The 360 Degree Marketing Group Blog

Why Market Research Is Vital To Your Business

Posted by Amy Baker on Mar 28, 2014 7:00:00 AM

Finding out who it is that you should be targeting is pretty much a common sense initiative that nobody in business should need to be told. Finding ways to appeal to your target audience and engage them is more of a challenge.

As a business in the most popular city in Australia, you already have an advantage over other businesses across the country: more potential customers. However actually finding out what they want involves market research, Sydney marketing demographics, Sydney buyer personas and just a lot of personal interaction.

 

Create a Business Plan

It’s very likely that you already have a business plan in place. It is also likely that you have included the important aspect of identifying your target market or audience. Once identified, you must then find out what it is that will appeal directly to them.

Even if your product has a wide ranging appeal, there is no sense in marketing to everybody. You should streamline your efforts by specifically targeting a certain demographic with a certain type of message. The reason for this is quite simple. Not all of us have a multi-million dollar marketing budget. We must use what we do have, and use it effectively. Our message will also seem more personal if it is aimed at a smaller percentage of people within Sydney.

 Market Research Is Vital To Your Business

 

Do Target Audience Research

First things first, you need to know what your target audience wants. You need to know how to reach them, and what will be of interest to them. This is where the market research comes into play.

There are two types of research: Primary and Secondary. Primary is when research has been carried out yourself. This is targeted research aimed at those you specifically wish to engage, and can consist of surveys, questionnaires and seminars in order to find out the answers you are looking for. This can be expensive obviously, and it is suggested that secondary research should be the first port off call to see if the information we require can be gathered from pre-existing statistics. Because the information that you require is almost certainly out there and is free to access. It is always going to be a good starting point. You may find that the information you manage to access is not quite as specific or focused as you would hope for, but it’s certainly worth the look.


Use Customer Profiling

After you have done this, you will then be able to start profiling your customers. The profiling consists of demographic information and psychographic information. The demographics refer to age, location ethnicity, marital status and gender.

The psychographic information refers to interests and hobbies, attitudes, values and general lifestyle. A combination of both of these factors will help you to identify the people that will buy your products, and also identify exactly why they will buy your products.

You should also find out what they do and where they go. Which social network sites they most often use, and which websites they find most appealing. There are various statistics specific to the Sydney demography, that measures website tragic in the area. This is free to access from the Australian Bureau of Statistics (ABS) and will give invaluable insight as you move forward with your targeted marketing campaign.

 Market Research Is Vital To Your Business

Create A Marketing Strategy

Once you have researched and identified the audience, the work doesn’t end here. You must now devise a method for reaching your people. Before you begin this, you need to consider how you are going to keep a track the sales, the interactions you have received and the general feedback from your strategy.

Even after you have come up with the ultimate marketing strategy for the task, things still don’t stop there either. Research should be never ending. You know how fast things move in this day and age, taking your eye off the ball for even a short period of time can result in you being left behind.

Keep an eye on your competition to see what they are doing and stay abreast of current market trends within your industry and other similar ones. Marketing needn’t be a constant headache, although it should definitely be a constant.

 

Discover how you can better measure your marketing success by downloading your free copy of the ebook: Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: marketing strategy, buyer personas, marketing research Sydney, business plan

The Weirdest Marketing Statistics

Posted by Amy Baker on Mar 25, 2014 7:00:00 AM

The world of marketing has changed beyond recognition in the last ten years. All this talk of SEO and content budgets may be foreign to many, for whom marketing used to be about the odd radio advert and a page in the local newspaper; but the really weird is yet to come!

The fact is that the internet is now the primary space for getting your business out there. When it comes to SEO, companies invest thousands every year to ensure that their online content can be found by as many people as possible. By 2015, it is expected that online marketing will account for 25% of the entire advertising market across the world.

Some strange and shocking marketing statistics that really help us to prioritise our marketing campaigns are never going to go amiss. Strap yourself in as you are probably going to be surprised when you learn that what you considered the best option for your business, may actually have been the least effective strategy you could have employed.

