See Why Now’s A Great Time To Update Your Website – And How
Be honest: how much Spring cleaning did you get to this year? Did you clean out your gutters, sweep out the pantry, organize your closets?
What about your business website? Doesn’t it deserve a fresh start too?
The truth is websites are living, breathing things. And living, breathing things require upkeep.
That’s why Spring is a lovely time to freshen up your website and get the metaphorical dust out of its corner.
Keep reading for my top 6 tips to update your website:
1. Clean Up WordPress
So, how do you update your website? On the most basic level you update WordPress.
WordPress is software and all software needs to be updated on a regular basis to keep it secure and running smoothly.
Aside from ensuring WordPress is updated, any plugins you may be using should also be kept up to date. It’s also a good idea to regularly check for broken links and to remove any media you’re not using.
Depending on your technical skills, this may be easier said than done. Never start tinkering with the backend of your website unless you have some familiarity with WordPress, and if you have reliable backups in place (it doesn’t hurt if you’d know what to actually do with those backups, should you ever need them).
Thankfully, if you work with a reputable web development agency, they can be handling basic maintenance of your website for you.
If you don’t have regular maintenance, it might be a good idea to contact your web designer and have them do an update each month.
2. Update Website Content
The text and images on your website are your brand representation to the world, and your homepage needs to be especially compelling or visitors won’t resontate they’ve landing in the right place.
So does the content on your website paint exactly the right picture that will result in leads and sales? Are you getting the kind of conversions you want?
Thankfully, changing the copy on your website is one of the easiest changes you can make. Remember, ‘Copy is King’ in the online world. If it’s not written well, it’s not going to elicit much trust from your potential clients or move them into action.
Cleaning up your website can be as simple as changing a few headlines or perhaps updating your current specials. For example, our client A Bear and Bison Inn regularly updates the specials and packages they offer (and don’t they look tempting?).
3. Give It An Updated Look
I bet you look around your house with the eye of an amateur decorator. You probably don’t use shag carpeting anymore or the dusty pastel wallpaper so popular in the ’80s.
In fact, I bet you’re constantly tweaking the look of your home – a new rug here, updated curtains there – so that it stays fresh and modern.
You need to bring that same critical eye to your website. Does it look like other websites you like? Does it look like it was built this year… or 5 years ago or even longer?
Remember online trends move much faster than just about any other kind of trend. That’s why it’s generally recommended to update your website every 3 years or so to ensure it’s up-to-date with current best practices.
So use this Spring energy to make your website look and feel contemporary and appealing to today’s market.
4. Add A Blog… Or Update Your Blog!
A blog is the perfect way to keep your website copy fresh and new. Plus, Google really rewards websites that continually put out fresh content.
Moreover, blog posts are great ways to connect with your customers and showcase your expertise. And they can double up as social media posts and content for your newsletters.
For example, we love how our client Malary’s created a ‘fashion show’ blog post, to showcase their latest Spring fashions. It’s a timely, share-worthy piece of content, and it’s the perfect way to showcase their products.
So if you really want to freshen up your website, consider adding a blog section. You can call it your ‘Blog,”Articles,”Stories,’ or whatever suits your brand (note we file ours under ‘Resources’).
The important thing is you have a dedicated section on your website for posting regular, new content.
And if you already have a blog, now’s a great time to update it! Posting once a week is ideal, but even once a month will start to pay off over time.
5. And an eNewsletter Signup
Hopefully you already have an email list, because it’s one of the most important marketing resources any business can have. Consistent newsletters are one of the best ways to stay top of mind with your potential clients.
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READ: How to Create an Email Marketing Campaign Your Audience Will Love
Sending consistent newsletters to your followers gives you the ability to develop a “Know, Like and Trust” relationship with them that will dramatically increase your brand visibility and market reach
Learn 4 tips to help you increase your email open rates.
Read More on our website.
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But do you have an easy signup form for your email list on your website? And does it have an enticing offer?
The reality is first time visitors to your website may not immediately become customers. The best way to turn them into customers is to collect their email, so you can start a relationship and begin to build trust.
That’s why you want to make it as easy as possible for website visitors to join your list. If you don’t have an eNewsletter signup form on your site, contact your web developer to add one.
Not sure which service to go with? We have a list of recommended newsletter service providers on our site to consider.
And if you do have one, are you getting as many signups as you’d like? Perhaps it’s time to either change your opt-in offer, or think about changing the current wording or placement.
6. Ensure Your Site Is Shareable
Most websites built today will have links to your social media platforms. It’s still a good idea to check them from time to time to see if they are still working.
But since we’re giving your website a once-over, look at the social media features on your site again. Sure, you may have links to your social platforms.
But do you make it easy for other people to share your content?
Think about adding social media sharing features to your site, especially your blog articles, so people can easily share them to their followers with just one click. This can create a lot more brand exposure and website traffic.
Ready, set, go!
