is your business digital ready?

IS YOUR BUSINESSDIGITAL READY?

GIVE YOUR BUSINESS A DIGITAL CHECK-UP

DIGITAL MARKETING MADE SIMPLE

IntroductionLike it or not, digital marketing has become an integral part of the marketing mix for businesses of all sizes.

In our roles as Digital Marketers, strategists and consultants, we have worked with businesses of all sizes from one-man shows to enterprise organisations.

More often than not, we find the same types of issues hampering their online marketing success, before they even get started!

For many business owners, CEO’s and Marketing Managers, Digital has only recently become a necessary addition to the company’s marketing requirements, so it can present a minefield for the un-informed.

Not every business needs to use every platform or marketing technique: that will be decided when you develop your digital marketing strategy. But there are some things that all businesses should have regardless of their target audience or industry.

We’ve put together this checklist that will help you get the basics right so you can start your digital marketing activities off on the right foot, or help you give yourself a mini audit to identify areas that might improve your existing digital marketing activities.

We hope this helps you and your team get digital ready!

Cheers,

Steve & Kathy Hunter

Clikk Digital Strategists

HOPE IS NOT A STRATEGY- James Cameron

© Clikk 2017 - clikk.com.au

2IS YOUR BUSINESS DIGITAL READY?

TABLE OF CONTENTS

Chapter OneYour Website: Is it fast? Is it usable? Is it relevant?

• Does your website take longer than 3 seconds to load?• Does your website clearly convey who you are, what you do & why people should use your business?• Is your website attractive & enjoyable to use?• Is your website easy to use on mobile devices? Does it still look good?• Is it easy to navigate and find what you’re looking for? • Is it easy to find a way to contact your business?• Do you have a current SSL Certificate?

Chapter TwoSocial Media: Are You Present? Are You Responsive?

• Do you have social profiles set up on the platforms your audience spend their time on social media?• Do your social media pages reflect your brand consistently with the rest of your marketing?• Do you regularly post content that your customers would find interesting?• Are you replying to messages on your platforms in a timely manner?

Chapter Three

Chapter FourAnalytics: Are You Tracking Your Results?

• Have you installed Google Analytics on your website?• Have set up basic reporting in Google Analytics?• Have you set up Google Search Console & Bing Tools?• Have you installed Google Tag Manager on your website?• Have you submitted a site map to Google Search Console & Bing Tools?


Local SEO: Can Your Local Customers Find You Quickly & Easily?• When you search for your business on Google or Bing, does it appear on the map?• Do you encourage people to review your business? Do you have negative reviews that have not been

managed?• Are you replying to messages on your platforms in a timely manner?• Using your phone right now, are you on the first page when you search for your business products or

services?

3

IS IT FAST? IS IT USER FRIENDLY? IS IT RELEVANT?

CHAPTER 1: YOUR WEBSITE

of desktop web users will abandon a website if it

takes longer than 3 seconds to load 4

40%

20,679,490 Internet users in Australia 2

There are currently

of internet users in Australia access the

internet daily 3

Your website is your business online, your digital bricks & mortar address, and needs the same attention to detail as you would for an office your customers would visit. Visitors to your site can build strong first impressions of your company based on it’s website, so it pays to have a website that showcases your business in it’s best possible light.

AUD$18 Billion The online shopping industry in Australia generated

in 2016, an increase of 16.2% since 2012 5

87%

IS YOUR BUSINESS DIGITAL READY?


of mobile users will abandon a web page if it

takes more than 10 seconds to load and

50%

60% won’t return to the

site 1

Does your website take longer than 3 seconds to load?

4

There’s a whole lot of optimisation that goes into creating an effective website, but these key factors will directly influence a visitors decision to buy a product or contact your business. If you are paying for digital marketing, missing these can profoundly affect your ROI.

With 47% of consumers expecting a page load speed of 2 seconds or less and 40% abandoning a website after a wait of just 3 seconds, this factor is becoming more important for businesses of all kinds, but in particular e-commerce sites.

Does your website clearly convey who you are, what you do & why people should use your business?

Your Unique Value Proposition (UVP)

When a user lands on your website, it should be obvious that they have arrived at the right place. Make sure your site tells visitors exactly what value you bring to their business from the moment they land on the site. It’s a bit like an elevator pitch in 150 words or less.

Remember, your visitors want to know what benefits working with you will bring to them!

