers still retain 65% of visual stimuli versus just 10% of auditory stimuli.
    – Consumers are 80% more willing to engage with content that includes relevant images.
    – Content with relevant images earns 94% more views than content without images.
    – Images are the most important deciding factor when making a purchase, according to 93% of consumers.
  2. Linkable and shareable
    Infographics provide a valuable snapshot of the topic that is being discussed. They can also be linked to a more detailed article should the user want to delve further into the topic. In addition, infographics are also easily shareable through social media platforms. Interestingly, approximately 80% of marketers choose to use visual content for social media marketing.
  3. Can help increase sales
    Infographics assist in increasing sales because a business can convey a lot of easily digestible, valuable information to potential buyers quickly. They’ll know within a few seconds whether or not they want to purchase your product.
User-generated content

User-generated content (UGC) can be considered one of the most powerful marketing tools because it’s essentially an example of trust in your product/service. Crowdriff comments, ‘Boiled down to its essence, user-generated content is a vote of confidence. Your brand’s biggest fans are snapping photos, writing reviews, and publishing blog posts promoting your products or services — often without any prompting.’

The benefits of UGC include
  1. Putting your customers in the spotlight
    When using content that your audience has produced for your brand, you’re letting them tell your brand’s story for you – they’re ambassadors for your business. Furthermore, it gives your customers a sense that they are being noticed and valued; you’ve succeeded in building a relationship with them – that’s marketing gold.
  2. The proof is in the eye of the consumer
    There is no better way to prove that you have a fantastic product and/or service than by the consumer confirming it to the public. It verifies your vision, mission and values your brand represents and in so doing shows that you’ve stuck to your promises to the customers, strengthening credibility and authority.
  3. Consumers trust user-generated content
    People trust UGC because it’s created by people who have actually used the product and/or service and are very happy with the result. The opinions are objective, meaning they are generally unbiased and genuine. Crowdriff explains that ‘People also trust user-generated visuals over any other type of content. The numbers speak for themselves: More than two-thirds (72%) of shoppers are influenced by Instagram photos of a product. User-generated videos on YouTube get 10x more views than branded content.’
  1. Conversion funnels/lead magnets

    You may have heard of the terms: conversion funnel and lead magnet – what’s the
    difference?

    A lead magnet is a dedicated data-capturing marketing tool. Its purpose is to attract prospects by offering something for free such as an e-book, guide or discount on a future purchase. The key is that it has to be valuable enough for them to exchange their contact details for the offer. Once a prospect agrees to the terms and conditions, submits their details, they’re usually added to the respective business’s database. From there, they will often receive content such as newsletters or upcoming sales.

    A conversion funnel (also known as a sales funnel) represents the route that a user can take on the path to purchase; the trail narrows as the user progresses through various stages. Prospects who have converted from the lead magnet, are now in the database and added to the funnel’s first stage. This is known as top-funnel. Content sent to prospects at this point will be aimed at spreading awareness of the brand and provide more information about their services/products.

    Should a prospect respond in a manner determined by customised criteria, they’ll move down to the next stage of the funnel and receive relevant content to nudge them to the next stage. The aim is to move them along as smoothly as possible down the path to conversion (purchasing the product/service).

  1. Testimonials and Reviews

    Testimonials and reviews are other types of user-generated content, and they can play a major role in making or breaking your brand. The truth is that people want to know the thoughts of their fellow consumers. For example, you may be browsing for a product on an eCommerce platform, find exactly what you want, at a reasonable price, but if you see a slew of one-star reviews and unfavourable comments, it’s unlikely you’re going to make the purchase.

    Big brands such as Nike, purposefully use testimonials from top athletes to market their products; it adds that extra oomph of confidence that a prospective consumer may need.

    The bottom line is that each of these different types of content marketing has specific powers to capture, generate and nurture marketing qualified leads and retain customers. This plays a significant role in helping businesses achieve their desired objectives.

    Do you want to find out if your content marketing efforts are boosting or hindering your performance? Contact our agency for a stratgey and consultation session.


Should I Use Online Marketing For My Business?

Now that you’ve reached the point where you have hired and are managing your employees successfully, you need to find your audience and market your products/services to them. ‘Go where your customers are’ should be inherent within every decision you make, strategy you compile, and every campaign you execute. 

The benefits of online marketing over traditional (offline) marketing

One word: Communication

Communication with your audience is key and, unlike traditional marketing, the online marketing space has the capacity to provide a two-way conversation. Social media platforms provide brands with a means to Interact and engage with customers on a human level. Queries can be answered, and complaints can be resolved. This plays a substantial role in the customer journey as they travel down the conversion funnel.

