Brand Management and the Conscious Consumer

Brand Management and the Conscious Consumer

Effective brand management determines some of the most important factors of your business, including brand awareness, brand equity and brand image.

The stronger your brand’s presence in the market is, the more it’s differentiated from your competitors, helping it to stand out above the rest.

With the current environmental awareness movement that is taking place on a global scale, consumers are becoming more conscious than ever before and many have directed their attention towards businesses that share in their ethos of sustainability and unrelenting ethical conduct.

This is a shift in consciousness of epic proportions, and the signs are there; if you want your brand to shine bright, you’ll need to ensure that it speaks directly to the very heart and soul of the consumer.

brand-management-for-the-conscious-consumer

The Importance of Brand Management

So, where does the brand management process fit into the picture of conscious consumerism? In this article, we take you through the concept step by step so you can walk away with the understanding that this is an essential part of your brand’s success.

  • What is brand management?
  • What is brand awareness?
  • What is brand equity?
  • What is brand image?
  • 5 Ways to speak directly to the conscious consumer
  • Corporate citizenship

What is Brand Management?

Brand management (BM) is the process of implementing strategies that positively influence the way the target market perceives the brand with the aim of setting it apart from its competitors.

It aims to improve brand awareness and equity through providing a product or service that offers immeasurable value to the consumer.

BM has a direct impact on the brand image, which is the cornerstone of a brand’s success.

What is Brand Awareness?

Brand awareness refers to how familiar consumers are with your particular brand and is an elemental part of your development of marketing strategies.

What is Brand Equity?

Brand equity describes the value a business can generate from a well-known product. This is based on the concept that a brand will generate revenue simply through achieving high levels of brand awareness.

What is Brand Image?

Brand image is a set of beliefs or opinions the audience has about a particular brand. It’s the way they see the brand as a whole.

Your brand’s image serves to make your company’s vision and mission visible to the public, allowing them to make an emotional connection with your brand.

Brand-Awareness

Brand Management and Conscious Consumerism

Now that we have some of the technicalities out of the way, we can focus on why we are here today: how to get your brand to appeal to the conscious consumer.

Let’s begin with understanding the general thought process of a conscious consumer. These consumers are more willing to disrupt their own buying process in order to take a long, hard look at the product, the brand and its ethics.

The conscious consumer will look far beyond the label and will make their decision based on several factors:

  • Environmental impact
  • Biodegradability
  • Sourcing (where does the company get their materials from?)
  • Social impact (child labour, fair trade, supporting local)

We could go on and on about what the conscious consumer is looking for when making their purchase, but that could take forever.

However, what we want to be clear about is that they care. Not about the price, not about how cool your logo is, not about convenience. They care about how far the ripples of their single purchase will travel and who or what will be affected. At the same time, they also care about whether or not their purchase will ultimately solve their problem.

Conscious consumers will spend hours and sometimes days getting to the very birth place of your product. They look at your industry relations. They look at which companies you support and who they support.

So, your final product is not tested on animals, but the raw materials to make the ingredients that you use to make your product are. The conscious consumer will stop at nothing to find this out, and when they do, you’ve lost them forever.

conscious-consumerism

5 Ways to Speak Directly to the Conscious Consumer

Consumers want to know that you care. They want to feel like they are an integral part of what you do. They want to know who you are so that they can connect with you on an emotional level. They want to trust that your organisation is advocating for them while doing your best to make their lives better.

Afterall, emotional response to a brand is what drives most of the purchases made by consumers; especially the conscious ones.

So, how can you connect on a deeper level with the conscious consumer?

Be Authentic

Nobody likes having sweet nothings whispered to them. The conscious consumer wants to see that you genuinely care about the same things.

We all know that age old saying: actions speak louder than words. This couldn’t be more applicable to your brand management strategies.

Address the Elephant in the Room

Take a careful look at your industry and where it lacks social goodness. Once you identify these areas, take a proactive approach to use your brand to effectively address these problems using a head on approach..

Make it Public

Have the courage to take a public stance against the issues in your industry and then explain exactly how you will go about making the change.

Conscious consumers trust brands that speak up against the norms of unethical business practices, even if it means that they need to redesign major aspects of the way they conduct their business, including their business-to-business relations.