If your website needs a Spring Review, we can help you update your site, give it a fresh look, and create ongoing social media and communications with your followers. Contact us today to find out more about our branding, digital marketing and web design services that will showcase your business and attract more paying clients.
With digitalization spreading its wings globally to capture every market niche, impressive web presence has become the basic need of any business, organization or company – from mid-size to a CMM Level company.
Now, cutting-edge technologies are applied and used in almost every work to ease the process and provide with customers (end-users) a better experience. A website with responsive layouts, advanced Plugins, frameworks and based on various themes has become a common need of any business to stay stable in marketplace and represent their business motto in an impressive way to any device, users are depend on.
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Marketing a non-profit is not limited to media campaigns. It includes branding – the creation of logos and slogans, together with content and media. Expose your organization’s cause and ideal to your outside audience and get the attention of donors and volunteers with the aid of these digital marketing efforts.
Email Marketing
Digital marketing for nonprofits has a more refined approach in creating and executing marketing campaigns than other types of brands and companies.
Sending emails and newsletters is one of the most sincere channels where charities can reach out to potential donors and subscribers seeking support. It is also an avenue where organizations can update their donors with recent developments in the organization, share financial statements or kick off a fundraising campaign.
Using email to communicate with clients is one of the least expensive and most effective avenues where nonprofits can connect and communicate with their audience.
Social Media
Social media is one of the largest platforms where people can connect with people, organizations can connect with potential clients and partners – donors in the case of nonprofits. Facebook, Instagram, Twitter, TikTok, and Pinterest offer a creative and direct line of engagement with potential supporters for your cause.
Creating social media platforms can give you plenty of online platforms where a nonprofit can connect, generate a following, and create a community for their noble causes. Always include social sharing platforms in your website, emails, even the content that you distribute.
This is essential to make it easy for your audience to follow you. The more followers a nonprofit has, the more likely you’ll receive donations for your organization. Social media also happens to be your direct communication line to say thank you and appreciate your donor’s support.
Landing Pages and Call to Actions
Donations are the lifeblood of these charitable organizations. Aim to make it convenient for your donors to offer their support by strategically placing your call-to-action on your landing pages. Remember, your audience does not necessarily enjoy going through pages, information, and instructions, thus making things easier to spot and conveniently access your donation buttons is a plus.
A recurring donation option is also advisable. Some people are willing to commit small amounts but on a monthly or recurring basis. Cater to these demographics by providing several recurring donation amounts and frequency for your supporters. There are people who are willing to offer help but can only do such in small denominations. No matter how small it may seem, over time, your nonprofit organization will receive a generous amount from these small donations.
Giving your audience access to recurring donations also allows them to frequent your website or donation platforms. In turn, you are building a connection with your audience over the long-term.
Search Engine Optimization
Getting noticed via social media can take time, especially with start-up nonprofits. Another branch of digital marketing where charities should consider investing in search engine optimization.
What can SEO in digital marketing for nonprofits do?
Working on a nonprofits organization’s SEO is the key to bring in organic traffic, build a brand’s credibility, and generate leads and sales for an organization. This can be achieved through content creation and link-building strategies. Branding is also essential to help a non-profit get noticed and amplify its presence online.
Get Listed on NonProfit Directories
For a more targeted approach in marketing your nonprofit to potential donors and supporters, consider getting listed in nonprofit directories. Getting listed in nonprofit directories may take time, but it ensures that the organization. The last thing you would want your potential donors to think is that your organization is scamming money from them.
Getting listed in these nonprofit directories assures donors the current status of your 501(c)3, the effectiveness of your programs and advocacy, and the transparency capacity of your organization. The more confident these people feel about your organization, the more likely you’ll receive donations and financial assistance.
Digital marketing for nonprofits is a powerful tool that can help you achieve success in your nonprofit organization. With carefully planned campaigns and online efforts, you can reach out to donors and subscribers that can help your nonprofit organization attain its missions and goals.
Even if your website has excellent content and is well optimized, without a brand to back it up, you’ll have a much harder time being found in search engine results pages (SERPs). Without clear brand authority, people will be unaware of the product range and will not consciously search it out. Although ranking for branded keywords is relatively easy, getting customers to search for them is more difficult. This is where an SEO agency can help you.
This is where brand comes into play. In certain ways, building a strong brand is similar to reverse engineering SEO. It helps to get a large number of people talking about your brand online – for example, through ratings, social media, citations, and backlinks. The buzz around your brand will tell Google and other search engines that you’re important in your market. And, since there is a connection between your brand’s popularity and your rankings, you should start gaining more traffic and customers.
“To organise the world’s knowledge and make it universally available and useful,” is Google’s mission. Customers, in the end, assist Google in learning who and what you are. The more people who search for and interact with your brand online, the higher your brand authority and ranking would be.
Your domain authority, a search engine ranking score that predicts your website’s ability to rank in SERPs, is also affected by brand authority. When creating a SERP for a keyword query, Google considers a number of factors, including the content of the website, internal links, mentions, and feedback.
