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Does your website attract the right audience

Touch Team — Sun, 15 Dec 2019 23:48:06 GMT

Website traffic can be misleading; your site might have several clicks, but is it converting? Visits are not enough to achieve your business goals, you need the right audience to improve conversions. The right people entering your website will browse longer, will want more details and will likely sign-up or buy.

Inbound Marketing – the only way to fly!

Touch Team — Tue, 26 Mar 2019 02:35:24 GMT

Many years ago (not that long ago for many), organising and running a marketing campaign for your company or on behalf of a client, meant developing creative, deciding on DM, TV, Radio and assorted other expensive channels, pulling the trigger then crossing your fingers hoping that results would follow. I know, because I've worked on plenty of these traditional campaigns both here in NZ and in the UK.

Digital marketing trends in 2019 - 5 things to look out for

Touch Team — Tue, 26 Mar 2019 02:21:47 GMT

Here's our pick of the top five things you and your business need to be thinking about when refining your online marketing strategy this year.

1. Short-lived content is everywhere

Sample - How To Post

SampleHubSpotUser@hubspot.com (Sample HubSpot User) — Fri, 29 Jun 2018 02:29:45 GMT

Digital Marketing Basics

nigel@touchmarketing.co.nz (tacto) — Mon, 14 Aug 2017 22:47:08 GMT

Internet or Digital Marketing has come a long way in the decade or so its been popular. Even so there are some basic principles that are misunderstood by businesses as they seek to use social media platforms and Search Engines to promote their business.

Insider tips could be your biggest draw card in 2016 and beyond

nigel@touchmarketing.co.nz (tacto) — Mon, 23 Jan 2017 02:56:43 GMT

“Guide your customers to an end result with a great product or service that provides value to his/her life or business” Craig Connelly

Passing on guarded secrets and insider tips from your business could well be the profit enhancing magic bullet required in 2016 to out do your competition. Not only can this technique increase your sales, but will also help build up a loyal following for your brand, business or yourself.

We're Hiring!

nigel@touchmarketing.co.nz (tacto) — Fri, 23 Sep 2016 02:48:05 GMT

Opportunity for a Graduate or Recent Graduate

Major Trend in NZ Business: Better Customer Relationships through Data

nigel@touchmarketing.co.nz (tacto) — Sat, 03 Oct 2015 21:08:40 GMT

The tidal wave of data and the opportunities that wash up with it has finally hit NZ shores. We have some really excited clients saying: “We can now make informed business decisions based on facts rather than guess work and opinions”.

Data Collection, Tracking & Analysis: Measure & Grow Success

nigel@touchmarketing.co.nz (tacto) — Sat, 04 Jul 2015 04:20:21 GMT

Using data and data analysis to inform your business decisions has become universally recognised as best practice. This post will help you understand how to plan your own data tracking and analysis process. This process well planned and implemented will increase your return on investment.

4 Step Guide to Data Tracking/Measurement

Establish Digital Business Objectives
Develop Strategies and Tactics
Identify KPI’s to measure success of your strategies
Pick out some Segments

1) Establish Digital Business Objectives

The whole point of this measurement process is to work out exactly what is working for your business and what isn’t. We want to know if you are making good decisions for your business.

A quick way to drill down to your core digital business objectives is to ask: ‘why does my business’s digital presence exist?’

For example let’s use a scenario provided for us by Google:

You run an outdoor equipment (camping gear etc) retail store with both physical stores and a website which has an online shop and a blog which they use to engage customers on how to enjoy the outdoors.

Your business objectives (why does your site exist?) would be:

a) Help people enjoy the outdoors through innovative products & b) cultivate their love of the outdoors

2) Develop Strategies and Tactics

Next, develop a plan to act on your digital business objectives

Firstly, come up with a broad strategy/idea to achieve each objective. These can be really simple.

For example in our Outdoor Equipment scenario:

Strategy for objective a) : Sell Products

Strategy for objective b) : Engage Users

You then need to think in slightly more detail about a set of tactics to achieve each strategy.

