Right now, technology is progressing at such a fast pace for everyone, including online businesses. This progression has led to some serious benefits in the world of e-commerce and digital marketing, but it also means that customer expectations are higher than ever. Statistics show that 75% of smartphone users expect immediate information when using their devices, and 51% believe that businesses should be available to chat 24/7.
“That’s ridiculous! I’m just one person!”
We can hear you shout through your screen, and yeah, at first glance it sure does seem ridiculous, but let’s not forget you’re not just one person. You’ve got technology on your side. Technology doesn’t need to take breaks or go to sleep or have a two week holiday in the Bahamas to blow off the cobwebs. Technology is your little workaholic friend. You can use it to develop an always-on marketing strategy that satisfies your customers while also letting you rest. Because, you know, you’re human, and being switched on all the time isn’t a healthy way to be.
In this blog, we’ll take you through some of the most useful always-on marketing strategies to help you out. Soon enough, you’ll have happy customers and a business that operates 24/7, all while maintaining 8 hours of sleep a night (hopefully). Fasten your seatbelts, drivers! We’re heading out on the road to success.
We know that customers now expect near-instantaneous responses from businesses when they shop online but did you also know that personalisation has a massive effect on buying habits? According to Accenture, 91% of consumers are more likely to purchase from businesses that provide a personalised shopping experience. Always-on marketing combines 24/7 availability with highly personalised content strategies to create content for customers that serves their exact requirements whenever they need it.
While other marketing tactics focus on campaigns that push products in short bursts, always-on marketing has an unwavering presence. It helps businesses reach their target audience, retain their customers, and consistently build brand awareness. Even though many always-on marketing strategies are automated, they still require some manual work, not only in content creation but also for market research.
To keep your content personalised, always-on marketing heavily relies on first-party data collected from your customers. With cookie policies changing soon, collecting this data can require a little more effort and innovation. However, once you have conducted your market research and created your content, the hard work is pretty much over. Simply set up your automations, leave them to run in the background, and analyse the data they produce whenever you need.
Okay, so let’s have a look at the most popular always-on strategies used today. You’ll want to implement strategies that are easy to maintain and will make customers feel as though the content is there to serve them and their particular needs. The following marketing tools are easy to personalise and are incredibly effective at helping business owners retain customers while also attracting new ones. They can also be dispersed between multiple sites to help you get the most reach, making it easier for customers to find you no matter from where they are searching.
Email automation is one of the easiest ways to create a personalised shopping experience for your customers. It utilises your website analytics to help you target people based on product preferences, behaviour, and past purchases. Email automation is a great way to use a customer’s past buying habits to personalise the offers they receive in the future. What’s more, getting people to sign up to receive emails is also a fantastic way to convert new traffic into leads. Simply create a pop up that encourages them to sign up (a 10% discount will usually do the trick) and ask them to select what offers they’d like to hear about in the future.
These emails also save business owners an immense amount of time as they can create a personalised experience without having to write individual messages to every single customer. That’s because the personalisation of these emails doesn’t hinge on the content inside them. Instead, it comes down to the specific times that customers receive these messages. For example, a welcome email can contain the same message for every customer. The personalisation comes down to it only being sent to them right after they sign up.
Automations can be triggered to be sent out at any number of specific times. In doing so, these triggers create a shopping experience that comes across as specific to each client without you having to spend forever writing individual emails for every customer. Examples include:
Chatbots are great for providing instantaneous customer support. They’re able to interact with consumers in real-time and give them that personalised, speedy service we talked about earlier. There are a few types of chatbots available but ultimately, they’ll all assist with your always-on marketing strategy. Chatbots are also better than humans at dealing with loads of information and can scan a consumer’s enquiry and provide a solution almost immediately. Whether it’s two in the morning or 6pm on a Sunday, you can rely on chatbots to deliver premium customer support and solutions.
As we said, consumers crave convenience so if you really want to keep their attention (and their business) we highly recommend implementing on-demand resources. Look, you don’t have to flood your customers with a plethora of information they didn’t ask for or mightn’t find useful, but if there’s anything you think they could benefit from when it comes to your goods and services, make that information available. This could look like:
Making these resources super accessible also decreases traffic to your customer support team as studies show consumers often look for their own solutions before turning to customer care.
