Problogger: Attracting and Managing Online Advertisers – Lucy Feagins

Problogger: Attracting and Managing Online Advertisers – Lucy Feagins

Lucy Feagins established The Design Files in 2008. Today, it is the most popular design blog in Australia, with more than 200,000 unique visitors per month and over 1 million page impressions per month. It’s rise to fame was slow and steady; Feagin started generating income 18 months into the venture, getting smaller, local advertisers onboard. Today, she has two full-time employees, and a very steady flow of income, including major global brands as regular advertisers. Feagin admits that she is quite cautious. She maintains control over all advertising on The Design Files. She has never used an advertising network, and is never likely to. But her approach to advertising has not limited her reach; she regularly partners with Dulux, the Bank of Melbourne, and Mini. At day two of Problogger, Feagins explained exactly how she does this. How Do I Make Money From My Blog? According to Feagins, from advertising. She admits that her way is not only way, and not the quickest way. But its has clearly been lucrative for her. Feagins refuses to take on sponsored posts, explaining that she doesn’t feel right about writing them, that they don’t come from the heart. Instead, Feagins encourages bloggers to create value, when thinking about advertising. Creative people are notoriously bad at putting a value on their work. And, what advertisers consider to be valuable is completely different to what you value, or what your readers value. Advertisers always value who your audience is, the size of your audience, and the quality of your readers. Oftentimes, a small, engaged readership can be better for advertising than big, engaged audience. Not only that, your audience...

Fear of Abandonment – Minimising Shopping Cart Drop Off Rates

Within 90 seconds a consumer has weighed up the hundreds of elements and nuances on a single page of an ecommerce site to reach their verdict. To commit or to abandon, that is the decision. Coordinating the myriad factors and various tidbits that go into influencing this decision to be a favourable one is a mammoth orchestration that conjures up visions of Mickey Mouse in Fantasia. While ecommerce marketers certainly have their work cut out for them, an in depth analysis of the motivations underlying and influencing factors contributing to consumer behaviour in the checkout process highlights areas to focus on in order to minimise the rate of shopping cart abandonment. At its simplest, impacting upon both motivations and behaviour are the bones (server speed, structural design and processes) and the skin, hair and makeup (design, imagery) of the site. All components work together to play into the subtleties of consumer psychology in order to increase the likelihood of conversions. Here follows three considerations in optimising your ecommerce checkout and minimising those pesky abandoned carts. 1. Feel the Tangibility The ultimate challenge of digital marketers is to transcend the confines of the screen and convince the potential customer that the object of their desire is more than a collection of pixels on their monitor; to convince them that you are good for your word. Making the object as tangible as possible by satisfying the main sensory judgement mechanisms available to the consumer (sight and hearing) will go some way to assuage reservations and increase the likelihood of conversion. How is this achieved? Through various vehicles including multiple image angles,...
3 Ways To Up Online Sales In 2014

3 Ways To Up Online Sales In 2014

Australians are set to spend over $28.3 billion dollars online in 2014. That’s just over 10 per cent of Australia’s entire annual retail outlay. But what’s keeping some retailers ahead now will only be enough to keep them in the game in 2014. Last year the focus was on ensuring a simple, intuitive checkout process, offering a variety of products and running discounted shopping events. Now it’s time to take the consumer’s personal experience of the brand to the next level. 1. Put the shop front in their hands Every screen needs to give access to the same online storefront. One shopping experience can cross multiple devices so retailers need to make themselves accessible in this manner. Ideally a shopper could start filling a cart from their desktop in the morning, add a few more items on their mobile app at lunch and then checkout on their tablet later on. A retailer’s multiple channels should only appear to be a single outlet to the consumer. The weak link at the moment is a lack of mobile retailer applications. A study for UPS conducted by comScore, found that 60 per cent of Australians prefer to access their favourite retailers online on a desktop or mobile device rather than visit a physical store. When consumers hold the storefront in their hand (in the form of an app) brands can also improve consumer loyalty. The comScore study found that 47 per cent of Australia’s shoppers are less likely to comparison shop when they are using a mobile app. So retailers need to invest in an app that offers ecommerce as soon as...
Where Does Social Media Fit In Your Online Marketing Strategy?

Where Does Social Media Fit In Your Online Marketing Strategy?

