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Trends To Give
Your Business An
edGe in 2018
HAS YOUR
BUSINESS HIT A
PLATEAU?
6 WAYS TO
GET A (VIRTUAL)
LEG UP
ON YOUR
COMPETITORS
How to
Curate Great
Content for
HERE’S HOW TO GET THINGS
MOVING AGAIN
facebook
ONLINE
MARKETING
lick
ommunicator
The Digital Marketing Guide for Small Business
Marketing your business is easier than
ever thanks to the internet. Right?
Wrong. Well, not totally wrong – but
theres no denying that in some ways,
digital marketing complicates things
for small business owners. Before
the inter-webs, most companies were competing with only a few
rival businesses. With the internet, that all changed. Suddenly the
marketplace (and the competition) became global. Does that mean
you should give up? Absolutely not. The key to being seen online is
understanding what you can do to separate yourself from your key
competitors. Here are six ways to accomplish that goal.
Contents
6 Ways to Get a (Virtual) Leg
Up on Your Competitors
03
Has Your Business Hit a Plateau?
Here’s How to Get Things
Moving Again
Your marketing is ticking along,
delivering results and earning a solid
ROI. Then, suddenly, it isnt. What went
wrong? How can you get back on track?
The simple explanation is that you’ve
hit a plateau. You were climbing, and
now youre on the at. If you want your business to grow, you must
nd a new path to follow. The good news is that once you identify
where your business has plateaued, you can take simple steps to
correct the situation.
08
Welcome To
Click Communicator
Thanks for checking out our 3rd
issue of Click Communicator, your
online marketing resource guide for
small business. Each month we will
be covering topics that resonate with
local businesses just like yours.
Our goal is simple. We want to
enable you to do big things online, and
it all starts by breaking down the
complexities of marketing your
business online.
It doesn’t matter if you’re are
just starting out, or an established
business owner in your local
community, you can always benefit
from increasing your brand’s
visibility online.
To your Success,
Carol Dippenaar
How to Curate Great Content
for Facebook
Does hearing the words “Facebook
content” immediately tire you out
mentally? Do you cringe at the
thought of having to drum up original
posts every single day? Let’s be honest.
Nobody really wants to do that and
there is an easier approach to Facebook content curation. Here,
we will share four of the best practices in curating great content
for Facebook.
12
Online Marketing Trends to Give
Your Business An Edge in 2018
In 2018, you need a sales and marketing
plan that makes the best use of digital
marketing to create more visibility and
drive revenue. We’ve identied ve
major trends that should get your focus
in 2018. The businesses that are able
to best take advantage of these trends will get a huge leg up over
their competitors. To give your business an edge (and to make this
coming year more protable for you) read on to learn more about
these ve important online marketing trends for 2018.
16
CLICK COMMUNICATOR IS BROUGHT TO YOU B Y
Clickmode is the leading small business
marketing service in the Pretoria since
2007. We help small businesses connect with
more customers online.
If you want to build your business, you
need to market, it’s that simple. But you
can lose thousands of rands if you don’t
know what you are doing. So we urge you
to take action with some of the strategies we
recommend.
For a more “hands off approach, we
offer affordable solutions and can deliver
results. We hope you enjoy this issue of Clicks
and feel free to reach out to us anytime.
Marketing your business is
easier than ever thanks to the
internet. Right?
Wrong.
Well, not totally wrong – but
there’s no denying that in
some ways, digital marketing
complicates things for small
business owners.
What do I mean by that? Well,
before the internet, most
companies were competing
with only a few rivals. There
were exceptions, of course
– mail order companies like
LL Bean are a good example.
But for the most part, business
competition was a local aair.
With the internet, that all
changed. Suddenly the mar-
ketplace (and the competi-
tion) became global. While
some companies (those who
provide in-person services, for
example) still compete on an
exclusively local level, many
others find that they’re com-
peting with companies across
the planet.
Does that mean you should
give up? Absolutely not. The
key to being seen online is
understanding what you can
do to separate yourself from
your key competitors.
Here are six ways to accom-
plish that goal.
HOW TO GET A (VIRTUAL)
LEG UP ON YOUR COMPETITORS
Forget about what you’re
selling. What are you doing
for people?
