Destroy Digital

The web is constantly being woven and re-woven. The very users who want more services, more content, on-demand entertainment and openly searchable knowledge are driving change. Mobility is de facto. What used to be called the mobile web is now just the web. Everything needs to be for mobile. Everything.

We all access the web on a daily basis – from email, social media, research, shopping, navigation, entertainment, cashless payment to even good old voice communications (VOIP). Unless you are totally off-the-grid, you can’t really escape it – even if you still insist on faxing and paying with cheques.

Emergent technologies that will boggle the mind are already in play. “…the times, they are a changing”. The biggest game-changer in the last decade and a half was the smartphone. Advances in mobile browser technology and the rise of the mobile app has pretty much ensured that your smartphone (and tablet) will the delivery technology of choice when it comes to reaching your end user – 24 hours a day, 7 days a week.

Social media is always on. SMS is always on. People use search engines ALL hours of the day. In this on-demand environment, mobile platforms beat desktops every single time. Especially with location services, there is no way that the desktop can compete with a mobile web experience. When it is literally in peoples’ hands.

So, if you’ve not put much thought into how your customers (potential or otherwise) are viewing you on a mobile device, you’d better hope that your competition hasn’t either. Think how Uber has managed to disrupt incumbent taxi services the world over.

Check out where Chris goes off on his soapbox and where he also tries to buy a motorcycle jacket without using a keyboard or even leaving the studio.

This is the digital transformation that your entire customer and audience base are undergoing – if you’ve not had a digital transformation yourself, you might be in for a nasty shock- like these guys.

And yes. That is Comic Sans.

New York City photo By Paulo Barcellos Jr. (https://www.flickr.com/photos/paulobar/230134559/) [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons

The post #006 – The Mobile Web AKA The Web appeared first on A Digital Marketing Podcast - Destroy Digital.

As a local business reliant on the loyalty and custom of a fixed catchment area, brand loyalty is critical to growth. Doing this successfully requires a strong, brand and having great online content can accelerate that process. Growing revenue usually requires opening branches. A robust brand is a cornerstone to future success.

“Love some of the suggestions [you have] provided and I can definitely act on it immediately to get a wider target audience. Easy and very informative. Always good to get constructive feedback from an independent 3rd party. Well done.” James Yong, Saint James Hair Studio

Saint James has done really well with capturing a good proportion of foot traffic and turning them into repeat patrons. A busy hair salon in South Melbourne, Victoria – Saint James has been doing the basics right. They’ve won an Australian Hair Council Select Gold Salon award and they have Sassoon Academy (UK) trained stylists.

No one is surprised how loyal people are to their hairstylists. It is a highly-intimate relationship that borders on having a confidant. Like bartenders, there is a certain social behaviour of telling your stylist things that you might not share with your dearest and nearest.

This loyalty should go both ways. And Saint James does this really well. Their Instagram page is loaded with authentic pics of the customers looking happy and confident with their new look or gorgeous locks. Their clients are the stars.

Another good way of generating more relevant social content is to get customers to upload pics of themselves and to tag your business.

Check out the Saint James Instagram page here.

And their Website here.

The post #005 – Saint James Hair Studio appeared first on A Digital Marketing Podcast - Destroy Digital.

Marketing budgets aren’t complete unless they’re backed by a coherent social media strategy. Which needs to include a content creation plan and a deliberate PPC advertising plan. And the will to fund it all.

There are three phases to successfully using Facebook for your business. A Likes Phase to grow an audience; an Engagement Phase to keep them coming back; and a Conversion Phase where you ask your audience to do something for you.

All three phases will go much better when you have a dedicated budget allocated.

Likes phase – if your marketing strategy requires regular Facebook campaigns then getting people to Like your page is critical to long-term efficiency and success. Facebook charges you much more to boost/advertise to people outside of your Likes, so in the long run (after multiple boosts) you’re actually wasting budget. An ideal Likes campaign is one that runs in the background gathering a steady stream of new Likers.

Engagement phase – Current algorithms seem to restrict organic reach to roughly around 16% (best case scenario) of your Page Likes. When you have a reasonable number of Page Likes, boosting your posts means that you reach MORE of your audience.

Conversion phase – Same as the above in terms of boosting. As a rough rule of thumb, the ratio of Engaging posts versus Converting posts (e.g. buy now, signup here, join here, schedule meeting etc) needs to be in the order of 80:20. For every eight bits of engaging content, you can get two posts to ask your fans to do something for you.

Here’s an episode that’ll give you some insights on what kind of content to make.

The post #004 – Marketing Budgets appeared first on A Digital Marketing Podcast - Destroy Digital.

Understanding your personas is the first step to identifying low hanging fruit and how to get referrals – the gold standard of new clients.

Inauro Wealth Management is a boutique wealth management firm in South Yarra, Victoria. In business for more than 12 years, Inauro punches way above their weight with a higher than average proportion of high-nett worth clients. It all comes down to a solid philosophy of being responsive and maintaining a high degree of trust.

Having recently revisited their marketing strategy work and personas with Mark, he is now working with Inauro to update their marketing channels including the website and brochureware.

You can view their current website here

The post #003 – Inauro Wealth Management appeared first on A Digital Marketing Podcast - Destroy Digital.

YouTube is the #2 search engine after Google. There are a few reasons why video content is becoming more and more important online, here’s some food for thought.

The post #002 – Video Content appeared first on A Digital Marketing Podcast - Destroy Digital.

Knowing when to re-package good, engaging content and how to present it on the relevant online channels is the key to good content marketing.

The post #001 – Content is King appeared first on A Digital Marketing Podcast - Destroy Digital.

Join us to destroy dogma and shift to a new paradigm. Chris and Mark talk about what’s compelled them to create this initiative that is Destroy Digital.

The post #000 – Introduction appeared first on A Digital Marketing Podcast - Destroy Digital.