Understand the Value of Transparency

Although conscious consumers will undoubtedly go to every length to find out the finest details of your product, they also appreciate transparency. Make their lives simpler by providing your consumers with all the information they are looking for in order to make their final decision.

However you choose to do it, making information about your brand readily available to the consumer in an honest way will foster trust which is the foundation of brand loyalty.

brand-awareness

Establish Leadership Where It Counts

For the conscious consumer, brand leadership is not determined by how much they see your brand, or how much your profit margin was last year. They don’t measure brand leadership based on the size of the CEO’s house.

Brand leadership in the eye of the conscious consumer is measured by whether or not you put your cause before your turnover. Of course, this doesn’t mean that you need to drive yourself to bankruptcy.

Instead, it means that a leading brand will make education the forefront of what they do and the driving force behind their content.

This is done with the understanding that sales will follow, rather than trying to directly peddle their eco-friendly product in an attempt to increase sales.

The bottom line here is that a leading brand will do what is right, rather than what is profitable. Let’s take Volvo as an example. When they introduced the three-point seat belt in 1959, they knew that patenting the design would result in major profit.

However, they recognised that the design could save thousands of lives, so they went ahead and shared the patent with the world.

corporate citizenship

Corporate Citizenship

Based on everything we have discussed; we can use one umbrella term for it all: Corporate citizenship.

What is corporate citizenship? Corporate citizenship broadly refers to a company’s corporate social responsibility which includes, among others, ethical and legal business conduct.

Ultimately, to be a corporate citizen means that you and your brand are not a separate entity from the whole. Instead, you are your consumer’s neighbour and friend who will look after their needs when nobody else wants to.

Digital Marketing South Africa – Digital Marketing Agency Cape Town

Strategic brand management is a multifaceted and ongoing process which allows you to speak directly to the target consumer so that you can differentiate yourself from your competitors.

There are several far reaching benefits that brand management can offer your business. However, understanding consumer behaviours, marketing strategies and industry trends is a key element of creating a brand that is known, trusted and remembered.

For more information about our digital services and how we can help you improve your brand’s image, contact us and speak to one of our experts.

How Big Should Your Digital Marketing Budget Be?

How Big Should Your Digital Marketing Budget Be?

Whether you’ve just started your small business, or you’ve recently taken over your family enterprise, you are likely wondering how big your digital marketing budget should be.

The fact of the matter is that marketing has been around since the dawn of business and has taken many forms in order to adapt to its own evolutionary process.

What we mean by that is, before the age of printing flyers, newspapers and magazines, people were standing outside their business literally shouting out their promotions to innocent passers-by.

Since then, we have had televisions blurting out super salesy adverts while we wait for the 8 o’clock movie to start and giant billboards along the highway with some catchy phrase designed to grab our attention.

Online Marketing

Today, without even needing to walk out our front door, we have the entire world at our fingertips. This is true in many ways, but especially true when it comes to marketing.

By now, anyone who is the slightest bit techno-savvy knows that digital marketing should be a fundamental part of any business strategy because it has the ability to reach thousands of people all over the world.

However, the question we are answering today is not “do you need digital marketing?” but rather “how big should your digital marketing be?”.

Your Unique Budget

As a business owner who is competing in a potentially saturated market, you might secretly be wondering “how much do companies spend on marketing?”.

We are going to stop you right there and tell you that trying to keep up with the Jones’ may not be the best way to go about this.

Many business owners think that the more money you throw at something, the more effective it will be in producing results, or that results will be instant and long-lasting.

In some cases, this may be true. However, with digital marketing, a “slow and steady wins the race” approach is often the way to go.

How to Prepare a Marketing Budget

We’re not going to get into the nitty-gritty of what it takes to develop an effective digital marketing strategy. We just want to highlight the correlation between the strategy and your budget.

In order to determine your digital marketing budget, you first need to establish a marketing strategy.

This requires you to first and foremost, figure out what your business goals are. Do you want to create brand awareness? Do you want improve lead generation? Whatever your goal is, it needs to be clear and concise.

Marketing Budget Breakdown

Once your goals are set out, you can start looking at how you want to allocate your digital marketing budget.