When people research a
product or service online,
they’re looking for a solution.
It makes sense, then, that
your online marketing should
specify that you provide one.
For example, say you run a
meal delivery company. That
means you’ll be competing
against local companies as
well as big national brands.
If all you say is that you de-
liver meals, you won’t have
done anything to explain
what people can expect if
they choose your company
over your competitors.
Now, let’s say that your spe-
cialty is family-friendly meals
that kids love. The result that
your target audience wants
is no-fuss weekday dinners
they can get on the table in
a hurry.
There’s your outcome:
Stress-free weeknight din-
ners for busy parents. You
can see how approaching
your marketing from that an-
gle would be appealing to
your customers.
Focus on the Outcome You Provide
#1
What makes your product
special? There must be some
-
thing, or you won’t be able
to dierentiate yourself from
your key competitors.
Imagine that you’re marketing
a hair salon. There are probably
several others in your area – so
what makes yours special?
If you have tablets with a se-
lection of kids’ movies to keep
kids from wiggling around and
getting bored while their hair is
being cut, that’s something that
sets you apart from the other
options available.
In other words, your marketing
should focus on why a potential
customer should choose you.
What do you oer that nobody
else does?
Keep in mind that your unique
sales proposition doesn’t have
to be complicated. You might
simply have the lowest prices
or the longest business hours.
Whatever it is, though, make
sure to highlight it in your digital
marketing.
Find What Makes Your
Product or Service Unique
#2
Develop an Unforgettable Brand
#3
Be an Expert in Your Field
#4
If you expect people to become loyal custom-
ers, you need to give them a reason to keep
coming back to your business for what they
need. One way to do that is to know your in-
dustry inside and out.
What can you do to be an expert? You can:
» Read industry publications and stay abreast
of new developments
» Leverage your experience to gain insight to
your customers
» Learn about other topics relevant to your
customers
For example, if you own a sporting goods store,
you might educate yourself about sports med-
icine, nutrition, training, and related topics to
help you relate to your customers and make
recommendations to them.
Once your customers view you as an authority,
they’ll be willing to trust you with future purchas-
es – and to recommend you to their friends.
What happens when you combine the first two
items on this list with memorable graphics and
a unique voice?
You have an unforgettable brand – something
that defines your company and its products
and imprints them indelibly in your target audi-
ence’s minds.
It’s common for small businesses to make the
mistake of thinking that their brand is just their
logo. But let’s face it, Nike’s brand is about much
more than that distinctive swoosh.
If you take a minute to look at Nike’s website
or Facebook page – or any of their marketing –
what you’ll notice is that they have a consistent
brand that’s associated with:
Athleticism
Confidence
Challenging yourself
Overcoming obstacles
Positivity
These things are exemplified by their slogan,
Just Do It.” The written content, photographs,
and videos that Nike uses for marketing all ad-
here to their overall brand.
The more consistently and memorably you
identify and market your brand, the more likely
it is that your target audience will know you, re-
member you, and buy from you.
Any new customer who
comes to you is likely to have
questions and concerns about
your product or service. Will
you deliver on your promises?
Any marketing you do must
focus on overcoming poten-
tial customer objections. One
way to do that is to oer a
guarantee based on the re-
sults of the customer’s pur-
chase – and make it a better
guarantee than what your
competitors are oering.
For example, imagine you’re
selling HVAC systems. If re-
search reveals that your com-
petitors are oering a five-year
guarantee of their work, you
might consider oering seven
years or ten years.
A simple guarantee – provided
you can back it up – can do a
great deal to alleviate custom-
er concerns and convince your
audience to choose your com-
pany over your competitors.
Marketing rules are rules, right?
Well, maybe not. As the say-
ing goes, rules are made to be
broken.
In the end, any marketing ad-
vice you hear should be taken
with a grain of salt. The things
we’ve outlined here are univer-
sal, but they’re not clad in stone.
Do you have a brash market-
ing idea, the kind of thing that
none of your competitors is
doing? Give it a try! There’s
no reason you can’t take a
chance with your marketing.
