Category: Digital solution

7 Steps to Setting Up Your Google My Business (GMB) Page

First, let’s talk about what a Google My Business page is.

A Google My Business (GMB) page is simply a business listing that shows up in Google when your customers search for your business name e.g. “Businessary” or when they search for services that you provide within your local area e.g. “Human Resource Consulting”.

Your GMB page will display relevant information like your address, trading hours and phone number as well as a place for customer reviews, questions and suggestions.

If you’re an online business owner, have a physical store or operate within a service area as a mobile agent you should be using Google My Business to help promote your business and attract new customers. It’s not only a free platform, but it will also help your business to show up in front of potential customers when they are searching on Google for a product or service you offer.

You can also use GMB to engage with your current and potential customers and prospects and gain further exposure by posting regular updates and information they need to make a purchase decision. You can send customers directly to your website through a post, blog or “marketing hook” to learn more about information or special offers. If you would like to start engaging with your customers you can download a FREE content plan here to help you get started.

But for now, let’s get back to setting up your GMB page first.

 7 Easy Steps to Setting up your Google Business Page!

 

Start by signing up to Google Business via this link https://business.google.com/

1. Sign into your Google Account OR Sign up if you don’t already have one

Just click on the green start now button if you already have a Google account OR select sign in if you don’t already have an account with Google.

2. Enter your business name – click next

3. Enter your full business address – click next

Google will need this information to be accurate when they sent you the verification postcard (which you will read about in steps 6 and 7)

4. Select your business category – click next

5. Enter your business phone number and website address – click next

If you don’t have a website you don’t need to enter one but if you would like to enquire about one click here

6. Request a postcard verification – click continue

Google will now post you a postcard to the address you provided earlier in about 5-10 business days. Keep an eye out for this in your mailbox.

7. Verify your business on Google

Once you receive the postcard you will need to log back into your Google My Business account here go to your listing and enter the 6-digit code to activate your listing. Your listing will only go live on Google once you have verified your listing.

Get assistance in setting up your Google My Business site

**NEW SERVICE** Don’t have the time or patience to set up your own GMB? Let Businessary take care of it for you for just $99+GST! We can take the hassle out of it for you.

If you need to talk to a marketing consultant to help you with setting up your listing give us a call today on (03) 9662 9900 or claim 30 mins of FREE marketing advice.

Top 6 Reasons You Need To Be Investing In SEO

Understanding the basis of what search engine optimisation is, or SEO, will set the stage for you determining whether or not it’s something your business should be investing in, what’s the importance and what you should know about SEO as a digital marketing channel. We’ve put together 6 things you should know about investing in SEO.

Top 6 reasons you should be consistently investing in SEO.

 

6. Get FREE website traffic

Once you’ve had an SEO expert look over your business, website and online marketing strategy they will be able to determine the best keywords for you to target based on the outcomes you are trying to achieve, ranking in the organic section of Google is free which means it does not cost you any money when a customer clicks on your listing. This makes SEO much more cost efficient over time.

5. Target customers that are READY TO BUY

Google is the largest search engine in the world and is the most used search engine for customers looking for relevant and local businesses. It’s a place where people go to search for products and services when they are ready to buy. This means you can optimise your website to show up for the search terms that are more relevant to your business.

4. 94% of Australians use Google when they are looking for a product or service

So, if you are not ranking on page #1 of Google you are almost invisible to majority of your market. Only 2% of people click through to the second page of Google, so its imperative to be pulling out all the stops to get you ranking as high as possible.

3. Cheaper leads

For most businesses if they target the right keywords then over time SEO will generate the cheapest leads compared to any other digital marketing channel.

2. 70% of people click on the SEO listings

Compared to that of 30% of customers who click on Google Adwords. Why? Because ranking on page #1 in the organic section of Google makes you more credible and trustworthy. More tend to be sceptical when they see an ad as opposed to a ‘genuine’ listing as ranked by Google.

1. SEO is like wine, it gets better with age

Once you stop, your competitors will eventually outrank you.  SEO is an ongoing investment and is something that only gets better and cheaper with age! If you want your garden to bloom, keep watering it!

If you are still unsure if you should put your marketing dollars into SEO or if it’s the right move for your business feel free to contact us today and schedule a free consultation.

Or view more of our Digital Marketing Solutions.

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4 Reasons Why You Should Invest In Google Adwords

Have you ever liked the idea of running some Google Adwords but never really know whether you should or if it will work? Here 4 reasons why you should be using Google Adwords, the leading platform for search engine marketing (SEM).

