Digital Marketing Blog

“It’s not who your buyers are, but how they buy that matters.”

It’s an interesting position to take in the endless conversation on B2B and B2C marketing, in which we can discuss the differences between the two and argue for different marketing styles until we’re blue in the face. It doesn’t make the challenging statement go away though.

How many differences really exist between business-to-business and business-to-consumer marketing and sales models? And how can we leverage those differences to get the most out of them?

When it comes time to redesign your website, and website redesign time seems to come around all too soon, you normally start to think about the features needed in the new website. More often than not the features thought about are features like menu type, image sliders, location finders, site search tools, courses & events, blogs and many more.

“How would you summarise that into the text on the back of a DVD cover?”

This is one of my favourite challenges when trying to condense a complex topic into a bite-sized, appetising chunk. The DVD cover (or book cover) is a great way of expressing not only what the content inside is about, but also why you should consume it. Unless it’s one of those books that only tells you how great everyone else reckons the book is. They’re kind of useless.

Because you and I don’t write useless copy, it’s imperative that we work out how to write content that promotes engagement, response, and an insatiable need to know more. But how do we do that? And how can we make sure we hit all the marks without our content a) turning into lengthy fluff or b) becoming the ‘praise for’ section on the back of a hardcover?

Your website used to stand alone as your one and only digital marketing asset, and for a while it probably wasn’t much more than an online brochure. As buyers shift more and more online for both research and to purchase, your digital marketing and your website have become much more critical to business growth and the traditional website just doesn’t cut it in the current digital marketing environment.

To get the functionality required for all the digital marketing activities business needs to be engaged in today, most have tacked a bunch of disconnected add ons to their website or have subscribed to a myriad of cloud software services or a combination of both. Neither of these options provide something which is easy to use and works well overall.

There needs to be a way you can use one system to do everything you need online, your website, your email marketing, SEO, social media content marketing and more. There is, and it’s called the next generation website.

What was the last piece of content that you ‘binged out’ on? It’s only been in recent years that this little word has found its way into the world of content consumption, helped in no small part by online streaming services for TV.

The advent of content bingeing is one of the biggest pieces of evidence we have for the shift in how buyers now purchase and consume information. Online streaming provides content at the buyer’s convenience, and as a result, it’s become the norm to sit and consume a whole season of a TV series or the like in one sitting. Sure, you can have series release episodes on a one-per-week basis, but you’re just as likely, if not more so, to build a loyal following from having all of your content available for new leads to consume at once.

There’s a valuable lesson to be learned here that relates to content marketing and the content you have live on your own website. Shall we dig into it?

Working out how to start can be one of the hardest parts of writing content. And that’s just if you’re writing for yourself. It’s not an unfamiliar feeling to be hunched over, staring at the blinking cursor, wondering how to condense all of your research into a comprehensive blog post or article.

Writing content can be a challenge for everyone, more so if there are multiple people involved in the process and the original intents of you, the chief editor, need to carry through from the first idea to the publication.

Structuring a content brief is an essential part of publishing and maintaining a content marketing strategy. Today we’re looking at how to distil and define your ideas for a new piece of content into a brief that can be given to a content creator and written into a powerful and valuable asset for your website.

Let’s kick off then, shall we?

What! It’s gonna take six months for a website redesign. Frustrating isn’t it, your website is so critical to your marketing today, to wait six months until your rebuild is completed so you can launch your new promotion, the one that will drive your business growth, seems crazy.

The fact is, the average website rebuild for a small to medium business ranges from $15000 to $100,000 and takes 3 to 6 months to complete and is a huge drain on resources both the money and time.

It doesn’t have to me like that, with growth driven website design you’ll get your website in half the time and you’ll get better results too. How’s that possible? read on…

You sit down at your desk with a sigh and begin to leaf through the paper on your desk. The mug of coffee you’d made fifteen minutes earlier sits untouched, no longer giving off steam. The numbers on your current sheaf of papers hold your attention, and you scratch your head, wondering how you’re going to talk about this to your boss.

You’d set growth goals for the business three months ago. You’d been so sure they’d work, but at the end of the quarter, it became apparent that things hadn’t worked out the way you’d planned. What went wrong? They were achievable goals, weren’t they?

Although it’s a common scenario, it’s never a fun one to be in. How do we work out what went wrong when a major goal or target falls through? And how can we work to avoid the same problem in the future?

Today, we’re reviewing three reasons why growth goals can fall through, as well as different (and highly effective) ways to avoid these problems. Shall we get started?

Do you have a website rebuild coming up?

If you do, I bet you’re not looking forward to it. The traditional website rebuild every 2 or 3 years puts a huge drain on company resources. It just seems to suck more time, effort and money than it’s worth.

Growth driven website design is a website development process which is designed to take most of this pain away, and get you the results you need from your new website.

What’s your opinion on meta descriptions?

They’re one of the stranger words used to describe page elements, and often get lumped in with the ‘SEO stuff’ when it comes to delegating tasks to do with content creation.

The challenge when it comes to organising metadata is that while it’s not immediately visible on a single written page, it is still incredibly important for bringing organic search results to your website. The meta description is one of the four key factors that drive clickthrough rates, and of those four, it takes up the most visual space, which makes it incredibly important. And not in the way you might think.