Clash of the titles: Sales versus Marketing

sales versus marketing

Clash of the titles: Sales vs Marketing

The difference between sales and marketing

The sibling rivalry between sales and marketing can raise questions about the difference in functions and goals between the two. Is there really a difference? If so, which is better? Strong sales techniques are vital in driving business revenue and growth, but who are you going to sell to if your business lacks an effective marketing plan?

Ultimately the two functions have the same end goal: to generate more revenue, so aligning the two is going to be a key factor to success.

Sales is the process of persuading person to buy from your business. It often involves some level of two-way communication that persuades a lead to become a customer. Most of the time, these leads have been generated through marketing efforts. Sales strategies could include:

  • Promotional events or trade fairs
  • Door-to-door sales
  • Retail interactions
  • Cold calls

Marketing includes market research, development of products or services, promoting what the business has on offer and creating awareness or demand for the product/service among consumers. Essentially, marketing means increasing brand awareness, consideration, and/or generating leads or prospects. Once the product is out in the market, it’s the mission of the salesperson to persuade the customer to buy the product, converting leads into sales. Marketing techniques might include:

  • Print advertising
  • Email marketing
  • Public Relations (PR)
  • Social media
  • Content marketing
  • Digital marketing

Collaboration is key 

Unfortunately, too many companies have Marketing and Sales operating as entirely separate entities. The two functions complement each other in a way that nothing else can, and separation can be a missed opportunity for collaboration. There’s a range of benefits that come from sales-marketing partnerships, including:

  1. Better qualified leads: When both teams are aligned and in frequent communication, information can flow freely from department to department. Your sales team can tell the marketing team what is and isn’t working so that the marketers can adjust strategies based on this information. Recording and noting leads means they can both focus on only targeting the best-qualified leads and not wasting time on the needless ones.
  2. Improved understanding of customers: Both teams have direct contact with the consumer but at different stages in the purchase journey. This can give them completely different understandings of their audience. Working together means that marketing can help generate content that will capture the audience the sales team are chasing. Both teams can understand customers better and have more accurate buyer personas.
  3. Increased revenues: Integration of the two departments have been proven to increase annual revenue growth by an average of 20%. Conversely, companies whose marketing and sales teams are misaligned experience a 4% decline annually – allowing for a widening difference in the wrong direction between yourselves and your competitors.

Talk to a marketing expert today

To find out more information on the benefits of sales and marketing integration, or for expert advice on the subject, call Businessary today on: 03 9662 9900.

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Don’t cancel your events, move them online

Pictures dark room with the tops of rows of empty purple chairs showing

Don't cancel your events, move them online

With ‘social distancing’, restrictions and lockdowns being the overarching theme for most of 2020, it’s been difficult for many of us to safely host events like we’re used to. Thankfully, like in so many other areas of our pandemic-impacted lives, technology has come to the rescue.

Earlier in the year, our resident Operations Manager—and all-round events guru—Sarah Jackson-Ambrose, found herself needing to adapt our plans so we could continue to bring the value-add events we love to produce for our clients. She shares her top tips to make a successful online event.

Sarah’s six top tips for great online events

Find the right webcast platform for you

Think about the whole process and what you want to be seamlessly integrated into the one platform. Can it set up a landing page that integrates with your website, send email invitations and reminders or follow ups, manage registrations? Will it provide insights and data on interests and who’s in attendance to help you plan future events?

Find engaging presenters

In reality, this is the same whether you’re hosting an event in person or online. But it’s worth thinking about what type of event or topic is suited to online, and whether the presenters’ styles are suited to the screen.

Have a detailed run sheet, and keep the personal touches

While, as a presenter, you might feel like you’re ‘just talking to a screen’, you actually have an engaged audience out there. Having a detailed plan is just as important for an online event. While you can cross ‘let people know where the bathrooms are’ off the list, it’s still great to have an MC who talks your audience through the agenda (and then keeps your presenters on track with it!). Have a Q&A process for interaction, and tell your audience how to engage with you at the start

Check the tech

Give your presenters confidence with a run-through a couple of days before the event. This ensures you all know the flow of the event, and have the technical requirements on your computers. Presenting nerves might still be a thing, but knowing what to expect will alleviate some of it. We also provided our registered attendees with a link to check their systems in advance of the event, and they’ve told us they appreciated it too.

