Tag Archive for: Digital Marketing

Evergreen Marketing: 3 Fundamental Strategies to Marketing Success

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Have you ever felt frustrated and overwhelmed when it comes to marketing your business? With so many different platforms and tech tools out there, is it any wonder that most business owners struggle to keep up?

But what if there were ways of growing your business not by doing even more, but by actually doing less? As a marketing consultant, I have helped hundreds of business owners do just that using Evergreen Marketing.

Marketing is such an important part of making any business profitable. However, most of us didn’t go into business to write a marketing plan, but because we wanted to enjoy more freedom and time to do the things we love.

The big problem with marketing is that it means something different to everyone. From website and social media to email marketing, blogging and advertising, as business owners we are forced to wear many hats, especially when it comes to marketing.

So, what does marketing actually mean? Where do you start? What should you focus on and, most
importantly, how do you bring it all together to make it work in alignment and produce results?

There is a common misbelief amongst business owners that they need to do even more to successfully market their business. However, I have found that the best way to grow your business is actually not by doing more but by doing less – using Evergreen Marketing.

What is Evergreen Marketing?

Evergreen Marketing is a set of strategies that we can set and forget. Timeless tactics we can simply implement once, but that will work for us for years to come.

A recent study by HubSpot, one of the leading companies in the marketing space, found that 43% of business owners spend six or more hours every single week managing their social media accounts alone.

What would you do if you had an extra day every single week to do more of the things you love doing?

Today I want to share the 3 fundamental strategies with you that Evergreen Marketing is built on. These are practical tips you can take and implement in your business right away.

1. Make All Your Content Evergreen

It takes the same amount of time to create a piece of content that’s only relevant today as it will take to create a piece of content that’s going to be relevant for years to come. So, be very conscious of the type of content you create.

What are the different pillars in your business you can educate your customers around? What are some timeless tips you can share with your audience that won’t go out of date and that are going to be just as relevant in five years as they are today?

By focusing your time and effort on creating evergreen content, you will build up a large content library over time that you can repurpose and reuse, saving you an endless amount of time and headspace.

Download your FREE Social Media Blueprint to completely automate your social media content

2. Have a Clear Next Step at Every Step of Your Customer Journey

When posting on social media, ask yourself what step you want people to take next. You might want to send them to a specific blog post to learn more. Once on your blog, you might want to get them to enter their email address in return for a free download. Once you’ve got their contact details, you might want to send them an email with an invitation to book a phone call or free trial.

In other words, always have a clear call to action for your audience and eliminate as much friction as possible.

This brings us to the third fundamental strategy of Evergreen Marketing.

3. Automate, automate, automate

Automation really is a game-changer that will allow you to take your marketing to a whole new level. Because once we start using some of the amazing automation tools available these days (many of them are free) we are able to free up valuable time and resources and escape the rat race of constant content creation.

Great content doesn’t always have to be new as long as it’s still relevant to your target audience.

I believe Evergreen Marketing is the future of marketing because it allows us to be more consistent while freeing us up to do more of what we love to do.

 

Why Email Marketing in 2024 is More Important for Business Growth Than Ever

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Why Email Marketing Today is More Important Than Ever - David Lee-SchneiderDavid Lee-Schneider Marketing

Recently, I had a conversation with the owner of a beauty salon in Sydney who asked me for the best ways to market her business. But when I mentioned email marketing as a strategy, she looked at me stunned. “Aren’t emails dead?”, she asked.

The answer is, far from it! To this day, email marketing remains one of the most effective (and profitable) ways to reach your target audience. In fact, it’s never been more important for small business owners to focus on building their email marketing list than in 2024. Here are 5 reasons why.

1. You Own The Data And Stay in Control

Many business owners are under the impression that a Facebook or Instagram page is enough nowadays as a marketing strategy. And while I agree that they provide a fantastic opportunity to grow your audience, no business should solely rely on social media.

Facebook has already made drastic changes to the way your content is distributed. Have you noticed that your reach has decreased significantly over the last few years? Even if your page has thousands of followers, that doesn’t mean you can reach them. Only about 5-10% will actually see your posts.

The reason is that Facebook and Instagram are in the business of advertising. So, if you operate a business page, of course they want you to pay for your content to reach more people. That means it’s really out of your control.

As a business owner, you always want to minimise risks and putting too much power in the hand of social media companies is a risky move. Your email list, however, is completely owned by you, not Meta.

