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of 0
How to
ApproAcH
SociAl MediA
in 2018
CalCulating
the Value of
a
lifetiMe cuStoMer
wHAt You need
to Know
SSL for
BeginnerS
Why This is a MusT
for 2018!
5 Killer
wAYS to AMp
up Your
locAl
MArKeting
lick
ommunicator
C
The Digital Marketing Guide for Small Business
Upgrading
Powered By www.ClickMode.co.za
Local marketing isn’t easy. No kidding,
right? Marketing a local, brick-and-
mortar company requires a mix of
online and in-person marketing. If your
marketing isn’t getting the job done
right now, it could be because you’re
not hitting the right notes with your campaigns. Maybe you feel
scattered – or maybe youre just not sure which strategies should be
in your marketing mix. Read on because we’re going to dive into 5
ways you can amp up your local marketing in 2018
Contents
5 Killer Ways to Amp Up
Your Local Marketing
03
How to Approach
Social Media in 2018
The social media landscape seems
to change constantly. Facebook is
constantly adding new features and
tweaking their algorithms, and even
people who use social media to market
every day sometimes nd themselves
wondering how to keep up. The key is not so much trying to stay
on top of these changes as it is getting a handle on what your
marketing goals are. So – what is it you want to accomplish in 2018?
Let’s start there.
07
Welcome To
Click Communicator
Than
ks for checking out 4th 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
Calculating the Value of
a Lifetime Customer –
What You Need to
Know
Attracting new customers is the most
important marketing goal you can
have… Right? That’s what youd think
based on the way a lot of people
approach marketing. Brace yourself,
because the opposite is true. You’ll get
the biggest bang for your marketing buck if you make retaining
existing customers a priority. Are your long-term goals might be
suering as a result of your current marketing strategy?
13
Upgrading SSL for Beginners –
Why This is a Must for 2018!
Unless you’ve been hiding under a
rock, you’ve probably heard something
about upgrading your site with SSL. Its
been in the news a lot. But what does it
mean? If you’re confused about SSL and
why it matters, youre not alone. A lot of
entrepreneurs are wondering whether they really need to worry
about it – and what to do if the answer is yes. So, let’s break it down.
18
CLICK COMMUNICATOR IS BROUGHT TO YOU BY
Click Mode 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 dollars 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 Click
Communicator and feel free to reach out to
us anytime.
Killer Ways to
Amp Up Your Local
Marketing
Local marketing isn’t easy.
No kidding, right?
Marketing a local, brick-and-mortar company requires a mix of online and
in-person marketing. You need to be thinking about how to connect with
current and prospective customers on the web, but you can’t aord to
forget about local connections and the fact that many of them happen in
the real world.
If your marketing isn’t getting the job done right now, it could be because
you’re not hitting the right notes with your campaigns. Maybe you feel
scattered – or maybe you’re just not sure which strategies should be in
your marketing mix.
We get it. There’s no one-size-fits-all solution for local marketing, but there
are methods that are proven to be eective. Here are five killer ways to get
your local marketing on track.
5
As you probably know, online
directories and crowd-review websites
are an excellent way to get the
word out about your business. On
these sites users can post reviews of
local businesses. These sites have
become a first stop for consumers
and it’s easy to understand why. 80%
of all consumers say that they trust an
online review from a stranger as much
as they would a recommendation from
a friend.
To use these sites, you’ll need to start by
either claiming existing listings or
listing your business. Once you do
that, you can update your profile.
You should make sure to:
» Verify your name, address, and
telephone number
» Add your store hours
» Add the URL of your website
» Post pictures of your business
Marketing local companies online
doesn’t stop with SEO. You can also
target your ads on Facebook and Google
AdWords, so they display only to local
customers.
The benefit of this, of course, is that you
pay for advertising based on the number
of impressions your ad makes. Narrowing
your audience to only local searchers
means that you’ll have a better chance
of getting the clicks and conversions
you want.