 

Shocking Marketing Stats

A quite shocking statistic for those who were led to believe they were making a wise investment in banner ads is that, according to Solve Media, you are over 450 times more likely to survive a plane crash then click on a banner ad. It is unclear how the wise folk at Solve Media came up with that stat, but suffice to say it highlights that people really don’t click banner ads anymore. Targeted marketing is something that people have wised up to pretty quickly, and 70% of users, and even more on social media sites, admit to finding these targeted adverts an annoyance; so much so that they deliberately ignore them. 

The amount of money that companies spend on social media has increased by 100% in the last year. By 2015 this is likely to have doubled once again. The ‘pure’ reason behind this is that 75% of consumers prefer to get to know a business through interesting social content rather than an advert. Providing value and insight is seen now as being far more pertinent to a sound marketing strategy than simply chucking an advert out there. 

People love pictures more than words. Articles that contain images get a staggering 95% more views than those with none. Pinterest which is still technically a relative newcomer to the social media world in comparison with other more established avenues. It is purely image based and it is now the 3rd most popular social media site in the world. Visuals are also processed 65,000 times faster than text.


Weirdest Marketing Statistics

 

Facebook Marketing Statistics 

A very interesting stat is that, on a weekly basis, on average; under 0.5% of any businesses Facebook fans or followers engage with them. Many put this down to content not being engaging, others debate whether or not people go on Facebook to look at potential companies and their business offerings, or if they are solely there to communicate with family or friends. It may be prudent to remember that Facebook makes its money from advertising - and wants to encourage businesses to invest in their page in order to get engagement. 

 

Mobile Marketing

The world of marketing has finally woken up to the power of mobile advertising. 4 billion of the 6.8 billion people on the Earth have a mobile device. This is 500 million more than own a toothbrush. I’m not sure how to feel about this statistic.

Most people have their mobile phone within arm’s reach at all times. By most people I mean 91% and by all times I mean 24/7.

Last year mobile devices overtook PCs as the most commonly used web accessing devices in the world, and last year 9 out of 10 mobile searches resulted in action, with over half leading to a purchase.

 

Market Research

Obviously market research is an integral part of any business; statistics can help you to make informed choices relating to strategy. Understanding your competitors and your target audience are achieved by extensive research. Research comes in two forms, primary and secondary. Your primary should be first hand collection from personal interviews or questionnaires and surveys. The secondary aspect is using stats that have already been published. Going to the Australian Bureau of Statistics is a great idea to gain insight into all manner of figures relating to economic and social behaviours

These are just a few random and interesting stats that are out there. It doesn’t matter who you speak to, which stats you take onboard or which projections (which are always based on opinion) you listen to, online marketing is still relatively new to most small businesses.

Do you know how long it took for marketers to work out how to utilise TV adverts effectively? The truth is: they are still learning. As we continue to digest all the facts and figures regarding online marketing tactics, we are in a race to keep up with the trends. Things move so fast in the online world. As technology changes, and consumer behaviour changes, we must evolve in synchrony or face failure in our marketing efforts.

Want to find out more about how you can effectively utilize a digital marketing platform? Download your free copy of our eBook: How to Turn Facebook Fans into Paying Customers by clicking the link below.

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: social media marketing, Marketing statistics, Facebook Marketing, online marketing

What You Need To Know About Facebook Advertisements

Posted by Amy Baker on Mar 21, 2014 7:00:00 AM

Having a Facebook page allows potential customers to find out about your business, see the products or services that you are providing, and find out about any upcoming events or promotions. However, many small businesses misunderstand, and think that simply creating a page and inviting people to become fans is enough.

The unfortunate truth is, if you don’t promote your page people aren’t going to visit it. If you think that by just doing the odd update and uploading a picture every so often that you are doing the best you can, you’re sadly mistaken.

Even if your content is the most engaging the world has ever seen, and you include a call to action with a brilliant graphic or photo and a link to your website, how can you even be sure that anybody relevant will even see it? Without advertising; you can’t. 

Facebook EdgeRank Algorithm

The EdgeRank Algorithm is what decides what shows up in news feeds. Essentially it filters out the stories that are less interesting to the audience and promotes the posts of relevance.

Every action that a user takes on Facebook whether it is a like, a comment or a link share is called an Edge. When an Edge is generated it means that the user is likely to be shown any other posts that may relate to the original edge that they created. Most of your followers will never see your posts. Therefore most will never interact with you. Customer interaction is usually measured at anywhere from 0.1% to a maximum of 1% on average. Now this may seem like nothing, but for Nike or Coca-Cola who have millions of followers, this is quite a significant figure. 

