1. Decide the Purpose of the Website.

2. Register a Domain Name.

3. Decide Where to Host Your Website.

4. Create the Logo and Brand Guidelines

5. Copywrite.

6. Prepare the Images and Videos for your Web Designers.

7. Consider Maintenance and Running Costs

Creating your brand new website can be exciting yet also super daunting. Therefore we have created the checklist before building your new website, to ensure you do not miss anything. This will also prevent you from making any common errors, by ensuring you don’t miss anything.

Building your new website is indeed a process, however, it is important that you take it slow as the end results will certainly make all your efforts worth it. Start checking off the next steps as you read this article. Essentially, it is the address of your website that it will be ‘residing’ at.

1. Decide the Purpose of the Website

There are a few categories you need to determine what the website will be, for example- is it an eCommerce site or an information site? This will help you tailor your design and words to best suit the style of sale. Furthermore, thinking about the future helps, such as if you are intending to write a blog in the future. Writing a blog comes in extremely handy, especially if you have a whole heap of knowledge to share to assist your customers in bettering themselves personally and professionally.

In order to be aware of the language you should use, pick out a designated target market. Then, doing research on this particular target market is important to give you more insight into what this specific group of people is interested in, and how to best gain their attention. Lastly, think of what makes you special- how will you stand out in an industry of very similar businesses? This will be your starting point on how you showcase your business to the public.

2. Register a Domain Name

In simple terms, a domain name is basically just the address of the website people will be using when typing in the URL bar in order to take a visit to your website. In super simple terms- if your website was a restaurant, the domain name would be the name of this restaurant.

2.1 How Do You Choose the Domain Name?

The checklist before building your new website makes it extremely vital that you do NOT create a random domain name, but instead one which has had lots of thought go into it.

1) Consistent with Your Brand

The domain name should be consistent with your business/brand name. For example, Yahoo, Domain, or Amazon, just to name a few.

2) Think Long Term

Make sure to also think of a long-term plan, and not make the name too specific to your present-day situation, especially if you have plans to go bigger in the future. For example, if you start a small flower business in North Ryde with plans to expand within Sydney in the future, don’t include ‘North Ryde’ in the domain name. For example, instead of something like “flowersnorthryde.com.au,” it is advised you use the brand name and leave out any location.

3) Make the Domain Name Short

The human brain is wired to only remember relevant and engaging stimuli, so they will be more likely to search it up if it is in their memory. Another problem with a long domain name could be that customers remember it wrong and consequently type in the wrong name, and end up with a ‘404 error.’ Chances are, they are unlikely to go back and try to find it after this.

4) Watch Out for Similarities

Avoid similar domain names, as this can cause confusion to the public when they search you up, as they will not be sure what to click on. Another reason why you should be careful is that if you are planning to do SEO, you will find yourself competing with other businesses. If they are similar, the varying domains will end up competing with each other on Google ads, which then drives the CPC up.

5) Using an Appropriate Top-Level Domain

Choose an appropriate top-level domain. For example, .com.au and .net.au. Note that there are a few guidelines in accordance with the Australian Domain Name Policy to be eligible to register with those two domains. This includes:

• being an Australian registered company
• trading under a registered business name in any Australian state or territory
• being an Australian partnership or sole trader
• having ownership of an Australian Registered Trade Mark
• an association incorporated into any Australian State or Territory

Regarding the other types of domain names,

• org.au refers to non for profit groups in Australia
• .edu.au refers to Australian educational institutions
• .asn.au is for Australian associations

Regarding .com, .org or.biz, you may wish to consider registering these domain names. These extensions can be easily registered by any organisation or individual wherever they are in the world. So, unless you are an international company, it is highly suggested that you stick to more traditional domain names such as what we just listed.

Are you another creative top-level domain? An example of this is lilyflower.shop, which is very unique. However, people can’t tell if this is an Australian business or not, neither can the search engine. Hence, if you are targeting a local market, it is highly suggested that you stick to the more traditional domain names, such as .com.au or .net.au.

2.2 Where Do I Register Domain Names?

There are plenty of websites to register your domain name in Australia, such as:

• Go Daddy
• Crazy Domain
• Web Central
• Ventraip

These are just a few examples. Our suggestion is to consider registering the domain name from the same place where you host your website so that everything is easily accessible.

2.3 Helpful Tips

You may register more than one domain even though you won’t use the domain. For example, to prevent competitors from essentially ‘stealing’ your brand, you may consider registering lillyflower.com.au as well as lilyflowers.com.au. This could also benefit you with visitors intending to view the site, but who don’t type the entire extension into their browser.

3. Decide Where to Host Your Website

3.1 What is web hosting?

In short, web hosting is the physical location of the files composing your website. It is essentially the home of your website. A simplistic way to go about this is if the domain name was similar to the address of your house, then the web hosting is the physical house that this address leads us to. All websites require web hosting.