When your brand receives a large amount of digital engagement, Google’s algorithms will begin to associate your brand with a product category. The more branded Google searches you get, the more you can carve out a web sphere of influence.
We’ve all used Kleenex, for example. With facial tissues, it’s become a household name. You can ‘rig’ the framework so that users don’t go to Google looking for ‘facial tissue’ if you create a strong brand. Instead, they’ll look for the word “Kleenex.”
If you can reach this level of brand authority in your market, you’ve not only taken control of the majority of the SERP, but also of the mindshare that brands crave. Although SEO can help, branding is the one who does the heavy lifting in this case.
Real-World Example
Let’s look at an example of a business that has successfully leveraged their brand to boost their online visibility.
Zoom
Zoom was top of mind for many people looking to host virtual meetings in March 2020, as the world switched to working from home due to the coronavirus. Zoom’s popularity skyrocketed in comparison to rivals like Skype, WebEx, and Google Hangouts in a short period of time. The word “Zoom” became a verb. And for many businesses that need remote workers, it has become the de facto solution.
Searches and sales increased dramatically almost overnight. But it wasn’t by chance. It was the result of a long-term brand commitment that paid off. The stock increased by 130 percent in just three months, from January to March 2020. People were drawn to Zoom because of its popularity as an easy-to-use solution in the marketplace.
In March 2020, advertised traffic accounted for more than 70% of all visits to zoom.us.
People searched for ‘zoom’ or ‘zoom video’ instead of ‘video conference tool’ or ‘virtual meeting tool’ because of the brand, not the price.
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As lockdown measures ease, people return to work, and retailers open their doors once again, a big question is looming large in the background.
How are we going to pay for all this?
I am of course talking about expensive government policies such as the furlough scheme, small business rates relief grants, bounce back loans, self-employed income support payments, and the many other measures which were introduced to try and nurse the UK economy through the devastation caused by the Covid-19 pandemic, and associated lockdown.
The conventional knowledge is that public spending will have to be drastically decreased (which would harm public services), or taxes substantially increased (which would likely harm growth), in order to make a dent in the debt mountain which has piled up over the past few months.
For example, on July 11th 2020, The Observer published an article by former UK Treasury minister David Gauke, which was entitled ‘Tax Rises and Cuts Only Way to Pay for Covid-19’.
In it, Gauke stated that, ‘Once we are through the economic shock, the government will have to fill this gap with tax increases or spending cuts.’
Similarly, in an article published on the BBC website on July 9th 2020, which was called ‘Coronavirus: How much will it cost the UK?’ a conclusion of the article was that, ‘The deficit leaves the government with a choice: increase borrowing, raise taxes, or cut spending.’
However, the conventional wisdom is sometimes incomplete at best, and entirely wrong at worst. For example, it was once conventional wisdom that Earth, and not the Sun, was at the centre of the solar system.
In terms of the post Covid-19 recovery, inaccurate conventional wisdom has reared its head once again.
How To Make Money… Quite Literally
At this point, it’s worth remembering that money is a man-made construct.
Pounds, Euros, Dollars, or anything else, these currencies have all been created from scratch by human societies, in order to assist with the exchange of goods and services of value.
Also, if you were to ask people how money is created, most would probably suggest it was printed by the Royal Mint in the form of notes and coins.
This is true, but only to an incredibly small degree.
In actual fact, over 97% of the money in the British economy (and the figure is similar in almost all industrialised countries) is created when commercial banks (e.g. HSBC, NatWest, Santander) issue loans to their customers.
A 2014 bulletin by the Bank of England entitled ‘Money Creation in the Modern Economy’ stated this very clearly. The exact words they used were:
Where does money come from? In the modern economy, most money takes the form of bank deposits. The principal way in which they are created is through commercial banks making loans: whenever a bank makes a loan, it creates a deposit in the borrower’s bank account, thereby creating new money. This description of how money is created differs from the story found in some economics textbooks.
This process of ‘creating a deposit in the borrower’s bank account’ is as uncomplicated as it sounds. Perhaps even more so.
It simply means that the bank approves a loan, then types the numbers of the loan amount into the customer’s bank account. The process is entirely digital; no physical money has been created or exchanged at any point.
This has several implications.
Firstly, it means that individuals and businesses receiving loans from commercial banks is the source of nearly all the money in our economy. To put it more starkly – without people taking on bank debts, there can be no money.
This puts a different spin on the concept of ‘the irresponsibility of debt’.
I’m sure we all know of people who have taken out a bank loan, and then wasted it on trivial things. Often, we judge these people, calling them irresponsible or indulgent, and perhaps they are, but whenever anyone takes on bank debt, we too owe that person a kind of debt, as their taking out a loan has increased the amount of money in the economy which can be earned, spent, and taxed. This in turn means that a country’s Gross Domestic Product (GDP) will likely rise as the money supply increases.
‘But Why Has No-one Told Me This Before?’
Good question.