What You Need To Know About Facebook Advertisements

Making The Most Of Facebook Advertisements

Like with any form of marketing, you have to invest money. Signing up to Facebook may be free but utilising it effectively as a driver for business involves investment. Promoting your posts on your fan’s news feeds is certainly something that is worth your while. By simply trialling this for a month you will notice a huge uplift in interactions, and if you’re content is good and encourages visits to your website, you will be on the right path to making Facebook actually work for you.

The problem is that many users will become fans of a business but don’t actually have any interest in being sold to, while they are trying to see what their friends did last night. So even if you are throwing thousands of dollars at promoting your business, it is money down the pan if your content is neither engaging nor interesting. You should always aim to include a call to action as people respond to these. It is also proven that - by asking a question, you will encourage more comments.

 

Promote Your Facebook Posts To Engage Your Audience

When you invest in promoting your posts on the news feed, you also gain access to a huge amount of analytics to enable you to be able to see which posts are most effective, and how many people your post reached out to, compared to the number of followers you have and the number of people that actually interacted with it. If a company has 2000 followers and they get 2 likes on a post, this is pretty much standard. The idea however, is to be so completely out there in terms of imagination and inspiration, that you stand alone and offer your followers some kind of value in return for appearing on their feed.

What You Need To Know About Facebook Advertisements

To Stand Out On Facebook You Must Give Your Audience What They Want

Users like videos and visuals a lot more than standard text updates. Facebook is usually used for a maximum of 20 minutes at a time and the attention span of users is probably measured at about 5 seconds, so you have your window, but it’s up to you to utilise it.

Spending money to see how your activity increases is recommended, even for a short experimental period. But remember that you have to pay very close attention to the visual nature of your content. You must directly attempt to lead the user onto your website. Learn the EdgeRank Algorithm and use it to your advantage, and also make sure that you don’t clog the feed with relentless posts. Finding a balance between maintaining a presence, and not completely going over the top is also critical.

If you would like to find out more about how The 360 Degree Marketing Group can assist you in your Facebook marketing efforts, download our free ebook: How To Turn Facebook Fans Into Paying Customers, by clicking the link below.

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: social media marketing, Facebook Marketing, Facebook advertising

How To Manage Negative Facebook Comments

Posted by Amy Baker on Mar 18, 2014 7:00:00 AM

Maybe it’s because the platform is more personal, but a negative comment about your business on Facebook may sting a little bit more than an anonymous comment on Google or elsewhere. Regardless of the real reason why, it’s important to learn how to immediately deal with negative comments on Facebook appropriately, because you’re feeling that sting for a reason.

If the comment was posted on your page, then you have two options: you can either remove the original post where the comment was left, or you can post enough content in succession that eventually pushes the negative comment off the screen. You have more options then the previously discussed blog on negative search results, but remember to stay calm and act rationally. Use your judgement to decide which tactic is right for you in the given situation. However, deleting posts is generally not a good idea, unless you absolutely have to (in the case of profanity, racism, homophobia or other unacceptable behaviour).

 

Removing A Negative Facebook Comment

If the comment was posted on somebody else’s page, then you can either ask them to remove it or report it to Facebook if it does in fact violate their terms. When contacting somebody else about a comment on their page, always invite them to speak to you in private rather than in a comment thread that is publicly visible.

Receiving a negative comment can often turn into a positive situation. For example, if a sensible customer posts a logical and fair complaint about your product or service, then they may have inadvertently brought to light an unseen or unheard problem within your company that needs to be dealt with – sooner than later. In hindsight, the customer’s negative comment actually helped save you. And there is no reason why you can’t respond to their complaint in an equally logical and fair way, which in turn may help you earn the customer’s trust and respect back.

 Manage Negative Facebook Comments

However, as we all know, many people do not leave comments that are fair or logical. If you’re dealing with a “troll”-type scenario, then you may be better off responding in a way that acknowledges the person, but at the same time does not take the bait. It is likely that anyone else who comes across the comment will also see that you’re dealing with a troll. If your business has an open and public track record of strong customer satisfaction, then this type of situation won’t hurt you.