1. Get to Page #1 FAST with Google Adwords

If you are eager to get onto page #1 then Google Adwords is the best way to do it.  You can have a campaign ready to go in just minutes. You make want to speak directly with a Google Adwords consultant Melbourne on how to get to page #1 using Google ads

2. Target customers that are READY TO BUY

Google Adwords is a way to reach the top of Google fast and you can select which keywords you would like to bid on in order to be on page #1 for. This means you can target people who are specifically looking for a service that you offer. Make sure you have done thorough research into which keywords have buyer intention and which keywords are just simply used for general search.

3. Featured at the TOP of Google Results

Google allows the Adwords to be featured at the top of the page which means Ads get featured higher than the organic listings for greater visibility.

4. Retarget Customers

Google Adwords has the added functionality to be able to create marketing lists to segment your website traffic into different categories based on their interests, you can then use these lists retarget them with specific ads for whatever service or product they were viewing on your website. If your customers did not convert the first time then this is the best way to retarget them and get them to  come back.

If you are still unsure if you should put your marketing dollars into SEM or if it’s the right move for your business, feel free to contact us today and scheduled a free consultation.

OR you can keep learning more about Digital Marketing Solutions here

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4 Benefits of Facebook Ads

Facebook is the most popular social media platform in Australia. With over 16 Million active users to date, it’s no wonder it’s a highly sought after digital marketing channel for businesses wanting to advertise their services on. Here’s the 4 major benefits of using Facebook Ads to generate leads for your business.

1. Highly effective targeting options

Facebook targeting is so refined it can now and it just keeps getting better, it’s a great platform for lead generation and to put you in front of customers who have never heard of you before by targeting you based on demographics, age, job, marital status, pages you’ve liked and much more.

2. Ad Creation Options

There are a multitude of Ad options, anything from ‘learn more’ campaigns, to ‘sign up’, to ‘app install’ campaigns, from linking you to an online shop. You have full capability to select your target market or interest group and then select the action you want them to take whether its getting them to know you through and engagement campaign or direct sale and leads through a conversion option.

3. It’s Instant

Similar to Google Adwords, Facebook ads can also be up and running in a matter of minutes (subject to Facebook approval of course) which means you can be getting website traffic and potentially leads very FAST!

4. Retargeting Options

Facebook has a Facebook pixel which you can place on your website to capture and create marketing lists for future retargeting. You can even create lookalike audiences based off your current website traffic, email and Instagram lists, which means you are able to target new customers based on your existing customer database behaviours. This means we can be a lot smarter with our marketing dollars and you get better results when you use targeted lists and lookalike audiences than if you were targeting just based on interests and demographics.

If you are still unsure if you should put your marketing dollars into a Facebook campaign or if it’s the right move for your business, feel free to contact us today and scheduled a free consultation.

Or learn more about our complete Digital Marketing Solutions here:

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5 reasons you need digital marketing to help you grow your business

Why do you need digital marketing?

So many businesses are still leveraging the same old marketing tactics and expecting different results. Perhaps you’re not sure why you should bother with it, why your business might need digital marketing solutions. But over 90% of shoppers researching or purchasing their goods and services online, you’re taking a pretty big risk to ignore your digital audience.

It’s not the silver bullet to all of your hopes and dreams for business growth, but you do need digital marketing to support your overall marketing strategy – read on to find out why.

5. Your audience is online – and growing

We can Google astonishing statistics but ultimately more than 90% of people use a search engine to research products and services (or to purchase online), and more than 80% of people participate in social media.

4. It’s flexible and fast

Make an error in printed marketing? Most times you’re out of luck, friend. Want to jump onto an emerging trend with a special offer? Enjoy your lead times. But with digital marketing, you can quickly come up with engaging and targeted content and copy, beautiful images, and then get your ad seen by your ideal audience. Not quite right? That’s ok, most digital marketing ads can be edited, or paused and restarted once you’ve corrected the issue.

3. It’s affordable

Digital marketing results can be achieved at a fraction of the cost of traditional marketing like radio, TV and print ads.

2. It’s targeted

And you’re also not paying to advertise to the wrong audience – unlike with digital marketing where you can specify your target audience by a huge range of factors, interests and demographics.

1. It’s measurable

You can track how your digital campaigns perform in real time and work to make changes to optimise your results and return on investment. It’s very rare in any other kind of business development or traditional marketing that you can see direct results from your marketing activity.

