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Take Your Website from Good to Great

A good website isn’t good enough anymore. These days your website has to be more than good to stand out from the crowd. It has to be great.

Donna Rachelson

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I remember a few years back when every company was rushing to get a website designed because we were told ‘online is the new shop front’. People said having a good website was the key to sales success and for a time they were right – until everyone got a good website. Unfortunately, it’s not enough anymore.

Of course, that doesn’t mean having a good website isn’t important. But it’s like thinking that doing good work will make you stand out in the workplace. Good work is the expected minimum. If you don’t have a good website, don’t even try to compete in the market. Having a good website is like having good customer service – it’s just not negotiable!

What you need is a great website that anchors all the rest of your marketing activity. What, then, is a great website?

The best websites are easily navigable, speak directly to your target audience and offer value. They also educate users and change regularly with new updates and content. And don’t forget good SEO to deliver the right visitors to your site.

Take your site from good to great

Start by realising that people will be connecting with you from many different sources. Make sure your site is easy to access from a computer, tablet or phone.

Link everything you do online back to your site. This includes your social media and your blog, as well as any podcasts, YouTube videos, photos.

Make sure that everything you’re posting or sharing is of interest to your target market, and that your website is an accurate reflection of the products or services you offer. Often, businesses shift focus or diversify, but forget to update their website accordingly.

Finally, and this is the most important part, regularly audit your site. Things change, your business will change, your customers’ needs will change, and your website should change.

Think beyond your website

You can have the best-looking website in the world, but if it’s not part of a customer-focused marketing strategy, it won’t help you one jot. It’s very exciting to jump right in and design something that looks gorgeous, but it’s a far better investment of your time, effort and money to start off by developing a decent marketing strategy.

To do that, you have to understand your clients and what your competitive advantage is. Then you can strategically channel your efforts and your funds in marketing to the right market in a way that ensures your target market sees the value of your offering.

Donna Rachelson, branding and marketing specialist, is the author of three books.She has held marketing director positions in blue chip organisations and has a solid business education, including an MBA and is a guest lecturer at GIBS .As a successful businesswoman and investor in businesses, Donna is passionate about empowering entrepreneurs and women, uplifting them with her unique brand of inspiringly practical, strategically results-driven guidance. She is currently Chief Catalyst at Seed Academy- a training and incubation ecosystem for entrepreneurs.

Online Marketing

There Is No Silencing The ‘Chatter’ Bots

In a world governed by technological advances, it is no surprise that the business world has adopted technology of their own to better their processes.

Jandre de Beer

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There has been a strong movement in the business environment towards automated processes through the use of Chatbots, introduced in order to support business teams in their relations with customers.

Chatbots are essentially personal assistants developed to assist you. They are artificial intelligence systems that we can interact via text or even voice interface. In the business world the idea is to automate repetitive tasks in order to lighten the workload for employees, allowing them more time to concentrate on more important tasks at hand.

As futuristic as this all sounds, the reality is that this is something that businesses are already using and the benefits are definitely worth mentioning.

Related: A Beginner’s Guide to Growing Your Business With Google PPC Ads

Chatbots in Business

The main aim of any business is to keep the customer happy – that’s where the money comes from after all. In such a fast-paced, technologically advanced world, customers are expecting so much more from businesses in terms of service delivery, so this is where Chatbots come in.

Unlike humans, Chatbots can work 24/7 without a break and without the added expense, two factors that will definitely benefit any business, never mind the improved customer satisfaction that comes with that.

Customers no longer have to wait to be put through to the next available operator; Chatbots are replacing live chat with other forms of contact such as text and emails, ensuring that customers are dealt with faster than was previously possible.

Chatbots can have conversations with thousands of people simultaneously, something that humans just can’t do.

Dealing with difficult customers is also a thing of the past. Chatbots are bound by rules and specific instructions so they will always deal with customers in a polite and professional manner, another positive for customer satisfaction.

In the travel and hospitality industry, dealing with customers that speak other languages is also a possibility with a Chatbot trained in different languages.