 

Do Not Ignore Negative Facebook Comments

One of the lessons here is that no matter what, the worst thing to do is offer no response, regardless of whether it’s a legitimate complaint or an inflammatory troll. First assess the situation, and understand what you’re dealing with, then decide how to respond appropriately. However, not responding at all can come off as shady and selfish – which is something other people would likely notice.

The key to dealing with negative comments on Facebook is to always address the commenter, either publicly, privately or both. Mistakes happen to everyone – and in business, they are many times out of your control. As the old saying goes, it’s not the situation, but how you respond to it that makes you who you are. As in our personal lives, the same holds true in business. Even if the customer is angry about the issue, a great response can change their entire perception of your company.

If handled appropriately, then each scenario will play itself out organically, meaning, if you handle a legitimate grievance appropriately, then your customer will likely be satisfied. If you handle a troll appropriately, then they will go away, because they didn’t get what they wanted. The good thing is that by responding publicly on Facebook, the rest of your audience will get a chance to witness the strong character of your business.

 

Make Your Facebook Mistakes An Opportunity

Every mistake, which may or may not lead to a negative comment about your company, provides a silver lining and the opportunity for improvement or progress. If you respond in an outstanding way, then the customer who originally complained may end up becoming one of your biggest advocates. Take the opportunity to demonstrate to not only that customer, but to your entire audience, what you believe in and stand for as a business.

To find out more about how to improve your Facebook marketing, download our free ebook: How To Turn Facebook Fans Into Paying Customers today by clicking the link below. 

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: Manage Negative Facebook Comments, Reputation Management Facebook, Facebook Marketing in Sydney, social media marketing sydney, Social Media Marketing in Australia, Social Media Marketing for Businesses

8 Tips for Improving Your Business Facebook Page

Posted by Amy Baker on Mar 14, 2014 7:00:00 AM

Facebook used to be mostly for getting to know new people and reconnecting with old friends. It’s still very much about that in many ways; however, in 2014 we’re not only learning about our friends on Facebook. We’re learning about new products, new services and new companies. If you’re a small business owner who is looking to step up your Facebook presence, then start with these eight tips for improving your page.

 

Before your start any Facebook marketing: come up with a strategy!

These days, too much guess work in business will likely result in only wasted time and money. What meaningful purpose will your Facebook page serve as? Why should people care about it enough to engage with it? How will it help and assist your client base?  Before doing anything, it is key to articulate what your goal is with Facebook. Once you have a defined purpose for your page, it will become much easier to fit the next steps into place.

Improving Your Business Facebook Page

 

Keep your Facebook marketing engaging!

Second, come up with several creative ideas to engage your audience with. Ideally, you will want some of the ideas to be “evergreen,” meaning they will always be relevant to your audience and not pertaining to any particular event or situation. You will want to come up with ideas that will still be useful six months or a year later.

The good thing is that you can incorporate other social media channels into your Facebook page – for example, if one of your evergreen ideas happens to be a YouTube video series, then you can post a link to the video on your Facebook page.

 

Integrate your social media platforms.

Third, invite your email contacts to like your Facebook page. By automatically inviting your email contacts, your page will generate likes from those who work and deal with you in real life, rather than strangers. Having a foundation of Facebook likes from people who know you in real life also increases the chance of your referral likes being more valuable. It’s also a good idea to include a call to action to like your page in your email signature.

Fourth, utilize the built-in apps that Facebook makes available to you, including contests, giveaways, gifts and referral programs. There and even more third party apps that can add to the fun including quizzes, trivia and games.

Improving Your Business Facebook Page

Fifth, use your Facebook page to relay important and/or serious announcements. That way, your page not only becomes a destination for social engagement, but your customers may feel inclined to like your page so that they can stay in the loop on a more practical and logical level.

Sixth, it’s important to engage with the people who like your page. Try to respond to comments individually, or thank people for liking your page. It goes against the nature of social media to appear disengaged or standoffish. The driving force of Facebook is the desire for transparency and authenticity. Don’t be afraid to be yourself.

 

Facebook is a visual medium: market your page in this format. 

Seventh, use the photo album feature to its full potential. The best way to do this is to think about your old photo albums from home. It’s likely that each of those albums has some sort of individual theme, whether it is a certain period in time or a specific event. Take the same approach to your Facebook photo albums – make the effort to create photo albums that each has their own identity. It will provide another layer of discovery and experience for your viewers.

