Category Archives: Marketing

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Google Analytics

New Features coming to Google Analytics

By Morgan International Staff Writers 

Google’s recent announcement of their ‘Advanced Analysis’ tool has given Google Analytics 360 customers cause for excitement. The new tool offers three new techniques to help webmasters discover new things about their visitors’ browsing behaviour. These are:

  • Exploration
  • Funnel Analysis
  • Segment Overlap

Let’s briefly consider what each of these involves.

Exploration

Google have sought to present data in an intuitive way that’s easy for users to explore. You’ll have access to multiple analysis tabs, and you’ll be able to organise variables by dragging and dropping them. While this doesn’t actually provide you with new data, it does make the existing data far more easy to interpret and act upon.

Funnel Analysis

These changes apply to the Custom Funnels feature in Analytics 360. As it stands, you can add up to five steps along the way from the initial visit to the purchase. The new tools allow for up to ten, allowing for a greater depth of insight into the purchasing process. You’ll be able to see exactly which people are navigating away, and at which point in the visit. This will allow you to focus your attention on those areas of weakness, and thereby secure better conversions.

Segment Overlap 

Segment Overlap is another data-interpretation facility that displays your users via a Venn diagram. So, if you’d like to see which proportion of people who make purchases come back to your site to make another, you’ll be able to do it fairly instantaneously. You’ll also be able to zoom in on key demographics, which, among other things, allows you to evaluate how effective your marketing efforts have been.

In Conclusion 

Modern webmasters are swamped in data. If they don’t have the tools to interpret that data, then they can’t make use of it. These latest functions make life just that little bit easier. Google are rolling out the beta over the next few weeks, allowing Analytics 360 customers to familiarise themselves with the new features in order to get the best from them. If you’d like to learn more, then why not enrol in our courses? The CDMS strategy course devotes an entire module to analytics, and will provide a rounded skillset for would-be online marketers.

Ecommerce Marketing

E-commerce Marketing Advice to Live by

By Morgan International Staff Writers 

Selling things online can sometimes be tricky. Setting up a store isn’t enough; you need to get your message out to the right people to have any hope of attracting customers. Let’s consider a few pieces of e-commerce strategy through which new merchants can effectively market their goods.

Don't neglect e-mail 

Most new visitors to an online store won’t buy something on their first visit. They’ll need to be lured back for more. An e-mail remains among the most powerful means of doing this. Around a fifth of marketing e-mails are opened; which compares very favourably with Facebook and Twitter. Moreover, a far larger proportion of those clicks will translate into site visits and conversions.

But don't neglect social media, either

With that said, you might wonder why anyone bothers with social media. But the fact is that social media does things that email cannot. It generates long-term engagement, particularly if the content becomes viral. Emails are opened once and discarded; well-crafted tweets can spread to reach vast audiences. The most successful e-commerce marketing strategies incorporate both. An online course in social media marketing will give you the skills necessary to get the best from your Facebook, Twitter and Instagram activity.

Keep mobile in mind 

A growing proportion of customers do their shopping through mobile devices and tablets. And since such behaviors are more prevalent amount millennials, it follows that this trend will continue. Craft your approach to marketing accordingly.

Upsell everything 

If you’ve ever been shopping for a laptop, camera or smartphone on Amazon, you’ll have noticed that they provide you with a list of models in the same line. A customer might arrive thinking that they need an $800 laptop and realize that there’s a $1000 alternative available. This is a form of upselling: persuading a customer to buy something more expensive than they originally intended.

Encourage reviews 

Customers are more inclined to buy something if they believe that someone else has done so and had a positive experience. A genuine review from a customer carries far more weight than even the most well-crafted product description. You can incentivize reviews by offering your customers discount codes in exchange for one – if it helps to get your product off the ground, it’s often a worthwhile exchange.

If you’d like to learn more about the art of online marketing, then our course in digital marketing strategy is sure to appeal. Why not enroll today?