2. Email Marketing Delivers Personalised Experiences

One of the biggest benefits of email marketing is that it allows you to create personalised customer journeys. When you send an email to your list, you’re not just reaching out to everyone on that list – you’re targeting each contact personally. This means that you can connect with your customers on a more personal level, creating a stronger connection and building trust.

Think about it this way: If a business sends you an email and all they say is, “Hey, thanks for subscribing!” – chances are that you find it rather impersonal. But if they send you an email that’s personalised and tailored specifically to your interests, then you’re much more likely to read and respond.

Especially in small businesses, this can have a huge effect on how their business is perceived. Making use of email automation is very much like cloning yourself multiple times. You can send all your leads and customers the right message at the right time. And in marketing, timing is everything.

3. Email Marketing Allows You to Build Long-Term Relationships with Customers

Another great benefit of email marketing is that it can be used to establish long-term relationships with your customers. This builds trust and keeps your customers coming back – which is essential for small businesses on a budget.

Email is the ideal medium to onboard new customers using a series of short messages to introduce them to your services, your team and all the other benefits your business provides. It’s also a great way to introduce existing customers to products and services they haven’t tried before. This will also increase your chances of building repeat business and increasing your overall sales.

Do you know your Digital Marketing Score? Take this short quiz to find out and receive practical, actionable tips to increase leads, sales and profitability. It’s absolutely free!

4. Email Marketing Can Be Used To Drive Traffic To Your Website (Or Wherever You Want It)

One of the best ways to drive traffic to your website is through email marketing. Having people join your mailing list, means you can reach out to them again and again at virtually no cost. This means that you can send them new content and updates regularly, driving traffic back to your website, to specific offers, to your other social media channels and more.

Moreover, it allows you to invite customers to leave a review for your business on Google and Facebook, which is a fantastic way to enhance your reputation online and improve your Google rankings.

With all these benefits, email marketing should no longer be an option, but an absolute must-have for any small business owner who is serious about growing their business.

5. Your Email Marketing Strategy Can Be Fully Automated

To me, the real benefit of implementing an email marketing strategy is that it can be completely automated. That means it’s not another thing you, as the business owner, have to manage or worry about. It’s something you can set and forget, like we did for V-Hub Dance, a dance studio based in Brisbane, Australia.

Marketing automation is often overlooked and undervalued.

As a marketing consultant, I help business owners all over Australia implement effective, fully automated marketing strategies that free up their time, budget and headspace.

If you would like to have a chat about your business and how we can use email marketing and other automation tools to help you scale, click here to book a free strategy call with me today.

5 Tips For Optimising Your Small Business Marketing Plan

Small Business Marketing Plan - David Lee-Schneider MarketingDavid Lee-Schneider Marketing

Marketing is essential for any small business. It’s the lifeblood of your business. But with the ever-changing digital landscape, it can be quite a stressful task to tackle and result in overwhelm. The good news is, it doesn’t have to be difficult. In fact, with a little bit of planning and effort, you can have a small business marketing plan that will help your business grow for years to come.

1. Define Your Goals

When creating a small business marketing plan, it is important to first define your goals. What do you want to achieve with your marketing efforts? Do you want to grow your business, reach new customers, or increase brand awareness? Once you have a clear understanding of your goals, it is easier to develop strategies that will help you achieve them.

Many business owners assume that in order to grow their business, they need to get more customers. However, if your business already has an established customer base it may be faster and more cost-effective to re-market to your existing customers instead.

2. Create A Targeted Strategy

Once you know what you want to achieve with your marketing efforts, the next step is to create a targeted strategy.

Some questions you might want to ask yourself include:

  • What are the specific channels and methods that will work best for reaching your target audience?
  • Which platforms are most effective and provide the best return on investment?
  • Which types of media do your customers prefer?
  • What tools or software will you use to achieve your targeting goals?

Once you have a targeted strategy in place, it is important to allocate the right amount of resources to each channel you choose to utilise.

3. Plan For Maintenance And Adjustment

No matter how well you plan, your marketing efforts will not be perfect from start to finish. In fact, it is likely that your strategy will need a few adjustments once it’s launched. This means that you will need to have a plan in place for maintaining and adjusting your marketing efforts.

Some things you might want to consider include:

  • How often should you re-evaluate your target audience?
  • What are the best times of year for advertising?
  • How do you handle it when one of your channels no longer works for you?
  • Can your strategy be automated or does it require ongoing management?

Remember to work smarter, not harder. There are lots of marketing automation tools available that allow you to implement “set and forget strategies” to free you up from having to actively manage them.