Lastly, use Facebook for the right reasons and make sure you understand proper social media etiquette. In a sea of businesses who use the platform only to shamelessly self-promote, you may find it refreshingly easy to stand out and above by making your Facebook page about both your company and your customers. If you focus on creating content and providing information that is valuable to your audience, then you will have a much better chance of seeing a return on investment from Facebook.

The formula for success on Facebook for small businesses is a combination of hands-on, contemporary knowledge and good old-fashioned business sense. While it’s critical to understand and navigate around the various features and tools that Facebook has to offer, it’s equally important to maintain a strong sense of customer service and client appreciation, which can’t be programmed.

To find out more about how to improve your Facebook marketing, download our free ebook: How To Turn Facebook Fans Into Paying Customers today by clicking the link below. 

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: social media marketing tips, Facebook marketing tips, 8 tips for facebook marketing, Sydney Facebook marketing

Understanding The Importance of Blogging And SEO

Posted by Amy Baker on Mar 11, 2014 7:00:00 AM

A lot has changed over the past couple of years in terms of what it means to be a blogger. It used to be a little bonus - a little extra way for business owners to attempt to reach their audience or colleagues easily and instantly. It used to have a very personal vibe, as a sort of sanctuary where professionals could go for some respite in order to unload their personal thoughts and feelings regarding any particular situation. That all remains true today; however, the difference now is that blogging has gone from a luxury for business owners - to a necessity.

Online marketing is always changing. When new technologies arrive on the scene, it’s the job of online marketers to figure out how to help businesses adapt to these new technologies. When search engines like Google and Yahoo became the go-to way for almost everyone to find what they were looking for, it was the job of marketers to show businesses how to compete. Enter SEO.

 

The Importance of Content Marketing is Only Increasing.

When Facebook burst out of dorm rooms and into living rooms and kitchens everywhere, it was the job of online marketers to figure out how to help businesses adapt to a whole new medium of communication. The point is that blogging is an integral part of the next SEO, the next social media – it’s called content marketing. You should more excited than anxious, however, because it’s very likely that you’ve been doing content marketing all along – just without realizing it.

When you proactively answer the most pressing and important questions your customers are likely to have, and put them down on paper and deliver them to your audience, you are content marketing. Businesses have been doing it for years. The difference today, however, is only that the stakes have been raised. Instead of only helpful information that is relevant to us, we also want information that is shareable. We want you, the business owner, to help us – but we also you want to help us help our friends and family.

Importance of Blogging and SEO

The importance of blogging in 2014, however, goes far beyond providing helpful information.

Blogs level the playing field, by allowing every business to leverage their unique experience and establish themselves as a thought leader of their particular industry. A company’s blog is not only a place to help and assist your audience – it is a place to express your vision, your ethics, your values and your soul as a business.

On the ground level, blogging is absolutely critical for good SEO in 2014. Google’s latest update, Hummingbird, has ensured high quality and consistent content creation as one of the most important factors regarding how their algorithms determine search engine rankings. If you need better SEO, then start blogging today.

According to Social Media B2B, B2B companies that blog produce 67% more leads per month than their competitors that don’t blog. According to Content+, compelling content is one of the top reasons why people choose to follow certain brands on Facebook, Twitter and LinkedIn.

 

The only problem with blogging is that many businesses simply don’t take advantage of it.

Why? There are a number of reasons. Some business owners may not have the time or budget to dedicate to a consistently active blog. Some business owners may not be good writers. Some business owners may feel that they simply don’t have much to say. The issue is that in 2014, revving up the blog once more is now something that business owners need to do, whereas in the past it was considered a fun little extra.

The good news is that running a blog can be made easy for any small business owner. It will take an investment of time and effort, but by outsourcing your content marketing, you will be ahead of the game in terms of reaching your customers before the competition. If you think you're not a great writer, or that your business isn't that sexy and you don't have much to say, start discussing the matter with an onling marketing expert - you may or may not be surprised at how much valuable information and insight will pour out onto the pages from all your years of knowledge and experience. 

 

Considering starting a blog?

If you have been thinking about creating a business blog and want to know more about how you can source material, how to create it, and the benefits it can provide; get in touch with the experienced team at The 360 Degree Marketing Group. 