Location targeting makes sense. The
more carefully and accurately you define
your audience, the more new customers
you’ll be able to attract. And, you’ll also
have an easier time connecting with
existing customers!
Google AdWords and Facebook both
oer locational targeting, and using it
can make a big dierence in the success
of your marketing campaigns.
DIRECTORIES
1
TARGET YOUR ADS TO
LOCAL CUSTOMERS
2
Going forward,
make sure to monitor
your reviews and respond to customer
comments and complaints as quickly
and professionally as possible. Even a bad
review can be a marketing opportunity!
If it’s been a while since you updated the SEO
on your website, then it’s time to revisit it. Why?
Because for local businesses, SEO can spell
the dierence between success and failure.
Local SEO uses keywords that include lo-
cal words. For example, “children’s clothing
boutique” is a general keyword; “Minneapolis
children’s clothing boutique” is local.
Using local keywords can help you land a spot
in Google’s coveted 3-pack. This is the group
of three business listings that appears at the
top of each page of local search results. The
companies whose listings are in the 3-pack
get the lion’s share of the clicks, so you want
to be there!
Other aspects of local SEO to update include:
» Getting your company listed in local
business directories
» Standardizing your NAP (name, address,
phone number) listings anywhere they
appear online
» Using local keywords in your URLs if
possible
» Adding local keywords to tags on your
website
These things all help raise your profile and make
it easy for local customers to find you online.
You expect to spend some money
on marketing and advertising, but
wouldn’t we all prefer to get referrals
from people who know us? Referrals
are free, and they’re likely to be pre-
qualified, too. After all, few of us refer
a friend to a business unless we know
they’re interested in it!
You can look for online referral net-
works and local networks, as well. It’s
possible that your Chamber of Com-
merce or a local business organiza-
tion has a working referral network.
Checking with online resources may
be helpful, too.
Referrals can come from people
in similar or related businesses. For
example, the owner of a bakery might
team up with a party planner to get
referrals. These businesses have a lot
of overlap, so referrals make sense.
If your area doesn’t have a referral
network and you can’t find one
online, don’t give up! Instead, start
one yourself. Reach out to other
businesses in your area and suggest
that you might be able to help one
another by making referrals.
UPDATE YOUR
LOCAL SEO
3
JOIN A REFERRAL
NETWORK
4
COMBINE YOUR MARKETING
EFFORTS WITH A NEIGHBOR
5
Sometimes, marketing can be a solitary aair. You
might feel that it’s a burden you have to bear on
your own – but what if that weren’t the case?
One of the best ways to give your marketing eorts
a boost is to pair up with one or more of your
business neighbors. Here are a few suggestions:
» You can agree to keep one another’s
business cards and brochures on display in
your establishment, so your customers can
see them
» You can team up to co-sponsor a local
event
» You can oer joint promotions (buy
something from us, get something from
them at 10% o)
» You can oer package deals where you
bundle your products together, sell them
in both establishments, and share in the
profits
These are just a few ideas. Pairing up
with one or more local companies
is a great way to increase your
visibility, attract new customers,
and make yourself an indispensable
part of the community.
Local Marketing Is a Must…
While the world marketplace is
an increasingly global one, many
consumers prefer to shop close
to home. They understand that
buying local products and services
supports the community and cre
-
ates a positive climate for residents
and business owners alik
e.
These five marketing musts can
help you shepherd your compa-
ny to new levels of success in the
c
oming year.
ONE OF THE BEST WAYS TO GIVE YOUR MARKETING
EFFORTS A BOOST IS TO PAIR UP WITH ONE OR
MORE OF YOUR BUSINESS NEIGHBORS.
How to Approach
Social Media in 2018
Where is social media marketing going in 2018?
Good question. The social media landscape seems to change constantly. Facebook
is constantly adding new features and tweaking their algorithms, and even people
who use social media to market every day sometimes find themselves wondering
how to keep up.
