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Articles

Can you use Linked In on its own?

  |   Social Media   |   No comment

Linked In for business

In this article I want to talk to you about a question I get asked a lot, which is, “Can you use LinkedIn on its own?” Well, the answer is yes. But at the same time, you are limiting what you’re able to achieve. It’s an interesting thing that four million Australians are on LinkedIn. So there’s a massive opportunity for businesses to communicate with other business people and other businesses and get business to business services.

The interesting thing though is fourteen million Australians are looking at Facebook, which includes those business people. So, if you’re using LinkedIn and Facebook, and you’ve got a good website, and you’ve got a landing page, and you’ve got a YouTube channel -a billion people are using YouTube every month -then you’re hitting people from every direction.  Then that business person who sees you on LinkedIn or gets the comment from you on LinkedIn is more likely to think:

“Well this is a real business, because they’ve got a good presentation over here on LinkedIn, and they’re well presented on Facebook, and they’ve got a good website, and they’ve got a good offer on their landing page, and I like what they’re saying on YouTube. They’ve got good videos, very informative, and that sort of thing.”

So, my advice to most people is, LinkedIn is a good place to start. If you’ve got a limited budget, you can get in and you can work with just LinkedIn, if you only have the budget to work with LinkedIn. But the more you can spread out, the more ways you can hit someone, the better off you’re going to be because the more you’re reinforcing your message and the more you’re making yourself look legitimate.

So I hope this helps, and if you’ve got any more questions, I’d love to hear from you. Just shoot an email to info@digitaltiger.com.au and I look forward to helping you out.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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The Most Important Part of Your Promotion

  |   Email Marketing, Online Advertising, Search Engine Otimization, Social Media   |   No comment

PROMOTION-550x251

When it comes to any type of promotion there is one part that makes or breaks it no matter what you do and no matter what you spend on it.  That is quite simply what the person reading it sees.

When it comes to creating promotional material we can spend a lot of time with it and we can get very focused on how it looks, the font, the words, the images and send it out and after all the effort we find it can be completely hopeless in getting a return, unless we look at it from the eyes of the person receiving it.

When I first started out as a Manager over twenty years ago, I was running a sports store and the owner of the chain came to me one time and said “Greg, you’ve done a good job your store looks great, but I want to show you something”.  He led me out the front of the store and we stood five meters away looking at what the customer sees when he was near our store.  I was disappointed to find out that after we spent hours making sure everything was right and that every rack and fixture was full, we could see plainly that next to the front door were two nearly empty racks.  From where I looked every day – which was inside the store – the store looked fantastic, but the first impression the customer got was that we were running out of stock.

Recently I was with a client who was telling me about their promotional actions and what they were trying to project to their clients.  We talked about their website, their Social Media, and their other Internet Marketing, they also mentioned that they advertised in airline magazines.  A week later my wife was flying home from Sydney and saw one of their ads in the on-flight magazine and when she came back she told me what she saw in their ads, which was exactly the opposite to what they were trying to say to their customers.

At the end of the day advertising is simply a communication to your clients about what you do and what you can offer them, so you need to make sure that the communication that they receive is what you want to say.

After you complete a promotional piece try and take a look from the client’s viewpoint and see if it says to them what you are trying to say.  If you can hand a sample to a couple of people and ask what they see you might just turn a potential disaster into a winner for your business.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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Does Social Media Work?

  |   Social Media   |   No comment

Magnified illustration with the word Social Media on white background.

Today I want to answer a question I often get asked, which is, “Does social media work?” Well the answer is yes it does, but it depends on what you are trying to achieve.

The first thing we recommend you do before you work out an online strategy; is to establish what result or what product they are trying to achieve out of it. In fact everything you do in your business, before you start doing it, you should know what the end result or the product of that action is that you’re are trying to achieve.

A telemarketer should know – if a telemarketer’s working in a company that’s selling property to investors – that when he makes a phone call his result or his product is an appointment. And he’s not trying to sell a half a million dollar house over the telephone. Because when he tries to sell the house he and the client will get confused. The salesman should know that his end result is a sale, and he should be trying to get some referrals while he is there. But everybody should know what the result or product of that action is.