There are various areas of digital marketing which all require some budget allocation:

  • Branding – build and strengthen your online brand presence
  • Content Marketing – create useful, relevant and compelling content for your users
  • Paid Advertising – depending on where your audience spends their time, Google Adwords and Social ads
  • SEO – make sure Google is so impressed with your website that it places you at the top of the search results
  • Social Media Marketing – social media presence helps increase organic interactions which can lead to more traffic to your website
  • Email Marketing – newsletters and consistent email marketing can encourage more leads to move successfully through your sales pipeline

Bear in mind that these areas are part and parcel of an effective digital marketing strategy; we don’t recommend paying attention to only one or two.

Instead, look at them as a single unit that, when used together and correctly, will inevitably bring you results.

Digital Marketing South Africa

Regardless of the size of your digital marketing budget, our team of digital wizards can still produce great results. In fact, effective marketing does not happen overnight, even with an unlimited budget.

Conversely, a smaller budget does not mean that our efforts will be less effective, it may just take a little longer to reach the top.

The bottom line is that digital marketing should be an integral part of your overall business strategy, no matter what your budget is.

So, don’t be shy, contact us, tell us what your budget is and let us develop a specially designed, holistic marketing strategy for you.

The Digital Marketing Process is Not a Microwave – It’s a Work in Progress

The Digital Marketing Process is Not a Microwave – It’s a Work in Progress

The online/digital marketing process is one that requires effort, consistency, ongoing analysis and technical know-how.

And when implemented correctly, it can help any business owner reach the goals they have set out for their business.

However, the question is not always “does it work?” but rather “will I see immediate results?”.

The answer is pretty simple and disturbingly straight forward: Unfortunately, not.

Everyone wants to see immediate results from their digital marketing and understandably so, but this is a process that simply cannot be rushed.

Sure, there are ways to achieve temporary results such as Google Ads, buying likes and followers, content automation, link manipulation or other bad-guy SEO (search engine optimisation) tactics.

However, if your aim is to achieve significant and long-lasting results for your business, then you must understand that digital marketing simply isn’t an overnight job.

 

Digital marketing process

How long does it take for digital marketing to work?

 

Understanding the digital marketing process in detail will help you understand why it may take several months to see results. It will also help you understand why it’s more than worth the wait.

Firstly, to put things into perspective, if your business already has an established following of 20,000 people as well as an existing social media strategy, then the chances of seeing almost-instant results are relatively high.

However, launching a new business, one unknown to the market with several recognised competitors, will require more time before seeing any results.

Bottom line is – The length of time it takes to see results from digital marketing depends largely on where you start, what your competitors are doing, your budget and your focus areas.

 

Where do you start?

 

Well, your online marketing should start with a great website design. One that’s mobile responsive and ready for any device. Additionally, website speed, user-friendliness and content precision are vital to any successful website and must be taken into consideration throughout the website design process.

 

Search Engine Optimisation (SEO)

 

Once your website contains the above criteria – the next step is to start with SEO.

Search engine optimisation should be the very next step in your digital marketing strategy. BUT – SEO must be executed strategically.

SEO is the process of making your website the most relevant to search queries used to find businesses like yours.

Essentially search engines i.e. Google need to make sure the websites they present to their users in search results are a.) as relevant as possible to the search result and b.) provide comprehensive information that improves the lives of their users rather than wastes their time by providing inaccurate information or no information at all.

Now considering the fact that there is an unfathomable number of online searches performed every single minute of the day – it has become extremely important to be at the top of every search result relevant to your business.

  • Not being at the top of search engine results will end up in your website losing a serious amount of traffic.

Appearing at the top of the search engine and attracting the right type of traffic ultimately results to an increase in conversion rates – which is the aim of the digital marketing game.

Focusing on SEO means that you are focusing on providing search engines with clear indications on what, who, how and why your website deserves to be at the top of their results.

 

Content marketing aka inbound marketing or am I just “blogging”

 

The next step is content marketing otherwise known as inbound marketing.

Inbound marketing uses search engine optimisation, content marketing and social media marketing, to attract prospects while highlighting a service or product.

The special thing about inbound marketing is that it’s equally relevant and effective for businesses with small or large followings as well as start-up or well-established businesses.

Unlike the blogging craze that started up a few years ago, content marketing has a specific purpose.

Instead of blogging about difficult social interactions at your weekly yoga class, preferred coffee temperatures and why zoodles work well with cashew nut cheese sauce – content marketing aims, or it “should” aim to create and speak to business’ narrative.