Think about what’s in your frame

You’ll most likely want to avoid being the next viral sensation, with an awkward situation unfolding in the frame behind you. Let your family or housemates know what time you’ll be presenting online, and close the door to avoid unwanted guests or extra audio. If you have a branded banner, why not put that in your background for extra brand recognition, and a professional look.

Ask for feedback

Send a quick post-event survey to understand what worked well, or what you might do differently next time. A small competition could help to encourage attendees to share their thoughts. Think about how you might acknowledge the feedback, and use what you can for future events.

The upside of online events

While not all of the face-to-face benefits transfer (and believe us, we’re as excited as anyone to meet in real life again!), there can be extra benefits to online events. To start with, the location is convenient for everyone! How many times have you been invited to an event, only to find it’s on the other side of town, and in the opposite direction to home? Attendees can join an online event from almost anywhere.

It can be easier for attendees (and even presenters) to find the time. Before or after work events can clash with family or personal commitments, creating a barrier to attending. An online event requires no travel time, so attendees ‘only’ need to keep the event time free—though we know that’s not always as easy as it seems!

We also found we could host more people for an online event than we might have been able to in-person. Over 250 people registered for our last event, allowing us to share valuable insights and support with even more clients and prospective clients.

Take your event online

So whether you’re looking to start hosting events, or you’re missing meeting face-to-face, an online event could be what you need to engage with your clients on a new level. Try it out, we’d love to hear what you think.

If you want to know more, please give us a call on (03) 9662 9900.

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What 8 things could you do to grow your brand today that doesn’t cost any money?

grow your brand

What 8 things could you do to grow your brand today that doesn’t cost any money?

Do you want to grow your brand and your business, but you’re not ready to invest in additional support or services? Or are you a start up business with a budget appetite set to ‘FREE’ for now? Good news! There is plenty you can do yourself, NOW.

Check out our top 8 actions below and get cracking! And remember, we’re only a phone call away (03) 9662 9900 if you have questions or need some assistance.

8 ways to grow your brand (right now, for free)

  • Audit your brand and social media strategy and your channels – what is your target audience? What channels does your target audience leverage? What does your presence look like? Does it appeal to that audience? If you’re not sure, ASK some loyal clients or friends in the demographic that you’re trying to reach to give you feedback.
  • Define your brand’s voice – creating a consistent style and personality will help you shine through the noise, and perhaps a bespoke hashtag to use with your posts. It’s also much easier to sit down with your team and brainstorm/workshop content ideas and put them in the calendar instead of trying quickly to come up with something last minute each week.
  • Create a content calendar – determine your frequency and then find a consistent time of the day/week to post when you have peak traffic (and so your followers can anticipate your posting rhythm).
  • Network within the network – Facebook and LinkedIn are great for this. There is very likely a number of groups out there that suit your business, but it may take a bit of searching and creativity to find them and request membership. And once you’re in, your job isn’t done – what are the rules for the group, how can you engage? Can you make a special offer exclusive to them or is direct marketing prohibited? If you’re not allowed to do that, then you need to make an effort to regularly and genuinely engage with the group to lift your brand’s profile.
  • Activate your biggest secret weapon – your people! Most of you are great businesses, so I can make the assumption that you consist of great people. These people can be your biggest advocates. They can also help you to ‘beat’ the social media platform’s algorithm. Ask your people to SHARE or at least comment on your posts to amplify your message – it can have exponential results!! (Also note that ‘likes’ don’t do a great deal so a comment or better yet a share is what you’re looking for).
  • Engage with influencers – now with this I don’t mean pay someone on Instagram to spruik your brand. Rather, find symbiotic individuals or companies that are considered thought leaders within your industry and begin to follow them, comment on their posts using your brand’s account, share their content to your company page, etc. You’ll be surprised how many people following them will also take notice of you if you add interesting and informed commentary.
  • Always respond to comments – positive or negative one of the most important things you can do is to respond to comments, and quickly. Many businesses get nervous about responding to negative posts, but have a think about negative reviews you’ve read – a professional, polite and constructive response often leaves the reader feeling more positively about the brand.
  • Review your results – which posts had the most reach? What was the topic, timing? Learn from your audience about what they like and want to see more of – or if you’re not sure you can do a survey or a poll and get more quantitative view.