4. Set Your Budget And Timeframe

One of the most important factors to consider when creating a small business marketing plan is setting a budget and timeframe. By knowing how much money you have to spend and how long it will take to achieve your goals, you can create a plan that is tailored specifically to your needs. Additionally, creating a timeline can help keep you on track and prevent unnecessary (and sometimes costly) delays.

For most small businesses, every dollar counts and it’s important not to spend unnecessary amounts on marketing activities that don’t deliver results.

5. Implement Your Marketing Plan

A well-executed marketing plan can help your small business achieve its goals faster and with less effort. It’s important, however, to understand how the different aspects of your strategy connect and how to make them work in alignment.

Looking at marketing holistically creates leverage, meaning you will achieve a much greater rate of success while spending less time and budget.

In my 90-Day Marketing Transformation, I work with Australian business owners directly to implement a set of organic strategies that require very little to no maintenance and thus, make their marketing budget stretch a lot further.

In addition, I can help you automate time-consuming marketing activities, like social media content, lead generation and email marketing to free up valuable time and headspace, so you can focus on what you’re already great at – like looking after your customers.

But will this work for your business?

We have implemented marketing strategies for:

If you need help implementing a strategy that will help you attract more customers while saving you time, confusion and frustration, let’s have a chat. Book your free strategy call.

Conclusion And a Faster Way To Implement Your Small Business Marketing Plan

By following these five steps and planning out your strategy in advance, rather than approaching your marketing ad-hoc, you will significantly reduce the time and money you spend on marketing activities.

How Do You Market an Old School Window Tinting Business Online?

Window Tinting Online Marketing Strategy - David Lee-Schneider Consulting

Recently, I had the pleasure of doing my 90-Day Marketing Transformation with Scott and Melisa at Just Tinting in Bundaberg.

As an honest, old-school business that has been operating for over 30 years and values good old-fashioned customer service, the digital side of marketing had always felt a little intimidating.

Moreover, being on the tools most days doesn’t really allow much time and headspace to worry about managing social media, website, online reviews and all the other “online stuff”.

So, when running a traditional offline business, how do you transition from radio ads and the Yellow Pages to a successful online marketing strategy that gets tangible results?

Implementing a Digital Marketing Strategy for a Window Tinting Company

Time is always of the essence and most business owners simply don’t have the time and headspace required to run time-consuming marketing activities on top of their day-to-day trade. So, in the 3 months of working together, I helped Scott & Mel to put systems in place that require no management at all but allowed Just Tinting to really leverage the online space.

Big Picture and Strategy

We started with our initial kick-off strategy session over Zoom in which I pulled all of Scott’s knowledge out of his head and onto a mind map. This is a crucial step for me to really understand the business inside and out.

I’m always amazed at how much knowledge my clients have of their services and industry. Good marketing is all about showcasing that knowledge and using it to educate your customers to make better choices.

We also got really clear on who the ideal customer is, their specific needs and wants, and how to make the process of dealing with Just Tinting super easy for them. From getting in touch and finding answers to questions, to getting a quote – our goal was to streamline the entire customer journey.

Content & The Digital Ecosystem

From there, My team and I went on to create a whole lot of content that we could share in various ways, including:

  • On the Website
  • On Social Media Accounts
  • Blog Articles
  • and Email Marketing Campaigns

Content connects your business with your audience. It’s what helps guide people in their decision-making process before making any purchase. When we provide content that is relevant, engaging and educational, we begin to attract the right audience. Understanding the digital ecosystem and how we can leverage the various platforms helps us design a strategy that is truly aligned with our customers’ needs.

Website Design and Search Engine Optimisation

As part of Just Tinting’s 90-Day Marketing Transformation, we also built a brand new website with best practices in mind, that is both easy to use and mobile-friendly so that it looks great on any device. We optimised the site for search engines (SEO) so that it shows up on the first page of Google when locals search for window tinting online.

We targeted popular keywords like “window tinting Bundaberg” and “car tinting Bundaberg” for which Just Tinting now ranks on the first page.

Website Design for Window Tinting Company - David Lee-Schneider

Marketing Automation

But we didn’t stop there. We also automated the entire content delivery for a hands-off approach that doesn’t require the constant time-consuming management of various platforms. As a result, Scott and Melisa now have posts going out on social media and Google My Business multiple times per week – on autopilot – never having to worry about what to post and knowing that their content is always engaging, relevant and on-brand.

