Digital marketing in Brisbane presents a unique challenge.
The city is big enough to offer a decent opportunity for growth but small enough that the pool of potential customers that matches your buyer personas is fairly finite.
This challenge is even greater for those businesses that offer a location-based service, like those in the trades. If you’re selling a product online, you can sell to pretty much anywhere in the world. Selling a service is vastly different, and involves some pretty distinct and targeted tactics.
If you’re a Brisbane-based business (that’s a tongue twister) looking to get your digital marketing efforts off the ground, you’ll need to know how to do these three things:
- Get traffic to your website through blogging
- Optimise your website for lead generation
- Nurture leads through the buying process
Some Interesting Blog Stats Before We Get Into It
– The average blog post takes 3.5 hours to write.
– Websites that also have a blog are shown to have 434% more indexed pages.
– Blogs have been rated as the 5th most trustworthy source for gathering online information.
Directing Traffic To Your Website
This doesn’t mean standing out on George St waving a big banner with your website URL on it, though that would certainly be a unique way to generate (and distract) traffic.
Directing traffic in the digital world is all about being seen, and being relevant. You can opt for paid tactics such as search marketing and social media campaigns, or, you can increase your traffic organically by regularly publishing high quality, valuable blog posts.
Getting Traffic To Your Blog
It’s not enough to simply throw down a few words every month and hope that people will be interested. No, you need to be a bit more tactful than that.
Remember, you’re trying to generate traffic. Blog posts generate traffic by being the most relevant piece of content that Google finds when someone performs a search.
Here’s how it works. Let’s say a customer is searching for “How to design a kitchen”. Google is going to reference that search term against millions of websites and pull up what it considers to be the most useful pages and present them to the searcher in order of relevance.
To be considered relevant, your blog post needs to include that search term, as well as several variations of it.
Google will also take note of things like how long viewers stay on your page for, and whether they click through to other content on your website. Both of these are indicators that your blog post was relevant to their search. If instead, they quickly click out and try another post, the assumption is that your article didn’t answer their question very well.
Making the Most Of your Blogging Efforts
When seeking to generate traffic to your website through blog posts, the first step is to perform some solid keyword research. This is the process of using a number of tools such as Google’s Keyword Planner and Ubersuggest to find out what people are actually searching for.
You start by plugging in a few keywords that are relevant to your business, and the tools will come back with related keywords, as well as letting you know the average monthly search volume, and how difficult it is to rank for those keywords.
Higher search volumes mean more opportunity for traffic, but they’re also usually more difficult to rank for.
For example, “digital marketing” has 8100 monthly visitors, whereas “digital marketing Brisbane” has closer to 700. However, competition is much lower for the Brisbane-specific key search phrase, which makes it easier to rank for. You can use this to your advantage by writing locally-focused blog content.
Once you’ve determined the key search phrases you’re going to target, it’s time to start writing your blogs.
Make sure to include the key search phrases as well as any relevant variations, and try to make it as valuable as possible. The aim is to give the reader some actionable insights that they can take away and apply in real life. If you can do this, your reader will love you, and you’ll be well on your way to generating more traffic from this post. Make sure to post on a regular basis too (once a week is a good spot to aim for) to keep your freshness factor high.
Some More Blog Stats – Just In Case You Need More Convincing 😉
– Having a hyphen or colon in the headline increased click-through rates by 9%.
– Making your headline 6-8 words can increase your Click Through Rate (CTR) by 21%.
– 95.9% of bloggers promote their blog posts via social media.
Optimising Your Website For Lead Generation
Now that you have regular traffic to your site, it’s time to optimise your web pages to turn that traffic into leads.
There are a tonne of ways to do this, in fact, website optimisation is a whole branch of digital marketing in itself. For now, you’ll just need to focus on these three facets:
- Quality Content
- CTAs, and
A surefire way to lose a potential lead is if your website content is poorly written. Think about the last time you jumped on a website looking to make a purchase. How much time did you spend reading through that site?
Chances are, you quickly skimmed over it, and if it wasn’t immediately engaging, you left. Website content needs to be highly optimised not only for key search terms, but for your intended audience. It needs to speak directly to their challenges and needs, show the reader just how deeply you understand their issue, and that you know how to solve it!
The visual design of each webpage plays a huge part in this too. Consider putting some time into a website revival to really boost your lead generation capabilities.
CTA stands for call-to-action, and is a tactic that needs to be embedded in everything you do. It’s an image or a short line of copy that directs your audience towards a specific action, such as signing up for your email newsletter, or getting in touch for a quote.
CTAs are important for lead generation. If you don’t tell your Brisbane audience what to do next, they likely won’t do it. There needs to be at least one quality CTA on every page of your website. It might be a simple “buy now” button, a “get in touch” link or “Download your FREE eBook” form. The point is, you’re creating an opportunity for your prospects to either buy from you now, or hand over their details with the aim of buying from you later.
Here are some other examples:
- Sign-up for free
- Contact us
- Book now
- Get started
- View our gallery
- Send me the coupon
Pop-ups can be a brilliant way to secure some leads though. A common type of pop-up is called the exit-intent pop-up. These cunning little guys track the readers cursor movements, and as they move the mouse up to exit the window it triggers the pop-up window. The content within this window is up to you, though it’s generally advisable to offer something in exchange for their details, such as a discount voucher or free guide of some sort.
How To Nurture Your Leads
It’s important to realise that just because a prospect has handed over their contact information, it doesn’t necessarily mean they are ready to buy right away. It’s all about intent, and you need to understand the customer buy cycle.
Typically, buyers go through a three-stage process before making a purchase:
- Awareness // they’ve recently become aware that they have a challenge and start researching
- Consideration // research is complete and they weigh up their options. e.g. do nothing vs buy from you vs but from someone else
- Decision // after careful consideration, they’ve narrowed it down and are ready to make a purchase
Running a successful digital marketing campaign in Brisbane means understanding where your customers are upto in that buying cycle. If they’ve signed up for your email newsletter off the back of a blog post, then they may still be in the Awareness stage requiring a little nurturing.
Lead nurturing is the process of guiding prospects through that buying process. Email marketing can be an effective tool offering you the ability to send out targeted content that’s relevant to the stage they are at.
To begin with, you’ll send Awareness Stage content like blog posts, checklists, and eBooks. Tracking the prospect’s engagement is important, as it will give you clues as to when they are moving into the next stage.
Consideration Stage content may look like completed projects and case studies, or perhaps you might invite them to a webinar or event you’re hosting. If they’ve engaged with a few pieces of content in Stage 2, it means they are interested in learning more and it’s time to move them into the Decision Stage.
This might include a free trial or a demo, a discount or even a free quote. It ultimately depends on the industry you’re in, and the type of offer that’s most likely to convert that buyer.
Brisbane-Based Digital Marketing – Key Takeaways
To see real success and growth from your digital marketing campaigns, you need to nail three areas:
- A Lead Generating Website
- Lead Nurturing Strategy
Please bear in mind though that these are strategies that need to flow simultaneously, and are always able to be improved upon.
For example, growing your website traffic is fantastic, but if your site isn’t optimised for lead generation then it’s only going to get you so far. Same goes for capturing leads without a strong lead nurturing strategy.
So, rather than focusing on one area at a time, consider working on each bit by bit, constantly tweaking and improving. Having trouble getting your digital marketing running at full capacity? Give us a call.
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