The progress paradox – The third phase

We fear what we don’t know about. We fear change. We don’t like doing things differently.Humans are amazing creatures. We love our comfort zones. Growth only occurs when we leave our comfort zones. For the majority of us, we only leave our comfort zones when the pain of staying where we are exceeds the pain of changing.Comfort zone vs. growth
Since the advent of the internet, we have been forced to consider promoting ourselves on the internet through creating websites, directory listings and using social media to create some sort of online presence.
Many businesses are finding that the returns are not as expected. The thing about the internet is that we are only as good as our Google rankings and the sad thing is that our Google rankings are the result of a competition. As more and more people join this competition we just have to get better and better at promoting ourselves or else we slip down the rankings.Achieving a good Google ranking depends on the following:
  1. Having a decent online strategy tailored to the industry in which you compete.
  2. Having an operational plan which you implement.
  3. Allocating resources to online promotion.
  4. Measuring results.
The great thing about online promotion is that you should be able to measure your success or lack of it if you’ve invested just a little time and effort track meaningful results.The other great thing about online promotion is that it can provide a mechanism to develop relationships with current and potential clients.Our research amongst existing clients shows that those with effective relationship building processes within their online promotion are benefitting much more than those without.It’s time to start competing online.Let us show you how.
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Email marketing by The Online Marketer

Moving with the times.

We’ve spoken before about the dramatic increase in the number of people who use mobile devices such as smart phones to access the internet. In South Africa, we lagged behind with this trend until the latter part of 2015. From 2016 onwards the data tells us that a lot more than 50% of Google searches are done via mobile devices.So what's the big deal you may ask?I think the big deal is that people react differently when they are on the go. They don’t have the luxury of copy and paste as they do on their computers. If they do land on your site they firstly need to be able to see your product and service easily and not have to pinch and scrape to get around your site and secondly your calls to action need to be clear and defined.If you want your target market to call you then they need to be able to do so by clicking on your phone number link and be connected. If they want to email you then they need to open their email browser with a single click.And of course, if you are using Google Adwords to reach those coveted top three positions on any Google search page (which you should be doing) then you can make use of Google ad extensions.Here’s a short Google video on how it works.
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To find out more about Google Ad Extensions email kirsten@theonlinemarketer.co to set an appointment.Here’s to better profitsHave fun and until next time...Mike

Essential Marketing Metrics to Follow

I often get told by clients that they battle to measure their marketing efforts, well at the very least these are the marketing numbers you need to know. These numbers serve to focus ones mind. Once you have this perspective I can show you how to double your profits within a year.

What is the lifetime value of my average client?

It’s amazing how this question can change the focus of an entrepreneur. Add up what an average client will spend with you in a day, a week, a year and multiply that by five years or ten years or even twenty years. Really? Is that what one client is worth to me if I can retain him for that period? Well the answer is NO. They are worth much more because you haven’t factored into the equation, the affects of inflation, new product lines, new technology solutions, new services that you may offer in future.

What does it cost me to get a new client?

This is a straight forward question that every businessperson should be able to  answer. Take the total cost of marketing including the cost to company of sales reps (Unless these reps only service existing clients), database management, PR efforts and dedicated time to customer acquisition and divide that cost by the number of new clients or customers. At The Online Marketer that cost is around R1000 for a website and at another client whose average sale value is R4200 it was sitting at R525 per sale. So what is the figure for your business? Very often the cost of acquiring a new customer exceeds the value of the first sales.

If you are one of the lucky few that don’t advertise and just wait for the people to phone you, then be greateful, but ask yourself if that is sustainable if someone else opens up in opposition to you?

How many new customers did I get in the last three months or year?

The final contextual question you need to ask is...

What do my clients think of my products and service to them? 

I’m not asking you to assume anything here. You need hard facts. Not a thumb suck. Do you ask customers for this feedback via a questionnaire or via a comments book? Are you asking them if they would like something different? Would they like anything in addition to the services you offer?

Once you have this info you are ready to play the numbers game. How would you like to double your profits in one year?

Let us show you how.

Can I use duplicate content on my .com address and my .co.za address

So the big question arises. I've grown my business effectively in South Africa and I want to enter the UK market or the USA market. Do I just register a new url and point it to my current website?Well we know that Google doesn't like that.But hey we also know that Google doesn't like duplicate content so what do we do?Well according to Matt Cutts that should be fine. But he does mention a few things:
  1. Make sure your currency symbols are correct for the geolocation.
  2. Make sure your spelling phraseology is correct for the host country. Consider Cheque vs Check and Recognise vs Recognize.
  3. Check your contact details for that country. Telephone numbers come to mind and a physical address.
 

Stalk your clients – Should you?

Is stalking creepy? Normally yes.

But when you use technology to target people who have previously shown an interest in your website and then display an ad to them. It's genius!

This is known as Remarketing.

At The Online Marketer we can set up a remarketing campaign for you that does just that.

Here is how it works in action. Say I'm interested in buying a new home. I do a search for properties for sale in my area and I stumble across the home inspection website, www.housecheck.co.za. Now assuming I've never heard of home inspections before, I briefly browse the site and think this may be a good idea. I make a mental note to investigate further. We can target all visitors to your site, or visitors that follow specific actions, such as visiting a certain page or fill in a certain form on your site. Or we can target people that spend a certain amount of time on your site.

But I get distracted, I carry on with my life and don't think of revisiting the site again.

But as HouseCheck uses remarketing as part of its advertising strategy, I happen to see their ads showing when I visit the property24 website or when I'm checking on the latest rugby news at www.rugby365.co.za. This also coincides with me finding the property I am keen to buy.

Placing ads in front of people when they are ready to buy makes a huge difference to your conversion rate. It sparks my memory and I click on the ad after being enticed by its call to action.

Is this stalking? Some may think so. I think it's genius.

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Remarketing Campaign Les Chouettes

A remarketing ad for one of our clients

 
Remarketing Campaign HouseCheck

A remarketing ad for one of our clients