FREE DOWNLOAD:
How to Get FREE Exposure For Your Business on Google Without Paying For it
CLICK HERE

In addition, we made use of clever email marketing automation to keep in touch with customers and continue to educate them about the various areas of the business and how they can benefit from Just Tinting’s different services. It’s always easier to sell a different service to an existing customer than to acquire a new customer. Email marketing is a fantastic tool to help your customers to return to your business.

To help build and manage online reviews, new customers now automatically receive an invitation to provide feedback and leave a review for Just Tinting online. Social proof not only boosts the business profile and credibility but also helps to attract more organic traffic, resulting in steady long-term growth.

Together, these strategies work holistically to generate new leads every day and support Just Tinting in its mission to provide Bundaberg locals with window tinting and car paint protection of the highest quality.

Could you benefit from a fully automated marketing strategy that helps grow your business while freeing up time, budget and headspace? Then join my 90-Day Marketing Transformation.

Client Feedback

Here’s what Scott and Mel had to say after their marketing transformation.

“Before working with David on our marketing strategy, we didn’t really know where to start or how to start! We were unsure what information was best to post on social media that would appeal to our audience and drive sales. Knowing how to build a professional website that is unique to Just Tinting was also a major challenge.

After seeing the successful outcomes of many other local businesses that engaged David for their marketing, we knew he could help us achieve greatness, too.

As a result of the new marketing strategy, we are now generating more enquires and business. Our marketing approach is much more organised in the gathering of our customers’ details, who now receive professional automated responses to their enquires.

We would recommend David to any business, regardless of whether they are just starting out or already established. The results have been amazing and we now have a fantastic website, as well as witty and informative Facebook posts going out regularly.

We only had to invest a small amount of our time to gain these wonderful results!”

– Scott & Melisa Purkis, Just Tinting

How To Effectively Use QR Codes in Your Marketing

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How to Effectively use QR codes in Your MarketingDavid Lee-Schneider

QR codes have many different use cases and with a little creativity, the possibilities are endless. In this article, I share how to make the use of QR codes effective, things you’ll need to consider and common mistakes to avoid. 

Ready? Then let’s delve in!

QR codes are a great way to remove the boundary between print and online media. QR code is short for ‘quick respond code‘ and the reason they have gained in popularity in recent years is that it’s much easier and faster for someone to scan a code using their phone than it is to enter a long URL into the browser bar. 

Some time ago, you were required to have a special QR code reader app in order to scan one, but Apple, Google and Co have since integrated this functionality into their native camera apps, eliminating the hurdle of having to download a separate app.

5 Ways to use QR codes in your business and marketing activities

Here are a few ideas for how you can effectively use QR codes in your business.

1. Link to your menu or list of services

You can use QR codes to link directly to a menu or services page on your website. Many cafes and restaurants have adopted this technology, as it makes it a lot easier to update their menus on the fly without having to reprint them every time. Some even take it a step further and link to an online ordering platform, so customers can order directly through their phone.

2. Offer a free download, a free trial or a discount coupon

QR codes make a fantastic tool for lead generation. Whether you’re running a brick and mortar business with a shop front, a popup store or a market stall, you can use QR technology to link to a simple landing page where people can enter their details (usually their name and email) in return for a freebie. This is a great way to fast-track your lead generation – even on the go.

Here’s an example of a landing page for Jivi Spa & Beauty, a Brisbane Massage Spa that I have worked with.

3. Use it to let your customers make a booking or schedule a meeting

Know those times you have to email back and forth multiple times just to find a suitable time to meet? This can easily be avoided with a simple scheduling tool like Calendly, for example. Once set up, you can have the QR code take your customers straight to the booking page. You can have the QR code printed on your business cards, brochures, even billboards.

4. Visit a specific page on your website

Sometimes, you may like to explain or showcase more than fits on a brochure or product fact sheet. Using a QR code, you can link directly to any page of your website, allowing people to discover more about your services or products. There’s so much more you can do on a webpage than you could ever do in print. For example, you can embed videos, use forms to collect feedback or other information, offer an interactive quiz, display helpful charts or animations, and so much more to help your customers connect.

5. Link to your social media accounts

QR codes are a quick and easy way to connect your audience with your social media accounts. Link directly to your Instagram, Facebook or LinkedIn account – or why not create a page that links to all of the above and more? 

BONUS TIP:

One of the fastest ways to grow your audience is using a giveaway or competition. Use a QR code to a dedicated landing page where people can enter to win. If you don’t know how to create a professional landing page or add pages to your website, this can be easily achieved with a free Google Form.

Common mistakes when using QR Codes

Now that you know how you can effectively use QR codes in your business, let’s look at some common mistakes we should avoid.