And then once you are seeing results and have a little bit to invest in your marketing, you can consider inexpensive steps like social media ads or work to optimise your website for search. You can often get a much greater engagement, measurable results and increased return on investment than traditional advertising like print, radio or television (and typically less expensive than Google Ads).

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Top 6 reasons you need to be investing in SEO

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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.

1. 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.

2. 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.

3. 94% of Australians use Google when they’re 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.

4. 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.

5. 70% of people click on the SEO listings

Compared to that of 30% of customers who click on Google Ads. 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.

6. 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.

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

Setting up your Google My Business Page

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.

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What determines the cost of a website? – Businessary

Need new website, website cost

What determines the cost of a website?

If you’ve ever built or gotten quotations for a website you’ll have learned that website costs 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

  • What are your website goals – what do you want visitors to do once they get there? What’s the purpose of your website?
  • 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.
  • 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).
  • 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.
  • 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:

  • Buy something (more for simple transactions, i.e. movie tickets)
  • Get a quote or find out more about a product or service you offer
  • Find out your email, location/directions or phone contact details
  • Read a blog or review to become informed before making purchase decisions
  • 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.

  • 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.
  • 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!
  • 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)

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 website 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.

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How to Build a Successful Google Ads Campaign

How to build Google Ads campaign

How to Build a Successful Google Ads Campaign

Are Google Ads right for your business?

Determining if Google Ads are going to be right for your business is the first step to growing your business online. Knowing how to run a successful Ads campaign would be the next step.

So, if you have already established that Google Ads is the right fit for your business then you can start mapping out your plan today. If you’re still not quite sure and you’d like to find out, you can get a FREE consultation from one of our Google Ads Consultants.

Here’s our guide on how you can set-up a successful Google Ads (formerly Google AdWords) campaign.

  1. Establish your goals & select your keywords

A goal for your business for example might be to grow your sales to $1,000,000 or generate brand awareness for a new service offering. Regardless, the best tools to find out what level of demand there will be is to use Google Keyword planner that you will be able to find selected keywords that will attract buyers and generate revenue for your business.

In addition, you’ll need to understand the keywords you want to use and whether they are the right keywords that are going to drive business for you or not. Ways to check the relevance of keywords include doing a manual search in Google and see what businesses come up in the ads and more importantly the organic section of Google.

  1. Audit your website to for conversions

You may need to rebuild or buy a new website all together if your website is poorly optimised and constructed. Everything from the content on the page, URL structures, main headiness right through to the appropriate use of call to actions. Make sure that your ads are going to match the landing page you are going to send them too. Loads of businesses lose a lot of money on AdWords due to poorly optimised websites.

  1. Selecting your target locations

Using the advanced settings in Google Ads, make sure you are setting up your locations(s) correctly. If you are targeting Australia vs specific parts of Australia not its entirety,  e.g. you may be national company but want to exclude the rural and less populated areas of Australia.

If you are targeting capital cities, you can select by radius or on a postcode basis. Both options are different and will also have an effect on your campaign results.

  1. Campaign vs. an ad group

Firstly, you need to identify what campaign type is the right one for your business, as there are now many options including search network, search network with display, display network only, shopping or video. In addition, you’ll need to decide if you are wanting to create a brand-new campaign or just ad an ad group to an existing campaign.

Setting out your business goals at the start will enable you to map out a plan at the beginning rather than having to re-evaluate later on.

You may decide to create a unique campaign for each city or a new campaign for each different service offering. Each method has its pros and cons.

  1. Research

Before drafting your own ads, do your research first and have a look at what your competitors are doing, even start a file to store your competitor’s ads if you find this useful to remember and refer back to later.

