Digital Marketing Framework for NZ Small and Medium Businesses
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Digital Marketing Framework for
NZ Small and Medium Businesses
by
Hello from DigitalxMarketing. Your business needs to keep abreast of developing marketing tactics, channels, technologies, frameworks, platforms and digital tools to ensure that you reach and develop your existing customers, find and convert new customers and try to keep ahead of your competitors. It’s a big ask when you are a business owner. Where do you start and how do you find the time? The post-Covid era has resulted in different buying behaviour and driven more businesses to market their products and services online. Understanding the journey your customer follows to become aware of your business, and how you can engage with them requires you to use different marketing tactics and technology. It is challenging to keep up with the pace of change when you are short of time. If your customer has a smartphone they are already online. Your competitors are also online. Having a basic understanding of digital marketing strategies and tactics is essential to keep up with your competition and respond to your customer when they are looking to buy products and services from you. There’s no “one size fits all” digital marketing solution. Our expertise will help you develop a simple digital marketing strategy relevant to your business, products and services. We look forward to helping your business grow. info@digitalx.marketing https://www.digitalx.marketing/ Page. 1
Table of Contents Integrated Marketing Plan 3 Regularly review your website 4 Use SEO so you can be found online 5 Use Google Adwords, LinkedIn, Facebook & Instagram 6 List Building & Management 8 Develop a content & blogging strategy 9 Develop a Social Media Strategy 10 Use Email Marketing 11 Make use of website analytics, data and insights 13 Invest in getting the right strategy and training 14 info@digitalx.marketing https://www.digitalx.marketing/ Page. 2
1. Do you have a documented integrated digital marketing plan/strategy? To achieve success in business you need to have a plan for your digital marketing journey, understand where you are heading, who you are targeting and how you are going to get there. If you have the wrong direction in your strategy you will never achieve the results you need to grow your business. You need something to map out your activities for the next 12 months. This can be a simple plan relevant to your business model, industry, products and services. The different components discussed in this document need to fit together to drive and optimise your results and maximise the ROI from your marketing spend. A little planning can yield significant results. info@digitalx.marketing https://www.digitalx.marketing/ Page. 3
2. Regularly review your website Your website is your shopfront to the online universe. In 2022 building a professional website does not need to be expensive because of the newly available website drag and drop builder platforms. A website is one of the most critical tools to amplify your reach and get new clients. It needs to be user friendly, We live in an era where if you’re not online, you don’t exist. Making sure your website can be found by your target audience is what matters. It needs to be mobile friendly because the majority of searches start from a mobile. It needs to have separate pages for every service or product that you provide to ensure your visitors can find the information they are looking for. Think about your website as a hub for connecting and communicating with your existing and prospective clients. Your website’s navigation needs to be simple, easy to follow and delivering information to visitors within 3 clicks. Add social proof, testimonials and awards to your website along with a FAQ page. info@digitalx.marketing https://www.digitalx.marketing/ Page. 4
3. Use SEO so you can be found online
You need to drive traffic to your website and one way to do that is through Search Engine
Optimisation (SEO). SEO is the practice of increasing the quality and quantity of traffic to your
website through organic (free) search engine results pages.
SEO is a broad subject divided into 2 primary fields.
1. The structural, or technical. People in this field focus on the technical details of your
website rather than the detail or quality of your content.
2. The content side of things. People in this field know how to create well optimised
and appealing content, build links, and boost social shares.
Using relevant keywords is what will help new clients find you. The better your website's SEO the
better it is ranked by search engines. Search engine optimisation is focused on improving your site
in order to increase your organic search engine rankings. SEO primarily revolves around placing
keywords strategically throughout the site, link building, establishing site authority and using
metadata that’s crawlable by Google.
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4. Use Google Adwords, LinkedIn, Facebook and Instagram ads to drive
traffic to your website and online assets
Use paid advertising to generate traffic to your Website and other online assets such as Landing
Pages, Facebook, LinkedIn, Instagram and your Blog.
To achieve this you need to understand the process of planning, setting up and optimising
advertisements. You also need to understand the metrics that need to be analysed. Running ad-hoc
campaigns will not deliver the results you can achieve if you follow an established system.
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We break paid advertising into five key categories
1. Search Ads e.g. Google Adwords
2. Display Ads across the internet
3. Social Media Ads e.g. LinkedIn, Facebook & Instagram
4. Remarketing Ads
5. Video Ads usually found on YouTube
With an online search ad, you can advertise to people who want to find you. This allows you to
target the right customers at the right times with an effective call to action. You can take them to a
dedicated landing page designed specifically for your campaign and target market so you can
increase your conversions and lead generation.