The Long-Term Cost Saving

There is major movement in all businesses to keep costs down, especially as the business grows. A major monthly expense for businesses is the paying of salaries. Although it isn’t possible to completely cut out this expense, Chatbots can help businesses reduce the amount of staff needed.

Related: The Best Conversion Rate Optimisation Tips To Help You Grow Your Business

Chatbots can deal with simpler customer queries and only escalate more complex queries to agents. Chatbots can also lighten the workload of a sales team by engaging with customers and gathering information about what the customers want, supplying the sales team with valuable information to help in the sales process.

Chatbots are a one-time investment, and any company with a website can make use of them – simple and cost-effective in the long term.

There are so many benefits to using Chatbots, and as technology continues to advance, who knows what these bots will be capable of in the future.

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10 Content Marketing Tips For Start-ups

Suzanne Stevens, BrightRock’s executive director for marketing , shares her top content marketing insights for entrepreneurs.

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1. Nothing worthwhile is free

There’s a misnomer that using social media is an easy, affordable marketing approach. Don’t be fooled! It takes specialist skills, hours of effort and experimentation, and therefore money to run a successful content-based marketing strategy. It’s a strategic and financial commitment to succeed in the highly competitive content space, so don’t just jump in without proper consideration.

2. Know exactly who you’re talking to

You have a plethora of choices on where to place your content. Define who you want to reach as narrowly as you can, identify exactly where you will find those people, and then select only a few of the best platforms or channels to place your content. Lots of content, in lots of places, reaching lots of people that aren’t key to your business, is of no value.

The right content delivered to exactly the right people will have an impact. Today we have excellent data available, so interrogate the numbers to make informed choices.

Related: 3 Ways To Build Your Brand Identity Using Content Marketing

3. Know what you want to say

For your content to be credible and authentic, it must have clear editorial pillars directly linked to your business, your product and your marketing strategy. These editorial pillars provide the strategic framework within which you can be creative.

4. Don’t copy; create

It is important to have your own voice, tone and style. People have so many choices of when, where and what content they consume. If you want to compete for their time and attention, you need to serve them something unique. This is important if you want engaged consumers that come back for more.

5. To insource or to outsource, that is the question

If you possibly can, insource a significant portion of your content creation. Your content will stay on strategy, turnaround times are quicker in the 24/7, always-on world of content, and it can be more cost-effective.

But make sure you get out: Avoid becoming myopic and repetitive by making sure you expose your inhouse team to “outside world” experiences regularly.

6. You need a team of rainbow unicorn kittens

Harness as much diversity of thinking, talent, skills and demographics in your content team as you can garner. The world of content is fraught with pitfalls that can cause reputational damage if you get it wrong. The wider the variety of inputs you have, the more in touch you are with the different views that your content can evoke. It’s demanding, it’s fun and it’s worthwhile.

7. It’s not on top, it’s inside

Forget the old-style marketing approach of placing big brand logos all over the place. It’s all about the subtlety of what we call “in-content branding” which is captured in your tone, style and messages linked to your strategic editorial pillars.

Like a good news service, always think about ‘the story’ first. It’s the story that grabs peoples’ attention.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

8. Don’t get stuck on repeat

Don’t use exactly the same content on every platform at the same time. Each platform is used differently by its consumers, and for your content to perform optimally, you need to tweak and change your content to suit the platform it is being placed on. You will soon see that some content it better suited to some platforms and should rather not go on others at all. But, once you have a repository of on-strategy content, you have an asset that you can repackage in new and different ways on the same, or new platforms.

9. Measure, experiment, measure, experiment, measure

It’s all about learning and iterating, and keeping an eye on the numbers. News, social media, stories are constantly changing: super-relevant today, completely redundant tomorrow.

It is an always-on, live environment where you learn as you go, tweaking and adapting your approach as you publish.

10. Like a great cake, create layers

Try to reach the people you want to talk to more than once on your key platforms with different, yet on-strategy content. We call this “layering”, and it’s an effective way of amplifying your message and business. When the right people see your message more than once in different contexts, they start to understand your message better, and your business becomes more relevant and impactful. “I see you guys everywhere”, you will hear them say.