The key is not so much trying to stay on top of Facebook’s changes as it is getting
a handle on what your marketing goals are.
So – what is it you want to accomplish in 2018? Let’s start there.
Setting Social Media Marketing Goals
One of the great things about social media
marketing is how versatile it is. Whatever
goal you want to achieve, you can do it us-
ing social media.
The problem that a lot of companies run
into is that they don’t know what they
want. They end up taking a scattershot
approach to social media marketing. As a
result, they:
» Don’t meet their goals
» Lose money
» Throw good money after bad
How do you avoid these things? The an-
swer is simple. You do it by taking some
time to think about what you want to ac-
complish it, and then planning how to do it.
Here are some of the common goals:
» Increase brand awareness
» Drive trac to their website
» Re-engage existing customers
» Building an online community
» Boosting engagement
» Building a list
» Making social sales
You might want to do all these things, but it’s
not going to help you focus your eorts if you
don’t prioritize the goals that you value most.
We suggest picking three goals that will be
your priorities in the coming year. You may
have secondary goals as well, but your top
three will determine what you do on social
media – and how you do it.
Need us to help you set-up your goals?
Your next step must be deciding on the
specific strategies and tactics you’ll use on
social media to achieve your goals.
This is where social media marketing
can be a little overwhelming. There are
many potential strategies to consider.
For example:
» You might connect with influencers
and oer them payment or incen-
tives to talk about your brand
» You could set up a posting schedule
to increase engagement
» Designing a Facebook ad could help
you generate leads or build your list
» Setting up an account on Instagram
might help you attract younger cus-
tomers
The more specific you are about your so-
cial media marketing goals, the easier it will
be to choose the strategies that will help
you achieve them.
For example, if you want to make influenc-
er marketing a priority in 2018, you might
do some research and mak
e a list of poten-
tial influencers to approach. You could also
give some thought to what kinds of things
you would want your influencers to do, and
quantify the results you hope to get.
The strategies you choose should be spe-
cific to your goals and appealing to your
target audience. If you’re eager to attract
male customers, for example, then a dedi-
cated Pinterest campaign probably isn’t the
way to go.
Choosing Your Social Media Strategies
revamp your social media strategy
Social Media Trends for 2018
After you’ve identified your goals and chosen some general strategies, you can brush up
on the latest and greatest social media trends and see if any of them fit into your plans for
the coming year. Let’s break down some of the biggest and most important trends.
Live Streaming is more popular than
ever before. Facebook has made its
Facebook Live feature available to all users,
and it’s not uncommon to see streaming
videos from both brands and consumers.
Live Streaming provides marketers with a
way to connect directly with customers,
answer questions, and give an inside look
at their products, people, and services.
Augmented and virtual reality usage are
on the rise. While these technologies
are still new, the new iPhone 8 and iPhone X
feature virtual reality chips. Facebook Spaces
is still in the testing stage, but it’s expected to
go into wide release in 2018. VR is coming –
and many companies will be jumping on the
bandwagon.
1 2
Instagram Stories have been
around for a year, but marketers’
use of them is expected to skyrocket
in 2018. 200,000 people use it each
month, and if the trend continues, more
than half of all Instagram users will be
on board by the end of next year.
Influencer marketing is still on
the rise and is one of the most
popular ways for brands to
attract new customers. Big brands
may go after celebrity endorsers, but
choosing the right influential blogger
or Instagrammer can make a huge
dierence in your visibility.
The use of messaging platforms
has increased dramatically as
many companies integrate their social
media with customer service. Apps like
Messenger, Kik, and WhatsApp can be
used to provide immediate responses
to customer inquiries.
The popularity of Houseparty – a
new-ish digital hangout platform
– has prompted talk that Facebook
might launch a similar feature this
year. It could represent an easy way
for brands to “hang out” with their
customers in cyberspace.