If the truth about money creation was news to you, you’re not alone. The overwhelming majority of the general public don’t know how money is created, and a 2017 poll by the campaign group Positive Money found that even 85% of MPs were unaware.
However, once you understand that money can be created out of thin air, with the push of a button, the debate on how to pay off the debts accumulated during the response to Covid-19, seems rather different.
This is even more true once you understand how central banks work.
Central banks are the national banks of specific countries. For example, in the UK, the Bank of England is our central bank, while in the USA, it is the Federal Reserve, and in the EU, it’s the European Central Bank.
Nearly every country in the world has a central bank, and much like commercial banks, they have the power to create money out of nothing – although central banks have the additional responsibility of trying to ensure the economy as a whole stays healthy.
But whereas commercial banks lend money to businesses and individuals, central banks chiefly lend money to governments, commercial banks, and other financial institutions.
The ability of central banks to create money and lend it to their national government, is of particular interest.
‘There’s No Magic Money Tree That We Can Shake, That Suddenly Provides For What People Want’
Those words were spoken by Theresa May on June 2nd 2017 when appearing on the television show Question Time, in response to a nurse asking why she hadn’t had a pay rise in 8 years.
And she was right; we don’t have a magic money tree that we can shake to raise money.
The truth is, it’s much easier than that.
All over the world, central banks have the power to create new money, which can then be used to pay for whatever is needed. And they certainly do use this power, although not in a way which benefits the general population as much as it could.
For example, in the UK, the Bank of England created £456 billion of new money between 2009 and 2017 through the use of quantitative easing, and this money went straight to commercial banks and other financial institutions, rather than into the hands of individuals or SMEs. Furthermore, none of this money has ever been repaid.
More examples of money being created to serve privileged interests, have come as a result of the Covid-19 pandemic.
A case in point, is the Bank of England’s Covid Corporate Financing Facility (CCFF), which has provided £58 billion worth of newly created money to some of the UK’s largest companies, including Easyjet, Greggs, and First Group.
In fact, the CCFF is not even available to small and medium sized businesses, as the terms of the scheme mean that, in effect, only the UK’s largest corporations are eligible for it.
Another example comes from the US Federal Reserve, who, in the early months of 2020, injected over $2 trillion dollars of newly created money into the American financial markets, in order to try and prevent a recession.
This proved successful to a large extent, but sending the funds directly to investment banks and corporate financiers means it is highly unlikely much of this money will filter down to ordinary working families.
Proof Of Concept
While much of the money which has been newly created by central banks in response to the Covid-19 pandemic has gone to the corporate class, the creation and distribution of these funds has at least shown what can be done.
Namely, money can be created from scratch by a central bank, and injected into the economy where it’s needed most. Indeed, the concept of a nation’s central bank creating new money to finance government spending, is not a new one.
It is a policy known as Direct Monetary Financing, and some influential supporters of Direct Monetary Financing include the economists Milton Friedman, Adair Turner, Willem Buiter, Jordi Gali, and Ben Bernanke, who was Chair of the US Federal Reserve between 2006 and 2014.
The Bank of England has in fact always had the power to create money for the UK government to spend in whichever way it sees fit, and occasionally this power is used. More specifically, the account which the government has with the Bank of England is called the Ways and Means facility, and every so often these two institutions work together to create new money, that the government can use to pay for the extra expenses which arise during challenging circumstances.
For example, following the 2008 financial crash, the size of the government’s Ways and Means facility (i.e. the amount of money the Bank of England created from thin air to assist with the government’s spending requirements) was nearly £20 billion.
And as a result of the Covid-19 outbreak, the UK government has already worked with the Bank of England to create new money, which will be used to help finance the government spending programs that have been introduced to protect the British economy through the pandemic.
Confirming this, a press release published by the Bank of England on 9th April 2020 announced that they had granted the Treasury a ‘temporary extension to the Ways and Means facility’ to help the government ‘smooth its cashflows and support the orderly functioning of markets, through the period of disruption from Covid-19’.
However, the Bank of England also said such an extension would be, ‘temporary and short-term’.
When reporting on this announcement, the Financial Times ran with a headline of ‘Bank of England to directly finance UK government’s extra spending’.
Making It Rain
So if money can be created by the government and the central banks at will, then why is this power not used more often to better fund the public services which we all rely on? Indeed, as Positive Money noted, the Bank of England creating money for the UK government to spend during the Covid-19 crisis, ‘demonstrates once and for all that the government need not depend on private markets to finance its spending’.
In short, if the NHS is low on funds, if schools are lacking resources, or if the police don’t have the equipment they need, then why can’t the government order the creation of more money, so all these things (and more) can be afforded?
Generally, the answer provided is that doing this would increase inflation.
This is not incorrect, but it is by no means assured that increasing the supply of money in an economy will make the goods and services more expensive.
The somewhat hysterical examples of Zimbabwe and the Weimar Republic are sometimes used as cases where the government creating money for itself to spend has led to hyperinflation, but when looking closer to home, both in terms of location and time period, it is easy to observe different outcomes.