However, this doesn’t mean that above-the-line advertising doesn’t have its place. TV and other mediums such as billboard and print advertising can be powerful, but integration with online marketing is essential to maximise reach to prospective customers. This can be as simple as displaying your business’ website and social media icons on the ad. 

 

What is the conversion funnel?

The term conversion funnel (also known as a sales funnel) represents the route that a user will take on the path to purchase; the trail narrows as the user progresses through various stages. We’ll take you through each stage in detail so that you have a comprehensive understanding of the mechanism. There are a few different interpretations of the funnel but for this article, we’ll be discussing the following stages.

  1. Awareness
  2. Interest
  3. Consideration
  4. Intent
  5. Evaluation
  6. Purchase
  7. After-purchase actions

It’s critical to be cognisant that every stage of the funnel serves is a data-capturing tool by which you can leverage customer retention (discussed in stage seven). 

 

Stage 1: Awareness 

Awareness is the first (and largest) stage of the funnel. Your potential customers (also known as prospects) are attracted to your business offerings through different marketing channels such as your website, paid media campaigns and content marketing. 

According to an article published in the Sophisticated Marketer Quarterly entitled ‘How to give your marketing full-funnel power’:

‘Brand awareness prepares the ground for demand generation from increasingly informed prospects, which then gives way to the crucial business of generating leads and working with sales to close deals and increase customer value.’ 

The great news is all of these channels can be used to magnify awareness online through Paid Media.

What is Paid Media?

Paid media is a marketing method that allows you to promote your products/services via sponsored social media posts, display ads, paid search results, video ads, pop-ups, and other endorsed multimedia.

The best way to reap the rewards of Paid Media is to hire an experienced marketing agency that specialises in this service to set up and operate campaigns for you. Furthermore, they will be able to analyse your current market positioning and recommend the most effective brand messaging to attract prospects to your products/services. As potential customers engage, leads are generated through the information that is collected. The data is then inserted into a lead management system which will assist in nurturing these leads as they travel down the funnel.

 

How does Paid Media support the conversion funnel?

The primary benefit is the cross-channel applications. As mentioned above, sponsored posts can appear on a variety of social media platforms and take top spots in Google search results pages (SERP). Every channel can link to the other, maximising your reach to a broad audience.

Paid Media creates a ripple effect that influences a variety of marketing goals. An article published on Medium, lists the following seven benefits.

  1. Amplify your reach
  2. Fit any budget
  3. Enhance your targeting
  4. Boost brand awareness
  5. Maximise your content marketing
  6. Gain access to mobile users
  7. Gather market insights

All of these benefits influence each other, working holistically to achieve marketing goals.

Stage 2: Interest

The prospects (now known as leads) move to the interest stage. Here, it’s key for the lead to learn as much as possible about your brand’s products/services which should include important information such as case studies and/or research to support any claims that you may make about your products/services. This stage provides you with the best opportunity to start creating relationships with your database of leads. It subsequently opens the door to introduce your unique market proposition, which, in turn, enables you to refine your leads into marketing qualified leads (MQLs).    

 

Recommended Service: Targeted Content Marketing

 

What is targeted content marketing?

Once you have a sound knowledge of your ideal audience and know exactly what they want, implementing targeted content, based on a defined content marketing strategy is a recipe for success. The primary benefit of this marketing method is that it allows leads to bypass the plethora of unconnected information on the internet and engage with relevant, personalised content. 

 

How does targeted content marketing support the conversion funnel?

One of the most prominent reasons for a potentially converting lead loses interest in your products/services and consequently your brand is because of cookie-cutter content. So, it’s imperative that you create content that speaks to them on a personal level; they should feel as if they’re having a conversation with you.

By virtue of knowing your audience, content can be personalised and speak to a specific segment of your prospects to maintain interest and entice them to move to the next stage of the funnel.

Stage: 3: Consideration

As mentioned above, at the consideration stage, leads change to marketing qualified leads (MQLs). What does this mean? An MQL is a lead who has passed through your marketing lead-qualification criteria that you believe needs to be satisfied; essentially, an MQL is much more likely to convert into a customer.

At this point, it’s advantageous to create a new segment in your database for leads who have become MQLs. The reason for this is that should they not progress to the next stage, you can remarket to them by communicating via numerous channels, using content that is relevant to them. E.g., It wouldn’t make sense to send an MQL a welcome email; rather, send targeted content informing them about a sale or another activity that is likely to garner interest. The ideal outcome is that it will facilitate a return and resume their journey down the funnel on the path to conversion.