The same applies to your online marketing. Your social media for example isn’t going to sell a half a million dollar house. It’s going to educate people on you, and your brand, and the house. And it’s going to drive traffic to a landing page or a website, that’s then going to get you an appointment, if it’s done properly. So your Google Adwords has a different role to social media, they both have a different role to search engine optimisation, your website has a different job. And whilst this all seems like the same thing it can be confusing, that why you use an online specialist who understands all the different roles, like Digital Tiger.

I hope this helps.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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The Most Useful Social Media sites in Australia

  |   Social Media   |   No comment

social-media-in-australia

When it comes to Social Media, as a general rule there are a few things to consider when creating a strategy in Australia.

The first thing to realise is that the majority of information we hear and see about Social Media, comes from overseas, particularly in the US.  Of course, most Australian business owners and managers know that there are a lot of similarities in doing business in Australia with the US, but there are also differences as well.  What works in the US and overseas is a good guide to what will work here but it’s only a guide.

When we look at any Social Media strategy for a client we look at what is working in Australia as the basis of it, not what some guru in the US said is working over there.

Based on that I’d like to tell you what we have found are the most important sites to use in Australia and why:

  1. facebook – Get your business on facebook and use it to it’s fullest advantage. Over 8 million Australians are reported to use facebook every day an average of 6 to 8 times per day each and it has over 14 million Australians as active monthly users.  No matter your business, if half of our population are looking at it then it’s a good chance your clients are.
  2. Linked In – Especially if you have a Business to business product, or if you need to develop a network of businesses to sell your product, Linked In is a powerful tool with over 4 million Australian business owners and managers on it.
  3. Google + – It grew to over ½ billion users in it’s first three years. In Australia this means that there are less users than on facebook but there are still a lot of people using it.  The biggest advantage it has in Australia is the connection to the other products Google offers, in particular the Android operating system.  If your clients have Android powered smart phones – and a lot of smart phone users in Australia do – it is a lot easier to get your message to their phone through Google + than it is through facebook.  Essentially in Australia it shouldn’t be a facebook versus Google + argument, you should be on both.
  4. You Tube – More and more people are watching video online and You Tube is the place where people go to watch video the most. Over 1 billion videos every month are watched on You Tube.  It has become the place to go if you want to learn about something.  Get your business exposed on You Tube and then get these videos out through facebook, Linked In and Google + and you are away.

These are the most important Social Media sites that every business should be involved with in Australia.  Depending on your business there are many more with particular types of people using them that you might want to be on as well.

For example if you’ve got a product for younger people get on Snapchat, if you’re got a product for women buyers get on Pinterest and Instagram or if you’re a musician get on Myspace.

Whatever you do having a professional presence on the four sites above should be a must for every Australian business.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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When should your business start celebrating Christmas?

  |   Social Media   |   No comment

santa's sleigh

I was met with some opposition in the Digital Tiger this time last year. I’d created Christmas cards and started sending them out and I’d also created a funky little video celebrating Christmas but I ran headlong into some opposition from another Manager in the business – Colin. Colin’s comments were something along the lines of “Bloody Christmas, it’s just a chance for us to pay the staff and get no work done”.

This is a viewpoint held by a lot of Business Owners and Managers across Australia at this time of year and this time causes a lot of Business Owners and Managers a lot of stress. A lot of businesses will be taking about a month off work from mid December to Mid January with some staff being away even longer and as we all know, whilst the income might slow down the costs certainly don’t. Rent still needs to be paid, as does wages and even if you only take a small break, you will find that there is less people at work for your business to sell to.

Let’s put that aside for a moment though – let’s face it, even if you don’t want Christmas it’s coming anyway – and focus on the question:

When should your business start celebrating Christmas?

The simple answer is when it helps your business most. The Christmas Cave should be promoting Christmas all year round. My mother runs a function decorating business and they start talking about Christmas in October to prepare for Office Christmas parties. Your business might not be as focused on Christmas as these two examples but sending out Christmas cards or gifts to customers and running the office Christmas party are great ways to send a message of goodwill and communicate with your customers, staff, suppliers etc. These are all good promotional actions so jump into them and have fun.

And by the way Colin, walking around the office telling everyone how much you hate Christmas isn’t the way to go.

So enjoy Christmas yourself, and celebrate with the community in the best way that suits your business.

The next question that I get asked a lot about Christmas, and needs some attention is:

When should I stop promoting for the Christmas Break?