Firstly, it is important to note that new money is entering the economy all the time, as a result of banks providing loans to their customers, foreign investment capital flowing into the country, and governments borrowing money from financial markets to fund their public spending commitments, yet whenever money from these sources enters the economy, the argument is never made that the increase in money supply will cause inflation to rise. And at times when inflation is high, rarely is the finger pointed at the money supply being too high.
Furthermore, as noted earlier in this article, the Bank of England created £456 billion of new money between 2009 and 2017 through the use of quantitative easing, yet inflation only rose by 2.77% a year on average in the UK for the period between 2009 and 2020. In terms of historical inflation rates for both the UK and other developed economies, this figure is remarkably low.
In fact, as a result of lockdown measures having reduced the amount of money being newly created by commercial banks granting loans (such as mortgages or startup loans etc.) over the past few months, some economists argue that we now have the opposite problem in the form of deflation, and that what we need now more than anything, is a fresh supply of money entering the economy.
For example, David McWilliams, a former economist at the Central Bank of Ireland, has said that:
We have an economic vaccine – it’s called money. We know the central bank prints it. It doesn’t even have to print it, it just has to put a zero after people’s accounts.
We have the vaccine, we know what to do. And amazingly, we’re not using it because of some morality idea that we can’t do this because it will lead to inflation, when we know we’re in a deflationary spiral.
It is absolutely nonsensical. It is as mad as a laboratory having the vaccination for COVID-19, and saying “we’re not going to use it.”
While Canadian historian Quinn Slobodian has noted of the US Federal Reserve injecting newly created money into the American economy, ‘Economists see no sign of inflation on the horizon. Some have become concerned about inflation in recent weeks, but others worry about the opposite – deflation.’
The Path Not Mentioned
Returning to the quotes at the beginning of this article from David Gauke, and from the BBC, about how the only options on offer to pay for the extra government spending that has arisen from the Covid-19 pandemic, are to raise taxes, increase borrowing, or cut spending, it should now be clear that this represents an incomplete set of choices.
One of the other options, which has been outlined in the article, but which (for one reason or another) is rarely mentioned by politicians, or by the media, is simply for the Bank of England and the British government to work together and create enough new money that the bulk of the Covid-19 spending commitments could be met through Direct Monetary Financing.
This is an option you may agree or disagree with, but knowing that it is even an option in the first place, will help us all to make properly informed decisions about where to go next.
This article was produced by Alex Belsey of New Frontiers Marketing
Direct email marketing, search engine optimization and search engine marketing are few of the tools which come under this category. They are becoming more and more common in the online world. It is a very popular form of advertising,
Media is important now because we have access to a large number of data and more and more people are having access to this large data. They often view and review the data pertaining to customers tastes, ever changing choices, etc.
Other forms of marketing include text messaging, mobile apps, electronic billboards, digital television and radio messages. All are powerful tools to enhance our visibility to the customers.
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
So What Exactly is Digital Marketing? It is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
Here’s a quick rundown of some of the most common assets and tactics:
Assets
Your website Blog posts eBooks and whitepapers Infographics Interactive tools Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.) Earned online coverage (PR, social media, and reviews) Online brochures and lookbooks Branding assets (logos, fonts, etc.) Tactics
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. (Read this post to teach yourself SEO in 30 days.)
Content Marketing
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. (Learn what goes into a modern content marketing strategy here.)
Inbound Marketing
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources for learning how to leverage social media marketing here.)
Pay-Per-Click (PPC)
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
Affiliate Marketing
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook and Instagram advertising.
Marketing Automation
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website. (Check out these 15 successful email marketing campaigns for inspiration.)
Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
What’s the Difference Between Digital Marketing and Inbound Marketing? On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?
The term ‘digital marketing’ doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.
Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.
Does Digital Marketing Work for All Businesses? B2B and B2C? Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say that all businesses should implement a digital marketing strategy in the same way.
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Finally I found a way to convert my knowledge in traditional marketing into digital marketing skills.
You will be surprised if you know how easy and fun it is.
I want to take you through my personal experience, it won’t be long, don’t worry.
I came from Italy two years ago, after I finished my degree course in marketing.
I wanted to find more job opportunities in England, because I think here every business is marketing orientated and as you can’t do marketing without knowing English.
I though that with my degree I could find some profession in marketing.
Although I have done many job interviews with different companies and agencies I didn’t find the right role for me.
I realize that, the skills that the companies wants now are different from the skills that I have learnt during my degree course, for the reason that all the companies are digital orientated.
I decided then to find a way to learn how to get into digital.
I am going to share with you how to switch your knowledge from traditional into digital, all the information I give you come from my personal experience, so are already tested.
So let me give you a quick guide on how to covert your traditional marketing education into digital.
When we are done you will know exactly how to start looking for a real improvement in your career. Ready? Let’s start.
Step 1
Search on Google for a course that allows you to learn both theoretical and practical knowledge.