The main thing to remember
if you venture o the beaten
path is that you shouldn’t do
anything to devalue your prod-
uct or service. Be bold but not
foolhardy. The risks you take
should be calculated ones.
Marketing is a science…
But it’s also an art. And every
artist knows that they’ve got
to take chances some of the
time. In the end, your market-
ing should make your busi-
ness successful and profitable.
Guarantee the Results of Your
Product or Service
#5
Break the Rules
#6
Your marketing is ticking along, delivering
results and earning a solid ROI.
Then, suddenly, it isn’t.
What went wrong? How can you get back
on track?
The simple explanation is that you’ve hit a
plateau. You were climbing, and now you’re
on the flat. If you want your business to
grow, you must find a new path to follow.
The good news is that once you identify
where your business has plateaued, you can
take simple steps to correct the situation.
Has Your Business
Hit a Plateau?
Here’s How to Get Things Moving Again
You know your business isn’t growing, but do you
know why? That’s the first step to determining the
way forward (and o that plateau.)
Businesses can plateau in several ways. Here are
some of the most common:
» Audience Engagement
» Web Trac
» New Customer Acquisition
» Lead Generation
» Conversion
» Overall Marketing
If you’re already tracking your marketing results you
probably know where your performance is falling
short. If you’re not, now is the time to start.
You may want to use a marketing platform to set
up tracked links. Alternatively, you can use Google
Analytics and some social tracking, like a Facebook
pixel, to evaluate your current marketing eorts.
Try to narrow down the results and home in on
your problem areas. If your website trac is strong
but social engagement is down, you can focus your
attention on that area to improve your results.
Mapping Your Plateau
If you’re getting fewer blog comments, social
media shares, and phone calls, then your audience
engagement could use a boost. Here are some
suggestions.
1. Make use of your email list by sending
a monthly newsletter or a new series of
emails. By sharing valuable information and
tips with your audience, you can increase
engagement and establish yourself as an
authority.
2. Share content regularly on social media.
For example, you might share your blog
posts, curate relevant articles from indus-
try publications, and post special oers for
your followers.
3. Always include relevant hashtags and a call
to action to encourage audience participa-
tion. It might sound obvious, but your fol-
lowers wont know what you want them to
do unless you ask them to do it.
Regular posting is the key to increasing engage-
ment. You can’t ignore your social media and ex-
pect people to click, comment, and share.
Audience Engagement
Your evaluation of your marketing stats reveals that
trac to your website has taken a dip. What can
you do to get things moving again?
1. Do a full audit of your website and identify
areas for improvement. For example, you
might want to do an SEO refresh and make
sure that each page is optimized for one
keyword.
2. Speaking of keywords, make sure to use
them in your page titles, headlines, and
subheadings, as well as in image tags for
the best results.
3. Increase your blogging frequency and pro-
mote your blog posts on social media.
4. Double check your information for accura-
cy and relevancy.
Your website can do a lot to attract trac, but you’ll
need to update it periodically to maintain a high lev-
el of visibility.
Website Traffic
Perhaps the issue you’ve identified is that your new
customer acquisition has slowed down. If that’s the
case, try doing these things to attract new customers:
1. Review your online listings and make sure
they’re identical. Many local businesses
have more listings than they realize and if
they’re not standardized, it can dilute your
online profile.
2. Add your location to your Facebook profile
to help customers search for you.
3. Start a customer referral program to incen-
tivize your current customers to bring in
their friends and family.
4. Partner with other local businesses to host
local events – and create unique local hash-
tags to use on social media to promote it.
Each one of these things can help new people find
your website and social media pages, as well as
coming into your store.
New Customer Acquisition
Does your business rely on having a steady
stream of qualified leads? If so, then having your
lead generation hit a plateau can be a real prob-
lem. Here are some suggestions to help you
counter the slowdown:
1. Create an irresistible lead magnet to en-
tice people to give you their email ad-
dresses. For example, you might create
a cheat sheet, a template, or a short
eBook to give away to new leads. Make
sure to create a dedicated landing page
for your oer.
2. Use targeted campaigns and personal
interaction to engage people on social
media. The more targeted you are with
your social media marketing, the more
leads you will be able to attract.
