Get To Know Your Customers Day

Get To Know Your Customers Day

Life is busy for business owners and one day rolls into the next; so it’s important that we step back and take stock once in a while. We need to re-assess priorities and ensure our ship is continuing to sail in the right direction. It is crucial for business owners to be consistently and constantly aware of changing customer attitudes and appetites – so you’re able to adapt, pivot and continue to meet your clients wants and needs. The purpose of Get To Know Your Customers Day is about doing just this – allowing us to promote business growth and customer understanding.

What is Get To Know Your Customers Day?

Get To Know Your Customers Day is a national day aimed at encouraging businesses to halt their usual work and touch base with their existing (and potential!) customers in order to address any issues, untapped opportunities and/or concerns.

This can feed into business operations, marketing and business growth.

When is Get To Know Your Customers Day?

Get To Know Your Customers Day doesn’t happen just once a year – but instead, every quarter! Usually held on the third Thursday of each quarter, it’s regular enough for businesses to keep on top of rapidly changing markets and attitudes. In 2020, Get To Know Your Customers Day happens on January 16th, April 16th, July 16th and October 15th.

Why it’s Important to Get To Know Your Customers

Customers are people, and their wants and needs change over time with changing circumstances, attitudes and appetites for products and services. Building up a trusting relationship with your existing customers fosters brand loyalty that can ultimately increase their value to you.

They’re also the audience you want to hear from to find out what they want, like or dislike – giving you distinct competitive advantage.

How Knowing Your Customers Can Impact your Marketing

The way in which you communicate to existing and potential customers is key to attracting them to start or continue on a relationship with your business. One of the things that can be gained from getting to know your customers is to find out how they would best like to be communicated with, and to identify the channels they use and prefer for communications.

You can also identify which marketing strategies are really impacting your target audience, and therefore focus on these moving forward.

This allows you to tailor your marketing to best reach your audience where they are.

Knowing Your Customers Will Benefit Your Business

Really knowing your customers will affect every area of your business! Assure those that you’re interacting with that you want their honest, open feedback on EVERYTHING. Consolidate all the information you receive and work out how the results can best be applied to your business operations and strategy as a result.

Pivoting a business’ direction based on changing markets and client requirements is key to business growth and success, and is something that every business should be reviewing at regular intervals.

 

Woya Digital is a digital marketing agency made up of experts in our various fields. We believe in making business growth through digital marketing affordable for all businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth through digital marketing.

 

The Importance of Ranking in Google’s Local Pack

The Importance of Ranking in Google’s Local Pack

‘Googling’ has become a world-renowned verb and for brands, it’s an imperative one – if your business can’t be found on Google, your customers (existing and potential) can’t find you. Your business ranking can be a key factor to success and your marketing strategy should always include SEO (search engine optimisation). In particular for businesses serving local areas or communities, featuring in Google’s Local Pack is important so those searching in a certain geographic location are able to find you quickly and easily.

What is Google’s Local Pack?

Google’s Local Pack (also known as the Google Map Pack or Google Snack Pack) is a selection of chosen search results related to a business search in a certain geographic area. Whenever a query made in Google has local intent (i.e. a search for ‘pizza in Leicester’ or ‘locksmith in Deptford’), the search engine curates results that it thinks most appropriate.

Why does your Google Map ranking matter?

Ranking locally on Google Snack Pack often delivers solid purchase outcomes – according to ThinkWithGoogle, 50% of those who searched for a local store on Google Maps using their smartphone visited one of the given results within 24hrs, and 18% of those searches lead to a purchase within that time period! What’s more, search queries with “near me” in the search text have increased 34x since 2011, with the majority of these searches coming from mobile devices.

Further evidence of the effectiveness of the Map Pack on Google comes from a case study by Moz. They found that 44% of people clicked within Google’s Local Pack results, 29% clicked on the organic listings and 8% chose to load more listings.

Ranking above your competitors means that users searching are more likely to click on your business’ result rather than them!