1

2



5

Is your website easy to use on mobile devices? Does it still look good?

Is your website attractive & enjoyable to use?

Whilst your website does not need to be an artistic masterpiece, it does need to be neat, clean & professional, built on a stable platform (like WordPress or Magento) so that it displays reliably and doesn’t ‘break’.

At the time of this writing, 52.7% of global internet traffic is generated by mobile devices 5 and that number is only set to rise. It makes sense to ensure that your website is easily accessible from all devices

3

4



6

Is it easy to navigate & find what you’re looking for?

Your website should have clear and easily accessible navigation that makes getting around on your site a pleasure not a chore. If people can’t find what they are looking for on your site, be assured they will look elsewhere and may find what they were looking for on your competitors website.

5



Make sure there are multiple opportunities for visitors to contact you as well as multiple methods, apart from the contact page, this could include a click to call button, live-chat or additional contact forms.

Is it easy to find a way to contact your business?6

7 Do you have a current SSL certificate?

An SSL certificate is a must have for any business but particularly those that handle sensitive information like credit card transactions or personal client details.

It keeps sensitive information secure by use of encryption & also provides authentication so that you can be assured that your data is protected.

It can also speed up your website, make your website safer, & also improve your ranking in the search engine results by improving user experience & overall trust in the brand.



WE DON’T HAVE A CHOICE ON WHETHER WE DO SOCIAL MEDIA.

THE QUESTION IS HOW WELL WE DO IT.

- Erik QualmanKeynote Speaker, Author

& Forbes Top 50 Digital Influencer

8

ARE YOU PRESENT? ARE YOU RESPONSIVE?

of consumers agree that they will inspect a

brand's social media presence before

making a purchase or contacting a company

online, especially if they have not

purchased from the brand before 9

41% of people say they use

Facebook for professional purposes 7

73%

For many business owners and managers, it’s hard to see the benefits of regularly maintaining a brand presence on social media. When you look at the long game, the unique opportunity of building a community of people who are genuinely interested in your brand & may become not only a customer but an advocate for your brand is a valuable one.

Combine this with the ability to have two-way conversations with your customers, receive feedback, monitor what is being said about your brand and build a relatable brand personality means maintaining your company’s social media channels should rate as an essential part of your marketing mix.


CHAPTER 2: SOCIAL MEDIA


52%of Australian users say they will stop following a company/brand

for posting irrelevant or unappealing content 8

Of Internet users use social media 6

69%

Do you have social profiles set up on the platforms your audience spend their time on social media?

For many businesses this means Facebook, but for

some businesses it may mean shifting your

attention to other platforms. B2B businesses, for

example, may find their target audience more

focused on platforms like LinkedIn or Twitter

whereas a B2C company with a younger target

audience may find success on Instagram or

Snapchat.

8

Do your social media pages reflect your brand consistently with the rest of your marketing?Regardless of how many platforms you maintain, you should present consistent branding across all your social media channels. This means ensuring that your cover photos, themes & artwork all stick with your company branding to enhance brand recognition with users as much as possible.

9

Do you regularly post content that your customers would find interesting?10

A seemingly abandoned social media channel is not a great way of encouraging engagement with your customers and prospects. Developing a social media posting schedule can help make this job easier, as can using software like Hootsuite or Buffer. These platforms allow you to schedule and monitor your social media posts ahead of time across multiple channels from the one location.



10

11 Are you replying to messages on your platforms in a timely manner?

In a survey of 1000 Facebook, Instagram & Twitter users at the end of Q2 2016, Sprout Social found that social media is fast becoming a go to resource for customer service, with 34.5% of respondents using social media as their top choice for contacting brands when they require support. Whilst these are US figures, trends from the states often dictate the trend for Australia when it comes to social media usage.

In addition, Sprout found that most users expect a response from brands within 4 hours & that 30% of people will go to a competitor if a brand doesn’t respond, so making sure your company responds quickly is becoming more critical.



Image courtesy of Sprout Social

http://sproutsocial.com/

http://sproutsocial.com/



IF IT ISN’T ON GOOGLE, IT DOESN’T EXIST.

- Jimmy WalesCo-Founder of Wikipedia

12

CAN LOCAL CUSTOMERS FIND YOU QUICKLY & EASILY?