The answer to this question is much simpler than the first question. Put simply you should never stop promoting your business. By cutting your promotional actions over Christmas you have a sure-fire recipe to come back after Christmas and have a lot of hard work building momentum for the New Year.

Work out a strategy to promote your business whilst you are away and keep promoting. Social Media for example is often an effective solution to keeping your customers informed and ready to work with you in the New Year. Sites such as You Tube, facebook, Linked In and Google + get even more visitors over the break and your business should be there for your customers to see.

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What if people are going to my website but not converting?

  |   Online Advertising, Search Engine Otimization, Social Media, Websites   |   No comment

Website traffic

Today I want to talk to you about a comment I often hear:

I get traffic, but my website doesn’t convert.

Social media for example can drive lots and lots of traffic to your website, Adwords can drive traffic to your website, SEO can drive traffic to your website. There are a lot of things that can drive traffic to your website, your offline advertising can drive traffic to your website, but that traffic doesn’t do a lot if people don’t leave an inquiry, purchase your product, or they just go and look at your website and they disappear. So there are two reasons why traffic will come to your website and not convert.

The first is that your website is not good.

So what you should do is work with an expert, like Digital Tiger, who can go through your website and work out using analytics etc exactly what’s causing people not to convert on your website, and give you some advice on that.

The second thing is maybe the traffic is wrong.

I’ll give you an example; years ago I was working with a client and they were complaining that their Adwords were dropping down at about 11 o’clock in the morning. This was before they started working with us and I said “Ok let me have a look at your site.”

They were a function decorating business in Melbourne, and what they were looking for was searches for “party balloons” and “helium balloons”. When I went and looked at the traffic, the majority of people that were clicking on their ads and going to their website were from Sydney or Brisbane. So they were getting lots and lots of clicks from people that they couldn’t deliver their product to, who would go to their website and not buy. So therefore the traffic that was getting driven to their website was not the right customer. So all I simply did was change the ad so it says ‘Melbourne’s best function decorating Business’. After that their ad’s stayed up until the end of the day and all of a sudden they started getting people buying product. So it can be very small changes that make a massive difference.

So the two things to look at are:

Is your website set up to convert the person properly, or does it confuse the person?

And then:

Is the right person coming to your website in the first place?

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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How the McWhopper worked for Burger King

  |   Online Advertising, Social Media, Video Production   |   No comment

McWhopper

Last week Burger King made a big splash on Social Media in the US by coming up with an idea for Peace Day called the McWhopper. They created a video that they then sent out that suggested that the two burger giants put aside their differences and cooperate for one day to support Peace Day, they even got the founder of Peace One Day to feature in the video. Per the video they had designed the shop that would sell the burgers, the uniform and everything was ready to go, all they needed was McDonalds to approve.

The next day McDonalds simply sent out a dismissive post on facebook saying that they were not interested in the idea.

McDonalds response to McWhopper

 

The idea was so popular that another large burger chain Denny’s stepped in after that and offered to create a joint burger with Burger King instead.

Denny's reply

Though an interesting exercise, what I found most interesting was how this affected Burger King, McDonalds and Denny’s.

Burger King

The whole concept of the video and the promotion used to create this idea could have been done by Burger King for only a few thousand dollars. In return they got International exposure and in less than one week 1.5 million views of the original video. They also got themselves compared as a genuine rival to McDonalds and in perception put there as an equal. This is interesting when you consider that they have a turnover of about one quarter of that of McDonalds and each store has a turnover of about one half, so as a result for the franchisee you’re much better off buying a McDonalds store, and it shows that many more people eat at McDonalds than at Burger King. You’d think if Burger King were really serious about the McWhopper concept they would have approached McDonalds first and spoken to them rather than create an advertising campaign to send a message to McDonalds.

Peace Day

The exposure for Peace Day has also been International and created a massive campaign for the initiative.

McDonalds

By brushing off the Burger King concept and not coming up with something more interesting McDonalds have made Burger King look like the business that is more interested in the planet etc whilst leaving the perception that Burger King are an equal rather than a smaller alternative.

Denny’s

By jumping in at the end Denny’s got some cheap exposure without much of a fall back.

In conclusion I would suggest that whoever ran the campaign for Burger King did a great job. They promoted Peace Day and Burger King, putting them on a par with the larger rival and did it with a relatively cheap campaign.