To learn more about out Digital Marketing Services please select your topic

Contact us to start generating leads for your new business pipeline today.

Why does your insurance business need a digital presence?

Insurance and digital were unintentionally the star of this year’s VERO SME Insurance Index. The index found a significant decline in the use of insurance brokers by SME businesses. The trend towards online, direct solution is on the rise.

Many have argued that regardless of this trend there will always be a place for the advice, experience and knowledge of an insurance broker. And we agree. But the reality is, it’s not such a black and white issue, and Businessary’s digital team thinks there’s some room for compromise here.

A digital romance

What if we could marry up some of the best elements of traditional insurance broking, with the ease, availability and convenience of online business? This doesn’t necessarily mean an online shop or transacting business online – but the reality is that we work with so many businesses within the insurance and insurance broking business that have either no digital presence or a very poor digital presence.

A lot of insurance brokers and agencies have never needed to be online, and the bulk of their clients don’t currently prefer to do business online. But clearly, as the research is showing, the tides are changing and aren’t likely to turn.

See below for our top five reasons why you should invest some time, money and energy in your digital footprint:

Top five reasons to do digital marketing

  1. Your current clients may not be online, but your future and prospective clients ARE! Even if they’re not looking to complete a purchase of their insurance solutions online, potential clients do the majority of their research on any transaction…you got it, online. If you’re not even there (or your presence is outdated or unprofessional), you’re out of the running, friend!
  2. Make it easy to be found! There’s being found on Google, and then there’s being FOUND. Doesn’t matter if they’re current clients or new ones, at many points people need your phone number, office location or find the names of your team. Don’t leave them to search through old emails, make it as easy as a click of the button.
  3. Demonstrate your knowledge and expertise through your website and social media presence. Digital marketing solutions are not just about selling, it should be largely about educating. SHOW your clients and prospective clients the value of a broker rather than tell. Share relevant articles and your take on them, talk about emerging risks that your clients need to be aware of, and highlight opportunities for risk mitigation to help them prevent incidents from occurring in the first place.
  4. Make your own life easier! Some businesses have created portals for clients to log in and retrieve their certificate of currency, others put handy claims forms online. Think through some of your most frequently asked questions and whether you’re adding any value to the process or if it could be automated online.
  5. Your digital marketing presence isn’t just another step towards being the insurance broker of choice for your clients, it’s also about attracting and retaining top talent within your business. I don’t know any candidates that don’t give a thorough look at their potential employers’ website and social media.

Many of our clients that end up enhancing their website and social media find that they’re replicating a network and community online that mirrors that of their bricks and mortar community. Make the most of it – link to websites of other suppliers that you would refer people to because you know and trust them. Highlight your clients businesses and the good work they do. Feature any local organisations that you sponsor or charities that you care about and do fundraising for. Have some fun with it!

Sources:

Insurance News – The digital dilemma for brokers

Insurance Business – SMEs turning their back on brokers 

Why do I need a website? Top 10 reasons to get your business online

There are a lot of reasons why you, as a small-to-medium business owner, may not want a website. They’re expensive! It’s a lot of work! You can’t just set it and forget it. You get all your new business through word of mouth/referrals from existing clients. However, there are also many good reasons why businesses need a website. Here’s Businessary’s top 10 reasons why you should consider investing in your online presence!