3.2 Where can you organise web hosting?

You can easily create an account directly from an independent hosting provider, for example, crazy domain, site ground, go daddy, blue host, etc. There are a variety of options for you to choose from to satisfy what your business requires.

Some benefits to host from a third-party provider are:

• You will be in full control of access to your website. Regardless of your relationship with the web designer in the future, you won’t have to worry about transferring your website elsewhere.
• Independent website hosting services are super affordable, and user-friendly, especially for those who are just starting out.

3.3 What should you consider when deciding on a web hosting provider?

• Is it inclusive of domain registration?
• The hosting fee
• What is the level and standard of customer support? Most should provide 24 hours chatting support, but if you would prefer to call, this is something to think about in your decision-making.

3.4 What else should be included in the hosting plan?

• Domain name
• SSL certificate

We strongly encourage you to talk to your web developer first to have a better understanding of what is required.

4. Create the Logo and Brand Guidelines

4.1 Brand Guidelines

Brand Guidelines are a set of rules for everyone to understand how to represent your brand. Having the brand guidelines ready before building the website will allow your web designer to make sure your brand is consistently presented. A few assets are included in the brand guides, such as colors, logo, and your typography.

4.2 Choose the colour scheme for your logo

A vital piece of information is that colour is actually a very important method of grabbing attention and increasing conversion rates. Hence, choosing the right colour to represent your brand is vital for key attention-grabbing.

Colours invoke feelings and convey emotions within your audience.  Check out our previous post to learn more about the psychology of colours.

4.3 Consider the Font

Another thing to consider is the fonts- Is it too big? Too small? Too over the top? These are all questions to ask yourself before deciding on your signature font.

4.4 Logos

Logos ensures your brand is memorable so that it sticks in the minds of your customers. Furthermore, logos communicate your brand ownership, values, and positive qualities. It should visually express your purpose easily so that customers get a good snapshot of what you stand for.

5. Copywrite

Content is king. Literally. It is vital to have attention-grabbing and informative topics which keep readers up to date. Copywriting is important as it strengthens your brand image and can also assist in gaining traction with new and old readers. It can also persuade potential customers to contribute to your business or use your services.

Check out our previous blog – a step by step guide to writing an engaging landing page. You will certainly find some inspiration on how to pitch your sales in your web copies.

Keep in mind that social proof such as testimonials is very important, as clients do tend to trust the word of their peers more than the business itself. A call to action is also essential because it encourages people to make a move, rather than taking all your info in and then doing nothing about it. This way, it increases your potential for conversion rates and shows potential customers that you are very interested and keen on their business, and to help them grow and achieve their goals.

Furthermore, copywriting should always be engaging and use language that is relevant to the target audience, and avoid any strong opinions.

6. Prepare the Images and Videos for your Web Designers

Although it is easier to hand over the effort and let the web designer source images for you, it is always recommended you have real images of your business in action. This is important as it provides clients with an insight that is personal and realistic of what you are like in action, and what they can expect from you. it is also better as it allows potential customers to see what they may be dealing with.

To do this, you could take photos of your store, your office, or your team, for example. You could even do vlogs such as ‘A day in the life’ so that customers know the daily grind of what your business gets up to. This gives them confirmation as well that you are a legitimate business and that you are keen and love what you do. When showcasing your team, ensure that everyone is dressed appropriately to present the company in the best way possible, and also showcase the amazing customer service that is provided.

You could hire a professional photographer or video editor so that they can capture your best moments.

7. Consider Maintenance and Running Costs

Website maintenance is simply the act of monitoring the overall health and success of your website. It ensures that your website is running at an optimal level engaging site visitors and increasing the chances of higher conversion rates. It also ensures that everything is up to date and relevant to the times to continue the growth of your website.

There are several factors that contribute to website maintenance costs such as

• Software updates
• scanning for vulnerabilities, particularly in security as customer data and privacy is highly regarded
• website backups
• website hosting fee
• your domain name renewal
• SSL certificate renewal
• content maintenance

Talk to your web developer and get a better idea of how much it will cost to run your website. This will ensure you could plan ahead and stay on top of the bill.

Okay, I Think I’m Ready!

Now that you have the checklist before building your new website, we hope that you will take into account all these points before moving ahead with that! Starting a new website can be challenging at the beginning, but it is also very exciting as it gives you the power and creativity to embrace your business and sell it how you want. If you have any queries about this, don’t be afraid to contact us for advice. You got this!

1. What is Facebook Business Manager and why do you need it?
2. How to create a Facebook Business Manager account?
3. Add your Facebook business page(s)
4. Connect Your Instagram account
5. Invite your co-workers to manage the business account.
6. Add the payment methods.
7. Setting up Meta Pixel (It’s called Facebook Pixel before).
8. Verify Your Domain
9. Creating Product Catalog in the Business Manager.

First Off.. What is Facebook Business Manager and Why Would You Need it?