 

Visual Content Creation and Content Marketing

Your target audience is watching more video content online every day, making it one of the most effective communication media for brands. So, if video advertising isn’t part of your marketing strategy, it should be – and that’s exactly what a full-service marketing agency can conceptualise, implement and execute for your business.

 

How does Visual Content Creation and Content Marketing support the conversion funnel?

This is essentially an extension of targeted content marketing but integrates visual content such as video and infographics to stengthen the targeted communication that you’re providing for your audience.

The benefits of visual advertising

  1. Users share videos: Users who watch a video with content that they find appealing and valuable can easily share it with followers/fans/friends on various platforms, particularly Facebook and Twitter. This fortifies content significantly.
  2. Video ads are ideal for mobile devices: The number of people watching videos on mobile devices is increasing exponentially. Users are more likely to watch short videos (around 30 seconds) to the end and therefore have context and a good understanding of what you’re advertising.
  3. A lot of info in a short time: Video advertising provides you with the opportunity to offer a comprehensive amount of information in a short space of time.
 

Stage 4: Intent 

At this point, it’s clear that the MQL is interested in your product/service and there is a high potential to purchase. So, you need to nurture them by providing a solid case for why your product is the best on the market. In order to achieve this, you’re going to have a defined strategy containing different ways to not only keep your MQL interested but to give them a reason to progress down the funnel. 

 

Recommended service: Strategy and Consultation

 

What is strategy and consultation?

Michael Porter, a strategy expert and professor at Harvard Business School, emphasises the need for strategy to define and communicate an organisation’s unique position and says that it should determine how organisational resources, skills, and competencies should be combined to create competitive advantage, which is vital in a saturated marketplace.

Mind tools explains that ‘a strategy at the business unit level is concerned with competing successfully in individual markets, and it addresses the question, “How do we win in this market?” 

However, this strategy needs to be linked to identified objectives. Competitive analysis, including gathering competitive intelligence, is a great starting point for developing a business unit strategy. As part of this, it’s important to think about your core proficiencies, and how you can use these to meet your customers’ needs. 

 

How does strategy and consultation support the conversion funnel?

Sound, well-researched digital performance strategies provide you with a clear framework and should be compiled for every stage of the conversion funnel. The goals will change depending on the relevant stage but the inherent purpose of generating leads that convert remains the same. The conceptualisation, implementation and execution of strategies requires a thorough knowledge of the marketing realm. Our agency offers consultations during which our team of experts will work with you directly to unravel your USP, review your current market positioning and business objectives. Based on the information that is gathered, we can provide you with practical digital performance strategies for each stage of the conversion funnel. 

 

Recommended service: Strategy and Consultation

 

What is strategy and consultation?

Michael Porter, a strategy expert and professor at Harvard Business School, emphasises the need for strategy to define and communicate an organisation’s unique position and says that it should determine how organisational resources, skills, and competencies should be combined to create competitive advantage, which is vital in a saturated marketplace.

Mind tools explains that ‘a strategy at the business unit level is concerned with competing successfully in individual markets, and it addresses the question, “How do we win in this market?” 

However, this strategy needs to be linked to identified objectives. Competitive analysis, including gathering competitive intelligence, is a great starting point for developing a business unit strategy. As part of this, it’s important to think about your core proficiencies, and how you can use these to meet your customers’ needs. 

 

How does strategy and consultation support the conversion funnel?

Sound, well-researched digital performance strategies provide you with a clear framework and should be compiled for every stage of the conversion funnel. The goals will change depending on the relevant stage but the inherent purpose of generating leads that convert remains the same. The conceptualisation, implementation and execution of strategies requires a thorough knowledge of the marketing realm. Our agency offers consultations during which our team of experts will work with you directly to unravel your USP, review your current market positioning and business objectives. Based on the information that is gathered, we can provide you with practical digital performance strategies for each stage of the conversion funnel. 

 

Stage 5: Evaluation 

Buyers are in the process of evaluation so that they can make a well-informed  final decision about whether or not they’re going to make a purchase. It’s usual for marketing and sales mechanisms to be used concurrently at this point to convince the MQL to buy the product/service.

Suggested Service: Targeted Campaigns 

 

What are targeted campaigns

At this point, the potential customer is more than halfway down the funnel. Now, it’s your job to nudge them over the threshold. This requires using specific information that hooks them so that it’s difficult to resist making a purchase. Once again, we specialise in this service and will help you craft enticing brand messaging. 