McDonalds should have come up with their own campaign and responded with that rather than chastising Burger King and looking like a conservative naysayer.

Denny’s took advantage of a good opportunity. When you have a good plan and know what you’re trying to achieve online, you are then much more able to respond to opportunities in the time needed, the way that Denny’s did with this.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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Does SEO work?

  |   Search Engine Otimization, Websites   |   No comment

I’ve often been asked over the last couple of years, does SEO work? And to be honest with you 18 months ago I personally was a little bit sceptical. What Google used to do, was they would work out the formula for what worked on their search engine, then they would put all their information on their website. So then you would have experts who would study all the information Google provided and then work out how to get your website ranked best on Google’s search engine.

Now about 2 years ago Google changed all of that. They changed their formula – they’ve changed that a few times since – but also what they did, they took the information off their website, so it became a bit of a guessing game.

Now about 18 months ago there was a big shake up in the SEO industry. You had guys drop out, guys join in; it became really tough. It actually cleaned up the industry a little bit though and only the very best seemed to come through, so now you’ve got a lot of really good guys actually doing a good job.

So my suggestion always, whenever your hiring any professional is work out what you’re trying to achieve – and we can definitely help you with that – and then hire the guys who are going to do the best job of producing the result you want and have the best results in the past. Look at where they get the rankings, how they get the rankings, and what you would expect to get from them.

I hope that helps.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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Adwords vs facebook ads

  |   Online Advertising, Search Engine Otimization, Social Media   |   No comment

Often I get asked a question I want to talk to you about, which is “Are Google Adwords better or Facebook ads?” Well the answer is actually neither are better than the other, they have different purposes.

For example if you’ve got a business that people are going to search for what you do on Google then Adwords often works well. If you’re in a cleaning business, people search for ‘cleaning’, people search for ‘signage’, people search for ‘leaflet drops’ certain things that people search for; they will go to Google and search. And when you talk to an Adwords specialist it’s actually really easy for them to find out how many people are searching for your business and your terms, and they can even tell you how much it costs to advertise using those terms.

So that’s the first thing, if people aren’t likely to go and search for your words, that’s when Facebook really comes into its own. For example, we work with a client who does wills and that client knows that people don’t normally search for wills. They have to be educated into the idea that they need a will. There are certain times in your life when you should renew your will, and most people don’t know that or they ignore that.  People aren’t going to search Google to find that out so Adwords is led effective.

What we found more successful is going to Facebook, making a video that educates people on why they need a will, and promoting that video and prompting your website from Facebook where you’ve already had the opportunity to educate them, rather than just going Google Search and clicking across.

So my simple answer is, if your clients know about your product and they’re going to search for it than Adwords is often a good idea, if they don’t know about your product and they’re not going to search for it, than Facebook advertising often works better. But realistically most of the time the best solution is a combination of the two used properly. So if you want to know more, give us a call because we can definitely help work out a strategy that works for your business.

I hope this helps.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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How often should I send emails to my database?

  |   Email Marketing   |   No comment

Today I want to talk to you about the emails out of your business – the email newsletters, the bulk emails that you’re sending to your clients – and how to make them most effective.

Often I get asked how many emails I should send to my database each week? The answer might surprise you, as it’s probably a lot more than you think.

There was a story that I was told about a number of years ago where a company tested to see how many emails they should send each week to promote their product. First of all they tried one and the sales were quite good, they doubled it to test it out and the sales doubled, they put a third one out and sales doubled again, in fact the sales kept doubling until they were sending an email out every day. Seven emails to their database every week was the optimum level they found.

I’m not saying it should be seven every week, in fact I can tell you that for our business the optimum is actually about three and all three of them are very different. One should be an information style newsletter, one should promote a seminar or a webinar that we are doing and one should be an offer or a product that we are doing and that work’s best for our business.

Something different will work best for your business. So what we usually do is work with that client and test some things, we find out what it is that you’re trying to achieve, what products or services that you’re trying to sell, how big your database is, where they came from and all these sort of things. Now if you monitor and work with your database most effectively it’s going to get you the best results.

So the first thing to understand is that you shouldn’t have in mind how many you would like to have, have in mind what’s going to get the best result for your business and go from there.

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