This sounds like a given, but you’d be surprised how many businesses either forget or don’t know how to use social media to their advantage. But, there are so many features on social media that assist businesses with always-on marketing. Here are some examples:
Is your website a highway at peak hour? Because boy, you’ll be getting a lot of traffic with the help of our digital marketing experts. We’re passionate about helping businesses all over Australia harness the power of digital marketing to take their sales to the next level. If you’re ready to give traffic to your website the green light and learn how to increase sales and engagement through an always-on marketing strategy, contact the team at Get More Traffic today!
Did you know that in recent years the average attention span dropped from 12 seconds to about 8 seconds? These days we’re bombarded with so much information left and right that it becomes difficult to keep up. But is our attention span really shrinking?
In a recent study by Edison, they found that Australians are listening to an average of six podcast episodes a week. That’s a total of about 4.3 hours. Similarly, it was reported that Netflix viewers watched an average of 3.2 hours of streaming video per day in 2020.
What this tells us is that as long as a piece of content is highly relevant to us personally, then it has the capability to hold our attention for as long as necessary.
But how do you make sure your content is relevant to your specific audience? Short answer: clear, concise, and precise copy. And listed below are 5 practical tips on how you can achieve that.
One way to make your content relevant to your audience is to immediately pick up on what sort of problems your target audience is currently facing.
Are they having trouble planning and preparing meals for the family? Or maybe they’re figuring out how to increase foot traffic in their local store?
Focus on the problem you’re trying to solve and highlight that at the beginning of every piece of content you put out, whether it’s a blog post, an email, or an Instagram Story.
The faster you can make your audience realise that your content is relevant to them, the better.
So you’ve gotten their attention. That’s great! The next step you want to take with your content is to give them the solution you’re proposing upfront.
Don’t beat around the bush. Don’t be vague or generalise what it is you’re offering.
If you’re offering meal prep services that will help parents save time and energy, make sure you mention it right away. Give your audience a teaser or make them a promise that as they scroll through your content, you’ll be able to deliver them a solution to their problem.
Did you know that personalised email subject lines increase open rates by 10-14%?
Personalisation isn’t just about inserting a person’s name on a subject line, though. It’s about connecting with your audience at a deeper level.
Talking about their pains and problems establishes a connection between you and your audience. In order to drive that connection deeper, however, you have to speak the same language.
Spend a few minutes every day lurking in forums, Facebook Groups, or the comments section of competitor websites and pay attention to the words and phrases that are used. Chances are there will be some common phrases that come out.
Now, start using those words in your content and copy, and you’re bound to create stronger connections with your audience.
There’s a reason why inserting scarcity or a sense of urgency is a popular tactic in marketing: no one enjoys the feeling of having missed out on a valuable opportunity.
Nothing helps increase clicks and conversions more than the fear of missing out. The more often you’re able to add a sense of urgency to your copy, the better your conversion rates will be.
Is your promo offer or discount going away in 24 hours? Make sure to highlight that in your image and copy. Are you in short supply of a highly in-demand product? Let your customers know right away and there’ll be even more demand for it.
Did you know that personalised call-to-actions (CTA) have been shown to perform 202% better than a basic CTA?
Personalised CTAs are tailored towards an individual. The best way to go about this is to use language that takes into account whether they’re a new visitor, a frequent visitor, a lead, or an existing client or customer.
At the same time, clear and concise CTAs are what drive results. Don’t be shy about placing more than one CTA on an email or landing page. Make sure your audience gets as many chances as possible to opt into your offer.
Now sure what composes a good CTA?
The best CTAs often have one or more of the following elements in them:
As you start to apply these 5 copywriting tips to your ads, blog posts, landing pages, and social content, you should be able to drive better results to your marketing efforts, increase your sales, and eventually scale your business.
If you’re having trouble managing your digital marketing campaigns, however, we at Get More Traffic are more than happy to lend a helping hand and help you get on the fast lane to success.
Are you a music lover? Imagine standing in line to buy tickets to the greatest concert ever. Or, if it’s more appropriate, imagine standing in line outside of an Apple store at 5:00 A.M. just so you can be one of the first to purchase the latest model with some game-changing features and updates.
The curiosity that blossoms when you first hear about this thing, the anticipation that comes with standing in line, and the joy and excitement that hit home when you finally hold that ticket or phone in your hand is the power of emotional marketing.
Marketing, in its essence, is all about conveying a message that resonates and creates a connection between the audience and the business. It’s about creating an emotional connection through the telling of a relevant story.
The way that a brand makes you feel and the experience that comes with associating yourself with that brand help create this overall experience. And this experience results from Emotional Marketing. It’s this experience that moves someone from being just a prospect into a customer, and eventually, an avid fan.
There are a lot of factors that contribute to creating an emotional response in your audience. One element that’s usually the first thing that people notice are the visuals that you use, particularly in your web design.
The way your website is designed should be able to convey the experience of what it’s like to engage and be a part of your brand. Avoid cold and distant designs and focus instead of bringing your brand personality to the forefront.
One example of a brand that does this well is Chubbies Shorts, wherein if you scroll down a bit after the header and some announcements on sales, you’ll get to a part that says, “Welcome to Chubbies. Here is what we believe. We believe in the weekend…” This part goes on into what seems like a manifesto of who Chubbies is and what they’re all about.
This is where both the visuals and copywriting mix and intermingle to create an overall cohesive experience. Audiences who buy into the Chubbies philosophy and experience are more likely to engage with the brand and purchase their items.
Marketing and advertising are really just another way of telling and sharing a story.
Keep in mind, however, that it’s not just about you telling your story as a brand or as a business. Rather, it’s about telling your ideal customer’s story better than they could tell it themselves. The best way for you to connect with your audience is to communicate in a way that speaks to them. Use words and phrases that they would use when they try to communicate their pains and problems.
For Chubbies, it’s all about comfort, freedom, and fun. It’s all about the weekend and enjoying the weekend.
For Apple users, it’s all about beautiful, sleek, and intuitive design and use.
Think about the ads that have stuck with you in the past. Think about how they made you feel. Think about how they stimulated your curiosity, how they built up that desire in you to want to purchase their product.
More often than not, they connected with you because they told you a story. And it’s not just any story. It’s your story.
The reason you went out to buy their stuff was because you saw yourself in that ad, in that image, in that setting. And you wanted to be that person.
Emotions are what bridge the connection between a brand and its customers. And the best way to bring out those emotions is through the art of storytelling. It’s not enough to be technically-savvy with design. It’s not enough to be grammatically correct.
Find a way to emotionally connect with your audience by letting them know that you get what they’re feeling. You understand where they’re coming from. And you can help them.
As digital marketing experts, we are expert storytellers as well. Want your brand’s story told? Need help with spreading your story to your ideal audience? Call us today and let’s talk about how we can position your brand as one that people will not only recognise, but will wholeheartedly follow.
While big brands like Google, Amazon, or Apple continue to dominate the consciousness of many people across the globe. Big companies with big budgets are often difficult to emulate or follow, especially for small businesses. But let’s not forget that there are millions of businesses in Australia and New Zealand that create two-thirds of our jobs.
Get More Traffic primary focus has been to help these small businesses achieve their own successes, often by taking inspiration from some of these bigger names and brands and implementing similar tactics and strategies that better fit the small business model.
In this post, we want to continue to help by taking a deeper dive into 3 ways that you can build your brand without having to spend a huge chunk of your budget on prime time TV commercials, or highway billboards.
Step 1: Offer Something Unique and Superior.
Author and marketing expert, Seth Godin often talks about how marketing is all about being remarkable (something worth being made remarks about).
Being remarkable is more than just finding small gimmicks, though. It’s about being different enough and special enough for people to take notice.
A local bag maker might not compare with Louis Vuitton’s marketing budget. However, that same shoemaker can leverage the fact that their products are locally produced from high-quality materials, and are lovingly made by an exceptional artisan.
Remember, you don’t need to dominate your industry. Instead, focus on serving customers within a niche market. Focus on local buyers who are after premium products. People are more than willing to pay for quality craftsmanship.
Artisan products may be time consuming and may not scale, but having something made by hand with extra love and care creates a sense of authenticity that factory-made products can reproduce. Also, having that item personalised increases its value even more for the customer that’s paying for it.
Being local has some powerful advantages against the larger competitors. In cases like these, it’s important to stress those roots, that authenticity, and intentionally distance your brand away from mass-produced products and rivals.
Step 2: Make Yourself a Trusted Expert
Content remains an integral part of every marketing campaign, whether for big brands or small businesses. Creating content (whether a blog, vlog, or podcast) can do wonders for your brand, especially if you position yourself as an expert and make it a point to always be helpful towards your audience.
“How to” content, specifically, has always been popular. Just look at Dale Carnegie’s “How to Win Friends and Influence People”, a book that was published way back in 1936 and has sold way over 30 million copies worldwide, naming it one of the best-selling books of all time.
Audiences love free tutorials that can help them become pick up new hobbies, or improve certain skill sets. Make sure your content is informative and actionable, relevant and practical while still containing the distinct voice that’s unique to your brand.
If educating others isn’t exactly your jam, you can always simply feature what it is you do, and how well and amazingly you do it. Nick Pedullá is a furniture craftsman based in Sydney who shares videos of how he goes about building and finishing his custom-made furniture to his 18,000 followers on Instagram. Cutting Edge Country has gained a following of over 22,000 on Instagram, sharing the quality of their boots, jeans, hats, and other fashion & giftware items.
Step 3: Invest in Online Advertising
What makes digital marketing and advertising worth it is that you’re able to find and target the people that are most likely to be interested in your brand and your products. You can target locally or country-wide, depending on your customer base, and serve ads to only the most engaged audience.
These days, it’s more important than ever to establish a footing online, especially for small-to-medium businesses. We understand, though, that diving into Google Ads, SEO, or social media can take a lot of time and effort. Thankfully, agencies like ours exist.
If you’re interested in taking your business to the next level, increase your brand awareness, and gain more customers, leads, and sales, call us today so that one of our agents can discuss how we can best help you and your business.
Landing pages play a very important role in digital marketing. An essential part in the customer journey, landing pages are one place where you can turn visitors into either customers or followers.
A landing page is a dedicated web page on a website often created as a part of a marketing or advertising campaign. It’s a standalone page where a visitor lands after clicking on a link in an email, or ads from Facebook, Instagram, YouTube, Google, Bing, or other social and search platforms.
Unlike other web pages which encourage the exploration of your entire website, a landing page is geared towards a single focus and predetermined goal. It makes use of compelling copy and a strong call to action to encourage users and visitors to take the next step in your customer journey.
The key difference between a landing page and a home page is focus. A home page is like a busy commercial district with dozens of crossroads and intersections. A home page is focused on directing visitors to other important sections and locations of a website, with multiple links, buttons, and entry points.
A landing page, on the other hand, is like entering and exiting a tunnel with a single destination. Your intention is to have your visitors see the light at the end of it. They direct a visitor towards a single purpose. That means that there are only very limited navigation options.
When it comes to design, there are several types of landing pages that exist on the web such as squeeze pages, splash pages, and infomercial pages. However, all these types of landing pages can be categorised into two main types:
Lead Generation Pages are a form of landing page whose main purpose is to collect data such as the names and email addresses of visitors. In exchange for that data, an offer is usually made such as free ebooks, whitepapers, exclusive content, or webinars.
This is usually done to establish a direct relationship with a user, nurturing that relationship over time and is used by both B2B and B2C businesses.
Clickthrough Landing Pages are more common for ecommerce and software-as-a-service (SaaS) businesses. These landing pages are usually sales pages where the user can view pricing plans or go through the checkout process.
Because of the high-intent nature of a landing page and its hyper-focus, they are often optimised to create the best possible results. From the design, to the copy and the offer, landing pages turn your website visitors into either leads or customers. This makes them more important than many other pages on your website.
A good landing page can be the determining factor that turns your marketing or advertising campaign into a success. That’s why it’s important to get it right.
Building a landing page, however, can be difficult, as it requires several sets of skills, including web design and copywriting. But that’s where agencies like ours come into the picture. With years of experience on our belts, building a landing page that converts is something we can definitely help you with.
So if you have landing pages that you feel need a quick makeover, or you’re starting from scratch, our experts are just an email or a call away.
As with every piece of content that you write, the content you curate must have value. I’m sure we’ve all, at one stage, thought that there has to be an easier way to collecting links and images that may, someday, prove valuable to us. Well, there is, and for each skill level, so every marketer should make use of these content curation tools because they will make your brand/business/company more trusted and reputable.