  1. Be found by people looking for your product or service. How do you find things you want to buy? How do you research your purchasing decisions? Google! Yeah…so does everyone else. And if you’re not there, you have slim to no chance of winning the business. Your customers expect you to be online!
  2. Increase your business value (perceived and real!) Everyone from banks to customers (even friends and family) take you more seriously when you have a decent website. But did you know that a good digital presence is also taken into account when your business is valued? Even if your website isn’t the biggest lead generator getting around, should you decide to sell your business you will still get a good return on your investment.
  3. Reduce your marketing spend. With a website, you can leverage a number of inexpensive digital marketing options that offer you clear return on investment and save on traditional media that is often expensive and difficult to measure.
  4. Reduce your workload and streamline processes. If you think through your customer experience, what are the areas that your website can help to accommodate? For example you can collect more information and details through your contact form to help you provide a quicker quote, you could create a members only/client log in area on your website where they can access commonly requested information or account details 24/7 or you can even provide a frequently-asked-questions page to help your customers without either of you having to pick up the phone.
  5. Save on brochure printing costs. With a website you can publish (and keep updating) all the information that you’d print on a paper brochure. Save money, save the environment, everyone wins.
  6. Share important news and information. A website is a great solution to help you share event photos, post links to useful articles, announcements about new products or help inform your audience about legislative changes that could impact them.
  7. Credibility with existing customers. Even though you may have a number of very loyal customers, it doesn’t hurt to show that you are continuing to innovate and find more ways to service them better. Show your clients your professionalism with a polished website and matching email suffix (no more hotmail or gmail!)  Also keep in mind that should your client retire or the decision making transitions to someone new, the first thing they’ll do is look you up online. What will they find if they do? If the answer is ‘nothing’ or a stale, ten year old website, then you’re in trouble my friend. The same goes with referrals. You probably have clients that love what you do and tell people in their network about you. Even if your business comes with a glowing recommendation people are still going to look you up to find out more.
  8. Get the edge on your competitors. Are your competitors already online? Don’t miss out! Nail your ‘point of difference’ and what makes you unique with your website, and make sure it’s designed with your customers in mind, and you’ll soon be taking some of your competition’s market share. Competitors don’t have a website? Get in FIRST and establish your online presence to begin developing your new business pipeline while your competition is still waiting at the starting blocks.
  9. Reach new audiences. If you’re not online you are likely limited by your geography. Your website can help you reach potential customers in any location, at any time day or night!
  10. Build your business and your personal brand. Perhaps you have loftier goals for your business or even your own career. A website is a great platform to demonstrate that you and your business are thought leaders in your industry. Regularly posting genuine and informative content will help place you front of mind for PR and media opportunities as well as helping you grow your business.

Convinced enough that you want a quote?

Contact us to get a free, no-obligation quotation from Businessary today.  Alternatively, if you just want some more information or to have a chat about your business and your digital marketing potential just let us know, we’re happy to help!

Get a quote, Businessary

What determines the cost of a website?

If you’ve ever built or gotten quotations for a website you’ll have learned that the cost of a website can vary a lot! Why are the prices so different and how do you decide what’s appropriate to spend on a website for your business?

Determining a budget for your website

Well, there’s a few factors that can determine how much a website could or should cost. The first of these is largely decided by your budget.

Deciding how much you’re willing to invest in your website is not an easy process. I’ve had some clients that initially went with a free or supercheap website solution (less than $500-$1000), but in many cases they find out the hard way that you get what you pay for. The websites either didn’t stack up to expectations or they didn’t perform, and that’s why many of them are now Businessary clients. Yes, they end up paying twice for a website, but the second time they get what they wanted initially – a good looking, user friendly website that helps drive their business growth.

So when you decide a budget, we would encourage you to think of your website and digital marketing presence as an investment in the future and growth of your business. Whether you want to grow your client numbers or increase the value of your business for eventual sale, you’ll get a good return on your investment with a good website.

Another consideration is how much of your own time you’re willing to invest in a website. People who want to spend less on a website often underestimate how much of their time will be spent writing copy for the website and finding and purchasing the right stock images (or commissioning their own images) and writing some draft client testimonials for approval, etc… Is your time best spent doing this or is it best spent with your existing clients or cultivating new ones?

For those who are considering opting for someone to create your new website, we’ve broken down the steps of building a website with some average costs associated with each step. One important thing to note with these costs though is that they’re ballpark-only. We tailor our solutions for each individual client. In some cases this may mean changing the structure of their digital marketing package, or perhaps phasing elements of the website to spread the cost out (i.e. starting with a very basic website and adding a blog later in the year or dipping your toes into social media before committing to a whole rollout). So even if your budget is below this, it’s worth having a chat to see what other options might best suit you or your business.

Steps and costs associated with a new website

Your website costs will depend on what design elements and website functionality is required. Other cost impacts could include 3rd party integration, and the amount of pages or products required.  Our websites include the cost of copywriting and image sourcing, as well as five basic tabs/pages, but some providers may charge separately for these.

To understand what the costs will be and what you’re prepared to do you need to first plan for your website and understand what the purpose will be. Without this step you’ll have little chance of getting the result you want (but you may still be paying top dollar!)

