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Why Your Digital Campaign Is Not Selling

Sometimes the reason your digital campaign might not be working could be as basic as the fact that your offer sucks! Testing is a key part of running any digital campaign and the first thing you need to test is whether people would click on your offer if it was for free. You’d assume that people love “free” things but that’s not always the case. Most people won’t click on a simple offer even if it was for free. They say a picture says a thousand words but not really. An image can grab attention but the copy will always be what drives the action. Make sure you’re saying the right things to drive a potential customer to click through on your offer. Make sure the offer is solid by testing if people would click it if it was for free. Once you have the offer on-lock then you can work around how to price it.

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Intent or Interruption Marketing

Before you go wild on your marketing strategy it's really important to understand which arena you're playing in. Whether you are taking the intent-based marketing or interruption marketing approach. The obvious question would be, what is the difference? An example of Intent-Based marketing would be when you search for a "restaurant near me" on Google. This is when a customer is actively searching for your product or service. Interruption marketing is that TV ad, billboard or random sales call that catches you off-guard. However, social media marketing has slightly blurred the lines. By correctly using targeting, you can interrupt customers who sort of have the intent to buy what you might be selling. Ever been looking at a potential holiday destination and when you get on Facebook you find ads offering getaway packages? How does this all work?

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Why do you still use demographics?

Ever watched a dating show where they ask the single person what kind of individual they are looking to date. Generally, ladies would say things like; "I'm looking for a tall guy with short hair, dark and maybe has a beard too". A very general description. Almost the equivalent of companies saying they target males, aged 25 - 30 who use smartphones. You see the flaw with demographics is that they are not as specific as we've been accustomed to believe. Do you know how many different combinations of interests, behaviours and personalities there are in any given age range and location spec? Just like how the single lady might end up with a tall dark and handsome guy with a shitty personality and bad temper, companies advertising online based on demographics may be targeting the wrong people. Psychographics! You may not have heard of them but they are what you should focus on.

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Dancing to the rhythm of the Algorithm

Trying to keep up with the social media platforms' algorithm changes is as beneficial as a dog chasing its tail. Most of the major social media players use the same formula. They lure a mass of new users, grant organic growth to the earliest adopters, then when advertisers come knocking the algorithm is changed. Think about Facebook pages for example. In the early days of their launch, Facebook pages gave decent organic reach. All you had to do was get as many page followers and whatever you post would reach most of the people who like your page. But today, you could have a million page followers and still have to pay to reach them. This is why we always recommend using your social media to funnel customers to your own platform (Website/contact database). This allows you to stay in control rather than be affected when the platform adjusts their algorithms.

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A glass of water is worth more than the ocean

A lot of us treat the internet as this limitless ocean, however, it's really just a glass waiting to be filled with just enough water. Clean water in a glass is of more value than a sea of salt water. Similarly, a few highly engaged followers are worth more than a million followers who couldn't care less about what you have to say. This is always the biggest challenge for new E-Commerce entrepreneurs. You know how difficult it is for a 5-year-old to grasp how Cape Town could have water scarcity issues even though it's by the ocean? I just spent 2 hours explaining why it's better to run a campaign to a smaller and more specific audience rather than cast a wide net to try to capture "Everyone". Here's why you should rather treat your online campaigns as a glass than the ocean.

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Too Soon To Use Analytics

Analytics is a tool best suited to larger businesses. As well know, the sample size is a key factor in conducting research. The bigger the sample size, the more accurate the mean values are and the smaller the margin of error. If you're a small business doing big numbers, you can definitely rely on your analytics. However, if you are still in the launching phase, it may be too early to use analytics. If your analytics tell you that 60% of your traffic is coming from Gauteng from a sample size of 6000 visitors, that data can allow you to make great strategic decisions. Let's be honest, if you still ranging between 10-20 visitors, it would be completely irresponsible to use that data. You have to keep it old-school and simple in the developmental stages of your business. Sometimes it may be too soon to use analytics.

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