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How hiring a Brand Consultant can help your business grow
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If you’ve never heard of a brand consultant, there’s a pretty good chance that employing their skills and expertise could dramatically improve the status of your business. A winning brand needs a winning marketing strategy, and if you don’t have the time to invest yourself, the services of a brand consultant may well be the best money you’ll ever spend.
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The role of a brand consultant is to evaluate a business, offering insights to help enhance company communications, marketing strategies, overall experience and design aspects (logo, website and even business name) to help the business grow and excel.
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These self-proclaimed ‘brand builders’ have a wealth of knowledge and experience in marketing, brand and strategy and can make an enormous impact on the success of your business. Brand consultants often see brand image as a living ecosystem that ensures the success of a company and therefore needs constant development and management to allow growth and evolution.
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What is a full service marketing agency and how can they help my business grow?
The importance of being across all aspects of marketing in your business cannot be overstated, but it can take a lot of time, effort and expertise to really make your business shine. One of the best things you can do is develop a relationship with a full-service marketing agency that has your best interests at heart and can help you to elevate and grow your business.
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A full-service marketing agency handles all aspects of marketing a business, including (but not limited to) strategic planning, social media, creatives, production and editing, digital marketing and Google analytics. While you don’t have to use all of the services on offer (and a good agency will never sell you services you don’t need), you may find that there are several areas that you hadn’t previously considered that you could benefit from help with.
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Digital marketing KPIs: Which should you be focusing on?
For anybody new to digital marketing, the idea of analysing KPIs or ‘Key Performance Indicators’ can be overwhelming. With over 30 KPIs commonly analysed in digital marketing, it can be difficult to know which are the best to invest time and energy into. Regardless, the best place to start is to establish your business targets and goals, and work backwards from there!
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Once you have decided what your digital marketing goals and targets are, you need to decide which KPIs will allow you to best analyse this. When choosing your goals, make sure that they are actually measurable, and don’t waste time trying to analyse data that you can’t change. The best way to do this is to make sure that your KPIs follow the S.M.A.R.T method-specific, measurable, achievable, relevant, and time-bound. However, expect a little trial and error to see which KPIs work for you and which do not provide you with the data you require.
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One of the most important KPIs to focus on when it comes to digital marketing is ‘engagement’. Assessing engagement allows you to see just how people engage with your content. Do they like it? Do they share it? Does it make them think of someone who they then tag? The goal for successful social media is to have as many people as possible engaging with your content, creating a follow on effect.
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Another important KPI to keep an eye on is the traffic that comes into your digital space. Where have they come from, have they visited previously, what are they looking at and how long are they spending on your website? By knowing the online behaviors of your potential customers, you are able to create an experience they respond to.
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Often, digital marketing KPIs can be split into 5 key areas- lead generation, website and traffic metrics, SEO optimisation, paid advertising and social media tracking. Make sure your key focus KPIs fit into these key areas and if not, make sure you don’t spend too much time on data and information which doesn’t help you grow.
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There are many other areas that are important and many that may not be – everybody will have different needs and focuses. One of the most important things is to be adaptable and evolve based on the KPIs you are analysing- nothing in the digital realm is set in stone and it is important that you keep evolving to keep up with the technology.
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What is SEO?
If you’ve ever Googled ‘How do I market my business online’, you’ve probably been bombarded by over technical articles, or videos of experts wearing cardigans talking about how vital ‘SEO’ is.
But what exactly is SEO? Is it magic? Some forgotten alchemical lore? And how does one go about SEO’ing up so that Google directs the right consumer to my business and not to a competitor? It’s one of those things that lots of people claim to be experts in, but nobody actually completely understands.
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Let’s pop on our cardigans and break down the basics.
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SEO stands for Search Engine Optimisation, literally the act of making your website easier for Google to find and understand what it’s selling/telling, etc.
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The first element is making sure that the technical elements of your site are correct, so search engines can see it, and understand its purpose. The robots (bots) that ‘crawl’ through your website look for certain elements that ‘signal’ what the site is for. For E.g. if it sees lots of content about shoes and a reflective site structure around that, it’ll assume that the site is about shoes and it should show people your site when they search for shoes. Sounds pretty simple, right? Well to that point it kind of is.
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KEY POINT #1 – Make sure your content and site structure reflects what your website is about.
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The complexity gets exponential when it comes to signalling search engines WHY your content on shoes is better than the shoe shop down the road, or the shoe shop on the Isle Of Man.
After a search engine’s bot has crawled your site and has an understanding of what it is about, it will then attempt to gauge the quality of your content. It does that by comparing your content, traffic, links to and from your site, amongst other things. If you have highly relevant content, with links to highly relevant sites coming to and from your site, search engines will rank you higher.
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KEY POINT #2 – Make sure you are linking to your website from all your social platforms, and as many other relevant websites as possible.
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The complication is that no major Search Engine actually tells people EXACTLY how their search algorithms rank sites. We know the fundamentals, and follow best practice guides and clues, but a lot of what we know about SEO as a digital marketing community is based around trial and error; what we see that works and what doesn’t. SEO is about constantly adapting to changes in the algorithm and consumer search behaviour. Change – monitor – assess – rinse and repeat where needed.
The most important lesson about SEO is that there is no such thing as set and forget, no such thing as instantaneous results. SEO is a long game that rewards patience, detailed analysis, and steady evolution of strategies.
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