Facebook business

New Features Coming to Facebook Business

By Morgan International Staff Writers 

Facebook is the largest social network on the planet, and thus it’s an enormously powerful marketing tool. May has witnessed the launch of version 2.4 of Facebook’s Messenger platform, which incorporates several business-friendly features. Let’s explore them!

  • Customer Chat 

Businesses will have access to a Customer Chat SDK, through which they’ll be able to integrate messenger into their own websites. The chat window can be customised with automated greeting texts, and either shown or hidden as the page opens.

  • Broadcast API

Broadcast APIs are also getting more targeted. Businesses will be able to send messages to large numbers of subscribers using a single request. What’s more, they’ll be able to use conditional operators to select exactly the sort of demographic they’re targeting.

  • Workspace plugins 

Facebook have seen fit to address an oft-cited flaw in their Workspace service, which allows remote workers to collaborate with one another. It now supports more than fifty third-party platforms like Microsoft SharePoint, Bloomberg, and Surveymonkey.

Upcoming Facebook Features 

This month has seen a trio of new features announced for Facebook more generally, all of which will be piloted in India before making their way to the rest of the world.

  • Cloud-storage for photos 

Currently, Facebook requires that we first save a picture to our phone’s local storage before uploading it. This presents a problem to users who don’t have much space to spare, and must erase old images before they’re able to upload new ones. Cloud-storage neatly solves this problem.

  • Voice posts 

Users will soon be able to record voice posts via the Facebook camera. This neatly sidesteps the need for users (and business owners) to be proficient in their written language.

  • Archives

The archive function will allow Facebookers to save the posts they most appreciate, so that they’ll be able to refer to it even weeks, months or years later.

To get the best from Facebook’s marketing features, why not enrol in Morgan’s CDMS-Social course? It addresses how to get the best from Facebook, as well as a host of other social networks, and makes a great alternative to the more rounded Certified Digital Marketing Professional, which dedicates a module to the topic.

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What on Earth is Digital Transformation Anyway?

By Morgan International Staff Writers 

The chances are that if you went to each department head in your organisation, each will have a different answer. So what is it and what does it mean for marketers?

Digital Transformation refers to organisation-wide change to leverage new technology that improves business operations, workflow, insights and processes. Therefore, it can mean one thing to the manufacturing arm of your business and something else to finance, but ultimately, most business units will enjoy the same benefits of digital transformation, often with the same tools as one another such as Enterprise Resource Planning software (ERP). Driven by emerging technologies such as Big Data, AI, cloud-hosting and Machine Learning, businesses are racing to stay ahead of their competitors by adopting Digital Transformation. The main aim is to capture data, analyse it and optimise accordingly. For many marketers, this might feel less alien than to other departments. Afterall, we are used to looking for data trends, optimisation and improved ROIs all the time. With Digital Transformation, more of this exercise is being undertaken by technology.

 

A full Digital Transformation involves all digital assets in your organisation, depending on your industry and specific niche, this can include:

 

  • Business networks
  • Websites & Social Platforms
  • Intranet
  • IoT
  • Mobile devices
  • eCommerce
  • CRM Systems
  • Warehouse Management Systems

 

There is a lot of data flying around in your business already, even in smaller businesses. Capturing that data, drawing meaningful insights from it and implementing optimisation accordingly is the focus of any digital transformation, whether it is to improve supply chain management or the customer experience, whether it is to decrease delivery times or increase customer retention, it all comes under the Digital Transformation umbrella.

 

If you would like to learn more about Digital Transformation, whether from a marketing or organisation-wide perspective, get in touch with our team. We can point you in the right direction and get you up to speed with the right course.