There are a few components involved in building a website, and they’re generally broken into the following areas:

  1. Determine the purpose of your website and your budget – what are you hoping your website will achieve (can be more than one objective)?
  2. What content will be featured on your website? Select your products, calls to action.
  3. Structure – how many pages will you need? Content gathering and creation, images and text for each page
  4. What will your website look and feel like? The technical terms are the UI and UX design, or user interface (UI) and user experience (UX) of your website.
  5. Website development- either you or your web person will get the site 80%+ drafted to begin fine tuning
  6. Search Engine Optimisation (SEO) – making sure every page is SEO-friendly
  7. Website hosting – if you already have a domain reserved you’ll need the log in/transfer key. If you don’t, a domain will need to be reserved that reflects your business and is easy to remember. While not as important as getting your content right, this step takes a disproportionate amount of time in our experience so the earlier you confirm all necessary information for your domain, the better.

Be realistic about your site (it’s unlikely to be #1 on Google magically after you launch it) and what you hope to achieve. It varies business to business but it’s important to agree what ‘success’ will look like so you can measure how your website is performing.

The seven steps – further detail

1. Planning and purpose of your website

  1. What are your website goals – what do you want visitors to do once they get there? What’s the purpose of your website?
  2. Website structure – work through your content Create a sitemap for the site to help you work out how pages and categories you need and what content connects with each other.
  3. What do you want to do yourself versus what do you need or want to outsource (i.e. web developer, image resource library, copywriting, SEO experts, web hosting).
  4. Domain name – as I mentioned above it’s best to get started on this sooner than later. If you have a domain purchased already just make sure it’s descriptive and easy for your potential clients to remember or search for. Perhaps it’s even worth buying more than one domain and pointing them both to your page in some cases. If you already have one, you’ll need your domain log in/transfer key in order for your website to go live.
  5. Budget – a lot of small businesses don’t have excess cashflow laying around to invest in their digital marketing. Investing in a good website doesn’t have to break the bank though. It can be an investment in a platform that can grow with your business and hopefully won’t need to be replaced within the next couple of years. There may be options to spread the payment out if need be, or take advantage of end of financial year sales to help manage the cost (these are things that we can offer at Businessary – it’s best to have an open and honest conversation about your budget as we will always try to make it work or guide you in the best direction for your business, even if that means you don’t sign up with us!)

In-house – $0
Employing someone to build your digital strategy – $500 – $5000
Businessary – $1,500 – $3,000

2. Content

What would you like people to do once they land on your website? If you’re not sure, enlist the help of your team and observe your own internet searching behaviours for a few days to help give you an idea. Perhaps you have some trusted clients that you could speak to about what would be helpful for them on your website. Research similar businesses to yours that have a website that you like. Write down what you like about other websites and why – this will help guide you towards what is important to you and how to prioritise.

In most cases when people are searching and clicking on a website it’s to do one more or of these things:

  1. Buy something (more for simple transactions, i.e. movie tickets)
  2. Get a quote or find out more about a product or service you offer
  3. Find out your email, location/directions or phone contact details
  4. Read a blog or review to become informed before making purchase decisions
  5. Share special offers or details from your websites (likely via social media) to friends or people in their network that might be interested.

Understanding what people expect to find on your website will help you make sure you’ve got the right buttons/forms/information/links to engage with them. The number one goal of a lot of my clients is to get the contact details of their visitors so they can follow up.

Identifying your calls to action in-house  costs $0
Employing a company  including market research, surveys and engaging focus groups $2.5k – 20K
Businessary – this is included in our digital marketing packages (on average $3k-$5k)

3. Structure

It’s important to decide the structure of your website (how many pages do you need, will there be sub pages and forms required? Do you have other collateral such as videos, images or documents that will need a logical place to live?) before you begin building it. Doing this step as a team or collaboratively can be beneficial as it’s surprisingly easy to miss something obvious! Once you set the structure you could also look to divvy up the more detailed work of what goes on each page.

  1. Text – what you have on your page is important for SEO of course, but it also needs to be engaging for your visitors or they’ll be likely to bounce off your page quite quickly. Use the right keywords, phrases and images to explain what the page is about – headlines and bullet points can help make it easier for your visitors to read and navigate through your page. Hyperlink to other areas of your site where relevant (i.e. ‘get a quote’) or to other sites for useful information. One trick we use especially for topics that might be more technical is to get a friend or family member that’s not at all familiar with your topic to read the page and let you know if it makes sense and they understand the main point(s) that you’re trying to get across.
  2. Images – this is usually my clients’ favourite and least favourite part about building a website! Sometimes you find an image that you love right away, other times you want something that truly does ‘say a thousand words’ and it just doesn’t seem to exist (or it does and it’s hundreds of dollars over your budget!). A few pointers? Don’t buy the images until you’re happy with them, you can use the proofs to get an idea of what they would look like in situ. When you do find the right image, it MUST be high resolution. Even if it ends up being compressed to help speed up your website’s ability to load, you need to start with a decent enough resolution and then crop and resize accordingly. Remember to ad your ‘alt words’ to describe your image too, it’s a good way to help boost your SEO at the same time. Some of my clients have (or have friends that have) a quality camera and they’ve been able to take some great photos of their people, office, products or local community to use – I bet you know someone that could help out!
  3. Documents – where possible, PDFs are the best option for documents on your website (for security reasons, and to help control file size). It’s also helpful to have user friendly naming conventions for your file (descriptive rather than a hodgepodge of numbers or letters that you may use internally).

