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Marketing
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Marketing
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Thursday, 19 August 2010
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Covers everything from advertising and social media to email marketing and sales.

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Great work the design is nice, catchy title but ditch the slider - they are for people who aren't clear what their message is. You are clear, it's not necessary. If you need more content put it down the page. I would provide a second option for people too. i.e. mailchimp design, the main CTA is to signup but for those who don't want to straight away they can click or scroll to get more information. I still don't really know what you do, so I wouldn't be signing up until I did. Keep us updated.
Last replied by Dan Norris on Tuesday, 18 September 2012
Hi Laura Whether or not visitors/clients/customers will return will be largely determined by the life-cycle of the products or services you provide. Some products/services are only ever purchased once or at best infrequently by a customer and you may never see them again, while products such as consumables are continually repurchased, and providing you meet your customer's needs and expectations, they will return. Determine where you are on this continuum and devise a strategy to maximise sales one way or another. If you are making one-off sales then motivate your customers to refer your business on to their network. If you are making repeat sales then motivate your customers to return and purchase again. You will need to develop both these strategies and find a balance that works for your business. Keep in mind that your website is only one medium you use (you should be using at least 2 or 3) to communicate with your market. Start by developing broader marketing strategies and these will feed into your communication/promotional strategies. Change will drive your return rates and this will apply to your website as well. For example changes to product range, new technologies, diversification, sales and discounts, regular competitions should be actively communicated through your website. In this way your business will engage it's clients in a proactive manner, building interest and confidence in your brand and thereby motivating them to return. Another strategy is to excell at customer service. Look into how you can 'Brand' your business. In answer to your two questions above. 1) This will be determined by your product's life-cycle but you will need to develop a balance. Some businesses provide very niche services and can survive very profitably with even just 1 or 2 clients. Keep in mind that you are best to apply your business resources where you will achieve the greatest profit. A business I had 20 years ago grew very nicely on 80% repeat sales. I looked after my customer base with excellent products and customer service and did only a little advertising (we didn't have websites back then). 2) All this can translate into your website strategy. Engage your visitors. Provide interest. Devise ways your visitors can interact your your business and/or each other. Run promotions, ask for feedback and suggestions, provide free resources to help your customers make purchasing decisions. The e-newsletter is a great idea but make sure that while providing links back to your website they will see something different. Otherwise they will avoid you. Things to remember about managing your website. Does it engage it's visitors? Is your website aligned to your 'branding' strategy? Is your website user friendly? (ie: visitors can find what they want) Are you making the most of Google Analytics? Collecting the data is one thing; feeding that into your web strategy is another. Cheers Nigel Smith
Last replied by Nigel Smith on Friday, 09 December 2011
Putting the whole integrated digital marketing strategy aside, I use my business Twitter profile a lot (@MakingWebsites) to post cool links or share what others are saying. When it's something that takes a different perspective from the norm, I'll end up getting a few more followers from each tweet. Invaluable... yes.
Last replied by Dean Wormald on Sunday, 23 October 2011
You are welcome John, I hope you find this updated version more practical. By the way, if there is any functionality that would make Postcode Finder even more useful, let me know. I will try to implement it in the next update. Cheers.
Last replied by Arek on Thursday, 18 August 2011
Thanks Amanda for your suggestion. This is something I will definitely consider including in our marketing
Last replied by Sheron on Monday, 18 April 2011
Since I did not have much luck with responses, I have drafted a hypothetical case study on how maps can improve sales (full version on my blog http://all-things-spatial.blogspot.com/). Appreciate your feedback and I will be very happy to answer any questions about applying this methodology in marketing activities. Case Study Challenge: Your target market is property investors in Canberra and you have a budget for a letterbox drop of promotional materials about investment loan refinancing options to 10,000 prospects. Your objective is to maximise effectiveness of the campaign (ie. get the best return on your bucks!). Solution: The key to the success of your campaign is to know which are the areas that offer the best opportunity to reach your target audience. The easiest way out would be just to pick the most affluent postcodes and do your mailbox drops there. But is this the optimal approach? And which are those “affluent postcodes’? There is a good range of free information available from the Australian Bureau of Statistics that could help with the campaign but for this particular campaign there is even better free data source: statistics on personal returns from the Australian Taxation Office that show numbers of property investors in each postcode. Equipped with that data you can do a simple analysis classifying and sorting the postcodes based on a couple of variables: overall proportions of people claiming rental investment expenses in each postcode and the value of their claims in relation to the ACT average. This will allow to pinpoint specific postcodes with the highest probability of reaching the target audience (ie. the highest proportion of taxpayers claiming the highest loses). Focusing just on the postcodes with the largest number of property investors is not the most optimal approach since population counts in each postcode vary dramatically. So, the absolute number of investors in a given postcode may be high but proportionally to the overall number of people in that postcode, there may not be many prospects there. And besides, you would also want to find people with the largest mortgages to optimise your efforts. Therefore, that extra analytical step can be very beneficial. This way it is possible to derive a meaningful ranking measure of postcodes based on the concentration of people with sought after characteristics in each postcode. Mapping the results will help to visualise the location of your target audience and to manage distribution of promotional materials. Thematic map shown below is an illustration of the outcome of a simple analysis outlined above and shows detailed boundaries of target postal areas (dark red polygons indicate areas with highest concentration of target audience). [full report can be downloaded for free from: http://www.aus-emaps.com/reports/ ] Conclusion: The campaign should focus on postcodes 2600 and 2603 (with approximate number of 10,500 taxpayers and 2,675 total potential clients). Targeting these postcodes will give you the most optimal, 1 in 4 chance, to reach your audience. This case study demonstrates that running campaigns in an ad hoc manner cannot deliver optimised outcomes. Even if you have limited resources, simple analysis and mapping of the results can help immensely in maximising the return on your efforts.
Last replied by Arek on Wednesday, 09 February 2011
Hi Simon, Depends on the product but usually I want full access so I can make an informed decision about the total service and like to pay annually to get the discount. However monthly payments as a trend is gaining in popularity although it pays havoc with your cash flow! Cheers,
Last replied by Amanda Gome on Thursday, 18 November 2010

