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Posted by Robert Somers

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Plan Your Online Marketing For 2015/16 Financial Year

Marketing

WITH June 30 fast approaching, it’s the perfect time for Australian businesses to develop new digital marketing strategies for the new financial year.

Many companies are quickly spending any remaining budget to reduce tax bills – some are even throwing money at advertising to avoid losing their marketing allocation for next year.

But only fools rush in.

In digital marketing, deciding where to spend money is always a challenge, and as the goal posts constantly move, so does the ideal solution for online marketing in Australia.

Here are some pointers to help you decide where to spend your advertising dollars. We will cover:

Social Media Marketing
Remarketing
Content Marketing
Pay Per Click (Google AdWords)
Web Design

Social Media Marketing

Using platforms such as Facebook, LinkedIn, Twitter, Pinterest and Instagram to attract attention to your business and encourage readers to share your products and services with their networks.

  • Reaches highly targeted audiences
  • Allows precise feedback on costs
  • Grows your brand

Trends

Visual marketing YouTube, Instagram, Pinterest, Tumblr, and Vine will play a greater role in content marketing strategies. But Facebook remains the social media marketing king – the average Australian now spends 8.5 hours per week using it.
Facebook Remarketing is delivering excellent results in 2015. It works by tracking visitors to a business’s website, and then serving relevant content to the same person’s Facebook news feeds.

Right for your business?

With enough time and dedication, businesses of all sizes can see an ROI from social media marketing.

MORE: 5 Golden Rules to Prosper on Social Media

Remarketing

Simply put, remarketing is advertising to users who have already been to your website. This can be through either the Google display network, the search network or social media.

  • Boost conversion rates
  • Targets the exact people who are closest to do business with you
  • Cost effective
  • Allows your brand to be seen on major websites

Trends

Most advertisers are now taking re-marketing a step further by targeting visitors to particular pages visited, or not visited. For example, you can target only the visitors who stayed on a certain page for longer than average.

Right now, Google remains the leading remarketing provider. However social platforms such as Facebook, Twitter and YouTube are hot on its heels.

Right for your business?

Remarketing isn’t likely to deliver large levels of traffic in the same way that your PPC ads or social media might do. But what it will do is help to reinforce your brand to users who have already visited your site, and it is great at influencing conversions.

MORE: Ultimate Guide To Remarketing In 2015

Content Marketing

Content Marketing means creating and sharing free content (such as a blog) to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share relates to what you sell – in other words, you’re educating people so that they know, like, and trust you enough to want to do business with you.

  • Builds affinity with your target market
  • Improves search engine rankings
  • Shows you are experts in your field

Trends  

Content will continue to be a major factor for page rank for the rest of 2015. Search engine results will continue to focus on articles offering highly useful and actionable advice as Google’s indexers and algorithms become smarter.

Right for your business?

Any company that solves problems for its customers should strongly consider content marketing. If you want to appear in the top of Google’s search results, you absolutely need to consistently post quality articles.

MORE: How Content Marketing Can Work for Australian Business

Search Engine Marketing (Google AdWords)

Use search engine advertising to generate clicks to your website, rather than earning those clicks organically. The main strength of SEM is that advertisers are offered a unique means of putting their message in front of an audience that is actively and specifically seeking out their product

  • Each time your ad is clicked, you pay the search engine a small fee
  • The better your ads, the greater your click-through rates and the lower your costs
  • People click on paid search ads more than any other form of digital advertising

Trends

Mobile devices get more eyeballs than TVs these days, and mobile search is expected to exceed desktop search by the end of the year. Google’s latest algorithm update means search engines now favour mobile-friendly websites in search results.

Right for your business?

The truth is, pay-per-click marketing can work for almost anyone, whether you’re looking to sell products through a website, generate leads, build brand awareness, or even drive foot traffic and phone calls to a local store.

The difficulty is in the execution and extensive keyword research needed to make it cost effective.

MORE: 5 Ways to Improve Conversion Rates on your Website

Web Design

The different areas of web design include graphics and interface design, user experience design and search engine optimisation.

  • Helps sales conversions
  • Improves search engine ranking
  • Builds your reputation

Trends

Often web design decisions are made based on aesthetic appeal, which is of course an important design element, but shouldn’t be a site’s sole focus.

ROI.com.au specialises in conversion based web design, setting up your site in a way that best lends itself to more visitors, increased time on site and ultimately more enquiries.

MORE: Functionality should be the major focus for constructing any website

Right for your business?

Potential customers are likely to research your business starting with a quick flick through your website. If you don’t have a slick website with strong calls to action, you should consider web design upgrades.

If you’re looking to get a better return on your marketing budget, talk to an ROI.com.au expert today.

MORE: Hit A Bullseye With 2015 Budget Marketing