We’d be remiss if we didn’t also
mention the trend that was inspired
by the recent Congressional inquiries
about Facebook advertising during the
election. You can expect a crackdown
on ad content in the coming months.
Most routine ads won’t be aected, but
it’s important to note that Facebook
is adding new AI monitoring as well
as human monitoring. It may take a
little longer to get ads approved in the
future, and it’s possible that glitches
and misunderstandings might occur,
as well.
3
4
5
6
New technologies, apps, and trends ap-
pear on the horizon faster than we can
k
eep up.
The keys to making your social media
marketing successful in 2018 are to:
1. Identify your goals as completely as
possible
2.
Choose strategies to help you achieve
your goals
3. Embrace new trends and technolo-
gies where they make sense
Do these three things, and your social
media approach in the new year will be
a successful one.
The Landscape of Social Media Is
Constantly Changing
Attracting new customers is
the most important marketing
goal you can have. That’s
what you’d think based on the
way a lot of people approach
marketing.
But is that the correct ap-
proach? Is your time (and
money) well spent if you focus
on attracting new customers?
Brace yourself, because the
opposite is true. You’ll get the
biggest bang for your market-
ing buck if you make retaining
existing customers a priority.
That doesn’t mean that attract-
ing new customers is a waste
of time. But it does mean that
your long-term goals might
be suering as a result of your
current marketing strategy.
With that in mind, let’s talk
about how to calculate the
value of a lifetime customer.
How much is it worth to hang
on to one customer?
CalCulating the Value
of a lifetime Customer
CalCulating the Value
of a lifetime Customer
What You Need to KNoW
You’ve probably heard the
statistics about the cost of ac-
quiring a new customer com-
pared to the cost of retaining
an existing one – but they
bear repeating.
Research shows that it costs
five times as much to get a
new customer to make a pur-
chase as it does to build loy-
alty with the customers you
already have.
Why is new customer acqui-
sition so expensive? It makes
sense if you think about it.
For example:
» Consumers require, as a
rule, 7 to 10 “touches” from
a brand before they’ll make
a purchase
» Only a small percentage of
the people who see your
ads or social media posts
will make a purchase
That explains it, doesn’t it?
You must work hard to attract
a new customer. It’s expen-
sive. Wouldn’t you rather put
your money to work keeping
the customers you have?
the Cost of aCquiriNg NeW Customers
You must
work hard to
attract a new
customer.
What happens when a customer
makes a purchase from you? It turns
out there are some psychological
quirks that kick in that make it more
likely they’ll buy from you again.
1. The Sunk Cost Fallacy tells us that
once we’ve spent money on some-
thing, it must be a good thing. We’re
more likely to give money to the same
source because it reinforces our belief
that we made the right decision the first time
around.
2. Choice-Supportive Bias is what makes us more com-
fortable buying familiar things than unfamiliar ones.
Our reasons for buying something might not be ra-
tional, but we’d rather stick with a product we’ve
already tried than choosing a new one. Think of it
as “the devil you know” in action.
3. In-Group Favoritism is a cognitive bias that Ap-
ple used quite eectively to create a feeling of
camaraderie and superiority among their
customers. In other words, identifying
with the Apple brand was something that
made their customers feel special – and
that increased their loyalty to the brand.
The takeaway here is that one-time cus-
tomers want to become repeat customers.
There’s a human inclination to be loyal and to
repeat behavior, and that’s one of the reasons that
it’s less expensive to keep a customer than to attract a
new one.
LoYaLtY
drives saLes
What Your Customers
are Worth
How much is a lifetime cus-
tomer worth? As you might
expect, the specific answers
can vary. One loyal custom-
er might spend ten times as
much as another. But that
said, there are some statistics
that can show you the aver-
age lifetime value of a single
customer.
The initial conversion rate for
any potential customer is very
low – usually between 3% and
5%. However, the conversion
rate goes way up when we’re
talking about repeat customers.
