East Anglia in Business – Digital Marketing: What You Need to Know in 2019

East Anglia in Business – Digital Marketing: What You Need to Know in 2019

We were delighted to be featured in the first ‘East Anglia in Business Magazine’ distributed to over 10,000 business and business leaders in East Anglia. Read article here: http://eastangliainbusiness.co.uk/digital-marketing-what-you-need-to-know-in-2019/

Digital Marketing – What you need to know in 2019

 

Since the millennium, digital marketing has become a part of how almost every company, from multi-national to sole trader, attracts new business. For many, their strategy depends on their customers, with consumer marketing often engaged in sophisticated digital marketing. But should every business be paying more attention to their customers online in 2019? We asked Sarah West, digital marketing expert and founder of East Anglia-based Full Mix Marketing, for her advice:

 

Find the right balance

 

Whilst many businesses make digital marketing their sole focus, others believe it provides fewer opportunities with their specific customers. The answer typically lies in-between.

If people are actively searching online for your product, a well-designed website, search engine optimisation (SEO) and digital advertising (PPC) can be highly effective. If what you deliver needs more introduction or explanation, resources might be better directed towards social media or offline marketing. If you know who your target customers are, the best results often come from marketing directly to them. This has historically meant direct mail or print advertising but may now include digital methods like email and online display advertising.

The right mix of marketing should focus on whatever creates the greatest return. Customers don’t usually recall how they discovered your business, so blending digital, offline and direct marketing will likely remain the most powerful approach in 2019.

 

Use content effectively

 

With three-quarters of Brits active on social media it’s a very powerful tool.

Facebook remains a strong way to target consumers, though its demographic is aging and Instagram can be strong for under 35’s. Neither are particularly effective for targeting businesses. Twitter has grown as a news source but requires more frequent posting as it displays most Tweets in chronological order. It can be used to target businesses too but is typically less effective than LinkedIn. If you’re looking to reach company decision-makers, LinkedIn is often most productive. Businesses can’t invite users to connect to their page, so grow your personal following and share your business’s posts.

With the sheer increase in content, quality is critical in 2019. For consumers, content needs to be fun and engaging but relevant to your product. For businesses, overtly salesy messages are increasingly ignored. Reporting even minor developments from your business will be more effective at attracting genuine customers. Video content was predicted to dominate online by 2020. It’s undoubtedly popular but growth has slowed as users still value the immediacy of text and images. Videos should be short and contain key messages within the first ten seconds.

 

Dress your shop window

 

Before developing your website, evaluate its importance in 2019. Whatever your business, almost all potential customers will look you up online. Your website must meet their expectations and provide the information they need. If it’s old fashioned or difficult to use, they may think the same of your business.

If you’re actively seeking customers online, your website is a shop window and needs to be more appealing than your competitor next door. However, before investing in a new website, use tools like Google Analytics and Google Keyword Planner to understand the number of visitors you are, or could be, attracting. A new website alone may not increase visitors but could improve sales conversion.

Content and functionality are almost always more important than looks. Over 50% of traffic is now from mobile devices so use your smartphone to evaluate your visitor’s experience.

 

Promote yourself

 

Search Engine Optimisation is complex but the principles remain relatively simple in 2019. More than ever, Google, Bing and other search engines want to provide users with the very best content.

There are three main factors:

The first is Structure. A high-ranking website opens quickly, displays securely on all devices and is easily understood by search engines.

The second is Relevance. A website with lots of appropriate content will appear higher in search results. Specific landing pages and fresh text like blogs will help but old-fashioned tactics, such as endlessly repeating keywords, can backfire.

Finally, Authority measures how respected your website is and is demonstrated by links from other websites. Blogs and press releases published by respected websites will help but excessive links from low-quality sites can be harmful.

Google AdWords may have become Google Ads but pay-per-click (PPC) advertising in search results remains highly effective. Again, quality management is key in 2019, as one website visitor who buys is worth hundreds who simply visit. Conversion tracking is a good way to evaluate what works. Even if visitors are unable to buy on your website, you can track other behaviours to ensure you’re targeting the right searches. Customers are unlikely to choose your product after just one visit. Remarketing displays an advert on other websites which visitors to your website subsequently see. It’s strong for boosting sales and can include HTML5 animated adverts. Searching may not be the only way customers discover you online. Display, social media and affiliate advertising may also be an effective part of your digital strategy in 2019.

 

Be direct

 

Despite GDPR regulatory changes, email remains a powerful part of digital marketing in 2019.

It’s no longer possible to target consumers without their prior permission but email is a great way to stay in your existing customers mind’s and maintain loyalty. The rules for targeting businesses are largely unchanged. You can speculatively email businesses but you must provide an opt-out and be sure they have a ‘legitimate interest’. Keep your email’s title descriptive and include at least one piece of news. Open rates significantly reduce when business recipients believe an email is simply selling to them. GDPR means direct mail can now be even more effective. Costs are higher than email but response and retention rates are typically higher too. Worth considering in 2019.