A Facebook business manager is an extremely useful tool that allows advertisers and businesses to manage both their Facebook and Instagram activities in one place. In doing so, they can share their assets across the team and make the marketing process efficient and effective. Starting with the Facebook business manager has a multitude of positive traits.

So… What exactly can you do with this tool?

• Create and manage multiple assets, including your Facebook and Instagram pages- the two most commonly used platforms within our social media society. It also allows you to view the audience list and product catalogue all in one place, so you never have to worry about misplaced information!
• You have full control of the user access and control the permission of everyone who works for your ad accounts, pages and apps. You also maintain full ownership of your assets to prevent any unwanted eyes peeking at your work.
• It provides you with a detailed view of ad performance, allowing you to drive insights and work to your strengths to optimize campaigns.
• We all know about separating the personal and private life- and facebook business manager does no different! When joining this, co-workers are unable to pry into your personal Facebook unless you have accepted their friend requests. They are only given access to your name, work email and the pages and ad accounts that you can access.

How to Create Business Manager?

Sounds Good! Where Do I Start? Starting with Facebook Business Manager may seem tricky, but it’s quite straightforward. You will have to use your personal Facebook profile to sign into Business Manager. Note that you can create a maximum of 2 business manager accounts.

As the business owner, try and create the account yourself, which puts you in full control of the situation. If you delegate the creation of this account to a partner or agency, it means that they will be in control which could be a problem if your business relationship changes.

Follow These Steps For Success!

1. Visit business.Facebook.com and click the big blue create account button in the top right.

2. Ensure that you log in to your personal account, as Facebook requires you to confirm your identity.

3. Carefully enter your business name, along with your name and the email address of the business you want to use to manage the business manager account, then submit. Note that the email entered must be the same as the email used to manage the business page.

4. A confirmation email will be sent to your business email address. Ensure to check under all the tabs if using Gmail, particularly the ‘social’ tab, and click on ‘confirm now.’

Add Your Facebook Business Page(s)

1. Once clicking the confirmation link in your email, you will be automatically logged into the Business Manager account. Go to business settings, which can be found in either the left bottom corner of the dashboard or from the ‘all tools‘ menu.

02. Click “Pages” under the “accounts,” followed by “add a page“. This is where you input the Facebook URL and note that you must be the admin of the page.

Connect to Instagram Too

If you are anything like me, I enjoy scrolling through Instagram and occasionally do get tempted by the business ads and services that pop up on my feed. In saying this, it is extremely useful if you do link your Instagram, as this can attract a wider crowd.

To do this, from the ‘Business Settings‘ page, click ‘Instagram accounts” which can be found under ‘accounts.’ Then, click “connect your Instagram account.” From here, log in and choose the account – note that again you must be the admin of this account.

Invite Co-workers to Manage the Business Account

From the business settings page, click on ‘People‘. And from here, under users– you can click ‘add‘ to include your co-workers to assist in managing the account.

Add a Payments Method

From your Business Settings page, click ‘payment‘ on the left menu. Here, you can add your payment method to pay for your Facebook ads.

To find the receipts for this business, you can find them in the ‘All tools‘ menu from the dashboard. Scroll down until you find ‘Billing‘, and from here you can choose the date range required and download them in PDF format. This makes it highly efficient and keeps all your important info safe and together.

The above mentioned is what we request of our clients to do and we will handle the rest once you have done the above.
In the next part of this article, we outline some advanced features of Business Manager, which will be handy for you to understand the concepts.

Setting Up Meta Pixel (It’s called Facebook Pixel before)

Meta pixel is a piece of code put on your website. This allows you to measure the effectiveness of your ads by analysing audience behaviour. From here, you will be a little more aware of what must be optimised to boost your performance.

• It ensures ads are shown to your target audience. Find new customers, or people who have visited a specific page or taken a desired action on your website.
• Sales are more driven. For example, you can set up automatic bidding to reach people who are more likely to take an action or make a purchase on your website.
• You are able to measure the results of your advertisements. It enables you to better understand the performance of your ads by measuring what happens when people see them.

Setting up Meta Pixel requires two steps:

1. Setting up the events in Events Manager through Business Manager
2. Installing the meta pixel codes on your website. For this step, it is encouraged to have the aid of an experienced web developer or a social media marketing specialist.

Once this is all set up, the Pixel will log in when someone takes an action on your website. There is a wide variety of what action can constitute as:

• signing up to an event
• submitting a form
• adding an item to their shopping cart
• making a purchase

Since the metal Pixel receives these actions and events, you can view them from your Meta pixel page in the events manager. You will also be able to see the options to reach out to these customers again later on through Facebook advertisements.

Verifying Your Website Domains

Domain verification confirms to Facebook that you own the website, and is in respect of the iOS14 privacy changes. This can be done easily with a code for you to install at the backend of your website from Facebook.

Create a Product Catalogue in Business Manager

Owning an e-commerce store- this is something you must do before beginning your advertising. Catalogs advertise all the items you want to sell on Facebook or Instagram, and you connect these to varying ads and sales channels to promote items. You can create these from the Commerce Manager. It also helps to talk to your web developer or advertiser, as they may have handy tips about syncing data from your website to the catalog to save time in updating it.