CHAPTER 3: LOCAL SEO

of people who search on their smartphones for

something nearby visit a business within a day…

76%

46% of mobile searches are related to a location 12

30% of all searches on

Google are local 11

Whilst traditional SEO should not be ignored in a marketing strategy, we’re not going to be talking about that here. Many businesses neglect the importance of how they appear to people looking for a local solution to their problems.

of those searches for something nearby

result in a purchase 1028%

of searchers were found to have used ‘get directions’ or ‘click to call’ in a

mobile ad 14

68%

of people trust online reviews as much as a

personal recommendation 1384%

For local listings



When you search for your business on Google or Bing, does it appear on the map?

13

Your Unique Value Proposition (UVP)

When a user lands on your website, it should be obvious that they have arrived at the right place. Make sure your site tells visitors exactly what value you bring to their business from the moment they land on the site. It’s a bit like an elevator pitch in 150 words or less.

Remember, your visitors want to know what benefits working with you will bring to them!

12When you register your business with Google and Bing, you are providing people searching for your services with all the key information they need to find you, including a map marker, or their service area, on a map. You also get the ability to collect reviews on these pages which is incredibly influential on people's decisions of which business to click on.



Do you encourage people to review your business? Do you have negative reviews that have not been managed?

14

This is a key influencer for people and search engines. If the information is inconsistent you will lose search position and credibility with both. Ensure that your name, address and phone number are identical:

• On your website.• On Google Business and/or Bing Places.• On directories like Yelp, True Local & Word of

Mouth Online.

13Reviews not only factor into your businesses placement in local business searches, they strongly influence people’s preferences as they choose from multiple businesses. Search engines love reviews and will start to show them once they find them.

14Is your business name, address & phone number consistent everywhere?



15

If not, you want to be.

61.5% of clicks go to the top 3 results of non-paid results 6

It’s not often that people go onto the second, let alone the third page of results so the higher up on the ranking you are, the more likely you will get a visit to your business.

However, when you combine all the above, including optimising your website, the quality of how your business is listed in the search results may also encourage people to click on your business rather than your competitors, even if they appear higher in the search results than you do.

Using your phone right now, are you on the first page when you search for your business products or services?15





IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT.

- Peter DruckerAmerican Management Consultant,

Educator & Author

17

ARE YOU TRACKING YOUR RESULTS?

CHAPTER 4: ANALYTICS

of marketers agree that they are able to measure their social

activities 15

41% of marketers cannot

measure and report on the contribution of

their programs to the business. 16

42% of Marketingprofessionals state that a lack of quality data is

their biggest barrier to lead generation 17

84%

There’s no point in implementing a digital marketing strategy for your business if you have no way of tracking your results. Whilst there are a many different platforms on the market that can provide you with different levels of analytics and reporting, there are a few tools that are absolute must haves, regardless of what other tools you use, and a couple of tasks that should also be listed in your essential digital marketing tool kit.


Only


of marketers say they have data-driven

marketing initiatives that are achieving

significant results 18

22% Just

18

Have you installed Google Analytics on your website?16

Google Analytics is the most important tool you can have for tracking data about your business on the web. It gives you all the data you need to monitor and adjust your marketing with information like visitor location, demographic data, time on the site and interactions with your e-commerce.

Have set up basic reporting in Google Analytics?17You can set up Google Analytics to automatically send you reports on key marketing metrics & visitor data and also display dashboards packed with relevant and actionable information to help keep your digital marketing on track and to benchmark key statistics.



IS YOUR BUSINESS DIGITAL READY? 19

Have you set up Google Search Console & Bing Tools?

18Google Search Console and it’s Bing counterpart, Bing Tools, is a portal between your website and the search engine. It not only allows you to advise Google and Bing about changes to your website, but provide you with the opportunity to track key data related to your search engine marketing like which keywords are resulting in traffic to your site, any errors visitors are experiencing (like 404 page not found errors) and so on.

19 Have you installed Google Tag Manager on your website?

Google Tag Manager is a really useful platform that allows you to rapidly add marketing tracking codes to your site so that you can track data such as website visits, form submissions, add to carts, sales and other types of conversions, as well as facilitating activities like remarketing and custom audience creation and targeting.


https://www.google.com/webmasters/tools/home?hl=en

http://www.bing.com/toolbox/webmaster

https://tagmanager.google.com/

https://tagmanager.google.com/

https://www.google.com/webmasters/tools/home?hl=en

http://www.bing.com/toolbox/webmaster

20

Have you submitted a site map to Google Search Console & Bing Tools?