» A one-time customer has
a 27% chance of making a
repeat purchase
» A two-time customer has
a 45% chance of making a
third purchase
» A three-time customer
has a 54% chance of mak-
ing a fourth purchase
Let’s talk about what that
means in practical terms. If
a prospective customer has
only a 3% chance of con-
verting, it means that 97 out
of 100 prospects are costing
you money that you have no
chance of recovering. Pretty
grim, right?
But those 3 customers who
do convert are nine times as
likely to make a purchase as
any new customer would be.
One loyal
customer
might spend
ten times as
much as
another.
Just like that, your conversion
rate skyrocketed!
As you can see above, the
numbers continue to increase
over time. That’s due in part
to
repeat customers having a
comfort level with your prod-
ucts, as we discussed above.
Now, let’s use some hard num-
bers to get an idea of what a life-
long customer might be worth
to you. Let’s say that you
spend R1,000 a year on
marketing to new customers,
and a year, you attract 100
new customers. That means
that your cost per customer
acquisition is R10.00.
That number might seem
high, but you can’t
understand your acquisition
cost without in-cluding the
average purchase made by
customers and the
likelihood that they’ll buy from
you repeatedly.
If your product sells for
R20.00 with a 100% mark-up,
and you spend 25% of your
profits on overhead, you’re
looking at an initial return of
R7.50 per cus-tomer. In other
words, you’ve earned back
75% of what you spent to
acquire that customer.
Now, let’s look at what
hap-pens if that customer
buys from you repeatedly,
assum-ing all prices, mark-
ups, and overhead stay the
same:
» If they buy from you twice,
you’ll have earned back
150% of what you spent
» At three times, your ROI
goes up to 225%
» At four times, it increases
to 300%
As you can see, each addition-
al purchase puts you further
into the black with that cus-
tomer. If yours is the type of
product that people buy every
month or even once a year,
it’s easy to see why you would
want to retain that customer
for as long as possible. Even
if you spend a little money on
email marketing or loyalty pro-
grams to help retain them, it’s
still more cost-eective than it
is to find new customers.
Conclusion
Attracting new customers might
feel more exciting than retain-
ing old ones, but you’ve got to
ask what’s more important to
you: the thrill of attracting a new
buyer, or the money that comes
with retaining an existing one.
Personally, we’ll take the money
.
If your product sells for R20.00 with
a 100% mark-up, and you spend 25% of
your profits on overhead, you’re looking at
an initial return of R7.50 per customer.
UPGRADING SSL
FOR BEGINNERS
WHY THIS IS A MUST FOR 2018!
Unless you’ve been hiding under a rock, you’ve probably heard something
about upgrading your site with SSL. It’s been in the news a lot.
But what does it mean?
If you’re confused about SSL and why it matters, you’re not alone. A lot of
entrepreneurs are wondering whether they really need to worry about it – and
what to do if the answer is yes.
So, let’s break it down.
SSL stands for Secure Sockets Layer.
That might not mean much to you, but
it means a lot to Google. Here’s why.
SSL is the standard encryption used
to protect web users’ information
when it’s transmitted online. You may
have noticed that some websites’
URLs start with:
http://
While others start with:
https://
That “s” makes all the dierence when
it comes to security. When a user
gives you their personal information,
whether it’s an email address, a home
address, a cell phone number, or a
credit card number, they want to be
confident that thieves and hackers
can’t access their data.
It makes sense. SSL is the protection
that stands between your customers’
personal information and the dis-
honest online predators who want
to steal it.
What Is SSL?
What Is SSL?
The short answer is yes. At the be-
ginning of 2017, Google announced
that by October, it would start label-
ing any sites not using SSL as Inse-
cure. This was a change from their
previous policy, which highlighted
secure sites with a green padlock
webicon on the browser bar.
The bottom line here is that even
if you’re not collecting sensitive
information on your site, you don’t
want Google telling your visitors that
your site isn’t secure. Many of them
won’t stop to consider that they have
the option of not giving you personal
information. They’ll just leave.
