How to use Digital Marketing

To stand out from the crowd, grow your wellness brand, gain customers and live the good life

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Why did we write
this guide?

After speaking with hundreds of small business owners, wellness start-ups, yoga teachers and health entrepreneurs, we discovered in nearly all cases that what you want from digital marketing is simple: a one stop strategy combining social media, SEO, website optimization and paid advertising that attracts paying customers.

Of course, there’s a lot more you can do around each area, but according to nearly all of our clients, their main priority is a simple, cost effective strategy that delivers results immediately. Our strategy is simple, but powerful and it really works.

As budgets grow it makes sense to increase focus on particular areas that while having a longer payback period, ultimately drive customer acquisition costs down. A great example of this is SEO and brand building through social media.

Note:

We have assumed a basic understanding
of the key areas discussed in this guide. Additional resources are provided at the back for those seeking a deeper understanding of digital marketing.

How can digital marketing
gain you customers?

We have proven that by combining digital marketing activities into one strategy you can multiple their singular effects 10x over.

  • Step 1: We will show you how your potential customers find you online and use the online space to reach a decision about whether to use your services or buy your products.
  • Step 2: We will tell you how to use different marketing activities to become more visible online and positively influence your customer journey.
  • Step 3: We will show you how to combine all of the different marketing activities to create one clear, definitive strategy.

“At least 80% of consumers use the Internet to make their search for information a whole lot easier and convenient”

– Business 2 Community

Your typical
customer journey

Understanding your customer,
where they live online and how they interact with you is a critical
part of any marketing strategy.

While there are 1000’s of industries and business sectors, the way most of our customers reach us is mostly the same and its from our understanding of this customer journey that we have created an effective digital marketing strategy, which we will share with you in this guide. By looking at each phase of the journey, optimizing and combining it with the other phases we can create real and measurable success.

Discovers your website
through SEO, social,
paid search content.

Compares your
offering with your
competitors

Visits your social
media for proof of your
quality.

Returns to your
website.

Fills in a C2A.

Converts to a customer.

The chart indicated shows the following phases:

1.Aside from word of mouth (and congrats if you are getting most of your growth from that channel) 90% of your customers will be, or should be finding you through:

  • Natural search – Google/Bing search results
  • Social – you (and we mean you individually) or your wellness brand mentioned or talked about on social media.
  • Content – your blog posts and content being shared on social media and other health related websites.
  • Paid Search – paid ads on Google or social media

2.

Your customers compare your offering with your competition:

  • Options – They will look at between 3 and 5 different options
  • Options – They will be influenced by the quality of your website, ease of use, speed, content and USP.
  • Comparisons – They will compare prices and features

3.
If your website design, content and technical ease make users feel engaged and comfortable, and your prices and/or features are competitive, customers will typically look for social proof that you are what you say you are. In our opinion, for any business one of the most effective and often overlooked uses of social media is how it proves to potential customers that your goods/services are worth the money. The customer will look for:

  • Online reviews – Are you aware of where your customers are reviewing you online? Are you engaging with negative responses and encouraging happy customers to review you?
  • Positive social media discussions – From your past / current customers. Are you encouraging this activity?
  • Content that proves you know what you are talking about. Are you regularly writing blog posts and contributing as a trustworthy, authoritative source on other industry relevant blogs?
  • Relatability – Customers look at the person/people behind the brand or company to see if they can relate to them on a personal level (this is particularly important in the wellness and health industries).

4.

Customer returns to your website.

  • Top Tip: Your brand name needs to be easily found on Google. Most returning visitors will type your brand name into google. If its not the first result, there will be immediate distrust. Use paid advertising around your brand name until SEO for your brand name comes into effect.

5.

  • Information – You still need to get your customer to fill in a form that gives you the information you need to contact them. Play around with the fields you require, the general rule of thumb is that less is more, but for wellness services you may wish to include a few more personalised questions so that you’re able to create immediate intimacy with your customer. For example, if you’re offering yoga classes: Do they have previous experience with yoga or any injuries you should be aware of? This kind of information will help you to make a more effective sales call and build a sense of trust.
  • Differences – People are different. Some will never give out there phone number so live chat can work well. Some want further information that proves you know what you are talking about so maybe produce a guide like this one. Some want to speak to someone immediately. Is your phone number clearly visible?
Top Tip: Make sure your sales team/you are ready to convert all the leads!

Digital marketing
for SME’s

“To realise the massive potential of digital marketing one must combine all its segments in one strategy. While they can work independently their full value is multiplied x10 when they are made to work together. Much like any ecosphere, they are intrinsically interlinked.”

By the author: Richard Walton

“Given 15 minutes to
consume content, two
thirds of people would
rather read something
beautifully designed than
something plain”

– Adobe

Step 1: Start with
your website

By now you should have seen the importance of optimizing all aspects of your customer journey. Before we tell you how to get found online, it’s critical you review your website.

There is no point in driving lots of traffic and potential customers to your site if it is not optimized to convert that traffic into paying customers

You need to:

  • Make sure your website is optimized for mobile.
  • Make sure the user journey provides key information.
  • Analyze your top landing pages: how easy is it for visitors to get in contact with you? What entices them to sign up? What do they like and don’t like about your site?
  • Analyze your current “Calls to Action” (ways that visitors can send you their information i.e enquiry form) and specially look at conversion rates from different traffic sources and how you can improve that. You will need to install Google Analytics to understand how different C2A are performing. Test, test and test again.

Top Tip: Have a look at your competitors’ websites. You can always find something to learn from them.

