3 Reasons Why You Should Outsource Digital Marketing

In today’s digital landscape, growing your business online is not the simplest of tasks. What makes it even more difficult is trying to balance multiple sides of your business at once. When making the decision of having your marketing done in-house or outsourcing, one fundamental question comes to mind: which option will give me the biggest bang for my buck?

Ultimately, the choice between outsourcing or hiring a marketing team depends entirely on your business, operations, and processes. Before making the leap and internally hiring an expensive team of marketers, take a look at this list of the top reasons why companies should  choose to outsource their digital marketing to a professional marketing agency.

#1 Cost:

Hiring employees is expensive. This especially comes into play with digital marketing—where you need to trust that the hired entity is a certified “expert.” Employees are typically good at one specific digital marketing service, but finding an employee that is proficient in all digital marketing services is a task in itself. On average, agencies are 20% of the cost of assembling an entire marketing team. This saves money, times, and improves reliability.

#2 Efficiency:

Efficiency in digital marketing is a key asset of long term digital success. Wasted money on lackluster campaigns and improper handling of marketing duties is one of the leading causes of a failed growth in online presence and the ultimate downfall of long-term sustainability of marketing endeavours. Digital marketing agencies have one job—be efficient. The final goal of any digital marketing agency is to increase their clients sales, growth, or other relevant KPI’s. They also need to keep up with your standards or risk being dumped for a better performing agency.

#3 Technology:

The technology around marketing has and still is changing rapidly. Digital marketing agencies tend to use the latest technologies that can turn even the worst marketing campaigns positive. When it comes to growing your business digitally, you simply cannot afford to utilize leading technological platforms. They undoubtedly improve performance, cost-effectiveness, and growth as a whole.

 

Ready to make a change?

If you are interested in enhancing your digital marketing strategy, contact us.

To find out more about our all our digital marketing services click here

 

The Synergy Between B2B and Digital Marketing

85% of B2B marketers say lead generation is their most important digital marketing goal. At the end of the day, there are many different results that B2B companies look for from a digital marketing campaign. Digital Marketing helps in both acquisition of new business and customer retention which is vital to any growing business. Before we go into the top 5 reasons why B2B companies should be using digital marketing, I’d like to mention that without identifying the right audience, the rest of the article can be thrown in the garbage. B2B companies have incredibly specific requirements. It’s a very specific niche that is difficult in identifying. Notwithstanding, if you really take the time to understand what problems your customers are having, you can target them with specific educational, data driven, and decision supporting marketing strategies that will solve their issues.

Now, onto the benefits of using digital marketing for your B2B company:

1. Lower Advertising Cost

Generally speaking, traditional marketing costs can be a significantly higher investment that may or may not give a good ROI. The issue is whether or not, your local ad for example, will be seen by the right people at the right time, yielding in significantly more variables that can affect your ROI. Digital also lasts. Printing multiple flyers only gives you one-time exposure, however creating a website or an awesome article will last for a long time.

2. More Business Opportunity

With the click of a button, you now have the ability to get exposure not only to your customers, but their vendors, suppliers and other partners affiliated to them, which yields for a higher possibility of a customer coming into the door…online door if you will. These potential customers might even be leads that you can nurture into actual customers through awesome Digital Marketing strategies like SEO focused content marketing, email marketing, social media marketing etc.

3. Testimonials

Through testimonials you get to build significant rapport with any potential customers. With digital marketing, you can leverage videos, case study’s and various review outlets to drive leads to your business. You’re only as good as your customers say you are.

4. Data

In God we trust, everyone else bring data. Who’s engaging with your content? What ways are they interacting? You can learn from each campaign you implement and target each individual customer in a unique and customized way. Customer Journey is incredibly important, and data will help you make the right decisions in creating a strategy for it.

5. Brand Awareness

You need to stand out. No matter whether your industry is price based or not, and your company brand doesn’t matter, you still need to stand out. You need to create awareness and constantly show evolvement. If you’re the cheapest option, great, keep on pushing for brand awareness so you can stay on top of mind for appropriate channels as the cheapest option.

 

Now remember, no matter how well these 5 categories are leveraged, nothing will work if the wrong audience is targeted. Figure out who your target is, understand their problems, how you can fix them and whether your company is the right fit. We’ve put together a diagram below showing what you can share for each ask your customer has. Best of luck and happy marketing!