With a Google search with the right keywords you will find a lot of courses, for example you could search for ‘digital marketing course plus internship’, or ‘digital marketing course for graduates’.
When you think you found the course that fits for you, read some reviews to make sure you are doing the right choice, you can call their costumer service to let them explain how the course is structured.
When you find the course that satisfy your needs you can start to convert your traditional skills into digital skills.
Based on my persona experience, I found the ‘ Osborne training’ digital marketing course, it was exactly what I was looking for, a course organised in two sections, the live class section and a period of internship with a digital marketing agency.
Step 2
When you start the course you will understand the difference between digital marketing and traditional marketing, exploring the basis of digital marketing and the main tools to become a digital marketer.
According to my experience after the course enrolment I started the online live classes with a private tutor who guided me from the marketing basis to the search engine marketing, digital marketing tools to advertise a company and the marketing strategy to build a business.
I have learnt how to use tools such as Google AdWords, Google AdSense, Facebook Ads and how to create and send marketing e-mails.
With the knowledge of this tools you can now boldly get into the digital marketing world, the more you practice and the more you better understand how to deal with the different scenarios you would face.
Step 3
You’re almost done!
Now that you finally have understanding in how to use the main digital marketing tools, you are ready to use them.
How to start though?
Normally to use this tools you should have a business, a web site or a Facebook page that you want advertise.
The easiest way to start, if you don’t have a business to promote, is to create a Facebook page and try to build awareness of it.
Facebook offers a platform, called ‘Facebook advert manager’, to advertise your own page, business or website, it’s easy and fun to practice.
If you choose a digital marketing course which allows you to do an internship or a work experience, you could practice and be guided into the responsibilities.
Going back to my personal experience, after the theoretical part I have done the Internship programme, which consist in a period of 3 months work experience made up of doing the task that a digital marketer would deal on a daily basis routine.
Duties like managing a blog, developing and managing digital marketing campaigns to raise brand awareness, tracking conversion rates and making improvements to the website, designing strategies to drive traffic to the company website, utilising techniques including paid search, SEO and PPC.
After completing all this tasks I got the skills to start looking to find a job as digital marketer!
That is the path I followed to convert my knowledge in traditional marketing into digital skills.
Are you ready to start the conversion? Don’t waste anymore time, find the course that fits for you and begin to learn something useful to your career.
Today nearly 80% of all the media that we consume come through digital channels. Massive internet usage and digital media has given rise to a new marketing concept called Digital Marketing. It is a broad area and considered to be the future of business development.
Digital Marketing is the most commonly used term for online marketing and it has several advantages over traditional offline marketing. With the help internet and mobile devices customer these days have access to information from anywhere in the world. Marketers these days use digital tactics to attract and convert audiences online.
This new age marketing methods helps to gain good reputation which is essential for a business to survive. It is the best way to reach out to your targeted audience. With the help of digital marketing one can reach many customers at a very little marketing budget. Unlike traditional methods you can measure the success of digital marketing campaigns with the help of analytical tools. Ever year more and more marketers put aside traditional marketing and focus on this approach. Successful marketing campaigns can be accomplished by integrating traditional methods with the digital marketing techniques.
Common methods of digital marketing
Email Marketing
This is one of the commonly used methods of online marketing. Email marketing enhances business communication, cost effective and Eco-friendly. By this method a message could be sent to a group of people by the use of electronic mail.
It is an efficient way to stay connected with your audience while promoting your business and also one of the easiest ways to reach your target audience.
Search Engine Optimization
It is an organic way of optimizing your online content to improve the ranking of your website on the search engine.
There are a lot of factors involved in ranking of a website such as title, keywords, relevance etc. SEO helps to ensure that your site is accessible and improve the chances of being found by the search engine. It is classified into two types on page and off page optimization. On page optimization is achieved through careful distribution of keywords and the quality of content on your site. Off page optimization involves factors that are beyond the control of your website. The primary goal of link building is to get other websites links to yours to improve SEO.
Search Engine Marketing
When someone searches for information or a keyword, SEM makes sure that your site appears at the top of search engine results. It uses a variety of techniques which helps the search engine to deliver your site to the web searchers.
One must clearly understand SEO before using SEM. It is one of the most efficient ways to spread your business across in this competitive world. Some of the components of SEM are ad auction, bid and quality score. Your maximum bid for a keyword with a great quality score determines your ad position.
Pay Per Click
The fastest way to reach your target audience can be achieved through P P C campaigns. You pay each time when someone clicks on your ad. For example, if you pay 1 rupee per click and when 1000 people click your ad it will cost you 1000 rupees. Based on the CTR (click through rate) the performance of you ad campaign is determined. It generates faster results by targeting the right people at the right time and at the right place. Since it costs money it is suitable for businesses that sell product/services.
Social Media Marketing
The process of marketing through various social media platforms such as Facebook, Twitter, and Instagram is known as Social Media Marketing. The primary objective of SMM is to produce content on social media that help an organization to increase brand awareness and customer reach. In social media companies can share content to achieve marketing goals.