 

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The Top 4 Marketing Communication Skills You Need for Success

By Morgan International Staff Writers

A marketer's chief responsibility is communication with customers. Getting the right message to the right people and making them act, think or feel a certain way takes skill and knowledge. Not all marketers are naturals in every type of communication and may focus on a specific area. For marketing generalists in smaller businesses, being a good ‘all-rounder’ is a big advantage. Even if you don’t need to physically create imagery, for example, you will still need to understand what makes an image effective if you are leading a campaign. Therefore, a good marketer never stops learning to improve their communication skills. Here are the main communication skills that marketers must continue to hone throughout their careers.

1. Writing compelling copy

Are you responsible for writing ad copy, sales collateral, press releases, blogs and newsletters? Each type of copy you create requires specific knowledge. A creative flair with words is a great start but you will also need to understand what motivates a journalist to pick up your press release and how to present the information- do you know the pyramid style? For web pages and blog copy, knowledge of SEO, content planning and research skills are needed. Is your ad copy persuasive? Is it punchy enough and does it compel your audience to buy from your brand? Each and every type of marketing copy you create needs to fulfill a different objective and, therefore, needs the writer to have the appropriate skills and knowledge to produce it.

2. Public Speaking Skills

Are you responsible for PR in your business? Do you have to deal with the press, speak at conferences or even present ideas internally to staff members? Public speaking is not something everyone enjoys but with training, it does get easier. Practice makes perfect! If you don’t have someone to practice in front of, record yourself and play it back. You will see how many ‘ums’ and ‘errs’ you need to remove, whether you sound and look confident in what you are saying and if your presentation is delivering the right message.

3. Non-verbal communication

Just as salespeople need to work on their non-verbal communication, so do most marketers. If you are working on your public speaking skills, you will notice your body language, facial expressions and tone of voice have as much, if not more, of an impact than your choice of words.

4. Visual communication

Imagery and Brand ID are powerful ways to convey a message, become a familiar face to your audience and deliver information to your audience. Even if you are not a skilled graphic designer, you should still understand the mechanics of visual marketing, how to interpret a brief and check that imagery fits your brand and marketing objectives.

No matter what your strengths and weaknesses in communication skills, you can learn a great deal about the areas in which you are less confident while continuing to excel and improve on your natural talents. To find out how we can help you improve your marketing communication skills, get in touch with our team today.

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Does Your Accountancy Firm Need a Social Media Boost?

By Morgan International Staff Writers 

Social media is a free resource and with 467 million active users on LinkedIn alone, it makes sense to incorporate it into your marketing strategy. You may not have a lot of knowledge about social media, but you can still benefit from it and grow your business, in many different ways. As long as you maintain a strong and consistent presence, social media can be a great way to drive more customers to your business. These are some ways to make use of social media to grow your accountancy firm.

Engage with your target market

There are all kinds of ways to use social media to engage with your target audience. You can share interesting content, ask questions and share some footage around your firm. Social media posts which include images and videos are more popular than those without, so if you can incorporate this into your posts, it will help you to create interest and drive more customers to you.

Update your customers

Are deadlines looming for tax returns? Social media is a great way to keep your customers updated on important activities and any changes to your business. You can also let them know about new products and services, which can help to drive more customers to your business, as well as encouraging your current customers to take out additional services.

Improve your branding

All accountants are dull and boring? We're sure you've heard this on more than one occasion, but through the power of social media, you can completely change your brand! Do you want people to know that you're actually a fun company who don't take themselves too seriously? Social media is a good way to get your brand out to the masses and the beauty is, it can be whatever you want it.

 

If you are an accountancy firm looking to find out more about digital marketing and how it can work for your business, get in touch with us!

Branding-vs.-Marketing-02

Do You Know Your Branding From Your Marketing?

By Morgan International Staff Writers

You have probably heard a lot about branding and marketing, but what exactly are they and what makes them differ? Although this can be quite confusing, branding and marketing are actually entirely different, but both are equally as important for the growth of your business. Lets take a closer look at these and how you can incorporate them into your business.

What is a brand?