Organising your own content in-house costs $0
Employing a company to write and create content including sourcing images, $2.5K – $20K
Businessary – this is included in our digital marketing packages (on average $3k-$5k)

4. Look and feel (UI and UX design)

The look and feel of the website (or interface and user experience) is one of the most important elements of your website. It can, done correctly, increase your enquiries and sales. One of the most important factors in the look and feel of your website is mobility. It’s no longer an optional ‘nice to have’ functionality of your website. Google will actually now ‘punish’ your website in its rankings if it’s not optimised for mobile devices.

Your website needs to be responsive in design and user-friendliness on mobile devices. Is it easy to navigate using the mobile version of your menu? Easy to scroll? Are your buttons big enough and forms simple enough to allow people to fill them out while they are on the go? Mobile usage is likely to only increase so this area is worth spending due time and consideration on.

Create your own design or buy a template in-house costs $0
Use a pre existing theme – $0 – $3000
Employing a web design company to custom design the look, $3K – $20K
Businessary – this is included in our digital marketing packages (on average $3k-$5k)
Click here to view sample websites or current client sites we have completed.

5. Website development

Now it’s time to actually build your website (or integrate the design you’ve created into your content management system (CMS/self-managed website). Businessary does this step for you if you have signed up for one of our packages (including instruction on how to update the content yourself if you plan on publishing content regularly in the future). Usually if we’ve done the first four steps correctly, we can create the majority of your draft website in the first go (we’d expect you to be happy with around 80-90% of the website).

Things that can help or hinder this process:

  • Images – get these right from the get go so it doesn’t distract you from the rest of the content as you review.
  • Approvals – make sure the people who need to approve the content have made time available to do so.
  • Testimonials – another one that is a regular hold up culprit – we often find if we draft them for the potential client it makes the process easier and faster for all involved.
  • Feedback – be honest, if there’s something you don’t like, tell us! We want you to be as happy as possible so don’t hesitate to provide constructive feedback.

Populating your own content  $0
Employing a web design company to create a fully functional website, $1.5K – $20K
Employing a web design company to populate all your content. $1.5K – 10K
Businessary – this is included in our digital marketing packages (on average $3k-$5k)

6. Search engine optimisation (SEO)

There are two main areas of SEO, and both are important for the success of your website. They are on-page SEO and off-page SEO/SEM.

On-page SEO
Generally this refers to using keywords and keyword phrases in the pages of your website that helps to increase your organic (free) listing in Google. You can get an agency to look after this for you, or if you have a fairly current content management system you should be able to manage it yourself as well.

Here’s some of the key areas to ensure you have used good keywords/meta tags:

  • Page title – this forms the heading in a search results list and it’s also what you’d see in the tabs of your browser.
  • Summary – this forms the text under the heading in search results – think of it as the 1-2 sentence summarising the key takeaway of the page.
  • Descriptive URLs – for example, this blog will be businessary.com.au/true-website-costs
  • Images – make sure you’ve got accurate alt text to describe your images

Doing your own on-page SEO $0
Employing a web design company to optimise each page, $500 – $2.5K
Businessary – $1k-$5k depending on page number and selected directories

Off-page SEO and search engine marketing (SEM) 
This refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). This would include PPC advertising, content creation, links back to your site and social media to name a few.

The cost factor here can change immensely depending on what platforms and approach you decide to use. Again you can take control of this yourself to save money but be aware there are pitfalls and there will be a steep learning curve required. There is plenty of information available through places like Google AdWords (which also has a free phone number to ring for support) if you would like to be a self taught SEM expert.

Doing your own off-page SEO/SEM – this can vary from free (if you just use free options like social media) to thousands depending on your PPC budget
Employing an agency – generally an agency will charge a monthly management fee, from $500 – $2.5K + the cost of the campaign.
Businessary – monthly management fee of $100-500 depending on size of campaign + advertising cost of the campaign.