Google Local SEO

How to Increase Ranking in Google’s Local Pack

In order to rank as high as possible in Google Map Pack, there are several ways you can signal to Google that your business is relevant to the local map results:

  • Make sure you have claimed and optimised your Google My Business listing. Ensure all of the information in Google My Business is as up-to-date and complete as possible (Google MB signals)
  • Ensure that all social media profiles are branded consistently and lead back to the same site (social signals)
  • Your website itself should mention specific local areas that correspond correctly with your business’ listed address (on-page signals), and links to and from reputed local businesses and/or press (link signals) will help, too.
  • Where you can, be sure to claim online listings and directories pages for your business (citation signals – see our Local Citation blog) as these provide a valuable boost.
  • Encourage happy customers to write public reviews (share your Google review link), and respond to every review – this indicates to Google that you have a healthy customer base and that you genuinely care about serving them.

 

Search marketing, SEO or search engine optimisation helps websites to rank well in Google and other search engines. At Woya Digital we are specialists in small business growth through digital marketing, including Local SEO services. We make SEO services affordable for small businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth!

 

Small Business Social Media Marketing Strategy

Small Business Social Media Marketing Strategy

Social media platforms provide a fantastic opportunity for small business growth, however a considered plan is required to really optimise what they have to offer. We’ve put together this blog as a “Where to start” for business owners with their small business social media marketing strategy.

When it comes to social media marketing, the following quote perfectly sums it up: Tactics without strategy is the noise before defeat – Sun Tzu

1. Establish Your Goals

You should know your business goals. Whether you manage your social media marketing yourself or have a marketing partner to manage it for you, you need to establish  realistic goals that you wish to achieve through your social media marketing.

A business generally has one or more of these 6 objectives behind their social media strategy:

  • Drive website traffic
  • Create brand awareness
  • Build audience trust
  • Provide customer support
  • Attract leads
  • Increase sales

Once you know why you are doing what you are doing, you can do it better. Each post you publish will be as a result of one or more of your established goals.

2. Create Audience Persona(s)

Many business owners underestimate the value of audience persons. You should not start a social media marketing campaign without understanding who your targeted audience is.

An ‘audience persona’ or ‘buyer persona’ describes the attributes of your target audience in as much detail as possible.

Understanding the habits and behaviours of your prospects helps you find and create personalised content especially for them. Depending on the nature of your business, you may have to create more than one audience persona.

3. Select the Right Social Media Platforms

As of 2019, 7 social media platforms dominate. Each has hundreds of millions of active users, and its own unique strengths. For example, Facebook has more subscribers than YouTube; however it can’t beat YouTube when it comes to video content marketing.

You shouldn’t limit your business to just one platform, having said this, you don’t need to be active on every social media platform. Use your business goals and audience personas to identify which social media platforms your target audience are on, and also what your capacity is for consistent content creation and distribution.

4. Identify and Study Your Competitors

Studying your competitors will help you identify market trends, establish what is and isn’t working for their audience, and which platforms your competitors are on.

Take out time to thoroughly analyse what your competition is doing. Do not go out to copy what they are doing, but to do it better, and learn from what they are doing.

5. Set Up Your Social Media Accounts

You will need data from all first three steps to implement this step efficiently. While setting up a business profile on a social media platform is not difficult, there are ways to optimise how you do this. It’s worth doing a bit of research.

This step will include having logos properly sized and header images created, and completing text boxes with company information overviews. Much of the information should already be on your website – don’t feel you need to re-invent the wheel!

6. Plan and Schedule Content

Planning and scheduling are two different parts of content marketing.

In planning, you have to determine the content that is relevant to your business and attractive for your target audience. In scheduling, you have to plan which content to publish, and when. You also need to establish how many posts you are going to post each day, to each platform. This again will be determined by your capacity to create relevant content.

Consistency is an essential element of social media posting.

7. See What Works and What Doesn’t

Marketing is a continuous process, and you are guaranteed of constant changes and development. An important part of each social media marketing campaign includes gathering and analysing data and using it to improve upon the next one.

8. Run Social Media Advertisements

After you have succeeded in creating the initial presence of your business on social media channels, include paid advertisements. Organic social media reach has plummeted over the past few years,  so an element of paid advertising is critical

Every platform offers paid promotion, and it should be a part of your social media marketing strategy. However, make sure you first fully understand your market and audience to get maximum return on investment.