Downtown Toronto skyline with CN tower

Top 4 Digital Strategies in Construction

The 15-storey Traders Bank Building located at Yonge and Colborne, was the first true skyscraper built in Toronto and was completed in 1913. Fast forward to today, where Toronto has one of the world’s most iconic skylines with 19 buildings that are over 200 metres tall. Like how different the Toronto skyline is, the overall construction business landscape has changed, with digital marketing being one of the main reasons. Around 93% of construction companies said that they would be increasing marketing activities in 2018.

Now, simply leveraging marketing won’t always work. 74% of the construction web marketing campaigns fail. You deserve the best. That’s why we’ve outlined the top 4 digital strategies a company in the construction industry should leverage in order to make sure they’re spending their budgets the right way.

Content

“Content is King” – Bill Gates, 1996

Although the quote is a little outdated, it’s still incredibly valid. The content you write about,  whether it’s a blog posts, info graphs or leveraging social media platforms, says a lot about you and your company. It’s simple, the better content you put out there, the more customers can appreciate it. The more customers can appreciate it, the more likely they will generate a sale. Content marketing generates three times as many leads as outbound marketing, drives six times higher conversion rates, and has the potential for a 7.8x boost in web traffic. In layman’s terms, it’s kick ass.

Not only does content marketing help in generating leads, it also helps you understand who your customers are. Every customer requires a unique customer journey, so it’s incredibly important to know who your customers are and what specifically makes them want your service/product.

Cool topics you can talk about include:

  • Industry Trends
  • “How to” Guides on performing beginner level jobs
  • Construction Safety Tips
  • Tips to picking the best contractors
  • Checklists
  • Construction related templates

Local SEO

When searching for a contractor, consumers usually look for a professional in their area as it adds to the convenience of the job. 46% of searches have local intent. This means that instead of searching for a General Contractor, you’re searching for a General Contractor in Toronto. There are a bunch of great ways to increase your SEO, here’s a few cool ways:

  • Configuring your Google My Business
  • Directory and Listing Citations
  • Website Localization
  • Review and Rating Management
  • Quality Backlinks

Don’t worry if you don’t know what some of these mean, we would be happy to explain them.

 Videos

 Construction in its purest form, is an art. You’re building something amazing. It’s one thing to explain the development of a beautiful modern home, and it’s another thing to show it. With modern day video technology platforms like Vimeo, Vidyard and Youtube , you’re able to showcase your work to your clients, in real time. Not only are you able to show it, you can choose from various cool methods such as VR, 360-videos and point of view.

Construction videos on your website will set you apart from competitors in your market. These videos can be anything from “how to” videos, to video references from customers, industry partners and anyone else who would put your company in the light.

Social Media

9.5 Million people are on social media in Ontario. That’s a whole lot of potential customers. It would take a lot of resources to capture the whole market, but there are various ways you can leverage your budget in an efficient way that yields the highest ROI.

The best way companies in the construction industry can leverage social media is through partnerships with various groups and micro-influencers.

  • Groups: Associations and Construction Specific Organizations (i.e BILD, Tarion etc.) are great groups to reach out to. Sharing your content with their followers is a great method to expose your service to a larger following base. This also allows for the associations to follow and repost your content with their followers.
  • Social Influencers: Micro-influencers are individuals with 10K-150K followers. These sorts of influencers are the best people to interact with on social media because their followers are very loyal and trust the content posted on their page. If they trust the influencer, and the influencer recommends your service, you’re golden.

Having a strong social presence allows you to engage with customer and subsequently creates brand loyalty. Having construction completed is on the higher end of a business or consumers budget, so to ensure that they choose you, they need to trust you. Social Media is a great platform to gain your customers trust and provide them with relevant content that they can relate to.

Don’t get us wrong, your brand, your quality of service and strong customer base is incredibly important to the success of your business, but in the modern era, you simply cannot afford to forget about digital marketing.

Grey background with text stating "Calculate your ROI on digital marketing"

Quantifying Your Digital Marketing ROI

Digital Marketing needs some clarity. $1,000 for SEO, a 15% management fee for PPC and Social Media Marketing and then $5,000 for a functional website…Sorry, what? For what? English please.