This All Sounds So Good! Let Us Get Started.

Now that you have a step-by-step guide on starting with the Facebook business manager, don’t hesitate to give it a go, or contact us for some advice. You never know how this will help out your business, and teach you some new skills and knowledge along the way.

So… What Exactly Are Sales Funnels and How do They Work?

Essentially, sales funnels are a step-by-step process that allows you to move customers through the different stages in deciding to purchase a product or service. A ‘sales funnel’ is a term that is used to describe the ‘funnel’ that your potential customers slide through before reaching their destination. This right here is your ideal scenario, when they purchase your products or service!

Awareness

The main idea of this stage is to raise the question of what can be done to make people aware that this company exists? For the public to recognize your brand, you could advertise it through various forms of social media ads, such as an introduction video to tell your brand story, the user experience shared by your customers, going behind the scene to introduce your team members, or a how-to tutorial to showcase your expertise, just to name a few. Remember, it is important to understand your user profile and to target your potential customers accurately in the ads. Without the careful selection of your audience, you will only end up spreading your budget too thin and getting no results.

Relationship

The question in this stage is asking yourself the best way to establish a relationship, create trust, and position the company as the main authority present in the industry. How will I create this perception in the eyes of potential customers? You must decide the most effective communication method to connect with your potential customers. This can include looking at the target audience and providing your solutions to fulfill their needs. The last aspect of this step to consider is the type of beliefs that you want to instill in your audience. This is so that they believe that they really need to accept what you are selling.

Sales Stage

Once you have established a relationship with potential customers, and have a large audience, the next question is to ask yourself- what is the best way to get these people to pull out their wallets? One way to do this is with a sales technique called ‘scarcity.’ This tells customers that the product is running out and to purchase it quickly. Consequently, it will send an indirect message to them that it is popular because it is good. This falls under the broader idea of ‘compliance,’ which is a social influencing process used in marketing.

Upsell Stage

Once you have established a connection with these customers, you can begin to think of how you can loop in some of your other products and services.

Case Study

The reason why I chose this Facebook success story as an example is that it best describes how a sales funnel works in a real case and it is very easy to understand. Columbus Blue Jackets are a hockey team of the Metropolitan Division of the Eastern Conference of the Columbus National Hockey League. They utilised the sales Funnel method to capitalize on their single-game ticket sales. This is how:

Awareness

To reach the target audience and increase brand awareness – they sent a series of lead ads to Custom Audiences of sports fans and hockey fans. They ensured these audiences were within key designated market areas around the state. By providing the audience with the opportunity to win a contest for free tickets to a game, prospects are more willing to follow the company. The audience signed up in the hopes that they do win these free tickets. This is all done on Facebook ads. Pre-filling out the form to enter the contest, makes it much easier for potential customers to express their interest. The form also included a checkbox to learn more about ticket plans for the next season.

Relationship

Once they have gotten the attention of their desired audience, they attempt to communicate the benefits of ticket packages. In the retargeting campaign, they display ads to the target audiences who had demonstrated interest in the previous ads.

Sales Stage

To promote the upcoming games, the hockey business created a 33-second video of key plays and players.  The video ads retargeted multiple Custom Audiences, including fans who had interacted with their content on Facebook and Instagram. Additionally, there were newsletter subscribers, recipients of its text alerts, and website visitors. The campaign successfully led to $225,000 in single-game ticket sales and 66x return on ad spend.

Summary

So, there you have it! Sales funnels are useful tools that really work in social media marketing. Read through the step-by-step guide and start your own outline today!

If you require any assistance or have any queries, you can contact us here.

But how do Google ads really work? My customers often asked me “Could you explain Google ads in some very simple language?” That’s why I decided to write the article. Hope it will give you a better idea of how Google ads work.

Google Ads Auction

Google Ads determines which ads should show with a lightning-fast ad auction, which takes place every time that someone searches on Google.

For example, say you are a cleaning company that provides cleaning services to commercial properties. When the potential customer searches “office cleaning” from google, you and your competitors all want to be seen from the google search result. Then how does Google decide whose ad appears on the top of the page?

The Ad Rank

The order in which the ads appear for a specific search is called the ‘Ad rank.’ The ad with the higher rank will be shown in the higher positions on google. Ads with the highest Ad Rank get the most desirable placements on the page.

There are three main factors that determine the ad rank.

1. The Bid Amount

By setting the bid, you are allowing Google to understand how much you are willing to spend for a click on your ad.

Back to the example, when someone searches for “office cleaning”, you and company A, B, C all want to be seen. So, everyone put in an auction price – how much you are willing to pay for the ad placement in the search result.

• You – $2 per click
• Company A – $4 per click
• Company B – $3 per click
• Company C – $1 per click

Note that you are able to change your bid at any time.