The 360 Degree Marketing Group produce specialized blogs for a wide range of small to medium sized businesses. To find out more about the services we provide, simply call +61 (2) 8302 4200 or fill out a contact us form on www.360degreemarketing.com.au/contact-us/

 

If you would like to find out more about how you can measure the results of your blog, track your visitors, and see real results: download our ebook Closed-Loop Marketing by clicking the link below.

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: blogging and SEO, blog content creators sydney, blogging and marketing, Sydney blog writers, sydney blog marketers

Facebook Marketing Versus Twitter Marketing

Posted by Amy Baker on Mar 7, 2014 8:00:00 AM

Move Over Traditional Media - Social Media Marketing Is Here To Stay!

Before everyone was constantly online, the main advertising venues for businesses were the tri-media which consisted of the newspapers, TV and radio. Audiences for these venues ranged from thousands to millions but it took big money to make it happen. The game is very much changed though; the internet basically created an information revolution that was so explosive that it literally reshaped the way we think and act—and how we decide to spend our money. You don’t have to be an expert in social media to observe how it has altered the consumer landscape; the internet essentially created a consumer base that was both global and localized, making it possible for small business owners to create an identity that can be just as visible as major brands. Thanks to social media, everything has the potential to go viral.

Social media marketing or SMM is certainly a buzzword these days, and for most business owners Facebook and Twitter are still the best platforms to get the word out about your company and what you can offer. One of the questions which we frequently get asked about is: which is better for marketing, Facebook or Twitter? The truth is, there’s really no short answer to that. Call it a cliché but the reality is that any comparisons between Facebook and Twitter is like the proverbial apples and oranges—two different fruits altogether.

For the sake of discussion, however, let’s explore some of their features.

 

How Facebook and Twitter are similar

From a marketing perspective, both Facebook and Twitter are excellent platforms for establishing an online presence on a low budget. It does not cost anything to set up profile pages and post status updates, so you basically have a free webpage that can be set up in a matter of minutes, with absolutely no need for savvy programming skills. Aside from being much cheaper than tri-media, Facebook and Twitter allows businesses to connect to users in a more personal and organic way. Companies can post status updates and receive customer feedback in real time, and because both venues encourage sharing, information about new offerings and promotions can be conveniently disseminated.

 Facebook Marketing Versus Twitter Marketing

The Advantage of Facebook Marketing:

In terms of the number of users worldwide, Facebook beats Twitter hands down. Facebook has about three times as many users as Twitter, at roughly 900 million versus 300 million. This basically translates to a wider reach, but here we have to add a caveat: Facebook’s algorithm is very much driven by user interest. Unless your Facebook page consistently puts out quality posts that garners shares and likes, you’ll soon find your updates buried in the news feed traffic.

The good news is that Facebook does not impose a 140-character limit for status updates so you have room to be creative here. You can incorporate images, audio and video to make your posts more engaging; you can use opinion-driven content like surveys, polls, or mini-challenges. Facebook can also be very efficient; as long as you consistently come up with engaging updates, you don’t have to post more than once or twice a day because sharing and liking activities among users will organically increase your traffic and relevance.

The Facebook interface really lends itself to brand-consumer conversations and visual showcasing of content. The timeline feature conveniently archives multimedia information so that visitors to your page can quickly get a feel of the image that your business wants to project. And because conversation tracking is already built-in, it’s well-suited for communicating and handling customer service concerns.

Facebook Marketing Versus Twitter Marketing

 

Twitter, the Social Media Marketing Dark Horse:

While Facebook is undoubtedly a massive online community, Twitter’s more modest following does not necessarily leave it in the dust. In fact, despite its more limited features, Twitter has a few qualities that Facebook can’t rival. For example, Twitter pages are pretty much good to go ‘out of the box’, unlike Facebook pages which can seem sloppy without some tweaking with the cover image, an About Us page, etc.

Twitter also excels in short-burst messaging, making it ideal for highlighting brand-specific news such as announcements and news. It intuitively fits in with users who have short attention spans because it forces you to express your message as succinctly as possible. Twitter tends to be less intrusive than Facebook, which is why it’s easier to gain followers here. Also, it has to be noted that Twitter is better suited for mobile viewing than Facebook, one of the main considerations for businesses who have limited budgets for social media ad campaigns.