3. Put a call to action on every page of your
website not just on the pages that you
use to promote oers. You should always
ask visitors to fill out a contact form or sign
up for a mailing list.
The key here is to attract leads who are interest-
ed in what you have to oer. Once they’re on
your mailing list, you can work your magic to
convert them into paying customers.
Lead Generation
Conversion
Maybe you have plenty of leads and clicks, but
the trac you attract isn’t converting. How can
you fix it? Here are some tips.
1. Add customer testimonials (video testi-
monials are especially eective) to your
website.
2. Encourage customers to leave reviews on
sites like Yelp, Google, and Facebook –
and make sure to be responsive to positive
and negative reviews.
3. Update the wording, images, and calls to
action on your ads and landing pages.
4. If you haven’t already done so, create
special landing pages for each of your
oers.
These suggestions can help you overcome
potential objections and increase your conver-
sion rate.
Don’t Let Your Plateau Stop You…
Even professional marketers get it wrong some-
times. That’s to be expected – so you shouldn’t
be discouraged if you hit a plateau. Take a step
back, evaluate your results, and then take prac-
tical steps like the ones suggested here to get
your business moving again.
How to
CURATE GREAT
CONTENT for
facebook
Does hearing the words “Facebook content” immediately tire you out mentally? Do you cringe at the
thought of having to drum up original posts every single day?
Let’s be honest. Nobody really wants to do that. And there is an easier approach to Facebook content cu-
ration. It’s what we call the 70-30 approach: posting 70% original content and 30 curated content.
Social media content curation in Facebook is cost-eective and easier than having to create new posts
every time, so it has fast become a part of content marketers ‘content mix.
Here, we will share four of the best practices in curating great content for Facebook:
Use facebook analytics.
Any social media content curation strategy needs to be monitored for performance. Use Facebook’s “Pag-
es Insights” and “Audience Insights” to give you details about your audience that will help you tailor appro-
priate content for them, such as age, location, gender, income, careers, and more.
Pages
Insights
will also
show you
important details such as
which content posted on your page has performed well and what time of the day your audience usually
goes online. These analytics pages can be quite confusing if you’re not used to using tools like this, so
there’s definitely going to be a learning curve.
Go big on visuals.
The Facebook news feed prioritiz-
es posts accompanied with imag-
es and videos, so post photos and
videos frequently. Interesting vid-
eos also receive more reach than
a plain text, so curating videos is
part of most marketers’ Facebook
content marketing strategy.
One thing to be careful about is
using photos that are legal to use
or repost. This will keep you from
having copyright issues. The best
thing to do is to take the photos
yourself, but this is not always
possible, so what you can do is to
look for royalty free or stock pho-
tos on stock image websites like
Pixabay.com. You can also use
Canva.com for free.
Another way to find publicly re-
usable photos is to go to Goo-
gle Images, click on “Settings”
which you can find just below the
toolbar, then select “Advanced
search”.
What you’re looking for is “Usage
rights”. Click on the dropdown
box and there you will see options
according to the license of the
images. The safest bet is to select
is “free to use, share, or modify,
even commercially”, but choose
according to your needs.
Create a schedule and stick to it.
Regularly posting content on social media and your blog is sure to result in more engagement
and visibility than just posting sporadically.
So you need to plan your content ahead of time. Create a schedule based on what you learn from the Face-
book’s Insights, and stick to this schedule.
Content Is
Exactly Why
Your Audience
Comes Back”
Producing a steady stream of quality
social media content is vital these
days, and it’s the driving force be-
hind more engagement on your
Facebook page, and more trac
to your website. Just remem-
ber, all you need is 70% origi-
nal and 30% curated content
and you’re good to go.
Use a content curation platform.
Rome wasn’t built in a week,
and doing all of the tasks in-
volved in curating great con-
tent for Facebook (and oth-
er platforms) does take time
and eort.
To take some of the burden
o of you, consider using a
content curation platform that is
designed with small businesses in
mind or a digital marketing service
to take care of that on your behalf.