7. Website hosting

All sites need to be hosted somewhere, and be securely sitting either in the cloud or on a server in a high end data center with clear back up and disaster recovery/business continuity protocols in place.

A good hosting service will:

  • Help with your site speed and fast loading times
  • Improve site visibility and SEO
  • Offer a level of guaranteed uptime (99.98%)
  • Offer a secure environment and minimising attacks
  • Backup your website content and database
  • Offer disaster recovery service
  • Offer 24hr support

Hosting – $20pm to $10K+pm

Businessary – $15pm

Ongoing support

Ongoing support is important for business and websites, you never know when you will need help. Whether it is about the hosting, domains or the website it is advised to have some level of support that you can trust. If your site goes down you need to know that it is being look into and it will be back live as soon as possible. A professional web company should take care of all this for you saving you time and stress. It is important though to understand the difference between support and paid work. Support is about making sure the website and hosting platform is functioning properly. If you require someone to add more pages or new functionality then this may come under extras and paid work.

Ongoing support – once you go live with a website you can’t just ‘set it and forget it’. You’ll need the peace of mind that your website and hosting platform is functioning properly. And in order to truly deliver for your business you need to keep the website up to date and fresh with content. It should be a living, breathing thing. The good news is that if this isn’t your strength you can outsource this task and there are a range of services scalable to your budget.

Support – 0 to $1000+pm
Businessary – site functionality and technical support is included free with your hosting, new functionality and pages may incur an extra cost.

Whichever options you choose, it’s important to get the right outcome at a reasonable budget for your business. Businessary would be happy to talk you through our process so you can make an informed decision. We want you to get a website that works for you at a price you can afford!

Source: comparative pricing based on this blog.

6 reasons you should use Google AdWords

Two of our Businessary colleagues recently attended (and got their certification at) the Google AdWords Partner Bootcamp in Melbourne, so while the information is fresh, we thought we’d share six reasons we think you (whether you’re a big business or a little one) should consider using Google AdWords.

PREFACE: Let’s be clear, though – jumping right into doing a huge Google AdWords campaign isn’t necessarily the right next step in your digital marketing strategy. We have clients that are very near the beginning of making their digital footprint so we only occasionally or minimally introduce AdWords into the plan until we have some of our website and social media fundamental platforms in place and working so that we can do a fully integrated campaign.

PREFACE, PREFACE: In our view it’s also necessary to have your digital marketing strategy in place before you spend time and money on search engine marketing (SEM) or pay-per-click (PPC). Being clear about your target audience (who are they, where are they, what time do you anticipate their search) and your products or services (how much do they cost, what’s your margin, what’s your point of difference) is going to be vital to the success of any AdWords campaign (or to the success of your business as a whole, in my opinion.)

Ok, so we’re now going to assume you’ve got a website, social media channels, and a good strategy in place! Here’s our top six reasons you should consider using Google AdWords:

  1. You can get big budget results, without a big budget! There’s few other advertising opportunities that let you set a very small budget (i.e. $70 per month) and be able to pause or change your ads at any time. It’s an inexpensive way to dip your toes into SEM and measure your return on investment.
  2. Speaking of measuring…what gets measured, gets done, as they say. There’s no clearer way of measuring your impressions, clicks, conversion rates and overall return on your investment than SEM. Make sure to be specific and realistic in what you’re trying to achieve. Ensure also that what you’re willing to spend on AdWords is proportionate to the cost of your product or service and your margins – if you are running on low margins you don’t want to end up losing money on each click! But perhaps you have a very new brand and you’re running an awareness campaign, in which case you will be happy to invest some dollars to get your impressions up.
  3. Get the most out of your website – be found. We’ve seen a lot of clients spend good time and money building an amazing website, but it can take days, weeks or months to begin to improve their organic search results and ranking. Putting together a savvy Google AdWords campaign can help jumpstart your new (or lagging) website so it begins to perform.
  4. Reach your targeted audience. Don’t waste money on clicks from people who are well outside your target audience. If you know the demographic that your product or service suits (or is best suited for), you can be as specific and tailored as possible to avoid unnecessary spend.
  5. Reach your targeted geography. This is helpful for my clients that only service customers within a range of 300 kilometres or so. There’s no need to pay for clicks from locations that you don’t service. Plus if you can be more geographically targeted, you’re likely to be competing against fewer and lesser bids (translation: you’ll save money and get better results).
  6. Test your calls to action. Not sure which of your keywords, bid amounts or placements is making the biggest impact? In Google AdWords you can run campaign experiments to find out! This can be great if you’re new to AdWords or if you’re stuck in a rut and not sure which element of your ad to change – for low risk and little to no increased investment you can essentially do an AB test with your ad and find out for sure.
Google AdWords Partner Academy, Annabel Rees, Melissa Montang, Businessary
Businessary’s Annabel Rees and Melissa Montang recently completed a two day Google AdWords bootcamp.