Social media has taken the internet world by storm, and many marketers are deathly afraid of missing out when it comes to social media and anxious that all bases be covered. However, you might wonder just how useful it all is, and whether it is necessary to leverage social media in the course of your own online marketing. The reasons for its popularity have been well-documented: social media has been helpful to many businesses due to its flexibility and relatively low cost. It can also be done in-house and requires little technical know-how. Furthermore, with the prevalence of social media marketing in our everyday lives, most people pay attention to what is posted and shared. Despite these advantages, there are also many businesses that do not manage to reap the benefits of social media marketing. Here are some points to think about when considering where social media fits in your online marketing strategy. Does social media gel with your overall marketing plan? Social media marketing does not operate in a vacuum, and for you to successfully leverage social media, it has to be integrated into your overall marketing plan in order to be effective. You will need to think about your overall marketing goals and how you plan to achieve them, and then use social media as a tool to achieve these goals. For instance, if you want your brand to project a certain image, this will have to be taken into account when crafting content on social media platforms. In addition, various factors pertaining to your business need to be considered such as the legal, commercial and support...

Why You Should Study Marketing Online

A career in marketing is fun, worthwhile and challenging – especially in this increasingly consumer-driven world. And there’s no better way to get started than by studying an online marketing course. Not convinced about the ease of studying in your pyjamas? Here are five reasons why you should turn to distance education to kick-start your marketing career.   1. Studying online is a breakout trend As a marketer, you’re required to keep abreast of the latest trends, and when it comes to education, online courses are all the rage. Distance education has revolutionised not only how and where people study, but also who can study, opening up the doors to a range of people in a variety of life stages. 2. More control over your education Always wanted to study with a course provider from another state? Perhaps you prefer the subjects available in a degree offered by a uni far away? Studying a marketing course online removes any geographical barriers, letting you study the course you want with the provider you want – minus the hassle of moving interstate. 3. Get on with the real world Studying online makes it easier for you to start your career offline. Get some valuable work experience and put your learning into action, all while studying your marketing degree. If you do choose to study an online course, you’ll also have the option to fast track your degree and finish it earlier than any on-campus student. This means that you’ll be able to get your hands dirty in the real world sooner than those students studying the old-fashioned way. And, without the...
Making the Most of Your Advertising Spend: Examples of Advertising Budgets

Making the Most of Your Advertising Spend: Examples of Advertising Budgets

Before we launch into a tirade about advertising budgets (and give you examples thereof), let’s take a step back. What exactly is encapsulated by the term advertising? It differs greatly from marketing. Advertising is far narrower than marketing and should be treated as such. In fact, advertising is just one small part of marketing. If we are looking for a dictionary definition, then advertising is deemed to be the act of drawing the attention of the general public to a company, brand, service or product, by way of paid announcements in online, broadcast or print media. In other words: advertisements. So, when we give examples of advertising budgets, these relate only to money spent on paid online, broadcast and print advertisements. They do not include other elements of the marketing mix like publicity and public relations or e-marketing and events. Right, now that we’ve got that sorted, let’s get down to business: examples of advertising budgets. Obviously, advertising budgets need to include the cost of booking banner ads on websites, display ads in newspapers, radio spots and TV commercials. But let’s not forget about the hidden costs: graphic design, copywriting, talent fees and production. Determining how much to spend on all these costs can be difficult, particularly for a start-up business or if you’re investing in new advertising channels. That’s where an advertising budget comes in handy. There are several ways to calculate your advertising budget. The most important thing to keep in mind is that, as your company matures and revenue increases, your advertising budget should be reviewed to foster continued growth. Here are a few examples of...
Does Your Business Need An e-Marketing Make Over?

Does Your Business Need An e-Marketing Make Over?

Does your business need an e-Marketing make over? There is a saying that for anything to remain successful, one must show the same enthusiasm as in the beginning. That’s never truer in business. Setting up an online business is pretty easy nowadays. But to make it successful and maintain it as such, requires specialised knowledge and hard work. Has your business’ e-marketing campaign been put on hold for too long? Have you recently noticed lower sales, interaction, conversions, and referrals? Do you want to take your business to the next level? If you’ve answered yes to any of the above questions, then an e-marketing make-over may just be what you need. First, we need to figure out your strategy; what is it that you’re trying to achieve, your goals. Revise Keywords Ranking for the right keywords is the key to a successful online business. You don’t want just any one to come and visit. The whole point of marketing is to invite “targeted” customers, the ones that will come to buy your products. So, instead of broad keyword phrases like “university courses in Sydney”, your potential could significantly be increased when you focus on the keywords, “Applied Media Arts Bachelor Program in Northern Sydney”. And when the keywords are narrowed down, competition is lower and rankings can be achieved easier as there are certainly less universities in Northern Sydney having Bachelors in Applied Media Arts than there are universities in Sydney. Remember – the more targeted the keyword, the further down into the buying process your prospect is. Optimise Correctly If your content is under optimised, search engines might...
What Is Content Marketing?

What Is Content Marketing?

One of the key Australian trends for 2013 that we discussed in our article Marketing Predictions For Australian Marketers In 2013 was ‘Content is King’. Everywhere you look, people are discussing the importance of content marketing and why marketers need to develop a sound content marketing strategy to avoid being left behind. This week we decided to get back to basics, the 101, and look at what content marketing actually is, how marketers can use it and also some juicy statistics on content marketing in Australia. The term ‘content’ doesn’t just mean written words, posts or articles. It is much more broad. Basically, content marketing refers to the act of distributing relevant, authentic and quality content and multimedia across any number of channels/platforms, with the ultimate aim of engaging with consumers. By providing consumers with content that they actually want to watch, read, learn, enjoy and share, creates a positive brand experience and strengthens the brand relationship. The end result is increased brand awareness, traffic, customers and ultimately sales. We’ve compiled a list of some of the common channels/platforms that marketers may use in their content marketing strategy: Social media Email newsletters Commenting, posts and articles Graphics, infographics, images, memes, photos and comics (e.g shared on sites like Pinterest and Instagram) Slides, graphs and charts (e.g distributing via websites like SlideShare) Video, webinars and podcasts Events, presentations, papers, ebooks, articles and case studies Online forums Tools, apps and games Now you may be thinking, I wonder what other marketers are doing? Well, as promised, let’s get into some juicy Australian statistics released by the Content Marketing Institute a couple of weeks ago: 96% of Australian marketers...

How To Expand Online With Performance Marketing

A couple of weeks ago we had a great article shared with us by Richard Green from Hot Deals and James Kitchener from Jack Media on The Secret to Affiliate Marketing for Marketers. This week they have kindly shared with us this handy infographic with some useful information on ways to expand online with performance marketing. It is important to note that sometimes performance marketing and affiliate marketing are referred to as one in the same thing. However, affiliate marketing is actually a component of performance marketing. Think of performance marketing as being much broader for any online marketing that is paid for based on it’s performance rather than a set price. The infographic below from Jack Media has some really handy sense checks that are worth a few minutes reviewing to see if you have missed anything in terms of making sure your website is up to scratch first. If you then follow the ‘yes’ and ‘no’ answers it will help you to gauge what your next steps might need to be when it comes to growing your database and your sales. If you would like to view a larger version of this infographic please click here. Hungry for more? If you are interested in finding out what the expected trends are for performance marketing in 2013 make sure you check out the Performance Marketing Guide for 2013 which was released...

Tips For Writing An Online Style Guide

One of the most popular articles we’ve written at Marketing.com.au is Top 5 Tips for Writing a Style Guide. In today’s digital age, it’s also important for marketers (especially online and digital specialists) to use an online style guide. Writing for the web and generating content can be quite daunting, so we thought we’d share some useful information on online style guides. A style guide is a set of guidelines that is referenced when writing any communications. A style guide ensures any communications from a company are always consistent and professional, even with multiple authors. An online style guide on the other hand, whilst similar, is specifically tailored for writing and optimising content to be published on the web. It ensures all online communications reflect your overall brand. When preparing your own online style guide, be sure to use plenty of examples, images and sample code. We also like the idea of distributing a reference or cheat sheet which contains key elements that people can post around their workspace. Here a couple of resources we came across that we highly recommend if you are working on creating your own online style guide. Yahoo! Style Guide We’re big fans of the Yahoo! Style Guide It’s one of those simple resources that’s really easy and straightforward to use. It was designed specifically with writing for the web in mind. Some the key things we found really useful were: Tips on writing for an online audience and making sure that you speak to your entire audience. Understanding the importance of readability of your content and making sure it is ‘easy to scan’...