Display Advertising
It is a form of conveying a message with elements like images, logos, graphics, audio or video to communicate to the target audience. Also known as banner ads, it gives a unique opportunity to re-target the ideal audience. You can also display ads to people based on their search behavior. Generally, display ads are seen alongside on search engines such as yahoo, Bing and Google.
Content Marketing
This type of marketing is done by creating and sharing free content to attract new prospects and retain existing customers. Informative content is shared in the form of articles, videos, info graphics etc. It helps in building strong relationships with your audience by providing them with relevant high quality contents. Your business goal should be aligned with content strategy to gain critical success.
How a fresher would benefit from digital marketing?
In digital world, online marketing is essential for running a successful business. Marketers these days are adapting from traditional to digital approach.
Digital marketing provide small businesses with resources to perform sales and marketing that were previously available only for large companies. It ensures the survival of online businesses. Today, brands are putting more focus on digital marketing than ever before. Digital marketing skills are in serious demand and provide a unique competitive edge for one’s career. It offers great opportunities around the world. There is a wide range of digital marketing roles which include jobs related to social media as well. It also provides a variety of opportunities to start your own career as an Entrepreneur. There are lots of benefits that digital marketing professionals can look forward in upcoming years. More companies embrace digital marketing as their primary marketing strategy which creates a plenty of job opportunities for freshers. The future of digital marketing seems to be very bright at the moment.
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At some point, most businesses engage external digital marketing expertise to provide inbound marketing, SEO, PPC, and social media services. In Dubai, that expertise comes in the form of either an agency or freelance talent.
In a tough B2C and B2B environment, budgets are tight, and largess limited, so how can prospective clients come to grips with the cost of digital marketing in Dubai?
Why Hiring A Digital Marketing Agency In Dubai Is Cheaper Than You Think! Up until now, establishing what the reasonable costs are for hiring a digital marketing agency in Dubai have been murky and anything but transparent. Relying on gut instinct won’t get you very far and public data on rates and fee for services remains elusive.
If you are considering tapping into external digital marketing expertise, gaining a clear line of sight on the average costs being asked for monthly retainers and hourly rates for digital marketing in Dubai can be challenging and time consuming to compile. Digital Marketing Pricing Survey Insights A recent survey by Credo, a company that matches prospective clients with marketing agencies or consultants released the results of its latest survey of digital marketing pricing. The survey was distributed to 184 respondents across 19 countries and produced some interesting insights on the present trends for the cost of digital marketing. Freelance consultants consistently price based on hourly or monthly base rates and project fees. Worldwide digital consultant rates continue to be based on years of experience. Consultants with 1-3 years of experience, charge around $88, while those with 10+ years of experience charge an average of $189.
Agency pricing appears all over the map. Agencies with 2 to 5 employees and 6 to 10 employees actually charged more on average than agencies with 11 to 20 employees according to the survey SEO agencies appear unsure about pricing their services with pricing being all over the shop. The survey showed an hourly range of $145 to about $181 Agencies and consultants with a strong strategy focus charge higher rates compared to those with a broader portfolio of services Monthly retainers, project fees, and hourly rates are all higher for strategy related services
Implications For Clients
With so much variation in rate schedules and competition from freelance consultants, the cost of hiring a digital marketing agency in Dubai may be cheaper than you may expect.
Assess precisely what digital marketing services you are after, overlay that with a monthly service fee from a pool of prospective agencies, and use that as the starting point in your negotiations. Most agencies are very clear about their cost base and what utilization rates they are targeting and so consequently, understand just how far they can comfortably negotiate. Agency Versus Freelancer As you would expect, there are some key differences in pricing between freelancers and agencies:
Freelancers are mostly servicing clients through a blend of hourly rates and project based fees.
Agency preference for monthly-retainer contracts is not surprising, after all, they usually have more overhead to cover
The average digital marketing industry monthly retainer contract starts at $1,000 and ranges up to $5,000.
The larger the agency, generally, the more services they offer under one umbrella. If you are looking for a blend of digital marketing services, hiring an agency will reduce the amount of coordination you need to do as a client. The larger the agency, the more customized solutions it usually provides, and hence, the higher the average price point per customer required to cover that specialized expertise and talent. The Best Clients Often, small and medium-sized businesses feel they are at a disadvantage in negotiating with an agency due to their lack of scale compared to larger clients. However, frequently, small, and medium-sized businesses are the best clients from an agency perspective.
The reality is, digital advertising as an industry in Dubai, is still a comparatively immature market, and the majority of agencies lack the corporate expertise and infrastructure to service enterprise scaled customers.
