Destroy Digital

Last week we touched on a question from Andrew, “How much for social media?”. This episode, we take the time to unpack that question. Like most business owners, Andrew’s not really sure if he’s getting value or is he being ripped off. And let’s face it, the real question here is “What do I want my social MARKETING to achieve?”

Social media is about engaging your audience with  content that they find relevant. There is no other marketing tool that allows you to speak directly to your clients at such a personal level. For business owners who love their customers, this is gold. So, give them gold. Have a conversation with them. Invite them to be a part of your business story.

Can you afford to not be on it? Is your competition stealing a march on you? Are you unable to offer your services because no one knows who or where you are? Because they are spending their dollars elsewhere?

A local coffee shop owner once told me that he didn’t need social media, that his customers all know him and that they aren’t on social anyway. He then went on to say that he did lose customers as they moved out of the neighbourhood but they didn’t get replaced. So, he was seeing a slow decline. However, some of the other cafés in the area were doing really well. It was then suggested to him that while his customers might not be on social, he really needed to be to reaching out to people who weren’t his customers…and convert them or someone else will.

You don’t have to use them all. Choose the ones that best fit your audience.

Twitter – wrap it in a narrative shell.

Thanks Andrew for your question, here’re more links for further research if you are so inclined. Hope this was useful and gave some perspective to your situation.

Have a look at Carême Pastry for a good example of social media that works for them. Gary Vee? – check him out here. Listen to Dr Tor Aleti, RMIT – The episode with all the Twitter you need.

Finally we also followed up with Eileen from Clove Tree Hill and the good news is that ‘bookings are up!’ That is just great news to us. Love it! She and her team have really found new and creative ways to express what they do. The shift has been subtle but very noticeable. Awesomeness. Have a look at their website to book in to that perfect Bali holiday you deserve.

The post #046 – How Much For Social Media? appeared first on A Digital Marketing Podcast - Destroy Digital.

Part Two to our Kakadu ‘adventure’. In this episode, we continue adding to the picture that is Kakadu National Park. A place owned by a people with stories as old as the land itself. Pairing a podcast app and Dreamtime stories, Chris and Mark suggest how this simple combination can create a more immersive experience for your audience.

What a great couple of episodes. We are truly stoked to have been asked to review Kakadu Tourism. In the course of doing this, we realised that Australia has such unique stories to bring to the world. Stories told by a culture that is older than recorded history. Stories that are told no where else. What a uniquely marvelous legacy.

Listen to our podcast episode to get some of the basics on what it takes to get a podcast going…

Finally, we answer a question from Andrew. He asked, “How much should I pay for social media?” How much, Andrew? Listen to find out the answers.

Image credit Daniel Ordoñez @dordonezdu

The post #045 – Kakadu Tourism – Part TWO appeared first on A Digital Marketing Podcast - Destroy Digital.

Kakadu National Park. Welcome to the Dreamtime, where there are 6 seasons in a year. When the colours change and the land transforms. Owned by the traditional owners, Kakadu Tourism is the peak body that looks after all tourist activities in the park.

Five tribes working in harmony. Bringing the stories and the wisdom of one of the oldest human cultures in the world. The sheer sense of wonder and amazement that comes with the total immersion in this ancient Aboriginal land needs to felt to be believed.

In this episode, we were asked to review what improvements that can be made to bring their digital game to the next level. Listen on and hear what morsels (nuggets?) Chris and Mark come up with.

The post #044 – Kakadu Tourism – Part ONE appeared first on A Digital Marketing Podcast - Destroy Digital.

Like ebony and ivory, online and offline marketing could live together in harmony at The Comic’s Lounge – Melbourne’s premier comedy venue. Another killer application would be doing podcast marketing with a…podcast.

The Comic’s Lounge is easily one of world’s top comedy venues that has hosted comedy greats from Adam Hills to Chris Rock. They really don’t need any more publicity…or do they? It’s show business after all and it is all about bums on seats – selling tickets is where the game is at for the Lounge.

Slow down the marketing and publicity wagon and people soon forget who you are…the same goes for venues. So, the people behind The Comic’s Lounge work very hard with a tried and true method to keep drumming up an audience. They literally bring their ‘A’ game by having a dedicated team of door-knockers go from office to office selling tickets.

By all accounts this is working, but the real trick in this day and age is to integrate your offline activity with your online presence. There’s heaps of benefits and a major one here is tracking and accountability.

And finally, having a podcast is the perfect vehicle to raise publicity, drive audience engagement and ultimately sell more tickets. If you want the details, it’s all laid out in this episode of Destroy Digital.

If you’re looking for the links referenced in the episode here they are. Episode 39, where we talk about Green Horse and Episode 37, where we talk landing pages with Nudo Weddings.

And as a reminder, The Comic’s Lounge website can be found here.

The post #043 – The Comic’s Lounge appeared first on A Digital Marketing Podcast - Destroy Digital.

This year, Chris and Mark make some promises, some resolutions and have a few laughs.

Christmas is done, Sock Rudolph is off on his holidays and as New Year’s resolutions go, we promise to continue to bring you (our lovely listeners) more destroying, more insights and more laughs.

Just for the record – if you put our episodes back to back – we’ve been talking for 21.5 hrs (almost a full day)…thank God we love the sound of our voices and we hope that you do too.

Now go destroy something today.

The post #042 – New Year; New Laughs appeared first on A Digital Marketing Podcast - Destroy Digital.

For those of you who’ve noticed that we didn’t upload any episodes over the holiday season, thanks for the messages. For those who asked if we are ok, ‘Yes, we are alive and well.’

So to clarify, Chris and Mark are finally taking a break till the New Year…but Sock Rudolf (our holiday intern) is manning the Destroy Digital offices over the festive season. He’ll also be uploading our end-of-year, wrap up episode when it’s ready.