Unlike Facebook which imposes stricter limitations, business Twitter accounts can be managed more independently. For example, you can create multiple Twitter accounts to target specific niches, while Facebook can suspend or delete your page if you are caught setting up more than one. A lot of users also complain that Facebook management can all too easily decide to restrict or even terminate accounts and pages for various reasons, often without any warning or explanation.

 

Hashtags for Marketing Purposes:

And lastly, the use of hashtags is maximized in Twitter, although Facebook did recently include hashtag recognition as well. Twitter posts are also more searchable, which allows targeted and predictive responses. On Twitter, this functionality makes it possible to use automated programs that can detect possible sales leads. For example, if your business sells carpet shampoo, you can set it up so that anyone tweeting about “dirty carpet/s” will be sent a tweet with a discount code.

The bottom line is successful media marketing is not really a matter of Facebook or Twitter but rather, Facebook and Twitter since they reach potential markets in very different ways. Twitter is frequently characterized as the elevator pitch—an opportunity to introduce, define and sell something within a short window of opportunity. On the other hand, Facebook is the sit-down presentation, where you can really engage the audience on a deeper and more leisurely pace provided that you can draw them in. Many businesses use Facebook as their primary platform for market engagement, with Twitter mostly serving a broadcasting function.

Do you want to know more about how you can make the most of your Facebook page? Check out our ebook by clicking the link below.

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: social media marketing sydney, Facebook versus Twitter, Facebook Marketing

The Increasing Importance of Web Design

Posted by Amy Baker on Mar 7, 2014 8:00:00 AM

The increasing importance of web design is not only about visual appeal; it’s also about functionality and construction. Meaning, a slick and smooth website is meaningless if it can’t properly move your leads through the sales process, or handle the amount of data you need without crashing.

The problem is that small businesses often either A.) pay too much for bells and whistles that they don’t need or B.) pay too little for a website that wasn’t built to handle what they actually do need. It’s likely that the problem occurs because it’s too easy to get caught up in the visual aspect – which is understandable, given that it is a huge component of proper marketing. But it’s not everything.

Importance of Web Design

Don’t fall into the trap of paying for too much or not enough. If you take the time to do some research on the current state of web design, then you’ll find that it’s not so difficult to get a really great deal, while getting exactly what you need and want.

 

Why is web design increasing in importance?

Online, your competition is always right next door to you. Whether or not your business is facing more competition than ever before depends on your particular industry or niche. There may be even less competition for you now than in the past. However, the important thing is that you and your competition are occupying the same space. Think of the Internet as a mall, and you and your competitors are all lined up right next to one another. 

That means the difference between a lead and a sale could come down to not only the visual aspect of your web design, but also the mechanics of it. If something is not working on your site, or if there is some kind of glitch or delay, then you can expect your customer to click off and look elsewhere. In 2014, the average online shopper’s attention span is extremely short, considering that we have seemingly infinite available options.

Importance of Web Design

You’re not only competing in terms of price and offering, but you’re also competing in terms of how easy (or difficult) your site is to deal with. The reality is that a glitchy or malfunctioning website can make customers wonder “Geez, it’s 2014; if they can’t get a website right, then what else are they messing up?”

 

The point is that there is little patience left online for websites that don’t work.

In a perfect world, the facts alone would be enough for people to buy the best quality product or hire the most reputable and honourable person for the job. However, human beings are complicated. We are often drawn to certain things and people based on how we feel. Those feelings may range from excitement, to nostalgia or appreciation.

That’s where the artistic element of web design plays a big role. They can either be overt or subconscious, but nonetheless powerful. One of the most increasingly important aspects of web design is the ability to inspire emotion in your visitors.

In the age of the informed consumer, it’s important to acknowledge that one of the best ways to increase your business is by providing relevant and valuable information to your client base, without expecting anything in return. Your website should be much more than a static sign; it should be a constantly evolving space. The information that you give your clients can come in many forms from videos, to text to images. If you are offering valuable content to your leads and customers, then you can expect a lot more visitors to your site.

 

It's key to make sure that your site is based around the idea of content marketing.

Have a constant place for new videos, new images and new text. As content marketing becomes more and more popular, if you do it right, your website may likely become a more popular destination then it was only a few years ago. Make sure it’s dressed and ready for the day.