1. Using a low-quality image

When printing low-quality graphics, they can quickly look unclear and become unscannable. When creating your QR code, be sure to download it in high resolution (300dpi or more) to ensure it looks clear when printed.

2. Using a transparent background

It’s important to have your QR code on a clean, plain background as many smart phones won’t recognise it if it’s transparent or colourful. Ideally, you want your code to be black on a plain white background for best results. If you are planning to display your code on a shop window, be sure to choose a opaque sticker, rather than a transparent one or people will have trouble scanning it.

4. Not testing your QR code before printing

It is advisable to print a sample of your brochure or business card to check if your QR code scans properly and actually takes people to the correct link. Especially when printing multiple marketing materials that use different codes, it’s easy to get mixed up. Test each one separately to make sure each code is in its rightful place.

4. Using QR codes on Facebook or in other mobile apps

The whole purpose of a QR code is to take people from one device onto their own smartphone. Posting a QR code on Facebook or Instagram makes little sense, as people are most likely be looking at it on their phone already. In this case, a simple clickable link will be more suitable. 

For some of my clients, I have embedded a QR code to schedule appointments on their contact page. However, it only shows when viewed on a desktop computer. When the page is opened on a mobile device, it changes to a button they can simply click. Always consider the environment of the user and what the easiest next step would be to take.

Ask yourself if it will be easier for people to scan a QR code or if a simple link may be a more elegant solution.

How do I create a QR code?

Creating your own unique QR code is easy and fast. There are a number of websites available that let you create QR codes for free. Some even let you customise your QR code by changing colours, embedding a logo and more.

Note: The important thing is that you download the generated code in high resolution (300dpi or more) to make sure it looks clear and scans correctly when printed.

Here are a few websites offering free online QR code generators:

https://www.qrcode-monkey.com

https://www.qr-code-generator.com

https://www.the-qrcode-generator.com

 

Have you used QR codes in your business before? If so, how?

3 Things Your Business Needs BEFORE Spending A Single Cent On Ads

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3 Things You Need In Your Business BEFORE Spending A Single Cent On Advertising - David Lee-Schneider MarketingDavid Lee-Schneider Marketing

The biggest challenge most of my clients face is knowing what to focus on in their marketing. It can be incredibly overwhelming with all the different options and tools out there – social media platforms, advertising platforms (print and digital), search engines, autoresponders, tech tools, productivity tools – the list goes on and on. How do we know what’s right for us, and at the stage, we’re currently in?

The big mistake many business owners make is that they focus on lead generation BEFORE getting their conversions right, only to realise that they’re spending way too much money and time on marketing without getting the results they’re after.

In my 90-Day Marketing Transformation, we follow a clear marketing roadmap to help you focus on your marketing activities in the right order, so you can maximise results while minimising cost and effort. It’s divided into three pillars.

  • ATTRACTION
  • CONVERSION
  • AMPLIFICATION

 The order in which you focus on your marketing activities is crucial. As you will agree, it doesn’t make sense to launch an ad campaign (amplification pillar) before knowing that you can actually convert these people. It would be like increasing the amount of fuel you pour into a car that only has 2 wheels. More fuel won’t make it go any faster unless you have a working vehicle.

The Marketing Roadmap – 3 Ways To Grow Your Business in 2024

First things first. Most business owners would like to jump straight in and throw money at ads (either print or online) before having laid a solid marketing foundation. You wouldn’t start building a house before having a solid plan and foundation to build on. In the same way, you need to address your marketing activities in the right order. Here are 3 things you need to focus on BEFORE spending a single cent on advertising or other costly marketing activities.

1. Create a Lead Magnet

A lead magnet is a tool to help you build a list of potential customers. It’s something of value to your target audience that you can send them for free but in return for their name and email address. This is a crucial part of any marketing strategy and should be the very first thing to decide on, as it gives people a way to connect with your business even before they’re ready to buy. Here are some examples of lead magnets you could use in your business.

  • Free guide or ebook
  • Free video or tutorial
  • Discount code or value voucher
  • Free checklist or time-saving template
  • Free report with information that’s highly relevant to your customers

I, for example, offer a free 17-point website checklist, as that is something most of my clients struggle with. You may also find these free downloads helpful as examples for strategic lead magnets.

The important thing is, you don’t have to re-invent the wheel. Sometimes, a simple voucher for new customers will work wonders – like this massage voucher we created for one of my clients in Wishart, Brisbane.