Hence small to medium businesses provide an agency with reliable bread and butter revenue streams without the complexity and high servicing costs that come with large multinational clients. So, if you are a small or medium-sized business, don’t be embarrassed to negotiate with an agency. They need clients like you, another reason why the cost of hiring a digital marketing agency in Dubai may be lower than you may expect! High Demand Agency Services Despite the profusion of digital marketing services, SEO and PPC services remain most agencies primary sources of revenue. The top five services sought by clients are: SEO PPC management Social media Content marketing Analytics and UX
Analytics and user experience design (UX) are surging in popularity as their importance to attracting prospects and retaining customers becomes clear. This recognition is reflected in their growing footprint within the portfolio of digital marketing services clients are seeking from their agencies.
While this is good news for the industry as a whole, as it indicates a more disciplined and structured approach to digital advertising in the Middle East. It also points to a continued lack of recognition by business owners and marketers of the need to put in place adequate analytic capability in-house.
Similarly, ensuring an engaging user experience from the launch of a digital marketing initiative would go a long way towards supporting the consumer acceptance of online marketing particularly as regional Internet users have become more experienced and have higher expectations of the online UX.
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Conclusion If you are in the process of hiring a marketing agency, the news is good. The cost of hiring a digital marketing agency in Dubai may be lower than you anticipate and there are different pricing structures and models available.
Many agencies use a combination of pricing models such as monthly retainer for standard services, milestone pricing for projects they do frequently, or hourly pricing for new or more complex work. Discuss which pricing model works best for you with your prospective agency and you may be in for a delightful surprise!
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Digital marketing agencies play a big role in helping personal brands and businesses make their mark online. Without the help of digital marketing, it would be difficult for a business to achieve its full potential – in terms of customer reach, relevancy in the industry, and branding.
Brands do not grow overnight. They require marketing and advertising to establish their presence in the industry.
Growing Your Brand with Effective Digital Marketing Agencies
Similar to traditional marketing strategies, results from campaigns from digital agencies can be dramatic. Blogging can bring in 67% more leads compared to brands that choose not to do so. Conversion rates are also higher through online marketing efforts compared to traditional advertising campaigns.
Effective Digital Marketing Agencies are Adaptive
Most brands invest in digital marketing agencies looking for immediate results. Afterall, they are paying for such services to improve their lead generation and brand recognition. However, a true effective digital marketing agency does not only deliver fast, they can also deliver accordingly even during changes in the marketing environment.
A responsible agency will immediately adjust their marketing campaigns and inform their clients during significant changes in the digital marketing climate. They continuously test their own assumptions and provide high value to their clients, helping them get ahead of the competition.
They will never stop testing and reworking campaigns and strategies to boost your brand’s ROI and maintain a balance between the marketing efforts and the results that come together with these campaigns.
Creates a Balance Between Advertising and Content Creation
Advertising is an effective marketing strategy to connect to people for your business. However, advertising involves cost. The more people you want to reach out to, the higher your expenses will be. Although it is an essential factor required to market your business, there are other options in generating organic traffic and leads to your website without having to pay for advertising – content marketing and link building.
If a marketer fails to mention the importance of link building and content creation for your brand, you can say that you are with the wrong partner to help you with your business. Content marketing is an essential area in digital marketing that fuels brands with “free organic traffic” from the web.
In a generation that relies on the internet as its main source of information – for news, brands, ideas, and knowledge, failure to tap into content marketing is a waste of resources. Getting listed in search engines, for free, is only possible through content marketing and link building efforts.
Communicates Regularly
Successful online marketing agencies do not limit themselves with regular reports that they facilitate to their clients. On top of the reports that they do, they communicate regularly with clients, informing issues that require immediate attention or approval from the client’s side.
A partner agency will have a hard time running a campaign for a client if they are not equipped with the right methods in communicating with their client. There should be a personal rapport between the team and the clients to ensure a smooth flow in the whole marketing processes. Communicating through digital means can be complicated at times, thus building and establishing relationships that would remove these communication barriers is a must.
Digital Fluency and Strong Problem Solving Skills
Different clients require different types of marketing campaigns and strategies. Fluency in digital marketing, in all its aspects, whether in print, television and social media is a must. Mastery in the use of technology, together with the latest tools of the trade should also be one of the prerequisites brands should look out for when dealing with internet marketing agencies.
The people behind a digital marketing agency should be able to adapt changes in the internet scene as well as technological changes in marketing and advertising efforts. If your digital marketing partner fails every time Google releases a new update, you might want to re-evaluate and consider looking for a different team to help your brand.
Working within deadlines, recognizing and dealing with problems as they develop and quickly placing things in order during unexpected issues are strong points every successful marketing agency poses. Without problem solving skills, it would be difficult to help a brand achieve their goals and build a strong online presence for the brand.
As a brand, take time to find the right people to trust for your digital marketing needs.Working with successful digital marketing agencies helps fast track your goals as a brand. Find one similar to your work culture to easily build a good working relationship and rapport with their team. With due diligence, you’ll be able to find a digital marketing agency that works for you.
Digital marketing agencies should always be upfront with what they can do and what they are capable of. It gives clients assurance on how they are committed and equipped in helping brands amplify their online presence. QRx Digital Marketing Agency can help you achieve your marketing goals.