This of course isn’t the ‘be all end all’ list about whether you should kick of your Google AdWords campaign or not, but if a few of the reasons listed above pique your interest, let us know!

Businessary can help you weigh up the pros and cons for your business, and even provide you a tailored quote for us to manage your campaign.

Click here to contact us for more information or if you have other digital marketing questions.

SPECIAL BUSINESSARY OFFER: You’ve made it to the bottom of the article so you might be thinking Google AdWords could help boost your digital marketing results. Good news, friend.

Businessary is offering ONE MONTH FREE AdWords management (up to three ads) if you want to run a test. You’ll still need to pay the cost of the ad (min$70 per month per ad).  Simple call a Adwords consultant on 03 9662 9900 to talk about your potential ads.

You don’t need a special code, but they’re kind of fun so if you’d like to use one it’s #AdGrad16.

 

 

 

 

 

In Blog We Trust – why blogs are a smart addition to your digital marketing footprint

man blogging at computer, blogs
‘Trust me, I’m a Blogger.’

According to affilinet’s survey of UK consumers, blogs are the third most trustworthy source of information (behind friends and family). Perhaps you’ve got a good website, your social media is gaining traction: now what? Well, according to a recent independent survey, a blog is your best bet!

So if you’re blogging and sharing information on your website, you’re likely to be more trusted than journalists, celebrities and politicians! (Ok that last one isn’t all that surprising).

What does this mean for your business?

Taking the time to draft real, relevant and informative content tailored to your audience is worth more than a multi million dollar celebrity spokesperson spruiking your brand!

Have a look at the full affilinet Trust Index list below. It’s also interesting to note that social media contacts come fourth on the list. In fact, the first four items fit very well into Businessary’s approach to creating a digital marketing strategy for micro, small and medium size businesses. Building your digital marketing presence should be part of a holistic and integrated strategy, which is designed to share your key messages at the right time, to the right people and in the right channels.

affilinet Trust Index: Whose opinion do you trust the most?

  1. Family
  2. Friends
  3. Bloggers
  4. Social media contacts
  5. Colleagues
  6. Journalists
  7. Religious leaders
  8. Celebrities
  9. Brands
  10. Politicians

Further affilinet comments about the study

UK Managing Director of affilinet Helen Southgate, commented on the findings, “…I’m not surprised to see politicians at the bottom of the pile but perhaps a little surprised to see brands so low.  What is encouraging though is the role that bloggers and social media play within consumer trust. But we must as marketers respect that and not take it for granted or abuse the position of trust earned by these affiliates.

“Is this a wakeup call for celebrity endorsement? It seems consumers are growing cynical of this tactic because celebrities are also at the wrong end of the trust index. Advertisers need to work smarter and look at who’s really influencing their target markets.” said Southgate.

What kind of content should your blogs be about to be trusted?

The survey also revealed the kind of content that consumers are particularly looking for when they arrive at a blogger’s site, and tips, hints and how-to guides were what consumers were particularly after (52%), as well as content that’s on a particular area or niche interest.

Southgate added “The fact consumers look to bloggers to provide them with information about areas of specific interest, goes right to the heart of the evolution of digital marketing…The media industry has changed so much in recent years. For bloggers to have become more influential on consumers purchasing decisions, speaks to the importance of why brands need to be reaching out to them to connect with their audience, as much – if not more – than they have done with more traditional media outlet.”

Right – what’s next, how do I get a blog?

Are you convinced? I hope so. Blogging is one of the most effective things you can do to improve the digital marketing footprint and performance for your business. Done correctly, creating a blog and regularly posting good content (and sharing your posts to your network via social media) will give you one of the best returns on your time and money investments.

If you already have a website by Businessary, getting a blog is easy! Just contact me for a tailored quotation to get you started. The quote can be for just blog set up, or it can also extend to include a range of content creation or management options.

Don’t have a website with us? Don’t stress. Give us a call on 03 9662 9900 and we’ll help explore the best options for the next step of your digital marketing solution with you.