  • If necessary create additional landing pages and install
    additional “Calls to Action”.
  • Consider introducing incentives to get visitors to make
    contact with you. Free classes, free consultations, free samples, free recipe books or healthy living to download and webinars work very well.
  • Then each month make sure you are continually adjusting your website to optimize it around what you are seeing in the data.
  • Analyze your current “Calls to Action” (ways that visitors can send you their information i.e enquiry form) and specially look at conversion rates from different traffic sources and how you can improve that. You will need to install Google Analytics to understand how different C2A are performing. Test, test and test again.

Useful tools:

  • Set your site up on Google Analytics. This allows you to track your website’s performance and
  • Make sure your website is set up correctly on Google search console. Amongst many things this allows you to see if anything is wrong with your site.

“39% of people will stop engaging with a website if images won’t load or take too long to load”

– Adobe

SEO

“Search is the #1 driver of traffic to content sites, beating social media by more than 300%. 75% of users never scroll past the first page of search results”

How to drive leads to your site – SEO

If you are not listed in the top 10 for any of your top keywords you will not be getting any organic search traffic from Google/ Bing. Ideally you need to be in the top 3.

SEO is a long game, but it’s really important. You won’t see any results for a while, but when you do you will be getting visitors and clients for free.

As such, for those wanting to drive down their customer acquisition cost over time, a solid SEO campaign is vital.

Choosing keywords: If you are struggling to get found through natural search a common issue is the competitiveness of your chosen keywords. Getting found regularly for keywords with 50% less volume than your ideal core keyword is 100x better than not getting found at all. Use a SEO tool like SEMrush to analyze your competitors keywords, where you rank and keyword ranking difficulty. We suggest starting out with 5 to 10 “core” keywords if you’re new to SEO.

Getting started with SEO: We break down SEO into 2 parts. Onsite and Offsite.

Onsite SEO

Onsite content: The most
important aspects for SEO are..

  • The length of time visitors
    spend on your site
  • The length of time visitors
    spend on your site
  • Bounce rate.

Your success in these areas will be linked to the quality of content on your website and its relationship with your traffic sources.

To improve these critical areas of SEO you can:

  • 1. Improve the relevance of the content to the visitor. Aside from better informative content, page design and links to other sources can help here. Blogs and onsite video can be really useful in keeping visitors engaged.
  • 2. Source better traffic (it’s not always the quality of content that’s the issue but potentially it’s the result of poor paid advertising and other poor traffic sources)

Technical SEO – you will almost certainly have to outsource this. Find a reputable SEO technical expert who can analyze the structure of your website. They will report back on things such as quality of backlinks, toxic score, speed of page load, url structure, H1 tags etc. They should also report on what’s critical and what’s best practice.

How to get started:

  • Engage with influencers in the wellness and health industries on social media.
  • Participate in online discussions to show off your expertise
  • Share your blog and other useful ideas on social media
  • Approach other wellness blogs and online publications and offer to write articles on topics around your expertise. Don’t try and sell your services just offer your advice and write useful articles that are relevant to that blog and its target audience.
  • Create a healthy living guide that people might want to share and post online.

Top Tip:
The key point to remember when building backlinks (links to your site from other locations) is that your backlink profile must look natural in that people are linking to your site because it’s a valuable resource. It’s a huge red flag if all the links you get are the same type. For example, if your backlink profile shows a lot of guest posts. Always mix up a backlink strategy with citations, business directories, blog comments, forum posts, video sites and social media. Keep it real!

Offsite SEO

This refers to your efforts away from your website and again its all about content, linking in beautifully with a solid social media strategy.

Paid Search

“Businesses make an average of $2 in income for every $1 they spend in AdWords”
– Google

“92% of marketers advertise on Facebook”
– Socialbakers

Social Media

“Reading or writing social media reviews and comments will influence the shopping behavior of 67% of consumers”

– PwC

Hopefully you are beginning to understand the value of combining SEO, website optimization, paid search and social media. Here is a quick recap:

1. Quality paid advertising management affects SEO.
Done properly, paid search traffic increases the quality of visitors to your site that in turn affects your bounce rate and time spent on your site, which are the two most important determinants of SEO. Source: SEMrush Ranking Factors 2017.

2. Quality social media and content impacts SEO by providing content for other websites to link to and share. It also assists with website conversions by creating a feeling of confidence and allows “social proofing”. Social proofing engages your customers online to support and “sell” your product or services for you.

3. Website conversion management and on page content management lowers your paid search costs and CPA (cost per acquisition).

The Power of Combination

Together we are greater than the sum of our parts

“When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate. They are also four times as likely to spend significantly more than those without a social component”
– Deloitte

Need more help?
Quote “Biz Guide” and get 25% off your first month’s business growth package with Prime Pixels and a free website home page redesign worth £395
https://primepixels.media

Measure it

There are A LOT of things you can measure, but here are some key ones to get you started:

1. Website

  • Bounce rates
  • Time on site
  • Pages visited per session
  • Goal conversions

Tool: Google Analytics

2. SEO

  • Position tracking for your top 5 keywords in comparison to your competitors.
  • Organic traffic growth
  • Backlink growth
  • Website health

Tool: SEMrush, Google Search Consule

Check List
in order of priority

Need more help?

Quote “Biz Guide” and get 25% off your first month’s business growth package with Prime Pixels and a free website home page redesign worth £395

https://primepixels.media

Final Words

Be patient, it will take some time to get this right,but if you stick to the principles laid out in this guide, measure your results, test and measure, and test again, you will reap the benefits

Deepen
your knowledge