Pricing is one topic in Digital Marketing that has always been questioned. There are various ways in which agencies can price, either offering a higher value or lower price. However, how can you know what real ‘value’ they’re offering? The answer? Follow the money! Will I get more value going with the cheaper agency? Or more expensive agency? What is the true ROI that’s surrounding this project? Does your agency know how to calculate ROI? This will all be answered in this blog!

The first question you should be asking your agency is if they know how to calculate ROI, pause… if within 3 minutes they can’t explain exactly how they are planning on calculating ROI, dump them. For you to understand what a good ROI is relative to industry standards, you have to know what industry standards are. Lucky for you, they’re right below. If you were to invest $1 into the following services, on average, you would see on the following returns:

Email Marketing –$6.75
SEO – $2.75
PPC- $2.25
SMM – $1.30

How do you actually calculate ROI?

Expected ROI = (Sales Value/Offered Cost)

If for example, you hypothesize an email campaign will generate 20 orders at $100/ product and this part of your digital marketing campaign will cost you a total of $250, your ROI would be ($2,000/250) or 8X. Looking back at the industry averages, an email marketing campaign should yield $6.75 for every $1 invested or 6.75X. As a result, you’re getting 1.25X more value than the industry average.

That’s great, but how do you calculate the sales value when the campaign hasn’t even started yet? Well that’s more intuitive and really depends on multiple variables, that’s why no good agency can tell you. If they do promise something, run… The Sales value can depend on:

Quality and competitiveness of the product.
How competitive the industry is altogether
How accurately conversions can be tracked.
The sophistication of the industry is as a whole

 

Just because an agency can’t tell you the specific ROI to expect, doesn’t mean they shouldn’t have a goal in place. It’s the agencies job is to make sure they analyze the variables and provide you with a ranged ROI so  there is a common goal.

Now, when choosing an agency, it doesn’t matter who’s offering the cheaper or more expensive price, it’s about picking the right agency that knows your goals and knows how to achieve them.

 

Man turning knob up that says sales

Top 3 Ways Sales Have Changed

You walk into a local clothing store, a sales person comes up asking if you need any help and systematically you shut them down with a “No”. You don’t know where the jeans are, yet you still say “No”. The simple answer is that people don’t want to be sold to. Decade after decade sales people have been deemed as annoying, pushy etc. The fact of the matter is, the best sales people in the world are the ones that don’t sell. A sale can be seen as a form of art, yet over the past decade with the increase of companies, the art has systematically changed. In this article, the top three ways of how sales tactics have changed will be explored.

Create True Value

Inbound Marketing, Content Marketing, Influencer Marketing…What does this all mean and why are you endlessly hearing about these? It all comes down to one word—value. Back in the day, value was the product or service you were offering to your customers, simple as that. In the modern day, this has drastically changed. The competitive landscape has allowed for multiple competitors to enter into your industry and thus allow the customers to be in control. You now must leverage rich media, blog posts, videos, webinars, infographics etc. to add additional value for your customers in order for them to choose your company. This all starts with your messaging and ensuring the right customer journey is put into place. Social Media Marketing is a great platform for forming the right initial message.

In god we trust, everyone else brings data

Data has always been there, but the awesome part about new technology is that you get it in real time in order to make data driven decisions on the go. Social Media,Websites, SEO, and PPC all have the ability to provide you with real time analytics. This mixed with a strong team analyzing and acting on various strategies is a dangerous combination for your competitors. Ensuring you have adequate data can allow you to provide the proper messaging that your potential clients can relate to.

Sell when not selling

Awareness, Consideration and Decision. It’s not about driving traffic, it’s about driving the right traffic. In the initial stage of awareness, customers identify that there is a problem. The second step is considering various different solutions for their problem and their problem and the final step is the actual decision. In the awareness stage, you must drive content to your customers that is “soft” and helps them understand the essence of their problem versus in the other two stages where they get closer and closer to your specific value proposition. You want to educate them on the manner and ensure that they are going to search and consider the proper solutions.

 

Venn diagram showing the old sales model on the left and the new sales model on the right

 

 

 

 

 

 

 

 

Now, how do these three steps all come together in order to generate sales in the new and competitive markets that are in front of us today? The secret sauce is to ensure that you guide your potential customers in a cohesive way, linking all materials along their customers journey in order to ensure that they choose your service or product.