Your brand is who you are, the values and attributes your company has and what makes your business attractive to customers. If you consider the fast food company McDonald's for example, they are the 6th most prominent brand in the world and serve in over 100 countries throughout the world. You would be extremely hard pushed to find anyone who didn't recognise the McDonald's brand or in fact, who hadn't ever tried it! What makes the McDonald's brand so prominent and why is it so successful? There are various factors which contribute to the ever increasing success of the fast food chain. Firstly, they recognise that different countries have different cultures, so advertising in the Middle East will be different to what you see in America, for example. They tailor their services and products to their audience. McDonald's also does what it says on the tin. You won't stand in a queue for long in any restaurants, it's fast food and they stick to that promise.

Regardless of what service or product you offer, it is important to get the brand right. Is your brand corporate, professional, serious or is it fun, quirky and playful? Figure your brand out and make sure you keep it consistent. Marketing will drive the business to you, but branding will keep the customers loyal to you.

How to market

Marketing is what you do to drive customers to buy your products or services. The right marketing will push customers to you and entice them to want to find out more about you. To be successful with your marketing efforts, it is important to use different forms, including digital marketing, attending networking events and business development. Digital marketing is (mostly) free, unless you run ads, so it is important to utilise this to its full potential.

If you want to improve your brand and marketing efforts, you might wish to find out more about the digital training we offer. Get in touch today to find out more!

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Can Bankers Really Benefit from Social Media?

By Morgan International Staff Writers 

You probably wouldn't think that the world of banking goes hand in hand with social media, after all, customers come to you, rather than the other way around. However, the truth of the matter is that all businesses can use social media to their advantage, and this also includes bankers. As with all industries, there is competition out there and staying ahead of the game is imperative. These are some of the way you can use social media to improve and grow your business.

Promote new products

Social media is a great way to let your current customers know about any new products you have released, such as new loans, credit cards or bank accounts. It is a quick and easy (not to mention free) way of reaching the masses and it can be highly effective for branding.

Better customer service

There is a certain (and perhaps unjustified) impression of bankers sitting in their ivory towers, with no connection to their customers and this is something which can be greatly improved through the use of social media. Social media offers bankers the chance to really engage with their customers and become much more personable in their approach. Customer service levels can be greatly improved and this means more happy customers and increased business.

Increase brand awareness

Do customers know who you are and what you offer? If not, it is definitely time to incorporate a social media marketing strategy into your business. Social media doesn't offer instant success, it takes time to build your brand so people become aware of who you are and what you do. If you stay consistent with your social media efforts, your brand awareness will grow and so too will your customers.

Reach a younger audience

With 99% of young people between 16 and 24 using social media regularly (once a week or more) and spending double the time spent by adults, it makes sense to use it as a means of attracting this audience. Engaging with social media users in this group and promoting your products and services with great content are just two of the ways to get younger people on board. A great brand and good marketing tools can really help you reach the younger audience and with this audience most likely to be taking out loans and credit cards, it makes sense to use a targeted approach to get them onboard.

If you'd like to find out more about digital marketing and how it can help support your business, get in touch with us at Morgan and we'll be happy to help!

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The 6 Most Disastrous Marketing Mistakes (And How to Avoid Them)

By Morgan International Staff Writers 

Marketing Managers have their work cut out for them. Keeping up with ever-changing algorithms, changing competitor landscapes and new technologies is a job in itself. As you try to keep up with all the latest trends, are you falling into some of the biggest marketing traps along the way? Here are the biggest marketing mistakes to avoid at all costs.

  1. Not knowing your audience

Understanding what makes your audience tick is fundamental to engaging with them. Are you marketing to businesses or consumers? Are they C-Level execs, youths, tech junkies or adrenaline junkies? What sort of language do they use? What news and blogs do they read and follow? What sort of language do they use when speaking about products and services like yours? Most importantly, what problems or pain-points can your business solve for them?