In 2018, you need a sales and marketing plan that makes the best use of digital marketing to create
more visibility and drive revenue. We’ve identified five major trends that should get your focus in
2018. The businesses that are able to best take advantage of these trends will get a huge leg up over
their competitors. To help you get you started — and to make this coming year more profitable for
you — read about the five important digital marketing trends for 2018 below.
to Give Your Business An edGe in 2018
online mArkeTinG Trends
ConTenT mArkeTinG To ATTrACT
And enGAGe ProsPeCTs
Content marketing is nothing
new, but it is definitely evolving.
Small business owners have gone
from simple blogging to more
complicated strategies involving
infographics, ebooks and more.
You don’t have to go all out like
that, but you should be providing
your audience some sort of value
through the content you post.
People want to be educated.
They want answers to burning
questions. They also want to
learn more about the things they
already do so they can do them
better.
Satisfy their need with content,
and you will win their attention.
Hold
their attention with consis-
tently awesome content, and you
can win their repeat business.
70% of people say they would
rather learn about a company
through articles than ads.
For this reason, around 90% of
businesses that advertise online
use content marketing currently.
Most are interested in shifting
rands from traditional ads to con-
tent, where they can find better
returns.
You should create engaging, in-
depth content with a strong visu-
al element to attract prospects.
Reach more people by learning
about the content they want to
consume and giving them more
of it.
If you stay in front of your pros-
pects through regular content
posting, you’ll increase the odds
of being first-in-mind anytime
someone requires your services.
When you can balance your ser-
vices & expertise with things your
audience wants to learn about,
you can hit a marketing sweet
spot. You’ll find bigger returns on
web trac, social media engage-
ment and lead generation.
You might not be into Facebook Live yet, but you probably should
be! Recent data from Facebook shows that people are 10x more
likely to comment on a Facebook Live video than otherwise.
Even if Facebook Live does not work for your busi-
ness, incorporating video into your marketing is
key. Consider that 45% of people watch more
than an hour of Facebook or YouTube vide-
os each week, on average.
Now, keep in mind that there are over
2 billion active Facebook users in the
world. A little bit of number crunchi-
ng reveals that approximately 1 billi-
on people watch one hour of video
a week. That’s a huge embedded au-
dience to explore!
Video holds much more attention and
communicates messages more eective-
ly than text or still images alone.
Recognizing this, small
businesses have been using
video and finding huge re-
turns. Whether as a type of
content or a paid ad, video
drives huge amounts of
engagement.
video ConTinues To dominATe
Research from Wyzowl indicates
that 79% percent of consumers
surveyed would rather watch a
video to learn about a new prod-
uct then read about it.
Also, “64% of customers are more
likely to buy a product online af-
ter watching a video about it.”
So, people are not only watch-
ing video but also remembering
what they see and actually buying
things afterwards!
Small business owners can start
working on their video strategy
easily by answering common
questions customers have —
either Live or as a prerecorded
release.
From there, consider repurpos-
ing some of your existing content
into short, informative videos and
uploading them directly to social
media.
Facebook ads have be-
come quite sophisticated
in the past couple of years.
They’re finally at a point
where even marketers for
small businesses can target
eectively while gain valu-
able audience insights.
Facebook has 1.3 billion active
daily users, and they made R104
billion in ad revenue in Q1 of 2017
alone. So, you know for a fact that
audiences are there and that
others are in on the game.
Without your own Facebook ad pres-
ence, your competitors are staying in
front of your customers when you
are not looking.
The average cost-per-click on
Face-book is just R23.58, which
means you it is a cost effective
way to reach your prospects
where they spend their time.
You
can put
your messa-
ge about your
business in front of
high value prospects, even among very specific demographics.
When you combine video and Facebook Ads you really start to mul-
tiply the impact. Recent data highlights the fact that social video
(basically any kind of branded video or advertisement) generates
1200% more shares than text and images combined.
FACeBook AdverTisinG To reACH ProsPeCTs
What exactly does ‘engagement’ mean? It means
this: over 75% of users will take action on an ad-
vertisement post in their feed. The key here is to
let your customers do the posting as much as
you do.
The same Yopto study found that 77% of peo-
ple are more convinced by user-generated pho-
tos of a product rather than professional photos.
Crowdsource your own content by asking loyal
customers for pictures of them using your prod-
uct. People love the attention, and you save on
professional photography, so it’s a win-win for all.
