Embrace digital marketing & get more customers online

According to the Irish Times, 63% of Irish small and medium size enterprises now have an online presence.  This is the first step for business acquiring customers online.  However, what many small businesses have found, is that creating a website is by no means a guarantee of success online. So many times, over the last 15 years or so, businesses owners have come to us exasperated that they have got no customers from their website despite spending thousands on getting a website developed and published on the Internet.  I’ve lost count of the times I’ve had to explain to people it is not the case, (akin to the Field of the Dreams) that if you build it they will come.  I often give the analogy that, instead, it is like building a shop on the moon.  It might be the sleekest shop, selling the best brands at the cheapest prices, but if people are not aware of its existence people will never visit your shop and never, ever buy from you. So what are your options as a small business owner?  How do you get people to find out about your website and get them to become your customers?  Thankfully there are several options.  Some are no-brainers and can give you a jump on your competition.  Others require an investment in time and/or money.  Below we look at a few of these: Build your website to best practise Your website needs to be functional.  It needs to make sense.  When a prospective customer arrives on the site the path you want them to take and actions you want them...

Death, Taxes & The Google Algorithm Mobile Usability Update.

There are only three things in life we can be certain off – that’s Death, Taxes & Google algorithm updates! There is growing evidence that Google recently released a new algorithm update relating to mobile usability. Reports across the web are beginning to surface relating to websites with mobile usability issues seeing ranking drops and consequent traffic declines. This is not a surprise. Google’s modus operandi has always been to give its users the best search experience. So with the explosion in mobile devices accessing the internet in recent years, Google were always going to turn their attention to mobile website usability or in other words, how website’s performed on mobile devices. In recent weeks, Google had been sending out warnings to Webmasters (through Webmaster Tools) advising them if their site had mobile usability issues. They have also encouraged users to visit their “test your site is mobile friendly page” and provided suggested fixes for sites that don’t make the grade. The are no doubt a lot of small business owners shaking their heads in disbelief. Their new website, only months old, that was beginning to see big gains in rankings and traffic is suddenly hit (or the expectation is going to be hit) by this new mobile usability update. So if you find yourself in the situation of having a website that does not look good or perform well on mobile you need to consider what you are going to do?  Google’s suggestions range from tweaks, to theme updates, to websites depending on the situation you are in. We would suggest your first action should be, is to...

A Strategic Approach to Digital Marketing

So SWOT Digital is our new company.  Mark and Myself are excited.  We are driven. We are focused.  We are results orientated.  We know what success looks like.  We have a plan.  We have a strategy. I thought in this first post, I’d discuss a strategic approach to digital marketing.  I am not trying to be all high and mighty here and I don’t profess to be a know-all.  However I do get strategy, I understand it’s huge importance in business, in digital marketing and many aspects of every day life! Without a strategy, without a plan we’re fairly stuffed as human beings.  Our businesses processes will not be efficient and our organisations will just not work and succeed as well as they might. The components of a Digital marketing strategy So we will consider digital marketing strategy here but the takeaways can be applied elsewhere. So where do we start?  First, we get a handle on where we are right now in the market place.  What we are doing, what our competitors are doing, the products and services we offer how they are priced and delivered.  We look at out existing customers, our potential clients and other stakeholders.  We examine our website and what we are doing right now digitally.  Our advertising, our marketing, our PR, our SEO, our social and all the other inputs.  Now we look at our outputs,  What are the current results of our existing endeavours – for what we put in, what do we get out. There’s a lot in it, but it’s logical.  Think to yourself and brainstorm these things in detail identifying...