Effective Digital Marketing
We plan, design, construct and manage social and digital marketing campaigns.
We use these tools to give our clients an unfair competitive advantage.
How we do what we do
Digital Planning. Social media creation and management. Corporate video. SEO-friendly writing. Adwords and Facebook ads creation and monitoring. Foundation website design, construction and monitoring. Content creation. On-going analytics and refinement.
Percentage of Companies without a Digital Strategy
Almost every company will tell you they do digital marketing. Yet half of them are doing this without a clearly defined strategy with KPI and ROI measures and objectives. What does this mean to you? Opportunity.
Marketing has often been compared to the art of war. Imagine a war between two armies. One engages in random battles when an apparent opportunity presents itself. The other army has a strategy and engages in battles with the big picture in mind. Which army do you think is going to win the war?
With so many digital tools and platforms at your disposal, some companies fall prey to someone selling a ‘killer’ email campaign. Or adword campaign. I could go on but you get the picture. Where and how does it make sense to deploy an email campaign to help fulfil a mission? Remember this: Without a plan, you can plan on failure.
The very first thing we do with clients is review (if they have one) or create a digital marketing strategy.
A customized digital marketing strategy is built into our pricing models*
Without a digital strategy, we’re wasting our time.
And you’re wasting your money.
*Based on a six-month contract or more.
Percentage of people who check their email regularly throughout the day
And 66% say that the first thing they do in the morning is check email or voicemail. A different study measuring the length of time spent on an email reported that 38% of frequent email monitoring spent 18 seconds or more on an email with 32% report checking their email 1-3 times daily. Once considered a dying medium, email has proven itself to be a Lazareth in the digital world. While many pundits predicted a decline in email readership, the opposite is true. In 2011 38.4% of email readers spent 18 or more seconds reading an email and by 2016 that number rose to 44.4%. And it’s not showing any sign of decline.
To put this in perspective, let’s take a snapshot of how many seconds people spend when landing on a website. Users often leave between 10-20 seconds. This comparison isn’t entirely fair. It does not account for the bounce rate when the visitor bounces right out of the site (meaning no seconds) nor does it factor in a well written, credible and relevant page which can contribute to visitors spending minutes on a page. But it should illustrate the importance of well thought out email tactics as an essential ingredient to your digital marketing strategy.
Sources: Forbes, Nielsen Norman Group, University of British Columbia
The power of email is unquestionable.
The power of email marketing lies in the quality of your list.
How do you build a quality, relevant list to harness all that email marketing has to offer?
Percentage of bounce rate considered excellent
If you google what is considered an excellent bounce rate, you will see that what is considered ‘excellent’ is between 24 and 40%. The bounce rate is the number of people who come to your site and leave immediately. They bounce right out. We don’t find those numbers excellent, we find them pathetic.
While we can’t promise this for every client, one client of ours (who lets us take the lead on their digital presence) had a bounce rate of 7.03% for the last year and for the past fourteen days has had a bounce rate of 0.58%. We have a theory on why those bounce rates are so low. When we began (we built their website) we made a conscious effort to make them experts and a resource for the business they are in. That certainly required a lot of writing but volume alone does not do it. Relevance does.
But let’s look at some of the reasons why a company may have a high bounce rate. There are many possibilities.
- Lack of relevance
- Poor writing
- Someone landing on your page by accident
- Misleading offer
- Talking about features rather than benefits
- Presenting the visitor with a wall of copy
- Poor graphics appeal
These are just a few examples and most can be avoided with the exception of the visitor accidentally stumbling on your page.You have about 10 seconds to engage your visitor and this is just one more indication on the importance of a well thought out and documented digital strategy.
High bounce rates cost money
If you use a ppc (pay per click) system, every bounce is money out the window.
Do you now see the importance of well written and focused AdWords and/or Facebook ads?
Percentage of Companies Satisfied with their Conversions Rates
For most companies, conversion is what it’s all about. Sales. (Or influencing opinion.) The tricky thing about measuring conversion rates is determining where the actual conversion takes place. Deloitte did an extensive study on conversion rates with some interesting findings. You can read the study here.
One of the astounding statements was that 94% of sales still take place in the bricks and mortar retail outlet. An interesting question is whether you consider a conversion when a sale is made or is it when the decision to buy is made? I may have been ‘converted’ long before the money leaves my pocket to purchase the item. There are many interesting statistics on the role of social media and purchasing and we have listed a few on our social media page.