Sarah Presents at Cambridgeshire Chamber Event at Duxford

Sarah Presents at Cambridgeshire Chamber Event at Duxford

Our MD Sarah was delighted to be the key speaker at Cambridgeshire Chambers of Commerce Safari Networking at Duxford Imperial War Museums on 22nd January 2019.

Following networking under the wing of Concorde, Sarah presented her hints and tips for “Ensuring Your B2B Marketing Flies in 2019”.

We’d like to thank Cambridgeshire Chambers of Commerce for inviting us and all our fellow members for their great questions and engagement.

New George Moate Website Launched

New George Moate Website Launched

Building on our recent rebrand of this innovative British agricultural machinery manufacturer, we’re delighted to launch a new and improved website for George Moate.

To support the stronger and more sector-specific branding, we’ve built a modern and responsive website which better showcases their unique range of products. The website is also accompanied by a glossy 12 page physical brochure which details their products. Both the website and brochure focus primarily on their unique and patented TillerStar – the world’s only one-pass tiller for root vegetables.

Explore the new website here: http://www.georgemoate.com

Full Mix Marketing Featured in EDP Business

On Monday 14th January, Full Mix Marketing’s was featured in a full page article in the EDP’s Business section:

Brexit ‘Could Help us Grow Even Further’ Says City Marketing Boss

The boss of a Norwich marketing agency reckons a Brexit decision could actually have a positive effect on business – helping to double last year’s profits.

Sarah West, who formerly worked as the marketing manager for Hoseasons before starting her own business Full Mix Marketing, said: “Brexit could actually make people decide to plough more money into marketing to stand out from the opposition as things get tougher.

“A lot of businesses really understand the need for strategic marketing.

“Also, if money is tight, some businesses may choose to save the investment in employing a marketing person and go to an agency like ours instead – whereby you could get the expertise of a whole marketing team for the same price as one marketing person.”

With this in mind, Sarah is aiming to double 2018’s profits this year and has just recruited a new experienced senior digital marketing member of the team. She is proud of the fact Full Mix Marketing has just helped in the rebranding of a Norwich-based luxury travel firm and recently employed to work on a media agency’s website.

“Marketing is key to the growth of most businesses. The more customers who understand what you deliver, the more who are likely to buy,” adds Sarah.

“The year 2019 is going to be an exciting but unpredictable year and we’re eager to help businesses get themselves in a great position with really effective marketing.”

She said that although they were getting involved in several digital projects, interestingly, clients were also asking for offline services too, with help in marketing for direct mail and newspapers.

Having gained recognition including a 2018 Institute of Directors award, Full Mix Marketing is now looking to help even more businesses towards success in 2019.

They offer services in all kinds of areas including web design, SEO, search engine optimisation, social media as well as business branding, content and PR.

The agency is currently providing 20% off all the strategic, digital and creative marketing for projects begun before April 30.

Read Article HERE

Full Mix Marketing Break from Norm with 20% Discount

Growing marketing agency Full Mix Marketing are offering a discount on the marketing they deliver to help companies make 2019 a great success.

Though not traditionally an industry which offers discounts, the East Anglia-based marketers are providing 20% off all the strategic, digital and creative marketing they provide throughout 2019, for projects begun before 30th April.

“We’ve grown steadily since 2016, built a very talented team and gained some great clients” states Sarah West, founder and Managing Director. “We’ve appreciated the help and support we’ve received along the way and want to do something to help others.”

Led by the award-winning Chartered Marketer, Full Mix Marketing has developed a reputation for providing strong results through marketing for an expanding list of businesses. Having gained recognition including a 2018 Institute of Directors award, Full Mix Marketing are now looking to help even more businesses towards success in 2019.

With the new year a time when companies often contemplate how they can reach their goals, Full Mix Marketing have reduced the costs of digital, creative and strategic marketing by 20%, regardless of the project’s size, if started before 30th April.

“Marketing is key to the growth of most businesses. The more customers who understand what you deliver, the more who are likely to buy” adds Sarah. “2019 is going to be an exciting but unpredictable year and we’re eager to help businesses get themselves in a great position with really effective marketing.”

As one of the few strategic and results focused agencies in East Anglia, Full Mix Marketing have worked with companies across sectors to deliver the most effective marketing for their resources. However, they predict digital marketing will remain many businesses’ primary focus in 2019 and have recently recruited an experienced senior digital marketer to further increase their capabilities in web design, PPC, SEO, social media and other online marketing.

The 20% discount will also be applicable to all offline, creative and traditional marketing they deliver, including graphic design, advertising, marketing materials and PR.

Want to get more from your marketing? Contact us for more support.