When a campaign is complete, the measurable data collected and analysed so that  the success of a campaign can be gauged. We can implement the necessary campaign tracking tools for you.  

Our holistic approach allows us to offer omnichannel campaign data collection, which means that we can track how various channels may interact and assess audience engagement. From this, we will be able to show you the strengths and weaknesses of the campaign and offer insight to help you leverage and refine campaigns that will have the best bait on the hook.  

 

Stage 6: Purchase 

You’ve reached the final stage of the funnel, congratulations! Your hard work has paid off. Your MQL is about to become a customer. It’s time for sales to take over and complete the transaction. 

Ensure that your website is designed and optimised for a user-friendly customer experience. This includes everything from the UX, UI and payment portal works perfectly. By removing any obstacles on your buyer’s path to purchase, they will be happy and likely to leave favourable reviews and refer other prospects to purchase your products/services. 

 

Stage 7: After-purchase actions

Loyalty 

 

You don’t want a customer to make a once-off purchase. Without a way to stay in touch with your online customers. So you need to have a strategy in place that sustains and strengthening their loyalty to your business. You want to add customers to your community so you can keep them coming back as frequently as possible. There are two effective ways by which this can be achieved:

A mailing list: After a customer has made a purchase, ensure that you ask them to subscribe to your mailing list, and offer them a reason to do so. For example, give a discount towards their next purchase. Also, punt the value they are receiving from signing up to your list.

Add icons that link to your social media pages in your mailers.

If you are going to send them content regularly in a mailer/newsletter covering various topics, make this clear up-front, and explain how they can benefit from the information. Be completely truthful because the second they see that not offering them what you promised, it is likely that they will unsubscribe or send any further correspondence to spam.  

Social media: Some customers may engage on social media platforms more frequently than email, and so offer follow buttons for all your social media accounts on your order confirmation page. 

Tell customers about the benefits of following your social media pages – whether it is exclusive weekly content about how best to use your products or monthly competitions, make sure communication is exclusive to social media channels.

 

Monitor Your Funnel

Optimising your conversion funnel involves research and a comprehensive understanding of what your customers want from you. This can be achieved by consistently evaluating success/failure at the various stages of the funnel. So, it’s important to constantly refine the touchpoints to attract more people into the funnel, and using supported data to entice them to move down the funnel to the point where they become advocates for your product/service and brand.

 

Advocacy

Professional marketer Breanna Hale, comments, ‘Having your customers so happy that they not only purchase (and re-purchase) from you, but refer more business to you from friends and family, and become an advocate for your product is one of the biggest indicators of success.’

Creating the best points of contact is indispensable for customer retention. Consider enlisting the services of a professional marketing company that specialises in website analytics and tracking.  

Analytics audit

What is an analytics audit?

Our primary reasons for conducting an Analytics Audit are to ensure the appropriate tools are being used to collect accurate data. We want to understand the data to provide valuable insights and detailed reports from which to develop actionable strategies. These tactics are fundamentally based on comprehending user behaviour.

 

The benefits include

  • Improving user experience
  • Conversion optimisation (potential for more sales)
  • Stronger, engaging content that leads to customers performing the intended action

Tracking refers to monitoring and analysing user interactions on your website. The data that is collected plays a significant role in refining organic as well as paid media marketing activities. Conversion tracking (a more advanced form of tracking) specifically specifies the path to completion of the whole process: a successful purchase. Tracking is a fundamental part for assessing whether paid media ad campaigns are successful. 

 

How does an analytics audit support the conversion funnel?

The primary question you need to answer here is, ‘what does your audience want?’ Specific data needs to be collected to give you a clear picture.  You’ll have access to vital metrics such as customers’ locations, product interests, names, and the possible reasons they may be buying your products. Through email and social media, you can begin to target them more specifically with content that is relevant to that specific type of customer.


Be Seen. Engage. Convert.

+27 010 021 0154
info@fio.agency

LISBON, PORTUGAL
Rua Santo Amaro 148, First Floor
Alcantara, 1300-516
Lisbon, Portugal

CAPE TOWN, SOUTH AFRICA
410 The Hills, Buchanan Square
160 Sir Lowry Rd, Woodstock
7925, Cape Town, South Africa

PRETORIA, SOUTH AFRICA
Selati Park, Suite 2, 36 Selati Street,
Alphen Park, 0081, Pretoria,
South Africa

We are fio.agency, a team of performance-driven, digital marketing and content creation specialists. Purely focused on ensuring your business is visible, relevant and authentically engaging with your target audience. We sign on all businesses – top-tier to entry-level, SMEs to agencies – worldwide.