2. CRM & Email Automation

Once you decided on your lead magnet, the second step is to choose a CRM (Customer Relationship Management Software) and an email marketing provider that you will use to build your list. Some CRM’s already have email automation built-in. There are loads of options out there, some very basic and some with more advanced marketing automation features that you probably won’t need at the start. The important thing is to just get started.

When starting out, a free service like Mailchimp may suffice (they offer a free plan until you reach a certain number of subscribers). Here are two options that I personally recommend for small businesses and which I have used myself.

Other popular CRM systems include:

3. Map Out Your Customer Journey

Once a potential customer opted in for your free lead magnet, what are the next steps you want them to take? What information will they be looking for before they are ready to become your customer? It’s important not to treat every person as if they are ready to buy from you right now. Instead, focus on building a relationship with them first, so that when they are ready to buy your product or service, your business becomes their natural first choice.

Here’s what that customer journey looks like in one of my other businesses (a yoga studio).

  • Step 1: Claim a FREE Yoga Pass
  • Step 2: Send Introductory Offer
  • Step 3: Upgrade to 10-Class Pass or Membership
  • Step 5: Offer Workshops & Retreats

For most people, it’s too much of a stretch to go from never having tried yoga before to committing to a membership or a yoga retreat. But a free yoga pass will help them get started and move towards that goal.

This is a natural progression that eases people into their journey of becoming long-term customers, slowly moving them from free to higher-priced products. Timing is a crucial element in marketing. Make sure that the messages you send people are relevant to the stage they’re currently in. This can be automated using email automation software (see the previous point) or using a messaging bot.

The key is – always focus on educating and connecting with your customers more than you focus on selling.

3 Great Examples of Small Business Websites Designed For BIG Impact

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David Lee-Schneider Marketing

No matter the size of your business, I believe we can all agree that not having a website in this day and age is no longer an option. However, not all websites are created equal. A well-designed website will not only look great but should help you capture leads, increase sales and help leverage your time and other resources.

Many small business owners treat their website somewhat like an online brochure with a contact form attached. But it’s the ability to capture leads and predictably turn them into customers that sets a great website apart. And in order to achieve this, we require three things:

Great Content

The content on your website is a crucial element. Providing your visitors with engaging content that captivates, educates and encourages them to take action is a vital part of any good business website. Make the content about your readers, not your business and ensure the jargon and tone of voice you use are consistent and in line with your brand. The goal is not to brag about your business but to truly connect with potential buyers and understand their needs and wants.

Great Design

The “look and feel” of your website says a lot about your business and leaves a lasting impression. It’s also often the first contact your customers have with your business. A lack of consistency and poor layout will result in visitors leaving your website before you even had a chance to tell them what your business is all about. Great design means, your customers can easily navigate your website and find what they’re looking for without getting lost (or frustrated). Again, make sure the colours and fonts you use are in line with your branding. A well-designed website will help you build trust with potential customers and convert better as a result.

A Great Offer

This might be the most important part of any website that most business owners (and even web designers) often overlook. I’m not speaking about your actual product or service offering. What I mean is an offer targeted at your IDEAL CUSTOMERS with the aim to collect their contact details and/or other relevant data. In marketing, we refer to this as “Lead Magnet“. Not everyone who comes across your website for the first time is ready to buy from you. By giving them an opportunity to opt-in for a free download or trial of some sort you can reach out to them multiple times (using email marketing or retargeting ads, for instance) which will significantly increase your chances of making a sale further down the line.

The main goal of every good website should be to build your list.

3 Websites of Local Small Businesses Designed for Growth

Here are three small business websites I designed for local businesses where we have incorporated all three aspects mentioned above. They also make some great examples for when you are ready to give your business’ website a facelift or need help designing one from scratch.

1. Turtle Town Scuba

Website Design for Turtle Town Scuba - David Lee-Schneider Marketing

Turtle Town Scuba is a local scuba diving school in Bundaberg that has built its following using a great online strategy. The website is aesthetically pleasing and easy to navigate. The home page is laid out in a way that allows visitors to easily find what they’re looking for, see the range of diving courses, learn about the instructors and learn more about diving in the Bundaberg Region through featured blog posts. Without being intrusive, the $25 gift card offer makes it easy for new visitors to leave their details and stay connected to the business before leaving the website.