Writing a blog each month is easy enough – but there are several aspects that need to be considered and effectively incorporated before “blogging” becomes lucrative.

Business relevancy, trending topics and how your clients go about finding the information you’re presenting must be at the forefront of your content marketing strategy.

Additionally, your content marketing plan must adopt your SEO strategy. Again, SEO works towards making your website the shiniest diamond of the lot and indicates to search engines that your website is the best match for a search query.

 

Are your competitors using digital marketing?

 

We often have clients whose competitors have been around for years and their position on the search engine appears to be practically cemented.

Yes, this is a problem, but instead of fixating on how your competitors are ranking above you – you need to focus on how to dislodge them.

Although search engines aren’t entirely predictable – there is a certain equation to working your way up their search engine results.

Of course, it will be much harder to outrank your competitors who already have a sturdy and established online presence – but it’s not impossible.

Competitor analysis requires looking at their SEO strategy, assessing their content and social approach and where applicable, evaluating their Google Ads plan.

Digital marketing process

It may be that your competitor has an inferior product/service to yours, and we know it hurts to see them raking in the clients and cash, but if their marketing campaign is holistic and effective – you will need to take their efforts and ensure yours are even better.

If you have a top-shelf product or service, you can find new audiences, foster their trust and convert them into paying customers who are likely to keep coming back.

 

Budget – How big is yours?

 

Big companies have big marketing budgets – and are likely to provide quicker results than that of the average SME business’ budget.

Now this isn’t to say that a tight budget won’t produce results – it may just take a more time.

A more generous budget means more time can be spent on digital marketing efforts, and more input generally means more output and quicker results.

No – your competitors don’t necessarily have the upper hand – but you will have to make sure whoever you pick for the job has the right modus operandi going forward.

There are thousands of digital marketing agencies in Cape Town for example, with only a select few following the right steps.

Most demand a retainer with no transparency on what or how your money is spent. Unlike companies with unlimited budgets who may not necessarily ask questions – if your budget is tight, you need to see a breakdown of services and you need to see reporting on what has been done and what the effects were.

 

What do you focus on first?

 

A singular approach is not going to cut it. For example, you cannot depend solely on one type of service such as a pay-per-click campaign without making sure it aligns with your website’s SEO.

The world of digital marketing is constantly evolving. It’s therefore imperative that you adopt a holistic strategy which is expansive and comprehensive.

It’s at this point that it becomes clear that digital marketing is an ongoing, long-term commitment which requires constant nurturing and a company that addresses all its aspects rather just one or two.

 

How to choose a digital marketing agency

 

The important thing to remember when hiring a digital marketing agency, is that digital marketing is not simple, or an easy one-size fits all task.

With that said, gone are the days where you had to travel around to different companies to have your company’s different needs and wants met. Most online marketing companies should offer an all-inclusive package.

Assessing the services of an online marketing company and how much they can offer you in terms of output is important.

Steer clear from digital marketing “experts” who tell you that it’s a quick and easy method to increase your lead generation or sales. These people are likely employing black-hat SEO tactics that will result in Google penalising your website. Buying followers, likes and reads is also not a worthwhile method – your followers should become brand ambassadors for your business, and it doesn’t help having 10 000 followers living in Nepal if your company and its services are only offered in Cape Town.

Going organic doesn’t only apply to how you pick your veggies, but also how you build your following and in turn client base.

 

Digital Marketing South Africa – Digital Marketing Agency Cape Town

 

In order to see genuine results, you need to stick with a digital marketing strategy for a minimum of 6 months to a year.

However, if you are not correcting every aspect of your website from back-links to user experience, providing high quality content or posting frequently, it may take much longer.

The process of digital marketing entails measuring goals that have been set and when achieved, new goals are set, and a new strategy devised to work towards them.

It also involves identifying when things don’t work and a devising new plan.

Our digital marketing agency in Cape Town aren’t afraid of a challenge and love working with clients from all spheres of business.

We’ll get to know you, your business and what your goals are. We provide monthly reports, a breakdown of services and true love – haha.

Transparency and communication are key, and we hold the relationships we have with our clients very closely.

We’ve grown our business from a copywrite service to a full-scale online marketing company – successfully serving website design from our brother company ITM Website Design Cape Town and SEO, content marketing, social media marketing as well as pay per click advertising.