PS Yes, that IS Comic Sans…he’s such a muppet.

—- UPDATE! —-

Chris here, I finally got around to editing this episode. It has been a massive end of the year, so thanks for sticking by us

The post #041 – Season’s Greetings! appeared first on A Digital Marketing Podcast - Destroy Digital.

Modern digital marketing tools make targeting your customers by geography easier than ever. A location based marketing strategy is a good way to not only maximise your digital ad spend. It totally helps to make sure your search marketing efforts reach the right audience.

Why do you want to market to people you can’t service? A lot of businesses make the simple mistake of advertising in places that they either do not have a presence or are unable to service. An example would be running ads nation-wide when you’re only a state-based business.

Oasis Accounting is based in two main locations. The principal, Faizul is a certified tax accountant that has a loyal client base that’s been built up mostly via recommendations and word-of-mouth. However, a good tactic to ensure that he extends his reach is to have a website that lists the locations that he services.

It also makes sense to then create search-based ads and organic content that spell these locations out. So that when someone is searching for services in his area, he stands a better chance of being found.

If you have a local offering, it makes good sense to prioritise your efforts. Making sure that you show up in local search listings is critical. From paid marketing to organic search marketing, ensure that you’re location and address is part of the mix. Make sure your address and location is current with Google Business listings, Apple Maps and is Facebook.

Check out Faizul’s LinkedIn profile here.

If you’re a local retail business, this episode covers some really effective things you can do that the big chains can’t.

The post #040 – Oasis Accounting appeared first on A Digital Marketing Podcast - Destroy Digital.

When is social media marketing more appropriate than search marketing? It depends on whether your offering is something that people already know they need. If they are looking for you, then Pay-Per-Click or Organic search marketing (AKA ‘pull’ marketing) is your game. However, if your offering is not well known then ‘push’ marketing via social media is for you.

Thanks to the tools available to digital marketers, you can be very specific on who you market to and where. This means you’re able to tailor your message and craft a call-to-action that will best get your audience to convert.

For the purposes of this episode, we are going to cover Facebook and Instagram. The ins-and-outs are quite easy to master. Especially with the basic tools that they provide. Having some insight into your audience will best inform you on how to target and re-market to your customers.

Green Horse is a local Melbourne (Northcote specifically) fashion, beauty and homewares retail store who specialise in organic, fair trade and sustainable brands. With Christmas coming up, Facebook and Instagram advertising are perfect for driving more traffic to their online store.

A really good way to draw your audience into your online store is to identify ‘draw card’ products and advertise them to your wider audience. For Green Horse, we think that their organic hand soap or their vegan leather bags are great products that not only tie in with their brand voice but will also attract potential customers.

Use social media adverting like it was an online shop window. The right merchandising strategy will bring customers into your online store.

Check out the Green Horse online store here.

And their Instagram here.

The post #039 – Green Horse appeared first on A Digital Marketing Podcast - Destroy Digital.

Is it a good idea for a small business to be using Facebook as a website? The Vegan Market of Melbourne relies on both Facebook and Instagram to disseminate information and for publicity. They also use it to keep in touch with market goers. And so far, it works!

If you’re just starting out, it could be a great idea. It ticks most of the boxes that you need a digital platform to do for your business. It’s a no-cost way to get the word out on your business. It is a great way to keep in touch and communicate with your customers. Messenger is surprisingly quite good for that. If you use Events, you’ll also see how easy it is to drum up publicity for your event. However, there are limitations.

Generally, the moment you’re getting reasonable traffic is probably when you need to be moving away from using social media as your main online property. The Search Marketing opportunities that you miss out on are definitely worth the price of a website.

However, the biggest thing that you get is ownership. A website allows YOU to own the content that you put out. Posting content on social media doesn’t guarantee that your users will see your content. When you bring people to your website – YOU decide what they see and how they see it. The traffic that your content garners will also be yours – this traffic can be leveraged for revenue.

And finally, what if your main social media platform decides to delete your page? Rare, but it has happened and since you don’t really own the platform…too bad. You are totally at their mercy. Read their Terms and Conditions. Too many content creators have found this out too late.

Bottomline here is that when you find yourself not being able to execute digital campaigns that you need to grow, such as landing page campaigns or curate a blog or facilitate an email campaign…that’s the time to get a website.

If you’re in Melbourne on the first Saturday of every Month, this Vegan Market might be just for you. And if you’re a vegan, this Instagram account might just be for you.

The post #038 – Vegan Market Melbourne appeared first on A Digital Marketing Podcast - Destroy Digital.

Weddings don’t really have to cost your home deposit. Seriously. At half the cost of a regular wedding, you’ll still be able to have your smashed avo for brekky (or lunch, if you’re so inclined). Nudo is here to make your day and their landing pages need to say so.

Making sure that your audience can find your new and improved solution is critical to any disruptor. From your website to your landing pages, you need to be very clear about your offering. Why should a customer go with you instead of the run-of-the-mill solution?

Websites usually aren’t a hard sell environment. They are usually a demonstration of expertise and trust. However, making your landing pages do the sell is exactly what they are for.

Using landing pages to drive enquiries is a legitimate way to sell the dream. Different people have different buying triggers. Each landing page can carry a different message for each audience. This way you can create a stack of messages that cater to them without diluting your main brand message.

Can’t say this often enough. You need to test. And then test again. This is similar to constantly getting customer feedback. A/B Testing needs to be built into your marketing DNA. It’ll really improve your conversion rates.

Check out the Nudo landing page here. And their corporate website here.

The post #037 – Nudo Weddings appeared first on A Digital Marketing Podcast - Destroy Digital.