2. Quality Score (QS)

The Quality Score is decided by

• Expected click-through rate
• Ad relevance
• Landing page experience

It is on a scale of 1 to 10. 5 is the average. 10 is the highest.

3. The Expected Impact of Ad Formats

There is always an option for additional information to be linked into the ad, known as ‘ad extensions.’ From here, Google is able to estimate how extensions and other formats of ads are able to positively impact your ads performance.

Google combines bid price, Quality Score, and ad format impact to decide the final position of your ad. Your Ad Rank is recalculated each time in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person’s search and your quality at that moment.

See the above example, although company A’s bid price is $4/click, their quality score and format impact are low. So, they only got 4 points in the auction. Although your bid price is $2/click, your quality score and format impact are high. You got 20 points in total, which is the highest Ad Rank, thus you will get the #1 position on the search result.

According to the ad rank, the ads will appear in the below order:

#1 You

#2 Company B

#3 Company C

Company A’s ad won’t show up on google search result this time although he is willing to pay more.

The Actual CPC

The amount you end up paying is generally less than your bid price. Your actual CPC is going to be $0.01 more than the Ad Rank of the advertiser below you divided by your Quality Score.

Your Actual CPC = the Ad Rank of the advertiser below you / your Quality Score + 0.01

See below example,

It’s Worth Focusing on Quality

An experienced Google Ads advertiser will devote time to optimizing the Quality Scores of their campaign week-by-week and month-by-month. The rewards for doing this can be significant. Even if your competitors have higher bids than yours, you can still win a higher position at a lower price by improving your Quality Score and using highly relevant keywords and ads. It will not only save the ad cost a lot in the long term but also give you the most exposure in Google search results.

The General Rule of Thumb

The general rule of thumb when creating cover pages is to always scope out the competition. This is purely to see what other businesses that are similar to yours in order to create your page in a way that is unique and offers something different from what is already on the market.

Also be sure that your page is available to be viewed on all devices (tablets, phones, laptops) in the highest quality possible. Customers that view the ads on their phones and have to constantly zoom and scroll around the page are more likely to never visit again, as opposed to those who have a pleasant and easy viewing experience.

Always be sure to use simple and direct, yet still informative language. This reduces any confusion for customers and makes it much easier to read.

1. Answer the 4 W Questions.

This is vital for you to have a goal and direction for your copy page.

• WHO is my reader? (Bonus points for your page if it directly addresses the customer by name and/ or what their personalized concerns are; it is also a good idea to know who your target audience is, so that the design and sales pitch of the page is appropriate)
• WHAT are the pinpoints and concerns?
• HOW can you help? (It would be a good idea to showcase the lifestyle and versatility of the product rather than the product itself)
• WHY should they choose you? (Ensure to include your valued proposition, so that they are aware of an end goal)

However, it is important to ensure that this landing page is only for one service or solution. For multiple offers, separate landing pages must be created. This is due to the fact that each product attracts different customers, and they don’t to waste their time reading through many items that they are not interested in. Chances are they will try to find another business with an easier option. Furthermore, by offering only one service per page, it allows businesses to take advantage of a high quality SEO and a long tail keyword to give your page a higher chance of appearing higher up in the google searches.

2. Create a Catchy Headline

The headline is what will draw customers initially, so it must be compelling and inviting. This could include ideas such as:

• Relating itself directly to the copy that customers are interested in
• Having a personal and active voice
• Addressing the problem they are trying to solve
• Being clear and easy to read
• Being short and concise

One example of a catchy headline section would be from the Nick Scali (furniture shop) page, where the use of colors and luring sales and discounts attract new customers.

3. Pitch your Sales

Keep in mind that it is not about you. It is all about your client. Sell your products/ solution by telling the users how their life can be changed from utilizing what you are selling.

It is important that you only advertise the positive aspects of your business/ service to the client so that they feel more compelled to go with you. Using statistics, figures, and facts to support your claims also increases the credibility of your page and allows the client to feel more secure and comfortable with their decision to go with you. Another method to incorporate is the rule of one:

• One offer

With an offer, try and make it as good and inviting as possible, such as a free try or free sample. With this, the customer is more likely to be curious and try it out which is when you have a higher chance of converting them into a permanent client.

• One promise

By promising the client they will achieve/ learn/ gain something desirable, they will purchase your service or business excited and keen for the future. These positive feelings also increase your chances that the customer may recommend your services to their circle of network.

• One big idea

A big idea could be what your business aims to achieve in the upcoming period to make both the business growth and customer experience and service. Although, make sure that this idea, although big- is achievable and not too ambitious and unachievable.

4. Social Proof- Case Studies and Testimonials

One aspect of your landing page that will improve credibility is the feedback from other past and present clients, talking about their genuine experiences. If their feedback is positive, it is much more likely that you will gain the trust of newer customers. This is because customers tend to trust the words of their fellow customers more, purely than just the business site and owners.