Contact us for a free SEO audit and let’s chat – we’re happy to answer any questions you may have about our website design and the digital marketing process we follow.

Digital Marketers: The Mystery Unveiled

Digital Marketers: The Mystery Unveiled

I’m sure by now you’ve found figuratively tons of online information regarding digital marketing.

So, now we hope to answer some of the questions you might have about the people who perform your business’ digital marketing: specialist digital marketers. What does a digital marketer do? What should you expect of the services you receive from your digital marketing agency? Are there different types of digital marketers and what is their role in your digital marketing strategy?

The greatest digital marketers will have a clear outline of how each digital marketing campaign supports their overall marketing goals. The size of the campaign is determined by marketing strategy goals as well as the organic (free) and paid channels at their disposal. They are responsible for building awareness for the business; providing research for prospective customers as well as driving those prospects to conversions.

Digital Marketing Specialists

Digital marketing specialists are those who drive brand awareness and lead generation via all digital channels for a business. These marketing methods can be organic (free) or paid and are used through channels such as:

  • Your business website
  • Social media
  • Search engine rankings
  • Display advertising
  • Blog engines and
  • Email

A digital marketer will focus on various key performance indicators (KPI) for each and every channel in order to accurately measure the business’ online performance. KPIs are measures which are used to assess the success of a digital marketing strategy (commonly measured in conversions).

Digital marketing is an umbrella term that holds all roles of online marketing under it. Just as in traditional marketing, digital marketing is a job that requires many different skills.

In small companies, one person may be able to handle many of the digital marketing tools for a time. However, as the business grows, the responsibilities that come with each role is multiplied, and may require the focus of many specialists. To find all of the necessary skills in one individual is rare, therefore effective digital marketing requires the formation of teams. The rest of this post will focus on the members of this digital marketing team.

SEO Manager / Specialist

Ensuring that a business’ website can be found by the target audience is no easy feat. The role of an SEO specialist is to help the business achieve an acceptable rank on Google and to measure a website’s “organic” traffic.

Traffic generated organically (with free marketing methods) refers to traffic that comes from website visitors who found your business’ page through a Google search.

An SEO specialist uses a variety of approaches in order to optimize your business’ website; this would include collaborating with other specialists to achieve marketing goals. For example: coordinate with content creators to ensure only the highest quality content is produced and performs well on Google.

Main Key Performance Indicators (KPI/s):

  • Organic traffic

Content Marketing Specialist

These are the digital content creators. Digital content marketers are in charge of coming up with a content strategy and keep constant track of the business’ blog-calendar (when to release new blog content).

Content includes static pages; landing pages; blog articles; newsletter; emails and videos. Content marketers often collaborate with other departments to ensure products and campaigns are supported with promotional content on each digital channel.

Main KPIs:

  • Dwell time on page
  • YouTube channel subscribers
  • Overall blog engine traffic

Social Media Manager

Social media manager is a self-explanatory term; however, the industry the business is involved in determines the social networks they manage. These specialists establish a posting schedule for all the written and visual content for a business.

Collaboration with content marketing specialists is common when developing a strategy for which content to post on which social media network.

Main KPIs:

  • Shares
  • Impressions – number of times a business’ post appears on the newsfeed of a user.
  • Follows

Marketing Automation Coordinator

A marketing automation coordinator assists in the choosing and managing marketing automation software. This software allows the entire marketing team to decipher and understand the customers’ behaviours and to measure the growth of the business.

Many of the marketing operations discussed above may be executed separately from one another; however it is vital that there is someone who is able to group these digital activities into individual campaigns in order to track each campaigns performance.

Main KPIs:

  • Campaign click-through rate
  • Lead Generation (conversion) rate
  • Email open rate

Our role as your digital marketing agency includes many roles and responsibilities.

For example, a collaboration between digital marketing specialists may involve:

  • A content marketer creating a series of blog articles in order to generate leads for a new product.
  • The social media marketer would help promote the blog articles through organic and paid advertising on the business’ social media accounts.
  • An email marketer creates an email campaign to send to those individuals who would be interested in the product or more information about the business.

Digital Marketing South Africa

The world of digital and social media marketing is complex and diverse. Furthermore, if you are not using your digital marketing as a tool to market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

You do not need to have your own team of digital marketing specialists, ITM can easily fulfil that role for you. But if you have internal resources we can strengthen your team and add much needed expertise in key strategic areas.