For example in our Outdoor Equipment scenario:

Tactics for Strategy a) 1) Sell products online & 2) Drive visits to the store
Tactics for Strategy b) 1) Drive blog engagement

3) Identify KPI’s

It’s important to develop some KPI’s to measure the effectiveness of your tactics. A KPI is a ‘key performance indicator’ – a metric that helps you understand (measure) how you well your tactics are achieving your objectives.

For example in our Outdoor Equipment scenario the KPI’s may be:

Tactic a) 1) Total Revenue & average order value

a) 2) Number of find store location events on site & Number of printed coupons for in store use

Tactic b) 1) Recency & Frequency of blog visits & social sharing of blog posts

4) Pick out some Segments

The data provided by your KPIs is meaningless without segmentation. Establishing your segments needs to be informed by the 3 steps preceding it.

A segment should broadly be defined by:

– a certain group of people

-their source (how they came into contact with your digital presence)

-what they did on your site (user behaviour)

-what were the outcomes (KPI’s they added to).

For example in our Outdoor Equipment scenario relevant segments may be:

1) Marketing Channel: which marketing channel did people who completed any one of your KPI’s come to the site through

2) Existing or New Customer: was it a returning or new customer that completed a KPI

3) Geography: Where was a user located when they completed a KPI

A Plan for Success

If you follow those steps you should end up with a plan for digital success for your business. This is a process that allows you to unlock hugely valuable insights into your customers journey to purchase. For information on the customer journey click here

Understanding the Customer Journey” – more than a hollow buzz phrase

nigel@touchmarketing.co.nz (tacto) — Fri, 15 May 2015 23:35:10 GMT

The purchase decision process

Knowing as much as possible about your customers’ reasons for purchasing has long been a priority for businesses. Obviously giving people what they want or (even better) what they need has been central to successful business since forever.

This graphic illustrates the widely agreed upon stages of any purchasing decision:

These 4 generic stages of a purchasing decision are well established and have remained unchanged for decades.

So what has changed?

Thanks to the ever expanding influence of the internet, our ability to collect reliable information on what consumers do before they purchase has exploded. This process has become known as: ‘Understanding the Customer Journey’.

The opportunities and insights offered by ‘Understanding the Customer Journey’ for your business has made it a hot topic in 2015.

What is ‘Understanding the Customer Journey’ all about?

1) Understanding that customers will likely come into contact with your business multiple times and through multiple channels before they purchase from you

2) Understanding that the mountains of information and choice available to consumers on the internet means they are able to be incredibly picky. So businesses must continually strive to deliver more personal communication and better customer experience to stay competitive

3) It’s about taking advantage of the opportunities that the internet provides business to collect data on your customer’s behaviour

4) It’s about using the opportunities presented by the data available to understand more about your customers and their purchasing behaviour

5) This = an enhanced ability to give customers what they want, when they want it, where they want it and how they want it

6) Which = higher conversion rates and increased ROI for your business

Stats!

A report, based on a survey of nearly 2,000 digital experts by Econsultancy in 2015, on understanding your customer’s journey found:

1) The vast majority (86%) of companies said that profitability and increased revenue were a ‘major benefit’.

2) A similar proportion (83%) said that identifying pain points and reducing customer struggle were a significant benefit

3) Of those surveyed 80% cited improved marketing effectiveness as the upside.

The benefit of understanding your customers journey are universally agreed upon, it has become the priority for all forward thinking business.

The tricky stuff

1st Question: How do you build a clear picture of your own customers’ journey to a purchase decision?

To quote Google: “These days, the customer journey has grown more complex, touching many different marketing channels”. This is compounded by the fact that the number of digital channels/touchpoints is increasing by around 20% annually.

2nd Question: Once you have all that great data what do you do with it?

The Answers:

Part 1) Operate a data tracking and analysis program tailored to your own business and it’s goals across all your channels/touch points

Part 2) Turn that information into actionable changes within your business and how you communicate to your target markets.

Put Simply:

1) Work out what it is you want to find out

2) Set up the necessary data collection

3) Produce some relevant conclusions from the data

4) Then work out how to turn that information into increased conversions/$$$

For our guide on how to plan an effective data tracking and analysis program for you business click here