This shouldn’t be used so that you can ‘copy’ their ads but more so you know what other people are offering or special offers that might be on the marketing a working well to help get some ideas flowing.

We strongly advise you to come up with a value proposition for your prospects which is going to entice them to take action when landing on your page. Driving traffic but not leads is only useful for branding exercises, which have no clear monetary goal (e.g. engagement campaigns).

  1. Ad-Copy

Great content gets the clicks, great website gets the converts!

Have a think about what your customers’ real problems are and how you can solve them. If you’re not sure of what a great offer would be you may need to have a chat to a sales professional or your top sales person and find out what your customers’ problems are to help you come up with an offer.

Split testing offers can also be helpful if you’re not sure which offer is going to work; however, this will be dependent on your Ads budget. We wouldn’t be recommending split testing on budgets less than $500/month.

Want to know more?

In creating a successful Google Ads campaign there are many more elements to consider, however the purpose of this blog is to help you get started. For any deeper knowledge on starting your Google Ads campaign we recommend that you contact a Google Ads consultant to get you started. Or call Businessary on (03) 9662 9900 for a free consultation.

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4 Reasons You Should Invest In Google Ads (formerly Google AdWords)

invest in Google Ads

4 Reasons You Should Invest In Google Ads (formerly Google AdWords)

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

1. Get to Page #1 FAST with Google Ads (formerly Google Adwords)

If you are eager to get onto page #1 then Google Ads 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 Ads consultant on how to get to page #1 using Google ads.

2. Target customers that are READY TO BUY

Google Ads are 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. Feature at the TOP of Google Results

Google allows the Ads 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 Ads 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.

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Why does your insurance business need a digital presence?

Does your insurance business need a digital presence

Why does your insurance business need a digital presence?

What if we could marry up some of the best elements of traditional insurance broking, with the ease, availability and convenience of online business?

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:

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What’s wrong with my current website? Find out if you need a new website.

Need new website, website cost

What’s wrong with my current website? Find out if you need a new website.

We often see small-to-medium businesses balk at getting a new website when they have an existing one. And you know what? If that website is working for that business, more power to them! But if the website isn’t performing and helping you achieve your business objectives, perhaps instead of asking yourself if you can afford a new website you should be asking yourself if you can afford NOT to have a website that does what you want it to do.

Reasons you should stick with your current website

There are a number of reasons why you should stick with the website you have:

  • It does what you want it to do. If your existing website gives you more good leads than you know what to do with (good problem to have, friend!), or you’ve already got too many clients and not enough people or resources to service them, you’re probably ok to let it roll on!
  • It’s easy to update with fresh news, photos, blogs, information, and you regularly do so.
  • You’re not clear on your business purpose, services, products or pricing – in this case we would say perhaps hold off on a new website until you’ve got the right strategy underway.

Reasons to consider a new website

However, there are a number of reasons you SHOULD consider a new website:
  • It’s not performing the function you want it to (i.e. giving you new business leads, making life easier for existing clients, lifting your brand profile.)
  • Your website isn’t mobile optimised? You definitely need to do something about it. Google punishes those sites that are not mobile friendly. Not sure if your site is mobile-friendly or not? No problems, Google gives you a tool right here to check.
  • Your website looks stale, amateurish or outdated, this could reflect poorly on your business (did someone on your team create your logo with clip art on a PowerPoint? This is you.)
  • You’re unable/not easily able to update the content (text AND images) on your website, or you have to pay every time you want it done.
  • Your information is hard to find or your website requires too many clicks – poor user experience can cause potential clients to look elsewhere!
  • You’ve added lots of pages and content (good on you for trying to keep the site alive), but now you’ve gotreally long URLs and many sub directories…guess what? Google probably doesn’t like you very much so your page may be relinquished to ‘the best place to hide a dead body’ – the second page of Google.

Don’t have a website at all? Check out our top 10 reasons to get one!

Did you know?

Businessary can help you to review your existing digital presence or build a new website. Find out more about our websites or contact us for a free, no-obligation quotation.

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