Visit Live Site

 

2. Bundaberg Health Foods

Website Design for Bundaberg Health Foods - David Lee-Schneider Marketing

The website of Bundaberg Health Foods conveys a clear message, both in terms of content and branding. Users can easily navigate through the different sections of the website, finding what they are looking for quickly and without getting lost or overwhelmed. The website is designed to be completely mobile friendly and displays beautifully across all devices and browsers. A  popup captures visitors’ attention and offers them a $10 health food voucher in return for their email address – a fast way to build a loyal following. As an e-commerce business with over 4000 products, we needed to find a way to make product management easy. We integrated with the in-store POS Vend, so that product descriptions and stock levels are always in sync.

Visit Live Site

 

3. Holistic Therapies

Website Design for Holistic Therapies Bundaberg - David Lee-Schneider Marketing

One of the biggest mistakes most business owners make is that they ask for the sale too early. The website of Holistic Therapies is designed to educate visitors and offer locals a massage voucher as an incentive to trial the service. I have found that this strategy combined with a good follow-up email sequence can consistently deliver fantastic conversion rates and drive sales. The various articles on the blog assist in answering questions customers have and educate them about the many benefits of massage therapy.

Visit Live Site

 

If you would like help with the development and implementation of a sound marketing strategy for your business, let’s have a chat! Book a free strategy call to discuss your business and marketing goals.

Four Tragic Mistakes You’re Making with Digital Marketing

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You might or might not be aware of the mistakes you’re making with digital marketing. It takes a lot of effort and time to make digital marketing produce the desired results. It is not limited to marketing automation software or apps. Digital marketing comes with a unique set of technologies and, most importantly, a great strategy. When you are lacking the right strategy, however, it has several pitfalls and it’s easy to make fatal mistakes that can cost you your business.

Here are four of the most common mistakes business owners are making with digital marketing.

1. Failure to identify a target audience

My business cannot prosper if I fail to identify the customers I wish to target with my products and services. Marketing must always take place with the customer in mind. I must identify and define my customers. I must know who they are. The advice I give to my fellow business owners is to put all digital marketing campaigns on hold until we have a clear idea of the type of customer we want to serve.

Start by studying the audience before formulating a campaign based on their behavior.

2. Lack of marketing strategy

Nothing ever happens consistently and successfully without a strategy in place. Marketing, whether digital or traditional, needs good strategies in place to produce the results the business owner or marketer envisions. In my time, I have seen several tactics and techniques used instead of the solid and reliable strategies. A strategy should come before any tactic or technique. Strategy always shines the light on the path threatened by “darkness” and “uncertainties.”

3. Ignoring mobile

Any form of marketing carried out in the 21st Century that doesn’t consider mobile is set to be a massive flop. Marketing that does not take a mobile-first strategy cannot go far. Ignoring mobile means discriminating against possibly 50% of the customers who keep the business running. Mobile optimization is essential for marketing. Ignore mobile and forget about conversions. Neglect mobile and even great content will not help.

Use this guide to develop a mobile digital marketing campaign.

4. Saying No to SEO

One of the mistakes you’re making with digital marketing is saying no to SEO.It is here to stay. Search engines still believe in SEO and so should we. Digital marketing requires the use of tools such as websites. E-commerce would not happen without websites. A business needs a solid and competitive online presence to be successful. That presence is impossible to create while ignoring SEO and thinking that it is dead. SEO is essential for building and maintaining a healthy presence online.

Avoid ignoring conversion optimisation either.

Avoid implementing too many tactics. Instead, use 1-2 tactics at a time and ensure you can track your results.

Know what your target audience wants.

Know where you can find you target audience.

Adopt strategies for reaching your ideal customers by delivering value.

I hope these points will help you avoid some of the mistakes you’re making with your digital marketing. Have you learned any other valuable lessons in the process of running your business? Let me know in the comments below.

To your success,

 

Reference

6 Common Misconceptions about Digital Marketing

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Digital marketing has helped entrepreneurs and business owners to take their business to the next level. It offers more advantages than other forms of marketing. Digital marketing doesn’t remain dormant for any length of time. It constantly changes and evolves. Along with that rapid change come a number of misconceptions about digital marketing that many believe to be true.

Not enough business owners have a broad enough understanding of what digital marketing can and cannot do and how to harness its true power.

Here are six of the most common misconceptions about digital marketing that I often here when talking to business owners in Australia.

6 Misconceptions about Digital Marketing

1. Digital marketing is for small businesses only

Digital marketing enables all businesses – whether small or large – to identify ways of communicating and engaging with their ideal customers or clients. It offers businesses several benefits, including faster turnaround time when testing campaigns, low cost and much more targeted advertising. It works for small and large businesses alike. No matter your budget or size of your company.

