Digital Marketing Live Q&A

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We recently went live on our YouTube channel to answer an array of Digital Marketing questions sent into us by you! If you didn’t manage to catch us then here is everything you missed:

 

 

Before we go any further make sure you are subscribed to our YouTube Channel and have clicked the notification bell so you never miss a video again.

 

“Hi Pete, we’re a small retailer and have recently been running Facebook Ads very successfully however, as of yesterday we had our account suspended. What should our next steps be?”

Unfortunately, we’re not Facebook so we can’t explain why your specific account was suspended, but this is something that we are seeing more and more often. Facebook claim that accounts are being suspended as they are violating policy guidelines but you will have to contact Facebook support directly in order to get your account back.

Ideally, your business should be running ads on more than one platform in case problems such as this one occur. There are multiple ways to advertise on Google which we have discussed in a previous Digital Marketing Tuesday video but if you would like to discuss this further with us then book an appointment to speak with us.

 

“We are a florist that sells locally and online, can you help us increase sales? Currently, we’re doing leaflet campaigns and email marketing, are these methods effective?”

Email marketing is a great step in the right direction, especially since we’re coming up to Christmas and Black Friday has just passed. I think everyone is being bombarded with emails from e-commerce businesses at the same time though, so you have to be careful and make sure you stand out, but great job on setting that up.

What I would recommend for Florists and Gift Shops is to continue with the email marketing but alter the frequency. Also, top tip for you, make sure you get people’s birthdays from them so you can contact customers around their birthdays and send out reminders. You should also be sending emails to customers during any major holidays such as Valentine’s Day etc.

 

“We are a business that sells high-cost products. Can you help us find more ways to grow our business?”

All of this comes down to business metrics. What we witness a lot is clients approaching us saying “I want to run Facebook Ads” or “We want to run Google Ads or YouTube Ads” but before we do any of that we have to work out the Business Metrics for your specific business.

That might sound technical but it essentially comes down to:

  • How many customers do you need?
  • How many customers can you support at one time?
  • When you make a sale to that particular person how much revenue does that bring you?
  • And ultimately, what is your sales process?

You essentially need to identify where you are now and where you want to be in the future. If you would like us to go through this process for your business then book an appointment now.

If you’re selling high cost products or services, you don’t need many clients to get that initial upfront cost back. The way we grow businesses with that business model is through online events such as livestreams like the one at the top of this blog. They’re currently very popular and a great way to interact with your clients/customers. You could even just film videos and send them out to your customer base.

If you don’t have a customer base then you will have to put a bit more work into it to drive a bit of awareness and traffic to your business but by using platforms such as the Search Network, you can get in front of people who are searching for your product/service.

 

“We run ads at the moment Pete, were getting a high number of impressions but a low click-through rate. How do we amend this?”

This particular business is running Facebook Ads, Google Ads and Display Ads and this is what we call a click-through rate issue. So, they are being seen but no one is clicking on their ads. Whenever we see this issue, we tend to review the wording on the ads and if possible, we call out to the target audience directly.

For instance, a client we are currently working with has a customer base of both domestic and business users but their ads are calling out business owners only. This essentially narrows down their audience and targets specific people, so the more specific you can be, the better.

Another key thing to review is where you are sending people to once they have clicked on your ads. A common mistake we see businesses make is when they send people to the home page of their website – this is a massive no-no. You should be sending users to a page that’s specific to that problem and offers a solution as well, to reassure the person that has clicked on your ad that they are in the right place.

 

“Hi Pete, our business is currently focusing on doing email marketing. We are currently using Mailchimp but no one is opening any of our emails. What can we do to solve this?”

This has been a common question so if this is happening to you, you’re not the only one. We mentioned earlier that many businesses are sending out emails, due to the time of year, so there is a very high competition at the moment.

The way to fix this though is to look at your deliverables. Ideally, you shouldn’t be using your normal email provider, instead, you should be using software such as Mailchimp, Active Campaign, Infusionsoft etc (again if you need help with any of this then get in touch with us).

These types of software will allow you to look at your deliverables through the dashboard, so when you send out an email broadcast, you will be able to see:

  • How many people have received the broadcast
  • How many people have opened it
  • How many people have clicked any of the links in it

If you’re getting a very low open rate, which is typically anything less than 5%, we recommend that you review the subject line or the opening line of the email. At the end of the day, if people are not engaging with that subject line then they’re definitely not going to open the email to find out more information.

The main risk with having users ignoring your emails is having your email end up in the spam folder. If this is the case for your business then get in touch with us and we can help you take the next steps.

 

If you would like to find out how we can help you to attract, engage, convince and convert customers for your business then give us a call on 01283 249 579  or book an appointment.

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