20

A sitemap is a document that you can upload to Google Search Console and Bing Tools which tells Google and Bing what pages are on your website.

It ensures that all the pages you need to show up in Google or Bing search are indexed in the search engines, and advises of any changes to the websites page configuration.

You don’t always want everything on your website being shown either, so careful configuration is advised.





Your Website:

Is easy to navigate

Loads in less than 3 seconds

Gives visitors multiple methods of contacting your business

Clearly states your UVP (Unique Value Proposition)

Is attractive & enjoyable to use

Is mobile friendly

Social Media:

Posting high quality content on a regular basis

Providing prompt customer service on social media channels

Business is visible on Google Maps & Bing

All channels reflect the brand consistently

Local SEO:

Business name, address, phone consistent on all platforms

Appearing on the first page for my products or services

Established a presence on all the appropriate channels

Encouraging online reviews & managing reviews on all channels

Analytics:

Submitted a site map to Google Search Console & Bing Tools

Google Analytics installed on the websiteCurrent SSL Certificate

Basic reporting set up in Google Analytics

Set up Google Search Console & Bing Tools

Google Tag Manager installed on the website


SO HOW DO YOU MEASURE UP?

Ready to give your business a digital check-up but can’t find the time? We know the feeling!


That’s why we’d like to offer you a FREE personalisedDigital Marketing Consultation with Clikk!

Book Your FREE Digital Marketing Consultation with Clikk

We’ll take a comprehensive look at your digital presence and then catch up for a chat via

phone or Skype (or in person if you’re local!) at a time that suits you.

We’ll cover topics such as:


Give your customers a great user experience when dealing with

your brand on the web

Make sure your business can be found online

Decide which is the right type of digital marketing activities to

invest in for your business

Improve the ROI on your existing digital marketing efforts

Set baselines so you can measure & improve results

We’ll also give you our recommendations on how to get the most out of your digital marketing including the type of platforms & activities that would provide the best fit for your unique brand. This will give your digital marketing the right foundation to:

Your Website: Performance, Functionality & User ExperienceYour Social Media Channels & How They are Performing: Responsiveness, Engagement & ConsistencyLocal SEO: Your Presence on Major Search Engines, Reviews & key search results

https://clikk.com.au/free-digital-marketing-consultation/

https://clikk.com.au/free-digital-marketing-consultation/

1. https://blog.kissmetrics.com/loading-time/2. http://www.internetlivestats.com/internet-users/australia/3. http://www.internetlivestats.com/internet-users/australia/4. https://blog.kissmetrics.com/loading-time/5. https://www.ibisworld.com.au/industry/online-shopping.html6. https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF7. https://www.hubspot.com/marketing-statistics8. https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF9. https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF10. http://www.go-globe.hk/blog/local-seo/11. https://www.thinkwithgoogle.com/infographics/mobile-search-trends-consumers-to-stores.html12. https://www.brightlocal.com/learn/local-consumer-review-survey/13. http://www.go-globe.hk/blog/local-seo/14. https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study15. https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf16. http://cdn2.hubspot.net/hub/165060/file-3414530049-png/blog-files/itsmavem-marketers-ability-prove-impact-

june2014.png?t=145805711200417. https://www.hubspot.com/marketing-statistics18. http://www.forbes.com/forbesinsights/data_driven_and_digitally_savvy/


REFERENCES


[email protected]

Steve Hunter: 0401 505 972Kathy Hunter: 0422 379 974

Diamond Creek, Yarra Valley, VIC 3089

https://blog.kissmetrics.com/loading-time/

http://www.internetlivestats.com/internet-users/australia/

http://www.internetlivestats.com/internet-users/australia/



https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF

https://www.hubspot.com/marketing-statistics



https://www.thinkwithgoogle.com/infographics/mobile-search-trends-consumers-to-stores.html

https://www.thinkwithgoogle.com/infographics/mobile-search-trends-consumers-to-stores.html

https://www.brightlocal.com/learn/local-consumer-review-survey/

http://www.go-globe.hk/blog/local-seo/

https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study

http://cdn2.hubspot.net/hub/165060/file-3414530049-png/blog-files/itsmavem-marketers-ability-prove-impact-june2014.png?t=1458057112004

https://www.hubspot.com/marketing-statistics

http://www.clikk.com.au/

mailto:[email protected]