There is more to each point highlighted above when structuring your small business social media marketing strategy, however you need to start with understanding the basics, and then work into the detail from here.

 

At Woya Digital we believe in making business growth through digital marketing affordable for all businesses. We do this through our pay monthly marketing packages, with no upfront investment. Find out more about us and how we can support your business growth!

Local Citations to put your Business on the (Google) Map

Local Citations to put your Business on the (Google) Map

Businesses (especially smaller ones) have to do whatever they can to get their name heard, and with the internet providing everyone the opportunity to carve out their own little space online, it can often be difficult to stand out from the crowd.

When targeting customers or potential customers in a specific geographic area, local citations can be key to a business ranking highly on Google maps. A small focus on SEO (Search Engine Optimisation) can boost your profile on Google and help you feature higher than your competitors.

What is a Local Citation

A ‘local citation’ isn’t a Google term, but instead refers to a really basic form of marketing on the internet. It is simply an instance of your business’ NAP (that is: business Name, Address and Phone number) appearing online – be that on your website or on others. This may be in business directories, press articles, advertiser sites or reviews of your firm.

How does a Local Citation benefit a Local Business

Aside from it being a small ad boost, every time someone sees your information; a local citation helps reiterate to Google (and therefore Google Maps) that you are a leader in your area and that you are a genuine business. Google’s algorithms are well developed to identify spam and disingenuous entries and so good, organic reach through local citations is an easy way for it to understand proper local businesses.

What are the Elements of a Local Citation

The three main elements of a local citation are your NAP: business Name, Address and Phone number. The key is to keep them entirely consistent throughout all citations online – any differentiators will break the link between the citation and it relating directly to your business. It may be worth considering therefore if you have a ‘Ltd’ in your name or a space/unusual capitalisation/sub-brands, that you instead revert to one shorter name for your public-facing communications to avoid any confusion.

Other elements that may be included in citations (but aren’t imperative) include e-mail addresses and links to social media profiles. Where you can, keep the names of such profiles consistent and ensure you refer to yourself in the same way across all of your marketing.

Why Local Citations Matter

Local citations are the best way for Google’s automated algorithms to understand who you are and where you are; and that you’re genuine! The internet is full of bots and false entries, and citations are genuine reviews to show you’re not one of them. Citations alone are responsible for about 10% of Google’s decision in who to rank where on Maps, and with 76% of visitors accessing local results and then visiting one of the businesses featured within 24hrs, it’s a no-brainer that it’s an area of your online presence worth investing in!

 

Search marketing, SEO or search engine optimisation helps websites to rank well in Google and other search engines. At Woya Digital we are specialists in small business growth through digital marketing, including Local SEO services. We make SEO services affordable for small businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth!

Why Small Business Content Marketing is Important

Why Small Business Content Marketing is Important

Content marketing is a vital component of creating brand awareness and attracting customers online and off. Small business content marketing, in particularly, is important for growth and visibility.

Check out any successful brand on the internet today and you’ll find a host of different content, pushed out on various platforms, that is designed to delight, attract and connect with their audience.

What is Content Marketing

Content marketing is about creating relevant and useful content for your audience that is consistent with your brand and its place in the market.

Content marketing isn’t just your website blurb, your blog or your social media posts. It includes all forms of marketing content such as video, images, infographics …

Why is it Important

There are a million reasons (and more) why you should have plenty of content to support your marketing. In essence, it is designed to improve engagement with your business and create more sales, nurturing loyal customers who stick with your brand and benefit from its products or services for a long period of time.

Content marketing can also help cement your reputation in the marketplace. For example, if you are providing how-to videos for your customers relating to a particular product, this kind of content creates a connection and dependence that promotes loyalty.

Great content is widely shared. Create the perfect social media or blog post and you can expect your fans and followers to share it with their friends and followers.

Content marketing is also used to improve performance on search engines like Google. It’s more than simple keywords however, and means producing content that is relevant and useful and which people want to link to:

  • Content marketing costs 62% less and delivers three times the leads compared to traditional marketing
  • Marketers are moving away from short form to longer form content with many blog posts 1,000 words or more
  • Buyers are more likely to trust and engage with your business if you create good content, especially if it contains data and analysis

Why You Need a Content Marketing Strategy

The mistake many businesses make is not having a plan for creating and posting their content – it’s all done ad hoc. While you may have an occasional hit with a piece of content, success is largely down to luck.