Another key thing to know about Instagram is how
powerful Instagram Influencers are.
When it comes to consistent engagement, Instagram is the number one social channel out there. That’s the
conclusion of a study done by Yopto, which found engagement rate on Instagram to be 45% greater than
on Facebook and 40% greater than Twitter.
insTAGrAm & inFluenCers
drive enGAGemenT
“Influencers” refers to people with lots of followers
and tons of engagement from fans. There are all ty-
pes of influencers, including subject matter experts
who post videos and photos related to their expertise.
Small businesses can tap into these influencers at a relatively
low cost. Case studies have shown that niche experts in your in-
dustry will drive direct sales trac without costing your compa-
ny an arm and a leg.
Take the example of RESCUE, for instance. RESCUE wanted to
push their range of natural products, and asked a number of mi-
cro-influencers and bloggers to share their personal stories and
include a “buy one, get one free” coupon with their post.
The results?
A 258% increase in Instagram followers — not to mention over
6,00 clicks to the coupon site.
Because of success stories like these, there is no question that
leveraging micro-influencers to drive conversion rates will be a
major trend in social media marketing going forward.
2/3 of the world’s population is
connected by mobile devices,
and people now spend more
time browsing on mobile com-
pared to desktop.
According to data collected by
SimilarWeb.com, 36.46% of Goo-
gle searches come from a desk-
top in 2017, while 63.54% come
from mobile. It is expected that
mobile use will continue to grow
in 2018, likely surpassing the 70%
mark by the end of the year.
The only conclusion you can
draw from this: You must op-
timize for mobile. Otherwise,
you’ll hurt the experience for
mobile viewers, causing them to
seek out other businesses that
can oer a better one.
What does being “mobile opti-
mized” mean in 2018? Looking
at your search results appear-
ance, for one.
Get found online by research-
ing how your page appears on
mobile search. Mobile searches
tend to bring up locally focused
information, so reviews and ac-
curate information about your
business matter.
For instance, 50% of local mobile
searches lead to store visits, so
having accurate information on
your hours is critical.
The continued transition to mo-
bile means people are searching
for what they want in the moment
at which they want it. Let’s say a
tourist is walking in downtown
Chicago and searches for ‘best
pizza’. How will they compare the
quality of competing restaurants
within walking distance?
want it. Let’s say a tourist is walk-
ing in downtown Chicago and
searches for ‘best pizza’. How
will they compare the quality of
competing restaurants within
walking distance?
Usually, they will look to reviews.
Research from BrightLocal
points out that 90% of people
search for reviews of a business
before visiting. That’s nothing to
sneeze at!
The quality and frequency of
reviews matters, so make sure
to ask customers for reviews
as part of your regular business
routine.
Also, ensure the information
available on your business from
Google is plentiful and accurate.
You can start by using Schema
markup on your contacts page.
Businesses noT oPTimiZed For moBile
Will Be leFT BeHind
Digital devices have
completely changed
how your customers
search for and buy
things.
accurate. You can start by using Schema markup on your contacts page. At the same time, make sure you
have accurate, updated directions to your business listed and your hours of operation updated.
All of these informative features need to be monitored and optimized for mobile use in order for you to
keep getting business — rather than scaring business away.
TAke AdvAnTAGe oF THese Five diGiTAl
mArkeTinG Trends For 2018 To Find
suCCess GroWinG Your Business
In 2018, competing online is no
longer an option.
It’s a must in order for your busi-
ness to survive.
To grow your business you must
apply a complete digital market-
ing strategy.
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Reputation Search and other digi-
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Click or call www.clickmode.co.za +27 82 203 4180
DO YOU HAVE BIG GOALS
FOR YOUR BUSINESS IN 2018?
Our team has the passion and expertise to
help you meet your online goals. No matter what they may be.
Connect with us today for a complimentary strategy session
(Valued at R2163) and get the conversation started.
YOUR CUSTOMERS ARE WAITING!
YOU SHOULD
» Social Media Marketing
» Search Engine Optimization
» Reputation Repair & Management
» Responsive Web Design
» Mobile Marketing
Because there’s never
been a better time to boost
your visibility online.
Whether you need: