Arrow Digital » SEO Blog http://arrowinternet.com.au Attract | Engage | Grow Thu, 29 Sep 2016 05:48:26 +0000 en-AU hourly 1 http://wordpress.org/?v=4.2.10 The new rules: Instagram for Business http://arrowinternet.com.au/blog/the-new-rules-instagram-for-business/ http://arrowinternet.com.au/blog/the-new-rules-instagram-for-business/#comments Tue, 06 Sep 2016 06:31:40 +0000 http://arrowinternet.com.au/?p=6927 What’s new in the social media world? The latest news flash is that Instagram and Snapchat are arch enemies battling to the death to try and outdo one another. It appears that Instagram has emerged victorious. And why is this news important to you, dear business owner? Well, while Snapchat is the lesser known, less […]

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What’s new in the social media world? The latest news flash is that Instagram and Snapchat are arch enemies battling to the death to try and outdo one another. It appears that Instagram has emerged victorious. And why is this news important to you, dear business owner?

Well, while Snapchat is the lesser known, less reached for mobile app by businesses, Instagram has gone off and copied Snapchat’s thriving ‘My Story’ share feature with the introduction of ‘Instagram Stories’.

With the new addition, Instagram is riding the unwavering success train. For the very first time, businesses now have a powerhouse app that goes beyond bikini clad models, protein shakes and a viral photo of a Kardashian behind at their disposal – Instagram is an outlet not limited to creating buzz, but for leads and sales, offering avenues for businesses to narrow the gap between their targeted audiences, and data to extrapolate on their behaviours. In short, it’s never been a better time to be on Instagram.

What’s different?

Instagram racks up a whopping 500 million active users, with an astounding 300 million opening the app on a daily basis. Suffice to say, the platform is only going to get stronger in shaping a customer’s spending habits and sources of inspiration. 

But with feature overhaul at Instagram HQ, the playbook has been thrown out. Long gone are the days where businesses manning virtual real estate simply fade into the background; Instagram recently introduced a new algorithm to keep up with the quantity of content produced on the app, displaying the posts we care about most higher up in our feeds. So unless you want your account to vanish into the realm of overpopulated feeds, it makes sense for businesses to capitalise on the new features offered in Instagram for Business.

With Instagram for Business, you have free access to:

  • Carousel posts
  • Facebook for Business sync
  • Insights and analytics
  • Promote your best posts by turning them into ads
  • Optimise your profile for sales
    • Customise your contact button: email, text, call or get directions straight to your door
    • Switch on business profile mode to access insights and promote your posts without adding a contact button to your profile
    • Link to Facebook Pages
  • Instagram stories
    • Upload a post like you would normally
    • Add text, emojis and more
    • Publish it on your account where it can be played as many times as your followers like
    • Viewers can respond with direct messages to your Instagram inbox
    • Posts disappear after 24 hours

There’s no doubting that Instagram’s booming success is fast becoming the app any business would be crazy not to be on. All the effort is going to fall into Instagram’s back pocket, so it’s a delicious incentive to cash in now.

Will Snapchat become extinct? Who knows. But the important question remains: are you on Instagram?

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Arrow Digital launches ‘Digital Marketing for Today’s CEO’ workshop http://arrowinternet.com.au/blog/arrow-digital-marketing-for-todays-ceo-workshop/ http://arrowinternet.com.au/blog/arrow-digital-marketing-for-todays-ceo-workshop/#comments Wed, 17 Aug 2016 04:08:55 +0000 http://arrowinternet.com.au/?p=6750 Are you leading your business in the right direction? 89% of Australian CEOs want to make the most of digital technology to boost their return on investment. But 35% are fazed by mastering this art. So how do you take advantage of the 14 million active social media users in Australia? At Arrow Digital Marketing, […]

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Are you leading your business in the right direction?

89% of Australian CEOs want to make the most of digital technology to boost their return on investment. But 35% are fazed by mastering this art. So how do you take advantage of the 14 million active social media users in Australia?

At Arrow Digital Marketing, we are delighted to announce ‘Digital Marketing for Today’s CEO – our four-hour, highly sought-after interactive workshop, enabling you as head of your organisation to learn from our proven strategies to take control of your digital marketing efforts, track the success of each channel and implement solutions that get results.

With our workshop, you will walk away with a digital marketing plan guaranteed to transform your company’s online presence, explaining how to best adapt to and benefit from new technologies and tools to excel in the digital arena.

Our workshop is conducted with a practical, active focus in mind. You will learn how to target your audience at the right time in the right place with the right message through our dynamic discussions, face-to-face meetings and stimulating exercises that teach you the digital marketing tactics you need to stay afloat in the digital world.

We know that CEOs are the facilitators of change in businesses, so by taking stock of our digital mindset and adapting these strategies for specific circumstances, we can better delegate and implement our marketing efforts more effectively.

With the ever-evolving technological landscape, ensuring that you remain an agile player on an uneven playing field has never been more important. By harnessing your digital skills and strategy, you can assure that you will retain your market standing – or better yet, kick it up a notch – using our measurable marketing tactics.


When you register today for our Digital Marketing for the CEO workshop, you will receive as an exclusive $50 early bird discount off the $97 workshop fee, on top of $800 worth of bonuses:

  • A complimentary, tailor-made digital marketing plan with your client/customer in focus, including the latest digital tools and technologies to implement for your overall marketing strategy
  • A knowledge pack overflowing with valuable tools and templates that have been tried-and-tested to help you put theory into practice
  • A digital marketing handbook outlining all information covered throughout the workshop to revisit as often as you’d like
  • $150 worth of Google AdWords credit to help you and your organisation kick-start your digital marketing journey!

To secure your place in our highly sought after workshop and redeem your early bird registration offer, visit our workshop EventBrite registration page now!

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#Censusfail: Lessons in Preparedness from Australian Census 2016 http://arrowinternet.com.au/blog/censusfail-lessons-in-preparedness-from-australian-census-2016/ http://arrowinternet.com.au/blog/censusfail-lessons-in-preparedness-from-australian-census-2016/#comments Wed, 10 Aug 2016 04:06:55 +0000 http://arrowinternet.com.au/?p=6683 With the trending of hashtag #censusfail, it’s safe to say that the rollout of Australia’s 2016 electronic census was an undeniable PR nightmare for the Australian Bureau of Statistics (ABS). Last night, Australians across the nation were prepped to jump online for an allegedly, ‘quick and convenient’ census collection. Instead, the website servers crashed into […]

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With the trending of hashtag #censusfail, it’s safe to say that the rollout of Australia’s 2016 electronic census was an undeniable PR nightmare for the Australian Bureau of Statistics (ABS). Last night, Australians across the nation were prepped to jump online for an allegedly, ‘quick and convenient’ census collection. Instead, the website servers crashed into the evening leaving hundreds of thousands of frustrated users with error messages and fears of a fine. This is the first year the ‘e census’ has replaced the paper-based form, after the ABS trialled it as a user option in 2011.

 

This census was marked by controversy long before last night’s debacle, with numerous concerns and complaints arising over new legislation regarding the privacy and storage of data. Perhaps in anticipation of the backlash, the ABS had warned of $180 penalties issued for non-compliance and failure to complete the form on August 9th.

 

Come Census day, users began reporting errors from approximately 5pm, and by 8pm, the website was entirely inaccessible. Users flocked to social media to vent their anger and it was assumed that the website crashed due to an inability to support such a high capacity of traffic during a peak period. The ABS had previously claimed to have tested the system to handle 1,000,000 form submissions per hour, along with back up ‘reserves’. Indeed, $500,000 was spent on rigorous load testing servers.

census-fail

Applied to general marketing process, it is never too early to ensure your preparedness. The ABS had 5 years to plan and test the functionality of the site and still failed in their deliverable of providing a technically sound, secure and hassle-free user experience. At the time of writing, access to the census has still not been restored.

 

Furthermore, their social media response was sorely inadequate. It took a whole 40 minutes for them to respond after pulling the site down completely and leaving users in the dark. People expect a much faster response on social media, especially when we are talking about a time- sensitive event.

 

Given the negative publicity in the lead up to Census night, the ABS should have responded well before users’ imagination could fill in the blanks and further erode the organisation’s reputation.

census-twitter

Your business may not be in the same position as the ABS in terms of scope or reach, but the same lessons apply when leading an enterprise big or small.

 

3 key lessons:

 

Don’t stay silent. Ignoring complaints and issues when they first hit will not insulate you from bad publicity- it will likely ignite more. Even if you don’t have a fully-fledged answer at the time, offer what information you do have to start an ongoing dialogue. It is harder for consumers to stay angry when someone is trying to actively cooperate with them right from the beginning.

 

Pre-plan communication. Try to prepare a response for every possible eventuality to ensure that communication is prompt. Planning after the fact will lose valuable time and is more prone to poor judgment.

 

Stay human. Take responsibility and own up to your mistakes, as people are generally more forgiving when they can relate to you. Don’t let yourself be positioned as a faceless organisation that doesn’t care, as you will find it harder to regain public support.

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Algorithm Agony: 5 Ways to Work With The New Instagram Algorithm http://arrowinternet.com.au/blog/how-to-use-new-instagram-algorithm/ http://arrowinternet.com.au/blog/how-to-use-new-instagram-algorithm/#comments Tue, 09 Aug 2016 07:32:50 +0000 http://arrowinternet.com.au/?p=6634 Unless you’ve been sitting under a social media rock, you’ve noticed that Instagram has been busy rolling out some serious changes to its app. Many users believe the developers updated to a multicoloured logo to distract from a bigger overhaul, namely the controversial Instagram algorithm change. Instead of viewing feeds in order of time posted, users […]

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Unless you’ve been sitting under a social media rock, you’ve noticed that Instagram has been busy rolling out some serious changes to its app. Many users believe the developers updated to a multicoloured logo to distract from a bigger overhaul, namely the controversial Instagram algorithm change. Instead of viewing feeds in order of time posted, users are now shown posts in the order Instagram believes they will want to see upon first opening of the app.

So what does this mean for businesses?

How do we avoid falling into the big black void of social media advertising? How do we not only stay afloat but come out on top on a platform that’s only getting more and more saturated with content?

I recently published an explainer on how Instagram’s new changes were going to affect its 400 million users. 

And just this month, Instagram have upped the ante, with not only their new business profile ‘Contact’ buttons – with direct links to email, call, or get directions straight to your business – but with Instagram Stories that might make other social media accounts redundant.

No matter what your business objectives, what better time than now to be sharing my tips on making the most of these changes to maximise your reach…

 

Engage, engage, engage!

The easiest way to keep people coming back to your content – and interested in your business – is by interacting online. Instagram followers that already liked and commented on your content prior to the algorithm revamp will be shown your content even more now, as Instagram considers your posts relevant to them. Even if you’ve posted content a few days ago, those most likely to convert with a like here or comment there are going to be shown your content like new when they reopen the app on another day. Great! So, the best way to secure a returning (Insta)‘Grammer and keep them away from that ‘Unfollow’ button is by reposting – sending the love right back at ‘em!

Call them into action

Just because Instagram is an image-centric app doesn’t mean words aren’t important. Having catchy captions, particularly ones that spark engagement through a call-to-action will do wonders for your business and keep your posts hanging around longer in feeds. Tell browsers how to ‘get your free quote now’, ‘claim your free trial’ or ‘follow the magic’. Don’t dismiss competitors or influencers either – the more exposure, the better.

Quality over quantity

Now it’s all well and good to keep your existing followers happy, but what about attracting others? The best way to attract Instagrammers is by posting less frequently with a better quality feed. Why? Because instead of a saturation of posts scheduled at every waking hour of the day to cover the most cyber turf possible, we now need to embrace change and let Instagram’s new capabilities that recycle photos from 15 hours ago to reappear afresh for new visitors to the app work to our advantage. So amp up your feed with the best content and variety possible and rest easy knowing Instagram’s got your marketing back.

Don’t ‘turn me on’

When Insta HQ announced they were rolling out major changes, the cyber world was thrown into frenzy, with many users posting text-heavy reminders to their followers saying ‘turn me on’. Construed as a bizarre, click-bait request, brands were actually asking followers to turn on push notifications for accounts in fear their posts would vanish into thin air with the new algorithm. However, users that did opt in received a notification pushed to their phones every time a post from the account was uploaded, sparking the opposite result – users unfollowing, annoyed by the frequency and perceived neediness of accounts. So what do we suggest? Don’t beg for attention – instead of asking for engagement, post quality images with winning captions and watch your account flourish.

Think outside the box

Perhaps you’re a construction business and want to show off your equipment’s development from start to finish with a simple time-lapse video, like below. Or you’re an office supplier and want to show the versatility of your products, so you get a little creative with styling flatlays. Congrats – you are thinking outside of the 1080×1080 pixels box! Show the inner workings of your business to offer a fresh perspective – something that mightn’t be possible on another platform or on your site. We don’t have to mention how important using hashtags are for your brand exposure – and how having a good mix of common, trending and less common ones will help you in searches. Kick it up a further notch with a geo-tag to help customers locate your brick-and-mortar or find your website that much easier.

 

 

There we have it – navigating the new Instagram world is not so daunting anymore! No matter what your business, if you’re on Instagram you can improve your exposure with our hints above to get the most out of your fabulous content. What tips have we missed?

And if you need a social media strategy makeover, our marketing can help you today! Just call us on 1300 766 665!

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5 Ways You’re Doing Marketing Automation Wrong http://arrowinternet.com.au/blog/5-ways-youre-doing-marketing-automation-wrong/ http://arrowinternet.com.au/blog/5-ways-youre-doing-marketing-automation-wrong/#comments Tue, 02 Aug 2016 23:10:34 +0000 http://arrowinternet.com.au/?p=6167   ‘Marketing Automation’. It’s quite the buzz word, isn’t it? But what does it actually mean? Put simply, marketing automation is the name given to processes and tools that businesses can use to automate their marketing efforts, from posting out a range of content on social media, websites, email lists, SMS services and more to […]

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‘Marketing Automation’. It’s quite the buzz word, isn’t it? But what does it actually mean? Put simply, marketing automation is the name given to processes and tools that businesses can use to automate their marketing efforts, from posting out a range of content on social media, websites, email lists, SMS services and more to get the most out of potential customers.

In the stricter sense, we tend to talk about marketing automation software like MailChimp, Hootsuite, Infusionsoft, Pardot and Act On, but we can include other scheduling tools that help streamline processes, track data and take painstakingly repetitive tasks off our hands to the list. While the advantages of generating more leads and sales are virtually limitless, so many businesses are doing more harm than good by using marketing automation software and forgetting the little things. So what are we doing wrong?

 

  1. Not connecting with the person

You’ve decided to harness the power of software to rapid fire out bulk emails to your marketing lists, but you stop there. Don’t! Ask yourself why you’re sending out generic emails to all subscribers, why you’ve chosen that time of day, week or month to post and how you’ll track conversion data.

The fix:

  • Personalise emails and subject lines with first names from contact details supplied
  • Talk person to person, not software to software!
  • Have your branding seep through all marketing materials
  • Segment your lists into sub-lists by relevant behaviours, interests and demographics so you know you’re attracting the right crowd

 

  1. Only focusing on existing customers

Marketing automation focuses heavily on the middle of the funnel – nurturing those leads and prospective buyers and turning them into happy customers. But what about attracting new customers? Do not buy email or other targeting lists to ‘cold call’ – it will garner unwanted attention toward your brand, and you’ll be shoed away as quick as a pesky mosquito on a hot summer’s night.  Additionally, there are serious legal ramifications for sending anything without consent – read more on the Spam Act here.

The fix:

  • Have a lead scoring system in place assigning values when a lead reaches certain checkpoints on your page to target your marketing more effectively
  • Concentrate on generating in-bound leads for your brand’s visibility with SEO, blogging and social media strategy using hashtags and engaging with influencers
  • Don’t dismiss the power of the ‘friend of a friend’ tagging strategies by encouraging sharing on your posts

 

  1. Forgetting to recycle leads

On the flip side, past customers have great potential to return to your business – after all, they’re already familiar with your brand and they know where to find you. Just because a customer hasn’t returned as yet doesn’t mean they won’t down the track – all is not lost! Recycling leads creates repeat customers – you’ve already got their information in the database from gated content, so pursue it by monitoring what they’re interested in.

The fix:

  • Redirect leads back to your site with a solid lead scoring system in place
  • Offer segmented marketing tailored to them: ‘It’s been a while!’ ‘We miss you!’
  • Offer those wanting to unsubscribe to your emails alternatives like less frequent email updates, topic-focused emails or other alternatives to retain customer communication
  • At the very least ask customers to select a reason for opting out of communications

 

  1. Ignoring content marketing potential

Your end game may be to convert a customer to signing up for premium content, or fill out a form, or purchase from your online store. Whatever the goal is, having killer – even free – content on your blog that adds something of value to the reader with a lead opportunity within your post is a strategic way to slide a prospective customer all the way down the funnel. Don’t forget to offer a cross-platform experience on your content, so your audience can choose to follow you on an account that suits them.

The fix:

  • Offering a free eBook shows expertise and an opportunity for conversion down the track if they enjoy your content
  • Writing blog posts in your area of expertise adds credibility to your brand as well as conversion opportunities over the hard sell
  • Offering a discount code on social media your customers can redeem if they fail to initially convert on your website

 

  1. Automating all campaigns

While our workloads appear to grow in size by the millisecond, it seems all too easy to avoid overworked human errors and automate all our marketing campaigns. You’ve decided to schedule your social media content for around the clock, you say. Well, without customising your strategy, you’re looking at a sure-fire way of eating into your budget with no return on advertising investment. We’re not saying marketing strategy should be entirely DIY – rather, pick and choose where you let the humans come in!

The fix:

  • Analyse which time variables attract the best click throughs and optimise accordingly
  • Respond and react to social media engagements: something a bot can’t do for you!

We love our marketing automation weapons, and we love seeing the opens and click-throughs they generate from luring in our target audiences through emails, blog content and more. But, we know just how shattering it can be to see so little conversion from our traffic into sales. Stepping in with a little bit of hustle and man power where technology falls short ensures precious dollars aren’t wasted on disheartening data.

 

We’ve received quite a lot of calls about the pros and cons of automating campaigns, how to set them up and the best programs to use. Call us today to schedule your marketing needs and find your edge in the market – 1300 766 665.

 

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Bigger Text Ads & Mobile Responsive Display Ads – AdWords Upgrades To Boost Your Customer Engagement http://arrowinternet.com.au/blog/bigger-text-ads-mobile-responsive-display-ads-adwords-upgrades-to-boost-your-customer-engagement/ http://arrowinternet.com.au/blog/bigger-text-ads-mobile-responsive-display-ads-adwords-upgrades-to-boost-your-customer-engagement/#comments Fri, 29 Jul 2016 06:54:04 +0000 http://arrowinternet.com.au/?p=6542 The theme of Google’s last Performance Summit held in late May was undoubtedly the shift to mobile search (see our related blog post: New & Improved Google Maps & AdWords- The Perfect Pairing!). A number of exciting policy changes relating to mobile optimisation were announced, including expanded text ads and mobile responsive display ads towards […]

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The theme of Google’s last Performance Summit held in late May was undoubtedly the shift to mobile search (see our related blog post: New & Improved Google Maps & AdWords- The Perfect Pairing!). A number of exciting policy changes relating to mobile optimisation were announced, including expanded text ads and mobile responsive display ads towards better customer engagement.

 

How will expanded text ads affect my AdWords campaign?

You’ll now be able to write longer ads! This should be music to the ears of marketers who will receive more space to highlight benefits of their product/service and get their point across.

This upgrade is huge and certainly the biggest change to text ads since AdWords first launched 15 years ago. Businesses and marketers have long bemoaned Google’s character restrictions, especially relating to headlines and particularly within industries tied to lengthier keywords such as ‘accommodation’, ‘certification’, etc.

The current, restrictive 25-character headline will be replaced with two 30-character headlines. This will now cater for longer-tail search terms to maximise relevancy in the eyes of the user and allow advertisers to inject greater personality and do justice to their USP (unique selling proposition).

Furthermore, the two 35-character description lines are now being replaced with one, consolidated 80-character line, which equates to an additional 1 or 2 words depending on length.

Based on early testing, Google proclaim that advertisers have reported significant improvements to their click-through rates (CTR), with increases of up to 20% when compared to the performance of their standard-character text ads.

 

How will mobile responsive ads affect my AdWords campaign?

Your display ads will now be more easily visible to potential customers on a mobile device and thereby increases the chance for brand engagement.

This update has been prompted by game-changing data demonstrating that over half of the searches that occur on Google now originate from mobile devices. The premise being that as customers’ internet behaviour changes, so too must the marketing approach to accommodate their needs.

Central to this change is Google’s movement from traditional banner ads towards native ads to enhance the effectiveness of display advertising. Native ads differ from banner ads as they are integrated into the editorial feed itself rather than placement around the periphery of the website. Native ads are designed with the user experience in mind and automatically resize and adjust to match the look and feel of the content being viewed. A study by Share Through found consumers noticed native ads 52% more frequently than traditional banner ads, which is very encouraging news for your campaign.

Any display ads you have created can now be replaced with Google’s new mobile responsive ad format, where it is anticipated that your CTR will grow on mobile devices.

 

expanded-text-ads

What do I need to do to prepare?

Google have remained tight lipped about a set launch date for the expanded ads, advising only that it will be available to use later this year.

Whether the rollout is 2 weeks or 3 months away, it’s never too early to begin preparing your ad text. As advertisers will be given plenty of room to capture a user’s attention, marketers will need to be more discerning than ever in writing compelling ad copy that outshines their competition.

In terms of adapting to the mobile responsive ads, Google have made things very easy. Simply provide your desired headlines, a description, an image, and a URL; Google will automatically design a suitable ad(s) which fits the screens of most smartphones. If you have tried display advertising with lacklustre results or not yet tapped into the power of targeted display campaigns, you need to revisit this to boost your brand awareness.

For both expanded text ads and responsive mobile ads, you will need to rethink your emphasis on mobile search strategy and the associated financial investment. Moreover, a secondary upgrade to emerge from the Google Summit was the introduction of separate bid adjustments for each device type. This allows marketers greater control for bidding based on channel performance and offers even more food for thought.

Understanding the importance of mobile to your business is critical in your plan of action moving forward. Alarmingly, many businesses are guilty of having no idea how different device traffic compares and contributes to their results, meaning they fall behind their competition. Fortunately, Arrow Digital can demystify how users are interacting with you via desktop, mobile and tablet by helping you make sense of your Google Analytics data. Furthermore, we can optimise your website to remove any roadblocks to inquiries and sales. Mobile is the future, so if your thought process for web traffic doesn’t distinguish for mobile users, then you really need to give us a call on 1300 766 665!

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New & Improved Google Maps & Adwords – The Perfect Pairing! http://arrowinternet.com.au/blog/new-improved-google-maps-adwords-the-perfect-pairing/ http://arrowinternet.com.au/blog/new-improved-google-maps-adwords-the-perfect-pairing/#comments Fri, 29 Jul 2016 06:33:32 +0000 http://arrowinternet.com.au/?p=6537 Are you aware of the new strategy to pinpoint users ready to buy from your business? Google’s Performance Summit held in late May ushered some exciting new changes that further cement the value of Pay Per Click (PPC) strategy in connecting with the modern consumer. Chief among these changes is the transformation of the Google […]

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Are you aware of the new strategy to pinpoint users ready to buy from your business? Google’s Performance Summit held in late May ushered some exciting new changes that further cement the value of Pay Per Click (PPC) strategy in connecting with the modern consumer. Chief among these changes is the transformation of the Google Maps program to expand paid advertising space for businesses with a physical location. Google first introduced paid ads into Google Maps in 2013 to help bridge the gap between consumer’s online and offline worlds, and with the service now having racked up 1 billion confirmed app downloads, the update is wonderful news for businesses looking to boost their profile and sales.

 

Why the change?

The changes have been prompted by the release of some landmark statistics which demonstrate the sheer growth of mobile traffic and the need for marketers to adapt to user’s preferences. For example, over half of all web traffic now comes from smart phones and tablets instead of desktop searches. Furthermore, almost one third of all mobile searches on Google relate to location, whilst location-related searches on mobile devices are growing 50% faster than general mobile searches. These trends make it clear that marketers cannot ignore the power of mobile search and signals a natural transition for marketers to better cater to how users are using the internet.

 

How can it benefit you?

The purpose of these changes is to drive inquiries and foot traffic to your physical location. Until now, Google Maps has remained largely untapped in terms of advertising potential despite it being prime real estate space; not only in terms of reach, but the audience quality. Imagine serving an ad for your business when a user is on the move and specifically looking to find and visit a service provider or retailer. Google Maps users can be described as that coveted audience in the last phase of the purchase cycle, meaning they are more likely to convert and therefore a prime target for marketers.

 

Where will the new ads be displayed?

The new local search ads will be featured across the Google Maps network, including the Google Maps app, mobile, desktop, and tablet sites, and Google’s Expanded Maps results.

If doing a search within the Google Maps app, a single ad with a purple ad label will display in the top spot and above any organic search results. For searches within google.com.au/maps, Google will show a maximum of two ads with a purple ad label at the top of the search results.

 

What does/will it look like?

The new local search ads will be visible through a variety of formats and features, including promoted pins, customizable business pages, local inventory search and in-store promotion options.

 

Business Pages: Revised business listing pages will now offer greater customisation to encourage users to visit your location. This includes the ability to offer special promotions and a tool to check stock inventory before they even arrive.

 Promoted Pins: Ads that appear in the form of a Google Maps pin drop whilst users navigate a map search. Pins will be coloured purple and branded with your logo.

 Local Inventory Search:  Allows you to upload product/stock availability information. Google data indicates that 1 in 4 people avoid visiting stores because they are unsure if a specific product is in stock. By allowing users to browse items beforehand, you can remove this guesswork towards improving your conversion rate.

 In-Store Promotion: The opportunity to feature specials/discounts on particular products to offer customers an incentive to visit.

 

When can I start using them?

Local search ads are still in the beta testing phase, but will continue to rollout over the coming months. To use this feature, the first step is to have your AdWords account linked to your Google My Business page and location extensions must be enabled.

This is a massive development and will become a key tool in the marketer’s arsenal. If you are a business with a fixed location(s) and have not begun to prepare your strategy for the new local search ads, you are on the back foot and doing yourself a disservice. Building your mobile profile is a priority, so for more information on how to harness these exciting features and get a leg up on your competition, give us a call on 1300 766 665!

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10 Secrets to Successful Project Management http://arrowinternet.com.au/blog/10-secrets-to-successful-project-management/ http://arrowinternet.com.au/blog/10-secrets-to-successful-project-management/#comments Mon, 18 Jul 2016 23:16:12 +0000 http://arrowinternet.com.au/?p=6172 Success in digital marketing comes from good execution, strategy and successful project management. So how do you ensure that your website is a project that thrives under your watchful eye, and doesn’t blend into the background becoming a mediocre, waste of space? I’ve put together a list of my top 10 secrets for digital marketing […]

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Success in digital marketing comes from good execution, strategy and successful project management. So how do you ensure that your website is a project that thrives under your watchful eye, and doesn’t blend into the background becoming a mediocre, waste of space?

I’ve put together a list of my top 10 secrets for digital marketing success that any project manager can learn from to help their website flourish…

  1. Have a plan

What is the goal of your campaign? Are you trying to generate more leads, more hits on your website, or better SEO efforts? Have a detailed project scope planned out before you move any further so you can identify any holes in your plan or aspects you hadn’t previously attended to. Include any deliverable dates, spreadsheets, or documents necessary. Realise that changes will crop up – having an action plan keeps everything organised and shows you where there could be room to grow.

  1. Delegate roles

Once you’ve come up with your plan, appoint a team.  Analyse the size and skill set necessary to implement the plan. Ensure you delegate the right tasks to the right people to optimise the most out of their knowledge, and it might be worth considering which skill sets overlap in your team when crunch time comes knocking. Find where you might fall short, and call for backup if needed.

  1. Set realistic goals

You’ll have an end-goal in mind, but what are your benchmarks for the project’s performance at any given time? Establish deadlines to keep track of whether that end-goal is still attainable and your campaign will work, is working and will continue to work. Businesses are never stagnant so remain optimistic and be reactive.

  1. Measure performance

Have a system in place to track how smoothly your project is running. Use email or task list applications to keep accountable.  And don’t forget meetings – keeping progress updates with the team or clients and stakeholders short and sweet is essential to maximise the most of your time out of allocated time solely for individual work.

  1. Identify risks

As much as we’d like our campaigns to run as smoothly as possible, there will inevitably be bumps at some stage along the way, so anticipate if stakeholders could pull out or team members might struggle to dot the Is and cross the Ts.

  1. Lead by example

You are leading this project for a reason, so set an example to follow. Listen, engage and be approachable – your team will react much more favourably and are more likely to give you feedback. Lead by mentoring, motivating and rewarding and give your staff breathing space to get their work done without you checking over their shoulders excessively.

  1. See the bigger picture

It’s hard to not get bogged down by an overload of information, but coming up every once in a while for air to take in the bigger picture is important. By taking a step back from your project, you can more clearly see how each wheel turns on the engine and identify weaker links. You might be able to see the end product, but can all moving parts? Share your vision!

  1. Be three steps ahead

As a successful project manager you’re not only identifying and reacting to potential risks, but you’re also anticipating the work produced by each member of your team for your campaign. You need to be a walking calendar or time management app, knowing every party’s individual workloads, relevant content, systems, dates and strategies like the back of your hand, and how all of these pieces form together to work in your project.

  1. Be flexible

Allow time for things to not go as planned. While it may be hard to part from that vision, anticipating and adapting to roadblocks that crop up and having solutions at the ready can be the difference between a successful project or not.

  1. Evaluate

Throughout the course of your project, allocated time to testing. Once you reach launch date, ensure you’re taking certain measures to evaluate its performance, including inviting feedback for areas to work on. And, we believe that success is always sweeter when attained by a team!

 

There you have it – the top 10 strategies to get your project where you want it to be, while building your team’s trust and reliability! What are your tips for successful project management – did your ideas make the list?

 

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Know Your Target Audience – 10 Useful Takeaways http://arrowinternet.com.au/blog/know-your-target-audience-10-useful-takeaways/ http://arrowinternet.com.au/blog/know-your-target-audience-10-useful-takeaways/#comments Mon, 04 Jul 2016 23:48:20 +0000 http://arrowinternet.com.au/?p=6126   Do you really know your target audience? Do you? How can you identify, reach and grow that audience? We’ve come up with 10 strategies that will help hone in on your market. Have you ticked all 10 off on your list?   Create a persona Your business must craft a ‘persona’ or image of your […]

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Do you really know your target audience? Do you? How can you identify, reach and grow that audience?

We’ve come up with 10 strategies that will help hone in on your market. Have you ticked all 10 off on your list?

 

  1. Create a persona

Your business must craft a ‘persona’ or image of your ideal target audience, asking all questions that characterise their interest in your brand, such as…

  • How old are they?
  • Are they male or female?
  • Where do they live?
  • What is their income or education level?
  • How do they behave as customers?
  • What excites or frustrates them?

There are many other factors that come into play, and often you will have multiple audience groups, but it is beneficial to narrow down the type of audience that you want to engage with to better understand what you can do for them.

 

  1. Understand their needs

Understanding what your target audience is searching helps you write your business’ content. When you understand what their needs are, you will be able to target those needs with well written calls-to-action, like ‘looking for …?’

 

  1. Speak their language

As a brand, how you communicate with your audience is crucial. Unless you are certain your target audience will understand your terminology, too much jargon can turn customers away from your business, just as writing too casually will be inappropriate in some settings. If you write conversationally without talking down to your customers and keep their motivations in the back of your mind, you will build trust and credibility with your brand.

 

  1. Learn from the competition

The best way to identify your target audience is to learn from similar businesses and others in your industry. Do your market research – see what products or services are doing well for them and how their overall company profile is succeeding. What can you change?

 

  1. Stand out

Now that you have a target audience in mind, how do you differentiate yourself from the competition? Why would they come to you over somebody else? What can you offer that gives you an edge? Tell them why they should choose you!

 

  1. Play devil’s advocate

While your brand may be prospering, taking a step back to reflect on areas for improvement is vital to longevity and extending your reach. Put yourself in the shoes of your audience and see if you can identify roadblocks that would stop them from turning into customers. Did prices increase?  Do you exclude certain demographics? Is your target audience active on your social media of choice?

 

  1. Stay relevant

No doubt your business understands the importance of staying up-to-date with current trends in your given products and services. But keeping afloat with current trends extends to using the right social media channels at the right times for your audience’s consumption and, depending on your industry, producing content like eBooks and video is now the expectation in order to remain competitive in today’s market. Ask yourself, are you keeping up with the times?

 

  1. Get feedback

If you plan on remaining on the market landscape, you’ll want to ask for feedback from your clients. This can come in any form, from surveys with incentives to welcoming private and public email or social platforms for discussion. It is hard for businesses to not get bogged down by criticism amongst a majority of positive feedback, but smart ones know the best way to respond to customers is to be grateful for feedback, find room for improvement and be publicly accountable as a service to others.

 

  1. Partner with others

Do you see other brands that your target audience also interacts with? Why not get them on board and collaborate with them? Often this strategy works two-fold, where both parties benefit from cross-promotions that widen the audience reach and reveal more information about the current market.

 

  1. Re-assess often

Finally, never underestimate the importance of regular evaluations. Reassess all aspects of your brand, from its image, advertising budget, messages, offers, tone of voice, level of impact, even its constantly evolving and shifting target audience to find untapped avenues for strategy and growth. Keeping an open mind means your business has room to grow!

 

Target audiences are constantly changing – your average customer may be engaged with your product one day then dismiss it the next. By taking on board these strategies, remaining flexible and in touch with what your audience wants, you are giving your marketing the best chance at success.

Talk to us today on 1300 766 665 and let us put your business ahead of the pack!

 

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3 Dos and Don’ts To Build Your Social Media Following across Facebook, Twitter and LinkedIn: Part Three http://arrowinternet.com.au/blog/3-dos-and-donts-to-build-your-social-media-following-across-facebook-twitter-and-linkedin-part-three/ http://arrowinternet.com.au/blog/3-dos-and-donts-to-build-your-social-media-following-across-facebook-twitter-and-linkedin-part-three/#comments Sun, 26 Jun 2016 22:00:54 +0000 http://arrowinternet.com.au/?p=6101 Part Three How do you make your audience want to engage with your brand? In part one of our three-part series to help you grow your following on social media, we covered how to engage your audience by going above and beyond their expectations online. In part two, we explained our first Don’t, detailing the […]

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Part Three

How do you make your audience want to engage with your brand?

In part one of our three-part series to help you grow your following on social media, we covered how to engage your audience by going above and beyond their expectations online. In part two, we explained our first Don’t, detailing the importance of adapting your content for each social media platform you brand is on. Now, we’ll cover the final tip:

 

Do: make the user experience easy and enjoyable


How do you make the experience easy?

There is nothing more deterring for a potential customer than a brand’s online profile being difficult to navigate through, so why not make everyone’s lives easier? If you’re a web design company looking to attract a marketing agency, don’t just make your conversion processes easy; make it easy for potential clients to reach out. Spell out where customers can contact you, such as:

  • In the about section on Facebook
  • Under your Instagram name on the profile page
  • Through links and hashtags to follow in your Twitter description

banner

brasserie overview

 

 

 

 

 

 

brasserie info

Brasserie Bread makes it easy for clients to get in touch

 

 

 

 

 

 

Perhaps you have realised that people are visual creatures who respond better to sound and imagery than slabs of text.

How do you harness this potential?
Create content on:

  • YouTube or Vimeo accounts
  • Facebook videos

 


Personalise, humanise, and show off the functionality of your product or your brand’s story. Just have a look at any of Apple’s iPhone advertisements: they don’t tell you to buy an iPhone, they show you why you want to. But don’t leave it there! Use the description bar below the video and pop ups during the video to reward viewers and subscribers. You could link to:

  • Redeem discount codes
  • Discover relevant products
  • Learn more about your brand through blogs and web pages

Once your customers learn your brand is approachable and trustworthy through your online profiles, the journey from interest to conversion is made easier.

 

How do you make the experience enjoyable?collab

Have you ever felt that tug of loyalty or familiarity towards purchasing from one business over another? No doubt you realise that marketing is a very personal experience, one that people react favourably towards when products or services feel as though they’ve been custom made just for them.

Now more than ever you can help your audience feel those ties with your brand through social media like Pinterest, where your audience can pick and choose content they’d like to visit and collate. Maybe somebody has stumbled across your brand through a recipe they loved the look of and found a new favourite cooking ingredient. Here, we have a pastry distributor’s products used highlighted in one of their clients, a café’s, menu items – the company has repined this post to increase exposure.


There are two approaches here!

You can take a blunt approach by telling your followers how they can click through to the product displayed – like a whole grain wrap, or custom auto parts, or desktop software – straight from the app.

Or you can be more subtle by writing an article like ‘5 Fast and Healthy Lunchbox Options’ that includes recipes using your focus product. Or if you’re a sportswear supplier looking to team up with health and fitness institutions, publish a post on a workout routine, and include demonstration photographs highlighting the gear used.

If you take the more subtle, content marketing approach, your audience will be more informed and trusting of what you’ve got to offer, rather than feel they are being blatantly told to buy something. Build your market’s interest in it with not only information but practical uses that show you care. Using the whole grains example, the customer is learning not just about why it’s a great product, but that it tastes great with a variety of different ingredients that they can cater to their own preferences.

brasserie video

Brasserie shares Australian Mushrooms’ video to show the uses of their sourdough bread

 

Show photos of your product in action with short, engaging captions. Add a call-to-action with the photo – “What is your fail-proof filling?”. Now the customer is thinking about what they would like to fill it with. Caring, right?

And don’t forget to engage, engage, engage! Those who endorse your product LOVE cross promotion, so if you see a business or individual promoting your brand, why not share that post and tag them in it? It’s amazing the power of many eyeballs on one social media platform.


And there you have it – our 3 Dos and Don’ts! Your arsenal of marketing tactics is getting heavier, set to turn your audience into loyal fans eager to enjoy discovering YOU and on any platform they may be hiding!

And when you’re ready to take your business that next step further, get in touch with us on 1300 766 665 to talk all things social media.

 

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