By focusing on content management, functionality and visual appeal, you will create for your business much more than a “site” – you will create an experience.

If you are interested in hearing more about how your business could benefit from a website redesign, get in touch with the creative team at The 360 Degree Marketing Group. We have years' of experience providing businesses with e-commerce designs that look amazing, function perfectly, and most importantly; increase sales. 

To contact us today, simply call +61 (2) 8302 4200 or fill out the contact us form on www.360degreemarketing.com.au/contact-us/.

If you would like more information about how you can measure your marketing success, download a free copy of our ebook Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

 

Topics: web design Sydney, website design services Sydney, design agency Sydney

How Does Google Adwords Work? A Beginners Guide to Google Adwords

Posted by Amy Baker on Mar 4, 2014 8:00:00 AM

Google Adwords is one of the most important online marketing tools for small businesses.

Search engine optimization (SEO) takes time, and if you are looking to generate inbound leads in the short term, then running a paid advertisement on Google will help get your name at the top of the list. Google Adwords is also very good for advertising a particular product or service, especially one that is limited, time-sensitive or otherwise unique. So how does it work? Follow this guide to find out.

The first step is to nail down exactly what you are trying to promote, because Google only gives you a finite amount of letters (like Twitter) to express what you want to say. You are allowed 12 characters for your headline, 17 characters for the first line of your ad’s description and 17 for the second line. Therefore, it’s critical to precisely articulate your goal, so that you can maximize the available space and increase the effectiveness of your message.

 Beginners Guide to Google Adwords

 

What is your Google Adwords budget?

Second, you need to take a look at your online marketing budget. The good thing about Google Adwords is that you can pay as you go. Surely you have heard the acronym PPC, which stands for Pay-Per Click. PPC means that you only pay for the clicks you receive, which is ideal for small businesses on a budget. Now let’s get into the specifics.

The great thing about Google Adwords is that it allows advertisements to only be displayed to people in specific geographic areas. Therefore, if you are marketing in Sydney only, then first you need to 1.) Click “Campaign Settings” 2.) Click “Audience” and 3.) Select the cities you want. 

To select your budget, first go to “Bidding and Budget” and then “Automatic Bidding.” This is the safest option for beginners because you will not ever have to worry about going over budget, and Google tries to bring you the highest amount of clicks within your budget.

 

When it is time to create your ad, remember to use your words precisely.

Besides that, you should always include some kind of call to action, researched keywords and something that differentiates you from the competition. It could be anything from the number of years you have been in business, to your amount of monthly subscribers or your great location. Find a key figure that sets you apart.

 Beginners Guide to Google Adwords

After you have set your location, budget and advertisement, the last thing you have to do is enter your billing information. It’s easily done by clicking on the “Billing” tab and then “Billing Preferences.”

One of the keys to success with Google Adwords is understanding whether you are trying to promote a unique product or service that you offer, or your entire business in general. It may be a better idea to use Adwords to promote something specific within your business, rather than using a generic blanket statement. 

For example, if you run a surf shop, then instead of using the ad space to say how great your shop is in general, use the defined space to showcase one of the highlights that only your shop has to offer. While everyone else defaults to using a generic blanket statement, you can differentiate yourself by providing a clear window into your offerings, while the other shops appear the same as one another.

 

Google Adwords is a fantastic online marketing tool that more small businesses should take advantage of.

When used correctly, it can drive significantly more qualified leads to your website than you are receiving right now. However, what many small businesses unfortunately do not realise is that the tool needs to be utilized correctly in order to work.

The key is to advertise your business in a creative way. Google Adwords provides the opportunity to sell yourself to literally the whole world – so make the best of it by selecting something truly special about your business to promote. Fiinally, remember to find a way to embed a call to action within your offering. Feel free to experiment with several variations of your ad at the same time to see which one gets the best results – remember, you’re only paying for the clicks your receive, so it’s at no cost to you.

If you want to find out more about how Google Adwords can work for your business, simply get in touch with the team at The 360 Degree Marketing Group. One of our professional and friendly media specialists can assist you today, simply call +61 (2) 8302 4200 or use our contact us form on www.360degreemarketing.com.au/contact-us/

To better measure your marketing performance, download our free ebook: Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: Google PPC Sydney, Google SEO Marketing Sydney, Google Adwords, Reputation Management Sydney