Having a content marketing strategy in place means that you are more likely to produce strong, long-lasting assets that serve your business long term. If you want to achieve business growth, however, your marketing strategy needs to be fully fleshed out, coherent and relevant.

How To Put Together a Content Marketing Strategy

Great content is vital in all parts of the sales funnel. It is important to understand why you are producing a particular piece of content and what it is designed to do for your business and your customer. This understanding needs to be as specific as possible.

The first step is to define your mission and goals, outlining your target audience, what kind of content you are going to produce for them and what you want it to deliver for them.

For example, let’s say you run a recruitment agency. Your audience may be CEOs and managers. Your mission may be to provide them with content that helps them get their dream job. The result will be that your audience will be better prepared and competitive in the job-hunting market and will choose your agency for support.

You also need to really understand your audience and build specific personas for them. That way you can tailor individual content for specific personas, improving your reach and really connecting with that persona on a more direct level.

A real challenge for many small business owners is being able to plan, create, manage and publish their content, according to their timeline plan, across various different platforms. Content marketing can quickly get messy if you don’t have a joined-up approach and a clear idea of what is happening at any particular time.

Finally, you must be able to measure results. There’s no point in creating content if you don’t know if it is effective or not. This should be an underpinning principle of your entire marketing strategy.

This is What We Do!

If you are looking for support with your content marketing strategy and execution, you’ve found the right blog! Head to our Woya Digital website to find out more about us and then get in touch to discuss with us how we can help you grow your small business with effective content marketing!

 

5 Tips to Boost Your Instagram Visibility

5 Tips to Boost Your Instagram Visibility

When it comes to marketing any small business, social media should be an important part of your strategy. It’s not only a cost effective solution, it has the potential to support you in reaching a massive audience in a small amount of time.

Get your strategy right and you should be able to achieve a strong return on investment, boost your brand visibility online and increase sales.

Instagram is used by about 60% of the top brands in the world. The platforms visual nature allows you to plug into marketing opportunities that have real value in today’s competitive world.

Building a balanced strategy to grow your business takes a lot of planning and work. Part of this means understanding the right way to construct posts and other content like Instagram Stories.

The good news is, like any other social media platform, there are several key ways to boost your Instagram visibility.

Here are our top 5 tips:

1. Optimise Your Name Field

Your Instagram name field is actually separate from your Instagram handle. This means you can optimise the name field with relevant keywords that highlight what your business does. Instagram users search keywords on the platform, so using keywords in your name field means you have more chance of showing up in searches.

2. Optimise your Bio

You have limited words to ensure your bio hits the mark. It pays to put some thought into this and optimise the content. Again, it’s all about showing up in potential searches so use hashtags and relevant keywords.

Don’t be afraid to experiment by changing your bio every so often and measuring how this improves engagement.

3. Add Location Tags

If you want to attract the right people to your posts and Instagram stories, don’t forget location tagging. This doesn’t just have to be where your business is based. It might be where your target audience or customers are hanging out, for example, at a special event such as a festival or exhibition.

4. Use Hashtags

Hashtags are essential to boost your Instagram visibility and the stats prove it. Putting just one hashtag in your post has the potential to increase engagement by 12.6% compared to a post without one. You can add 30 hashtags on one Instagram post and 10 to an Instagram Story. Make use of different relevant hashtags for different posts and research your hashtags to ensure you are making use of the most effective and relevant ones.

It is also a good idea to create your own branded hashtag. You can do this by combining an important keyword and your business name.

5. Follow and Engage

You do not exist in a vacuum on social media and it’s important to engage with and follow other brands and individuals that complement your own. Instagram can predict what type of profiles you might like and show them in the ‘suggest’ and ‘because you follow’ sections. This allows you to be more focused in how you engage on social media and improves the relationships you make when building your following.

 

Digital marketing is a challenge for any small business but understanding what works and what can improve your reach will make a big difference. For affordable digital marketing support for your small business, get in touch with the Woya Digital team.