2. Digital marketing doesn’t contribute significantly to any company’s business strategy

This represents yet another misconception that mostly emanates from marketers who believe in traditional forms of marketing alone. Today’s customers are more likely to search for whatever they need on the Internet first thus making digital marketing essential to them.

Modern businesses and companies need websites.

3. It only succeeds with extremely large website traffic

The effectiveness of digital marketing is tied down to quality rather than quantity. For this reason, heavy or tiny traffic doesn’t matter! In our experience, quality will always attract and bring in the numbers that any business needs.

4. A website is all that a business needs for digital marketing

A website plays a crucial part in any successful digital marketing campaign. However, by no means is it the only requirement or ingredient! The website needs fresh content. The content has to be a mix of texts and videos.

Static content will not help the website.

Forbes offers a few ideas on what to do when content grows static and stale.

Static content harms digital marketing even if it’s posted on the most beautiful website.

5. Only worthwhile if my competition use it

Businesses need all the advantages they can get to stay ahead. In my line of work, I’ve realized that I don’t have to embrace digital marketing only because my competition uses it. If I take that path, I will always be behind and that would probably kill my business.

6. It’s not the answer for my industry

One of the misconceptions of digital marketing is that it doesn’t work well in all industries. The truth is it basically works well for all types of industries. It is not limited to a few industries. Any business that applies the principles of digital marketing will reap its fruits the industry notwithstanding. Digital marketing works for all industries whose clients search for products and services online.

Lastly, remember that SEO isn’t dead.

Embrace digital marketing as its results benefit all businesses in all industries.

 

References

5 Little Tweaks That’ll Transform Your Digital Marketing

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Why would you want to transform your digital marketing? Digital marketing is a super dynamic field. It changes at a meteoric pace. Many businesses struggle to keep up with and adapt to these fast changes. It is important, especially for marketers, to always be on the lookout for the next wave of changes and not settle for old ways of doing business.

Your current strategy may require a few tweaks from time to time to improve the results it offers. A few tweaks rather than a massive overhaul is often all it takes to take your campaign to whole new level. Here is a list of five tweaks worth implementing to transform your digital marketing.

1. Integrating Data Into All Your Marketing Decisions

Stop all digital marketing (and any other form of marketing) that is not data-driven. Business owners who continue marketing while ignoring data stand a high chance of heading into a storm of failure. Any content that you develop devoid of data will not produce the desired results either. Make sure you know exactly how much of your budget you are putting into a campaign and what you get out. Track everything!

2. SEO Should Remain a Priority

You will hear all manner of things regarding SEO. For example, some will tell you it’s dying, if not dead already. Well, you have a choice to make here. Either you believe them or you don’t. We would rather you continue prioritizing SEO though. Learn to prioritize SEO.

SEO isn’t a new concept. It’s critical to developing a highly effective digital marketing strategy. Good SEO helps ensures all your content is getting the attention it deserves. More quality traffic will result in more business.

3. Personalising Your Customer Experience

In many industries today, customers are demonstrating a bias towards companies that offer them personalised experiences. It’s not surprising that our lifestyle and interests often determine the choices we make. A highly intuitive group of marketers is necessary to map out and develop this kind of customer experience. Use tools like email automation, Messenger Marketing and other platforms that allow for action-based communication to create a personalised buying journey for each of your customers.

4. Making The Most of Your Website

Your website, if done well, can be one of the biggest assets in your business. Make sure the content on your website is of high quality, engaging and current, so visitors spend more time engaging with it. Make it easy for people to share your ideas using social sharing tools.

Ensure your website is capable of capturing leads by providing additional value to people who opt-in. Opt-in popups are a great way to capture engaged visitors.

Make your website responsive! In 2018, more than 80% of people visit a website on a mobile device. Failing to have a responsive website will not only result in lost visitors, but in lost business opportunities, too.

5. Improve Your Email Campaigns

A well-designed digital marketing strategy always incorporates email campaigns. Emails are not new tools in marketing. Since we already established that the world has moved on, we also have to change how we carry out our email campaigns.

How To Improve Your Email Campaigns:

  1. provide your customers with more value and content they will actually love
  2. being concise by passing the right message at the right time
  3. making the Calls to Action clear while creating a sense of urgency
  4. be consistent with your sending frequency, tone of voice, design and core message

Embrace segmentation and personalisation when developing your email marketing campaigns.

In fact, marketing automation often results in a drastic improvement of the email campaigns I run for my clients.

What are some tweaks that you have used in the past to improve the results and transform your digital marketing campaigns? Let me know in the comments below!

 

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