That’s a bad thing for obvious
reasons. You want both your current
customers and potential leads to feel
that it’s safe to do business with you.
Once you’ve properly installed your
SSL certificate, Google will display your
URL with a gray padlock next to it. That
tells customers that your site is secure.
What if your website isn’t a place where you collect private infor-
mation? Do you still need to worry about SSL?
How to Upgrade SSL
The process of upgrading your SSL
and complying with Google’s new
rules isn’t a complex one, but it
might seem that way to beginners.
You’ll have to follow several steps to
get it done. We’ll run through them
here, but don’t worry if it seems like a
hassle. At the end of this article, we’ll
give you a link to a service that can
take care of the whole thing for you.
Here are the steps you should follow.
DETERMINE WHAT KIND OF
CERTIFICATE YOU NEED
There are three dierent types of SSL
certificates, and you must choose
the proper one to make your site
secure:
DV or Domain Validation –
suitable if you only need to
protect a single domain
OV or Organization Validation –
suitable if you must protect many
subdomains
EV or Extended Validation – suitable
if you must protect many domains
Most eCommerce stores will want
to choose the OV or EV certificate to
ensure that all areas of their site are
secure. You can find more informa-
tion about how to choose the right
certificate here.
Y
ou’ll have to verify ownership of
your site to generate the certificate.
ObtaIn Or purChase yOur
CertIfICate
Next, you must obtain your SSL
certificate to install on your website.
Some hosting companies oer
certificates at no cost, but you also
have the option of buying a custom
certificate. The costs may range
from less than R449 to more than
R2500, depending on your needs
or where you buy the certificate.
Keep in mind that the SSL certificate
you buy will need to be updated
regularly. Each certificate is good
for between one and two years.
Most sites that issue certificates will
allow you to sign up for automatic
renewals, so you won’t have to worry
about your certificate expiring.
A good rule of thumb is to pay for
a certificate only if you need to. If a
simple DV certificate will do and you
can get one at no cost, that’s what
you should do.
INSTALL YOUR CERTIFICATE
INSTALL PROGRAMMER
Now, it’s time to install your certifi-
cate. The specific installation process
will vary depending on your host and
server, and it’s not practical to list step-
by-step instructions f
or every option.
That said, the process of installing a
certificate is usually well-document-
ed and you should be able to find in-
structions that tell you how to do it.
The tricky thing about the installation
process is that it requires you to go
in and do a lot of redirecting and
tweaking to your site’s code after the
fact. Every link that redirects users to
the http:// version of your site must
be updated to redirect them to the
new, secure version.
It’s this part of the process that can
be a roadblock for entrepreneurs.
Without the specific technical
knowledge to do it – and without
time in their busy schedules – it can
be easy to overlook links and leave
your site partially or completely
unprotected as a result.
test yOur sIte
The final step is to test your site and
make sure that the SSL is working
the way it’s supposed to. There are
online tools you can use to do it, and
your hosting company may give you
a verification after you’ve completed
the installation.
Just remember that testing is crucial.
If you miss any step along the way,
you might end up with only a partial
installation.
here’s heLp If yOu neeD It
Whew – that sounds like a lot to do,
doesn’t it? The good news is that you
don’t have to do it on your own.
If you’d like a pro to help you upgrade
your SSL and prevent Google from
flagging your site as insecure, we
want to help! We know exactly what
it takes and can make the process
of installing and testing your SSL
certificate a painless process.
Click Here to request your free consultation
Online @ www.ClickMode.co.za Call us @ 082 203 4180
IS YOUR WEBSITE
ATTRACTING ENOUGH ATTENTION?
are you being found online?
We can help more targeted customers discover your
website starting next week.
The internet has the power to bring thousands of new
customers to your website but they need to be able to nd you.
If you need help getting your website in front of more potential customers, contact us today.