We handle all aspects of online marketing, including:

Feel free to contact us for more information about our online marketing services.

WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilizes the superior professional web design services of ITM Website Design.

Will Digital Marketing Work for YOUR Business?

Will Digital Marketing Work for YOUR Business?

I know what you might be thinking: “What can a digital marketing strategy do for my business?” or “Will a digital marketing strategy even work for my type of business?”

Want the short answer? Yes. Is digital marketing important to your business? Absolutely.

Digital marketing offers your business worlds of opportunity, or at the very least, the opportunity to sell to the entire world.

How does a Digital Marketing Strategy help your business?

Whether you own a large company or a small business, digital (online) marketing has the ability to work for any business within any industry. Irrespective of what your business sells, digital marketing includes:

  • Building buyer personas in order to identify your target market’s needs and
  • Creating valuable, high quality content for your online audiences.

Find your ideal target audience from literally anywhere in the world, or focus purely on local business opportunities, the choice is yours. You need only an effective digital marketing plan. However, the same digital marketing strategy won’t work for every business, so it’s critical to come up with an online marketing strategy to suit your company.

This is where things get a little complicated. Luckily we can explain a few concepts to start you off.

What are the different types of Digital Marketing Strategies?

Business to business (B2B) Digital Marketing

Business to business (B2B) digital marketing is focused on online lead generation; getting customers to communicate with salespersons and creating conversions. Therefore the role of an online marketing strategy is to attract and connect high quality leads from your website (and supporting digital channels) to salespersons to create conversions.

A B2B digital marketing strategy would focus efforts on business-oriented channels such as LinkedIn, where your target audience is likely to spend time.

Business to Customer (B2C) Digital Marketing

Businesses to customer (B2C) companies have goals which align with digital marketing efforts to attract audiences to your website and have them convert to customers – without needing to speak to a sales representative. These customers do the research themselves, as they are purchasing for private use, and not on behalf of a company.

Focus less on traditional leads; and more on creating an accelerated and efficient buyer’s journey: from the moment a potential customer lands on your website, to the moment they make a purchase. This involves using strong CTAs (call to actions) and placing your product features higher up in your content (therefore higher up in the marketing funnel) compared to B2B companies.

B2C companies can make use of channels such as Pinterest; Instagram and even Facebook to reach online audiences.

The Benefits of Digital Marketing:

It’s difficult to gauge the effectiveness of television or newspaper Ads as there is no way to know how many people have flipped to that channel or page. After that, how many people were actually paying attention to the Ad? There is no way to discover whether the Ad was responsible for any sales at all.

Traditional marketing efforts offer no way to accurately review the results of your marketing efforts.

Digital marketing offers you the chance to review every part of your strategy; allowing you to discover which parts of your digital marketing strategy are effective and which are not, in real-time. This allows you to track and measure your ROI (return on investment) regarding any aspect of your digital marketing strategy.

A few more examples of the benefits of digital marketing include:

Website traffic

Digital marketing and digital analytic software allow you to view and track:

  • The exact number of people who have viewed your website;
  • How many pages on your website were visited by your audience;
  • The average dwell time (how long a person spends on each page);
  • Where they came from (Google search or another website); even
  • What device they used and other useful data about their user experience.

This data is incredibly useful; it helps you to prioritize which marketing channels are effective for your business and its purposes. You can determine how much time and resources you are willing to spend on each channel based on the number of people those channels drive to your website.

Digital marketing allows you to identify your target market’s behavioural patterns and trends in the market. The patterns in behaviour are identified before they have reached the final stage in the buyer-journey; therefore you can make informed decisions about how to attract the ideal target market to your website at the beginning of the marketing funnel.

Content performance and lead generation

Any piece of digital content can be measured in terms of content performance and lead generation. Take for example an online brochure on your website; you can measure exactly how many people engage with the content while generating qualified leads. This is possible by measuring exactly how many people have viewed the page and collecting the contact details of those who view or download the brochure.

Attribution modelling

Attribution modelling is a process which allows you to identify the trends in the way people research and the manner in which they buy products.

