Digital Marketing is the buzz word for getting more website visitors, getting more clicks on your website and basically getting more customers but sometimes it seems that you just participate because the experts tell you to!
In some cases it is important to stake your place or get your own URL at websites like YouTube or Facebook but the purpose for many sites has most small business owners baffled.
Instagram serves one very obvious purpose to me – it helps you get images from your smartphone onto your website. This means that your staff or contractors can do some of the work that you’d normally pay a digital marketer for.
We were recently helping an asbestos removal company set up their Google G Suite account [Get Your Own Domain Name for Your Business Email], and noticed an invitation to connect our new Google productivity suite to Xero.
Because Xero is committed to building integrated user experiences, Google recognised them as a “Google Cloud Premier Partner”, allowing Xero and Google users to use both applications seamlessly together.
Control your accounts receivable with Xero and Google
By connecting your Google G Suite account with Xero, you’ll have better control over your business. You can start invoices or quotes directly from an email, and even see your client emails alongside transactions in Xero.
This not only makes it easier to create and send quotes and invoices to customers when you’re still at their premises or out on the road, but you’ll be able to see if and when your other staff members have contacted that client.
If you have a virtual bookkeeping managing your accounts, you’ll be able to see when they’ve followed up with clients about outstanding payments, and what the client response has been, so you can intervene if need be.
You can also easily share your screen with a remote worker using Google Hangouts, so they can see what you’re doing in Xero (or vice versa), making collaboration all the more easier.
Learn about Accounts Receivable Courses to find a job or manage your accounts better
MYOB seems to have missed out
Although MYOB is still a widely-used and robust accounting software, it’s quickly being left out in the cold as rivals like Xero and Quickbooks partner with other technology companies to provider a better, more seamless user experience.
That’s mostly MYOB’s fault for burning its partners in the past, by completely redeveloping their software code, making it a costly and sometimes unrewarding experience for the third party companies working with MYOB.
But Xero seems to see the value in forging these partnerships and maintaining them, not only for the consumer, but for their business too — as the most-used email client in the world, businesses that don’t already have a cloud accounting package, are likely to choose Xero if they can easily click and connect it from their email account.
Learn how to setup and use Xero for your business with our Xero training courses. Visit our website for more information.
I wrote recently about OmniChannel marketing and some readers weren’t sure what this means – essentially it means using lots of different ways of reaching potential customers using services like Twitter, Google, Facebook, LinkedIn, MailChimp and other email marketing software etc.
When you use each of these digital marketing tools separately they can be a LOT of hard work so the best thing to do is create a digital strategy that leverages tasks that you can do easily from your mobile phone like Facebook posts or Instagram shares, but that you can use several times.
If your digital marketing is like most small businesses it is a collection of different tools that different “experts” told you you had to have, so they set it up for you! The problem with that is you’ll have too many “experts” and a right royal mess that someone at some stage will have to clean up!
Google Tag Manager is one tool that helps to bring all the mess together into something much more organised.
If you advertising on Facebook or you want to, then you’ll be interested to learn that they are changing the way they demonstrate insights.
The key changes relate to the removal of these metrics:
- Offers Saved and Cost Per Offers Saved
- Relevance Score
- Messaging Replies and Cost per Messaging Reply
The important ones to consider are your relevance score and what that will be replaced by and you can learn more about that here on Facebook.
If your ads take Facebook users to a page that is not relevant or doesn’t keep their interest you may find the cost of your ads will increase. Google do something similar but in their quest to outsmart Google Facebook are now offering insights and metrics on Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking.
In the end what you really want is a sale or a lead and there are ways of measuring the success of these campaigns. Not sure where to start? Get a FREE Digital Marketing Strategy consultation.
I’ve spoke to all sorts of business lately from tradies, shop keepers and car repairers and what stands out most is how they feel when their business is quiet. What many business owners don’t realise (unless they have a good network of business owning friends) is that if their business is slow there is a good chance that many other businesses are also slow.
It’s times like these that the cheapest way of getting new sales is by sending an email to your past clients and give them a good reason to buy or use your services NOW.
Video marketing is a fantastic tool to demonstrate your knowledge to potential customers and it is well known for it ability to keep visitors at your website for long but some business owners don’t realised just how easy it is to use.
Writing blogs, creating content, video
Content is what your customers see in your ads and on your website and landing pages. Combine the content with a Lead Capture strategy to turn strangers into identifiable humans (ie. getting email addresses and phone numbers) and you understand the value of digital marketing in the whole sales and revenue process.
Google, Facebook, Twitter and LinkedIn have managed to turn the tables of marketing and advertising to something that is now massively slanted towards digital and online (and mobile) so good digital marketing skills and experience will give you an edge in almost EVERY organisation.
The key measuring points for digital marketing roles are:
- Returning visitors
- Pages per visit
- Lead capture conversion rate
- Conversion Rate Optimisation (CRO)
- Search Engine Optimisation (SEO)
- Cost per click
- Cost per thousand impressions
- Cost per lead
- Value of each sale
SEEK’s new Career Guide
SEEK’s new career guide shows statistics for every industry and Digital Marketing Jobs are currently the highest paying, followed closely by marketing.
Check it out here: SEEK Career Guide for Digital Marketing Jobs
Digital Marketing Courses with Industry Connect
If you want to learn everything from blog writing, search engine optimisation, landing pages, call-to-action, email marketing using Mailchimp and Feedburner and much more then the COMPLETE Digital Marketing Training Course package is available on a study loan payment plan for just $25 per week.
See what’s included and enrol now