Some suggestions could be video recordings of happy customers, messages of the customers or even a photo gallery of previous work of your business in action. If it is a design company or business, even a ‘portfolio’ section of the page is sufficient to show customers that you are able to produce what you have promised.

5. Call to Action

Lastly, you must have a call to action. The call to action must be direct and succinct and offer a clear plan of what the customer should do next to come on board. Without a call to action, after reading the beginning of the landing page, your customer won’t know what to do and more likely leave the page without having interacted directly with the business.

Key Takeaway

If you need some assistance with copywriting for landing pages, or just don’t know where or how to start in general, contact us for advice and an obligation-free chat!

Sneaky compliance techniques

There are some basic principles that are most commonly used to successfully perform a sales job, although not all are used – depending on which industry you are in:

• Obtain commitment: By asking someone if they are going to stay with you, more likely than not they will agree, as their conscience will disallow them to reject you outright
• Scarcity; When selling, it is effective to tell the customer that ‘there is only one left.’ This will tell your customer that lots of individuals have purchased it before them. Thus, they will think that it would be a good idea to purchase one for themselves!
• Reciprocity; by reciprocating the customer’s needs to them and then outlining how your product can help with what they need, they are more likely to purchase the product
• Appeal to social validation; by nature, all humans want to fit in. Thus, by saying lines such as ‘everyone has this’ or ‘people think it’s great!’, individuals are more likely to purchase the good or service
• Appeal to authority; by incorporating big names, e.g. ‘famous person xyz has already purchased this and they loved it!’ the individual is more likely to also purchase it

These are all examples of compliance techniques; social influence processes – a concept that is used in everyday life a great deal.

Sneaky business hacks/ techniques

• Foot- in- the- door technique

This technique is exactly as it sounds- getting your ‘foot,’ in this case the product you are selling to sound good enough for a potential client. Once they have agreed to this (i.e. you have gained their compliance), you can then ask them for a bigger favor. This technique can be used to sell memberships, for example loyalty cards and reward programs. An individual would first be offered a free one year warranty for some gym equipment they bought. After agreeing, they would then be asked if they would like to join a rewards program. This would entail reward points for more money spent.

• Door in the face technique

The door in the face technique is a rather sneaky method, where the business owner may be aware that their initial sale may scare away a customer. Hence, they start by asking for an even bigger deal. When they are declined, the initial sale is pitched which in comparison is much smaller and more realistic. Thus, this will encourage their customer to say yes, as their conscience would not let them reject the offer twice. An example of this would be trying to sell a $100 platinum membership. However, the business owner may initially push a $500 membership. Upon rejection, a $100 membership seems much smaller and more realistic. Thus, the customer is more likely to agree.

• Low- ball technique

This technique relies on obtaining acceptance initially from the client, primarily by offering them a relatively low and realistic deal. Then, after gaining acceptance, they would change that deal for the ‘worse.’ In this case, a ‘worse’ deal for the client would mean something that is more expensive – however for your business, would mean that you gain more money. For example, a customer agrees to buy a $300 television set. However, you go to the back to find that there are no more $300 sets, but only $450. When offered to the customer, since they have already set their minds on purchasing the set, they are more likely to comply with the $450 set.

The Takeaway

All these business hacks are relatively simple and easy to put in place by either you or your employees. All that must be done is a slight altercation in the way in which you pitch your sales.

Test them out and find the ones that work best for your business. It is not a one-size-fits-all solution although these hacks are scientifically proved. Once play smartly, you will find your sales are boosted!

In digital marketing, the landing page, not to be confused with the home page is a single webpage that is created specifically for marketing. Landing pages are where the visitor ‘lands’ after clicking on a link from an email or from an ad they may have come across. It is designed to create a compelling, focused experience for the user. This is because it prompts visitors with one clear goal- a call to action. This call to action is essentially an invitation or marketing target strategy to prompt users to take the desired action. In the case of marketing or advertising companies, this would be to purchase goods, or hire their services, just to name a few.

Understanding Quality Score and the landing page experience in Google ads

Google utilizes the 1- 10 Quality Score metric in your Google ads account, which should be paid some attention to by advertisers. The quality of your ads is calculated for each Google ads auction they are entered into. The Quality Score that is returned to you is the general metric presented as a diagnosis of your ads’ overall performance within the auction. Higher quality ads come with more bonuses for the advertisers. These include lower cost-per-click (CPC), better ad positions, and eligibility for ad extensions as well as other ad formats. Furthermore, the Quality Score can be used as a tool to improve the customer experience and delight of your visitors.

Below are the main factors that affect your Quality Score:

• keyword relevancy
• ads relevancy
• landing page experience.

Thus, it goes without saying that the better the landing page experience, the higher your Quality Score will be and the more likely the visitor will turn into a customer. Specifically, landing page experience is Google Ads’ measure of how successfully your website provides viewers with what they are looking for upon clicking your ad. The measurement of the quality of these ads is monitored both by Google AI and humans. This is to ensure that the more useful ads are shown in higher ranks on Google.

