We up-skill business owners and staff to create, shape, implement and improve in-house digital marketing strategy. And we’ll help you achieve all this in less time, on budget and without the head-spinning techniques and tactics. Using our PASI®️ Coaching Framework, we teach you the fundamentals of successful digital marketing. It’s on this solid foundation that you’ll build your systems and move onto your actionable plan.
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Business owners, managers!!!
You read yourselves to sleep at nights. You have a good grasp of what you should be doing to market your business online. But knowing and doing it are entirely two different things.
We have seen too many businesses stuck in a vicious cycle of information overwhelm. Always learning but never taking sufficient actions to grow their business. That’s where we come in— seminars and workshops have their place, but when you are building a business, it’s the small daily actions that matter.
One way of helping you to become unstuck is through challenges. It's our way to encourage you to take action.
- What we cover: Social Media Marketing
- What you will achieve: Freshen up your profiles and start posting the right content to attract your customers. Get all the updates!
- When: Starts Monday 7th October 10 am, Tue 10 pm, Wed 10 am.... up to 16th Oct 10 pm. (don't worry if you cannot make it Live- recording always available)
- Where: In our private Facebook group
- Signup via Eventbrite here
Run by Digital Marketing training people at Digitalise.Online
I would recommend Secure Privacy ePrivacy Compliance software just based on the fact that it logs consent to the less obvious elements such as Cookies. I was doing extensive research to help my audience become compliant and this platform seems to be the only one who goes beyond providing you with just a cookie banner. It made sense to me that you log consent, because how else would you claim to be compliant?
I spoke to one of the founders and he was quite proud of this feature as well.
Regarding cost, its 14 euros a month for 5000 visitors so personally, I think its a bargain given the features and benefits it provides.
It’s very simple to use- so firstly you enter your web address as follows:
It will deliver a report on your website as follows. I particularly like the fact that it finds the different tools used to process data on the site.
You can then decide whether you’d like to create an account that will lead you to this page. The user-friendly dashboard includes:
- List of visitors and their consent.
- Option to edit a consent banner.
- Option to install final configured cookie banner to Wix, Wordpress, Joomla, Shopify and other website platforms.
Consider checking this out yourself as there’s also the option for 14 days free trial.
Change your cookie banners
A cookie banner with a message such as “by using this site, you accept cookies" is not a valid consent with GDPR. Consent must be given with clear affirmative action. Furthermore, it should be specific, unambiguous and easy to understand.
Focus on data. Not just cookies
Websites are increasingly relying on other technologies than cookies including redirects, tags and pixels. As users and companies using smartphones and IoT devices, cookies are not an optimal tracking technology. Make sure to have a holistic policy around data that is not centered around cookies.
Be transparent with the data you track
Transparency is one of the key principles behind GDPR. Make it easy for users to understand what data you collect, why you collect it and who you share it with.
Communicate in plain language
Privacy banners and privacy policies should be easy to read and understand. Text written in a legal jargon will not comply with the principles behind GDPR.
Log and document consent
With GDPR, you have to document and be able to proof that a user has provided consent. Make sure to have processes and logging in place that enables you to satisfy the regulatory requirements to documentation.
Enable visitors to withdraw and change the consent
Even after you’ve obtained valid consent, your visitors should be provided with an easy way to change their permissions and consent. It should be as easy to withdraw consent as it is to give it
Avoid pre-ticked boxes
GDPR requires a deliberate action to opt-in, as opposed to pre-ticked boxes. Silence, inactivity or pre-ticked boxes is not enough to provide consent
Maintain a Lean Data Management policy
GDPR introduces the concept of data minimization, which means that you should only use as much data as you need to process a given task. Consider deleting data or plugins you may not be using
Make sure your data is transferred within listed countries
If personal data is transferred or stored outside the European Union, the GDPR requires the country or countries to which you are transferring to have adequate data protection. The customer must be informed that their data is being transferred or stored outside of the EU.
Provide the contact details of the data controller in your company
Make it easy for customers to contact you regarding data issues. Include the identity and contact details of your data controller/data protection officer to ensure that all requests are handled efficiently and without unnecessary delay.
Try The Secure Privacy Planning Tool for free GDPR Audit.
Everyone is talking about GDPR from large corporations, schools, healthcare providers to charities.
While entrepreneurs, bloggers and side hustlers don’t need to splash out on a data protection officer or legal team, we still need to compliant.
Don’t ignore GDPR as the cost if too high for your business. It’s our responsibility (although busy) to pause and make reasonable attempts to catch up with the new law.
I agree, it’s added tasks on top of everything else but it could help us to stand out from the crowd and inspire the confidence of our prospects.
WHAT IS GDPR?
GDPR or (General Data Protection Regulation) is a new set of data protection laws that come into effect May 25, 2018.
The principle behind GDPR is respect for the privacy of other people’s personal information. Its advocates also believe it will lead to fairer competition and a more profitable digital market.
Any failure on our part to comply isn’t going to be a slap on the wrist either. (oh no!)
It’s a fine of 4% of annual global turnover and that’s after the warning, reprimand and suspension from further processing people’s personal information.
This is a good time to mention that this advice is from a digital marketing context and includes some pointers to get a few hands-on tasks ready.
To become compliant, of course, speak with a lawyer/solicitor/attorney.
Read more about the GDPR in a digital marketing context.
According to a survey done by Smart Insights, over 47% of small business owners lack a documented digital marketing plan. Many do digital marketing activities but don’t have a framework on which to build their marketing program. Digital marketing performed in this way results in the waste of both time and money. Such haphazard approach to marketing can’t be held accountable for driving revenue to any business.
The reality is this!
Before you lift a finger to conduct SEO or Social Media activities, you need a foundation to provide you with strategic direction. Your marketing tasks MUST be weaved into a larger program rather than be done in isolation.
Here are ten tips to get you thinking about the bigger picture.
Marketing Tip #1: Define your Buyer Persona
When you create forms to use for your website, use form fields to capture relevant buyer persona information. For instance, you can ask about the size of a company, budget and position in a company.
Marketing Tip #2: Set your Top-level Goals
Every marketing campaign should be part of a larger goals-driven framework. You should establish what your company needs to achieve before you jump into marketing tasks.
Marketing Tip #3: Be Strategic with Timing
Timing is critical in your marketing outreach. It can add context to your marketing message and reach potential clients at the time when they most need your products and services.
Marketing Tip #4: Raise Awareness
Your marketing program has to create awareness of your products and services. Don’t think of the awareness stages as the opportunity to sell, rather think of it as a way to initiate a relationship with your prospects.
Marketing Tip #5: Define your Buyers' Cycle
Many business owners aren’t aware of the pathway that convert prospects to customers. Although it may vary, it usually falls into these core areas: awareness, engagement, decision, and retention.
Marketing Tip #6: Make your Brand Story Formal
Storytelling is an excellent way to garner attention for your company- regardless of its size. When you formalise your story, you minimise the temptation to publish spur of the moment content that could do more harm than good to your brand.
Marketing Tip #7: Optimise your Landing Page
You have six seconds to capture the attention of your audience. Putting what you think on your landing page or website won’t do. You need to identify and meet the need of your visitors.
Marketing Tip #8: Decide on a Marketing Budget
Many small business owners shy away from allocating a marketing budget for their business. Marketing, when done right, is an investment so once your strategy gains momentum, allocate a budget that will enhance customer acquisition.
Marketing Tip #9: Utilise Multiple Content Types
Don’t just publish one type of content for your business. Make use of visuals and videos to separate or complement a large amount of text. This practice will keep your readers engaged for longer, which aid in the relationship building process.
Marketing Tip #10: Invest in Quality over Quantity
Don’t feel pressured to publish content that no one cares about at the expense of quality. Take some time to understand the pressing needs of your audience and use your writing to meet those needs.
Businesses with a marketing program have more clarity than those with a random “shot in the dark” approach. However, many don’t know what it takes to build a solid program from the ground up. These tips will hopefully help to answer some crucial questions to get you started.
The Orginal Version of This Article First Appeared on my Blog
In my early days as a social media manager, it was an uphill struggle. My clients didn’t know what a successful campaign looks like and we clearly had differing views on the results that were important. Most of my small business clients were happy with just growing their likes and followers, but they didn’t know how to link it to meaningful business goals.
Today social media may seem quite saturated, and many have ditched the idea to include it in their strategy. The reality is that much hasn’t changed where getting results from social media is concerned.
A very popular quote puts it this way: “If you get bored with social media, it’s because you are trying to get more value than you create.” – Fast Company
Define then Deliver
The age of social media accommodates the inbound marketing approach that leads with value first. You should be willing to engage your audience with the answers they need to meet their most pressing needs. Not only will you first need to define your target audience or buyer persona to learn about their needs, but you’ll also need to find out how they consume the information that you are about to share.
NOT ALL SOCIAL SITES ARE RIGHT FOR YOUR BUSINESS
Everyone you know in business may be on Twitter, but it may not be right for your business bearing in mind that it takes an investment of time and therefore money to maintain. Once you make an informed decision on the platforms that are right for your business, you need a system in place to maximise your efforts on those platforms.
This system will serve to build a targeted audience of well-engaged prospects. But like with every marketing process, you should be able to improve on previous efforts so you can become better and better.
HERE'S MY ROAAARS SOCIAL MEDIA MANAGEMENT SYSTEM:
I used this seven points system for managing the social media campaigns of all my clients. You can adopt them for your use too.
Respond: You may have heard that social media involves 2-way conversations and this is truer since more struggle to get attention online. Once you get a meaningful engagement checklist together, it won’t take more than ten minutes a day to connect with your prospects.
Optimise: Ensure that your content is fully relevant to each platform and audience. Pay attention to image sizes making sure they look professional in your feed. Don’t overuse hashtags or Emoji on platforms like LinkedIn. This content optimisation process takes time but will add depth to your content and set you aside from the noise online.
Action: Carry out activities on your account that are proven to influence audience growth. They usually include: to follow others of interest where about 10% will reciprocate. You will also need to like and comment on other peoples’ content. Research or ask your social media manager about automation tools that you can use to grow your audience.
Advice: Social media changes faster than small business owners can keep up. Find a way to be kept in the loop with social media best practices so that you can make informed decisions about your campaign. Your social media manager should know all the best practices to help you make informed choices about your effort.
Audit: Each month, you should assess your accounts and look for ways to improve your campaign strategy. What could be enhanced? How can you become more efficient? Where did you go wrong/right? etc.
Report: Keep an easy to understand report that you can also analyse very quickly. You need to record metrics like impressions, site traffic, Klout score and audience growth. However, also remember to link to more meaningful business goals such as leads and sales.
Share: You should share content on your social media pages to match the need or even the behaviour of your audience. For instance, people on LinkedIn are less likely to click on a link than those on Twitter. Therefore, leverage the additional text allowance on LinkedIn to share an extended value-added update.
There is no magic bullet when it comes to social media management. A full-service campaign is a full-time job so as a small business owner, ensure that you have some essentials in place to get the best return on your investment. For instance, help your social media manager to understand your prospects better, give them ideas for content, clarify whether the content creation is included in the agreement and exercise patience to see the results.
The opportunity still exists to get results from your social media efforts, but you may need to take a step back to think about it differently and then try again.
If you believe Digital Marketing is only what you do on Facebook, Twitter, SEO and LinkedIn, you are not alone. In fact, this week I came across a digital marketing agency owner who was of the same persuasion.
Digital Marketing Practices
Implementation without strategy is ineffective, so it’s imperative first to lay the groundwork. It’s impossible to know if you are using the correct marketing tactics before defining SMART goals.
Furthermore, without paying attention to Data, you can’t make informed advertising choices for the future. And should you make changes to your campaigns, you will do so on sheer guesswork.
Know Digital Marketing Data
Regardless of how much money you invest to conquer all the nuances of your digital marketing. There are still some areas that I wouldn’t leave up to anyone else. It’s far too common for “marketing professionals” to skip these crucial stages. It’s not everyone who’ll give your business the attention to details it deserves. Below, I cover some areas to consider so you won’t become a victim of a broken digital marketing strategy.
1. Define your Buyer Persona
You are the best person to define your customer profile. It’s your business, and in the same way, you wrote your business plan; you should your target audience. You could have up to five buyer persona profiles to share with your marketing team. It eliminates guesswork and provides the tools to create a better-targeted message.
How to Create a Buyer Persona
In this article, I cover six 6) reasons why you need a buyer persona- Four (4) ways to create a buyer persona- Nine (9) areas to include in your buyer persona profile.
2. Ensure onsite SEO (Search Engine Optimisation) is correct.
I have seen this many times- a decent website but where poor onsite SEO work cripples it. No proper keywords are in place, and there isn’t an adequate description of each page. In some cases, there might even be duplicate title tags and keywords stuffing. These black hat SEO practices could lead to a Google penalty. Furthermore, off-site SEO practices like back-linking take tremendous investment, but may not be credited to a site with weak onsite SEO practices.
How to Check Onsite SEO Elements
One of the easiest ways to test the onsite SEO aspects of your website is to:
- Type: view-source: (Your website address here) in a browser
- It should bring you to this screen (below)
- Pay attention to the following fields: title, description and keywords.
- If any of these fields are empty, your onsite SEO isn’t completed
- Also, the description should be relevant to the page
- Finally, each page should have a unique description.
How to Fix your Onsite SEO for Popular Templates.
3. Establish your Messaging Framework
Like your buyer persona, you are in the best position to decide on your messaging framework. You know the audience you’d like to reach and will be aware of the brand voice that will resonate with them.
How to establish a messaging framework
To get started:
- Create a list of keywords relevant to your business. These could be words like practical, actionable and responsive.
- Next, rank them in order of importance and plan sentences using them.
- It’s easy to pick random words, so ensure that your choices mean something to your brand.
- It may also take some time to fine-tune your sentences so be patient with yourself.
SMART stands for specific, measurable, attainable, relevant and time-bound goals. Too often, I hear the words that “I need someone to market my company, book, etc.”. Of course, nothing is wrong with this, except in cases where you are not sure of your ROI. Advertising can be expensive without SMART goals in place.
How to set SMART goals.
First, you should define the aims you’d like to achieve followed by your strategy to reach them. Be as explicit as possible explaining whether you have the resources to fulfil your desired goals. Remember, your resources such as time/budget will go a long way to defining objectives. Be realistic and remember that you’ll get what you pay for!
5. Finally, Know what the Data Means
10,000 likes on Instagram may sound impressive but what did this mean for your business. Did it represent an increased brand awareness that boosts website traffic? Or can you see any other benefits to your business? Did your blog post increase traffic to your site that resulted in five more leads?
How to Pay attention to your Data
- Know the data that’s important for each platform
- At the end of a defined period, record your data.
- Based on time and money invested, you’ll be able to see if they link back to sales and leads.
- Give your strategy time to work
- Use your data to make informed choices moving forward.
Article Originally appeared on Your Digital Marketing Coach Blog!
I came across a Facebook ad this week. The advertiser was giving away a free guide on how to run a successful Facebook ad. Many of the people who commented on the ad also asked What a Sales Funnel was.
They asked because other people alluded to the fact that a funnel was in use on that particular ad. They obviously knew that the success of a Facebook ad is determined by the funnel used to create it.
While some commenting picked up on this, others haven’t heard of the sales funnel before then.
I must admit that I was a little shocked!
The reality is that you are making a hard job of your marketing if you don’t understand and implement sales or conversion funnels in your digital marketing mix.
In fact, I’ll go further and say that they make up the integral parts of your digital marketing framework.
Therefore it’s not just good enough to learn about them but to also to take some time to create your very own. Otherwise, you are wasting time and money online.
So, what are Sales Funnel?
Also, known as a conversion funnel, it’s the predefined buying process that a business creates to lead a prospect to purchase a product or service. Read more on sales funnel
Twitter Analytics has useful, data to understand your buyer persona better. You might have to conduct interviews. Interviews are the #1 way to build a strong buyer persona. If you have no clients, then approach prospects on LinkedIn with a short survey. You always have to start with what you know i.e. brainstorming. But don't just settle with this info, dig deeper to either quality or dismiss your assumptions. You can look for trends in your current clients' database (if you have one). Lastly, tailor your lead capture forms to collect crucial buyer information--- Hubspot does this extremely well. There's no magic bullet to creating a buyer persona, but the effort will pay off.
Learn to Create your Buyer Persona + template available here
The fact remains that without a good supply and access to good quality cleaners in your business; there is really no business at all. It is often times more easier said than done and the process of taking on cleaners, keeping them satisfied and maintaining a good relationship between the clients, cleaners and yourself is made to look much easier than it really is. There are many publications about how easy it is to start and run your own cleaning company but the fact is that; this is far from the truth. There are many areas that must be carefully considered and the most important of these is where are your cleaners going to come from.
A good quality cleaning staff must possess the following qualities: reliability, honesty, attentive to details, respect for clients and their space and most importantly the love for the job. However, while you may not get a cleaner that fits all these areas; there must be an effort to recruit cleaners that are fully vetted, insured, have signed an agreement and that you are willing to invest in through training and continued development.
In many instances; cleaners work as a temporary means of getting some quick cash to solve a few problems around the home. While this may have to be the case sometimes; you should endeavour to take the necessary measures to recruit the right cleaners that are suited for the job that you have to offer. You must be able to provide some level of stability in the cleaning service that you provide; as clients would rather to have the same person throughout the duration of using your service.
Also negligence from a cleaner could mean that you could loose many contracts all at once leading to the loss of your time and marketing resources. Employing of cleaners must include a strategic plan that should become apart of your operational manual. This plan should be sensible that when used with consistency could improve the way in which you provide a cleaning service.
It is to be reminded that the vetting processes along with the insurance are major selling points of any cleaning agency. It is therefore imperative that some level of investment is put aside to do this.
The recommended vetting process of each cleaner should involve:
· Providing a recent proof of address
· Right to work in the Country
· Reference Request
· Next to Kin (Optional)
This above is not confined to the areas that can be used to vet cleaners, but they are certainly standard ones that are almost mandatory. Some companies also does CRB cheques, for each members of staff that they employ.
In addition to this system; you must ensure that your cleaners sign an agency agreement that is specific to your company. It is not professional to just add things as you go along. You must have it all in an agreement before you offer a cleaner an address or a key.
Cleaners must be aware of the job hours and whether it is likely to be long term or short term. Remember that cleaners that have genuine love for the roles; does so for a living and so it is only fair to provide a clear explanation of the employment terms before they begin.
There are other things that agency cans do to make sure that they continue to provide job satisfaction and they are petrol/travel incentives, instead of cash in hand, payment on fortnightly or monthly basis.
There are other areas where an agency can advertise jobs in Job Centres, in the local shop window or paper or on online communities.
The key to employing the right cleaners for an agency is about finding someone who enjoys the job; but at the same time as an agency you must be willing and able to invest in your cleaners while maintaining good communication and a good supply of work.
CEO of the domestic cleaning industry website where home cleaning business owners are empowered to succeed
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Despite the influx of people starting domestic cleaning businesses, there remains a huge service gap within the industry. Those that survive and are successful will have addressed the issues listed below:
Lack of Training: Only a few cleaning businesses offer training to their cleaners and this reflects professionalism and how the cleaners conduct themselves in the homes of clients.
No Consultation: Not many businesses offers consultation and this is a great service that not only enables you to offer a better service but it develops the rapport between your company and its customers.
Not many businesses equip their cleaners to deal with their tax affairs and so many believe that domestic cleaners are operating illegally.
This is a major complaint from many customers of cleaning businesses and a major reason why many clients cancel their arrangement with their service provider.
Now that you can identify the gaps within the industry, what steps will you take to bridge them?
Taken from Domestic Cleaning Agency Start up Guide
If cleaning is your passion; you may have considered setting up and running your very own Cleaning Service. There is a substantial amount of money that can be made from an efficient cleaning business as there are always clients that are looking to change or to utilise a good service. This guide will explain some of the things that you may wish to consider if you would like to venture into setting up and running your own cleaning business.
Many guides on the topic may be misleading as they claim to have an easy and fast way of doing so; however while a cleaning company may be easier to set-up in terms of the initial cost; a good quality of work must be anticipated for the initial stages of the business.
Vetting and Recruitment of Cleaners: In the initial stages of business, you may be able to cover all the work yourself. However, as your client base grows there is a chance that you may need staff to assist you in covering these jobs. It may be that you would prefer to employ a team of 2 or 3 person to start with. Whatever the case may be; you need to make sure that you carry out the right checks.
1. A person’s right to work in the UK
2. Proof of address
4. Next to Kin Details (optional)
5. Preferably a face to face interview
If you start a cleaning service, insurance must be mandatory. When a client comes to a cleaning agency, they do so with the intention that they will get the benefits of vetted and insured cleaners. A good insurance should not cost more than £50 and this should be well worth it as you will find that you may need to provide your insurance certificate to clients. You may need to get an insurance that covers against Loss/Damage of property, Employers Liability, Public product liability, Lock replace and telephone misuse.
In order to run must any successful business; effective marketing must be a key factor. Most cleaning agencies uses Google AdWord to market their services and this proves to be very effective to attract clients. However, there are other methods of marketing that can be use such as flyer distribution, posting an ad in the local paper and on Gumtree.
You will need a good quality website to market your services and this again does not have to be costly. It is important that you get your terms correct in the early stages of your business. You will need to set the appropriate prices and a good idea would be to look at companies in your area and come to a reasonable balance. Please remember that you cannot make your prices too low as you will not be able to cover your running cost and make a profit. At the same time you do not want to make your rates too expensive. You will also need to draft up a term and conditions of service, some companies’ offers a minimum term contract while some do not.
* Always pay your cleaner at a good rate; a suggestion is at least £8 an hour for regular clean and £8.50 onwards for other cleans.
* Also a minimum term contract will mean that you will enhance the security of your company and job satisfaction for cleaners.
You also need to get your hands on:
* Cleaning checklist for the cleans that are offered.
* Key Holders Form
* Standing Order Forms
* Stationary e.g. letterheads
With the right attitude you will be able to run a great cleaning business and it’s a great feeling to know that you can also do it from home and still be professional.
Taken from Domestic cleaning start up guide (updated 2017)
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