Suzanne is a founding director of BrightRock and heads up all its brand and marketing activities. She has over 20 years of marketing and communications’ experience and has been involved with the launch of new entrants into five sectors of financial services. BrightRock’s content-led marketing strategy is the subject of an international business school case study.

Visit BrightRock on The Change Exchange, Facebook, Instagram, Twitter and YouTube to see what BrightRock has been up to in their content marketing strategy.

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Online Marketing

Pay Per Click Advertising. When, How And For What?

When should your business be using Pay Per Click advertising? To answer this question, you first need to understand what paid search is all about. If used correctly, it could benefit your business in a measurable way.

Steven Slotow

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Can you remember a time before the internet? South Africans might still be hampered by the high cost of data, but a significant 65%of us can access the internet every single day.

This is a great thing, as better internet access is a proven positive driver of GDP growth. It’s no wonder then that savvy local businesses have been steadily cranking up their efforts with marketing their businesses online, and competition will only get more intense as the current figure of 18.43 million local eCommerce users increases to 24.79 million in just four short years’ time.

If you’re a business thinking of heading into the fray, you’ll know that you have many tools at your disposal, including social media, SEO and of course, Pay Per Click Advertising.

When should you be using Pay Per Click Advertising – and why?

Why businesses love it

Pay Per Click Advertising is an established player in the digital marketing landscape and a popular type of paid search advertising, but what exactly does that mean? To summarise, it will direct traffic to your website or webpage when you place ads or product listings on search engine results pages, most commonly in Google, or on one of the thousands of websites that make up Google’s Display Network. The prominence and position of the advert is determined by the quality of the ad (as judged by a predefined set of criteria) as well as the Cost Per Click (or keyword competitiveness) of the ad in question.

Related: Using Google Pay-Per-Click Advertising

What makes Pay Per Click Advertising unique (and attractive to businesses) is that you can set a budget for a campaign and only start incurring costs when someone clicks on it, giving you unprecedented control over what you spend. A credit card and Google account is all that’s needed to get a Pay Per Click Campaign successfully up and running on the most popular Pay Per Click Advertising platform, Google AdWords – which is also free to use.

On top of being relatively affordable, quick to implement and somewhat easy to set up, Pay Per Click Advertising works, and the wealth of trackable Analytics data it generates can prove this. Google estimates that businesses who use it make an average of $2 for every $1 spent, increasing their brand awareness by up to 80% and increasing the likelihood that the person clicking on the ad in question will complete their purchase in store.

When to use it, when to lose it

online-advertisingAt a glance, Pay Per Click Advertising ticks all the right boxes as an all-around digital marketing winner. It’s quick, highly manageable and gets results. But does that mean it should be broadly used by all businesses? Not exactly. Like most types of digital marketing, Pay Per Click Advertising shines more in certain situations than others. To squeeze the most value out of it, you should work with its qualities and not against it.

The first thing you should take note of is that it will generate the best results for you as part of a hard, fast targeted marketing attack. For example, when you’re trying to clear old stock with a time limited sale, need your traffic to kick up a notch or just want to dominate a certain search result. One of the key features of PPC advertising is that it is extremely intent-based meaning that people are more likely to click on it when they’re ready to make a purchase. Keep that in mind.

What Pay Per Click Advertising isn’t necessarily great at is improving brand identity: it’s not intended to make your business look good. And as nice as the immediate ROI boost it provides is, it’s not sustainable in the long run. For your business to remain standing, people need to do more than buy what you’re selling. They need to have a reason to come back again and again (you can ensure this by giving them a wonderful customer experience and an awesome range of stock to choose from), and to form a connection with your offering.

Related: 5 Pay-Per-Click Mistakes That Can Cost You Money

For that, you need to build the value of your website (marketing strategies like boosting your website’s UX are invaluable here) and be seen as an authority in your field (something that expertly written and value-laden blogs on your website will ensure), and perhaps most importantly, you need to consistently be turning up in the appropriate search results (this will take time and can only be accomplished with the help of an effective and well run SEO campaign).

If you’re a new business or just new to digital marketing, Pay Per Click Advertising can certainly help you make a splash. But if you hope to be more than a flash in the pan, then you need to consider it as part of a broader digital marketing strategy with eyes on the horizon.

 

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