Wall

Adam Stanecki
Annne-Maree, are you using social media channels to grow a following? Twitter and Facebook are a great place to start. Create some content and get people interested in what you've got to offer. Follow people that you want to network with.

I've found that writing articles and submitting them to various publishers is a good way to get some exposure and also position yourself as an expert. It should allow you to point to your site as well (if you do it correctly).

A blog is another way to find followers.

And well written, well delivered email content to an opt-in mailing list is a great way to get your ideas out there to a lot of people.

These solutions aren't quick turnaround ideas but they develop a solid following over time.

Best of luck, Adam.
736 days ago
 
Simon Richardson
Annne-Maree this is a similar idea to squadhelp, 99designs (from NZ) and elance. I have used all 3 of these services, but I discovered them in different ways.

99designs for example had great press on mixergy.com and were actually a sponsoring partner for their webcasts. If you havent visited mixergy get across there and check it out - Im not affiliated in anyway I just love the site. May be opportunities for you too.

You goal is to match solutions and problems (you call them requests) - as I see it and Bill gates too.

"I believe that if you show people the problems and you show them the solutions they will be moved to act." Bill Gates...Can yo give some examples of problems so users can click on these as a starting point - Look at 99designs they do this well.

You need to get in front of people with problems that need solving. Don't create the demand - get in front of it and it will come to you.

I have looked at your website and my 1st reaction re the how it works tab is that there are a lot of steps. Seems quite time consuming...Can you group those steps into larger 'umbrella' steps and combine them in some way?

You're front page is great and has only a 4 step process identified. perfect...none of the sign up procedures on Tool-Log.com.au exceed 4 steps either.

Also I noticed when I go to register there are a LOT of fields on a single page to complete which is a little overwhelming. Same with the search...Look to google - A single input field - Your site presents an Advanced Search as the 1st option - You could simplify this.

Best of luck with a great looking site and a solid and proven idea.
763 days ago
 
Annne-Maree Denaro
Guys I need some advice.

My new venture is a BtoB site where businesses can post details of products or services they’re looking for, anything from a bookkeeper to a web developer, freight to PR – anything businesses need. Businesses who provide that product or service can then pitch their proposals. So it’s online tendering for SMEs.

castthenet.com.au

I’ve had lots of good feedback on the idea and the site but just need to get to some early adopters to take the plunge and actually post what they need in their business. It’s free at this stage.

How can I get to them? Any advice gratefully accepted.
780 days ago
 
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