New Digital Marketing Case Study — Know More, Make More, Share More
Most business websites and marketing campaigns are nothing more than fancy brochures.They might be pretty ... but they don’t sell.
Here’s how we fix that.Watch the full case study
Through continuous consultation and highly professional advice, Stephen provided us with a digital marketing campaign that met all our objectives. The resulting solution more than exceeded our expectations and we will be delighted to strengthen our working relationship with Stephen for the future.Lindsay Soulsby. Director. Courture
Now, here’s something you should know about human nature: When your clients are knee-deep in the muddy trenches of the research phase of a potential purchase (your purchase) ...
THEY NEVER buy the first thing that looks great, sounds great and might well be the greatest thing since sliced bread.
Because, like you, they're knee-deep in the muddy trenches of the research phase.
The research pad is open.
The itchy keyword trigger finger is itchy as hell.
And, well, that coffee is still piping hot.
Only when that damn fine cup of coffee is stone cold will they know that the research phase is done.
You’ve done this.
They've done this.
I’ve done this.
We all do this.
And we all will again and again, ad infinitum…
And even if we do happen to draw the irrationally obstinate conclusion that the first thing we chanced upon really was the best option in town, we only feel like we’ve done our research when we really feel like no one on earth could possibly have exhausted all the choices available better than us.
Now, knowing that — tell me this:
Does it make financial sense to spend a fortune being No.1 in Google?
Sure, if your clients searching for you — by definition, NOT in research mode — it’s useful to be found easily.
But research mode implies newbie status.
And newbies want to look at a lot of options in a lot of places before they feel they’ve done their homework.
Which is why a much smarter strategy is not to go all out over the number 1 spot.
Being the mid-tier contender EVERYWHERE they look is much more cost-effective than hitting Google's No.1.
And that’s because despite all the research we do, we rarely make the final decision on the first result.
As a newbie looking to part with our cash, there is a crucial and crucially emotional and instinctive element in our research that after weighing up all the features benefits and costs still needs to be filled:
Trust is something that only ‘repetitive visibility’ in all the right areas fills nicely.
And that’s how my digital marketing system works.Book A Call
Targeting users with content relevant to their position along the buying process yields 72% higher conversion rates.Source: Aberdeen
The number one thing your client wants in making a purchase is to make sure they’re making the right purchase decision.
And that all begins with one word.
You have to be careful assuming that others see the world the way that you do.
The closer we plan to get into the mind of your ideal client, the greater the desire they’ll have to do business with you.
So to start any project we need to first profile their core identity and really dial in to their desired outcome.
Using a variety of techniques we’ll uncover the problems, the challenges, what inspires them, persuades them, and ultimately what will magnetically pull them towards your business.
This is a fancy way of saying “we' ll figure out exactly what to say so people like you and want to buy from you.”
This research is the process of distilling data into knowledge, knowledge into principles, and principles into actionable wisdom.
The trick is knowing which content your ideal clients are actively - and positively - engaging with and then figuring out the most cost effective route to reach them.
Once you get a bead on these insights, you can then adjust your tactics to enhance your presence in ALL those target-rich areas.
96% of visitors who come to your website aren’t ready to buy (yet).Source: Marketo
Let first ask you a question ...
How many first time visitors to an ‘average’ website go on to buy something?
Just over half?
One in three?
How about just 2%.
That’s the average number of potential clients who visit your website or see your shiny happy new social media post and actually do something about it: share it, click on it, buy from it, follow or return to it again and again...
All those long nights fiddling and refining the content.
Publishing all those photos on social media.
That SEO guy that finally got you on first page on Google. (Well almost.)
Yet after all that time, money and effort.
Still only 2 in every 100 newbies sailing by actually drop anchor long enough to hand over their cash.
Of course, deep down you know it was never gonna be as easy as all that.
Maybe they’re not at the right point yet in the buying cycle or they simply got distracted.
So what did you do wrong?
You just missed out a piece of the marketing puzzle.
Just over half of us will buy something we’ve been reviewing over an 18 month period.
They might have an issue, but right now it’s highly likely not to be pressing.
Which is why there’s an yee old’ie saying in marketing, “The fortune is in the follow up.”
And you’ve got 2 options:
- You can wait and hope they remember your brand and accept a 2% hit rate.
- Or you can start Advertising to the 98% in a way that educates them on the benefits of solving their problem — simultaneously trusting your ‘educational’ brand to be the one to do it.
In short: catch their eye with value.
Not in a cloying, superficial and superfluous way, but in a valuable, informative, helpful way.
Do that, you’ll still bag and tag the 2%, but you’ll also begin to wean the 98% into action much, much faster than ever before.
73% of consumers report feeling frustrated when your content (landing pages, ads, promotions, etc.) that has nothing to do with them.Source: Marketing Blender
Most business owners create Ads that flop ...
Which is why a lot of people give it a shot and then think:
“This is not working for me!” or “I don’t need paid advertising.”
And of course, you don’t actually need to invest in paid advertising.
But it’s like playing defense.
You're focusing on how much money you can SAVE instead of how much money you can MAKE.
So I’ll put it another way ...
If you wanted to lose weight fast, then you’d probably NEED TO INVEST in joining a gym.
And if you wanted improve your performance and reduce your chance of injury, then you’d probably NEED TO INVEST in a personal trainer.
I think you can see where I’m going here but same goes for advertising your business.
That is fast growth.
And it’s only possible when you are able to use paid advertising to grow with profitability.
The trick is hiring a specialist to advertise your business at a profit.
So if you’re not finding new leads, you’re either building a service nobody needs or you’re looking in the wrong place.
And platforms like Facebook, Youtube and Instagram is a great advertising platform to use when targeting clients.
If you know who your targets are, the brands they trust, their interests and passions or where they’re hanging out, you’re already halfway there.
Better yet, you can retarget your most engaged prospects with different Ads over time and show up everywhere they go.
That way, they constantly see what you have to offer.
So when it comes time for them to buy, they know who to contact when they’re good and ready.
Free gift (for a limited time): Identify missed opportunities
Stop guessing where your prospects struggle. Track the path your prospective clients take and build reports to examine behaviour throughout your website customer journey. Watch TV style video clips to uncover what works — and what doesn't.
The TV style tracking setup is free for a limited time. (Value £195.) Check for availability on the call.
Stephen has helped us for the last five years and has been responsible for transforming our web based sales. His knowledge of digital marketing has proved invaluable.Jon Blakeney, Group Managing Director | I-AM London
Get My OfferI LOVE your website and how you create! The fonts, the colours, the white (sand) space, your copy, your images. The entire package! And the philosophy. Seriously, you should be head of design for the entire world wide web :)Ostii Ananda, Director | Flowji
The secret 3-step digital marketing formula for getting potential clients on sales calls, who are already sold on you and your message.
What do I need to get started?
- Step 1 — Request an invite to watch our ‘free’ case study to get the ‘really big picture’.
- Step 2 — Read the digital marketing eBook.
- Step 3 — Prepare for lots of "Aha!" moments ...
And that first "Aha!" moment starts here …Watch the case study
My backstory & why I'm different ...