Your Ad Campaigns should follow a formula of 5 key elements
1. The offer
2. Your copy
3. The creative
4. The ad scent and
5. The targeting.
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5. List Building & Management At every touchpoint in your business, you need to be collecting names with email addresses from your customers, followers and new sales prospects as a minimum requirement. Do you have systems and processes in place to collect name and email contact details? Have you thought of simple ways to build, manage and segment your marketing lists to allow for personalisation? This will allow you to track, retarget and measure your results. All of which can shape and reshape your digital marketing strategy and plan. List building and management is the most important aspect of building a successful digital marketing strategy. Without contact details, you can’t build a successful digital marketing strategy or plan. info@digitalx.marketing https://www.digitalx.marketing/ Page. 8
6. Develop a content and blogging strategy to support your SEO objectives Content is king’ said Bill Gates in 1996. It’s true. Your ability to attract and engage with any audience is dependent on having relevant, fresh, valuable, sharable and engaging content. The ability to write good copy will help differentiate your business from your competitors. Do you have a content management plan and calendar? Having someone within your business responsible for creating/editing, collecting, curating and managing your content and content calendar is really helpful. Just make sure they are up to the task. Do you have a blog? Are you posting content to your website and social networks on a daily/weekly/monthly basis? Have you thought about what type of content will interest or be valuable to your customers to help drive organic growth? Make sure it is shareable too. That way each contact will ‘spread the word’ on your behalf and your reach into the market expands organically. Do you use video content? Video content is set to become a key component of digital marketing strategies. With a small amount of planning, content management activity can really drive tangible, ROI results. info@digitalx.marketing https://www.digitalx.marketing/ Page. 9
7. Develop a Social Media Strategy
Social Media is here to stay. Social media profiles/pages are a free and easy way to promote your
business. The chances are that your customers use them and are on them frequently. Whether it is
Facebook, Instagram, LinkedIn, Pinterest, TikTok or any one of the many others, you need to find
out where your customers hang out and what platforms they use. Social Media is a business digital
marketing essential and will help you build trust with new and existing customers.
Using Social Media will allow you to
1. Build your brand
2. Connect with an audience
3. Establish thought leadership
4. Build Authority
5. Develop a personality
6. Drive website traffic
7. Increase leads
8. Improve your SEO
info@digitalx.marketing https://www.digitalx.marketing/ Page. 108. Use Email Marketing Email marketing provides the highest ROI of any digital tactic. Email marketing can be used for branding, engagement, acquisition, retention, direct sales, generating traffic and getting referrals. It is one of the most versatile tools any company can use to grow its business. Email marketing is most effective when you coordinate it with your content and advertising campaigns to indoctrinate your new subscribers, nurture those relationships, and move them quickly through the Customer Value Journey. When preparing for an email campaign it is helpful to remember you are a guest in the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever by being unsubscribed. Be polite, respectful, and deliver value. You need to spend time planning and developing an email marketing strategy. All email marketing requires you to harvest and build quality email marketing subscriber lists. info@digitalx.marketing https://www.digitalx.marketing/ Page. 11
These can be kept in a spreadsheet, email marketing platform such as MailChimp, database or as
part of a CRM platform solution. Some businesses may even use a Marketing Automation platform
that will allow you to store contacts, segment them into groups and be able to send sequenced email
broadcasts, build campaigns, track visitors and collect data.
Email marketing highlights
● Your most important communication channel - use it well
● Helps keep your brand front of mind
● Allows you to share your content and expertise
● Allows you to segment your clients to send on-point messaging
● Allows you to send Newsletters to different groups
● Allows you to provide important or urgent updates
● Communicate with clients and strengthen relationships
● Collect feedback and surveys
● Send out promotional campaigns
● Send out sales campaigns
● Build credibility and authority
● Increase website traffic
● Send traffic from campaigns to dedicated Landing Pages
info@digitalx.marketing https://www.digitalx.marketing/ Page. 129. Make use of website analytics, data and insights to measure performance and optimise results To help you understand whether your tactics and strategy are working, and to measure the impact of any changes, you need to use and understand data and analytics. It is better to use metrics and data than managing your Digital Marketing strategy with your gut instincts. In the digital world, your website is your storefront to the online universe and is used as a Hub to connect and communicate with your existing and future customers. Google Analytics is a free tool. It makes sense to measure and track how your activities and tactics perform. It is a good idea to keep records so you can compare your performance over time. info@digitalx.marketing https://www.digitalx.marketing/ Page. 13
10. Invest in getting the right strategy and training To help your business grow, to maximise the benefits from digital marketing technologies and to keep ahead of your competition you will achieve more by getting help with your strategy. An investment in training will help you learn how to implement your digital marketing plan. In the long run this will save time and money. Done right Digital Marketing can provide the ROI from your marketing spend to drive business growth, increase sales and improve profits. With the use of world-leading research, data and insight tools we can quickly learn about your digital footprint and what is working. info@digitalx.marketing https://www.digitalx.marketing/ Page. 14
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