Effective marketing strategies in addition to the right tools and software will allow you to trace all you sales- right back to the first digital touch-point between your customer and your business.  This assists you in making informed decisions when it comes to which parts of your marketing strategy deserve more time, attention and resources and which parts need refining.  Improve your customer journey by applying digital marketing technologies to the buying cycle.

Digital Marketing South Africa

The world of digital and social media marketing is incredibly dynamic and complex. However, digital marketing is a vital tool to market your business online that offers countless opportunities and incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. We have a team of digital and social media marketing wizards ready and equipped with all the tools necessary to help you grow your business online.

We handle all aspects of online marketing, including:

  • Native Advertising,
  • Content Creation,
  • Content Strategy,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

ITM – WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your digital marketing efforts by including elements such as a blog engine and Social Media marketing.

Digital Marketing South Africa utilises the professional and superior web design services of ITM Website Design.

What Types of Digital Content will Benefit your Business?

What Types of Digital Content will Benefit your Business?

Content is a vital part of your digital marketing strategy. I’m sure you’ve heard that one before, but just take a second to really think about it.

If a business has no online content, in theory, it means that it has almost nothing on the website and therefore, there is nothing to optimize.

Without content you have no way to get your business’ message across.

Digital Content – The Good and the Bad

Bad online content can be even more disastrous. Online content is your business’ online sales representative: sometimes it’s the first point of contact between a business and a potential client.

Having high quality content shows customers that your business is strong; intelligent and high quality too. Having presentable content (equipped with great grammar; sentence structure; title hierarchy and logical paragraphs) is like having a sales person with a strong hand-shake, brilliant smile and a charming demeanor selling your products and services.

Conversely, bad content is similar to having an undesirable, rude and dirty person trying to sell your product – it’s off-putting.

Therefore, it makes sense that the type of online content you create should be determined by your online audience’s needs wherever they are in their buyer journey. Yes, this means that different stages of the buyer’s journey require different types of digital content.

Start by creating multiple buyer personas in order to identify your audience’s goals and what the challenges are regarding marketing your business to them. On the most basic level, your content should meet these goals and overcome these challenges.

What types of digital content should you create?

This is determined by where the consumer is in their buyer’s journey. Think about when they would be most likely to consume digital content in relation to their position; this is called online content mapping.

Content Mapping

Content mapping is about targeting your digital content to hit your audience at just the right moment. To encourage the audience to engage with your content by giving them the information they need when they need it.

Therefore, the goal is to target digital content according to:

  • The characteristics of the consumer (the reason for creating buyer personas) and
  • How close the consumer is to making a purchase (the position in their buyer’s journey).

Different types of Digital Content for different audiences

It’s beneficial to keep in mind that different audiences may appreciate different formats of content. This depends on both the type of business your company conducts – whether B2B or B2C – as well as the consumer’s position in their buyer journey.

Business to Business (B2B) content

Business to business content tends to be longer and more detailed, with examples such as: research reports; e-books; case studies and testimonials.

This is a result of the nature of products that companies buy, which are usually long-term and high-expense.  The content has the task of convincing more than one person as businesses will have multiple people reviewing the appropriateness of any purchase, unlike B2C business.

Business to Customer (B2C) content

Business to customer content tends to be shorter and extremely informative, for this reason content such as infographics, blog posts and short videos.

This is a result of business to customer sales usually being directed at individuals and therefore, there is only one person to convince. The average individual prefers short, impactful content that holds the key points of information they are looking for; rather than long-winded, “salesy” essays about product and service offerings.

There are many variations when it comes to formatting digital content. With so many formats to try, things can get a little confusing, so here are a few examples of digital content formats to use for each stage of the buyer’s journey:

  • Awareness Stage

    • Blog Posts
    • Infographics
    • Short videos
  • Consideration Stage

    • EBooks
    • Research reports
    • Webinars
  • Decision Stage

    • Case studies
    • Testimonials

Digital Marketing South Africa

The world of digital and social media marketing is incredibly dynamic and complex. However, content strategy and digital marketing are vital tools to market your business which offer countless opportunities and incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. We have a team of digital and social media marketing wizards ready and equipped with all the tools necessary to help you grow your business online.

We handle all aspects of online marketing, including:

  • Content Strategy,
  • Content Creation,
  • Native Advertising,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

ITM – Website Design Cape Town

It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilises the professional web design services of ITM Website Design.