What is the average landing page conversion rate?

In electronic marketing or eCommerce, conversion rates are the number of visiting customers who then become paying customers, i.e. those that end up using the services provided. And in marketing, conversion is an important step in increasing the money that your business makes. According to a recent survey, the average conversion rate is 2.35%, with the top 25% of businesses on Google Ads holding a conversion rate of 5.31% or higher. However, a good conversion rate would be one of 10% or above, with some very successful global businesses achieving a conversion rate of 11.35%.

How to optimize the landing page to increase the conversion rate?

There are a few steps that should be undertaken. Once done so, you will begin to see an increase in your conversion rates.

1.      Include the keyword

Ensure to include the keywords you are targeting in the headline so that users are confident that they are in the right place.

For example, if you are targeting audience who search for “Graphic Designer in Sydney”, it is a good idea to include “graphic design” in your headline. When people landing on the page, they will know immediately this is what they are looking for.

2.      Include your unique selling proposition

When you tell your audience what you are selling, ensure that your propositions are unique, supporting the headline and hero image at the top of the page. Be succinct with your message to ensure the customer stays engaged.

• What are you able to offer your customer?
• Why are you different from your competitors?
• What are the benefits that your customer will be receiving from your services?

Make sure to highlight your selling points with clear and short messages.

Below is a good example from TPG’s website, where they include all the benefits of the BizPhone they are offering on the banner with easy-to-understand terms. Their message and services are succinct and positive.

3.      Include a feature section

A feature section is a part that provides a little more detail about additional features or benefits. It would also answer any FAQs that users may hold. The detailed information will give audience more confidence to buy.

4.      Include the call-to-action

Create a clear call-to-action that prompts users to get involved with your services right away! This is the ultimate goal of the landing page.

To increase your advertisement conversion rate, it is a good idea to create some small steps to encourage your audience to take action now. For example,

• A free trial
• Request a demo and call back
• Leave you a message
• Phone you
• Come in-store
• Follow you on social media
• Request a free quote
• Sign up for newsletter

Make clear what your visitor will receive in exchange for signing up. Being open with your visitors from the get-go will more likely encourage visitors to take action.

5.      Include a self-introduction

Creating a proper self-introduction is vital so that you can create an instant connection with your visitors.

One suggestion would be to introduce the team behind the brand name. For example, a team photo, roles present, or even some additional info outlined in an introductory video. This is a simple and effective way of connecting your brand with customers. This prevents them from feeling as though they are communicating with a ‘sales machine.’

All the information provided above will play a large role in assisting you with creating a landing page to increase the conversion rate. Keep in mind that it will not only save your cost in Google ads but will also optimize your ROI. Why not starting optimizing your landing page now!

Virtual Meeting

Being away from the office means that you are unable to connect with your co-workers. With advances in networking, apps such as Zoom, or Microsoft Teams can be used to connect and share in real-time and can easily be downloaded.

• Zoom; Zoom is an online or downloaded video calling app allowing up to 100 members (1000 members with the large meeting add-on.) Cameras and microphones are optional and information can be shared via speaking or by sending it in the chat. Additionally, the screen-share and annotation feature allows individuals to demonstrate what they are talking about at that moment. The free zoom meeting time is 40 minutes, but with the upgrade, it is unlimited.
• Microsoft Teams; Microsoft teams is an application that is similar to zoom but has a few additional features. A voice call meeting is capped at 300 people, however, there is no limit to the time. Additionally, with Microsoft teams, you are able to share files, notes, and messages with everyone who is in the group.
• Google Meet; Google meet is yet another application that is used to connect colleagues from by sharing the link or code. You are able to pin users, as well as send private or group messages. You do not need to download an app for this.

These three apps were used during the lockdown, assisting thousands of office workers to connect with their co-workers. It has also made sharing information and upcoming events easier and less stressful. There are also break-out rooms, meaning large groups can be separated into smaller groups.

Webinars

Webinars allow speakers to share Powerpoint videos, presentations, etc. with the rest of the people in the call. These also usually have audio and visual components. All three applications are able to hold webinars, due to their shared ability to share screens, use audio and share links or documents. Webinars are also extremely effective as listeners can ask the speakers questions in real-time through direct messages or audio.

Staying Connected

Another useful feature for all these video calling applications can be to simply catch up with colleagues, whether it is eating a meal together, watching a show together, or talking about the weather. This is a great way to maintain connections whilst working from home. These aspects of connection play a vital part within the technology checklist.

VoIP Phones

VoIP is short for the Voice over Internet Protocol, which converts the voice into a digital signal, compresses it, and then sends it over the internet. This is instead of a traditional landline meaning that there is no charge for telephone service, cutting out any long-distance costs. This is also extremely handy, as it allows employees to work effortlessly from home, especially given the current circumstances.