Knowing your audience means you can learn how to target them, via which channels and with what type of ads and content. Failing to know them can mean you miss your target audience or just plain put them off by using the wrong messaging or writing style.

  1. Failing to set objectives

This sounds obvious, but every campaign should have a clear and defined objective. Are you trying to build awareness and reach new potential customers? Are you trying to convert an existing audience or customer? Sending out an email blast, press release or setting up an AdWords campaign should have a clear and measurable objective and the campaign should be set up to reflect and track against that objective.

  1. Not marketing your USP

Why should a potential customer choose you over your competitors? Too many marketing messages sound very similar to the competitor next door with the same price-points and advantages. Do you offer a better quality product or service? Why is it better? This has to be a top-down exercise and everyone in your organisation should know your USP, make sure your customers and target market does too.

  1. Going over budget

It’s easy to get carried away with new trends in marketing and advertising. As with any investment, you should always have the ROI front and centre of your marketing budget. This can be quite easy to manage in some areas, for example, an online ad is easy to set a budget, set up a pixel and see how many sales or actions you got in return. For offline marketing it can be trickier but special offer codes and vouchers have long been a staple ROI tracking system that still works today.

  1. Failing to set and track success measurements

It’s all too easy to fall into the ‘set and forget’ mindset. You have created a beautiful campaign, found your target market, set it all up and then moved onto your next project while you wait for the cash to roll in at the end of the campaign run.

This can be disastrous, if you don’t keep an eye on a campaign on a regular basis, how will you know if it is tanking? Set up a schedule by which to check results regularly and be ready to optimise your marketing campaigns. Is one ad set or email subject line style failing miserably? Best to find out now while you can still turn it around. A/B testing can help you optimise marketing success during your campaign as you upweight budget and time investment in the better performer. It will also serve to inform you on how to do better next time.

  1. Failing to retain, cross-sell and upsell to existing customers

In your zeal for new customers, don’t forget the existing ones. Treat them well, keep them interested, give them exciting content and reasons to come back to your website, follow you on social media or come back to your store. Reward loyalty and make sure your existing customers don’t get neglected along the way.

Even experienced marketing managers can fall into bad habits, forget best practice or miss out on new opportunities. Find out how we can help you continue to hone your skills and avoid the pitfalls along the way with our digital marketing training and certifications.

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Limited Resources? How You Can Still Achieve Results on Social Media

By Morgan International Staff Writers

As a small business, it is worthwhile investing in a social media expert, who can manage your platforms for you, but what if you don't have the budget to call in a professional? Should you just forget about social media altogether? The answer is most definitely no! There are 58 million Facebook users in the Middle East alone, so this shows the kind of potential it can have for your business. Even if you have limited resources, time and knowledge, you can still achieve great results on social media. These are some ways to make the best use of social media, without really knowing what you are doing!

Find your audience

You may be completely new to social media, but you can still attract customers and the first step is to figure out where your target market will be. For example, if you are running a small accountancy firm, you are probably interested in freelancers and other small businesses, so where do you find them? You will find this kind of audience on all social media platforms, including Facebook, Twitter and LinkedIn and you want to really start engaging with them. Follow your target market, engage with them and you will soon build up a nice network of your potential buyers.

Consistency is key

No matter how little time you have, it is important to be consistent with your social media efforts, otherwise they will go to waste. You need to build your audience and keep interest by posting content at least once a day. Don't worry if time is your biggest enemy though, you can schedule your posts on Hootsuite so you are still maintaining your social media presence, without the need to post every day. Don't expect to get results straight away, especially in a competitive market. Social media always takes time, so be consistent and you will start to get results.

Keep content varied

You may be wondering what you should post and there are all different types of possibilities. You may want to post content about the latest news in your industry or a link to your blog. Your social media should not be saturated with sales pitches, it should offer a good mix of content, as this is what will grow interest in your services.

If you'd like to find out more about social media marketing, get in touch with us at Morgan and we'll be happy to assist you!