Furthermore, the VoIP system allows users to multitask, increasing the work productivity. This means that if you are in a queue with another client, manager, etc. you are able to read direct transcriptions straight to your email of voicemails received. Additionally, you are able to easily forward messages or emails to three other people at the click of a button. You are also able to forward calls to different phones after a certain amount of rings so that no call is missed.

Noise Cancelling Earphones

Working from home and around the rest of the family can be difficult when there are loud noises and distractions. Thus, a simple yet effective solution would be to purchase some noise-canceling earphones. There are many out there, whether they are over- the- head or earbuds, and can allow you for a better study session.

Coloured LED Lights

Around the office, there is often a mood that drives people to work their hardest. However, at home, this may be difficult with a different type of atmosphere and mood. However, with the LED lights that seem to be coming back into trend, working at home may be made easier. Drawing upon the psychology of colour, setting a specific colour for your home office may boost concentration and improve productivity. This is because a specific colour is able to trick your mind into thinking that you are in the office!

File-Sharing Tools

File-sharing tools such as dropbox and google drive are extremely useful in sharing documents or presentations, etc. to those that require them. This is effortless and removes the stress of having to email out the same document to many people. All that is required is an email and the email of your colleagues!

In Closing

It is vital to remember that new technology to improve work is out there waiting for you to utilize! Working from home certainly isn’t easy but this technology checklist can allow you to make sure you have all you need to be productive.

Why choosing the right colour is important

Colour is the first impression that customers will have of your brand, playing a vital role in consumer action. It is known that 62- 90% of the first impression of a brand is based on colours. Consequently, colours can act as the brand’s ‘identifier’ and thus must be chosen appropriately to make a memorable impression. Choosing the right colour is important, as although it may seem obvious, the colours you choose must blend together well. This assists in giving off a feeling of comfort to the audience. Thus, this makes them more inclined to inquire further into your brand. For example, if your colour combinations are ones that cause sightly more discomfort than familiar combinations, this may impact the consumer actions towards your brand.

The psychology of colours

Different colours have different meanings and connotations which you must take into account when choosing. There are some famous brands that instantly evoke a colour when you think of them. Some examples of these are:

• McDonald’s (red and yellow); McDonald’s is a world-renowned brand, with its signature colours of red and yellow bringing customers through the door. The sunny yellow welcomes people, while red invokes urgency, correlating to the constant hustle of your local Maccas store. Indeed, it has been scientifically proven that red creates an emotional feeling of being active.
• Facebook (blue and white); Facebook uses simple colours of blue and white to inspire creativity and individuality. This makes sense, as Facebook is one of the most used social media sites which encourage expression and connection.
• Chanel (Black); Chanel is a highly sought- after and well- known brand within the fashion society. Thus, to mirror this, the colour black is used, representing sophistication. Hence, this allows consumers to feel good about themselves as they continue purchasing goods from Chanel, thus boosting their business.

In all of these brands, all these colours create a lasting impression in our minds, so that we remember them. This can also be known as the psychology of colours. When colours in a very strategic manner purely for marketing purposes, this pushes the audience to perceive the brand the way the marketers want. Try this on people around you! You may not consciously pay attention to the colours of your favourite brands, but you may be surprised about how well they are stored within your unconscious mind!

What to consider when choosing the colours to fit your brands

When starting to consider the colours for your brands, there are three things you must take into account:

• The Industry you are in
• Your target audience
• Brand perception

Within the industry, all brands have different colours. However, based on an analysis of the top 100 brands, blue is the most popular colour, showing up on 33% of the top 100 brands. Furthermore, 95% of these top 100 brands only use one or two colours. This simplicity is what makes them memorable and stand out amongst their competitors. It should also be noted that red is used in 29% of brand logos, and black or greyscale is in 28%. Lastly, 13% of brands incorporate yellow or gold. Thus, when considering the colours for your brand, be aware of the rest of the business industry and try to use colours that stand out, and do not clash too much with others.

To consider:

Your target audience can be crucial in determining your colour scheme used to sell your brand. It is important to note that the psychology of colour means that all individuals will perceive the colour you use to advertise your business, differently. Each colour can have many different associations, each quite different from the rest:

• Mental association
• Direct association
• Objective Impressions
• Subjective impressions

Hence, this makes the point that not only must you worry about the lasting impression of your brand incited by the colour, but also the first impression of the colour.

As stated earlier, colour can influence the brand perception of the audience. Whatever colour you choose will mould the audience’s thoughts and feelings about what you are trying to sell. So, to avoid any negative repercussions, always remember to create a list of what you plan to convey to your audience. Then, pick out the key points and the important parts of your brand before then trying to match a colour to your intentions.

In summary…

It is vital to consider the meaning behind different colours when trying to choose the right colour for your brand. There is always a way to get audiences to remember and perceive your brand how you want it to be perceived. This will make you more memorable, and stand out from your competitors. Remember that if your brand does not gain a second look by people, consumer actions will decrease. If you are unsure of how to get started or want to see how you can further your brand, contact us today!